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Social Media ROI
Social Media ROI
Social Media ROI
Social Media ROI
Social Media ROI
Social Media ROI
Social Media ROI
Social Media ROI
Social Media ROI
Social Media ROI
Social Media ROI
Social Media ROI
Social Media ROI
Social Media ROI
Social Media ROI
Social Media ROI
Social Media ROI
Social Media ROI
Social Media ROI
Social Media ROI
Social Media ROI
Social Media ROI
Social Media ROI
Social Media ROI
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Social Media ROI

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  • 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 $REVENUE - $INVESTMENT $RETURN = $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

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