Forget ROI

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Forget ROI - Presentation Transcript

  1. Forget ROI A Theory on Social Media and How To Swing It Justin Whitaker Shogun, MicroNiche Consulting
  2. Social media is online content created by people using highly accessible and scalable publishing technologies.
  3. Social media is a shift in how people discover, read and share news, information and content. -Wikipedia
    • The goal in getting involved In
    • Social Media is to get people
    • generating content and sharing
    • information about you & your
    • products !
    • How do you prove expending resources
    • on Social Media is worth it?
    • How do you swing it?
  4. Engagement Measures?
  5. Return on Investment ?
  6. Return on Assets ?
  7. Wait, Return on Assets ?
  8. Engagement Measures ! = $
  9. ROI = ( Gain on Investment – Cost of Investment)/Cost of Investment
  10. ROI = How efficiently capital is used
  11. ROI= Assumes discrete project/ milestone
  12. ROI= Assumes attributable revenue
  13. Social Media is not a campaign
  14. Social Media may not generate attributable revenue.
  15. (Engagement-Costs)/Costs != ROI
  16. (At least not to corporate decision makers .)
  17. ROI is the wrong tool.
  18. ROA = Net Income / Total Assets
  19. ROA = Efficiency of Asset Usage
  20. But, isn’t Social Media an investment ?
  21. Social Media is a time investment.
  22. Social Media is a cultural investment.
  23. Social Media is an expense .
  24. Social Media = - Net Income
  25. Social Media = + Brand Value (Recognition/$)
  26. Social Media can influence the perception and value of your brand.
  27. Social Media = + Customer List (Community Engagement)
  28. Social Media allows me to efficiently increase # of engaged customers.
  29. More engaged = more value .
  30. Via Social Media you can generate measurable deltas in two key intangible assets .
  31. Intangible assets are balance sheet items.
  32. (In Case You Were Wondering .)
  33. Business 101: + Net Income /Total Assets
  34. + Differentiation = + Net Income
  35. + Engaged customers = + Net Income
  36. Business 102: + Net Income/ + Total Assets
  37. + Differentiation = + value to Brand
  38. + Engaged customers = + Value of Customer List
  39. Successful Companies Have High ROAs.
  40. Social Media can help you swing it.
  41. ?
  42. Contact: Justin Whitaker MicroNiche Consulting Twitter: Justinmwhitaker Email: [email_address]
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