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ROI of an Elephant
 

ROI of an Elephant

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What's the ROI of Social Media? You might as well be asking what's the ROI of an elephant... ...

What's the ROI of Social Media? You might as well be asking what's the ROI of an elephant...

Presentation by Gwen Woltz and Karen Weikert of Wahine Media at Social Media Club Hawaii's quarterly meeting on October 18th, 2011

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  • Thanks for the 'fav', much appreciated. Check out our blogs 'Social Media ROI - What Moves The Needle' http://wahinemedia.com/2011/09/17/social-media-roi-moves-needle/ + 'The ROI of social media? What’s the ROI of an elephant?' http://wahinemedia.com/2011/08/10/the-roi-of-social-media/ :)
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  • Thanks for the 'fav'... we appreciate it! Check out our blogs 'Social Media ROI - What Moves The Needle' http://wahinemedia.com/2011/09/17/social-media-roi-moves-needle/ + 'The ROI of social media? What’s the ROI of an elephant?' http://wahinemedia.com/2011/08/10/the-roi-of-social-media/ :)
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  • Thanks Bill for 'fav'... means a lot! Great to see you at #SMSHI! Check out our blogs 'Social Media ROI - What Moves The Needle' http://wahinemedia.com/2011/09/17/social-media-roi-moves-needle/ + 'The ROI of social media? What’s the ROI of an elephant?' http://wahinemedia.com/2011/08/10/the-roi-of-social-media/ :) @WahineMedia
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  • Thanks for sharing our ROI presentation on Twitter! Check out our blogs Social Media ROI - What Moves The Needle http://wahinemedia.com/2011/09/17/social-media-roi-moves-needle/ + The ROI of social media? What’s the ROI of an elephant? http://wahinemedia.com/2011/08/10/the-roi-of-social-media/ :) @WahineMedia
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    ROI of an Elephant ROI of an Elephant Presentation Transcript

    • What’s  the  ROI  of   You might as well be asking Social    Media? what’s the ROI of an elephant...
    • “The question, then, is not what is the ROIof social media, but rather what is the ROIof [insert activity here] in social media? Infact, to ask the question properly, you haveto also define the timeframe. For example:What was the ROI of [insert activity here] insocial media for Q3 2011?”Are  you  asking  the   Social Media and ROI: A Little Bit of Clarity right  question? —Oliver Blanchard
    • First  can  you  tell  us,  why  an  elephant?Why did you recruit a 12,000pound pachyderm with apenchant for peanuts?
    • Before  you  plan   Envision your elephant... a  campaign
    • Is  he  stationed  at  the  front  of  the  mall   Brand Visibility bedecked  in  satin   Special Promotion and  tassel  signage?
    • Is  he  giving  little   Creating goodwillchildren  rides  on   Photo ops on Facebook Location check-ins on Foursquare his  back?
    • Is  he  a  crowd   Fingers and tweets fly aboutpleaser—causing   “Monty the Magnificent” quite  a  stir?
    • Define  and  AlignWhat is this campaign What results do you want With expectations andabout? {strategy} to see? {goals} benchmarks set, you can now fill your cup withPromote an event? Increase brand visibility? statistical goodness.Build a Facebook community? Reduce customer service cost?Introduce a new product? Increase sales?
    • Your  promotion  caused  a  lot  of  commotion—but  was  it  successful?Answer: If you justlook at the $$$gained, you’remissing a HUGEpart of the picture
    • Now,  how  do  you   Qualitative measurement measure  that?
    • I’m talking to you It’s  not  always   You’re talking back You tell your friends I’m coolblack  and  white Your friends now want to meet me
    • “The ROI of social media is your business will still exist in 5Hold  please... years” —Erik QualmanWhat’s the ROI of “@prsingleton: ClearNOT having a cost of not engaging inconversation? Social Media is being perceived as a flat- earther. #socialchat”
    • Filling  your  cup   Your metrics are informed by with  statistical   your goals. It’s up to you to make your own brew. goodness
    • Nitty  gritty   • Brand Awareness • Social Reachweights  and   • Frequency measures • Audience
    • Brand  Awareness Who is talking about your brand, where, and how often?• Monitor conversations • Hootsuite & TweetDeck • Google Alerts • Twitter lists • Hashtags• Exposure • How many platforms are you on?• Social ranking • How visible are you online?
    • Social  Reach How large is your community and is it growing?• Number of followers • How many subscribers, fans, followers circles and lists?• Performance • Which channels are most active? • Which posts are most viewed?• Growth • Are you up or down from last month?
    • Frequency When you talk to people are they talking back?• Engagement • How often? • Number of RT’s, mentions, shares, comments, likes • Who with? • Influencers? {Reporters, industry experts, community leaders, CEO’s}• Unique visits • Facebook Insights, Google Analytics
    • Audience What elicits a response?• Demographics • M/F, age, country, zone• Behaviors • Best time of day {Time.ly} • What type of posts get the most response?
    • Great  tools!• Hootsuite • Basic plan & quick analytics {$5.99/mo} • Customized reports for additional cost• TweetDeck• Sprout Social • At a glance monthly report {$5.00/mo}• New Facebook Insights• Google Analytics & Alerts• Twenty Feet• Twit Sprout• SocialOomph• Webtrends• Social Argyle• Social Bakers
    • “Not  everything  that   counts  can  be  counted,   So true Al... It’s what moves and  not  everything  that   the needle that counts!can  be  counted  counts.”
    • Stay  in  touchWahine Mediaweb: wahinemedia.comblog: wahinemedia.com/wahineblogfacebook: facebook.com/wahinemediatwitter: @wahinemediaKaren Weikert@karenweikertGwen Woltz@gjwahineLink to slideshow:http://www.slideshare.net/wahinemedia