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The ROI of Social Media

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Published

From the ENGAGEMENTdb report. …

From the ENGAGEMENTdb report.

Which brands are most engaged, and how does it affect their bottom lines?

From a presentation given on 7/29/2009.

Published in Technology , Business
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Transcript

  • 1.  
  • 2.
    • A recent study published by ENGAGEMENTdb
    • ranked the Top 100 Global Brands.
  • 3.
    • We'll look at the results.
    • Discover how other major brands are ranked and scored.
    • Detail tactics used by the most successful brands.
    • Compare and contrast those tactics with PRI's tactics.
    •  
    • Reveal PRI's score.
    • Indicate what can be done to improve that score.
  • 4.
    • Why is this important?
    [lots of text on next slide - get ready]
  • 5.
    • A surprising conclusion:
    • "While much has been written questioning the value of social media, this landmark study has found that the most valuable brands in the world are experiencing a direct correlation between top financial performance and deep social media engagement. 
    •  
    • The relationship is apparent and significant: socially engaged companies are in fact more financially successful ."
  • 6.
    • What did this study measure?
    • Number of channels [YouTube, Twitter, Facebook, etc.]
    •  
    • Depth of engagement by channel
    • Depth of involvement across organization [number of departments, number of executives]
  • 7.
    • Engagement Scores of Top 100 Global Brands.
  • 8.
    • Engagement Varies by Industry.
  • 9.
    • Examples:
    Four companies   Ranks, number of channels, dedicated staff Tactics and approaches to social engagement
  • 10.
    • #1 Starbucks: 127 points, 11 channels, 6 people
    • Understand that different channels require different tactics
    • Find champions that can explain & mitigate risk
    • Deputized people throughout company
    • Centralized coordination
  • 11.
    • #2 Dell: 123 points, 11 channels, ? people
    • Be conversational from the start
    • Make social media part of the job, just like email
    • Modularize & synchronize content across channels
  • 12.
    • #9 SAP: 86 points, 10 channels, 35 people
    • Open the platform to anyone and everyone
    • Engage in new channels where people already are
    • Support engagement as extension of company culture
  • 13.
    • #21 Toyota: 54 points, 7 channels, 3 people
    • Be in it for the long haul
    • Pick channels carefully
    • Spread engagement beyond social media team
  • 14.
    • PRI: 56.1 points, 6 channels, ? people
  • 15.
    • Engagement Scores of Top 100 Global Brands.
  • 16.
    • Engagement Varies by Industry.
  • 17.
    • How can we improve?
    •  
    • More engagement in select channels
    • Create partnerships for increased visibility
    • Follow the lead of some top global brands
    •  
    •  
  • 18.
    • Questions?