Brando Social The ROI of Social Media Luke Brynley-Jones

Stupid Question? "What is the ROI of putting on your pants?“ David Meerman Scott The New Rules of Marketing and PR

"What is the ROI of putting on your pants?“

David Meerman Scott

The New Rules of Marketing and PR

Trust and Value If I TRUST you I’m likely to connect with you If you provide VALUE, I’m likely to pay attention

If I TRUST you I’m likely to connect with you

If you provide VALUE, I’m likely to pay attention

Personality Matters Social media works best person to person Businesses are made of people

Social media works best person to person

Businesses are made of people

Benefits and measurement Income Brand awareness Service improvements Knowledge sharing New opportunities

Income

Brand awareness

Service improvements

Knowledge sharing

New opportunities

Income Cost of generating those sales via advertising etc. Click-thrus via 3 rd party blogs/social networks/ re-Tweets Referrals Money in the bank Click-thrus via blogs, social networks, Twitter, Delicious links etc. Sales Value Metric Benefit

Income - examples

Brand Awareness Cost of a media campaign Mentions in online/offline press Press coverage Cost of a buzz campaign to achieve the same results In-bound links / re-Tweets / social bookmarks / votes / posts appearing on Technorati… Viral spread Cost of optimising that keyword / expression Cost of paid (CPC) advertising Listings in top 3 pages (for a given word or phrase) Search engine positioning Cost of targeted advertising to that channel Unique visits / page views Traffic Value Metric Benefit

Cost of optimising that keyword / expression

Cost of paid (CPC) advertising

Benchmarking Interaction “ Share of Conversation” No. of posts discussing "X" and "your company" No. of posts discussing “X" (Radian6) =

“ Share of Conversation”

No. of posts discussing "X" and "your company"

No. of posts discussing “X"

(Radian6)

Service improvements Cost of making those interventions in other ways. Acquisition cost of new customers. Interventions to assist customers via social media Customer satisfaction Cost of focus group or other engagement tactic Length of comments, frequency of comments Customer engagement Cost of market research Value of improvements made to the service Number of comments Feedback Value Metric Benefit

Cost of making those interventions in other ways.

Acquisition cost of new customers.

Cost of market research

Value of improvements made to the service

Knowledge Sharing Cost of subscriptions to mainstream media / time spent researching Value of the opportunities that arise from this knowledge Staff subscribing to word-of-mouth media Learning Cost of meetings, events, or email exchanges Cost of missed opportunities Staff subscribing to each other’s social media Knowledge-sharing Value Metric Benefit

Cost of subscriptions to mainstream media / time spent researching

Value of the opportunities that arise from this knowledge

Cost of meetings, events, or email exchanges

Cost of missed opportunities

New Opportunities Cost of recruiting for those roles Average period of employment Staff retention Cost of sharing real-time information with non-attendees Value of fuelling interaction at events Number of Tweets / replies Twitter streams for events Cost of recruitment via advertising / agency Staff recruited via word of mouth Recruitment Cost of event management Users subscribing to attend Facebook / Meetup / EventBrite events Event management Value Metric Benefit

Take-away… ROI of social media can be DRAMATIC You need to provide VALUE You need to generate TRUST The ROI of social media is MEASURABLE PERSONALITY matters CREATIVITY will be rewarded

ROI of social media can be DRAMATIC

You need to provide VALUE

You need to generate TRUST

The ROI of social media is MEASURABLE

PERSONALITY matters

CREATIVITY will be rewarded

Brando Social Luke Brynley-Jones Blog: oursocialtimes.com Twitter: lbrynleyjones Email: [email_address] Mob: 07939 016179