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Measuring Social Media ROI - SMX Milan '13

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A presentation covering a landscape of social media value, for #SMX Milan 2013

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Measuring Social Media ROI - SMX Milan '13

  1. 1. Social Media ROI? Ric Dragon @RicDragon
  2. 2. What's the ROI of Trust and what’s the ROI of Loyalty? -Ted Rubin
  3. 3. Every time I hear ‘social media ROI,’ a kitten dies. -Scott Stratton
  4. 4. Would you want to know the ROI of your mother?” -Gary Vaynerchuk
  5. 5. What’s the ROI of putting on your pants in the morning? -Scott Monty, Ford Motor Co.
  6. 6. THE MARKET ECOSYSTEM CUSTOMER/ BRAND ECO-SYSTEM IN THE CUSTOMERS MIND
  7. 7. ASSUMPTIONS
  8. 8. THE MARKET ECO-SYSTEM 1.Marketing Lift 2.Impact on Search Engine Optimization 3.Risk Mitigation
  9. 9. Customer/Brand System 4.Transaction (the actual purchase or negotiation) 5.Repeat transactions (TLV) 6.Loyalty – resistance to change 7.Advocacy
  10. 10. The Customer Mindspace 8.Awareness 9.Recognition 10.Associations 11.Perceived Quality 12.Likeability
  11. 11. a Force Multiplier
  12. 12. Awareness Value = (Market Size) X (Awareness Change %) X (Purchase Intent %) X (Sales Conversion %) X (Unit Profits €)
  13. 13. Lift • Could well-executed social media increase the effectiveness of current advertising spend by 1% If so, what would that be worth?
  14. 14. Frequency Hermann Ebbinghaus Forgetting Curve
  15. 15. Value of Risk Mitigation Potential Cost X Likelihood of Occurrence X Mitigation Benefits = value of mitigation
  16. 16. Purpose & Vision Create Indelible Memories Goal Be center to more storytelling in social media Objectives Metrics Publish excellent blog content at least six times / month # of blog posts / month Increase community by 50% # of followers # of interactions Increase engagement by 100% # of comments on blog # of mentions Increase amplification by 50% # of shares
  17. 17. 3000 Target 1000 NOW Twitter Retweets
  18. 18. What’s the ROI of Social Media?
  19. 19. Grazie Mille Ric Dragon, DragonSearch dragon@dragonsearch.net Twitter: @ricdragon

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