Presentatie van Guy Powell tijdens Trendsfactory 2012

1. #ROISM
ROI OF SOCIAL MEDIA
ROI of Social Media – how to measure the right
things to drive your integrated traditional and
social media marketing strategies
#ROISM
1

2. #ROISM
There is strong global growth
Tudou
Source: http://www.benphoster.com/facebook-user-growth-chart-2004-2010/
2

3. #ROISM
Social media: Marketing v. Operations
Market Research
Customer service
Advertising
Executive Search
3

4. #ROISM
Social media is just another media channel
Traditional Social
Radio Digital Microblogs Photo
TV OOH Blogs Video
4

5. #ROISM
Definition of social media vs. WOM
Off-line On-line
Observe
Listen
Face to face
ROI of Social Media
5

6. #ROISM
Case study: “Will it blend?”
> 9M downloads on YouTube
Incremental revenue – 500%
increase in sales on initial
$50USD investment
Became leader in the category
Source: http://www.youtube.com/blendtec#p/a/082908F9B9B1533E/0/qg1ckCkm8YI
6

7. #ROISM
First message
Social media is large
Social media is complex,
Social media is just another media channel
Separate out operations from Marketing
7

8. #ROISM
DENNY’S SUPERBOWL SUCCESS

9. #ROISM
How does your marketing strategy differ from
your social marketing strategy?
9

10. #ROISM
Social media and marketing
Social media
Customer Marketing Other
Service engagement stakeholders
Other
operations
10

11. #ROISM
What do you have trouble measuring and
analyzing?
Why?
11

12. #ROISM
“I can measure everything”
Cost, time, accuracy
12

13. #ROISM
Consumer decision model: Putting it all together
Purchase funnel Relevance Market utility Price
$ €
¥ £
Probability of
choosing an
item
13

14. #ROISM
Summary
To measure social media we need the right
framework
Investment must be in line with value
14

15. #ROISM
The refrigerator
15

16. #ROISM
Key book concept
16

17. #ROISM
Media Engagement Framework
Segmentation Influencers Consumers Individuals
/ Personas
Competitive
Set Endorsement Share Brands Time
Brand Image
Influencer Endorsement Consumer Purchase Community Engagement
Measurement
Funnel Funnel Funnel
Framework
Reputation Awareness Awareness
Reach Frequency Quality
Consideration
Consumption
Conversation
Subscription
Follow Count
Purchase intent
/ Profile
Content
Timing
Purchase
Loyalty Invitation
17

18. #ROISM
Social Media Tenets – in summary
Social media is the new primary component of corporate
communications with all stakeholders and is an equal with
traditional, PR and other media channels. It is one of many
media channels that needs to be fully integrated into the
media mix
Social media has two key components outbound marketing
messaging and inbound customer service engagement.
Engagement must take place with the right individual in the
company at the right time in order to provide its full benefit.
Social media is made up of many individual channels that
must be treated as an integrated, bidirectional
communications channel.
18

19. #ROISM
Products and services = our short advertisement
MarketSim – Dynamic ProRelevant Engage – benchmarking
markets, product/brand your social presence, tracking your
launch, strategic decision support marketing success
with Best-in-class consumer centric Marketing Calculator – Marketing
modeling simulator design tool
SurPlace – Marketing ROI based
improved media buying
Training – Public and customized
private on marketing ROI and social
media strategy and ROI
19

20. #ROISM
Client base profile
Strategic decision-making support Global experience
Drive long term strategic change in North America Sri Lanka
decision-making methods
Russia Singapore
• P&G
Malaysia Japan
• GAB
Hong Kong Morocco
• Garuda Indonesia
Vietnam Indonesia
• FrieslandCampina
Example clients
20

21. #ROISM
Thank you
Guy R. Powell – gpowell@ProRelevant.com
Michiel van de Watering – Michiel@ProRelevant.com
Community: ROIofSocialMedia.com
Facebook: www.Facebook.com/ROIofSocialMedia
Twitter: @ROISocialMedia #ROISM
Join me on LinkedIn
www.ProRelevant.com
US: +1-404-816-4344
NL: +31 6 53 72 11 17
Sing: +65 9185-6443
21