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“INCREASE YOUR ROI USING       SOCIAL MEDIA + GAMIFICATION”FEATURING ROCHELLE GRAYSON +SCOTT DODSON              PRESENTED...
Who is Rochelle?rochelle@rochelle.ca | @RochelleGrayson
Introduction toBasic Social Media Monetization Concepts
Marketplace
Types of Markets                       Something           One Party    Marketplace      Another Party                    ...
Scarcity
The Elusive “ROI”
How to Calculate ROIInvestment        Results             Returns - $$    $$        (Measured Activities)   (incl. Cost Sa...
How Much Does Social Media Cost?
Conversion Funnel    (Or, Sales Funnel)   (Or, Decision Tree)(Or, Engagement Funnel)
Lower          Micro/Assisted                Conversions    Value ($)Higher                   Macro/Last
The Visitors
Quantity or Quality    of Comments
Donations
Virtual Goods
Sales
Conversation# of Audience Comments (or Replies) Per Post
Amplification• # of Retweets Per Tweet• # of Shares Per Post• # of Share Clicks Per Post (or Video)
Applause!!# of Favorite Clicks per Post or Video         # of Likes per Post or Video            # of +1s per Post or Video
Economic ValueSum of Short and Long Term Revenue and Cost Savings
Define Your Success
Participation Pyramid               1% Creators        9%       Editors      90%    Audience       (Passive)
95-5 Community Rule
Money
What Do People Pay For?
Time
Convenience
Immediacy
Comfort
Ads
Self - Esteem
Relationships
Belonging
Access
Scarcity
Health &Wellbeing
Wealth
Entertainment
Creative   Learning
Instructions
Questions to Ask• Can people:     –   Do something more quickly     –   Get something more quickly     –   Access somethin...
Questions to Ask•   Do we make people feel better about    themselves or their image?•   Can people form or retain meaning...
Questions to Ask•   Do we provide a service that people need to    perform their job? Or, perform their job better?•   Do ...
Q&ADiscussion
Paranormal Activity Film●  Production budget of $10,000●  Got horror fans in front of of the film and taped their reaction...
Rogers has changed its promoted tweetin response to the negative backlashfrom consumers:  We’re on Twitter to listen & hel...
Calculate!
Answers
Economic Value
How Would You Calculate ROI? Paramount Pictures: #Super8Secret Promoted Trend created a tremendous spike in conversations:...
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
Increasing Your ROI using Social Media - Merging Media Access 360
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Increasing Your ROI using Social Media - Merging Media Access 360

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Rochelle Grayson's Social Media Monetization presentation at Merging Media's Access 360 Workshop on March 23, 2012

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Increasing Your ROI using Social Media - Merging Media Access 360

  1. 1. “INCREASE YOUR ROI USING SOCIAL MEDIA + GAMIFICATION”FEATURING ROCHELLE GRAYSON +SCOTT DODSON PRESENTED BY
  2. 2. Who is Rochelle?rochelle@rochelle.ca | @RochelleGrayson
  3. 3. Introduction toBasic Social Media Monetization Concepts
  4. 4. Marketplace
  5. 5. Types of Markets Something One Party Marketplace Another Party $$$$Primary: Vendor Customers/PartnersSecondary: Peer PeerTertiary: Customers/Users Vendors
  6. 6. Scarcity
  7. 7. The Elusive “ROI”
  8. 8. How to Calculate ROIInvestment Results Returns - $$ $$ (Measured Activities) (incl. Cost Savings)ROI = (Returns – Investment) Investment
  9. 9. How Much Does Social Media Cost?
  10. 10. Conversion Funnel (Or, Sales Funnel) (Or, Decision Tree)(Or, Engagement Funnel)
  11. 11. Lower Micro/Assisted Conversions Value ($)Higher Macro/Last
  12. 12. The Visitors
  13. 13. Quantity or Quality of Comments
  14. 14. Donations
  15. 15. Virtual Goods
  16. 16. Sales
  17. 17. Conversation# of Audience Comments (or Replies) Per Post
  18. 18. Amplification• # of Retweets Per Tweet• # of Shares Per Post• # of Share Clicks Per Post (or Video)
  19. 19. Applause!!# of Favorite Clicks per Post or Video # of Likes per Post or Video # of +1s per Post or Video
  20. 20. Economic ValueSum of Short and Long Term Revenue and Cost Savings
  21. 21. Define Your Success
  22. 22. Participation Pyramid 1% Creators 9% Editors 90% Audience (Passive)
  23. 23. 95-5 Community Rule
  24. 24. Money
  25. 25. What Do People Pay For?
  26. 26. Time
  27. 27. Convenience
  28. 28. Immediacy
  29. 29. Comfort
  30. 30. Ads
  31. 31. Self - Esteem
  32. 32. Relationships
  33. 33. Belonging
  34. 34. Access
  35. 35. Scarcity
  36. 36. Health &Wellbeing
  37. 37. Wealth
  38. 38. Entertainment
  39. 39. Creative Learning
  40. 40. Instructions
  41. 41. Questions to Ask• Can people: – Do something more quickly – Get something more quickly – Access something scarce• Do we provide something sought-after to a select number of people?• Would people still use us if we purposefully added occasional annoyances?• Do we offer a a superior user experience?
  42. 42. Questions to Ask• Do we make people feel better about themselves or their image?• Can people form or retain meaningful relationships with others?• Do we improve the health or physical safety of people?• Do we give people the opportunity to make or save money?• Do we improve peoples career prospects?
  43. 43. Questions to Ask• Do we provide a service that people need to perform their job? Or, perform their job better?• Do we improve the perceived status of people?• Do we provide valuable entertainment for people?• Do we allow people to experience something emotional?• Do we allow people to express their creativity?• Do we provide people with relevant knowledge or information?
  44. 44. Q&ADiscussion
  45. 45. Paranormal Activity Film● Production budget of $10,000● Got horror fans in front of of the film and taped their reactions. The resulting videos went viral!● Paramount quoted horror movie fans for review blurbs rather than professional critics.● Flooded college campuses with messages● Limited release at unusual places — 13 theaters on or near college campuses● Let fans decide where the film would roll out next to prove their interest in seeing the film● The film never had a premiere. However, after the consumer generated marketing campaign, the studio held celebratory premiere parties for the areas that demanded the film most.● Allowed ~150,000 fans who had worked to promote the film to add their names to the films credits.● Film grossed over $107,000,000 at the box office and an additional $16,000,000 on DVD.
  46. 46. Rogers has changed its promoted tweetin response to the negative backlashfrom consumers: We’re on Twitter to listen & help. We’re hearing you loud & clear today. You can reach us @RogersHelps #Rogers1Number
  47. 47. Calculate!
  48. 48. Answers
  49. 49. Economic Value
  50. 50. How Would You Calculate ROI? Paramount Pictures: #Super8Secret Promoted Trend created a tremendous spike in conversations: ● Tweets of the hashtag reached 9 million impressions in 24 hours ● 20,000 Mentions of the movie skyrocketed to 150 per minute ● Receipts for the sneak preview exceeded $1 million ● Paramount said opening weekend box office surpassed expectations by 52% ($35,451,168) ● ROI Calculation: ● Promoted Trend: $120K/day ● 9 million Impressions = 9,000 * CPM ($0.10) = $900 ● 20,000 Mentions = 20,000 * 2 = $40,000 ● Sneak Preview Revenues = $1 million ROI = ($1,000,000 + $40,000 + $900 - $120,000) / $120,000 = 7.67

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