Practical Insights of Measurement-Rich Successful Social Media

Carlos Santiago
President & Chief Strategist Santiago ROI

May 12, 2010

Santiago ROIs Top 6 Insights for a High ROI Social Media Campaign
1. Latinos are Ms Opinionados y Ms Sociales Its been a long fact that Hispanics are more social than non-Hispanics, with more & tighter social networks. This cultural characteristic is being passed from telecom to social media, especially with the advent of more lower cost smart phones and integrated easy access to social networks. In fact, Hispanics are 31% more likely to be in Twitter than in the net population overall. Hispanics will grow from about 3M in 12/09 to 4.4M out of 26M in Twitter by 12/10.

Santiago ROIs Top 6 Insights for a High ROI Social Media Campaign
2. Your best chance to win is not to play on the Super Lotto Social Media should be an integral part of the overall strategy but without factually knowing the Size of the Prize for each Brand you cant get the appropriate L-T investment secured. Determine which strategic path to follow by measuring the REALISTIC Growth Prospects based on the Brands Equity & DNA against key competitors by Hispanic sub-segment. Then determine what P-R & Social Media can contribute to the overall growth opportunity.
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Santiago ROIs Top 6 Insights for a High ROI Social Media Campaign
3. Repeatedly ask, What Consumer Insight is DOA Distinct, Ownable & Authentic to your target and your Brand. Without a distinct and ownable insight, you would simply be talking to yourself. It does NOT take tons of resources to break through the clutter and resonate with consumers. When your Brand resonates with users, building communities, fans and followers becomes organic. Look at Apples iPad & iPhones users! Evaluate whats going to make your Brands Social Media engagement strategy Authentic, Relevant and totally In-Context.
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Santiago ROIs Top 6 Insights for a High ROI Social Media Campaign
4. Use the first hunting principle: Aim straight at target
Set yourself up for success -optimize your targeting technique in a weekly basis! Be diligent about your target plan and stick to it.

Santiago ROIs Top 6 Insights for a High ROI Social Media Campaign
5. Apply the second hunting principle: Keep your eyes open Measure and optimize contextual ads daily for the first month. Remember Direct Response? Figure out which ads are generating more traffic at a lower cost. Balance reach with cost of acquisition while you hit your target. What you think are keywords for your engagement may be different than what the target find passionate. Stay on theme but be flexible!

Santiago ROIs Top 6 Insights for a High ROI Social Media Campaign
6. In Social Media, dont over commit sales growth... First, Commit on impacting Brand familiarity, trust, relevance and resonance; Social Media can move perception easier than building traffic or sales. Volume growth is not impossible but maybe there are higher ROI vehicles to do so, such as in-store engagement and POS. Integrating Social Media and retail strategies together could be the ULTIMATE! validating volume growth WHILE building the Brand.

GRACIAS!

Santiago ROI
Los Angeles, CA 91604 323.463.4648 carlos@SantiagoROI.com www.SantiagoROI.com

Insights available at:

http://www.SantiagoROI.com/News