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Social Media ROI? Is that Possible?

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Presentation from Social Media 301 outlining key considerations for measuring social media ROI and some Cisco examples. For more information, please contact Elizabeth Houston (Twitter: @elhoust or ...

Presentation from Social Media 301 outlining key considerations for measuring social media ROI and some Cisco examples. For more information, please contact Elizabeth Houston (Twitter: @elhoust or LinkedIn: elizabeththouston)

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    Social Media ROI? Is that Possible? Social Media ROI? Is that Possible? Presentation Transcript

    • Social Media ROI?Is That Really Possible?Elizabeth HoustonGlobal Events Social Media ManagerComsys for Cisco@elhoustJune 3, 2011© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
    • “ 93% of all B2B marketers are engaged in some form of social media marketing, with most putting their focus on the most popular channels (LinkedIn, Facebook and Twitter).” B2B Magazine, April 2011© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
    • What are Key Social Media ROI Types? Increased engagement Reduced costs Higher revenue Deeper loyalty Expanded awareness and audiences Peer-to-peer word of mouth© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
    • What Methods Lead to Higher ROI? Interactive involvement Online and in-person integration Channel integration Crowdsourcing Incentives Innovations© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
    • What Can I Do to Maximize ROI? Create a clear plan and goals Plan an integrated approach Research “watering holes” Build a centralized location Monitor regularly Track links Use searchable keywords Include simple call-to-actions Focus on audience needs Be patience Pilot when possible© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
    • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
    • Reduced Costs • Replace costly methods with free or low-cost channels • Monitor regularly • Cultivate audience over time • Create consistent messages© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
    • Expanded Channels • Leverage existing channels • Replace costly methods with free or low-cost channels • Reach different audiences • Create online/onsite experiences CRS-1 Launch ASR 1000 Launch Approach: Virtual, Social and Visual— Approach: Traditional, physical event Leveraging Web 2.0 technologies Travel: required extensive audience travel Travel: No travel ─saved carbon to San Jose, CA emissions equal to 188 tons of coal or 42,000 gallons of gas Size: 100+ attendance in Size: Global; 9,000+ attendance in 128 100 countries countries Cost: $20,000+ in airport car service alone Cost: Less than ONE-SIXTH of CRS-1 launch expense Coverage: 87 articles, 135 press attended Coverage: 245 articles, 1000+ blog posts, events 45M+ impressions© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
    • Higher Revenue • Crowdsource • Involve audiences • Give audience a voice • Follow through Launched 1/10… New Business by July 2,500 Participants 5,300 Votes 3,300 Comments 800+ Ideas© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
    • Deeper Loyalty / More Awareness • Create incentives • Develop topic Twitter/USTREAM chats • Integrate audiences • Involve ongoing participation • Be transparent© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
    • iPhone Version: Innovations • Integrate mobile • Pilot QR codes • Try augmented reality • Include geo-tagging • Plan for commerce HTML5 Version:© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
    • © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
    • Guy’s audio – via computer Pass The Ball Series • Showcase products • Leverage influencersGuy’s audio – via telephone • Create engagement opportunitiesSocial media back channel – share your thoughts!WebEx Meet beta – get it today, use it for meetings!
    • Total Pass the Ball Registrants 21,500Customer Conversions• Identified leads• Analyzed data• Nurtured potential leads % converted to a Free• Added new customers Trial of WebEx 4.5% % converted to a paying customer 1.5%© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
    • Cisco Social MediaResources Connect with Elizabeth Houston:  @elhoust  LinkedIn Join the Conversation:  @CiscoEvents  @CiscoSocial  Social@Cisco Central
    • Thank you.