![DARE TO CONNECT THEM?
What
is
the
unit
of
measure
[the
currency
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of
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![#6 OVERLAY ALL YOUR DATA [STEPS 1-5]
ONTO A SINGLE TIMELINE
ACTIVITIES
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Social Media is Dead. Long Live Social Media ROI
- SOCIAL MEDIA IS DEAD LONG LIVE SOCIAL MEDIA ROI Stefanos Karagos | XPLAIN | March 2011 xplain.co
- DO U HAVE A FB PAGE? xplain.co Social media is dead. long live social media roi 22-Mar-11
- A TWITTER PAGE? xplain.co Social media is dead. long live social media roi 22-Mar-11
- A SOCIAL MEDIA TEAM? xplain.co Social media is dead. long live social media roi 22-Mar-11
- SO WHAT? xplain.co Social media is dead. long live social media roi 22-Mar-11
- 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
- THE LONG STORY / SHORT xplain.co Social media is dead. long live social media roi 22-Mar-11
- THE LONG STORY / SHORT xplain.co Social media is dead. long live social media roi 22-Mar-11
- 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
- THE DIALOG xplain.co Social media is dead. long live social media roi 22-Mar-11
- BOSS / HOW MANY FRIENDS DO YOU HAVE? xplain.co Social media is dead. long live social media roi 22-Mar-11
- 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
- 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
- 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
- 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
- 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
- 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
- a+er 6 months THE RESULT xplain.co Social media is dead. long live social media roi 22-Mar-11
- 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
- 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
- INVEST? xplain.co Social media is dead. long live social media roi 22-Mar-11
- INVESTMENT MEANS xplain.co Social media is dead. long live social media roi 22-Mar-11
- €$¥ xplain.co Social media is dead. long live social media roi 22-Mar-11
- ROI xplain.co Social media is dead. long live social media roi 22-Mar-11
- WHAT DOES IT MEAN ROI? xplain.co Social media is dead. long live social media roi 22-Mar-11
- 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
- THE BASIC RULES OF ROI xplain.co Social media is dead. long live social media roi 22-Mar-11
- 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
- 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
- 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
- SOCIAL MEDIA IS NOT FREE xplain.co Social media is dead. long live social media roi 22-Mar-11
- 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
- INCLUDING SOCIAL MEDIA TO THE P&L WTF? xplain.co Social media is dead. long live social media roi 22-Mar-11
- €€€€ €€€€ 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
- €€€€ €€€€ 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
- 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
- THE MAGIC WORD HERE IS: xplain.co Social media is dead. long live social media roi 22-Mar-11
- CORRELATION xplain.co Social media is dead. long live social media roi 22-Mar-11
- IS THERE AN EASY WAY? xplain.co Social media is dead. long live social media roi 22-Mar-11
- YES xplain.co Social media is dead. long live social media roi 22-Mar-11
- FIRST THINGS FIRST xplain.co Social media is dead. long live social media roi 22-Mar-11
- #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
- #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
- #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
- #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
- #5 LOOK AT TRANSACTIONAL DATA Sales Revenue xplain.co Social media is dead. long live social media roi 22-Mar-11
- #5 LOOK AT TRANSACTIONAL DATA Transac>ng Customers xplain.co Social media is dead. long live social media roi 22-Mar-11
- #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
- #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
- #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
- I NEED A PROVE xplain.co Social media is dead. long live social media roi 22-Mar-11
- 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
- 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
- it’s advocates >me RETURN ON IGNORANCE xplain.co Social media is dead. long live social media roi 22-Mar-11
- IGNORANCE : BRAND’S DEATH xplain.co Social media is dead. long live social media roi 22-Mar-11
- THANK YOU! xplain.co Social media is dead. long live social media roi 22-Mar-11
- LEARN MORE xplain.co Social media is dead. long live social media roi 22-Mar-11
- 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