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Leveraging Social Media as presented at NCHELP
- 1. Leveraging Social Media Christopher S. Penn, Director of Strategy www.WhatCounts.com
- 2. Why WhatCounts? Flexible Deployment Options Dedicated Account Model Campaign Production Services Video Enhanced Email
- 3. Fair Warning
- 4. Tomorrow is here!
- 5. facebook 600,000,000+ January 2011 8.67%
- 6. Social Networking Sees Marked Year-Over-Year Growth Age 35-54 % by Age Group Who Currently Have a Personal Profile Page on Facebook, MySpace, LinkedIn or Any Other Social Networking Web Site 80% 78% 76% 77% 2008 2009 2010 2011 68% 64% 65% 63% 63% 57% 54% 51% 44% 45% 34% 35% 32% 31%31% 22% 17% 14% 15% 13% 10% 4% 3% 3% 12-17 18-24 25-34 35-44 45-54 55-64 65+ Base: Total Population 12+ © 2011 Edison Research/Arbitron Inc.
- 7. Number Using Social Networking Sites “Several Times per Day” Now Approximately 46 Million Americans Americans (in millions) who Use Social Networking Sites/Services “Several Times per Day” 46 Million 39 Million 18 million 2009 2010 2011 Base: Total Population 12+ © 2011 Edison Research/Arbitron Inc.
- 10. Conceptual
- 12. Audience Marketing Prospects Leads Customers Sales Evangelists
- 13. Audience Marketing Prospects Leads Customers Commitment Evangelists
- 14. Audience Prospects Leads Social Customers Evangelists
- 17. Audience Content
- 18. Audience 80 Content
- 19. 32,214 32,214 32,214 32,214 32,214 Audience 80 Content
- 20. 32,214 32,214 32,214 32,214 32,214 Audience 107 80 Content
- 21. Metcalfe’s Law
- 26. Listen
- 30. Be human.
- 32. Provide value.
- 35. WIIFM
- 36. Cross Promote
- 37. Christopher S. Penn VP, Strategy and Innovation Blue Sky Factory http://www.BlueSkyFactory http://twitter.com/blueskyfactory http://facebook.com/blueskyfactory cpenn@blueskyfactory.com http://twitter.com/cspenn Did you know that email marketing has a $43.62 ROI according to the Direct Marketing Association? Ask us how you can get there.
- 38. blend online and offline
- 39. incentivize
- 41. Conversation Awareness Need Lead
- 44. Give social folks a place to call home
- 48. Every now and again, ASK
- 50. Have something shareable!
- 54. Social proofing for sales
- 56. Process > Tools
- 63. treat your evangelists well
- 64. what if you don’t have any influencers?
- 65. A brief word or two on metrics and analytics
- 66. Track via actions you care about
- 67. R Photo credit: AMAgill I
- 68. Earned - Spent = ROI Spent
- 69. Time is money, friend!
- 71. Annual Income =Hourly 2,080
- 72. Annual Income =Hourly 2,080 Hours x Rate = Time Spend in Money
- 73. $50,000 = $24.04 2,080 5 x $24.04 = $120.20
- 74. 1000 - 620.20 = 61.2% 620.20
- 75. Worksheet 1 Money Earned: $_______ Money Spent: $_______ Hourly Rate: $_______ Time Spent: _______ Time Spent in Money: $_______ Total Spent: $_______ Total Earned-Total Spent _______% Total Spent
- 76. Worksheet 2 Example Method PPC Email Twitter Money Earned $1,000.00 $12,563.00 $750.00 Money Spent $500.00 $5,000.00 $0.00 Hourly Rate $24.04 $24.04 $24.04 Time Spent 5 5 40 Time as Money $120.20 $120.20 $961.60 Total Spent $620.20 $5,120.20 $961.60 Earned - Spent / Spent 61.24% 145.36% -22.00%
- 77. ... and we haven’t talked about measuring anything yet!
- 78. The Summary of Social Media
- 79. Where are we going?
- 86. The Social Habit II The Edison Research/Arbitron Internet and Multimedia Study 2011 Tom Webster - Vice President, Strategy Edison Research http://ar.gy/QHy
- 87. Why WhatCounts? Flexible Deployment Options Dedicated Account Model Campaign Production Services Video Enhanced Email
- 88. Christopher Penn cspenn@gmail.com Twitter: @cspenn LinkedIn: cspenn.com/l Facebook: cspenn.com/f Web: christopherspenn.com