Social media ROI by Dayo Adefila (HotSauce)

•

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I made this presentation on Social Media ROI in between tips and tricks by world class magicians Rob & Emiel who were lead presenters at a Seminar organized by Market Things.

Technology Business

Social Media ROI
Presented by Dayo Adefila
HotSauce
26th May, 2012

at Interactive Seminar
“What you see is NOT always
what you get”

with Rob & Emiel

Mobile + Online + Social Media

“Marketing today is more of
a conversation than a
lecture.” –

Damian Ryan & Calvin Jones
Understanding Digital Marketing

Mobile + Online + Social Media

“Informal conversation is
probably the oldest
mechanism by which
opinions on products and
brands are developed,
expressed and spread.” –
Johan Arndt

Mobile + Online + Social Media

What are they
saying? Doing?
Guess?

Marketing
challenge and
social media’s
opportunity

Mobile + Online + Social Media

The importance of digital consumers - from airlines to
hairlines, and from Canada to India

“Digital consumers matter. Not just because there’s increasing numbers of them
around the world. Not just because digital behaviour now impacts virtually every single product

But also because digital consumers have
category.

stronger relationships with brands.”

http://www.wpp.com/NR/rdonlyres/2F3D6F99-FB68-4EDB-B747-80F9678A6302/0/Digital_FromAirlinestoHairlines.pdf

Mobile + Online + Social Media

Social media ROI

or Business ROI?

Mobile + Online + Social Media

Social media a fad (Video)

Mobile + Online + Social Media

1st things first

• Digital marketing is not a silver bullet
• It is not an add-on
• It performs optimally when integrated
within overall marketing plans
• It is diverse and more than an online
ad..its about relevant and inspiring
ENGAGEMENT via digital platforms

Mobile + Online + Social Media

Source: InMobi Nigeria Mobile Consumption Trend April 2012

Mobile + Online + Social Media

Social media -
Monitoring or Listening?

Mobile + Online + Social Media

Why does listening to your Have you identified your
customers sound like a Web priorities and determined your
2.0 idea? parameters?
It should be a business 1.0
Hitler’s take on Social
necessity”
media and ROI – Video
- Jeff Jarvis http://www.youtube.com/watch?v=04
RX-AKuO34
Cool video, courtesy of the guys at
http://AttentionEra.com

Mobile + Online + Social Media

Think Outcomes
Design Experiences to
encourage desired
outcomes

Consumer Action and
Re-action

Mobile + Online + Social Media

It’s a bird, no a
scared dog, super
hero dog or clear
sighted hunting dog.

How are you using
social media?

Mobile + Online + Social Media

What should you know and do to determine
your Social Media ROI?
• What’s important to your business?
• What is your business culture?
• Are you ready to do this long term?
• Can you structure your business to
leverage social media truly? Sales
team on board? Service delivery on
Twitter?
• Are there outcomes for HR?

Mobile + Online + Social Media

Social Media Blackhole

Folks without a plan who stumble on
a quick promo idea, get their first
500 fans within a week and suddenly
become “a social media expert”

Soon fall into
Social media black hole

Symbolic Video
http://tinyurl.com/futureshorts-com-blackhole

Mobile + Online + Social Media

Does ROI continue after Sales?
• It can and should • Feedback form?
• Think customer Acquisition • Follow up call?
and Retention cycle • Helps to build WOM and
bring in more customers

Mobile + Online + Social Media

Samsung Mobile Nigeria Facebook Page

Samsung’s Objective: Create a much talked about phone launch for the Chat 322 and increase Facebook fan to 10,000.
Duration: 3 months. Approach: Online, mobile and social media advertising Achievement: 20,000 fans before 3rd month. Super
sales of the phone.
Mobile + Online + Social Media

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Social media ROI by Dayo Adefila (HotSauce)

1. Social Media ROI Presented by Dayo Adefila HotSauce 26th May, 2012 at Interactive Seminar “What you see is NOT always what you get” with Rob & Emiel Mobile + Online + Social Media

2. Mobile + Online + Social Media

3. “Marketing today is more of a conversation than a lecture.” – Damian Ryan & Calvin Jones Understanding Digital Marketing Mobile + Online + Social Media

4. “Informal conversation is probably the oldest mechanism by which opinions on products and brands are developed, expressed and spread.” – Johan Arndt Mobile + Online + Social Media

5. 2 key trends in brand building today Creating entertaining brands Mobile + Online + Social Media

6. 2 key trends in brand building today Socializing business Conversations Interactions Feedback Conviction Purchase WOM Mobile + Online + Social Media

7. What are they saying? Doing? Guess? Marketing challenge and social media’s opportunity Mobile + Online + Social Media

8. The importance of digital consumers - from airlines to hairlines, and from Canada to India “Digital consumers matter. Not just because there’s increasing numbers of them around the world. Not just because digital behaviour now impacts virtually every single product But also because digital consumers have category. stronger relationships with brands.” http://www.wpp.com/NR/rdonlyres/2F3D6F99-FB68-4EDB-B747-80F9678A6302/0/Digital_FromAirlinestoHairlines.pdf Mobile + Online + Social Media

9. Social media ROI or Business ROI? Mobile + Online + Social Media

10. Social media a fad (Video) Mobile + Online + Social Media

11. 1st things first • Digital marketing is not a silver bullet • It is not an add-on • It performs optimally when integrated within overall marketing plans • It is diverse and more than an online ad..its about relevant and inspiring ENGAGEMENT via digital platforms Mobile + Online + Social Media

12. Source: InMobi Nigeria Mobile Consumption Trend April 2012 Mobile + Online + Social Media

13. Source: InMobi Nigeria Mobile Consumption Trend April 2012 Mobile + Online + Social Media

14. Source: InMobi Nigeria Mobile Consumption Trend April 2012 Mobile + Online + Social Media

15. Source: InMobi Nigeria Mobile Consumption Trend April 2012 Mobile + Online + Social Media

16. Source: InMobi Nigeria Mobile Consumption Trend April 2012 Mobile + Online + Social Media

17. Source: InMobi Nigeria Mobile Consumption Trend April 2012 Mobile + Online + Social Media

18. Social media - Monitoring or Listening? Mobile + Online + Social Media

19. Why does listening to your Have you identified your customers sound like a Web priorities and determined your 2.0 idea? parameters? It should be a business 1.0 Hitler’s take on Social necessity” media and ROI – Video - Jeff Jarvis http://www.youtube.com/watch?v=04 RX-AKuO34 Cool video, courtesy of the guys at http://AttentionEra.com Mobile + Online + Social Media

20. Sales? What form should your Social Engagement? media ROI take? Customer Retention? Financial and non-financial Clicks? Downloads? Brand mention? SEO? Think and agree Outcomes Mobile + Online + Social Media

21. Think Outcomes Design Experiences to encourage desired outcomes Consumer Action and Re-action Mobile + Online + Social Media

22. It’s a bird, no a scared dog, super hero dog or clear sighted hunting dog. How are you using social media? Mobile + Online + Social Media

23. What should you know and do to determine your Social Media ROI? • What’s important to your business? • What is your business culture? • Are you ready to do this long term? • Can you structure your business to leverage social media truly? Sales team on board? Service delivery on Twitter? • Are there outcomes for HR? Mobile + Online + Social Media

24. Social Media Blackhole Folks without a plan who stumble on a quick promo idea, get their first 500 fans within a week and suddenly become “a social media expert” Soon fall into Social media black hole Symbolic Video http://tinyurl.com/futureshorts-com-blackhole Mobile + Online + Social Media

25. What’s the role of content? • Differentiate • Brand affinity especially User Generated Content • Drive sales Mobile + Online + Social Media

26. Does ROI continue after Sales? • It can and should • Feedback form? • Think customer Acquisition • Follow up call? and Retention cycle • Helps to build WOM and bring in more customers Mobile + Online + Social Media

27. Samsung Mobile Nigeria Facebook Page Samsung’s Objective: Create a much talked about phone launch for the Chat 322 and increase Facebook fan to 10,000. Duration: 3 months. Approach: Online, mobile and social media advertising Achievement: 20,000 fans before 3rd month. Super sales of the phone. Mobile + Online + Social Media

28. Thank You We are cooking some new stuff, like brand tie ins with blockbusters movies…Contact us for more info info@hotsauce.com.ng www.hotsauce.com.ng You can also check out Dayo on Twitter @travelwithdayo Mobile + Online + Social Media

Social media ROI by Dayo Adefila (HotSauce)

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