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Social media roi
 

Social media roi

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    Social media roi Social media roi Presentation Transcript

    • Social Media R.O.I
      Sandra, Sarvin and Nizar
    • We all know what they are and how they work…
    • How can Social Media help business?
      But…
    • Social Media for Organisations
      Public Relations
      Online presence, management of online reputation and WOM
      Results
      Capture new members, increase frequency of donations, exposure to events and activities and lower cost in terms of advertising and promotion
    • Social Media for Organisations
      Member Loyalty
      Interaction, deepen customer relationship
      Members Support
      Feedback and response, cost reduction
      Human Resources
      Effective recruiting (Ernst and Young)
    • Example of Recruitment
    • First… Have a Clear Objective
      What is it that you want to achieve out of your Social Media tool?
      Increase in donation funds?
      Brand Awareness?
      Building your NPO’s Brand?
      Engage with volunteers, employees and donors?
      Will it save me money? How about increase in volunteers?
      Will it generate donations? How about positive WOM?
    • Return on Investment Equation
      (Gain from Investment – Cost of Investment)
      ROI =
      Cost of Investment
      Investment in terms of time, money, human resources (wages)
    • Investment - Return Relationship
      $$$
      $$$
      Non-Financial Impact
      Financial Impact
      Investment
      Action
      Reaction
      ROI lives here
    • To Generate Positive R.O.I…
      Your Social Media campaign must:
      Increase FREQUENCY of donations
      Increase REACH of donors and volunteers
      Increase YIELD of amount spent
    • Impact of Social Media
      Non-Financial Impact VS Financial Impact
      Website visitors
      Impressions
      #Fans/Friends/Followers/views
      Comments
      Increase in donations
      Cost Savings
      Increased number of volunteers
    • Measuring ROI
      Establish a baseline (Before and After Social Media)
      Create an activity timeline
      Monitor impact on conversation and the quality of it
      Measure and take note of where your audiences are coming from (Facebook, Flickr, Youtube, Blog…)Measure number of transactions and net new members
      Observe Revenue (Donation, Grant, Sales)
      Overlay abovementioned data together and look for a pattern
    • Some Examples of Social Media ROI
      Cost per interaction in customer support averages $12 via the contact center versus $0.25 via self-service options. (Forrester, 2006)Cost Savings
      Jupiter Research (now Forrester) reported in 2006 that customers report good experiences in forums more than twice as often as they do via calls or mail.Observing where customers are talking
      Ebayfound in 2006 that participants in online communities spend 54% more than non-community users. Increase in revenue
    • Old Spice
    • Old Spice: ROI
      11 million views
      183 video reactions
      increased sales by 107%
      Twitter saw 22,000 comments in 3 days.
    • Thank You