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Social Media Strategy - ROI and Campaigns
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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.

Published in: Business, Technology

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Transcript

  • 1. Social Media Strategy
    Bechara Jaoudeh
    Twitter: @TeamandaDream,
    Bechara@TeamAndADream.com
    July 8, 2010
  • 2. Putting a human face on a big company
    2
  • 3. Listen to and Empower your customers
    3
  • 4. Engage visitors by having them contribute content
    4
  • 5. Provide immediate customer service
    5
  • 6. Using Social Media to Provide Exclusive Offers and Discounts
    6
  • 7. Objectives: A Baker’s Dozen for Engaging…
    7
  • 8. Strategic Process
    8
  • 9. Strategic Process
    9
  • 10. Strategic Process
    10
  • 11. Objectives: A Baker’s Dozen for Engaging…
    11
  • 12. Social Media Map
    12
  • 13. Find your Tribe / Narrow your Focus / Listen / Converse
    13
  • 14. Thank You!
    I will be back shortly to talk to you about Campaign Tracking & ROI
    14
  • 15. Campaigns, Tracking & ROI
    Bechara Jaoudeh, @TeamandaDream, bechara@TeamAndADream.com
    July 8, 2010
  • 16. Whatis Return On Investment?
    Expectation of return
    Investment
    (GAIN FROM INVESTMENT - COST OF INVESTMENT)
    ROI =
    COST OF INVESTMENT
    16
  • 17. 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
  • 18. 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
  • 19. Where does ROI live at the corporate level?
    Measure your baseline
    2. Create a timeline of your SM activities
    19
  • 20. Where does ROI live at the corporate level?
    Measure the Δ
    After SM
    Before SM
    20
  • 21. Where does ROI live at the corporate level?
    • Δ = 2.5
    • 22. Cost of investment(s) = Cost of resources allocated to maintaining SM channels
    +
    Cost of service providers
    +

    (Δ - COST OF INVESTMENT)
    ROI =
    COST OF INVESTMENT
  • 23. What makes a good campaign?
    • Outcome oriented
    • 24. Outcomes are measurable
    • 25. Time bound
    • 26. Resource investments are well defined
    • 27. Trackable
    22
  • 28. 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
    • 29. Facebook execution
    • 30. YouTube video (video production cost)
    • 31. Paid search campaign on Google (Adword & maintenance costs)
    23
  • 32. 24
    Calculating ROI at the campaign level
  • 33. 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
  • 34. Tracking results using campaigns
  • 35. YoY - Total Search Traffic
    What happened?
  • 36. YoY – Paid Search TrafficFewer Clicks – More Engagement
  • 37. YoY – Organic SearchMore Traffic, More Engaged
  • 38. 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
  • 39. OraBrush Campaign
    31
  • 40. OraBrush Campaign
    32
  • 41. OraBrush Campaign
    33
  • 42. OraBrush Campaign
    34
  • 43. OraBrush Campaign
    35
  • 44. OraBrush Campaign
    YouTube Video
    (Education)
    Website
    1
    2
    $4
    Twitter
    (Relational)
    3
    Facebook
    (Relational)
    3
  • 45. OraBrush Campaign
    37
  • 46. 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
  • 47. Let me know if you have questions!
    Thank You!
    Bechara Jaoudeh
    Team and a Dream
    Bechara@teamandadream.com
    Twitter: @TeamandaDream
    39