Leveraging Analytics for      Social Media ROI Presentation for PAS – Dec 18, 2012Babar Bhatti • babar@mutualmind.com
About Me• Focus on Social media analytics and data mining• Background in E-business, Web 2.0, Analytics and Internet Techn...
Today’s Discussion                 3
Primer on ROI• Return on Investment – a financial measure• Why all the confusion?• Key trends in digital marketing are dri...
The ROI Infographic                  5
Framework: ROI Pyramid                     6
Framework: Balanced Scorecard                            7
McKinsey Framework                 8
ROI MeasurementSocial can deliver value for a variety of business purposes     Marketing Campaigns     Brand Awareness a...
Metrics for Social MarketingMetrics that Matter    Listening          Volume / Sources          Share of Voice         ...
Shopper Marketing                                 Touch Point   Monitor           Social CRM           Amplify            ...
Insights Dashboard                 12
Sentiments & ReachSentiments and Brand Reach                              13
Competitive IntelligenceMONITORING RESULTS FOR BRAND VS COMPETITION                                              FACEBOOK ...
ROI Calculator ExampleConfigurable, self-service online calculator                                                        ...
ROI Calculator Example                     16
Additional Resources• A list of key resources is included on the  next slide• For additional case studies, resources and  ...
Selected References1.  McKinsey & Company – Demystifying Social Media - 20122.  IBM Social Analytics – The Science Behind ...
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  • Serving over 60 brands, majority of them are Fortune 500 multinational corporations
  • White paper which provides details on various details
  • ROI is not the same as “any kind of results” – should not use the term without enough context and explanation
  • Summarizes the concepts presented in the white paper
  • Summarizes the concepts presented in the white paper
  • Summarizes the concepts presented in the white paper
  • Path to Purchase
  • Case Studies available
  • Are you using quantifiable metrics as much as possible?
  • You decide which metrics matter.
  • Selected references are listed below
  • ROI-presentation-PAS

    1. 1. Leveraging Analytics for Social Media ROI Presentation for PAS – Dec 18, 2012Babar Bhatti • babar@mutualmind.com
    2. 2. About Me• Focus on Social media analytics and data mining• Background in E-business, Web 2.0, Analytics and Internet Technologies• Co-founded MutualMind in 2009 - Angel-funded startup in Dallas MutualMind is a social media listening, analytics and engagement platform with an exclusive focus on OEM partners and agency/service providers. 2
    3. 3. Today’s Discussion 3
    4. 4. Primer on ROI• Return on Investment – a financial measure• Why all the confusion?• Key trends in digital marketing are driving the need for better measurement of ROI (and accountability!)  Age of the Customer  Paid, Owned and Earned media  Too much data and noise, non-standard approaches / lack of standards, attribution gaps and stand-alone products 4
    5. 5. The ROI Infographic 5
    6. 6. Framework: ROI Pyramid 6
    7. 7. Framework: Balanced Scorecard 7
    8. 8. McKinsey Framework 8
    9. 9. ROI MeasurementSocial can deliver value for a variety of business purposes  Marketing Campaigns  Brand Awareness and Word of Mouth  Competitive Intelligence  Customer Intelligence  Monitor Reputation (Early Warning System)  Product Feedback (Voice of consumer)  Market Research  Customer Service  Sales (Lead Generation)POST: People, Objective, Strategy, Technology. 9
    10. 10. Metrics for Social MarketingMetrics that Matter  Listening  Volume / Sources  Share of Voice  Topics  Sentiments  Reach and Influence  Audience segmentation  Reach / impressions  Engagement  Reactions – Likes, shares  Content marketing  Sales Impact 10
    11. 11. Shopper Marketing Touch Point Monitor Social CRM Amplify Lead Consider InsightsShopper Lifecycle Intelligence • SOV Interactions Evaluate • Sentiments •Responses • Trends •Engagement Word-of-Mouth •Customer Service •Authentic Reach Buy •Authentic Influence •Resonance Change in: Experience • Brand awareness and sentiment • Consumer behavior • Business outcome Advocate Bond Digital and In-store Social Intelligence for Brands & Retailers 11
    12. 12. Insights Dashboard 12
    13. 13. Sentiments & ReachSentiments and Brand Reach 13
    14. 14. Competitive IntelligenceMONITORING RESULTS FOR BRAND VS COMPETITION FACEBOOK PERFORMANCE COMPARISON 14
    15. 15. ROI Calculator ExampleConfigurable, self-service online calculator 15
    16. 16. ROI Calculator Example 16
    17. 17. Additional Resources• A list of key resources is included on the next slide• For additional case studies, resources and questions, please connect with me:  babar@mutualmind.com  @thebabar  www.linkedin.com/in/bbhatti 17
    18. 18. Selected References1. McKinsey & Company – Demystifying Social Media - 20122. IBM Social Analytics – The Science Behind Social Media Marketing - 20103. Altimeter Group – Social Media ROI Cookbook - 20124. Forrester Research – The ROI of Social Media Marketing - 20105. Forrester 2012 – The ROI of Social Marketing6. Sloan Management Review – Increasing the ROI of Social Media Marketing – Fall 20127. Sloan Management Review – Can You Measure the ROI of Your Social Media Marketing? – Fall 20108. IBM Institute for Business Value Executive Report: Analytics, the New Path to Value – October 20109. MutualMind Blog (White paper, Infographic)10. John Lovett - Social Media Metrics Secrets - John Wiley and Sons - 201211. Olivier Blanchard – Social Media ROI – John Wiley and Sons - 2011 18

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