October 30, 2009

#SMROI

Today’s Speakers

Larry WeberChairman

Digital Influence Group andRacepoint Group@thelarryweber

Alexander MouldovanCEO

Crowd Factory@amiam

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Agenda

• Larry’s perspective • Alex’s perspective• Dialogue between Larry and Alex• Audience Q&A

#SMROI

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Introducing Larry Weber

ChairmanDigital Influence Group and

Racepoint Group@thelarryweber

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About Us

Full service digital agency that is social media at its core

A global public relations agency that helps clients harness the power of both traditional and social media to build and protect reputation and drive business

Integrated Social Marketing

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Creating Sustained Social Marketing ROI

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Using Data to Manage Your Campaign

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Choosing the Right Tools

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1010

Community Destination

Earned Media Outreach

NYC Public Library Event

Blogger Contest Widget

PROGRAM STRATEGY

Proprietary and Confidential

SonyStyle In <90 Days:o 1.57 million mentions and links on Twittero 29,539 unique product page visits o 178,070 page viewso 1,866 registered words move me memberso 11,600 users driven to Reader product pages

resulting in significant online sales impact

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Introducing Alexander Mouldovan

CEOCrowd Factory

@amiam

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Measuring ROI of Social Media

add

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84% of business buyers say Word of Mouth is #1 influencer of purchase decisions

Social Media is Transforming Business

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Fail early, fail oftenMeasure every point of conversion, and build social equity in your brand.

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Social Web Presence Facebook Twitter Myspace

Social Network Ads

Listening platforms Radian 6

Collaboration Wikis Basecamp

Sharing Sharethis, addthis, etc.

Ideation MyStarbucksIdea.com

Customer Service Message boards for self service @zappos

Brand communities Photo Contest Comments, boards Widgets

Experimentation - Precursor to ROI

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Increased Revenue Lead generation driven by word of mouth Conversion driven by user endorsements

Increased Reach for Lower CPA Brand advocates drive more reach and influence than emails / ads

Network Value of Customer Customer Lifetime Value = their direct value + their network’s value WOM marketing 3X as effective as traditional marketing (Harvard

Business Review)

Social Marketing is Explosive

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Feed – the New Email

Ashton listened to Coldplay’s new single

Ashton listened to Coldplay’s new single. Visit pop.to/billboard to listen too!

Feed user actions on brand website to social web

Brand reaches further with less marketing spend

Traceable links and customizable templates for Facebook posts

Ashton Kutcher

Great idea Ashton. Maybe we should all do it.

Oprah Winfrey

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Lower cost of acquisition

Leverage influence

Automate word of mouth

Map influence

Feed Marketing

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$2,000,000+ in sales from sending special offers from its Dell Outlet store to 600,000+ Twitter followers ~ Dell, 2009

Grew its Gen X customer base by 55% by introducing products tailored to their needs (manage expenses long term savings, not retirement) learned through community dialog

Marriott has made more than $5 million in bookings from people who clicked through to the reservation page from Marriott's blog ~ Marriot, ’08

CDW increased customer value 17% using decision maker communities to inspire new lead gen approaches… new account managers using community best practices bring in more new customers… these customers are 4X more valuable than through other channels

Ebay found in 2006 that participants in online communities spend 54% more than non-community users.

Example ROI

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Best Practices Develop and monitor social brand presence Engage users to increase time on site and conversion Incent desired behaviors with reputation & rewards Track influencers, campaign performance, feed marketing

Measure Social Marketing ROI Optimize marketing mix Create viral loops through feed marketing Illuminate and leverage influence Segment + target actions

Call to Action

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Integrated view of all the social activity (brand and customer) and impact Traffic / customer growth Activity / engagement

Social analytics Top influencers User segments Social conversion funnel Content performance Campaign a/b testing Network performance (FB vs. twitter) Trending

Customer Network Value = customer lifetime value + customer network value

Track Progress

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Social is reshaping business Tune in to what’s working and test it for your business

Social marketing = fastest growing and highest value Greater reach and lower CPA than traditional marketing alone

Use tracking capabilities to identify what’s working and optimize

Start simple and iterate rapidly

Conclusions

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…engage with Social Onsite––––––––––––––––––––––––––––––––––––––

Power unique social website experiences with go anywhere APIs. Get to value

quickly with widgets. Leverage Social Connect (e.g. Facebook Connect, Twitter) to

acquire /authenticate, and improve registration conversions.

…acquire with Social Connect

–––––––––––––––––––––––––––––––––––––––––Seamlessly generate word of mouth.

Quickly launch social marketing campaigns for lead generation. Social Connect

integrates your marketing and community with Facebook, Twitter, Yahoo! and

Myspace.

…optimize with Social Insight

–––––––––––––––––––––––––––––––––––––––Actionable Analytics. Identify influencers to

acquire and retain customers. Build segments based on social behaviors, and

then launch campaigns against those segments. Turn insight into revenue.

Crowd Factory Can Help

social@crowdfactory.comwww.crowdfactory.com@crowdfactory

Crowd Factory Can Help

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Larry and Alex Discussion

Larry Weber Alexander Mouldovan

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Questions from the Audience

Feel free to type in your questions for Larry and Alex.

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Additional Resources

1. To get a copy of our white paper on “Measuring Social Media ROI”

Email: webinar@w2groupinc.com

• To share the recording of this webinar

www.racepointgroup.com/digital/resources.cfm www.crowdfactory.com

• Other questions, contact:Jackie Lustig at jlustig@w2groupinc.comScott Rozic at social@crowdfactory.com

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