This presentation was given by Digital Visitor's CEO, Anthony Rawlins at the BETA Youth Industry Seminar on Thursday 6th October 2011. This event explored social and mobile media communications, and how businesses are using these methods to engage existing and future customers... Digital Visitor is a social media agency providing social media applications and social media marketing services for the travel and leisure industry. Below is a summary of Anthony's presentation: Social media ROI is difficult to show and many people are pulling their hair out trying to prove how valuable it is. Here at Digital Visitor we have tried to boil this down to three main benefits. We will show you how your business can maximise their social media activity to clearly; 1) Increase your online conversions 2) Drive brand new traffic to your website and 3) Reduce the cost of customer acquisition. To find out more about our social media applications, solutions and services, please visit www.digitalvisitor.com, email info@digitalvisitor.com or call +44(0)1179 055 195

1. How can your business maximise their
social media activity to deliver a clear ROI
By Anthony Rawlins
CEO and Founder, Digital Visitor

2. Introduction
Social media ROI is difficult to show and many people are
pulling their hair out trying to prove how valuable it is.
Here at Digital Visitor we have tried to boil this down to
three main benefits.
We will show you how your business can maximise their
social media activity to clearly;
1) Increase your online conversions
2) Drive brand new traffic to your website
3) Reduce the cost of customer acquisition

3. About us
• Digital Visitor is a strategic social media agency delivering social media
marketing services, strategies and solutions.
• Est. 2005.
• We service a range of clients, small to large across many different
industries, however the majority are within the travel and leisure industry...

4. Our philosophy
• We believe to maximize the benefits from
social media you need to consider both your
ONSITE and ONCHANNEL social media
strategy.
• Put another way – you should have an
integrated social media strategy looking at
both your website and social media channels
together.

5. In this presentation…
I aim to provide a framework for you
to explore social media for the next
12 months and start to drive a more
measureable ROI from your activities.

6. Where is social media marketing now?
• Importance being realised
• Our most common bit of feedback is…
• Many companies have a mad rush for Facebook ‘Likes’
• ROI not evident
• Questions from senior management
• Still potentially a ‘marketing’ spend and in tough times, activities can
get cut.
• Its our aim to move this to an E-commerce function.
Source: http://myxqq.blogspot.com/2011/08/evolution-of-social-media-for.html

7. How is this going to change?
• Budgets tighter
• Social media marketing not
a whim anymore
• Has to prove itself
• Next year a tough year,
ROI is paramount

8. How can you define ROI for
social media marketing?
1) Conversions
2) Browsing time
3) Net positive sentiment
4) Exposure on channels / brand awareness
5) Traffic from social media channels
6) Organic traffic
7) Recruitment fees
8) Customer acquisition costs
9) Marketing materials cost

9. We focus on 3…
1) Increasing conversions
2) Driving traffic to your website
(organic and from social media channels)
3) Reducing customer acquisition cost

10. How do we do this?

11. 1. Increasing conversions
• Reviews and Ratings application
• Reviews increase conversions by 2-18%
• People want reviews – 47% want to see on website
• Doubles browsing time + reduces time on competitor
sites
• Reviews drive repeat visits

12. 2.1 Driving organic traffic
• Reviews and Ratings, content on your OWN website
drive organic search engine traffic
• NOT just reviews - Discussions, questions etc…
• 1 review = 1 organic visitor per month = £24p.a

13. 2.2 Generate traffic from social media channels
• Sharing content on your Facebook page –
drives 2.5 times community per month
• Share with other social media websites
• Discussions on your website –
share with LinkedIn

14. 3. Reducing your customer acquisition costs
• Increasing conversions reduces customer acquisition
costs
• Using UGC, reduces marketing spend
• Re-use this content on other channels
• Communication opportunities – through your own site
• Communication through Facebook community
• On Facebook – your ‘likes’ are 51% more likely to buy
from you!
• Also, you can communicate with their friends –
likeminded people!

15. How can 1 review do all of this?
1) Post review (with photo / video) on your website =
one organic visitors = £24 p.a
2) Increases browse time on your product page
3) Increases conversion
4) Share the review with your Facebook page – drive traffic
– 2.5 times fans per month
5) Share with authors FB profile
6) Visible to their friends with a link BACK to your site
(reduce Customer Acquisition Costs)
7) Automatically receive +1 ‘like’ for future communication
opportunities and more…

16. How can one review do all of this?
• This is just using Facebook and one review!
• Ask how else can you integrate activities on
YOUR website to your social media channels?

17. Top Tips
1. Social media is integrated – embed this
Onsite and Onchannel
2. Select your ROI indicators – there are
plenty, benchmark and prove success
3. Take ownership of the interaction by
driving traffic back to your site
4. One piece of content can go a long way
if used correctly

18. Thank you
For more information, please get in touch...
t: +44 (0)1179 055 195
e: anthony@digitalvisitor.com
w: www.digitalvisitor.com