CyTRAP LabsComMetrics Presentation for      2011-11-02 - Wednesday Social Media Marketing         Where is the ROI?       ...
CyTRAP Labs  _The plan   1. What is this – social media? Why will my Apps not save me?  2. Cases/examples: Xing, LinkedIn...
CyTRAP Labs  _1 Before we start - what is social media?  In short, digital media is the different platforms on which peopl...
CyTRAP Labs  _1 The short history      Mobile stats from ITU http://www.flickr.com/photos/cytrap/6284961605  Short history...
CyTRAP Labs  _1 What is social media for my organization?  Social Media empowers consumers of content to become producers ...
CyTRAP Labs  _1 The Queen IS and REMAINS to be ... survey says:   Graphic and more infos here: http://www.flickr.com/photo...
CyTRAP Labs  _1 40,000 downloads of your iPad App    Does this help your revenue stream?  - August 20, 2011 - Die "Süddeut...
CyTRAP Labs  _The plan   1. What is this – social media? Why will my Apps not save me?  2. Cases/examples: Xing, LinkedIn...
CyTRAP Labs  _2 Is anybody listening?  We proposed a while back on the ComMetrics blog the 900-98-1.5-0.5 rule,  which sta...
CyTRAP Labs  _2 The psychology of sharing – why do people share?   Study reports:   We share more content, From more sourc...
ComMetrics  _2 Xing, LinkedIn – Why should I join, contribute?  1. Introduces herself – no-      body says hi, why?  2. Br...
CyTRAP Labs  _2 promotion and business ethics   AVIVA (insurer) asks people to upload picture to   Facebook page   Aviva w...
CyTRAP Labs  _2 NZZ campaign – Facebook promotion   If we have gained a 1,000 fans we have spent about   Sfr 50,000 to Sfr...
CyTRAP Labs  _The plan   1. What is this – social media? Why will my Apps not save me?  2. Cases/examples: Xing, LinkedIn...
CyTRAP Labs  _3 The pitfalls of using the wrong     benchmarks   What are the right benchmarks ?   How many Nobel Prizes a...
CyTRAP Labs  _3 The pitfalls of using the wrong     benchmarks – KISS and SMART metrics   What are the right benchmarks ? ...
CyTRAP Labs  _4 Wrap-up – where is your ROI?  1. What is this – social media? Why will my Apps not save me?  2. Cases/exam...
CyTRAP Labs  _4 Strategie – zusammen zum Erfolg  Podcast, Video and Slides from presentation available: http://ad.vu/6exm ...
CyTRAP Labs  _Thanks for listening  Social Media Performance - benchmark your blog – improve performance: http://my.ComMet...
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Social media ROI: 3 things to watch out for

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Social media ROI: 3 things to watch out for

  1. 1. CyTRAP LabsComMetrics Presentation for 2011-11-02 - Wednesday Social Media Marketing Where is the ROI? Roentgenstrasse 49 Street CH-8005 Zuerich Zip Code Switzerland Country +41(0)44 272 1876 Voice +41(0)76 200 7778 Cell 2008_06_16 URL www.ComMetrics.com
  2. 2. CyTRAP Labs _The plan  1. What is this – social media? Why will my Apps not save me? 2. Cases/examples: Xing, LinkedIn, Aviva, Children Charity, NZZ, 3. Benchmark: Chicago Booth gets practical with My.ComMetrics.com 4. Wrap-up 2011_11_02 _Intro >Social Media & iApp >Cases >Benchmark >Wrap-up
  3. 3. CyTRAP Labs _1 Before we start - what is social media? In short, digital media is the different platforms on which people communicate electronically (e.g., Facebook, Twitter, Skype….) Social Media encompasses any tool or service that uses telecommunication technology, including digital media, to facilitate production and exchange of data, information and action including conversation. Gattiker, Urs. E. (in press). Social media marketing: How to measure your efforts for impact. http://ad.vu/f8ff See also http://info.cytrap.eu/?p=176 2011_11_02 >Intro _Social Media & iApp >Cases >Benchmark >Wrap-up
  4. 4. CyTRAP Labs _1 The short history Mobile stats from ITU http://www.flickr.com/photos/cytrap/6284961605 Short history 1990 CompuServe (later taken over by AOL) makes gateway to the academic internet 1994 Los Angeles Times New Year’s Prediction – Yuppies get e-mail address in 1995 1996 ICQ – messenger – became popular around 2000, Intel had ALREADY VoIP 2000 at Aalborg – news board – Ascii newsletter (weekly) 2001-2002 LinkedIn 2002 Skype – Google Talk is safer & better 2003-4 WordPress weblogs – started to take off 2006 Facebook 2008 Twitter, Identi.ca, Naijapulse 2011 Google Plus while 2010 Google Buzz flopped so did Aarkvard http://www.flickr.com/photos/measure-for-impact/6237231742 (Google flop more infos) 2011_11_02 >Intro _Social Media & iApp >Cases >Benchmark >Wrap-up
  5. 5. CyTRAP Labs _1 What is social media for my organization? Social Media empowers consumers of content to become producers of content relatively quickly and easily, without having to be geeks. In part, social media can shift communication from a broadcast model of few- to-many to a model of many-to-many, as well as many-to-few (i.e. everybody wants to share but few might want to hear). Why was I not consulted Gattiker, Urs. E. (in press). Social media marketing: How to measure your efforts for impact. http://ad.vu/f8ff See also http://info.cytrap.eu/?p=176 2011_11_02 >Intro _Social Media & iApp >Cases >Benchmark >Wrap-up
  6. 6. CyTRAP Labs _1 The Queen IS and REMAINS to be ... survey says: Graphic and more infos here: http://www.flickr.com/photos/measure-for-impact/6197030403 *Approximately 294 billion msgs are sent each day. This total excludes 106 billion messages that can be classified as spam. Daily updates on Facebook & Twitter = 0.2% of all e-mails 2011_11_02 >Intro _Social Media &
  7. 7. CyTRAP Labs _1 40,000 downloads of your iPad App Does this help your revenue stream? - August 20, 2011 - Die "Süddeutsche Zeitung" meldet mehr als 40.000 Downloads für die App seines "SZ-Magazins". In ganzesitigen Eigenanzeigen bedankt sich der Verlag aus München bei seinen Lesern für den Zuspruch. die zufriedene Kundin spricht Because data for free Apps is such that less than 3% are used 30 days after download 3% of 40,000 = 1200 x 72 cents = Euro 864.00 more revenue – 30% for Apple = Euro 600.00 per weekend more revenue We all wanted to write the SBB App – that one is successful! More infos: http://www.flickr.com/photos/measure-for-impact/6082190676/ 2011_11_02 >Intro _Social Media & iApp >Cases >Benchmark >Wrap-up
  8. 8. CyTRAP Labs _The plan  1. What is this – social media? Why will my Apps not save me? 2. Cases/examples: Xing, LinkedIn, Aviva, Children Charity, NZZ, 3. Benchmark: Chicago Booth gets practical with My.ComMetrics.com 4. Wrap-up 2011_11_02 >Intro >Social Media & iApp _Cases >Benchmark >Wrap-up
  9. 9. CyTRAP Labs _2 Is anybody listening? We proposed a while back on the ComMetrics blog the 900-98-1.5-0.5 rule, which states that 900 out of every 1000 people never see information in their inbox (e.g., Facebook update from their friends showing up on their wall) or RSS reader, ninety-eight people read it, one-and-a-half people share and only half a person creates original content (e.g., blog post or comment Gattiker, Urs. E. (in press). Social media marketing: How to measure your efforts for impact. See also http://info.cytrap.eu/?p=176 2011_11_02 >Intro >Social Media & iApp _Cases >Benchmark >Wrap-up
  10. 10. CyTRAP Labs _2 The psychology of sharing – why do people share? Study reports: We share more content, From more sources, With more people, More often and More quickly From broadcasters to sharecasters: Receiving, Combining, Redistributing Mashing up Creating and recreating Study found that people share content to promote themselves. An easy way to do this is to keep track of trending topics or news breaking news, and put your own spin on it (called mashing up, recreating!) More infos: http://www.flickr.com/photos/measure-for-impact/6108685264 2011_11_02 >Intro >Social Media & iApp _Cases >Benchmark >Wrap-up
  11. 11. ComMetrics _2 Xing, LinkedIn – Why should I join, contribute? 1. Introduces herself – no- body says hi, why? 2. Broadcasts event. No question asked in his post that members could respond to. Therefore, how can we discuss or contribute to this entry? 3. Similar to point 2. Wolf- gang broadcasts his event Graphic and more infos: http://www.flickr.com/photos/measure-for-impact/6194092499 2011_11_02 >Intro >Social Media & iApp _Cases >Benchmark >Wrap-up
  12. 12. CyTRAP Labs _2 promotion and business ethics AVIVA (insurer) asks people to upload picture to Facebook page Aviva will donate £2 per picture to Save the Children – winner picture(s) projected live on to London‘s National Theatre This add costs how much ? What you guess More than the charity gets from this marketing Exercise Is this just, ethical and does this help our Reputation? Graphic and infos: http://www.flickr.com/photos/measure-for-impact/6194092499 2011_11_02 >Intro >Social Media & iApp >Cases >Benchmark >Wrap-up
  13. 13. CyTRAP Labs _2 NZZ campaign – Facebook promotion If we have gained a 1,000 fans we have spent about Sfr 50,000 to Sfr 100,000 for this Facebook campaign! Moreover, how will we keep these students engaged or returning to the NZZ campus page once the sweepstake has run its course? Remember, about 90% of Facebook fans on brand pages never come back after they liked the page Graphic and more infos here: http://www.flickr.com/photos/measure-for-impact/6197030403 2011_11_02 >Intro >Social Media & iApp >Cases >Benchmark >Wrap-up
  14. 14. CyTRAP Labs _The plan  1. What is this – social media? Why will my Apps not save me? 2. Cases/examples: Xing, LinkedIn, Aviva, Children Charity, NZZ, 3. Benchmark: Chicago Booth gets practical with My.ComMetrics.com 4. Wrap-up 2011_11_02 >Intro >Social Media & iApp >Cases _Benchmark >Wrap-up
  15. 15. CyTRAP Labs _3 The pitfalls of using the wrong benchmarks What are the right benchmarks ? How many Nobel Prizes a business school‘s faculty has? On how many social media platforms the school is active? The level of engagement the business schools shows using social media? How your school compares to Harvard (i.e. publishing, raising money?)? Graphic & more infos here: http://www.flickr.com/photos/measure-for-impact/6225342931/ 2011_11_02 >Intro >Social Media & iApp >Cases _Benchmark >Wrap-up
  16. 16. CyTRAP Labs _3 The pitfalls of using the wrong benchmarks – KISS and SMART metrics What are the right benchmarks ? How many Nobel Prizes a business school‘s faculty has? On how many social media platforms the school is active? The level of engagement the business schools shows using social media? How your school compares to Harvard (i.e. publishing, raising money?)? Target – what you need to achieve? Operationalize – how can I measure progress? Graphic & more infos here: http://My.ComMetrics.com/blog_info.php?id=23 Define KISS and SMART metrics http://howto.commetrics.com/smart-benchmarking/ 2011_11_02 >Intro >Social Media & iApp >Cases _Benchmark >Wrap-up
  17. 17. CyTRAP Labs _4 Wrap-up – where is your ROI? 1. What is this – social media? Why will my Apps not save me? 2. Cases/examples: Xing, LinkedIn, Aviva, Children Charity, NZZ, 3. Benchmark: Chicago Booth gets practical with My.ComMetrics.com 4. Wrap-up - first address - what is the purpose (i.e. what helps my client) for doing this, thereafter the strategy, then do not forget to measure your performance... 2011_11_02 >Intro >Social Media & iApp >Cases >Benchmark _Wrap-up
  18. 18. CyTRAP Labs _4 Strategie – zusammen zum Erfolg Podcast, Video and Slides from presentation available: http://ad.vu/6exm Have questions – please call us +41(0)44 272 1876 Voice +41(0)76 200 7778 Cell 2011_11_02 >Intro >Social Media & iApp >Cases >Benchmark _Wrap-up
  19. 19. CyTRAP Labs _Thanks for listening Social Media Performance - benchmark your blog – improve performance: http://my.ComMetrics.com Follow us on Twitter: @CyTRAP (German) or @ComMetrics (English) Our group on Xing: https://www.xing.com/net/smmetrics/ Roentgenstrasse 49 Street Books: http://ad.vu/f8ff CH-8005 Zuerich Zip Code Flickr - infographics: http://ad.vu/zqek Switzerland Country +41(0)44 272 1876 Voice +41(0)76 200 7778 Cell www.info.cytrap.eu/about-us URL 2011_11_02 >Intro >Social Media & iApp >Cases >Benchmark _Wrap-up
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