PR Agency Social Media ROI Calculator - And how PR firms can benefit

PR Agency Social Media ROI Calculator
(And how PR firms can benefit)
www.kathyherrmann.com

Your clients are satisfied with your agency’s digital creative results.
Yet they still want more.

We need to know…how much have we gained versus the cost?

Are you ready to show your clients the ROI for social media engagementandmonitoring?

The purpose of business is to generate revenuesor increase profitability.
Get client exec attention by showing them themoneyassociated with your social initiative.

Convert social benefits (like influence, loyalty, engagement, etc.) into monetary terms….
…yes, really.

Social media can and shouldbe valued.

Couple defendable assumptionswithappropriate risk.
You gain a more satisfied client from their:
Informed buying decision(s).
Client confidence in you.

Advise clients to expect Gains from:
Revenues from marketing initiatives,
Savings from:
Consumer insights,
Brand protection, and
Lead generation.
Note, clients using social media can also accrue cost savings for their call centers, but that isn’t a focus in this preso.

Expect high socialmargins
Gains
Costs

Marketing Revenues
Expand revenues by extending Impact and Reach.
Earn higher revenues from better messaging.

Marketing Revenues
Benefit to PR agency – Demonstrable value of services.

Consumer Insight Savings
Social Monitoring– Clients gain cost savings by substituting ongoingandreal-time social monitoring for traditional market research.

Consumer Insight Savings
PR agency service opportunity --
Social monitoring services, including preparation of Insight reports.
(Your added agency services to your client is still likely to be lower than cost of traditional market research).

Brand Protection Savings
Clients gain savings from early warnings to brewing crises, conversations and events.
Fast action means revenue preservation to them.

Brand Protection Savings
Impact on PR agency:
Lowered need for crisis communication services.
Partial or full revenue substitution via social monitoring services.
Continued need for crisis planning.

Lead Generation Savings
Clients gain savings via
Lowered cost of lead acquisition, and
Shortened sales cycle.

Lead Generation Savings
Benefit to PR agency – Demonstrable value of services.

Costsfrom social initiatives fall into two primary buckets – People and Technology.

People costs…
Client employees who make up the social team.
Third parties can include:
PR agency.
Marketing agency.
Consultants.

Tech costs for Social platform
Pretty doggone low compared to gains potential.

Summary

Social metrics tells what you did.
Step aheadof competitors by showing more.

Show social media results in ways client CXOs will best understand….
…and that’sdollars and sense, with a defendable ROI.

About your social ROIThought Leaders

Leading expert on social business and change management.
Practice centers on business process design and definition, valuation, and the user experience.
Valuation expert and designer of the ValueRight methodology and tool for social business valuation (and ROI) determination.
Active participate in the SCRM Accidental Community on Twitter, a premier group of social business thought leaders.

27
Chief Digital and Social Media Strategist, WeberShandwick's Social Business Consulting Group
Leading expert on social business and CRM-Customer Service. Developed social business valuation methodology.
Research - combining social media and traditional customer-facing initiatives to extend brand awareness, develop deep and meaningful relationships with potential and current customers as well as provide companies with a ROI in applications.
Frequent analyst for national media. International speaker and author of 4business books and a plethora of social business research and white papers.
Active participant in the Twitter Hash Tag Group #SCRM.
www.drnatnews.com

Contact me to help to get our help with your ROI calculation needs…
Kathy Herrmann
571-236-7929
sales@kathyherrmann.com

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PR Agency Social Media ROI Calculator - And how PR firms can benefit

by Kathy Herrmann on Jun 24, 2010

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PR Agency Social Media ROI Calculator - And how PR firms can benefit — Presentation Transcript