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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. ...

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 Social Media Strategy - ROI and Campaigns Presentation Transcript

    • Social Media Strategy
      Bechara Jaoudeh
      Twitter: @TeamandaDream,
      Bechara@TeamAndADream.com
      July 8, 2010
    • Putting a human face on a big company
      2
    • Listen to and Empower your customers
      3
    • Engage visitors by having them contribute content
      4
    • Provide immediate customer service
      5
    • Using Social Media to Provide Exclusive Offers and Discounts
      6
    • Objectives: A Baker’s Dozen for Engaging…
      7
    • Strategic Process
      8
    • Strategic Process
      9
    • Strategic Process
      10
    • Objectives: A Baker’s Dozen for Engaging…
      11
    • Social Media Map
      12
    • Find your Tribe / Narrow your Focus / Listen / Converse
      13
    • Thank You!
      I will be back shortly to talk to you about Campaign Tracking & ROI
      14
    • Campaigns, Tracking & ROI
      Bechara Jaoudeh, @TeamandaDream, bechara@TeamAndADream.com
      July 8, 2010
    • Whatis Return On Investment?
      Expectation of return
      Investment
      (GAIN FROM INVESTMENT - COST OF INVESTMENT)
      ROI =
      COST OF INVESTMENT
      16
    • Whatis Return On Investment?
      Let’s agree on 2 levels:
      Corporate Level
      Brand image
      Brand loyalty
      Word of mouth
      Customer retention/satisfaction

      Campaign Level
      New product roll-out
      Promotions
      Event
      Recruiting

      17
    • Where does ROI live at the corporate level?
      Most important stages BUT ROI doesn’t live here!
      ROI Lives here!
      The secret is in the Δ in the financial returns!
      (Δ - COST OF INVESTMENT)
      ROI =
      COST OF INVESTMENT
      18
    • Where does ROI live at the corporate level?
      Measure your baseline
      2. Create a timeline of your SM activities
      19
    • Where does ROI live at the corporate level?
      Measure the Δ
      After SM
      Before SM
      20
    • Where does ROI live at the corporate level?
      • Δ = 2.5
      • Cost of investment(s) = Cost of resources allocated to maintaining SM channels
      +
      Cost of service providers
      +

      (Δ - COST OF INVESTMENT)
      ROI =
      COST OF INVESTMENT
    • What makes a good campaign?
      • Outcome oriented
      • Outcomes are measurable
      • Time bound
      • Resource investments are well defined
      • Trackable
      22
    • Calculating ROI at the campaign level
      (GAIN FROM INVESTMENT - COST OF INVESTMENT)
      ROI =
      COST OF INVESTMENT
      Investments at the campaign level may include several channels
      • Twitter execution
      • Facebook execution
      • YouTube video (video production cost)
      • Paid search campaign on Google (Adword & maintenance costs)
      23
    • 24
      Calculating ROI at the campaign level
    • 25
      Chariot Solutions Campaign
      Emerging Technologies for the Enterprise Conference:
      Goal: Drive registrations & raise awareness to Chariot’s offerings
      Outcome: Paid registration ($350)
      Measure : # of registrations & # of visitors to the site
      Time bound: April 8 & 9 (Yearly event)
      Investment: Team and a Dream engagement cost + Adwords budget
      Tracking: Google Analytics
    • Tracking results using campaigns
    • YoY - Total Search Traffic
      What happened?
    • YoY – Paid Search TrafficFewer Clicks – More Engagement
    • YoY – Organic SearchMore Traffic, More Engaged
    • ROI Analysis
      Total PPC Spend: $X
      TaaD engagement cost (SEO, PPC, SM): $Y
      Total Costs of investment: $X + $Y = $W
      Gains from investment: # of registrations X Ticket price = $Z
      (GAIN FROM INVESTMENT - COST OF INVESTMENT)
      (Z - W)
      ROI =
      =
      =
      249%
      W
      COST OF INVESTMENT
    • OraBrush Campaign
      31
    • OraBrush Campaign
      32
    • OraBrush Campaign
      33
    • OraBrush Campaign
      34
    • OraBrush Campaign
      35
    • OraBrush Campaign
      YouTube Video
      (Education)
      Website
      1
      2
      $4
      Twitter
      (Relational)
      3
      Facebook
      (Relational)
      3
    • OraBrush Campaign
      37
    • The Cluetrain Manifesto
      Markets are conversations.
      Markets consist of human beings, not demographic sectors.
      Conversations among human beings sound human. They are conducted in a human voice.
      www.cluetrain.com
      38
    • Let me know if you have questions!
      Thank You!
      Bechara Jaoudeh
      Team and a Dream
      Bechara@teamandadream.com
      Twitter: @TeamandaDream
      39