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http://thebrandbuilder.wordpress.com 614
http://smartblogs.com 342
http://www.socialmediatools.ca 256
http://retailomania.blogspot.com 113
http://www.socialfish.org 72
http://retailomania.blogspot.in 22
http://www.witszen.com 15
http://socialmediametrics.wikispaces.com 14
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  • Thanks, guys.

    Jonathan, that's what my clients usually hire me to help them with. ;) Next time I am in Copenhagen, I will definitely look you up.

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  • awesome - the key question how do you convert all that buzz into cash - could do with some detail on exactly HOW to do this i.e chaneling conversation into the sales funnel etc..apart from that you work seems to have taken me one step closer to being more competent so thank you so much.......if you're in Copenhagen ever please make contact.if wver I hear of any speaking opps i will recommend - therefore convertig your efforts into financial impact......
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Buzz 2010 presentation Buzz 2010 presentation Presentation Transcript

  • Social Business Justification & R.O.I.
    olivieralainblanchard
    @thebrandbuilder
    Buzz 2010 Series
    Washington, DC
    18 August2010
    #buzz2010
  • What do I do?
    Training
    Social Media Program Integration
    for C-Suite executives,
    Managers and organizations.
    Consulting
    - Brand Mgmt.
    - Online Reputation Mgmt.
    - Social Web & New Media
    … and the blog.
    Advisory Board Shenanigans
  • First Rule: The tools are the tools. The tools are not the thing.
  • Second Rule: Associations + NFPs are not like most businesses
  • First things first: …
  • Having “a presence” in Social Media
    Is worthless unless you do something with it.
  • Your organizationdoesn’t plug into Social Media.
    Social Media plugs into your organization.
  • Second…
  • Ways in which Social Media can help a business:
    Sales
    Net New Customers, Increased Frequency of Transactions, promo exposure
    Increased yield (average $ value per transaction), and product penetration
    Customer Support
    Immediate feedback and response, positive impact in public forum, cost reduction
    Human Resources
    More effective recruiting, online monitoring of employee behavior (risk management)
    Public Relations
    Online Reputation Management, improved brand image via Social Web
    Customer Loyalty
    Increased interactions, better quality of interactions, deeper relationship with brand,
    Increased trust in brand, increased mindshare of brand, greater values alignment
    Business Intelligence
    Know Everything. (No, really.)
  • Ways in which Social Media can help an association:
    Outcomes
    Net New Members, Increased Frequency of Donationsand Volunteerism,
    Increased yield (average $ value per donation), added exposure
    MemberSupport
    Immediate feedback and response, positive impact in public forum, cost reduction,
    Increased interactions, more varied interactions, portable resources (mobile)
    Human Resources
    More effective recruiting, online monitoring of employee behavior (risk management)
    Public Relations
    Online Reputation Management, improved brand image via Social Web,
    Clarification of purpose & value, Direct communication with public
    MemberLoyalty
    Increased interactions, better quality of interactions, deeper relationship with cause,
    Increased trust in organization, increased mindshare of cause, greater values alignment
  • Brand Management: Momentum Drivers
    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?
  • Leveraging Social Communications
    Social media is there to drive,
    amplify and reinforce all of these things:
    Awareness
    Context
    Value
    Relevance
    Interactions
    Transactions
  • Third: A note about vertical and lateral forces…
  • Vertical Engagement= Org + Individual
    Program/campaign-based, on-message, limited.
  • Lateral Engagement = individual+ individual
    This is how WOM and content really scale.
  • Fourth: Okay, now…
  • How do you rescue a fading brand?
  • What if this had nothing to do with Old Spice?
  • Facebook has over 500 MILLION users
    Twitter now has over 100 MILLIONregistered users.
    55,000,000 tweets per day.
    37% of users tweet from their phones.
    All talking to each other all day long.
  • But it doesn’t stop here.
  • What if this were your message?
  • What if this were your message?
    The principles are the same.
  • Brand Management: Momentum Drivers
    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?
  • Catalyst: What you do.
  • Reaction: What they do.
    “We have to share this with friends.”
  • How can I leverage Social Media to impact x:
    Outcomes
    Net New Members, Increased Frequency of Donationsand Volunteerism,
    Increased yield (average $ value per donation), added exposure
    MemberSupport
    Immediate feedback and response, positive impact in public forum, cost reduction,
    Increased interactions, more varied interactions, portable resources (mobile)
    Human Resources
    More effective recruiting, online monitoring of employee behavior (risk management)
    Public Relations
    Online Reputation Management, improved brand image via Social Web,
    Clarification of purpose & value, Direct communication with public
    MemberLoyalty
    Increased interactions, better quality of interactions, deeper relationship with cause,
    Increased trust in organization, increased mindshare of cause, greater values alignment
  • But all of that is mostly talk.
    And talk doesn’t pay the bills
    or change much of anything.
  • Organizations need to raise money
    and/or get results.
    Talk needs to impact behavior.
  • NOTHING AN ORGANIZATION DOES IS FREE.
  • 1. Programs and campaigns take manpower.
  • 2. … and technology.
  • 3. And most importantly, time.
  • We have… rocks.
    … all of which are limited resources.
  • These resources
    =
    100%
    of your budget
    These resources
    generate
    100%
    of your outcomes
    E-Marketing
    Head Count
    Advertising
    I.T.
    Inbound Call Center
    Marketing
    Sales Dept.
    Accounting
    Public Relations
  • Understand that a new
    marketing program’s
    funding doesn’t appear
    out of thin air.:
    Which buckets do we empty
    to fill this new one?
  • Give me a good reason
    why I should assign resources
    to this thing.
    The dragonwants to know how this will help the org.
  • It all starts with one question:
    What are you trying to accomplish?
    Define the objective FIRST.
    THEN come up with the tactics.
  • Tactics don’t dictate the objective.
    You know…
    What this team really needs
    Is more WOM!
    NO
  • Objectives dictate tactics.
    I need 3 more touchdowns
    before half-time.
    What are my options?
    (How does WOM fit in?)
    YES
  • Question #1:
    Will it save me money?
    Maybe in member support?
    You mentioned something about
    media costs and CPI?
    Question #2:
    Will it generate more revenue?
    I want more volunteers,
    more net new members,
    more exposure,
    etc.
    Fact: Ultimately, the P&L drives business decisions.
  • Objectives should be specific.
    F.R.Y.
    FREQUENCY, REACH, YIELD
    Increase how often customers buy from us each month
    Increase the net number of transacting customers
    Increase average spend per transaction
    Etc.
  • The Association version:
    F.R.Y.
    FREQUENCY, REACH, YIELD
    Increase how often members give us each month/year
    Increase the net number of active members
    Increase average “give” per “transaction”
    Etc.
  • SAY HELLO TO:
    Business Justification
    R.O.I.
  • R.O.I.
    RETURN
    ON
    INVESTMENT
  • THE R.O.I. EQUATION
    Investment
    Expectation of return
  • THE R.O.I. EQUATION
    (GAIN FROM INVESTMENT - COST OF INVESTMENT)
    ROI =
    COST OF INVESTMENT
  • 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.
  • I’m a Social Media guru.
    Love isn’t about ROI, baby.
    Forget your greedy ways.
    The Problem.
  • ROI is NOT:
    Return on Inspiration
    Return on Involvement
    Return on Innovation
    Return on Immersion
    Return on Imagination
    Return on Importance
    Return on Inbound
    Return on Imbecility
    Return on Ignorance
    Return on Incompetence
    ROI is:
    Return on Investment.
  • R.O.I. Confusion - A tale of operational silos
    Engagement
    R.O.I.
    Different Focus + Different perspective
  • Reason #1:
    COST REDUCTION
    (How can I do more
    with less?)
    Reason #2:
    REVENUE GENERATION
    (How can I make more
    of an impact?)
    So once again, to be clear. This is R.O.I.
  • Let’s get people
    Talking about us.
    Dudes, we are
    ON THIS!!!
    Let’s start engagin’!!!
    I’ll start crafting some
    wicked blog posts and
    online contests.
  • This rocks!
    I never had it so
    good!!!
  • Things happen in sequence.
  • Non-financial impact is not ROI (yet).
    Too many agencies only measure here.
  • Types of non-financial impact
    Customer complaints
    Website Visitors
    Impressions
    Positive press
    Click-throughs
    YouTube views
    Retweets
    Coupons distributed
    Visitors to a brick & mortar store
    Positive WOM
    Delivered emails
    Negative press
    Negative WOM
    Employment applications
    Blog comments
    FaceBook friends
    Social mention
    Twitter followers
  • Yeah but…
    What about
    the P&L?
    Monitoring to base…
    Monitoring to base…
    Our social mentions are wicked good!
    The YouTube videos are scaling well.
    Our blog even has comments!
    We have liftoff!
  • Nope.
    Anything?
    Nada.
    ACCOUNTING
    Six Months Later…
  • What kind of mood is
    The old man in today?
    Not good.
    He doesn’t care how many visitors
    the website gets, or how many
    eyeballs we estimate we’ve reached. How is it all helping grow the
    Biz yo?
  • Financial vs. Non-financial Impact
    Non-Financial
    Financial
    Are you converting this to this?
  • Or in your world…
    Way cool!
    Yeah. Sign us up.
    Oh cool!
    Weeeerd!
    Are you converting this to this?
  • What a Social Media win looks like:
  • What a Social Media win looks like:
    94,000 followers
    Velocity: 8K to 66K in only 2 days
    706,000 fans/likes
    … sharing videos with friends on their wall
    16,000,000 views
    Most response videos >200,000 views
    Facebook.com/oldspice
  • But will it “sell soap?”
  • (It already has.)
    Sales of body wash up 107% in the last month.
    (It’s a good start, but will it be enough to justify the campaign’s expense?)
  • Non-financial impact = potential.
  • ROI = actualized potential.
    Social Media Activity - Vertical/Lateral
    Ultimately, Social Media activity has to positively impact customer behaviors and drive revenue in order to deliver R.O.I.
  • This is not the end of the line for you:
    In your case (and unlike For Profit businesses,)R.O.I. is not where the narrative ends. R.O.I. is a means to an end.
    Main non-financial objective(s)
    Plant 3,000,000 new trees in the US
    Reduce teen pregnancy in Chicago by 3% this year
    Preserve historic neighborhoods in Baltimore
    Increase local recycling by 300 tons per year
    Send 300 cleanup volunteers to the Gulf for one week
    Attract Google Fiber to your city
  • This is not the end of the line for you:
    In your case (and unlike For Profit businesses,)R.O.I. is not where the narrative ends. R.O.I. is a means to an end.
    Main non-financial objective(s)
    Plant 3,000,000 new trees in the US
    Reduce teen pregnancy in Chicago by 3% this year
    Preserve historic neighborhoods in Baltimore
    Increase local recycling by 300 tons per year
    Send 300 cleanup volunteers to the Gulf for one week
    Attract Google Fiber to your city
    Enablement
  • Step 1: Establish a baseline
    8% YoY Growth
  • Step 2: Create Activity Timelines
  • Step 3: Monitor impact on conversations
    What are people talking about and where?
    Map topics, keywords, trends, links, etc.
  • Step 4: Measure transactional precursors
  • Measuring transactional precursors
  • Measuring transactional precursors
    Office?
    Museum?
    Kiosk?
  • If you can, also look at # of transactions
  • If you can, also look at # of transactions
    Sales?
    Donations?
    Other?
  • Also measure net new customers
    NNC is a measure of effective reach,
    not just media reach.
  • Also measure net new customers
    Net new members
    NNC is a measure of effective reach,
    not just media reach.
  • Transaction data should be specific
    F.R.Y.
    FREQUENCY, REACH, YIELD
    How often customers transact. (transactions per month)
    How many customers you are reaching. (net new customers)
    How much they spend. ($ per transaction)
  • The Association version:
    F.R.Y.
    FREQUENCY, REACH, YIELD
    Increase how often members give us each month/year
    Increase the net number of active members
    Increase average “give” per “transaction”
    Etc.
  • Step 5: Finally, look at Sales Revenue
  • Step 5: Finally, look at Revenue
    Memberships?
    Donations & Grants?
    Sales?
  • Step 6: Overlay your data onto a timeline
    activities
    social data
    web data
    transactions
    loyalty metrics
    etc.
  • Step 7: Look for patterns
    Impact
    Uncertain Impact
    Impact
    Impact
    No Impact
    Before
    After
  • Step 8: Prove & disprove relationships
    How was this group
    Touched by SM or WOM?
    (And how was it not?)
    Before
    After
  • 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.
  • R.O.I. Case Study Brief: Association Launch
    Problem:A new triathlon club with virtually no funding or resources wanted to grow large enough to start sponsoring and organizing events to promote the sport in its area.
    Advertising was too expensive and local media weren’t targeted enough.
    Solution: - Club officers leveraged personal networks to increase reach, and digital channels to share
    content.
    - Schedules, newsletters, photos, videos and other
    content was packaged to be sharable online.
    - Identified and exploited mid-level influencers,
    evangelists, volunteers and socially-motivated members.
    Result: Day 1 - 5 founding members
    Day 30 - 48 members
    Day 75 - 179 members
    Day 120 - 291 members
  • R.O.I. Case Study Brief: Association Launch
    Result: Starting budget – $120.
    Membership $ - $25 apiece
     291 x $25 = $7,275
    Corporate Sponsorships for first year:
     3 sponsors = $12,000
    Within 4 months, the organization had generated
    almost $20,000 in revenue/funding.
    The club invested this funding into events/races, custom club/team uniforms, T-shirts, car decals
    and other swag. We upgraded the website.
    Phase 2: The club launched a series of youth triathlons to benefit various charities and research.
    Participation soared. (We raised A LOT of money.)
    A state Triathlon series was launched within the year.
  • R.O.I. Case Study Brief: Association Launch
    We did this without Facebook, Twitter, MySpace, SMS or blogs.
  • R.O.I. Case Study Brief: Association Launch
    Social Media tools didn’t exist yet
    but the principles behind “Social” did.
  • R.O.I. Case Study Brief: Association Launch
    We leveraged our social networks,
    developed them with purpose,
    engaged, recruited, promoted
    and leveraged the ultimate app:
    …?
  • R.O.I. Case Study Brief: Association Launch
    We leveraged our social networks,
    developed them with purpose,
    engaged, recruited, promoted
    and leveraged the ultimate app:
    People.
  • R.O.I. Case Study Brief: Association Launch
    We leveraged our social networks,
    developed them with purpose,
    engaged, recruited, promoted
    and leveraged the ultimate app:
    People.
    (They come fully loaded.)
  • R.O.I. Case Study Brief: Association Launch
    We were successful
    in great part due to this:
  • R.O.I. Case Study Brief: Association Launch
    We were successful
    in great part due to this:
    1. We had clear objectives.
  • R.O.I. Case Study Brief: Association Launch
    We were successful
    in great part due to this:
    We had clear objectives.
    We understood this:
  • R.O.I. Case Study Brief: Association Launch
    We were successful
    in great part due to this:
    We had clear objectives.
    (We understood...)
    Our activities supported our objectives.
  • R.O.I. Case Study Brief: Association Launch
    We were successful
    in great part due to this:
    We had clear objectives.
    Some were not financial. Others were.
    Our activities supported our objectives.
    We measured success in terms of outcomes:
    - Financial
    - Non-financial
  • R.O.I. Case Study Brief: Association Launch
    We were successful
    in great part due to this:
    We had clear objectives.
    Some were not financial. Others were.
    Our activities drove to our objectives.
    We measured success in terms of outcomes:
    - Financial
    - Non-financial
    5. Without revenue, we were cooked.
  • Drinks for
    Everybody!
  • http://smROI.net
    Ask away.
    Olivier Blanchard
    864.630.7398
    www.thebrandbuildermarketing.com
    @thebrandbuilder(on Twitter)
  • And now, an exercise…
  • And now, an exercise…
    Write down your organization’s
    reason for being: …
  • 2. Write down your principal objective.
    What is the most important thing you want to accomplish. (Not financial)
  • 2. … Now quantify this.
    Give it a value. (Not $.)
    Make it a specific target.
  • 3. Now give me two more.
  • 3. … Again, express them in terms of a specific value: Members, birds rescued, etc.
  • 4. Now write down your 3 top financial objectives.
  • 5. Write down how each financial objective plugs into your three main overall objectives.
  • R.O.I. = maximizing enablement
    In your case (and unlike For Profit businesses,)R.O.I. is not where the narrative ends. R.O.I. is a means to an end.
    Main non-financial objective(s)
    Plant 3,000,000 new trees in the US
    Reduce teen pregnancy in Chicago by 3% this year
    Preserve historic neighborhoods in Baltimore
    Increase local recycling by 300 tons per year
    Send 300 cleanup volunteers to the Gulf for one week
    Attract Google Fiber to your city
    Enablement
  • How will you measure success every step of the way?
  • Measuring success: Defining metrics early
    A leads to B leads to C leads to D...
    ?
    ?
    ?
    ?
    ?
    Non-financial objective
    ?
  • Measuring success: Defining metrics early
    ?
    ?
    ?
    ?
    ?
    Non-financial objective
    Start here.
    ?
    Define Metric/value.
    What is my target?
    How much $ do I need to do this?
  • Measuring success: Defining metrics early
    Now move here.
    My $ target is $x.
    Where do I measure changes in $x?
    What behaviors leads to this?
    ?
    ?
    ?
    ?
    ?
    Non-financial objective
    ?
  • Measuring success: Defining metrics early
    Now move here.
    My targetsare X, Y and Z.
    My metrics are M, N and O.
    My channels are P, Q, R and S
    What behaviors drive these targets?
    ?
    ?
    ?
    ?
    ?
    Non-financial objective
    ?
  • Not here.
    Measure here…
    Plan first. Map out the route.
    Identify relevant metrics every step of the way.
  • Your metrics
    Now start from the beginning. 1. Baseline. 2. Timeline…
    You planned from outcome to catalyst.
    Now measure from catalyst to outcome.
    R.O.I. = financial metrics within this process.
  • Q: What is the 2012 objective?
  • (Not 5,000,000 fans on Twitter)
  • A: Re-election.
  • Main non-financial objective(s)
    Get elected in 2012
  • Q: What is my most important resource?
  • A: Campaign funding. (It enables everything.*)
    * Understand your business and its mechanics. If you don’t, you are flying blind.
  • Main non-financial objective(s)
  • Q: How does Social Media fit in?
  • A: Above all else, it yields campaign contributions.
  • A: How it yields campaign contributions.
    Directly through vertical engagement
    Indirectly, through lateral engagement (WOM + peer influence)
  • Main non-financial objective(s)
  • Let’s plug-in F.R.Y., just for fun.
  • Can we increase the frequency of contributions?
  • Note: Most Obama For America online supporters gave little, but they gave often. Frequency was a key factor in the O4A strategy.
  • Can we increase the frequency of contributions?
    YES.
    Increase frequency of interactions
    Ask more often
    Update swag more often
    Repeat message more often
    Engage more often
    SM is more cost effective than paid media
  • To specifically drive
    Main non-financial objective(s)
  • Can we increase our reach?
  • Second largest search engine in the world, only to Google
     Millions of people are content publishers now.
    Facebook has over 500 MILLION users
    Twitter now has over 100 MILLIONregistered users.
    55,000,000 tweets per day.
    37% of users tweet from their phones.
    Don’t forget…
    All talking to each other all day long.
  • Can we increase our reach?
    YES.
    Seed and grow our channels
    Help our supporters share content
    Ask our fans to share content
    Arm our fans with tools
    Make our reach strategy clear
    Vertical + Lateral engagement
  • To specifically drive
    Main non-financial objective(s)
  • Can we increase our Yield?
  • Can we increase our Yield?
    YEP!
    Foster depth of engagement
    Develop and build loyalty
    Increase involvement of fans
    Understand the value of timing
    Build clarity of purpose
    Ask when we need to ask
  • To specifically drive
    Main non-financial objective(s)
  • Because the objectives dictate the tactics...
  • … the objectives also dictate the metrics.
  • The metrics are the vital signs of your program.
  • Every measurement you take has its place and tells its part of the story.
  • 2
    Ignore here.
    1
    Start here…
    4
    3
    5
    Connect the dots.
  • R.O.I. is a crucial link in the measurement chain.
  • I’m a Social Media guru.
    Behold my army of followers.
    My personal brand is golden.
    Only measure
    followers, fans, visitors,
    downloads, click-throughs,
    mentions and web stats.
    That’s Social Media
    measurement, baby!
    Dig it.
    And please, no more of this.
  • http://smROI.net
    Ask away.
    Olivier Blanchard
    864.630.7398
    www.thebrandbuildermarketing.com
    @thebrandbuilder(on Twitter)