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Social Media is Dead. Long Live Social Media ROI

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Social Media is Dead. Long Live Social Media ROI

Mar. 22, 2011
• 935 likes • 225,288 views

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Description

My keynote for Social Media Conference 2011.
Long Live Social Media ROI!

This Presentation Made it to TOP 5 Most Popular Business Presentations in the World for 2011 :-)
THANK YOU ALL!!!
[Go to slide #11]
http://www.slideshare.net/rashmi/slideshare-zeitgeist-2011

XPLAIN.co

Transcript

  1. SOCIAL MEDIA IS DEAD LONG LIVE SOCIAL MEDIA ROI Stefanos  Karagos  |  XPLAIN  |  March  2011   xplain.co
  2. DO U HAVE A FB PAGE? xplain.co Social media is dead. long live social media roi 22-Mar-11
  3. A TWITTER PAGE? xplain.co Social media is dead. long live social media roi 22-Mar-11
  4. A SOCIAL MEDIA TEAM? xplain.co Social media is dead. long live social media roi 22-Mar-11
  5. SO WHAT? xplain.co Social media is dead. long live social media roi 22-Mar-11
  6. IT’S DEJA VU Our     Let’s  go     Has  Legal     Is  this   Let’s  put  our  TVCs   compe>tors   Social  too   seen  this?   Working?   on  YouTube!   have  a  FB  Page     xplain.co Social media is dead. long live social media roi 22-Mar-11
  7. THE LONG STORY / SHORT xplain.co Social media is dead. long live social media roi 22-Mar-11
  8. THE LONG STORY / SHORT xplain.co Social media is dead. long live social media roi 22-Mar-11
  9. 10:00 AM @ OFFICE THE SCENE / BOSS IS ENTERING THE OFFICE BOSS / SEES HIS SECRETARY SURFING IN FACEBOOK xplain.co Social media is dead. long live social media roi 22-Mar-11
  10. THE DIALOG xplain.co Social media is dead. long live social media roi 22-Mar-11
  11. BOSS / HOW MANY FRIENDS DO YOU HAVE? xplain.co Social media is dead. long live social media roi 22-Mar-11
  12. BOSS / HOW MANY FRIENDS DO YOU HAVE? SECRETARY / 4.999 MY BOSS xplain.co Social media is dead. long live social media roi 22-Mar-11
  13. BOSS / HOW MANY FRIENDS DO YOU HAVE? SECRETARY / 4.999 MY BOOS BOSS / WOWW! OUR COMPETITORS HAVE ONLY 999! BOSS / HOW LONG DID THIS TAKE? xplain.co Social media is dead. long live social media roi 22-Mar-11
  14. BOSS / HOW MANY FRIENDS DO YOU HAVE? SECRETARY / 4.999 MY BOOS BOSS / WOWW! OUR COMPETITORS HAVE ONLY 999! BOSS / HOW LONG DID THIS TAKE? SECRETARY / ONLY ONE MONTH MY BOSS! xplain.co Social media is dead. long live social media roi 22-Mar-11
  15. BOSS / HOW MANY FRIENDS DO YOU HAVE? SECRETARY / 4.999 MY BOOS BOSS / WOWW! OUR COMPETITORS HAVE ONLY 999! BOSS / HOW LONG DID THIS TAKE? SECRETARY / ONLY ONE MONTH MY BOSS! BOSS / CAN YOU CREATE AND RUN OUR CO’S PAGE? xplain.co Social media is dead. long live social media roi 22-Mar-11
  16. BOSS / HOW MANY FRIENDS DO YOU HAVE? SECRETARY / 4.999 MY BOOS BOSS / WOWW! OUR COMPETITORS HAVE ONLY 999! BOSS / HOW LONG DID THIS TAKE? SECRETARY / ONLY ONE MONTH MY BOSS! BOSS / CAN YOU CREATE AND RUN OUR CO’S PAGE? SECRETARY / YES MY BOSS! GIVE ME 5 MINUTES. the time it takes ! to start your FB Page! xplain.co Social media is dead. long live social media roi 22-Mar-11
  17. BUT HE HADN’T SEEN HER PERSONAL PAGE.. content   Her  sexy  photos  from     her  latest  vaca2ons   audience   97%  “hungry”  men   18-­‐35   xplain.co Social media is dead. long live social media roi 22-Mar-11
  18. a+er  6  months   THE RESULT xplain.co Social media is dead. long live social media roi 22-Mar-11
  19. 555 FANS/LIKERS content   audience   Bla,  Bla,  Bla,  Bla   Who  Knows?   Bla,  Bla,  Bla   Who  Cares?   xplain.co Social media is dead. long live social media roi 22-Mar-11
  20. facebook?  my  ass   NEXT TIME MARKETING MANAGER ASKED HIS BOSS TO INVEST €€€€ ON FACEBOOK MARKETING xplain.co Social media is dead. long live social media roi 22-Mar-11
  21. INVEST? xplain.co Social media is dead. long live social media roi 22-Mar-11
  22. INVESTMENT MEANS xplain.co Social media is dead. long live social media roi 22-Mar-11
  23. €$¥ xplain.co Social media is dead. long live social media roi 22-Mar-11
  24. ROI xplain.co Social media is dead. long live social media roi 22-Mar-11
  25. WHAT DOES IT MEAN ROI? xplain.co Social media is dead. long live social media roi 22-Mar-11
  26. it’s  recession  >me   RETURN ON INVESTMENT ROI  =  [GAIN  FROM  INVESTMENT  –  COST  OF  INVESTMENT]  /COST  OF  INVESTMENT     the formula! xplain.co Social media is dead. long live social media roi 22-Mar-11
  27. THE BASIC RULES OF ROI xplain.co Social media is dead. long live social media roi 22-Mar-11
  28. RULE#1 ROI IS A BUSINESS METRIC, NOT A MEDIA METRIC. RULE #2 ROI IS 100% MEDIA-AGNOSTIC. RULE #3 THE VALUES USED IN THE ROI EQUATION ARE NONVARIABLE. xplain.co Social media is dead. long live social media roi 22-Mar-11
  29. RULE#4 ROI STANDS FOR RETURN ON INVESTMENT. PERIOD. RULE #5 EVERY RESOURCE YOU ASSIGN TO A PROJECT HAS A VALUE. RULE #6 ROI CAN ONLY CALCULATED AFTER THE INVESTMENT HAS YIELD A RETURN. xplain.co Social media is dead. long live social media roi 22-Mar-11
  30. ROI IS BUSINESS MEASUREMENT, NOT ALCHEMY. IF YOUR EQUATION SHOWS A COST VALUE IN EUROS AND A GAIN VALUE EXPRESSED IN FACEBOOK LIKERS, YOU’RE IN TROUBLE. xplain.co Social media is dead. long live social media roi 22-Mar-11
  31. SOCIAL MEDIA IS NOT FREE xplain.co Social media is dead. long live social media roi 22-Mar-11
  32. EVERYTHING YOU PUT INTO A SOCIAL MEDIA PROGRAM HAS A COST ATTACHED TO IT xplain.co Social media is dead. long live social media roi 22-Mar-11
  33. INCLUDING SOCIAL MEDIA TO THE P&L WTF?   xplain.co Social media is dead. long live social media roi 22-Mar-11
  34. €€€€   €€€€   NONFINANCIAL   FINANCIAL   INVESTMENT   ACTION   REACTION   IMPACT   IMPACT   THIS  IS  VERY  IMPORTANT,  BUT  ROI  DOESN’T  LIVE  HERE.   THE INVESTMENT-RETURN RELATIONSHIP xplain.co Social media is dead. long live social media roi 22-Mar-11
  35. €€€€   €€€€   NONFINANCIAL   FINANCIAL   INVESTMENT   ACTION   REACTION   IMPACT   IMPACT   WELCOME TO ROI WORLD xplain.co Social media is dead. long live social media roi 22-Mar-11
  36. DARE TO CONNECT THEM? What  is  the  unit  of  measure  [the  currency  in  other  words]  of  inspira>on?  How  about   Innova>on?  Rela>onships,  even?     xplain.co Social media is dead. long live social media roi 22-Mar-11
  37. THE MAGIC WORD HERE IS: xplain.co Social media is dead. long live social media roi 22-Mar-11
  38. CORRELATION xplain.co Social media is dead. long live social media roi 22-Mar-11
  39. IS THERE AN EASY WAY? xplain.co Social media is dead. long live social media roi 22-Mar-11
  40. YES xplain.co Social media is dead. long live social media roi 22-Mar-11
  41. FIRST THINGS FIRST xplain.co Social media is dead. long live social media roi 22-Mar-11
  42. #1 ESTABLISH A BASELINE Start  of  Ac>vity   Start  of  SM  Program   Start  of  Campaign   Start  of  Measurement   Trend:  10%  Growth   xplain.co Social media is dead. long live social media roi 22-Mar-11
  43. #2 CREATE ACTIVITY TIMELINE 1     2   3   4   5   6   7   8   9   10   11   12   1st  Month   2nd  Month   ...   xplain.co Social media is dead. long live social media roi 22-Mar-11
  44. #3 MONITOR THE VOLUME OF MENTIONS Overall  Men>ons   Posi>ve  Men>ons   Nega>ve  Men>ons   1     2   3   4   5   6   7   8   9   10   11   12   Months   xplain.co Social media is dead. long live social media roi 22-Mar-11
  45. #4 MEASURE TRANSACTIONAL FORERUNNERS WHAT  YOU   MEASURE     WHAT  YOU  SHOULD   CAN  MEASURE   HERE   MEASURE   xplain.co Social media is dead. long live social media roi 22-Mar-11
  46. #5 LOOK AT TRANSACTIONAL DATA Sales  Revenue   xplain.co Social media is dead. long live social media roi 22-Mar-11
  47. #5 LOOK AT TRANSACTIONAL DATA Transac>ng  Customers   xplain.co Social media is dead. long live social media roi 22-Mar-11
  48. #6 OVERLAY ALL YOUR DATA [STEPS 1-5] ONTO A SINGLE TIMELINE ACTIVITIES   SOCIAL  DATA   WEB  DATA   160 160 160 140 140 140 120 120 120 100 100 100 80 80 80 60 60 60 40 40 40 20 20 20 0 0 0 Jan Apr Jul Oct Jan Jan Apr Jul Oct Jan Jan Apr Jul Oct Jan TRANSACTIONS   LOYALTY  METRICS   160 160 140 140 120 120 100 100 80 80 AND  MORE...   60 60 40 40 20 20 0 0 Jan Apr Jul Oct Jan Jan Apr Jul Oct Jan xplain.co Social media is dead. long live social media roi 22-Mar-11
  49. #7 LOOK FOR PATTERNS CORRELATIONS   160 140 120 100 80 60 40 20 0 Jan Apr Jul Oct Jan xplain.co Social media is dead. long live social media roi 22-Mar-11
  50. #8 PROVE & DISPROVE RELATIONSHIPS CORRELATIONS   160 140 Why?  Why  Not?   120 100 80 60 40 How  this  group   was  touched  by   20 SM  or  WoM?   0 Jan Apr Jul Oct Jan xplain.co Social media is dead. long live social media roi 22-Mar-11
  51. I NEED A PROVE xplain.co Social media is dead. long live social media roi 22-Mar-11
  52. GENERAL MILLS DAVID  WITT   Senior  Manager,     Brand  Public  Rela2ons,   General  Mills   xplain.co Social media is dead. long live social media roi 22-Mar-11
  53. WHAT WILL HAPPEN IF YOU DON’T NOT CARE ABOUT ROI? xplain.co Social media is dead. long live social media roi 22-Mar-11
  54. it’s  advocates  >me   RETURN ON IGNORANCE xplain.co Social media is dead. long live social media roi 22-Mar-11
  55. IGNORANCE : BRAND’S DEATH xplain.co Social media is dead. long live social media roi 22-Mar-11
  56. THANK YOU! xplain.co Social media is dead. long live social media roi 22-Mar-11
  57. LEARN MORE xplain.co Social media is dead. long live social media roi 22-Mar-11
  58. CONTACT US IF YOU CARE ABOUT YOUR SOCIAL MEDIA ROI +30  210  6395234   xplain.co   karagos@xplain.co      Cyprus    Bahrain    Greece    Romania    Switzerland   xplain.co Thanks  for  the  inspira>on:  James  Belasco,  Oliver  Blanchard,  Alexander  Osterwalder          
Business

Description

My keynote for Social Media Conference 2011.
Long Live Social Media ROI!

This Presentation Made it to TOP 5 Most Popular Business Presentations in the World for 2011 :-)
THANK YOU ALL!!!
[Go to slide #11]
http://www.slideshare.net/rashmi/slideshare-zeitgeist-2011

XPLAIN.co

Transcript

  1. SOCIAL MEDIA IS DEAD LONG LIVE SOCIAL MEDIA ROI Stefanos  Karagos  |  XPLAIN  |  March  2011   xplain.co
  2. DO U HAVE A FB PAGE? xplain.co Social media is dead. long live social media roi 22-Mar-11
  3. A TWITTER PAGE? xplain.co Social media is dead. long live social media roi 22-Mar-11
  4. A SOCIAL MEDIA TEAM? xplain.co Social media is dead. long live social media roi 22-Mar-11
  5. SO WHAT? xplain.co Social media is dead. long live social media roi 22-Mar-11
  6. IT’S DEJA VU Our     Let’s  go     Has  Legal     Is  this   Let’s  put  our  TVCs   compe>tors   Social  too   seen  this?   Working?   on  YouTube!   have  a  FB  Page     xplain.co Social media is dead. long live social media roi 22-Mar-11
  7. THE LONG STORY / SHORT xplain.co Social media is dead. long live social media roi 22-Mar-11
  8. THE LONG STORY / SHORT xplain.co Social media is dead. long live social media roi 22-Mar-11
  9. 10:00 AM @ OFFICE THE SCENE / BOSS IS ENTERING THE OFFICE BOSS / SEES HIS SECRETARY SURFING IN FACEBOOK xplain.co Social media is dead. long live social media roi 22-Mar-11
  10. THE DIALOG xplain.co Social media is dead. long live social media roi 22-Mar-11
  11. BOSS / HOW MANY FRIENDS DO YOU HAVE? xplain.co Social media is dead. long live social media roi 22-Mar-11
  12. BOSS / HOW MANY FRIENDS DO YOU HAVE? SECRETARY / 4.999 MY BOSS xplain.co Social media is dead. long live social media roi 22-Mar-11
  13. BOSS / HOW MANY FRIENDS DO YOU HAVE? SECRETARY / 4.999 MY BOOS BOSS / WOWW! OUR COMPETITORS HAVE ONLY 999! BOSS / HOW LONG DID THIS TAKE? xplain.co Social media is dead. long live social media roi 22-Mar-11
  14. BOSS / HOW MANY FRIENDS DO YOU HAVE? SECRETARY / 4.999 MY BOOS BOSS / WOWW! OUR COMPETITORS HAVE ONLY 999! BOSS / HOW LONG DID THIS TAKE? SECRETARY / ONLY ONE MONTH MY BOSS! xplain.co Social media is dead. long live social media roi 22-Mar-11
  15. BOSS / HOW MANY FRIENDS DO YOU HAVE? SECRETARY / 4.999 MY BOOS BOSS / WOWW! OUR COMPETITORS HAVE ONLY 999! BOSS / HOW LONG DID THIS TAKE? SECRETARY / ONLY ONE MONTH MY BOSS! BOSS / CAN YOU CREATE AND RUN OUR CO’S PAGE? xplain.co Social media is dead. long live social media roi 22-Mar-11
  16. BOSS / HOW MANY FRIENDS DO YOU HAVE? SECRETARY / 4.999 MY BOOS BOSS / WOWW! OUR COMPETITORS HAVE ONLY 999! BOSS / HOW LONG DID THIS TAKE? SECRETARY / ONLY ONE MONTH MY BOSS! BOSS / CAN YOU CREATE AND RUN OUR CO’S PAGE? SECRETARY / YES MY BOSS! GIVE ME 5 MINUTES. the time it takes ! to start your FB Page! xplain.co Social media is dead. long live social media roi 22-Mar-11
  17. BUT HE HADN’T SEEN HER PERSONAL PAGE.. content   Her  sexy  photos  from     her  latest  vaca2ons   audience   97%  “hungry”  men   18-­‐35   xplain.co Social media is dead. long live social media roi 22-Mar-11
  18. a+er  6  months   THE RESULT xplain.co Social media is dead. long live social media roi 22-Mar-11
  19. 555 FANS/LIKERS content   audience   Bla,  Bla,  Bla,  Bla   Who  Knows?   Bla,  Bla,  Bla   Who  Cares?   xplain.co Social media is dead. long live social media roi 22-Mar-11
  20. facebook?  my  ass   NEXT TIME MARKETING MANAGER ASKED HIS BOSS TO INVEST €€€€ ON FACEBOOK MARKETING xplain.co Social media is dead. long live social media roi 22-Mar-11
  21. INVEST? xplain.co Social media is dead. long live social media roi 22-Mar-11
  22. INVESTMENT MEANS xplain.co Social media is dead. long live social media roi 22-Mar-11
  23. €$¥ xplain.co Social media is dead. long live social media roi 22-Mar-11
  24. ROI xplain.co Social media is dead. long live social media roi 22-Mar-11
  25. WHAT DOES IT MEAN ROI? xplain.co Social media is dead. long live social media roi 22-Mar-11
  26. it’s  recession  >me   RETURN ON INVESTMENT ROI  =  [GAIN  FROM  INVESTMENT  –  COST  OF  INVESTMENT]  /COST  OF  INVESTMENT     the formula! xplain.co Social media is dead. long live social media roi 22-Mar-11
  27. THE BASIC RULES OF ROI xplain.co Social media is dead. long live social media roi 22-Mar-11
  28. RULE#1 ROI IS A BUSINESS METRIC, NOT A MEDIA METRIC. RULE #2 ROI IS 100% MEDIA-AGNOSTIC. RULE #3 THE VALUES USED IN THE ROI EQUATION ARE NONVARIABLE. xplain.co Social media is dead. long live social media roi 22-Mar-11
  29. RULE#4 ROI STANDS FOR RETURN ON INVESTMENT. PERIOD. RULE #5 EVERY RESOURCE YOU ASSIGN TO A PROJECT HAS A VALUE. RULE #6 ROI CAN ONLY CALCULATED AFTER THE INVESTMENT HAS YIELD A RETURN. xplain.co Social media is dead. long live social media roi 22-Mar-11
  30. ROI IS BUSINESS MEASUREMENT, NOT ALCHEMY. IF YOUR EQUATION SHOWS A COST VALUE IN EUROS AND A GAIN VALUE EXPRESSED IN FACEBOOK LIKERS, YOU’RE IN TROUBLE. xplain.co Social media is dead. long live social media roi 22-Mar-11
  31. SOCIAL MEDIA IS NOT FREE xplain.co Social media is dead. long live social media roi 22-Mar-11
  32. EVERYTHING YOU PUT INTO A SOCIAL MEDIA PROGRAM HAS A COST ATTACHED TO IT xplain.co Social media is dead. long live social media roi 22-Mar-11
  33. INCLUDING SOCIAL MEDIA TO THE P&L WTF?   xplain.co Social media is dead. long live social media roi 22-Mar-11
  34. €€€€   €€€€   NONFINANCIAL   FINANCIAL   INVESTMENT   ACTION   REACTION   IMPACT   IMPACT   THIS  IS  VERY  IMPORTANT,  BUT  ROI  DOESN’T  LIVE  HERE.   THE INVESTMENT-RETURN RELATIONSHIP xplain.co Social media is dead. long live social media roi 22-Mar-11
  35. €€€€   €€€€   NONFINANCIAL   FINANCIAL   INVESTMENT   ACTION   REACTION   IMPACT   IMPACT   WELCOME TO ROI WORLD xplain.co Social media is dead. long live social media roi 22-Mar-11
  36. DARE TO CONNECT THEM? What  is  the  unit  of  measure  [the  currency  in  other  words]  of  inspira>on?  How  about   Innova>on?  Rela>onships,  even?     xplain.co Social media is dead. long live social media roi 22-Mar-11
  37. THE MAGIC WORD HERE IS: xplain.co Social media is dead. long live social media roi 22-Mar-11
  38. CORRELATION xplain.co Social media is dead. long live social media roi 22-Mar-11
  39. IS THERE AN EASY WAY? xplain.co Social media is dead. long live social media roi 22-Mar-11
  40. YES xplain.co Social media is dead. long live social media roi 22-Mar-11
  41. FIRST THINGS FIRST xplain.co Social media is dead. long live social media roi 22-Mar-11
  42. #1 ESTABLISH A BASELINE Start  of  Ac>vity   Start  of  SM  Program   Start  of  Campaign   Start  of  Measurement   Trend:  10%  Growth   xplain.co Social media is dead. long live social media roi 22-Mar-11
  43. #2 CREATE ACTIVITY TIMELINE 1     2   3   4   5   6   7   8   9   10   11   12   1st  Month   2nd  Month   ...   xplain.co Social media is dead. long live social media roi 22-Mar-11
  44. #3 MONITOR THE VOLUME OF MENTIONS Overall  Men>ons   Posi>ve  Men>ons   Nega>ve  Men>ons   1     2   3   4   5   6   7   8   9   10   11   12   Months   xplain.co Social media is dead. long live social media roi 22-Mar-11
  45. #4 MEASURE TRANSACTIONAL FORERUNNERS WHAT  YOU   MEASURE     WHAT  YOU  SHOULD   CAN  MEASURE   HERE   MEASURE   xplain.co Social media is dead. long live social media roi 22-Mar-11
  46. #5 LOOK AT TRANSACTIONAL DATA Sales  Revenue   xplain.co Social media is dead. long live social media roi 22-Mar-11
  47. #5 LOOK AT TRANSACTIONAL DATA Transac>ng  Customers   xplain.co Social media is dead. long live social media roi 22-Mar-11
  48. #6 OVERLAY ALL YOUR DATA [STEPS 1-5] ONTO A SINGLE TIMELINE ACTIVITIES   SOCIAL  DATA   WEB  DATA   160 160 160 140 140 140 120 120 120 100 100 100 80 80 80 60 60 60 40 40 40 20 20 20 0 0 0 Jan Apr Jul Oct Jan Jan Apr Jul Oct Jan Jan Apr Jul Oct Jan TRANSACTIONS   LOYALTY  METRICS   160 160 140 140 120 120 100 100 80 80 AND  MORE...   60 60 40 40 20 20 0 0 Jan Apr Jul Oct Jan Jan Apr Jul Oct Jan xplain.co Social media is dead. long live social media roi 22-Mar-11
  49. #7 LOOK FOR PATTERNS CORRELATIONS   160 140 120 100 80 60 40 20 0 Jan Apr Jul Oct Jan xplain.co Social media is dead. long live social media roi 22-Mar-11
  50. #8 PROVE & DISPROVE RELATIONSHIPS CORRELATIONS   160 140 Why?  Why  Not?   120 100 80 60 40 How  this  group   was  touched  by   20 SM  or  WoM?   0 Jan Apr Jul Oct Jan xplain.co Social media is dead. long live social media roi 22-Mar-11
  51. I NEED A PROVE xplain.co Social media is dead. long live social media roi 22-Mar-11
  52. GENERAL MILLS DAVID  WITT   Senior  Manager,     Brand  Public  Rela2ons,   General  Mills   xplain.co Social media is dead. long live social media roi 22-Mar-11
  53. WHAT WILL HAPPEN IF YOU DON’T NOT CARE ABOUT ROI? xplain.co Social media is dead. long live social media roi 22-Mar-11
  54. it’s  advocates  >me   RETURN ON IGNORANCE xplain.co Social media is dead. long live social media roi 22-Mar-11
  55. IGNORANCE : BRAND’S DEATH xplain.co Social media is dead. long live social media roi 22-Mar-11
  56. THANK YOU! xplain.co Social media is dead. long live social media roi 22-Mar-11
  57. LEARN MORE xplain.co Social media is dead. long live social media roi 22-Mar-11
  58. CONTACT US IF YOU CARE ABOUT YOUR SOCIAL MEDIA ROI +30  210  6395234   xplain.co   karagos@xplain.co      Cyprus    Bahrain    Greece    Romania    Switzerland   xplain.co Thanks  for  the  inspira>on:  James  Belasco,  Oliver  Blanchard,  Alexander  Osterwalder          
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