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Exploring the Return On Social Media

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This slide deck will provide participants with a social media toolkit that helps drive businesses and brands forward.

• Use social insights to deliver business results
• Understand your brands social performance (Are you measuring the right things?)
• Best-in-Class cases demonstrating positive ROI for B2C and B2B companies

Published in: Business

Exploring the Return On Social Media

  1. 1. Exploring the return ofsocial media.#lbisocial
  2. 2. 3
  3. 3. WHAT WE DO
  4. 4. WHAT IS ROI
  5. 5. ROI = Gain – Cost of investment Cost of Investment
  6. 6. IF YOUR EQUATIONSHOWS A COST VALUE IN$£€ AND A GAIN VALUE INFACEBOOK LIKES, YOURIN TROUBLE.
  7. 7. Social  investment-­‐return  rela1onship ROI Non-financial Financial Investment Action Reaction impact impact •  Objectives •  Establish •  Community •  Engagement •  Objective presence building results 9
  8. 8. Understand your metrics Non-Financial Metrics Financial Metrics Consum ptions People Stories Total Total Company Drivers Created Reach Impressions Goal #1 Goal #2 Talking Return New Fans 10
  9. 9. Measurement Matrix What  you     Measure   What  you     can  measure   here   should  measure   11
  10. 10. Be precise and measurewhat matters!
  11. 11. Two examples ofmeasuring ROI
  12. 12. 1. Direct user journeyTrack users across touchpoints
  13. 13. Simple directROI scenario Value Proposition AdvocacyGoal conversions Social links Content activations 15
  14. 14. 2. Data correlationCombine your data assets
  15. 15. Customer Service Performance Inbound Calls by Channel: January Inbound Calls by Channel: June Website Website 9% 9% Twitter 10% Phone 37% Twitter 30% Email Phone 23% 58% Email 24% 17
  16. 16. Sales Correlation Product sales correlated with social interactions Product A Product B Interactions Jan Feb Mar Apr 18
  17. 17. Know yourconversion pointsWebsite Store Phone Email
  18. 18. Cases:
  19. 19. Customer Service
  20. 20. Recruiting
  21. 21. Sales
  22. 22. Leads
  23. 23. 28
  24. 24. A new job
  25. 25. 30
  26. 26. DESIGN YOURSTRATEGY AROUNDBUSINESSOBJECTIVES
  27. 27. Define a value proposition,tie it to objectives,not platforms
  28. 28. Remember, theMarketing dept. doesn’town social!
  29. 29. Developing a strategy
  30. 30. Elements of a social strategy 1. Audit 2.2 Data & 2.3 Social 2.1 Stakeholder 2.4 Media Asset 2. Analysis Insights Listening / Interviews Audit Gathering Influencer map 3.2 Channel, 3.1 Social Brand 3.3 Global/Local 3. Strategy Content & Paid Architecture KPI Framework Media Strategy 4.1 Organizational 4.2 Team process 4.3 Capability 4. Activation setup management building (team) 35
  31. 31. MAERSK GROUPSOCIAL MEDIAMaking shipping social
  32. 32. THE CHALLENGE
  33. 33. REPORTING &ANALYTICS- INTELLIGENCE
  34. 34. KPI framework 42
  35. 35. Maersk Group Social Executive Dashboard Summary description   Top level numbers   TotalCras mattis consectetur purus sit ametfermentum. Cras justo odio, dapibus acfacilisis in, egestas eget quam. Nulla Cum sociis natoque penatibus et magnis dis montes, elit libero, a pharetra augue. Vestibulum id ligula porta felis euismod semper aenean lacini.   331,119vitae elit libero, a pharetra augue.Donec ullamcorper nulla non metus Growth Mentions Reach Impressions Engagementauctor fringilla. Fusce dapibus, tellus ac 40,000 1,000 90,000,000 100,000 10,000cursus commo.   +15% +15% +5% -5% +15% 80 1 Cras justo odio, dapibus ac facilisis in, egestas eget quam. Key events past month   70 2 Vestibulum id ligula porta felis euismod semper. Cum sociis natoque penatibus et magnis dis parturient montes. Lorem ipsum 60 3 Inceptos consectetur cras justo odio, dapibus ac facilisis in, Dolor sit amnet egestas eget quam. 50 4 Cras justo odio, dapibus ac facilisis in, egestas eget quam. 40 30 2 Keywords used with Maersk   1 3 # Container # Container # Container 20 # Shipping   # Shipping   # Shipping   # Tanker   # Tanker   # Tanker   10 # Transport   # Transport   # Transport   4 # Loremipsumdolorsit   # Lomdolorsit   # Lomdolorsit   0 # Container   # Container   # Container   # Container   # Container   # Container  
  36. 36. Maersk Group Demographics Top 10 engaged countries by number of mentions   Germany 1850 Russia Uk Denmark 42,808 1850 28 Italy 428 China Mexico 42,808 428 Kenya 8 Brazil 1123 South Afreca 428
  37. 37. Workflow egy Res rat ea St rc h e nc Intellige Desig n Am p li n tio fic uc io at n od Pr D istr ib u ti o n 45
  38. 38. SO HOW DO WECAPTURE SOCIALOPPORTUNITIES
  39. 39. Digital Landscape 47
  40. 40. THANK YOUQ&ARate the presentation here: www.speakerscore.com/X21W FIND ME ON THE INTERWEB @ideasoutloud linkedin.com/in/gusmurray gus.murray@lbi.com

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