Your SlideShare is downloading. ×
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
The ROI of Social Marketing - Social Insights Jakarta, August 2014
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

The ROI of Social Marketing - Social Insights Jakarta, August 2014

182

Published on

The ROI of Social Marketing as presented at the Social Bakers: Social Insights Jakarta event on August 11, 2014. …

The ROI of Social Marketing as presented at the Social Bakers: Social Insights Jakarta event on August 11, 2014.

Whether financial, brand, risk management or pure digital related, before we even talk about ROI we need to identify a brand's business objective of playing in the digital space.

Published in: Marketing
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
182
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
9
Comments
0
Likes
2
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
  • Forrester Research, The ROI of Social Marketing 2012
  • Forrester Research, The ROI of Social Marketing 2012
  • Forrester Research, The ROI of Social Marketing 2012
  • Forrester Research, The ROI of Social Marketing 2012
  • Forrester Research, The ROI of Social Marketing 2012
  • Forrester Research, The ROI of Social Marketing 2012
  • Forrester Research, The ROI of Social Marketing 2012
  • Forrester Research, The ROI of Social Marketing 2012
  • Forrester Research, The ROI of Social Marketing 2012
  • Forrester Research, The ROI of Social Marketing 2012
  • Transcript

    • 1. THE ROI OF SOCIAL MARKETING SOCIAL BAKERS: SOCIAL INSIGHTS 11 August, 2014
    • 2. 01 WHO WE ARE
    • 3. FACTS Founded in 1992, VML became part of WPP Group in 2001. VML delivers creative solutions at the intersection of marketing and technology. We now have more than 2,000 VMLers around the world that service more than 150 client partners.
    • 4. SOCIAL BAKERS | SOCIAL INSIGHTS JAKARTA 4 Who am I? @piotrj • 1st “bule” baby born at Pondok Indah Hospital • Lived in Jakarta, Des Moines, Tokyo, New York, Chicago, Jakarta • Travel & Wedding Photographer • Fascinated with the growth of Digital in Indonesia
    • 5. 02 Why do we need Social Media?
    • 6. SOCIAL BAKERS | SOCIAL INSIGHTS JAKARTA 6 Since the early 2000’s, marketers have identified that we are in the “Relationship Era”, where Marketing is focusing on fostering sustainable relationships. Social Media plays one of the most important roles in this process, due to its ease of use, access and convenience. We are in the Relationship Era
    • 7. There is no way to switch off the Internet…
    • 8. 8 In the Relationship Era, brands live in a glass house – now more than ever do people have access to all information about a brand’s behavior. So don’t be a d#$*&… - Bob Garfield, Author – “Can’t Buy Me Like”
    • 9. 9
    • 10. 10 REALITY: Brand owners don’t really own the brand. Consumers do.
    • 11. 03 ROI of Social Marketing
    • 12. 12 Before you answer the question, What is the ROI? We need to ask ourselves: What is the Business Objective?
    • 13. Brand Risk Management Financial Digital
    • 14. Measure improved response rates with social-enabled commerce Measure improvements in average consumer spend and share of wallet Measure costs eliminated Media mix modeling to validate brand impact in the social channel Brand Risk Management Digital
    • 15. SOCIAL BAKERS | SOCIAL INSIGHTS JAKARTA 15 Mentions in the digital sphere are directly connected to sales. This is primarily related to the fact that people trust other people online more than brands. Online Chatter Drives Sales
    • 16. 16
    • 17. The same tried and true surveying methodologies used to measure brand lift in traditional media also work in social media Awareness, purchase intent, preference, brand association, or other measures of long-term brand health Risk Management Financial Digital
    • 18. 18
    • 19. Social media delivers not just financial, brand, and digital results but also creates an asset the organization can use when challenges arise This perspective is not about creating positive ROI but reducing unforeseen negative ROI in the future BrandFinancial Digital
    • 20. Social media delivers not just financial, brand, and digital results but also creates an asset the organization can use when challenges arise This perspective is not about creating positive ROI but reducing unforeseen negative ROI in the future BrandFinancial Digital
    • 21. 10% drop in share price?!? Was it the only reason? Probably not. Did it contribute? Absolutely! Source: http://www.fastcompany.com/1320152/broke n-guitar-has-united-playing-blues-tune-180- million
    • 22. SOCIAL BAKERS | SOCIAL INSIGHTS JAKARTA 23 Upon getting fired from the company HMV Community Managers, still having access to the accounts, started live- tweeting about the event. Social Media: #Fail
    • 23. SOCIAL BAKERS | SOCIAL INSIGHTS JAKARTA 24 The VP of Ketchum (a US brand) tweeted that he would “die if he had to live in Memphis” a few hours before his meeting with FedEx at their headquarters…in Memphis. Social Media: #Fail
    • 24. SOCIAL BAKERS | SOCIAL INSIGHTS JAKARTA 25 Through listening and quick response, Skype was able to address crisis situations by creating content and responding to it in a timely manner The brand found articles with negative connotations, responded with a blog post and proceeded to comment on all negative content with a link to this response post. Social Media: #WIN
    • 25. SOCIAL BAKERS | SOCIAL INSIGHTS JAKARTA 26 REALITY: When a brand has a social media #fail, consumers WILL spread it.
    • 26. SOCIAL BAKERS | SOCIAL INSIGHTS JAKARTA 27 REALITY: There’s a troll in each and every one of us. (Especially when unsatisfied with a product or service)
    • 27. SOCIAL BAKERS | SOCIAL INSIGHTS JAKARTA 29 The backlash was unprecedented, and the Internet exploded with negative feedback. Among others, a famous Mexican- born actor had tweeted, to his 2 MILLION fans. Social Media: #FAIL
    • 28. SOCIAL BAKERS | SOCIAL INSIGHTS JAKARTA 30 Within days the brand had responded with blog posts in English and Spanish to apologize for the incident. Social Media: #FAIL Apology
    • 29. SOCIAL BAKERS | SOCIAL INSIGHTS JAKARTA 31 A customer became so angry with British Airways that he purchased a Promoted Tweet to make sure that thousands of people saw how angry he was. What? People are buying promoted tweets to complain? Social Media: #FAIL
    • 30. Measure social media programs’ impact on search engine relevance Measure traffic to and beside owned media to track all brand touchpoints Measure short-term metrics when your objectives are short term Brand Risk Management Financial
    • 31. 33
    • 32. LISTEN ENGAGE MEASURE OPTIMIZE REPEAT.
    • 33. THANK YOU

    ×