Social media roi

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  • 1. Social Media R.O.I
    Sandra, Sarvin and Nizar
  • 2. We all know what they are and how they work…
  • 3. How can Social Media help business?
    But…
  • 4. 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
  • 5. Social Media for Organisations
    Member Loyalty
    Interaction, deepen customer relationship
    Members Support
    Feedback and response, cost reduction
    Human Resources
    Effective recruiting (Ernst and Young)
  • 6. Example of Recruitment
  • 7. 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?
  • 8. Return on Investment Equation
    (Gain from Investment – Cost of Investment)
    ROI =
    Cost of Investment
    Investment in terms of time, money, human resources (wages)
  • 9. Investment - Return Relationship
    $$$
    $$$
    Non-Financial Impact
    Financial Impact
    Investment
    Action
    Reaction
    ROI lives here
  • 10. 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
  • 11. 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
  • 12. 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
  • 13.
  • 14. 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
  • 15. Old Spice
  • 16. Old Spice: ROI
    11 million views
    183 video reactions
    increased sales by 107%
    Twitter saw 22,000 comments in 3 days.
  • 17. Thank You