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PRESENTER: Let's get to what everybody
really wants to know.
I know you're really here because you want to find out,
how does social media affect my bottom line?
How do I know about sales?
How am I getting ROI?
Well, your strategies definitely have to lead to
tactics that cause the consideration and a sale,
because that's why we're all really here, right?
So we did the poll earlier, does your company have a way
to prove your social media ROI?
I'm very interested to see these stats.
That can come up here in a minute, [INAUDIBLE] back.
Recently there was a state of digital marketing report that
really proved-- oh, here we go.
So no, 65% of you don't really know how to.
I'm not surprised by that.
That's why we're up here talking about it-- give you
some tips on how to prove ROI.
So again, this is a digital marketing report done
earlier this year.
Really is up here to prove to you that it can be done.
How many of you are a little surprised that B2B, 39% of
leads they found are generated from Facebook?
I think it's a little surprising.
It's not for B2C.
Facebook's known well for the B2C.
Number two for B2B is LinkedIn.
Again, not as surprising.
But I think this chart really adequately reflects the fact
that we do see sales and leads coming from social media.
How do we do it?
Social intelligence.
We need to learn.
I know we keep saying learning about our customer, listening,
finding out who they are, where to reach them, when to
reach them.
Just because everyone's on Facebook and Twitter doesn't
mean you necessarily need to be there.
This is some stats that we do for a client.
Basically, how are we integrating all of our stats
across the board and actually being able to prove any kind
of correlation with sales or spikes on any kind of
engagement.
So here we have, the first chart line is online sales
that we get from a client.
They actually provide that information to us
confidentially.
So we're able to see when they spike.
This is more of a B2B player.
The valleys are on weekends.
We notice that the larger spikes are on Thursdays.
We actually put that on top of Facebook
mentions and Twitter mentions.
And you can see this
correlation starting to happen.
This started happening after we were implementing a
strategy for a little while.
So you're not going to see this overnight, unless you're
doing an amazing job and you just haven't really been
paying attention.
So basically we learned, these Twitter spikes right after the
sale, people were going to Twitter to talk about
something they just purchased.
We learned that.
So we're going to start using our strategy to talk to people
after we've made the sale and seeing if we get any
feedback from them.
Facebook, it was actually right before the sale.
So people were investigating and asking and reaching out
and asking questions before they went
for the call to action.
And then we also internally work with our optimization
team to get Google Analytics and SEO traffic numbers.
And we can see web traffic from Linked in and make those
correlations as well.
So this is making the correlations.
We're getting a lot better.
Google Analytics is getting a lot better with social
conversions, making sure you have trackable links, making
sure you sure you have distinct calls to action, and
being able to track all of that, and just making sure
you're getting those sales numbers.
Or maybe it's not online sales.
You can also relay in store sales on the chart.
Or if you're just trying to get more candidates, in
recruiting, HR, if that's one of your main goals, overlaying
that, when you're getting more resumes in.
So how do we do this?
I know a lot of companies--
we're in silos.
You have marketing, you have HR, you have your sales team.
No one's really talking to each other.
So we need to break that down.
Everyone needs to start talking.
That's really the only way you're going to start seeing
any kind of correlation or success, because if your
marketing team doesn't understand what your sales
team is doing, then it's really going to be hard to
prove that ROI.
So that's the basis of social economics.
2013, the tools are getting smarter.
We use a combination of SDL for our mentions.
We use Google Analytics.
There's a few other things that we're also using.
There's no one size fits all quite yet.
I hope there is one soon, because it would make my life
a lot easier, but it'll be seen.