The Social ROI Project<br />Powered by 90:10 Group<br />
What is the ROI on your telephones?Some would say trying to measure the impact of social media is the same question <br />...
However we believe understanding it’s value is importantIts important because increasing budget and time is being spent th...
Most have no idea on true impactWhat goals are set and what are accidental benefits<br />
Or how to measure it You have a 1 in 4 chance of measuring the impact of a new technology correctly<br />Measuring the RIG...
3 Reasons measuring goes wrongThe common mistakes made measuring social media<br />14/10/2011<br />6<br />
1. Comparative business benchmarks don’t exist or aren’t usedHow much business activity do you currently measure?<br />14/...
2. Measurement is in-silo not holistic (infrastructural) Social media has holistic benefits even from in-silo tactics<br /...
3. Only measuring direct not in-direct valueSome is more obviously fiscal others value based<br />14/10/2011<br />9<br />S...
DirectTangible and obvious<br />14/10/2011<br />10<br />Fiscal value creation<br /><ul><li>Sales from new customers
Increased basket value of existing customers
Decrease in drop-off rate / lengthening of customer life-time cycle
Increased customer referrals</li></ul>Cost reduction (operations)<br /><ul><li>Greater reach and engagement from Comms bud...
Cheaper or deferred customer service (crowd-care)</li></ul>Risk reduction (on other investments)<br /><ul><li>Improved ROI...
In-DirectIn-tangible and requires ‘corresponding’ measures<br />14/10/2011<br />11<br />Impact on KSF’s (Key Success Facto...
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The Socia Medial ROI Project

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Why people struggle to measure social media ROI and how this can be solved.

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Transcript of "The Socia Medial ROI Project"

  1. 1. The Social ROI Project<br />Powered by 90:10 Group<br />
  2. 2. What is the ROI on your telephones?Some would say trying to measure the impact of social media is the same question <br />2<br />
  3. 3. However we believe understanding it’s value is importantIts important because increasing budget and time is being spent there <br />3<br />90% of firms say social media takes up more time internally than a year ago.<br />However 60% say they have gained any benefit at all. <br />Only 25% say that they have gained “real, tangible value” from Social Media.<br />eConsultancy Social Network Ad spending Report 2010<br />
  4. 4. Most have no idea on true impactWhat goals are set and what are accidental benefits<br />
  5. 5. Or how to measure it You have a 1 in 4 chance of measuring the impact of a new technology correctly<br />Measuring the RIGHT things in the WRONG way<br />Measuring the RIGHT things in the RIGHT way<br />Measuring the WRONG things in the RIGHT way<br />Measuring the WRONG things in the WRONG way<br />
  6. 6. 3 Reasons measuring goes wrongThe common mistakes made measuring social media<br />14/10/2011<br />6<br />
  7. 7. 1. Comparative business benchmarks don’t exist or aren’t usedHow much business activity do you currently measure?<br />14/10/2011<br />7<br />
  8. 8. 2. Measurement is in-silo not holistic (infrastructural) Social media has holistic benefits even from in-silo tactics<br />14/10/2011<br />8<br />Customer Service<br />Business Units<br />Innovation<br />Marketing<br />HR<br />Holistic Measurement<br />
  9. 9. 3. Only measuring direct not in-direct valueSome is more obviously fiscal others value based<br />14/10/2011<br />9<br />Sales<br />Brand Equity<br />
  10. 10. DirectTangible and obvious<br />14/10/2011<br />10<br />Fiscal value creation<br /><ul><li>Sales from new customers
  11. 11. Increased basket value of existing customers
  12. 12. Decrease in drop-off rate / lengthening of customer life-time cycle
  13. 13. Increased customer referrals</li></ul>Cost reduction (operations)<br /><ul><li>Greater reach and engagement from Comms budget (more earnt / less bought)
  14. 14. Cheaper or deferred customer service (crowd-care)</li></ul>Risk reduction (on other investments)<br /><ul><li>Improved ROI on business areas where planning informed by SM research</li></ul> e.g. Improved conversion rates through insights (marketing) <br />
  15. 15. In-DirectIn-tangible and requires ‘corresponding’ measures<br />14/10/2011<br />11<br />Impact on KSF’s (Key Success Factors) <br />Process; logistics, HR, <br />Organisational; management, leadership, <br />Market Relationships; brandequity and affinity<br />Non-Market Relationships; partner network, CSR<br />IR (Innovation Return) on use of social media<br />
  16. 16. The ROI ProjectWe will work together to figure it out<br />You should focus on measuring the RIGHT things in the RIGHT way<br />You need totrack direct and indirect value holistically over the period of at least year across all operations<br />The project needs to be a collaborative initiative between departments and audited by a neutral party not affiliated with your agency landscape<br />12<br />
  17. 17. Access to your organisational data, from key departments, and the people responsible for their measurement<br />Access to your strategic vision, SWOT and KSFs.<br />An appointed internal rep to help coordinate data, meetings and reviews with stakeholders <br />Monthly time allocated for periodical meetings<br />14/10/2011<br />13<br />The investment from youOne year journey<br />
  18. 18. Outcome for youOne year journey<br />An understanding of the true value and impact of your investment in social media<br />Recommendations as to how it could be optimised and extended<br />A measurement methodology you can employ in the future<br />An innovativeness benchmark for your category<br />14/10/2011<br />14<br />
  19. 19. Contact<br />Jamie Burke<br />CEO 90:10 Group<br />jamie@ninety10group.com<br />+44 (0)7590 488502<br />14/10/2011<br />15<br />
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