1. Secrets of Social Media ROI
Revealed by 166 Case Studies
October 16, 2012
2. Did you know?
• 90% of all purchase decisions begin on the internet
• 80% of traffic to a website begins with a search
query
• 75% of people shop online before they buy offline
• 85% are looking for an independent review
• 80% trust the recommendation of another person
• 14% of people trust advertising
Sources: comScore, eMarketer, Nielsen, HubSpot
13. Results and ROI
KPI Qtr. 1 Qtr. 2
Sales About $1MM $2MM
Average Shopper $5,000 >$5,000
Value
Web Site Visitors 50,000/month 400,000/month
Database + ++++
Facebook “Likes” 3,000 180,000
Twitter Followers 700 900
15. Case Study #2: Blendtec
Situation Results
• Blendtec founded in 1970’s • By 2009, company sales
• Sells blenders B2B in increase by +700%
commercial market (e.g.
Starbucks)
• Decides to sell direct-to-
consumer in 2007 with
video commercials featuring
CEO Tom Dickson
• Cost $1,000 to make
21. Case Study #4: AJ Bombers
Situation Results
• In 2009, AJ Bombers, a • 75% of customers come
burger restaurant, opens in from Twitter
Milwaukee, WI • More social media $$$
• Operates at break-even for – Foursquare day results in his
1st six months highest sales to date
• No traditional marketing – Featured in Travel Channel,
Food Wars, through Twitter
• Owner Joe Sorge uses
• Within a year, weekly sales
Twitter
are +60%
23. Case Study #5: IBM
Situation Results
• IBM uses social media as • IBM funds $100 million in
internal collaboration tool product ideas from social
• “Crowd-sourcing” for media collaborations
company innovations • Generates $100 billion in
• Company allows employees revenue
to set up: • 100-to-1 ROI with 44.1%
– 17,000 blogs gross profit margin
– 100,000 use them
– 500,000 participate in crowd-
sourcing “jams”
26. Case Study #6: Foiled Cupcakes
Situation Results
• Gourmet cupcake bakery • 93% of leads from social
serves Chicago market media
• No storefront; website is • Company surpasses
company’s storefront revenue target by +600%
• Social media is the only
form of marketing
27. Does your business live by these principles?
1. To build it is better than to buy it
2. Nothing succeeds better than a passionate belief in
your brand
3. People like to do business with people they know
4. Social media and customer service are the same
business
5. Your community is your best resource for
innovation and ideas
6. When failure is not an option, what results?
28. Socio-media-logy
Crawl Walk Run Thrive
Look Around and Connect and Engage, Involve Fans Help You Do
Listen Activate and Expand the Lifting
• Define business • Establish social • Make content • Rely on your
strategy and goals networks more interesting community for
• Make your web •Quantify and -Video their content and
site desirable to qualify audience -Podcasts ideas
visit • Create and build -Webinars •Nurture them
• Optimize search relationships -Apps -Surveys
• Identify social •Increase what -Live events -Better customer
targets works; pull back •Find new places service
• Build database on what doesn’t to outreach -New products
29. Rob Petersen
• President, BarnRaisers, a digital
and social media solutions
company
http://barnraisersllc.com
• MBA Faculty at Rutgers CMD
• Author, 166 Case Studies Prove
Social Media Marketing ROI
@robpetersen rob@barnraisersllc.com 203-594-1701
