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I have my fanbase - now show me the money!
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I have my fanbase - now show me the money!

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Presented by Flok & Facebook as part of Social Media Week Singapore 2013.

Presented by Flok & Facebook as part of Social Media Week Singapore 2013.
Presenters - Yalena Razis (Flok), Sunita Kaur (Facebook), Brendan Millar (Flok)

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I have my fanbase - now show me the money! I have my fanbase - now show me the money! Presentation Transcript

  • First things first  We’re not going to talk a lot about the basics that you always hear about social media  But, they are still valuable activities  Opening two way conversations & creating brand affinity  Leveraging amplification opportunities  Generating buzz  Learning about your customers and fanbase  Learning from your customers
  • WHY IS ROI IN SOCIAL A BIGDEAL RIGHT NOW?
  • Building up a fan base
  • Challenges to proving ROI and monetising social • Fragmented platforms & measuring tools • Closing the loop between marketing efforts and actual sales • Expectations of digital marketing 9
  • SO WHERE DO WE START?
  • Laying the groundwork • What are the key goals of your social media program? Do these goals and tactics tie back to your broader business objectives? • What audience are you trying to reach? • What are the key performance indicators (KPIs) that will help you evaluate the success of your program? • Ultimately, look at how you can tie back to business measures 11
  • Building and Measuring Value  Find new ways to create value for your brand using social - build  Put a strategy in place to show the monetary value social media is bringing - measure 12
  • BUILDING VALUE
  • Customer Service  Twitter and Facebook are both commonly used platforms for this  Convenient for consumers  Create positive stories  Measurable impact 14
  • Air Asia 15
  • Air Asia 16
  • Social as a CRM channel  Social can be used to complement your existing CRM channel  Extract value from customer interactions  Capture and analysis of customer data in the traditional CRM software model remains valid  The challenge is to find a way to extract value from conversations in channels that are outside the company. 17
  • Auto industry examples 18
  • GM 19
  • Harley Davidson 20
  • Create Direct Earning channels  Driving to purchase  eCommerce within social – or connected to social  Alternative revenue streams  Consumer value proposition 21
  • Yepme  125% increase in conversion rate  4.5x ROI  Based on performance, now allocate 80% of marketing budget on Facebook
  • Lawson  Driving consumers to purchase at physical outlet  Integration with POS closed the loop to sales  70% of customers who redeemed the Offer bought other products
  • Pinterest 24
  • Pinterest 25
  • eCommerce  Socially integrated store  Built into social 26
  • THE NIVEA STORY
  • Building a fanbase
  • Always On
  • Sampling driving trial
  • Direct Purchase
  • Results
  • Results  Planned 4 – 6 weeks  Sold out in 1 week in Australia  And 1 hour in New Zealand!
  • Alternative Revenue Streams  New ways to make money 34
  • Mediacorp
  • Consumer Value Proposition  Post-purchase support  Community  Creating absolute utility 36
  • AMEX
  • AMEX
  • HOW DO I ACTUALLYMEASURE RETURNS?
  • Value of a fan  Establish the link between your fans and your customers  Then measure & prove the effect 40
  • CIMB Savings Circle
  • Measure direct earning channels  Purchase within Social  Using social to drive to purchase  Alternative revenue streams  Measure effectiveness of CRM channels 42
  • APPLES WITH APPLES
  • Online has struggled to create standards for themetrics that matter Radio (1930’s) Television (1950’s) Internet (1990’s)
  • Clicks do not equal sales  Nielsen NetEffect meta analysis: “There is no correlation between CTR and ROI%” 1400% 900% ROI % 400% Breakeven 0.00% 0.10% 0.20% 0.30% -100% Click through Rate Correlation = -.07%
  • Advertising Effectiveness Measurement Reach Did I reach the right number of people and the right type of people for the right number of times? Brand Resonance Did I improve my brand’s image and change the attitudes of customers? Reaction Did I cause a customer to act? To buy a product, sign up for a service, or make a referral?
  • Samsung
  • Summary  ROI in social is measurable – more so than many other marketing channels  Unique sources of brand value  Be creative
  • Q&A
  • POLL RESULTS
  • THANK YOU! X