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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  • 1. Measuring Social Media Return on Investment An ATDC Case Study
    • Lance Weatherby
    • January 30, 2010
  • 2. a.k.a. WTF is SM ROI (and how can I get some) Source: http://www.flickr.com/photos/ortizmj12/2337172670/
  • 3. My professional life in logos
  • 4. It all started when I got a new boss Source: unclaimed
  • 5. Let a thousand flowers bloom Source: http://www.flickr.com/photos/9422878@N08/3422657452/
  • 6. Source: http://www.flickr.com/photos/golitlee/270342959/ Is marketing more art or math?
  • 7. Source: http://www.flickr.com/photos/renolauren/3594036809/ Focus on the dollars not the sexy stuff
  • 8. An ROI primer Source: http://thebrandbuilder.wordpress.com / (with modifications) what marketers like to do
  • 9. ROI = ( gain from investment - cost of investment ) cost of investment ROI equation
  • 10. Source: http://www.flickr.com/photos/71502646@N00/1075493242/ ROI = $$$
  • 11. Define goals Source: http://www.flickr.com/photos/atomicshed/267682113/
  • 12. ATDC relaunch goals New members Increase our followers Increase web traffic Create buzz Get companies to apply
  • 13. Our launch materials
  • 14. Relaunched on social media
  • 15. Buzz
  • 16. 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%
  • 17. Source: http://www.flickr.com/photos/71502646@N00/1075493242/ None of which is ROI
  • 18. Source: http://www.flickr.com/photos/jcesar17/3209278158/ “ You can’t measure social media ROI.”
  • 19. Back to this
  • 20. Created system to measure ROI of campaign Source: http://www.flickr.com/photos/findfado/3532978209/
  • 21. 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
  • 22. 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)
  • 23. ATDC relaunch numbers 28 new members from social media followers up 5% web traffic up 130% 164 ATDC Mentions 272 application page views
  • 24. ROI = ( gain from investment - cost of investment ) cost of investment Back to that nasty ROI equation
  • 25. ROI = = 9% ($3,350 - $1,600 ) $1600 ATDC’s social media campaign ROI
  • 26. I have a confession Source: http://www.flickr.com/photos/haumont/4111669293/
  • 27. 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
  • 28. Thank you Lance Weatherby [email_address] @lance blog.weatherby.net