terametric social media roi webinar september 8, 2011
DESCRIPTION
Terametric presentation (Chris Selland, CMO) from Social Media ROI webinar which took place on September 8, 2011TRANSCRIPT
11
Chris Selland, CMO
September 8, 2011
optimizing social marketing
Social Media Marketing today
CONFIDENTIAL | terametric | 2
The Opportunity
•Social Network use exploding
•Customers are conversing, and companies must participate
•New ‘influencers’ drive discussions
The Challenge(s)
•Fuzzy metrics & the ‘ROI’ challenge
•Patchwork of consumer & ‘free'
•Junior-level and/or outsourced staff – little to no control
•Skeptical management
•Social is not 9-5
The ‘Big Data’ Challenge
CONFIDENTIAL | terametric | 3
“… 90% of the data in the world today has been created in the
last two years alone”
Source: Smarter Computing Builds a Smarter Planet
IBM, 2011
“The killer app of big data is the detailed analysis of customer behaviour, and one of
the richest sources of information about what people really think is to be found in
social media, be that Twitter, Facebook or YouTube etc. ”
Source: IT-Director.comDavid Norris – Bloor Research
August 23, 2011
Influence is Specific, not General
CONFIDENTIAL | terametric | 4
“Does Ashton Kutcher (7.3M Twitter followers at the time of this writing) influence car buyers? Stroller buyers? Computer
buyers?
Does Lady Gaga influence headache
sufferers?”
Source: A Framework for Social Analytics
Altimeter Group, August 2011 Source: Gillin.com – September 6, 2011
Personal Meets Professional
CONFIDENTIAL | terametric | 5
Takeaways
CONFIDENTIAL | terametric | 6
“…Social media isn't simply a sales and marketing channel; it is also a
medium for relationships, reputation, community, service, advice, education,
recruiting and awareness. This puts social media in the same category as other investments that firms typically will make without an eye to financial ROI. For example, customer service,
employee education, hiring, corporate giving, sponsorships and public relations are rarely held to hard
standards of ROI, yet that doesn't prevent businesses from investing as
necessary.”
─ “Five Reasons NOT to Monetize Social Media”
Augie Ray, Experience: The BlogSeptember 2, 2011
Customers are Social• Doing nothing is not an option
Influence is Specific, not General• Find and engage with influencers in your
market
Focus Your Efforts• Don’t micromanage, but focus efforts of
frontline personnel
Analyze, Benchmark, Improve• Set and continuously measure metrics
(including, but not limited to, ROI)
Channel Performance
CONFIDENTIAL | terametric | 7
Advanced data collection, filtering & scoring
Sentiment, influence & engagement scoring
Unique predictive analysis methodology
Competitive benchmarking & analysis
User Value: Measurement User Value: Measurement
Analytics to Action
CONFIDENTIAL | terametric | 8
User Value: Execution
Diagnostic assessments driven by measurement analysis
ROI tracking & valuation
Real-time recommendations that drive the best “bang-for-the-buck”
Tweet campaign grader & auto scheduler
“Secret Sauce”
CONFIDENTIAL | terametric | 9
Social Media Measurement• historical data analysis
• competitive benchmarking• inbound and outbound correlation
• scoring sentiment, engagement, influence
ROI
Real Time Execution & ROI Goal Tracking
Marketing mix modeling & predictive analysisRules-based filtering on real-
time channel data
Free 30 Day Trial
CONFIDENTIAL | terametric | 10
• For Qualified Marketing Organizations
• All features, No limitations, No obligation
• Apply at http://promos.terametric.com/optimizertrial
Book Giveaway
CONFIDENTIAL | terametric | 11
CONFIDENTIAL | terametric | 13
Questions & Answers