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Schools

Should Social Media Generate a Positive Return on Investment?

Expert
panel will discuss how to monetize social media

during the March 29th Sales
and Marketing Executives International Minnesota
meeting

It’s time to lay to rest any misgivings you may have about using
social media to market your business. Not only have blogs, Facebook, Twitter,
LinkedIn and other social media channels become legitimate promotional channels
but savvy marketers have developed a number of ways to ensure that their social
media efforts contribute to the bottom line. On March 29, a panel of three such
experts will convene to give their insights on Monetizing Social Media.
Participating will be M Squared Group Managing Partner and Founder Mark Price,
Checkerboard Strategic Web Development President Jason Kocina, and Genoo Founder
and President Kim Albee. The panel will be moderated by Minnesota Business
Publisher Stafani Pennaz. Each panelist will present a short case study followed
by a short discussion session.

“Measurement can be qualitative, such as
traditional surveys, as well as quantitative in dollar impact of social media,”
advises Price. “The key strategy is to move customers from social media into
other channels, such as email or the retail environment, in a way that they can
be identified as those social media customers. Then their behavior --
transactions, redemptions, web site visits and email open/clicks can be measured
to provide the start of a financial impact analysis.”

Adds Kocina, “Once
we build the infrastructure, we see social media ROI as a four-step process:
Start with content streams, establish engagement channels, build your network
and then monetize. Using valuable content to connect with those most likely to
buy from you is the best place to start. So remember to always include a call to
action! Be clear about what you want them to do once you get their attention.”


Albee agrees. “The value of having a social media presence builds over
time. We’ve made a tremendous number contacts in the social world and turned
them into customers. There are ways to drive traffic to your website with social
media and to measure results. But it’s important to understand that it’s the
whole system that delivers your ROI. It takes consistency and staying active.
Too many companies make the dangerous mistake of quitting too
soon.”


Panelists:  Mark Price, Jason Kocina & Kim
Albee
Mark Price
Managing Partner
& Founder, M Squared Group

Mark Price to
the managing partner and founder of M Squared Group, a consulting firm that
specializes in customer analysis and relationship marketing. He is a frequent
speaker at conferences as an expert on data-driven marketing and authors
articles on the same topic. He is responsible for leading client engagements,
e-commerce and database marketing, and talent acquisition at M Squared Group.
Mark is also a RetailWire Brain Trust Panelist, a blogger at “Cultivating Your
Customers” and a monthly contributor to the blog of the Minnesota Chapter of the
American Marketing Association.

Jason Kocina
President, Checkerboard Strategic Web
Development

Jason Kocina is president of
Checkerboard Strategic Web Development. He has been teaching businesses how to
turn their websites into profit centers since 1995. Using his extensive
experience in design and development as well as marketing, Jason specializes in
bridging technology and business by connecting clients’ needs with technological
possibilities. He can quickly review any scenario and determine how best to help
a client. Soft spoken, caring and responsible, Jason easily connects with
everyone. He is especially great at explaining ideas and concepts to
non-technical people.


Kim
Albee
Founder & President, Genoo

Kim
Albee is the founder and President of Genoo, a Software as a Service (SaaS)
offering of Marketing Automation and Integrated Online Marketing Tools
(http://www.genoo.com). Genoo was built for small and midsize business marketers
struggling to keep up with the speed and functionality required to leverage the
Internet effectively to drive growth for their companies. Kim has worked with
organizations such as Minneapolis Star Tribune, Wells Fargo, Verisign Global
Registry Services, and Yahoo! Based on what she’s learned through trial and
error over the years, Kim has authored a quick-read booklet, “Effective Online
Marketing In A Nutshell,” to help business marketers and owners easily get their
arms around online marketing. Kim has spoken at Online Marketing Conferences
nationally and internationally, such as Marketing Sherpa’s B2B Summit, the
Online Marketing Summit, and the Social Media Summit. 

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