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Social Media Roi Slidesbk

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Social Media Roi Slidesbk

  1. Women Who Tech<br />Principles of Social Media ROI<br />Lauren VargasBeth Kanter<br />Roz Lemieux<br />September 15, 2010<br />
  2. What we’re going to cover today …..<br /><ul><li>Welcome and Introduction
  3. Icebreaker: What words come to mind when you think about social media ROI?
  4. Assumption
  5. 8 Principles of ROI
  6. Q/A </li></li></ul><li>Roz Lemieux Slide<br />
  7. Lauren Vargas<br />Radian6 PowerSHIFT Blog<br />http://www.radian6.com/blog/<br />The Root Report<br />http://www.rootreport.com/<br />
  8. Beth Kanter<br />http://www.bethkanter.org<br />
  9. Quick Polls<br />Enough about us, what about you? <br />
  10. When you think about phrase “Social Media Return on Investment” what words comes to mind?<br />Type these into the chat ….<br />
  11. Return on Investment (ROI) <br />Created by DuPont and used by Alfred Sloan to make General Motors manageable. <br />
  12. Redefining ROI<br />An analysis that looks at the benefits, costs, and value of a technology initiative over time.<br />
  13. A Few More ‘I’ Words …<br />
  14. Assumption: Set clear objectives and have identified audience<br />
  15. Anyone want to share their SMART objective for social media? <br />Type into the chat.<br />
  16. Principles of Social Media ROI<br /><ul><li>Identify Benefits: Tangible/Intangible
  17. Link metrics to goals
  18. Mix Traditional and New Metrics
  19. Track the Entire Funnel
  20. Spreadsheet Aerobics
  21. Track Your Time: Don’t Waste It
  22. Use Financial Formulas to Make Your Case
  23. Communicating Results</li></li></ul><li>1. Identify Benefits: Tangible and Intangible<br />
  24. Tangible: Easily Converts to $ or Time<br />Market Research<br />Mainstream media mentionsInquiries for program<br />Program IdeasIncreased Relevant Visitor TrafficIncreased Page Rankings<br />Fundraising – reach new donors – both small and large’ DonationsLeadsSubscribersMembersSaved Time <br />Saved CostsIncreased page rankIncreased media attention<br />Signed petitionsCalls or emails to government officials<br />
  25. Intangible: Difficult to Translate, But Still Important<br />Insights about what works<br />Employee Social Graphs<br />Interaction EngagementReputation<br />Loyalty<br />Satisfaction<br />Sentiment<br />Feedback<br />
  26. 2. Link Metrics linked to objectives<br />
  27. More Followers, they like me, they really like me!<br />Metrics as therapy <br />
  28. Why was there <br />a spike in Twitter<br />followers?<br />Metrics as detective work<br />
  29. Metrics and Measurement<br />
  30. Insights<br />21<br />9/3/2010<br />- Copyright © 2010 Radian6 <br />The new product and announcement created a large amount buzz which directly contributed to a 30% increase in total post volume for the monitored topic profile of Brand X mentions. <br />Overall the reaction to the new product release was positive in sentiment with no major issues reported expect for some minor troubleshooting issues that were resolved by technical support.<br />The release of the new product and the positive reviews around that event cause a 11% shift in brand sentiment towards the positive. This 88.5% positive marked a record high for the past 3 months.<br />
  31. 3. Mix Traditional and New Metrics<br />
  32. Counting eyeballs to …<br />
  33. Share of conversation<br />
  34. Share of Conversation<br />25<br />9/3/2010<br />- Copyright © 2010 Radian6 <br />INDUSTRY<br />90%<br />Brand X pulled in 10% of the industry share of conversation for the week representing a full 2% gain as compared to the previous week. <br />BRANDX <br />10%<br />INDUSTRY: Overall industry volume maintained at approximately the same levels as the previous week pulling in 9040 posts in total, a 1% drop as compared to the last week.<br />
  35. Top Influencers by Media Type <br />26<br />9/3/2010<br />- Copyright © 2010 Radian6 <br />Micromedia recorded the most volume by media with blogs in second. <br />Blogs<br />88: 9.8%<br />1.<br />Micromedia<br />Comments<br />37: 4.1%<br />Blogs<br />2.<br />3.<br />Comments<br />Facebook<br />13: 1.4%<br />4.<br />Facebook<br />Forums<br />9: 0.1%<br />5.<br />Forums<br />Mainstream News<br />2: 0.3%<br />6.<br />Mainstream News<br />Micromedia<br />756: 83.8%<br />
  36. Conversation Breakdown<br />27<br />9/3/2010<br />- Copyright © 2010 Radian6 <br />Product Review<br />202: 22.4%<br />Company Content<br />47: 5.2%<br />Product Inquiry<br />39: 4.3%<br />Troubleshooting/Support<br />36: 3.9%<br />Company Outreach<br />268: 29.7%<br />Sales Lead<br />28: 3.1%<br />General Product/Company Coverage<br />284: 31.4%<br />The largest conversation area for the week was General Product and Company coverage which consisted of general mentions of the company and non-review mentions of the product X590. <br />
  37. Brand Overview Summary<br />28<br />9/3/2010<br /> Volume<br /> Engagement<br /> Sentiment<br />904 posts <br />( 30% ) <br />29.1%<br />( 6.2% ) <br />88% positive <br />( 5% ) <br />Share of Voice<br />Trends<br />Share of <br />Conversation<br />corporate blog<br />product inquiry<br />product release<br />support questions<br />24%<br />( 11% ) <br />10% <br />( 2% ) <br />77%<br />14%<br />86%<br />23%<br />21%<br />51%<br />79%<br />49%<br />The week centered around the product release of the X590 and the resulting buzz/troubleshooting issues. Overall it was a positive week with gains in all the main areas reported on.<br />
  38. 4. Track the Entire Funnel<br />
  39. @seanpower - nonprofit metrics geek<br />
  40. 5. Spreadsheet Aerobics<br />
  41. Measure the What and Why<br />
  42. Learn the Language of Data<br />
  43. Testing, Testing, Testing<br />http://www.flickr.com/photos/striatic<br />
  44. Open-Ended Question<br />
  45. 6. Track your time<br />
  46. 6. Use Financial Formulas to Make Your Case<br />
  47. <ul><li>Compare the total costs
  48. of different solutions
  49. Compare the total costs
  50. with the benefits
  51. Compare the costs
  52. of not doing the project
  53. Identify pilot goal to identifycost/benefit</li></li></ul><li>7. Communicating Results<br />
  54. ROI Storytelling Techniques<br />
  55. Don’t show all, but have it ready<br />
  56. What happens if ROI is negative?<br />
  57. Go Beyond the Tool<br />
  58. Principles of Social Media ROI<br /><ul><li>Identify Benefits: Tangible/Intangible
  59. Link metrics to goals
  60. Mix Traditional and New Metrics
  61. Track the Entire Funnel
  62. Spreadsheet Aerobics
  63. Track Your Time: Don’t Waste It
  64. Use Financial Formulas to Make Your Case
  65. Communicating Results</li></li></ul><li>What small action will you put into practice about social media ROI after this session? <br />Type into the chat.<br />
  66. Thank you! <br />http://socialmediametrics.wikispaces.com/WomenWhoTech<br />

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