Your SlideShare is downloading. ×

Social Media ROI

403

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
403
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Social Media ROI Winning political and financial support for Social Media on campus April 16, 2010 Rob Cima, Partner mStoner, Inc. mStoner
  • 2. ROI: It’s not just for accountants anymore • Better direct activities • More effective marketing and communication • Justify budgets • Improved accountability mStoner page 2
  • 3. ROI Roadblocks mStoner page 3
  • 4. Few good examples • Avinash Kaushik, Google mStoner page 4
  • 5. Can’t agree on what “Return” is mStoner page 5
  • 6. Can’t agree on what “Return” is $RETURN = $REVENUE - $INVESTMENT $INVESTMENT mStoner page 6
  • 7. Intermediate vs. Final Outcomes • Event Attendance • Connections • Donations to Annual • Retweets Fund • Fans • Employment by recent grads mStoner page 7
  • 8. Foo Foo • “Something pretty or cute with no utilitarian value” • E.g. “Create community and increase engagement.” mStoner page 8
  • 9. Metric Paralysis • All metrics have problems mStoner page 9
  • 10. Technology Hurdles • Linking Social Media tools with existing back-end • Multi-channel results. (e.g. engage on Linked in, and then phone call) mStoner page 10
  • 11. Creating ROI “Experiments” mStoner page 11
  • 12. Guiding Principles • Quick Wins • Connect the dots from activities to goal mStoner page 12
  • 13. Quick Wins • Small experiments at first • Explicit is easier than implicit • Focus on what’s working • Build up over time mStoner page 13
  • 14. Return ROI Invest CYCLE mStoner page 14
  • 15. Goal: What success looks like, what we’re going to accomplish. Return ROI Invest CYCLE mStoner page 15
  • 16. SMART Goal • “Increase online donations from people who have graduated in the last 5 years by 20% by June 30, 2011” mStoner page 16
  • 17. Goal: Strategy: What success looks like, Main ways we’re going to what we’re going to do. achieve the goal. Return ROI Invest CYCLE mStoner page 17
  • 18. Goal: Strategy: What success looks like, Main ways we’re going to what we’re going to do. achieve the goal. Return ROI Invest CYCLE Action: Activities we’re going to do to execute the strategy. mStoner page 18
  • 19. Goal: Strategy: What success looks like, Main ways we’re going to what we’re going to do. achieve the goal. Return ROI Invest CYCLE Measure: Action: Intermediate and final Activities we’re going metrics to do to execute the strategy. mStoner page 19
  • 20. Page Title Goes Here Campaign Charter • By (actions), we will (strategy) causing us to (goal). mStoner page 20
  • 21. A Few Closing Tips • Focus on trends not absolutes • Benchmark immediately • Use excel if necessary mStoner page 21
  • 22. Page Title Goes Here ROI mStoner page 22
  • 23. Thanks! • rob.cima@mstoner.com mStoner page 23
  • 24. Panel Discussion mStoner page 24

×