Communicate magazine - Peter Granat
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This document discusses achieving return on investment (ROI) from social media marketing. It recommends starting with clear business objectives and using social media metrics as key performance indicators (KPIs) rather than focusing directly on ROI. Additionally, it suggests starting small with easy wins to build a case for social media and integrating social media with other marketing activities when possible. The document concludes by emphasizing the importance of knowing business objectives, building communications objectives around them, using social metrics as KPIs instead of ROI, starting small for easy wins, and integrating social media with other activities.
Communicate magazine - Peter Granat
- 1. Tweet-up and be counted: achieving real social media ROI Peter Granat CEO, Cision Europe #cisionuk
- 2. #cisionuk
- 3. Not enough metrics? Too many! #cisionuk
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- 14. iPad shipping in Europe 14
- 15. 15 Client services - often the easiest place to start is the “social phone” #cisionuk
- 18. 0 500 1000 1500 2000 2500 0 20 40 60 80 100 01/05/2010 08/05/2010 15/05/2010 22/05/2010 29/05/2010 Pageviews and Entrances Goal Conversions GoalConversions UniquePageviews Entrances #cisionuk
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- 28. 28 Like other comms, SM programs are built on strong creative and integration #cisionuk
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- 30. When your marketing is revenue- generating you’re on to a good thing #cisionuk
- 31. 31 Integration can happen whether you drive it or not – so plan for it #cisionuk
- 32. 32 #cisionuk Cision Social Journalism Study September 2010 N = 279
- 33. 33 #cisionuk Cision Social Journalism Study September 2010 N = 279
- 34. 34 #cisionuk Cision Social Journalism Study September 2010 N = 279
- 35. Cision Impact Scores Response of sales to increases in Publicity. #cisionuk
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- 43. 43 1. Starts with knowing the business objectives 2. Build communications objectives around them 3. Use social media metrics as KPIs not ROI 4. Start small – easy wins– to build a business case 5. Integrate with other marketing and business activities where possible Five rules for achieving social media ROI #cisionuk
- 44. THANK YOU Peter Granat CEO, Cision Europe peter.granat@cision.com #cisionuk