I have my fanbase - now show me the money!

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Presented by Flok & Facebook as part of Social Media Week Singapore 2013.
Presenters - Yalena Razis (Flok), Sunita Kaur (Facebook), Brendan Millar (Flok)

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I have my fanbase - now show me the money!

  1. 1. First things first  We’re not going to talk a lot about the basics that you always hear about social media  But, they are still valuable activities  Opening two way conversations & creating brand affinity  Leveraging amplification opportunities  Generating buzz  Learning about your customers and fanbase  Learning from your customers
  2. 2. WHY IS ROI IN SOCIAL A BIGDEAL RIGHT NOW?
  3. 3. Building up a fan base
  4. 4. Challenges to proving ROI and monetising social • Fragmented platforms & measuring tools • Closing the loop between marketing efforts and actual sales • Expectations of digital marketing 9
  5. 5. SO WHERE DO WE START?
  6. 6. Laying the groundwork • What are the key goals of your social media program? Do these goals and tactics tie back to your broader business objectives? • What audience are you trying to reach? • What are the key performance indicators (KPIs) that will help you evaluate the success of your program? • Ultimately, look at how you can tie back to business measures 11
  7. 7. Building and Measuring Value  Find new ways to create value for your brand using social - build  Put a strategy in place to show the monetary value social media is bringing - measure 12
  8. 8. BUILDING VALUE
  9. 9. Customer Service  Twitter and Facebook are both commonly used platforms for this  Convenient for consumers  Create positive stories  Measurable impact 14
  10. 10. Air Asia 15
  11. 11. Air Asia 16
  12. 12. Social as a CRM channel  Social can be used to complement your existing CRM channel  Extract value from customer interactions  Capture and analysis of customer data in the traditional CRM software model remains valid  The challenge is to find a way to extract value from conversations in channels that are outside the company. 17
  13. 13. Auto industry examples 18
  14. 14. GM 19
  15. 15. Harley Davidson 20
  16. 16. Create Direct Earning channels  Driving to purchase  eCommerce within social – or connected to social  Alternative revenue streams  Consumer value proposition 21
  17. 17. Yepme  125% increase in conversion rate  4.5x ROI  Based on performance, now allocate 80% of marketing budget on Facebook
  18. 18. Lawson  Driving consumers to purchase at physical outlet  Integration with POS closed the loop to sales  70% of customers who redeemed the Offer bought other products
  19. 19. Pinterest 24
  20. 20. Pinterest 25
  21. 21. eCommerce  Socially integrated store  Built into social 26
  22. 22. THE NIVEA STORY
  23. 23. Building a fanbase
  24. 24. Always On
  25. 25. Sampling driving trial
  26. 26. Direct Purchase
  27. 27. Results
  28. 28. Results  Planned 4 – 6 weeks  Sold out in 1 week in Australia  And 1 hour in New Zealand!
  29. 29. Alternative Revenue Streams  New ways to make money 34
  30. 30. Mediacorp
  31. 31. Consumer Value Proposition  Post-purchase support  Community  Creating absolute utility 36
  32. 32. AMEX
  33. 33. AMEX
  34. 34. HOW DO I ACTUALLYMEASURE RETURNS?
  35. 35. Value of a fan  Establish the link between your fans and your customers  Then measure & prove the effect 40
  36. 36. CIMB Savings Circle
  37. 37. Measure direct earning channels  Purchase within Social  Using social to drive to purchase  Alternative revenue streams  Measure effectiveness of CRM channels 42
  38. 38. APPLES WITH APPLES
  39. 39. Online has struggled to create standards for themetrics that matter Radio (1930’s) Television (1950’s) Internet (1990’s)
  40. 40. Clicks do not equal sales  Nielsen NetEffect meta analysis: “There is no correlation between CTR and ROI%” 1400% 900% ROI % 400% Breakeven 0.00% 0.10% 0.20% 0.30% -100% Click through Rate Correlation = -.07%
  41. 41. Advertising Effectiveness Measurement Reach Did I reach the right number of people and the right type of people for the right number of times? Brand Resonance Did I improve my brand’s image and change the attitudes of customers? Reaction Did I cause a customer to act? To buy a product, sign up for a service, or make a referral?
  42. 42. Samsung
  43. 43. Summary  ROI in social is measurable – more so than many other marketing channels  Unique sources of brand value  Be creative
  44. 44. Q&A
  45. 45. POLL RESULTS
  46. 46. THANK YOU! X

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