Social Media ROI from the Inside Out


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Most people think of social media tools as a function of marketing. Yet, social media is about two way communication and people connecting with people.

In this presentation, you will see a different take on applying social media tools and strategy to internal communication challenges for Incept, a Canton Ohio-based contact center focused on blood donor recruitment.

Significant return on investments (the real definition of ROI) have been seen in both revenue generation as well as reduced training and development costs.

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Social Media ROI from the Inside Out

  1. 1. ROI VS Baseline Measurement <ul><li>A Case Study on Why You Need Both </li></ul>
  2. 2. 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 .
  3. 3. Chris Penn on Social Media ROI
  4. 4. The Black Box Black Box $ $
  5. 5. Case Study <ul><li>Contact Center evolved into a Conversational Marketing Firm </li></ul><ul><li>Canton Ohio </li></ul><ul><li>Four months into our relationship </li></ul><ul><li>Work in progress </li></ul>
  6. 6. Cost of Turnover for Call Centers <ul><li>Up to 150% of someone’s annual salary </li></ul><ul><li>Average call center turnover of 25% </li></ul>100 employee call center = Average $250,000 in annual turnover costs
  7. 7. How Do We Address the Problem <ul><li>Open lines of communication between management and rank and file employees </li></ul><ul><li>Facilitate and maximize organizational culture </li></ul><ul><li>Identify and empower your influencers - “Agent Zeros” </li></ul><ul><li>Increase organizational transparency </li></ul><ul><li>Expand the overall online presence </li></ul><ul><li>“ Grow Bigger Ears” </li></ul>
  8. 8. Sanity Process – Strategy Building <ul><li>Facilitating consensus building on short & long term business objectives </li></ul><ul><li>Set baselines for measurement </li></ul><ul><li>Develop strategies that leverage social media tools </li></ul><ul><li>Select and train to social media tools </li></ul><ul><li>Build a Human Business Team </li></ul>
  9. 9. Incept Business Objectives <ul><li>Internal Objectives for 2010 </li></ul><ul><li>Reduce employee turnover rate </li></ul><ul><li>Increase recruitment of new (targeted) CME’s </li></ul><ul><li>External Objectives for 2010 </li></ul><ul><li>Develop and train to a Business Development practice that targets National Blood Centers </li></ul><ul><li>Develop a Social Media Offering for National Blood Centers </li></ul>
  10. 10. Measurable Baselines <ul><li>Internal Baselines for 2010 </li></ul><ul><li>Increase employee satisfaction and engagement </li></ul><ul><li>Build and expand a fan base of active CME’s and potential recruits </li></ul><ul><li>External Baselines for 2010 </li></ul><ul><li>Increase opportunities in the business development pipeline </li></ul><ul><li>Reach EBIT Goal of $1 Million </li></ul>
  11. 11. Social Media Tools Listening - Google Dashboard Listening & Interaction - Hootsuite User Benchmarking - TweetStats
  12. 12. Social Media Tools <ul><li>LinkedIn Profile Development </li></ul><ul><li>Social Media Optimization </li></ul>Business Development - LinkdedIn
  13. 13. Social Media Tools Collaborative Company Blog -Innoblogs
  14. 14. Social Media Tools Internally Focused Facebook Fan Page <ul><li>Applications </li></ul><ul><li>PollDaddy </li></ul><ul><li>Discussion Board </li></ul><ul><li>Reviews </li></ul><ul><li>Promotion Gallery for Blood Center Pages </li></ul><ul><li>YouTube Channel Integration </li></ul><ul><li>Events </li></ul><ul><li>Networked Blog </li></ul><ul><li>Targeted Facebook Fan Page Advertising </li></ul>
  15. 15. 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
  16. 16. Measureable Results <ul><li>Fan Base Growth & Engagement </li></ul><ul><li>Total Fan Base has increased 417% in 4 weeks </li></ul><ul><li>Total Fan Base weekly interactions have increased 267 % </li></ul>
  17. 17. Measureable Results <ul><li>Conversation Metrics </li></ul><ul><li>Receiving active employee feedback using polls and discussions </li></ul><ul><li>Data being used to drive company policy decisions, events, and evolving content strategy </li></ul><ul><li>Post quality is up 22.4 points in 4 weeks </li></ul>
  18. 18. Measureable Results Year Over Year Turnover Rate Comparison
  19. 19. Measureable Results New Business Development
  20. 20. <ul><li>Nate Riggs </li></ul><ul><li>Social Business Strategies </li></ul>Thank You