The Greatest Question Since the Meaning of Life: What is the ROI of Social Media?<br />
Name: C. Edward Brice<br />Age: Over 40<br />Use Social Media: Yes<br />
I am NOT a<br /> Social Media Expert<br />
Social Media<br />
Or Has Social Media  Jumped the Shark?<br />Ashton Kutcher posts shot of Demi on Twitter<br />
What is Social Media?<br />
	“Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is a surprise tha...
Social Media<br />
Social Media is as Old as The Hills<br />George The Medieval Blacksmith<br />
FRICTION<br />
Internet<br />FRICTIONLESS<br />
Social Media is Frictionless Conversation in a Connected Environment <br />
Conversation Desired Traits:<br />Honesty<br />Openness<br />Engaging<br />Interesting<br />Relevant<br />Listening<br />
Why Marketers MUSTUtilize Social Media<br />
The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work.-McKinsey Qu...
Future of Media: Digital & Universally Accessible<br />Global<br />Mobile<br />TV / Offline<br />The Cloud<br />Anytime   ...
14,463,346 auctions<br />200,000,000 blogs<br />www.ebay.com 21 Nov 2006<br />Almost 4,000,000 articles<br />(10 languages...
(cc) Lynette Webb, 2006<br />FUTURELAB<br />
Monitoring & Measuring Social Media-Agent Wildfire 2009<br />
76%<br />...of consumers don’t believe that companies tell the truth in advertisements -Yankelowich<br />FUTURELAB<br />
MY FRIENDS – THEIR FRIENDS – and ALL THOSE WE COLLECTIVELY RESPECT<br />THERE IS STILL ONE TRUSTED MEDIUM<br />LEFT IN THE...
B2B Purchase Influences<br />Source Enquiro Inc 2008<br />
Harvard Business Review<br />When forming an opinion of a company, how credible would the information be from …<br /><ul><...
2% reduction in negative word of mouth boosts sales growth by 1%
For the average company,1% increase in word of mouth advocacy equated to $16M extra sales </li></ul>A person like yourself...
RADIO, TV, PRINT, EVENTS, ARE NICE, YET IN MY REALITY<br />MY ECOSYSTEM IS THE BRAND<br />The words they write,  speak, fi...
“Businesses that don&apos;t implement Web 2.0 tools will stay behind” <br />DarkoHerlick, Gartner VP and CIO<br />
“There is only one thing in the world worse than being talked about, and that is not being talked about.”..Oscar Wilde<br />
ROI of Social Media<br />
THE BIG<br />BANG<br />Social <br />Media<br />Traditional<br />ROI<br />
“What do you want to measure – <br />the “social” or the “media”? <br />- David Alston of Radian6 <br />
Media<br />Social<br />  Objectives:<br /><ul><li>Reach
Awareness
Coverage
Continuity</li></ul>  Measures:<br /><ul><li> # of visitors
 # of page views
 Time on site
 Conversions
Leads/Subscriptions/Sponsorships</li></ul>Objectives:<br /><ul><li>Loyalty
Advocacy
Trust
Influence
Engagement</li></ul>Measures:<br /><ul><li> Sentiment
 Comments
 Feedback
 Mentions
 Readership</li></ul>Business Value<br />Increase In Revenue<br />Decrease In Costs<br />
Monitoring & Measuring Social Media-Agent Wildfire 2009<br />
Warning, Warning.<br />Sales & Leads are Nice<br /> But They Are NOT The Objectives<br />
Social Media is Conversational<br />Conversations are NOT About ROI<br />
Conversations are About VALUE<br />
Ed’s Social Media Value Goals<br />Awareness<br />Engagement<br />Listening<br />Innovation<br />Brand<br />SEO<br />Thoug...
Ed’s Social Media Value Goals<br />Innovation<br />Listening<br />Value Created<br />Engagement<br />Awareness<br />Time<b...
Ed’s Social Media Value Goals<br />Awareness<br />Engagement<br />Listening<br />Innovation<br />Brand<br />SEO<br />Thoug...
Awareness<br />2009 Social Media ROI-Egg Co.<br />
Engagement<br />Goals: <br /><ul><li> Share information about company & products
 Start a dialogue between   </li></ul>  company and customers <br />KPI : <br /><ul><li> # of customer comments</li></ul>R...
Innovation<br />2009 Social Media ROI-Egg Co.<br />
Our Story<br />
Lumension’s History<br />Acquired: July ‘07<br />Acquired: Feb ‘07<br />Acquired: April ‘09<br />Founded in 1991<br />Esta...
Twitter<br />YouTube<br />Community<br />iTunes<br />Blog<br />Facebook<br />
Our Social Value Matrix<br />
Lumension’s Optimal Security Blog<br />Objectives: <br /><ul><li>Improve SEO
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Social Media Arizona Final09

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ROI &amp; Social Media

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  • When we start looking at value creation versus just hard ROI we can begin to see a different context and in my view relationship start to emerge
  • When we start looking at value creation versus just hard ROI we can begin to see a different context and in my view relationship start to emerge
  • When we start looking at value creation versus just hard ROI we can begin to see a different context and in my view relationship start to emerge
  • Social Media Arizona Final09

    1. 1. The Greatest Question Since the Meaning of Life: What is the ROI of Social Media?<br />
    2. 2. Name: C. Edward Brice<br />Age: Over 40<br />Use Social Media: Yes<br />
    3. 3. I am NOT a<br /> Social Media Expert<br />
    4. 4. Social Media<br />
    5. 5.
    6. 6. Or Has Social Media Jumped the Shark?<br />Ashton Kutcher posts shot of Demi on Twitter<br />
    7. 7. What is Social Media?<br />
    8. 8. “Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is a surprise that it’s not better.” <br /> - AvonashKaushik – Analytics Evangelist, Google<br />
    9. 9. Social Media<br />
    10. 10. Social Media is as Old as The Hills<br />George The Medieval Blacksmith<br />
    11. 11. FRICTION<br />
    12. 12. Internet<br />FRICTIONLESS<br />
    13. 13. Social Media is Frictionless Conversation in a Connected Environment <br />
    14. 14. Conversation Desired Traits:<br />Honesty<br />Openness<br />Engaging<br />Interesting<br />Relevant<br />Listening<br />
    15. 15. Why Marketers MUSTUtilize Social Media<br />
    16. 16. The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work.-McKinsey Quarterly<br />FUTURELAB<br />
    17. 17. Future of Media: Digital & Universally Accessible<br />Global<br />Mobile<br />TV / Offline<br />The Cloud<br />Anytime - Any Place - Any Tools- Millions of Channels<br />FUTURELAB<br />
    18. 18. 14,463,346 auctions<br />200,000,000 blogs<br />www.ebay.com 21 Nov 2006<br />Almost 4,000,000 articles<br />(10 languages)<br />&gt;100,000,000 videos<br />(65,000/day)<br />1.5 million residents<br />“The workers should appropriate the means of production”<br />33,347,000 profiles<br />FUTURELAB<br />
    19. 19. (cc) Lynette Webb, 2006<br />FUTURELAB<br />
    20. 20. Monitoring & Measuring Social Media-Agent Wildfire 2009<br />
    21. 21. 76%<br />...of consumers don’t believe that companies tell the truth in advertisements -Yankelowich<br />FUTURELAB<br />
    22. 22. MY FRIENDS – THEIR FRIENDS – and ALL THOSE WE COLLECTIVELY RESPECT<br />THERE IS STILL ONE TRUSTED MEDIUM<br />LEFT IN THE WORLD<br />FUTURELAB<br />
    23. 23. B2B Purchase Influences<br />Source Enquiro Inc 2008<br />
    24. 24. Harvard Business Review<br />When forming an opinion of a company, how credible would the information be from …<br /><ul><li>7% increase in word of mouth unlocks 1% additional company growth
    25. 25. 2% reduction in negative word of mouth boosts sales growth by 1%
    26. 26. For the average company,1% increase in word of mouth advocacy equated to $16M extra sales </li></ul>A person like yourself or a peer<br />
    27. 27. RADIO, TV, PRINT, EVENTS, ARE NICE, YET IN MY REALITY<br />MY ECOSYSTEM IS THE BRAND<br />The words they write, speak, film<br />The Stories They Tell<br />Consumersare beginning in a very real sense to ownour brands and participate in theircreation… Weneed to begin to learn to let go.<br />- A.G. Lafley, CEO and Chairman of P&G<br />FUTURELAB<br />
    28. 28. “Businesses that don&apos;t implement Web 2.0 tools will stay behind” <br />DarkoHerlick, Gartner VP and CIO<br />
    29. 29. “There is only one thing in the world worse than being talked about, and that is not being talked about.”..Oscar Wilde<br />
    30. 30. ROI of Social Media<br />
    31. 31. THE BIG<br />BANG<br />Social <br />Media<br />Traditional<br />ROI<br />
    32. 32. “What do you want to measure – <br />the “social” or the “media”? <br />- David Alston of Radian6 <br />
    33. 33. Media<br />Social<br /> Objectives:<br /><ul><li>Reach
    34. 34. Awareness
    35. 35. Coverage
    36. 36. Continuity</li></ul> Measures:<br /><ul><li> # of visitors
    37. 37. # of page views
    38. 38. Time on site
    39. 39. Conversions
    40. 40. Leads/Subscriptions/Sponsorships</li></ul>Objectives:<br /><ul><li>Loyalty
    41. 41. Advocacy
    42. 42. Trust
    43. 43. Influence
    44. 44. Engagement</li></ul>Measures:<br /><ul><li> Sentiment
    45. 45. Comments
    46. 46. Feedback
    47. 47. Mentions
    48. 48. Readership</li></ul>Business Value<br />Increase In Revenue<br />Decrease In Costs<br />
    49. 49. Monitoring & Measuring Social Media-Agent Wildfire 2009<br />
    50. 50. Warning, Warning.<br />Sales & Leads are Nice<br /> But They Are NOT The Objectives<br />
    51. 51. Social Media is Conversational<br />Conversations are NOT About ROI<br />
    52. 52. Conversations are About VALUE<br />
    53. 53. Ed’s Social Media Value Goals<br />Awareness<br />Engagement<br />Listening<br />Innovation<br />Brand<br />SEO<br />Thought Leadership<br />Advocacy<br />Influence<br />Evangelism<br />Sentiment<br />Service<br />Insight<br />Ideation<br />Feedback<br />Collaboration<br />
    54. 54. Ed’s Social Media Value Goals<br />Innovation<br />Listening<br />Value Created<br />Engagement<br />Awareness<br />Time<br />
    55. 55. Ed’s Social Media Value Goals<br />Awareness<br />Engagement<br />Listening<br />Innovation<br />Brand<br />SEO<br />Thought Leadership<br />Advocacy<br />Influence<br />Evangelism<br />Sentiment<br />Service<br />Insight<br />Ideation<br />Feedback<br />Collaboration<br />Evangelism<br />Success KPIs<br />Page views Replies Suggestions <br />Comments Inbound Links Complaints<br />Friends Press mentions Traffic<br />Followers Referrals Embedded content<br />Registrations Posts Syndication<br />
    56. 56. Awareness<br />2009 Social Media ROI-Egg Co.<br />
    57. 57. Engagement<br />Goals: <br /><ul><li> Share information about company & products
    58. 58. Start a dialogue between </li></ul> company and customers <br />KPI : <br /><ul><li> # of customer comments</li></ul>Results:<br /><ul><li> 100 people commenting on </li></ul> the blog each month<br /><ul><li> Equivalent to gaining </li></ul> customer insight from a focus<br /> group<br />Forrester 2009<br />Value: Equivalent to running a focus group every month at the cost of $15,000 a month, or $180,000 a year.<br />
    59. 59. Innovation<br />2009 Social Media ROI-Egg Co.<br />
    60. 60. Our Story<br />
    61. 61. Lumension’s History<br />Acquired: July ‘07<br />Acquired: Feb ‘07<br />Acquired: April ‘09<br />Founded in 1991<br />Established: Sept ‘07<br />Market-leading patch management<br />First cross-platform and application patch management solution<br />Enterprise-class vulnerability management<br />First credentialed based vulnerability scanner<br />Market-leading device and application control<br />First to introduce whitelisting / patented file “shadowing” technology<br />Compliance and Risk Management.<br />Delivering predefined compliance and control frameworks<br />
    62. 62.
    63. 63. Twitter<br />YouTube<br />Community<br />iTunes<br />Blog<br />Facebook<br />
    64. 64. Our Social Value Matrix<br />
    65. 65. Lumension’s Optimal Security Blog<br />Objectives: <br /><ul><li>Improve SEO
    66. 66. Garner more press coverage
    67. 67. Drive thought leadership
    68. 68. Launched Q4 ‘08</li></li></ul><li>Direct Blog Impact on Press<br />
    69. 69. Lumension YouTube Channel<br />Objectives: <br /><ul><li>Increase awareness
    70. 70. Improve SEO
    71. 71. Drive thought leadership
    72. 72. Syndicate our rich media
    73. 73. Position thought leaders</li></li></ul><li>Lumension YouTube Channel<br /><ul><li>Launched June 2008
    74. 74. Video Views - 16,132
    75. 75. Branded Channel Views - 5,840
    76. 76. Subscribers - 46
    77. 77. Favorites Lists - 8
    78. 78. Syndicated – over 60</li></li></ul><li>
    79. 79. Lumension Connect Customer Community<br />Objectives: <br /><ul><li>Garner more insight from customers
    80. 80. Connect
    81. 81. Collaborate
    82. 82. Share best practices
    83. 83. Co-innovate</li></li></ul><li>Community<br /><ul><li>Launched July 30th (select invitations)
    84. 84. Visitor Commitment</li></ul>8.57 pages avg. per visit<br />11.24% of visitors viewed more than 20 pages<br />8:50 avg. time on site<br />24.5% bounce rate<br />~8 visits per day<br />Content Garden<br />
    85. 85. Launched:Q3 08<br />Following: 1100<br />Followers:803<br />
    86. 86. Twitter Reach<br />Total Impression opportunity: 2250M<br />Value/impression:$.10<br />Value:$225,000<br />Cost to Lumension: $0<br />
    87. 87. Listening: The Good<br />
    88. 88. Integrated Syndicated Approach<br />PR Web<br />Blog<br />Agency<br />Hot Topics<br />Twitter<br />
    89. 89. Key Lessons Learned<br />
    90. 90. Decide if You Want To Have a Conversation<br />
    91. 91. Understand Your Personas<br />LISA <br />AUDIT MANAGER<br />BIG REGULATED, INC.<br />JACK <br />DIR/MNGR INFO SEC<br />Big REGULATED, INC.<br />CHUCK<br />CISO/VP INFO SEC<br />BIG REGULATED, INC.<br />Reads industry blogs<br />Member of online professional community<br />Socially Facebooks<br />Active Blogger<br />Active Twitterer<br />Member of online professional community Engaged in online forums<br />Socially Facebooks<br />Reads industry publications & business press<br />Attends industry events<br />Facebooks to keep in touch with Grandchildren<br />
    92. 92. Content is King<br />
    93. 93. Think Like a Publisher<br />
    94. 94. Don’t Forget about Your Website<br />
    95. 95. Social Media Doesn’t Scale…<br />It’s a Commitment<br />
    96. 96. Thank You<br />Blog: marketinggimbal.com <br />Follow: http://twitter.com/cedwardbrice<br />Connect: linkedin.com/in/cedwardbrice<br />Bookmark: delicious.com/cedwardbrice<br />Friends: facebook.com/cedwardbrice<br />

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