Social Media ROI from the Inside Out

ROI VS Baseline Measurement
A Case Study on Why You Need Both

What is ROI Return On Investment the ratio of money gained or lost (whether realized or unrealized) on an investment relative to the amount of money invested .

Chris Penn on Social Media ROI

The Black Box Black Box $ $

Case Study
Contact Center evolved into a Conversational Marketing Firm
Canton Ohio
Four months into our relationship
Work in progress

Cost of Turnover for Call Centers
Up to 150% of someone’s annual salary
Average call center turnover of 25%
100 employee call center = Average $250,000 in annual turnover costs

How Do We Address the Problem
Open lines of communication between management and rank and file employees
Facilitate and maximize organizational culture
Identify and empower your influencers - “Agent Zeros”
Increase organizational transparency
Expand the overall online presence
“ Grow Bigger Ears”

Sanity Process – Strategy Building
Facilitating consensus building on short & long term business objectives
Set baselines for measurement
Develop strategies that leverage social media tools
Select and train to social media tools
Build a Human Business Team

Incept Business Objectives
Internal Objectives for 2010
Reduce employee turnover rate
Increase recruitment of new (targeted) CME’s
External Objectives for 2010
Develop and train to a Business Development practice that targets National Blood Centers
Develop a Social Media Offering for National Blood Centers

Measurable Baselines
Internal Baselines for 2010
Increase employee satisfaction and engagement
Build and expand a fan base of active CME’s and potential recruits
External Baselines for 2010
Increase opportunities in the business development pipeline
Reach EBIT Goal of $1 Million

Social Media Tools Listening - Google Dashboard Listening & Interaction - Hootsuite User Benchmarking - TweetStats

Social Media Tools
LinkedIn Profile Development
Social Media Optimization
Business Development - LinkdedIn

Social Media Tools Collaborative Company Blog -Innoblogs

Social Media Tools Internally Focused Facebook Fan Page
Applications
PollDaddy
Discussion Board
Reviews
Promotion Gallery for Blood Center Pages
YouTube Channel Integration
Events
Networked Blog
Targeted Facebook Fan Page Advertising

Human Business Team An internal team of individuals, who possess the talents, passion and training to strategically and synergisticaly utilize social media tools to achieve business objectives

Measureable Results
Fan Base Growth & Engagement
Total Fan Base has increased 417% in 4 weeks
Total Fan Base weekly interactions have increased 267 %

Measureable Results
Conversation Metrics
Receiving active employee feedback using polls and discussions
Data being used to drive company policy decisions, events, and evolving content strategy
Post quality is up 22.4 points in 4 weeks

Measureable Results Year Over Year Turnover Rate Comparison

Measureable Results New Business Development

Nate Riggs
Social Business Strategies
Thank You

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Social Media ROI from the Inside Out

by Nate Riggs on May 14, 2010

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Social Media ROI from the Inside Out — Presentation Transcript