ROI + Social Media  Digital Conference  10th February, 2011v0.01 NM
What I’m going to cover                   1. How confident are we at                      measuring social                ...
Almost a third of companies in the USexpect to increase their SM spend in 2011compared to 8% decreasing
Forrester            4.5
How confident are we?Belgian study   How capable do we feel at measuring the                results of100 marketers       ...
Results   Capacity of your company to measure online activities   0      <beginner>       1    <advanced>   2   <expert>  ...
What’s the problem?
Common questions           ....friends should we have on Twitter?           ....Tweets should we make per week?  How      ...
RNLI – UK based charity set about targeting youth. Identified 12  UK vloggers to be the spokespeople of that generation an...
Results Their videos sparked 1 million views, 8000 texts and 150 videos, featured twice by YouTube editors and ranked ‘mos...
Language is importantDon’t set false   ROI is a well understood financial                  calculationexpectations        ...
Consider grouping all SM metricsinto 4 areas                             QUANTITY        User Reach                       ...
The most powerful form of marketingWord of mouth   “equity index” formula                          Volume x impact        ...
The 4 ‘i’s for measuring engagementInvolvement               Interaction           Intimacy                 InfluenceWhat ...
Benchmarking
Four perspectives of a social mediamarketing scorecard (Forrester, 2010)
Improved promotion response rateswith social-enabled commerce.                           eCommerce-                       ...
Cost reduction                 Channel Voice                 community reduced                 F2F events by half         ...
Use consumer surveys to measurethe brand perspective                           Secret                           deodorant ...
Protecting brand reputation
Customer insight
Client assignments                     Chewing gum and oral care                     Brief: Explore the differences       ...
Recommendations• Don’t invest without some clear objectives• Link objectives to outcomes• Consider a balanced scorecard• U...
Tack sa mycket!
Digital Day 2011 - Nick Orsman - ROI and SM
Digital Day 2011 - Nick Orsman - ROI and SM
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Digital Day 2011 - Nick Orsman - ROI and SM

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Proximity BBDO Sweden presents: Digital Day 2011, Feb 10.

NICK ORSMAN
ROI and Social Media -- why are companies investing in social media, how do companies measure their investment and what are some of the best examples of using social media to meet marketing objectives.


The presentation can be seen:
http://www.youtube.com/watch?v=Z9TBeCVjReM

Get to know Proximity BBDO Sweden here:
http://www.facebook.com/ProximityBBDOSweden
http://www.proximity.se

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Digital Day 2011 - Nick Orsman - ROI and SM

  1. 1. ROI + Social Media Digital Conference 10th February, 2011v0.01 NM
  2. 2. What I’m going to cover 1. How confident are we at measuring social media? 2. Why is it difficult? 3. What should you measure? 4. Some examples 5. Recommendations
  3. 3. Almost a third of companies in the USexpect to increase their SM spend in 2011compared to 8% decreasing
  4. 4. Forrester 4.5
  5. 5. How confident are we?Belgian study How capable do we feel at measuring the results of100 marketers • Online Direct Response • Online Branding • Social Media
  6. 6. Results Capacity of your company to measure online activities 0 <beginner> 1 <advanced> 2 <expert> 3 Online branding 1.05 Direct response 1.29 Social media 0.85
  7. 7. What’s the problem?
  8. 8. Common questions ....friends should we have on Twitter? ....Tweets should we make per week? How ....updates to the Facebook page do many we need? ....should ‘Like’ our Facebook page? ....video views on YouTube mean success?
  9. 9. RNLI – UK based charity set about targeting youth. Identified 12 UK vloggers to be the spokespeople of that generation and challenged them to be curious about the values it stands for.
  10. 10. Results Their videos sparked 1 million views, 8000 texts and 150 videos, featured twice by YouTube editors and ranked ‘most-viewed this month’ in 7 countries. Reached 11% of 15–20 year olds with just 12 DM packs Social Media Online TV Display Views 733,000 733,000 733,000 Cost £104,000 £416,093 £736,772 Cost per view £0.14 £0.57 £1.10
  11. 11. Language is importantDon’t set false ROI is a well understood financial calculationexpectations ROI = Profit – Investment/ Investment COO/CFO will not be content when results are conveyed as retweets, sentiment or number of followers
  12. 12. Consider grouping all SM metricsinto 4 areas QUANTITY User Reach Volume of Participation How far and wide do How many users are your messages spread? interacting with your efforts?USERS Social Platform USAGE What’s the strength and How do your social depth of user interactions efforts change opinions with your social or intentions? initiatives? User Impact Quality of Participation QUALITY
  13. 13. The most powerful form of marketingWord of mouth “equity index” formula Volume x impact volume = number of messages impact = Where+What+Who+Source
  14. 14. The 4 ‘i’s for measuring engagementInvolvement Interaction Intimacy InfluenceWhat to track What to track What to track What to track Brand awareness  Purchase in-store  Sentiment tracking  Net Promoter (NP) Site visits and online on third-party sites score Time spent  Open rate (blogs,reviews,  Product/service Pages viewed  Click through forums, etc.) satisfaction ratings Search keywords  Registration  Sentiment tracking  Brand affinity and Navigation paths  Coupon downloads of internal customer loyalty Site logins  Sample requests contributions  Content forwarded Physical store visits  Coupon redemption  Opinions expressed to friends Ad impressions  Survey completion in customer service  Posts on high-profile Use of application – calls blogs social / iphone  Volume of conversation
  15. 15. Benchmarking
  16. 16. Four perspectives of a social mediamarketing scorecard (Forrester, 2010)
  17. 17. Improved promotion response rateswith social-enabled commerce. eCommerce- enabled news feed posts on Facebook drive 18.4 times more sales per impression than Web site links posted in news feeds.
  18. 18. Cost reduction Channel Voice community reduced F2F events by half decreasing the number of customer conferences it holds, saving upwards of $500,000 for each
  19. 19. Use consumer surveys to measurethe brand perspective Secret deodorant works better than other deodorants increased 8 points and purchase intent jumped 11%.
  20. 20. Protecting brand reputation
  21. 21. Customer insight
  22. 22. Client assignments Chewing gum and oral care Brief: Explore the differences between consumers in Germany, Russia and the UK in their attitudes towards chewing gum and looking after their teeth Cold sores Brief: What are consumers saying about cold sores? Symptoms vs treatments; Seekers vs Providers; Creams vs Patches; Where are conversations happening and how might the brand join in?
  23. 23. Recommendations• Don’t invest without some clear objectives• Link objectives to outcomes• Consider a balanced scorecard• Use “ROI” when you mean it• Long term not short term• SM is a state of mind not another channel
  24. 24. Tack sa mycket!

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