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?