Social media ROI presentation - Communicate event 2010
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Social media ROI presentation - Communicate event 2010

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Social media – proving its value ...

Social media – proving its value
Peter Granat, CEO of Europe, Cision

If you’re already listening to and engaging with social media conversations, the next step is knowing what you’re getting back from your involvement in it. How can you measure your social media ROI? And what do you need to evaluate to adapt your strategies for better results in the future?
Looking at client case study examples like the World Cup, 3D television and the UK iPad launch, this session highlights best practices for social media measurement and how to interpret your results.

uk.cision.com

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  • CLAIM: McDonald’s spent $1,000 on a campaign, leveraged Foursquare to get people in the door, and increased foot traffic by 33%, resulting in some unknown but probably decent spike in business (sales.) - first reported on mashable.McDonald’s never actually measured foot traffic. The only metric mentioned: Foursquare Check-insMcDonald’s have about 26 million customers per day, meaning a 33% increase equals 7.8 million foursquare users. But, Foursquare has only a total of three million accounts (and only one million active users).
  • This work (i.e your clients) is already “out there” – respond, measure and present ROI as business case 1.0
  • Journalists increasingly using SM/web content in their work – but are PRs taking full advantge?
  • Journalists are divided over how how much PRs understand social mediaNOTE: RT @monkeyfonkey “POT/KETTLE?”
  • There are other ways to use SM with measurable ROI

Social media ROI presentation - Communicate event 2010 Social media ROI presentation - Communicate event 2010 Presentation Transcript

  • Tweet-up and be counted:achieving real social media ROI
    Peter Granat
    CEO, Cision Europe
    #cisionuk
  • #cisionuk
  • Not enough metrics?
    Too many!
    #cisionuk
  • #cisionuk
  • ?
    #cisionuk
  • 6
    #cisionuk
  • 7
    #cisionuk
  • 8
    #cisionuk
  • 9
    #cisionuk
  • 10
    #cisionuk
  • 11
    #cisionuk
  • 12
    Starting small....
    #cisionuk
  • 13
    #cisionuk
  • 14
    Client services - often the easiest
    place to start is the “social phone”
    #cisionuk
  • CISION.com
    THE WEB
    CisionPoint
    blog.cision.com
    #cisionuk
  • CISION.com
    PAID WEB MARKETING
    CisionPoint
    blog.cision.com
    #cisionuk
  • #cisionuk
  • #cisionuk
  • #cisionuk
  • 20
    #cisionuk
  • #cisionuk
  • 22
    Going large....
    #cisionuk
  • #cisionuk
  • 24
    #cisionuk
  • 25
    Like other comms, SM programs are built on strong creative and integration
    #cisionuk
  • #cisionuk
  • When your marketing is revenue-generating you’re on to a good thing
    #cisionuk
  • 28
    Integration can happen whether you drive it or not – so plan for it
    #cisionuk
  • 29
    Cision Social Journalism Study
    September 2010
    N = 279
    #cisionuk
  • 30
    Cision Social Journalism Study
    September 2010
    N = 279
    #cisionuk
  • 31
    Cision Social Journalism Study
    September 2010
    N = 279
    #cisionuk
  • Response of sales to increases in Publicity.
    Cision Impact Scores
    #cisionuk
  • #cisionuk
  • 34
    And there’s more....
    #cisionuk
  • #cisionuk
  • #cisionuk
  • #cisionuk
  • 38
    Five rules for achieving social media ROI
    1. Starts with knowing the business objectives
    2. Build communications objectives around them
    3. Use social media metrics as KPIs not ROI
    4. Start small – easy wins– to build a business case
    5. Integrate with other marketing and business activities where possible
    #cisionuk
  • THANK YOU
    Peter Granat
    CEO, Cision Europe
    peter.granat@cision.com
    #cisionuk