Social Media ROI<br />Myth or Measurable?<br />Arun Nair, Samriddhi 2010<br />
ROI (Return on Investment)<br />Gain From Investment - Cost Of Investment<br />ROI =<br />Cost Of Investment<br />
Myth #1<br />“Social Media and ROI are like Chalk and Cheese. It doesn’t work. There is no financial impact anyway” – Mr D...
Most purchases are influenced by these very attributes of social media!<br />
Social Media as a Catalyst<br />Conventional Campaigns<br />+<br />[ Social Media ]<br />=<br />Enhanced ROI<br />More Sal...
“What gets Measured gets Managed”<br />- Peter Drucker<br />
Myth #2<br />“Social Media is about conversations, word of mouth, advocacy. How can you measure that?”<br />- MrBlahman, C...
Social Media is measurable<br />…just not with conventional success metrics<br />…because it benefits your organization, m...
Be clear about the Objectives and set Expectations accordingly.<br />
Set the right Metrics and use the Right tools.<br />There are Freetools that make it Easy to Quantify Impact and ROI<br />
The right metrics<br />Number of  people that join a discussion<br />Reduction in support costs<br />Number of new custome...
The right tools<br />Google Analytics<br />Bit.ly<br />Alexa<br />Twitter Grader<br />Twitter Search<br />Technorati<br />...
Case Studies<br />
Intel Insiders<br />GoalTurn customers into fans<br />TacticsRecruit 10 prominent bloggers for access, trials<br />Metrics...
Starbucks<br />GoalEngage with customers/prospects using social media and ask what they would like from you<br />TacticsLa...
Dell<br />GoalImprove image<br />TacticsDirect response to all Dell mentions on blogs and Twitter<br />MetricsSentiment an...
Stanford University<br />GoalIncrease alumni & student affinity, Build reputation as major research center<br />TacticsFac...
Sutter Medical Centre<br />GoalBuild support for new medical center to replace aging but popular building and reduce misin...
That’s all folks!<br />indianeye.org  |twitter.com/nairarun| arun.n.nair@gmail.com<br />
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Social media ROI - Quantify and Justify your Social Media campaign

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This presentation shatters conventional myths about social media and explains how to make the most of your social media campaign.

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Social media ROI - Quantify and Justify your Social Media campaign

  1. 1. Social Media ROI<br />Myth or Measurable?<br />Arun Nair, Samriddhi 2010<br />
  2. 2.
  3. 3. ROI (Return on Investment)<br />Gain From Investment - Cost Of Investment<br />ROI =<br />Cost Of Investment<br />
  4. 4. Myth #1<br />“Social Media and ROI are like Chalk and Cheese. It doesn’t work. There is no financial impact anyway” – Mr Doohickey, Chief Ignorant Officer<br />
  5. 5. Most purchases are influenced by these very attributes of social media!<br />
  6. 6. Social Media as a Catalyst<br />Conventional Campaigns<br />+<br />[ Social Media ]<br />=<br />Enhanced ROI<br />More Sales<br />Increased Campaign Recall<br />Reduced Costs<br />
  7. 7. “What gets Measured gets Managed”<br />- Peter Drucker<br />
  8. 8. Myth #2<br />“Social Media is about conversations, word of mouth, advocacy. How can you measure that?”<br />- MrBlahman, Clueless Consulting<br />
  9. 9. Social Media is measurable<br />…just not with conventional success metrics<br />…because it benefits your organization, more than than just boosting sales!<br />
  10. 10. Be clear about the Objectives and set Expectations accordingly.<br />
  11. 11. Set the right Metrics and use the Right tools.<br />There are Freetools that make it Easy to Quantify Impact and ROI<br />
  12. 12. The right metrics<br />Number of people that join a discussion<br />Reduction in support costs<br />Number of new customers / sales<br />Number of influential blogs that linked to us<br />Number of new things we discovered about customers that we never knew before<br />Number of influential people who tweet something about us<br />Ratio of positive comments to negative ones<br />
  13. 13. The right tools<br />Google Analytics<br />Bit.ly<br />Alexa<br />Twitter Grader<br />Twitter Search<br />Technorati<br />Klout<br />Social Mention<br />Radian6<br />
  14. 14. Case Studies<br />
  15. 15. Intel Insiders<br />GoalTurn customers into fans<br />TacticsRecruit 10 prominent bloggers for access, trials<br />MetricsBlog posts, videos, tweets, traffic<br />ResultsOne video received 320,000 views, 6,200 downloads of Facebook app, Many blog entries<br />Program renewed for second year<br />
  16. 16. Starbucks<br />GoalEngage with customers/prospects using social media and ask what they would like from you<br />TacticsLaunched the My Starbucks Idea website<br />MetricsNumber of good suggestion that Starbucks hadn’t thought of, % of the above that Starbucks actually implements<br />ResultsResults not known, but Starbucks generated over 70,000 ideas in its first year of implementation alone!50 of the ideas have been implemented already.<br />
  17. 17. Dell<br />GoalImprove image<br />TacticsDirect response to all Dell mentions on blogs and Twitter<br />MetricsSentiment analysis<br />ResultsNegative comments reduced from 60% to 20% of online mentions over six-month period<br />
  18. 18. Stanford University<br />GoalIncrease alumni & student affinity, Build reputation as major research center<br />TacticsFacebook fan page with multimedia and broad participation from across university departments<br />MetricsLikes, comments, removed fans, media consumption, surveys<br />ResultsFan count grew from 11,500 to 41,100 in six months, % of prospective students, students and alumni citing favorable impact ranged from 70% to 90%<br />
  19. 19. Sutter Medical Centre<br />GoalBuild support for new medical center to replace aging but popular building and reduce misinformation<br />TacticsBroad outreach through blogs and nearly every available social networking channel<br />Metrics# of mentions, Sentiment analysis, surveys<br />ResultsSix months after program began, support levels for project exceeded 90%<br />
  20. 20. That’s all folks!<br />indianeye.org |twitter.com/nairarun| arun.n.nair@gmail.com<br />

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