ROI What's the Fuss About, Aseem Sood,COO, Impact Research & Measurement Pvt. Ltd.pptx

ROI: WHAT'S THE FUSS? Aseem Sood COO Impact Research & Measurement Pvt. Ltd. twitter: @aseemsood Email : asood@impactmeasurement.co.in www.impactmeasurement.co.in

ROI IS NOT # OF FOLLOWERS Source: KD Paine Cost Savings + Cost of program - Cost elimination Greater Efficiency + Cost of program - Cost old way Greater Revenue + Cost of program - Value of leads/ sales INVESTMENT

# OF FOLLOWERS IS STILL A GOOD MEASURE Source: Don Bartholomew Depends on your need Exposure Engagement Influence Action
Brand Mentions
Share of +ve discussions
Comment Sentiment
# of Followers
Comments/ Post Ratio
Number of links
Number of retweets
Bookmarks/ likes
Resolution rate
Likelihood to recommend a friend
Ratings
Reviews
Buy the product
Vote for/ against
Visit the store
Attend the event
Closer to ROI

PRIVATE DATA IS NOT AVAILABLE Source: Don Bartholomew Depends on your need Exposure Engagement Influence Action
Brand Mentions
Share of +ve discussions
Comment Sentiment
# of Followers
Comments/ Post Ratio
Number of links
Number of retweets
Bookmarks/ likes
Resolution rate
Likelihood to recommend a friend
Ratings
Reviews
Buy the product
Vote for/ against
Visit the store
Attend the event
Private data Available in public domain/ Agencies can access

SOCIAL MEDIA APPROACH Source: Dell

ROI CAN BE MEASURED AT EACH STEP Cost Savings Greater Efficiency Greater Revenue LISTEN ENGAGE ACT

RETURN ON LISTENING = HIGHER REVENUE “ I think the way to win in social media or have success is to not talk but to listen“ Gary Vaynerchuk host of Wine Library TV example 1

RETURN ON NOT LISTENING = LOSS Source: 2009 study performed by Mzinga and Babson Executive Education example 2
One person -Dave Carroll cost United $180M
Loss = cost of more than 51,000 replacement guitars.
Source: YouTube

RETURN ON LISTENING = GREATER EFFICIENCY Source: 2009 study performed by Mzinga and Babson Executive Education In a survey in 2009, 80% of respondents reported that customer stories and suggestions helped them shape their products and services better

RETURN ON ENGAGING = GREATER EFFICIENCY Source: Dell, BrandAutopsy example 3
In Febuary 2007, Dell launched IdeaStorm — an “online suggestion box
Pre-installed Linux on Dell computers was one of the first ideas generated from IdeaStorm
' key on Dell Mini moved working with customers on Twitter
35 other ideas have been put into action as a response to listening to feedback from customers on IdeaStorm

DELL MEASURES SM REVENUES AS WELL Total Online Community Size 2 billion people 3.5 million people Revenue $52 billion - Twitter 1.5 million people $6.5 million from Twitter @DellOutlet $3mn @DellnoBrasil $0.8 mn @DellHomeSalesCA $150K Cont... example 3 Source: Dell

“ WE ARE ALL ABOUT LISTENING”, Dell Cont... example 3 Source: Dell
Michael Dell unveiled the Social Media Listening Command Center
Trained more than 5,000 workers on how to use social media

TAKING LISTENING TO THE NEXT LEVEL Cont... example 3 Source: Dell
Monitor more than 22,000 Dell-related topic posts
Average daily mentions of Dell on Twitter alone have a greater reach than the combined circulation of the top 12 daily newspapers in the United States
90% of the time Dell enters into a conversation, it “wins.”

Where do I start?
START LISTENING

START LISTENING – Telecom Example *Green color number denotes Positive Conversation Red color number denotes Negative Conversation

OBSERVE TRENDS *Green color number denotes Positive Conversation Red color number denotes Negative Conversation

Thank you! This document is issued in confidence for the purpose only for which it is produced. It must not be reproduced in whole or in part, or stored in a retrieval system or transmitted in any form or by any means, electronic or mechanical including photocopying and recording or otherwise for any purpose other than under agreement or with the consent in writing from Impact Research & Measurement Pvt. Ltd. Aseem Sood COO Impact Research & Measurement Pvt. Ltd. twitter: @aseemsood Email : asood@impactmeasurement.co.in Web: www.impactmeasurement.co.in To see which companies and which leaders are trending in Indian Print Media REAL-TIME, see Companies: http://bit.ly/aTkuXf CxOs: http://bit.ly/gXAQ3T

ROI What's the Fuss About, Aseem Sood,COO, Impact Research & Measurement Pvt. Ltd.pptx

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ROI What’s the Fuss About, Aseem Sood,COO, Impact Research & Measurement Pvt. Ltd.pptx — Presentation Transcript

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