Social Media ROI

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Social Media ROI

  1. 1. Social Media ROI Winning political and financial support for Social Media on campus April 16, 2010 Rob Cima, Partner mStoner, Inc. mStoner
  2. 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. 3. ROI Roadblocks mStoner page 3
  4. 4. Few good examples • Avinash Kaushik, Google mStoner page 4
  5. 5. Can’t agree on what “Return” is mStoner page 5
  6. 6. Can’t agree on what “Return” is $REVENUE - $INVESTMENT $RETURN = $INVESTMENT mStoner page 6
  7. 7. Intermediate vs. Final Outcomes • Event Attendance • Connections • Donations to Annual • Retweets Fund • Fans • Employment by recent grads mStoner page 7
  8. 8. Foo Foo • “Something pretty or cute with no utilitarian value” • E.g. “Create community and increase engagement.” mStoner page 8
  9. 9. Metric Paralysis • All metrics have problems mStoner page 9
  10. 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. 11. Creating ROI “Experiments” mStoner page 11
  12. 12. Guiding Principles • Quick Wins • Connect the dots from activities to goal mStoner page 12
  13. 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. 14. Return ROI Invest CYCLE mStoner page 14
  15. 15. Goal: What success looks like, what we’re going to accomplish. Return ROI Invest CYCLE mStoner page 15
  16. 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. 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. 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. 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. 20. Page Title Goes Here Campaign Charter • By (actions), we will (strategy) causing us to (goal). mStoner page 20
  21. 21. A Few Closing Tips • Focus on trends not absolutes • Benchmark immediately • Use excel if necessary mStoner page 21
  22. 22. Page Title Goes Here ROI mStoner page 22
  23. 23. Thanks! • rob.cima@mstoner.com mStoner page 23
  24. 24. Panel Discussion mStoner page 24

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