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ROI of Social Media
Clo Willaerts
Digital Marketing First
28 Oct 2010
About.me/clo
Return on Investment
ROI = ( Profit - Investment ) / Profit
1. Investment
Overheard at an advertising agency: “So
this marketing manager tells me we
should do a Fanpage on Facebook. ...
Budget
1. Marketing budget
2. Extra budget
1. Separate project budget, tied to a specific
project or custom media programm...
2. Return
• More revenue
• Saving costs
Establish clear marketing goals
+ how you will measure success
1/5 Technology
Is this your target group?
1. Hear what they are
talking about
(= listening &
monitoring)
2. Give them something
to talk about
Objective: reflect you...
Is yours a t-shirt brand?
3/5. Traffic & audience
• if
– your own website (on your own domain) =
your web publishing home base
– your social media r...
Why would they leave?
4/5 Relationship marketing
“As defined by the dictionary, a relationship
is “an emotional or other connection
between peop...
Objectives
• to establish a closer relationship with your
customers/prospects
• to identify new customers and prospects
• ...
5/5 Sales and lead generation
(aka conversion)
Objectives
• lead generation
• to increase sales of existing products
• to introduce new products
• to enter new geographi...
Accessing coupons posted on Facebook often require that you
become a fan of the company by pressing their "Like" button.
3. The Real Return
“Being open should not
be a mantra or
philosophy, but a
considered,
rigorous approach
to strategy and
l...
Innovation vs IT
It means your staff are
going to be coming up
with solutions on their
own. [...] The
technology doesn’t
c...
Innovation vs customer care
“To succeed with
empowered
customers, you
must empower your
employees to solve
customer proble...
Every employee is first line
“Companies are unable to scale to keep up with
the social phenomenon.
We know that customers ...
Innovation vs recruiting
Innovation vs CRM
Innovation vs Sales
“Cold calling [...] will become less
prominent. Rather than pick
up the telephone and call
someone we ...
Social Media are changing
the way we live our lives
and do business
Thank you
c.willaerts@sanoma-magazines.be
http://www.conversity.be
ROI of Social Media
ROI of Social Media
ROI of Social Media
ROI of Social Media
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ROI of Social Media

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My speaker slides for today's Digital Marketing First. DMF plays an essential role in the world of media, where everyone, from advertisers to advertising agencies, have to adapt to the digital revolution. ...
www.digitalmarketingfirst.be/

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Transcript of "ROI of Social Media"

  1. 1. ROI of Social Media Clo Willaerts Digital Marketing First 28 Oct 2010
  2. 2. About.me/clo
  3. 3. Return on Investment ROI = ( Profit - Investment ) / Profit
  4. 4. 1. Investment Overheard at an advertising agency: “So this marketing manager tells me we should do a Fanpage on Facebook. And he tells me not to ask for extra budget “because he KNOWS Facebook is free!””
  5. 5. Budget 1. Marketing budget 2. Extra budget 1. Separate project budget, tied to a specific project or custom media programme. 2. Moved from an other budget 1. Agency fees 2. Media budgets for mainstream media 3. Advertising budgets
  6. 6. 2. Return • More revenue • Saving costs Establish clear marketing goals + how you will measure success
  7. 7. 1/5 Technology
  8. 8. Is this your target group?
  9. 9. 1. Hear what they are talking about (= listening & monitoring) 2. Give them something to talk about Objective: reflect your brand and its values in all of your social media assets. 2/5. Brand perception & awareness ?
  10. 10. Is yours a t-shirt brand?
  11. 11. 3/5. Traffic & audience • if – your own website (on your own domain) = your web publishing home base – your social media real estate = satellites of this home base • then – how do you use social media to drive traffic to your site(s)?
  12. 12. Why would they leave?
  13. 13. 4/5 Relationship marketing “As defined by the dictionary, a relationship is “an emotional or other connection between people.” Not between a person and a company avatar. Not between a person and an automated response. People to people.” Humanizing the organization, Lauren Vargas, Radian6
  14. 14. Objectives • to establish a closer relationship with your customers/prospects • to identify new customers and prospects • to increase customer retention • to be more able to receive customer feedback
  15. 15. 5/5 Sales and lead generation (aka conversion)
  16. 16. Objectives • lead generation • to increase sales of existing products • to introduce new products • to enter new geographic markets
  17. 17. Accessing coupons posted on Facebook often require that you become a fan of the company by pressing their "Like" button.
  18. 18. 3. The Real Return “Being open should not be a mantra or philosophy, but a considered, rigorous approach to strategy and leadership that yields real results."
  19. 19. Innovation vs IT It means your staff are going to be coming up with solutions on their own. [...] The technology doesn’t come from the information technology department; IT’s new job is to support and encourage employees."
  20. 20. Innovation vs customer care “To succeed with empowered customers, you must empower your employees to solve customer problems.”
  21. 21. Every employee is first line “Companies are unable to scale to keep up with the social phenomenon. We know that customers are using these social technologies to share their voices, and companies are having a very difficult time to keep up. [...] Customers don’t care what department you’re in they just want their problem fixed.” March 2010 Altimeter report
  22. 22. Innovation vs recruiting
  23. 23. Innovation vs CRM
  24. 24. Innovation vs Sales “Cold calling [...] will become less prominent. Rather than pick up the telephone and call someone we have never contacted, we will pick up the telephone and call someone with whom we have had an established relationship via Twitter or Linkedln.” (“The New Handshake”, by Joan C. Curtis, Barbara Giamanco 2010)
  25. 25. Social Media are changing the way we live our lives and do business
  26. 26. Thank you c.willaerts@sanoma-magazines.be http://www.conversity.be
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