Social Media Strategy - ROI and Campaigns

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On July 8, 2010 Team and a Dream's Bechara Jaoudeh gave this presentation at the Talamore County Club in Ambler PA.

The presentation covers social media campaigns, campaign tracking and ROI calculations.

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Social Media Strategy - ROI and Campaigns

  1. 1. Social Media Strategy<br />Bechara Jaoudeh <br />Twitter: @TeamandaDream, <br />Bechara@TeamAndADream.com<br />July 8, 2010<br />
  2. 2. Putting a human face on a big company<br />2<br />
  3. 3. Listen to and Empower your customers<br />3<br />
  4. 4. Engage visitors by having them contribute content<br />4<br />
  5. 5. Provide immediate customer service<br />5<br />
  6. 6. Using Social Media to Provide Exclusive Offers and Discounts<br />6<br />
  7. 7. Objectives: A Baker’s Dozen for Engaging…<br />7<br />
  8. 8. Strategic Process<br />8<br />
  9. 9. Strategic Process<br />9<br />
  10. 10. Strategic Process<br />10<br />
  11. 11. Objectives: A Baker’s Dozen for Engaging…<br />11<br />
  12. 12. Social Media Map<br />12<br />
  13. 13. Find your Tribe / Narrow your Focus / Listen / Converse<br />13<br />
  14. 14. Thank You!<br />I will be back shortly to talk to you about Campaign Tracking & ROI<br />14<br />
  15. 15. Campaigns, Tracking & ROI<br />Bechara Jaoudeh, @TeamandaDream, bechara@TeamAndADream.com<br />July 8, 2010<br />
  16. 16. Whatis Return On Investment?<br />Expectation of return<br />Investment<br />(GAIN FROM INVESTMENT - COST OF INVESTMENT)<br />ROI =<br />COST OF INVESTMENT<br />16<br />
  17. 17. Whatis Return On Investment?<br />Let’s agree on 2 levels:<br />Corporate Level<br />Brand image<br />Brand loyalty<br />Word of mouth<br />Customer retention/satisfaction<br />…<br />Campaign Level<br />New product roll-out<br />Promotions<br />Event<br />Recruiting<br />…<br />17<br />
  18. 18. Where does ROI live at the corporate level?<br />Most important stages BUT ROI doesn’t live here!<br />ROI Lives here!<br />The secret is in the Δ in the financial returns!<br />(Δ - COST OF INVESTMENT)<br />ROI =<br />COST OF INVESTMENT<br />18<br />
  19. 19. Where does ROI live at the corporate level?<br />Measure your baseline<br />2. Create a timeline of your SM activities<br />19<br />
  20. 20. Where does ROI live at the corporate level?<br />Measure the Δ<br />After SM<br />Before SM<br />20<br />
  21. 21. Where does ROI live at the corporate level?<br /><ul><li>Δ = 2.5
  22. 22. Cost of investment(s) = Cost of resources allocated to maintaining SM channels</li></ul> +<br /> Cost of service providers<br /> +<br /> … <br />(Δ - COST OF INVESTMENT)<br />ROI =<br />COST OF INVESTMENT<br />
  23. 23. What makes a good campaign?<br /><ul><li> Outcome oriented
  24. 24. Outcomes are measurable
  25. 25. Time bound
  26. 26. Resource investments are well defined
  27. 27. Trackable</li></ul>22<br />
  28. 28. Calculating ROI at the campaign level<br />(GAIN FROM INVESTMENT - COST OF INVESTMENT)<br />ROI =<br />COST OF INVESTMENT<br />Investments at the campaign level may include several channels<br /><ul><li> Twitter execution
  29. 29. Facebook execution
  30. 30. YouTube video (video production cost)
  31. 31. Paid search campaign on Google (Adword & maintenance costs)</li></ul>23<br />
  32. 32. 24<br />Calculating ROI at the campaign level<br />
  33. 33. 25<br />Chariot Solutions Campaign<br />Emerging Technologies for the Enterprise Conference:<br />Goal: Drive registrations & raise awareness to Chariot’s offerings<br />Outcome: Paid registration ($350)<br />Measure : # of registrations & # of visitors to the site<br />Time bound: April 8 & 9 (Yearly event)<br />Investment: Team and a Dream engagement cost + Adwords budget<br />Tracking: Google Analytics<br />
  34. 34. Tracking results using campaigns<br />
  35. 35. YoY - Total Search Traffic<br />What happened? <br />
  36. 36. YoY – Paid Search TrafficFewer Clicks – More Engagement <br />
  37. 37. YoY – Organic SearchMore Traffic, More Engaged <br />
  38. 38. ROI Analysis<br />Total PPC Spend: $X<br />TaaD engagement cost (SEO, PPC, SM): $Y<br />Total Costs of investment: $X + $Y = $W<br />Gains from investment: # of registrations X Ticket price = $Z<br />(GAIN FROM INVESTMENT - COST OF INVESTMENT)<br />(Z - W)<br />ROI =<br />=<br />=<br />249%<br />W<br />COST OF INVESTMENT<br />
  39. 39. OraBrush Campaign<br />31<br />
  40. 40. OraBrush Campaign<br />32<br />
  41. 41. OraBrush Campaign<br />33<br />
  42. 42. OraBrush Campaign<br />34<br />
  43. 43. OraBrush Campaign<br />35<br />
  44. 44. OraBrush Campaign<br />YouTube Video<br />(Education)<br />Website<br />1<br />2<br />$4<br />Twitter<br />(Relational)<br />3<br />Facebook<br />(Relational)<br />3<br />
  45. 45. OraBrush Campaign<br />37<br />
  46. 46. The Cluetrain Manifesto<br />Markets are conversations. <br />Markets consist of human beings, not demographic sectors. <br />Conversations among human beings sound human. They are conducted in a human voice.<br />www.cluetrain.com <br />38<br />
  47. 47. Let me know if you have questions!<br />Thank You!<br />Bechara Jaoudeh<br />Team and a Dream<br />Bechara@teamandadream.com<br />Twitter: @TeamandaDream<br />39<br />

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