i'm on facebook. now what?
DESCRIPTION
AMA-Madison welcomes Ann Dalee and Peter Raisch of Kennedy Communication, a Madison based Integrated Marketing Agency.Ann and and Peter will talk through the evolution of social media and its different ROIs for businesses and organizations.TRANSCRIPT
I am on Facebook.
Now what?
AMA Madison Chapter May 2011
Presented by Ann Dalee and Peter Raisch
Why?
The Consumer Battlefield
A social media analogy
Direct Mail
Newspaper ads
TV Ads
Radio Ads
Web site
Force Multiplier: Spy
Force Multiplier: SEALs
What’s the mission?• Digital ROI– Clicks to the website, boost traffic, social
authority
• Brand ROI– Impressions and public relations
• Customer Service and Support– Answer questions, be the lightening rod
• Lead Generation ROI – Actual names, email address and phone
numbers that salespeople can act upon
Why Other People Do It
How a 75-year-old brand is
making money off of
Facebook….
As unsexy as it gets.
Result of Hard
Water on a Water
Heater
How the mission changed…
Changing the Strategy
Call to Action
Funnel
Registration or Buying Process
Targeted Facebook Ads
Reach Your Target CustomersChoose audience by location, age, interests & more
Deepen Your RelationshipsAdvertising on Facebook is about initiating and fostering
relationships
Why the change?
Low time on site Huge bounce rate
Before the change
After the change
System-wide Lead Cost
Before:
January: $2,384
After:
April: $398
But what if don’t want leads…
How Should I Measure This?
Brand ROI
One Market
Overall marketing budget: April: $8,556
Spent on Social Media:
April: $274 (3.2% of budget; Google 6.4%)
CostsCost per lead:
April: Facebook: $160 Google Marketing: $183
Cost per (social) thousand: April: Via Likers: $12.50
Compared to a client who just brand builds: Via Likers: $8
Trends and Benchmarks
Real World Takeaways
• Social media should not work on a vaccuum.
• Define your goal.
• If you do not measure it, you cannot control it.
Don’t be afraid to evolve your ROI vision.
Or let anyone else define your ROI….
Questions?