Mike Schaffer is the social media and online marketing manager of an advertising agency that provides digital, branding, and design services. He discusses four truths about measuring return on investment (ROI) for social media: 1) ROI starts with having a clear strategy and goals; 2) choosing the right social media platforms to achieve those goals; 3) maintaining social media efforts requires consistent attention like maintaining a faucet; 4) choosing the proper metrics to measure ROI like website traffic and growth in social media followers. He also addresses common issues with social media like time commitment and offers solutions like using a content calendar for planning posts.

2. SHOW ME THE MONEY

3. Who Are You? Mike Schaffer Social Media and Online Marketing Manager Background in Sports/Restaurant/Entertainment PR PR and Social Media Blogger Among PR Pros on Twitter: Top 100, Top 30, #21 Most Influential Twitter: @mikeschaffer

5. Offices in Washington, DC; Nashville, TN (HQ); Hawaii

6. Agency in-house resources - Brand campaign development - Online advertising - Website development - Social media management - Photography and video production - Custom publications - Contact center - Chats, comments, calls and emails with client prospects

8. Four Truths About ROI

9. Solutions For Your Problems

11. What is Social Media? Social media is a universe of online networks that allow people around the world to connect with each other every day. Each network has different audiences and features. “Social media…is a category of online media where people are talking, participating, sharing, networking, and bookmarking … [encouraging] discussion, feedback, voting, comments, and sharing of information from all interested parties.” – Ron Jones, Search Engine Watch

13. Facebook alone has over 200 million unique visitors every day.

14. People will spend 700 BILLION minutes per month on Facebook.

15. 51% of active Twitter users follow companies, brands or products on social networks.

16. Over 68,000 Tweets per minute (via tweespeed.com 11 OCT 2010)

17. LinkedIn: Growing at roughly one new member per second.

18. 24 hours of video are uploaded to YouTube every minute, and YouTube clocks 2 billion views per day.

21. Online Network Growth

22. Customer Loyalty

23. Increased Traffic (foot and web)

24. Brand Affinity

25. Brand Engagement

29. The Four Truths About ROI

30. #1 - ROI Starts With Strategy What are you trying to accomplish? Why is this something you need to do? What is your time frame? How will you go about achieving your goals in that time frame? How and when will you measure effectiveness?

31. #2 - Location, Location, Location With your goals set, find the right platform(s) to host your campaign! Things to consider: 1) Where do you already have a presence? 2) What network will best help you achieve your goals? Remember each network has itsown capabilities and demographics. 3) Can you leverage multiple platforms or digital entities? Email, text, etc.

32. #3 - The Leaky Faucet Do you pay attention to a faucet that drips once a day?

33. #4 – Choose the Right Yardsticks www.omniture.com www.raventools.com www.wthashtag.com

34. Issues and Solutions

36. Efficiency

37. Accountability

38. Record-Keeping

39. Advanced Planning

41. Maximize Your Content Calendar The BIG Question: What should you put on which networks when? Step 1 – Gather content that relates to and promotes your brand/agency image. Step 2 – Identify the right channels to distribute that content. Step 3 – Try posting different content at different times (morning, midday, afternoon, evening) to see when your network responds. Step 4 – Adjust as necessary: each network has unique standards and rhythm.

43. Social media is a unique blend of advertising, marketing and PR that should be integrated into your overall communication strategy.

44. New form of market research

45. Scalable, cost-efficient

46. Controlled message

47. New business/member/donor generation

48. Strategy and execution can be different people.

50. Step 2: Identify the disconnect.

51. Content

52. Community Management

53. Network Selection

56. Attach a sales tool to social media:

57. Passwords

58. Coupons (active and bounceback)

59. Exclusive deals