SoCon11 break-out session with Guy Powell of DemandROMI.

1. Social Marketing Strategy and ROI ROI of Social Media – how to measure the right things to drive your integrated traditional and social media marketing strategies 1

2. How does your marketing strategy differ from your social marketing strategy? 2

3. Social media and marketing 3 Social media Customer support Marketing engagement stakeholders

4. Consumer decision model: Putting it all together Jkl;jkl; 4 Purchase funnel Relevance Market utility Price Probability of choosing an item

5. Case study: “Will it blend?” > 9M downloads on YouTube Incremental revenue – 500% increase in sales on initial $50USD investment Question: Who are the influencers? Source: http://www.youtube.com/blendtec#p/a/082908F9B9B1533E/0/qg1ckCkm8YI 5

6. Who connects to whom? 6 Distribution partners Competitors Partners Other stakeholders

7. Media Engagement Framework 7 Segmentation / Personas Consumers Individuals Influencers Awareness Awareness Reputation Competitive Set Consideration Brands Time Endorsement Share Brand Image Community Engagement Funnel Consumer Purchase Funnel Influencer Endorsement Funnel Reach Frequency Quality Purchase Measurement Framework Purchase intent Subscription Conversation Consumption Follow Count / Profile Content Timing Loyalty Invitation

8. Advocacy v. influence How does advocacy differ from influence? 8 Positive or negative Persuasive value

9. Social Media Tenets Social media is the new primary component of corporate communications with all stakeholders and is an equal with traditional, PR and other media channels. It is one of many media channels that needs to be fully integrated into the media mix Social media has two key components outbound marketing messagingand inbound customer service engagement. Engagement must take place with the right individual in the company at the right time in order to provide its full benefit. Social media is made up of many individual channels that must be treated as an integrated, bidirectional communications channel. 9

10. Social media is opt-in, destination oriented Interruptive Traditional media Generally, not opt-in: TV Billboards (OOH) Destination media Search (for specific product/service solution) Search terms are actively sought Social Membership and viewing of a community or SM post is opt-in Reviews are actively searched for 10

11. Influencer stratification Consumer related: Those speaking primarily to consumers, brand agnostic – e.g., ClarkHoward.com Category related: Grow and justify the category – important for new innovation – e.g., Forrester analyst Brand related: (own and competitive) – Ashton Kutcher’s Nikon Coolpix Channel related: Drive volume in a particular class of trade - Elevenmoms External factors: Affect the category volume - Bill O’reilly and French wine boycott 11

12. 12 Questions? Thank you Guy R. Powell – gpowell@DemandROMI.com Community: ROIofSocialMedia.com Facebook: www.Facebook.com/ROIofSocialMedia Twitter: @ROISocialMedia #ROISM DemandROMI Prove and improve your marketing effectiveness +1 404-816-4344 www.DemandROMI.com