1. October 30, 2009
#SMROI

2. 2
Today’s Speakers
Larry Weber
Chairman
Digital Influence Group and
Racepoint Group
@thelarryweber
Alex Mouldovan
CEO
Crowd Factory
@amiam
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3. 3
Agenda
• Larry’s perspective
• Alex’s perspective
• Dialogue between Larry and Alex
• Audience Q&A
#SMROI
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4. 4
Introducing Larry Weber
Chairman
Digital 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

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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

10. 1010
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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 Twitter
o 29,539 unique product page visits
o 178,070 page views
o 1,866 registered words move me members
o 11,600 users driven to Reader product pages
resulting in significant online sales impact

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Introducing Alex Mouldovan
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CEO
Crowd Factory
@amiam

12. 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 often
Measure 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

23. …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.com
www.crowdfactory.com
@crowdfactory
Crowd Factory Can Help

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Larry and Alex Discussion
Larry Weber Alex 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
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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.com
Scott Rozic at social@crowdfactory.com