ROI of Social & Digital Marketing
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First session of #ieMarketingSpeakerSeries of 2015 with @kevinsigliano - IE Business School Marketing Club
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ROI of Social & Digital Marketing
- 1. @kevinsigliano Social & Digital ROI Connect | Engage | Deliver
- 3. 40% of Fortune 500 has been reinvented in the last 10 years. 100% of successful startups are smart : )
- 4. InstitutodeEmpresa#SocialCustomerEngagment New Marketing Rules P Product P Price P Place P Promotion
- 5. #change challenges of the new market space
- 8. InstitutodeEmpresa#SocialCustomerEngagment Markets are conversations BMRB Omnibus survey Ownership and multichannel The Cluetrain Manifesto
- 10. InstitutodeEmpresa#SocialCustomerEngagment Creating a transmedia experience On vs. Off and multichannel
- 11. #advertising big budgets of advertising is not enough
- 12. InstitutodeEmpresa#SocialCustomerEngagment 3000: Number of advertising messages people are exposed to per day. Nielsen Media Research Study
- 13. InstitutodeEmpresa#SocialCustomerEngagment Only 18% of TV ads generate a positive ROI Marketing effectiveness Deutsche Bank Study
- 15. InstitutodeEmpresa#SocialCustomerEngagment 40% of consumers recommend brands. Comscore CitiConference#SocialCustomerEngagment
- 16. InstitutodeEmpresa#SocialCustomerEngagment 10% influence purchasing behavior of other 90%.” BMRB Omnibus survey
- 17. #3_objectives
- 18. InstitutodeEmpresa#SocialCustomerEngagment Users & Advocacy How to measure: # of users and digital net promoter score (digital)
- 19. InstitutodeEmpresa#SocialCustomerEngagment Experience & Value How to measure: Customer satisfaction per touchpoint
- 20. InstitutodeEmpresa#SocialCustomerEngagment Building share of mind, wallet and heart How to measure: SoV, Conversions rates and sentiment
- 21. #social customer engagement strategy the new challenge
- 24. InstitutodeEmpresa#SocialCustomerEngagment Mix between OWN, EARNED and PAID media Paid Media Owned Media Earned Media - Mentions in social media - Recommendations - Websites (internal, external, blogs, microsites) - Social Platforms (Twitter, Facebook, Youtube, ...) - Advertising and sponsored options in social media
- 25. InstitutodeEmpresa#SocialCustomerEngagment Engagement drivers vertebrate open new nodes profile set up tools conversation listenanswer generate content connect retweet favorite read energize staycurrent drive proactivefollowing quiz gifts Facebookads campaign PR2.0 publishnewapplications discounts
- 26. InstitutodeEmpresa#SocialCustomerEngagment Customer Satisfaction put customer’s interests first and be useful do’s
- 27. InstitutodeEmpresa#SocialCustomerEngagment Embrace real-time Based on Samsung Social Media Presentation
- 28. InstitutodeEmpresa#SocialCustomerEngagment Bridge online and offline Based on Samsung Social Media Presentation
- 29. InstitutodeEmpresa#SocialCustomerEngagment Intelligence driven Based on Samsung Social Media Presentation
- 30. #bestpractices
- 32. InstitutodeEmpresa#SocialCustomerEngagment Interactive advertising -Brand equity + media coverage
- 37. #roi advice for the wise
- 38. InstitutodeEmpresa#SocialCustomerEngagment Setting the RIGHT objectives BRANDING SALES Build strong branding 2.0. with strong and relevant presence where the target audience is. Connect with a targetted audience and prospects. Increase purchase decision making process. Publish and Distribute useful and relevant content.CONTENT COMMUNITY Build strong engaged ties with social customers, create and manage community. QUALIFIED TRAFFIC Send qualified and“ready to buy”traffic to web.
- 39. InstitutodeEmpresa#SocialCustomerEngagment Scorecard Social activity Customer Support Impact Engagement Sentiment Influence Cost per Actions € Conversions Share of Voice Community
- 40. InstitutodeEmpresa#SocialCustomerEngagment Designing the right scorecard BRANDING SALES ‣ Followers / Fans ‣ Reach ‣ Influence ‣ Share of conversation vs competitors ‣ Sentiment positive, neutral or negative ‣ Number of brand evangelists ‣ Sales revenue ‣ Registered users ‣ Issues resolved and resolution rate ‣ Number of leads (per day, week, month) ‣ Cost of lead ‣ Lead conversion rate ‣ Cost of sale ‣ Revenue (per follower, lead, customer) ENGAGEMENT WEB GOALS ‣ Retweets / Forwards / Sharing ‣ Comments ‣ Like or rate something ‣ Contributors and active contributors ‣ Pageviews ‣ Support cost (per customer in social channels) ‣ Unique visitors ‣ Traffic from social networking sites ‣ Time spent on site ‣ Conversions ‣ Issues resolved and resolution rate
- 41. InstitutodeEmpresa#SocialCustomerEngagment Conquer the benefits What are the benefits of social media strategies? Key reasons for a social media ROI? 2012 - Social Media Examiner 85% 69% 65% 58% 58% 55% 51% 46% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% According to professionals from Fortune 500 companies 2012 survey to over 1000 CXO, directors and managers!
- 43. Questions & Thank you @kevinsigliano