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

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

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

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

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

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

Hold out your hand and your customers will reciprocate

IN MIN D S E T

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 !