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ROI of Social Media
Measuring the Un-Measurable
@soravjain

www.facebook.com/learnsocialmedia
Social Media is like Teen Sex
Sex
Avinash Kaushik, Analytics Evangelist, Google
Everyone wants to do it.
Nobody knows How?...
“High / Wrong

Expectations!”
What
Investment?

www.facebook.com/learnsocialmedia
Is Social Media an extension of
business ethics? Should there
even be a “return”?

www.facebook.com/learnsocialmedia
Brand
Awareness

Trust

Loyalty

Passion
Qualitative
Benefits

Conversations
www.facebook.com/learnsocialmedia

Insights

...
…..but you’ll probably be told

that stuff is hard to measure
www.facebook.com/learnsocialmedia
It IS easy to measure, just not with usual
success metrics…
… It doesn’t just boost sales but impacts the overall organiza...
www.facebook.com/learnsocialmedia
Know which needles*

www.facebook.com/learnsocialmedia
Know which needles* you want
to move and.

www.facebook.com/learnsocialmedia
Know which needles* you want
to move and how to keep track.
Know which needles* you want
to move and how to keep track.
*be strict and choose metrics
that actually translate into a
b...
Does Number of Followers Define ROI?

It is a meaningless metrics………….. “IGNORE”
www.facebook.com/learnsocialmedia
Define Success Metrics
Few Examples:
Number of people who filled in the “get more info” form
Number of influential blogs t...
Measuring Qualitative and
Quantitative

www.facebook.com/learnsocialmedia
Case 1: Star Bucks

www.facebook.com/learnsocialmedia
A campaign to increase Satisfaction and Obtain
Customer Feedback

Success Metrics
Amount of feedbacks
received.
Amount of ...
Case 2: Ching’s Secret
www.facebook.com/learnsocialmedia
A Campaign to Listen Consumers and Understand
Consumer Behavior
Success Metrics
- Media Coverage and
Positioning among
Aut...
Case 3: Paranormal Activity
The WOM Process

www.facebook.com/learnsocialmedia
Demand how?
By clicking
To watch the movie
Invite people to
make it
Invite people to
make it

1,000,000
Demands
How the Demand Grew?
By
Spreading
the Word
Via
By
Spreading
the Word
Via

Emailing Friends
tweeting

Emailing Friends

By
Spreading
the Word
Via
Using widget on blogs & websites

tweeting

Emailing Friends

By
Spreading
the Word
Via
Using widget on blogs & websites

tweeting

Emailing Friends

By
Spreading
the Word
Via

Facebook share
Using widget on blogs & websites

tweeting

Emailing Friends

By
Spreading
the Word
Via

Facebook share

Pasting the links
Using widget on blogs & websites

tweeting

Emailing Friends

By
Spreading
the Word
Via

Facebook share

Pasting the links...
Using widget on blogs & websites

tweeting

Emailing Friends

By
Spreading
the Word
Via

Facebook share

Pasting the links
Tweeting
Tweeting about
Paranormal Activity
Demand
Tweeting about
Paranormal Activity
Experience
Tweeting Paranormal
Activity Reviews & Posting
links to reviews by experts,
videos, websites and blogs
Leading to a Paranormal
Activity Conversation
Ample Paranormal Activity tweets & conversation makes
it in the list of TRENDING TOPICS
Raising Curiosity among Tweeters who haven’t heard about

Paranormal Activity!
Resulting in conversation, questions & need to know about

Paranormal Activity!
Facebook Share and Fan Pages
More than 25 Paranormal Activity fan pages with maximum holding

1,00,000 fans
Beyond 20 Paranormal Activity groups target...
Activities on Fan Pages

Hosting Parties
Activities on Fan Pages
Raising interest among theatres to
actively promote the movie and sell
tickets to be a part of the...
Activities on Fan Pages
Raising interest among
theatres to actively
promote the movie and
sell tickets to be a part of
the...
Activities on Fan Pages

Uploading reaction
videos
Activities on Fan Pages

Uploading reaction Uploading reaction
videos
Photos
Activities on Fan Pages

Uploading reaction Uploading reaction
videos
Photos

Discussions
Facebook Share

People
updating Status
message about
Paranormal
Activity from
personal
profiles & on
fan pages

Positive
C...
Facebook Share
Reactions on status messages on personal profile and fan pages

Positive
feedback

Negative
feedback
Facebook Share
Reactions on status messages on personal profile and fan pages

Positive
feedback

Negative
feedback

photo...
Facebook Share
Reactions on status messages on personal profile and fan pages

Positive
feedback

Negative
feedback

photo...
Conversations
Conversations

Conversations

& Conversations
Conversations

Conversations

& Conversations

Spreading Word of Mouth and

Increasing Demand
Reason Why Company Fails!
Research conducted by students of Great
Lakes at ECHOVME as Interns
www.facebook.com/learnsocialmedia
Sorav Jain
Thinker in Chief
ECHOVME Social Marketing Pvt. Ltd.
Nungambakkam, Chennai
www...
Sources:
• Yongfook - digital business incubator, based in
Tokyo
• ECHO VME and Great Lakes Institute of
Management Joint ...
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Transcript of "Issroiofsm 100830085931-phpapp02-100905034431-phpapp01"

  1. 1. ROI of Social Media Measuring the Un-Measurable @soravjain www.facebook.com/learnsocialmedia
  2. 2. Social Media is like Teen Sex Sex Avinash Kaushik, Analytics Evangelist, Google Everyone wants to do it. Nobody knows How? When it's finally done there is surprise it's Not Better - Avinash Kaushik, Analytics Evangelist, Google
  3. 3. “High / Wrong Expectations!”
  4. 4. What Investment? www.facebook.com/learnsocialmedia
  5. 5. Is Social Media an extension of business ethics? Should there even be a “return”? www.facebook.com/learnsocialmedia
  6. 6. Brand Awareness Trust Loyalty Passion Qualitative Benefits Conversations www.facebook.com/learnsocialmedia Insights Interaction
  7. 7. …..but you’ll probably be told that stuff is hard to measure www.facebook.com/learnsocialmedia
  8. 8. It IS easy to measure, just not with usual success metrics… … It doesn’t just boost sales but impacts the overall organization growth.. www.facebook.com/learnsocialmedia
  9. 9. www.facebook.com/learnsocialmedia
  10. 10. Know which needles* www.facebook.com/learnsocialmedia
  11. 11. Know which needles* you want to move and. www.facebook.com/learnsocialmedia
  12. 12. Know which needles* you want to move and how to keep track.
  13. 13. Know which needles* you want to move and how to keep track. *be strict and choose metrics that actually translate into a business context for your organization. www.facebook.com/learnsocialmedia
  14. 14. Does Number of Followers Define ROI? It is a meaningless metrics………….. “IGNORE” www.facebook.com/learnsocialmedia
  15. 15. Define Success Metrics Few Examples: Number of people who filled in the “get more info” form Number of influential blogs that linked to us Number of repeating, unique visitors Number of people who visited website via Facebook, Twitter or LinkedIn Number of new customers / sales Number of features suggested by users that we actually implement Number of new things we discovered about customers that we never knew before Number of new customers / sales Reduction in support costs Number of people in a specific location / demographic who follow us on twitter Number of Followers (During Viral and Advertising Campaigns) www.facebook.com/learnsocialmedia
  16. 16. Measuring Qualitative and Quantitative www.facebook.com/learnsocialmedia
  17. 17. Case 1: Star Bucks www.facebook.com/learnsocialmedia
  18. 18. A campaign to increase Satisfaction and Obtain Customer Feedback Success Metrics Amount of feedbacks received. Amount of good suggestions that your company hadn’t thought of Goal N amount of suggestions collected per month and N amount that you actually implement. Amount of the above that your company actually implements www.facebook.com/learnsocialmedia As Implemented by
  19. 19. Case 2: Ching’s Secret www.facebook.com/learnsocialmedia
  20. 20. A Campaign to Listen Consumers and Understand Consumer Behavior Success Metrics - Media Coverage and Positioning among Authorities - Quality of Feedback Goal To Gain Thought Leadership To obtain both negative and positive Number of followers N Number of followers by the end of this year Customers using Social Media platform to engage with the brand N Number of customers should use Social Media to engage with brand. Reduction in Research Cost Profiling on Basis of Feedbacks and Activities As Implemented by
  21. 21. Case 3: Paranormal Activity
  22. 22. The WOM Process www.facebook.com/learnsocialmedia
  23. 23. Demand how?
  24. 24. By clicking
  25. 25. To watch the movie
  26. 26. Invite people to make it
  27. 27. Invite people to make it 1,000,000 Demands
  28. 28. How the Demand Grew?
  29. 29. By Spreading the Word Via
  30. 30. By Spreading the Word Via Emailing Friends
  31. 31. tweeting Emailing Friends By Spreading the Word Via
  32. 32. Using widget on blogs & websites tweeting Emailing Friends By Spreading the Word Via
  33. 33. Using widget on blogs & websites tweeting Emailing Friends By Spreading the Word Via Facebook share
  34. 34. Using widget on blogs & websites tweeting Emailing Friends By Spreading the Word Via Facebook share Pasting the links
  35. 35. Using widget on blogs & websites tweeting Emailing Friends By Spreading the Word Via Facebook share Pasting the links And the Most Effective??
  36. 36. Using widget on blogs & websites tweeting Emailing Friends By Spreading the Word Via Facebook share Pasting the links
  37. 37. Tweeting
  38. 38. Tweeting about Paranormal Activity Demand
  39. 39. Tweeting about Paranormal Activity Experience
  40. 40. Tweeting Paranormal Activity Reviews & Posting links to reviews by experts, videos, websites and blogs
  41. 41. Leading to a Paranormal Activity Conversation
  42. 42. Ample Paranormal Activity tweets & conversation makes it in the list of TRENDING TOPICS
  43. 43. Raising Curiosity among Tweeters who haven’t heard about Paranormal Activity!
  44. 44. Resulting in conversation, questions & need to know about Paranormal Activity!
  45. 45. Facebook Share and Fan Pages
  46. 46. More than 25 Paranormal Activity fan pages with maximum holding 1,00,000 fans Beyond 20 Paranormal Activity groups targeting individual countries
  47. 47. Activities on Fan Pages Hosting Parties
  48. 48. Activities on Fan Pages Raising interest among theatres to actively promote the movie and sell tickets to be a part of the party Hosting Parties Pleading customers to purchase tickets to support their nearby / favorite theatre. Also, providing information on left over tickets.
  49. 49. Activities on Fan Pages Raising interest among theatres to actively promote the movie and sell tickets to be a part of the party Hosting Parties Pleading customers to purchase tickets to support their nearby / favorite theatre. Also, providing information on left over tickets.
  50. 50. Activities on Fan Pages Uploading reaction videos
  51. 51. Activities on Fan Pages Uploading reaction Uploading reaction videos Photos
  52. 52. Activities on Fan Pages Uploading reaction Uploading reaction videos Photos Discussions
  53. 53. Facebook Share People updating Status message about Paranormal Activity from personal profiles & on fan pages Positive Conversation Raising curiosity among people who have not watched it yet!
  54. 54. Facebook Share Reactions on status messages on personal profile and fan pages Positive feedback Negative feedback
  55. 55. Facebook Share Reactions on status messages on personal profile and fan pages Positive feedback Negative feedback photos share, videos share, paranormal activity links share (to blogs, websites, reviews, news), FB applications etc..
  56. 56. Facebook Share Reactions on status messages on personal profile and fan pages Positive feedback Negative feedback photos share, videos share, paranormal activity links share (to blogs, websites, reviews news), FB applications etc.. Resulting In >>
  57. 57. Conversations
  58. 58. Conversations Conversations & Conversations
  59. 59. Conversations Conversations & Conversations Spreading Word of Mouth and Increasing Demand
  60. 60. Reason Why Company Fails! Research conducted by students of Great Lakes at ECHOVME as Interns
  61. 61. www.facebook.com/learnsocialmedia Sorav Jain Thinker in Chief ECHOVME Social Marketing Pvt. Ltd. Nungambakkam, Chennai www.echovme.com www.soravjain.com @soravjain on Twitter www.facebook.com/soravjain www.linkedin.com/in/soravjain I Love Questions!
  62. 62. Sources: • Yongfook - digital business incubator, based in Tokyo • ECHO VME and Great Lakes Institute of Management Joint Research Reports • www.soravjain.com • http://mashable.com/2009/10/13/paranorma l-activity-success/
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