Social Marketing The Roi

Social Marketing The Roi






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  • Spread Ideas, Economy, Small Business
  • Society blocks out email, cold calls, tv ads, & radio ads. The new watering hole is the social mediasphere (plus google, blogosphere)
  • Traffic is growing and improving in quality (no adwords). Notice the growth in Social Media.

Social Marketing The Roi Social Marketing The Roi Presentation Transcript

  • Social Marketing: This ROI is Too Good to be True!
    March 25th, 2009
  • Before We Get Started…
    • Join the backchannel conversation during the Webinar at #socialroi
    • Presentations and Webinar recording will be archived and posted to our site later this week for you to download
    • A copy of the 2008 Social Marketing ROI and Benchmark Guide will be sent to you after the Webinar
  • Today’s Topics
    Branded Online Community Measurement
    Kathy Warren, VP Account Planning, Powered
    Results of the 2008 ROI Benchmark Study for Social Marketing Programs
    Bill Harvey, President, TRA Global
    Social Media: Why it Makes Sense and How I Prove it to Myself
    Brian Halligan, Co-Founder and CEO, HubSpot
  • Branded Online Community Measurement
    Kathy Warren, VP Account Planning, Powered
    • Social Marketing
    • Segment-focused communities
    Social movement creating opportunity across the Enterprise including high-potential for marketing
    Planned as part of go-to-market strategy
    Designed to drive:
    • Acquisition
    • Purchase consideration
    • Loyalty
    • Advocacy
    • Insight
    Long-term persistent strategy
  • Three keys to branded online community success (and ability to measure)
    Start with the audience segment & desired outcomes in mind, not ‘the message’ – it’s all about them
    Give before you get - engage based on mutual INTERESTS first
    Category second
    Brand/products (not just the latter)
    Listen and show that you heard
  • Segment value drives critical mass & substantiates expansion
    Pro Content
  • Evolution from tactical to strategic planning
    Business Outcomes & Actionable Insight
  • Social Marketing Transactional & Strategic ROI
    E-mail marketing
    Paid Media
    Total Visits
    50% Engage
    (in content & conversations)
    Online Transactions
    *Source: Averages across Powered communities CY2008
  • Cumulative ROI of Social Marketing
    Branded communities are persistent and drive ongoing return.
    Based on typical results from Powered programs – results will vary by brand , benchmarks are established during 6-mo pilot.
    *Online transactions are dependent on client tracking via web analytics. All other measures are tracked by Powered.
  • Managing to actionable KPIs – through behavioral & primary research data
  • Results of the 2008 ROI Benchmark Study for Social Marketing Programs
    Bill Harvey, President TRA Global
  • About This Study
    Purpose of This Study
    Equip the marketing community with the best information from which to create the most effective marketing programs in the immediate future.
    Study Methodology
    Self-reported consumer data collected via surveys
    Surveys were collected approximately 6-8 weeks into experience
    Midpoint values were used in analyzing responses regarding amount spent on purchases of relevant products
    Sample Size = 112,183 completed surveys
  • 2008 ROI Results
    For 2008, Powered social marketing programs yielded a 60:1 ROI, a 10% increase from 2006.
    The results would indicate that the longer the program is sustained, the higher the ROI achieved.
  • 2008 ROI Comparison by Marketing Program
    The Powered approach for social marketing programs has consistently outperformed the DMA and MMA ROI estimates for all of direct marketing and non-CPG mass media advertising for the past 3 years NCM has conducted this study.
    Direct Marketing Association (DMA) 2005 Economic Impact Study, Peter A. Johnson, PH.D.,
    MMA: “Finding The Other Half” by Erwin Ephron and Gerry Pollak, Ephron On Media website archive.
  • 2008 Supplementary Findings
  • Implications for Marketers
    Give in order to get
    Utilize a “soft sell” approach to marketing communications – inform, educate and help consumers
    Provide the social marketing and Web experiences your
    customers value
    Shift thinking away from short-term social media campaigns to long-term social marketing programs
  • Social Media:
    Why It Makes Sense & How I Prove It To Myself
  • Page 19
    Slide 19 of
  • Page 20
    Page 20
  • Page 21
    Social Media Visitors
  • Slide 22 of
    Social Media Visitor Analysis
  • Page 23
    Social Media “Reach”
    Page 23
  • Page 24
    Thank you………
    Page 24
  • Questions?
    Kathy Warren, VP Account Planning, Powered
    • Facebook: Kathy Warren
    • E-mail:
    • Blog:
    Bill Harvey, President, TRA Global
    Brian Halligan, Co-Founder and CEO, HubSpot