SoCon10  Social  Media  R O I
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SoCon10 Social Media R O I

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Presentation given at SoCon10 on January 30,2010 entitled Measuring Social Media Return on Investment: An ATDC Case Study. It discusses social media ROI in general and uses the relaunch of ATDC as an ...

Presentation given at SoCon10 on January 30,2010 entitled Measuring Social Media Return on Investment: An ATDC Case Study. It discusses social media ROI in general and uses the relaunch of ATDC as an example of how you can measure the ROI of a social media campaign.

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SoCon10  Social  Media  R O I SoCon10 Social Media R O I Presentation Transcript

  • Measuring Social Media Return on Investment An ATDC Case Study
    • Lance Weatherby
    • January 30, 2010
  • a.k.a. WTF is SM ROI (and how can I get some) Source: http://www.flickr.com/photos/ortizmj12/2337172670/
  • My professional life in logos
  • It all started when I got a new boss Source: unclaimed
  • Let a thousand flowers bloom Source: http://www.flickr.com/photos/9422878@N08/3422657452/
  • Source: http://www.flickr.com/photos/golitlee/270342959/ Is marketing more art or math?
  • Source: http://www.flickr.com/photos/renolauren/3594036809/ Focus on the dollars not the sexy stuff
  • An ROI primer Source: http://thebrandbuilder.wordpress.com / (with modifications) what marketers like to do
  • ROI = ( gain from investment - cost of investment ) cost of investment ROI equation
  • Source: http://www.flickr.com/photos/71502646@N00/1075493242/ ROI = $$$
  • Define goals Source: http://www.flickr.com/photos/atomicshed/267682113/
  • ATDC relaunch goals New members Increase our followers Increase web traffic Create buzz Get companies to apply
  • Our launch materials
  • Relaunched on social media
  • Buzz
  • Which created nice stats Pre Post Change Web Traffic Unique Visitors 622 1,736 179% Page Views 2,263 5,205 130% Social Network Counts Facebook 64 117 83% LinkedIn 259 292 13% Twitter 5,260 5,475 4% Total 5,583 5,884 5% Twitter Reach 23,178 112,908 387%
  • Source: http://www.flickr.com/photos/71502646@N00/1075493242/ None of which is ROI
  • Source: http://www.flickr.com/photos/jcesar17/3209278158/ “ You can’t measure social media ROI.”
  • Back to this
  • Created system to measure ROI of campaign Source: http://www.flickr.com/photos/findfado/3532978209/
  • Campaign sales results Sales: $50/base, $2000/resident LTV: A simple life time value, average member stays 3 years Source Number Sales LTV Organic 36 $1,800 $5,400 Social Media 28 $3,350 $10,050 Traditional Media 2 $100 $300 Total 66 $5,250 $15,750
  • Campaign took $1,600 in staff time Source: http://www.flickr.com/photos/rdphotography/508194353/in/photostream/ ($80 x 8 hours) + ($75 x 10 hours) + ($60 x 1 hour) + ($15 x 10 hours)
  • ATDC relaunch numbers 28 new members from social media followers up 5% web traffic up 130% 164 ATDC Mentions 272 application page views
  • ROI = ( gain from investment - cost of investment ) cost of investment Back to that nasty ROI equation
  • ROI = = 9% ($3,350 - $1,600 ) $1600 ATDC’s social media campaign ROI
  • I have a confession Source: http://www.flickr.com/photos/haumont/4111669293/
  • More interesting financial numbers $14,150 net financial gain $57.14 direct acquisition cost $79.55 average sale $24.24 campaign customer acquisition cost $15,750 projected sales
  • Thank you Lance Weatherby [email_address] @lance blog.weatherby.net