Session 9 Agenda Guest Speaker: Rod Brooks, CMO of PEMCO and President WOMMA Case Study: Delivera End of Term Wrap-Up: Social Media Roadmap Class Project: Complete your term projects mala.sarat.chandra@gmail.com mala.sarat.chandra@gmail.com

Case Study: Delivra The Challenge Strategy The Results Outbound Marketing getting too expensive Low Budget No Agencies Create Inbound Marketing to generate leads, increase revenue No marketing architecture Strategy Create guidelines for messaging Set up and monitor social media architecture Blogs Facebook, Linkedin, Twitter, Smaller Indiana PR High value content to the website Premium content behind a form Automation, fast response, integrated with CRM Measure, adjust, prioritize The Results 25% - 40% increase in Revenue Quarterly 70% increase in Leads 20% ncrease in website traffic mala.sarat.chandra@gmail.com

Social Media Adoption: Phased Introduction Crawl (Trial) Initial project, no formal processes or guidelines Walk (Transition) Pilot projects, some formal processes and a few guidelines sporadically performed Run (Strategic) Formal processes and guidelines routinely performed Source: MarketingSherpa 2011 Social Marketing Benchmark Report mala.sarat.chandra@gmail.com

Social Media Adoption: ROI Return on Investment (ROI) is the financial value returned on money invested in social media initiatives. Tracking the right metrics for determining the values and costs associated with social media campaigns is necessary though potentially challenging. Qualitative measures (Return on Engagement, Number of Fans, Sentiment, etc) are important KPIs to track, but do not contribute to calculation of ROI Quantiative measures (Actual Sales attributable to social media channels, number of new leads and conversion, reduced cost of customer support) contribute to calculation of ROI. Costs include staff salaries, Agency fees, Paid Advertising, Social CRM, IT infrastructure and integration costs mala.sarat.chandra@gmail.com

ROI = Value gained from investment – Cost of investment Social Media Adoption: Formula for Calculating ROI ROI = Value gained from investment – Cost of investment Cost of Investment www.kluriganalytics.com for examples and downloadable ROI calculator mala.sarat.chandra@gmail.com

Social Media Strategy, Tactics, Plan Investigation Build list of keywords and search phrases Listen to find your audience, needs and interests, sentiment Identify influencers Create Audience profiles Audit existing content Goals and Objectives Define Business-based social media goals and objectives Identify associated success measures (KPIs and Metrics) Align audiences, goals/objectives and success measures Strategy and Tactics Develop strategic initiatives & prioritized tactics Construct social media architecture Prioritize social media channels Develop policies and guidelines Execution and Feedback Assign tasks, procedures and milestones Modify workflows as needed Prioritize social channels and rollout campaign Monitor, report feedback Software Solutions and Tools Listening and Monitoring Tools Social Platforms CRM tools mala.sarat.chandra@gmail.com

Social Media Tactics mala.sarat.chandra@gmail.com

Feeds & social bookmark Multimedia content sharing Social Media Architecture Website Blogs Social Network Feeds & social bookmark Forums Multimedia content sharing Micro-blogging mala.sarat.chandra@gmail.com

Social Media Roadmap Social Media Goals derived from Business Goals Objectives to Accomplish each Social Media Goal Timeframes and Budgets Social Media Strategy and Tactics Social Media Return and Return on Investment Key Performance Indicators for each Tactic Social Media Core Team & Team Leader Tools, Processes, Personnel, Training, Policies for Listening Engaging Content Creation, publication and curation Monitoring and Feedback Escalation Social CRM, IT Infrastructure and Integration Organizational changes and new job descriptions mala.sarat.chandra@gmail.com mala.sarat.chandra@gmail.com