Social Commerce

Prepping for the upcoming AMA presentation in Atlanta (http://www.marketingpower.com/Calendar/Documents/2010/spotlights/SocialMediaMonitoring_ROI.pdf) where I will be presenting with friend and colleague Amanda Devito about ROI of social media (because I wanted to be unique and different… oh wait!).

Measuring Social Media ROI

Social Media can be an extension of direct marketing.  When delivering messages in the social space (planting the seeds) focus on crafting call-to-actions that drive engagement (clicks).   Beyond delivering a deeper brand experience, getting the click is critical for tracking.  Once someone has clicked it enables you to track their digital footprint with your brand.  As you deepen the profile over time you can extend the hooks needed to do direct revenue attribution.

On an indirect basis, Social Media can also be a useful tool for generating consumer insights, evaluating media / campaign performance, and a slew of other benefits.  While certainly there is value created for the business here, calculating ROI can be an act of voodoo as you are always striving to correlate two basically unrelated flows.  With that said, you can get to some generally acceptable ROI conclusions by looking at overall brand valuation models.  There are a host of different methodologies out there including license-based (royalty-relief), market value, economic use, cost (a bit dodgy), etc.  A common factor across all of these is relative competitive positioning as part of forecasted cash flows or the all important beta.  A well crafted SMM search can yield underlying data points to include in this type of analysis.

For a quick summary you checkout:

http://www.intangiblebusiness.com/Brand-Services/Marketing-services/News/Brand-valuation-why-amp-how~467.html

December Webinar: How to Implement a Social Media Marketing Strategy

Okay, so yes, on December 17th I am hosting Alterian’s December webinar. My topic for the session will be how to make social media part of your strategic marketing planning.  Yes, I will cover some of the blocking and tackling of deploying to the channels, but the real point of emphasis is how to incorporate in a measurable, accountable way into an overall demand generation program.  Below is the most recent write up…

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What you already know: Your emails are starting to fall on deaf ears; the quality and ROI of your PPC campaigns are on the decline; and your prospects and customers are spending more and more time online, but not necessarily on your site.

What you need to know: Social media can address all of these issues in a measurable, programmable way by taking the brand experience to the community and engaging people where they form impressions and find answers.

In this webinar, I will walk through the steps that can make you a social star. He will cover:

• Tracking customers online and identifying the right social channels
• Creating content that sticks and sells
• Crafting calls-to-action that are tailored to the social media
• Being accountable, and showing straightforward ways to demonstrate lift and ROI
• Developing a search strategy that gives your content the best chance of being found
• Enabling new social channels like LinkedIn, YouTube, and Twitter to cheaply and efficiently spread your brand message
• And much more…

Thursday, December 17, 2009
10am CT / 8am PT / 11am ET / 16.00 GMT
…click to register…