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What kind of mood is The old man in today? Not good. He doesn’t care how many visitors the website gets! How is it all helping grow the biz yo?
Give me a good reason why I should assign resources to this thing. The old man wants to know how this will help the organization
These resources = 100% of your budget Head Count Advertising E-Marketing Inbound Call Center Sales Dept. Public Relations Marketing I.T. Accounting These resources generate 100% of your outcomes
Social Media’s Share of the Online Marketing Budget
Which buckets do we empty to fill this new one? Understand that a new marketing program’s funding doesn’t appear out of thin air.:
Question #1: Will it save money? In member support? Communicate more effectively for less? Question #2: Will it generate revenue? I want more volunteers, more new members, more exposure, etc. Ultimately, the P&L drives every organization’s decisions.
The Problem I’m a Social Media guru. Love isn’t about ROI, baby. Forget your greedy ways.
THE R.O.I. EQUATION Investment Expectation of return
The Truth About R.O.I. ROI is a business metric, not a media metric. ROI is 100% media-agnostic. Only measuring digital or social won’t get you anywhere.
What if you aren’t “for profit?” You still depend on some kind of revenue to function: Grants, funding, donations, membership fees, etc. Same thing. Revenue is revenue. Budgets are budgets. Money is money.
R.O.I. Confusion - Operational Silos Engagement R.O.I. Different Focus + Different Perspective
It all starts with one question: What are you trying to accomplish? Define the objective FIRST. THEN come up with the tactics.
Awareness Do enough people know about us? Do enough people think about us? Context Do people think of us in the right way? Value Do people understand our value? What we offer? Relevance Do people appreciate our value to them? Catalysts Do people have a reason to think about us? To engage with us? To buy into us? Brand Management: Momentum Drivers
Outcomes Net New Members , Increased Frequency of Donations and Volunteerism , increased yield (average $ value per donation ), exposure Member Support Immediate feedback and response, impact in public forum, cost reduction, increased interactions, varied interactions, mobile Human Resources More effective recruiting, monitoring of employee behavior (management) Public Relations Online Reputation Management, improved brand image via Social Web, Clarification of purpose & value, Direct communication with public Member Loyalty Increased interactions, better quality of interactions, deeper relationship with cause , increased trust in organization , increased mindshare of cause, greater values alignment Ways in which Social Media can help an association:
Mashable (www.mashable.com) An online social media marketing blog with about 20 posts a day Website Grader (www.websitegrader.com) Useful tool for measuring the marketing effectiveness of your website, get a free custom report in seconds with advice for your website Marketing Sherpa (www.marketingsherpa.com) A great resource for case studies and insights into marketing tactics Other Social Marketing Resources
Finally, someone with some real metrics for me to sink my teeth into! Good job, Sparky! You done gewd! Make the case for Social Media’s value.
Dudes, we are ON THIS!!! Let’s start engagin’!!! I’ll start crafting some wicked blog posts and online contests. Let’s get people Talking about us.
Second largest search engine in the world, only to Google Twitter now has over 100 MILLION registered users. 55,000,000 tweets per day. 37% of users tweet from their phones. Welcome To The Revolution Facebook has over 500 MILLION users Millions of people are content publishers now.