What Is Roi For Social Media
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What Is Roi For Social Media

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The Social Media ROI had been a topic at a recently held Media Seminar! This was my presentation there. Done in true Social Media style of crowd sourcing from multiple sources; which I acknowledged at ...

The Social Media ROI had been a topic at a recently held Media Seminar! This was my presentation there. Done in true Social Media style of crowd sourcing from multiple sources; which I acknowledged at the presentation and also here!

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  • Hi Sudarshan
    Great presentation - is it possible to get a download?

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What Is Roi For Social Media What Is Roi For Social Media Presentation Transcript

  • Social Media ROI vs ROI Sudarshan Banerjee MediaPulse 2008
  • IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE TECHNOLOGY, SOCIAL INTERACTION, AND THE CONSTRUCTION OF WORDS, PICTURES, VIDEOS AND AUDIO. http://www.wikipedia.org
  • DUH!
  • Like most things, had a modest beginning before being ‘tipped’
  • The Rate of Interest is unmistakeable, right?
  • A question that’s on everyone’s mind in Social Media
  • Before we get to ROI… I have another question. Can you afford to ignore it
  • Some fairly important Marketing campaigns have used it extensively
    • Obama vs. McCain - Social Media Usage Stats
    • Facebook 567,000 18,700
    • FB Supporters 2,444,384 627,459
    • MySpace 844,781 219,463
    • Twitter 115,623 4911
    • Youtube 358,000 191,000
    • Flickr 73,076 15,168
    • Google Search 56,200,000 42,800,000
    • Google Pages 1,820,000 30,700
    • Yahoo Pages 643,416 513,665
  • What could possibly happen if you don’t
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  • If you are a brand, let’s also consider that
  • Can’t really blame them
  • WHILE ONLY OF PEOPLE TRUST ADVERTISEMENTS OF PEOPLE TRUST THE RECOMMENDATIONS OF OTHER CONSUMERS NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007
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  • To earn it back – Do consider Social Media
  • All this is fine What about the ROI
  • Social Media - is more like a billboard… - Often Necessary - Not immediately measurable
  • What’s your social media brief What are we doing? Define the scope of the project. Is it part of a promotion? Part of a campaign? What are we being asked to create? Why are we doing it? Is this a stand along effort, or part of an overall communications strategy that includes traditional advertising? Who is the target market? Define the person. Give as much background on the bulls-eye candidate. What media do they currently consume? Supply a general list of media they consume, i.e. instant messaging, texting, TV, radio, podcasts, blogs, social networks, etc. What is the objective? What do we want the target to do? At the end of this project, what is the definition of success? How will we measure the target’s actions? Define the goals in terms of results. When and how will it end? Social media campaigns might have to stop. How will you stop it?
  • You can measure ROI, if you know what you want…
    • Three types of results in interactive measurement:
    • 1. outputs (impressions, share of voice, tone, etc.)
    • 2. outcomes (attitude shift, behavior change, expanding reach)
    • 3. business results. All of Advertising hasn’t found a perfect co-relation to this yet
    • Since it’s launch in March of 2008, results:
    • 3 million unique visitors
    • 60,000 ideas submitted
    • 100,000s of comments
    • 460,000 votes
    • 2,500 moderator comments
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  • Hold out your hand and your customers will reciprocate
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  • IN MIN D S E T
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  • 6 tips for
  • Think beyond products
  • Open your doors to your customers
  • Join the conversation
  • Share things with them
  • Make mistakes; Admit them
  • Respond ! Respond ! Respond !
  •