Social Media\'s ROI is Real and Measurable For B2B abd B2C Organisations


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Companies continue to squander their marketing and advertising budgets on outdated techniques, many of which now return negative ROI\'s! Social Media, when used correctly and effectively can transform your B2B or B2C business literally within weeks.

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Social Media\'s ROI is Real and Measurable For B2B abd B2C Organisations

  1. 1. Who Are Social Media Frontiers? Decision makers interested in Social Media your products Frontiers Ltd. Your Business & services on Social Media• We explore the internet to find and drive your ideal clients to you• We listen to what your target market wants, likes and dislikes and approach your potential clients with what they want• You become market leaders at interacting and managing your clients
  2. 2. • Our clients include:  FTSE 100 companies  World leading SME companies  Government agencies  Celebrities  Sports stars• Global client base:  Europe  Hong Kong  Singapore  Malaysia  US  New Zealand  Australia
  3. 3. Internet users2 billion worldwide 20% Affluent UnemployedHousewives Managers Employees 80% CEOs Students Entrepreneurs Using Social Media
  4. 4. Target Market Share Awareness Competition YOU SM EngagementCompetition YOU
  5. 5. Traditional Marketing Online and Offline VS Social Media Traditional marketing Quantity of Leads Traditional online marketing Quality Leads Social Media Target Leads (Passive Marketing) Traditional marketing Wait for customers to find Traditional online marketing your Ad or Business (Active Marketing) You can listen to 80% of the online users Social Media and bring the ones interested in your business to your door.
  6. 6. Its not all about how many Twitterfollowers and Facebook friends you have ! Its so much more….
  7. 7. Its about how many clients have chosen to be your Brands Advocates and how many of them are ACTIVE and not Passive followers
  8. 8. Centralized interaction on a personal level Customer Support @Peter @customer @companyname @Paul @customer @MariaAll the interaction @customercan be monitored @Thomasthrough one account
  9. 9. Listen RT RT The KEY is RT to find your Peter: Does RT target market anybody knows RT RT were I can find xxx? RT RT RTAnalyse and RT RT Engage RT RT @peter RT RT @company Have you had a RT RTSolve their look here? RT problem RT RT RT RT RT RT @company @company RT RT Customer Thanks great! Got it RT RT RT and Brand and it is exactly what I advocate needed RT RT RT RT @company RT RT RT RT RT RT RT
  10. 10. &
  11. 11. The Power of Branding and Recommendation
  12. 12. Professional Connections Linked to 17+ Million Professionals In 24 hours
  13. 13. Sales Pipeline of Social Media Listen to Community Leadership your market Mentions creation content Leadcapture Recommen Engage dation Mentions Share insides and transparency Product CRM information Call to action Deals CRM Engage Monitoring using statistics to control how much is too much and how much is too little
  14. 14. The Return On Investment of Social Media
  15. 15. The ROI of Social Media Number of followers Number of fansROI = Number of clicks Number of visits Number of views Number of friends
  16. 16. The ROI of Social Media EVERY SM GOAL CAN BE MEASURED • Brand Awareness (Value in £) • Google Ranking (Value in £) • Client Retention (Value in £) • Market Research Results (Value in £ of results gained) SM •Company = • • Centralized and personalized Customer Service Live personalized Customer Support Monitoring of Brand mentions • Monitoring of Customer preferences Goals • Monitoring of Customer feedback • Number of targeted leads • Cost avoidance for leads • Increase in Target Market influence • Viral marketing (Recommendation) • Increase in SalesValue in £ of each Goal = You need to have a value for each and this value will be different from each company
  17. 17. How to calculate the ROI of social media To calculate the ROI of an investment ROI = (return – investment) / investment *100 SM ROI = (SM return – SMinvestment) / investment *100 This total value of the return gain per SM strategyHow do you define the social media return? How do you attach a dollar value to the return?By calculating the result of each Strategy:What is the average value of each customer you gain back?What is the conversion rate in sales of making 1000 target people aware of your brand?What is the conversion rate of visits to your website?
  18. 18. Social Media Outcome ResultBrand Awareness 3%Google Ranking 4%Client Retention 2%Market Research Results 3%Customer Service 4%Live Customer Support 3%Brand mentions 4%Customer preferences 4%Customer feedback 3%Number of targeted leads 2%Cost avoidance for leads 4%Target Market influence 2%Recommendations 4%Sales 3%Overall ROI for Social Media 45%
  19. 19. When did Social Media emerge?
  20. 20. In 2011……….. Social Media = ?
  21. 21. It should be……..Social Media = Your Business
  22. 22. Twitter dictates your stock price!!
  23. 23. Importance of Social Media MentionsMeasure and control = Measure and controlmentions on Social Media Target Market Influence
  24. 24. Why Social Media is a MUST? KEY Benefits:• Ability to monitor conversations about your organisation• Ability to measure the frequency of the discussion about your brand• Ability to address negative mentioning• Identification of new product or service opportunities• Early warning of potential product or service issues• Better understanding of customers perceptions of your brand• Improved insights about your target markets• Improve customer retention
  25. 25. Why Social Media is a MUST? More KEY Benefits: • Your Social Media continues to grow all the time unlike one off payments for ads • Greater favourable perceptions of the brand • Client database growth • Ability to develop targeted marketing activities • Increase in new business • Google ranking domination • Reduced overall marketing expenses with much greater impact
  26. 26. …they rank on Social Networks than in Google Ranks
  27. 27. “90% of consumer trust peer recommendationOnly 10% trust advertisement”
  28. 28. What we do for clients*Due to privacy rights we can not show many of our clients results
  29. 29. INSTANT TARGETTED TRAFFIC19,500 clicks in 7 days 2009 11,419 clicks in 2.5 days with only 1 new account 2011
  30. 30. Social Media B2B Facts and Case Studies
  31. 31. In order to succeed in B2B social media, Companies must have the ability to create and amplify thoughtleadership content to keep high-level decision makers engaged and conversing on their brands differentiated value. The great thing about B2B social media is that … A single successful interactionwith a single person who influences a multi-million dollar deal can often justify social media investments
  32. 32. Social Media Marketing B2B Facts• 86% of B2B firms are using social media, compared to 82% of B2C• B2B advertising spend on social media and lead generation sites is forecast to grow at an annualized rate of 21% and 17% respectively to 2013.• Online accounted for 7% of the B2B marketing mix in 2008. This is set to reach 12% by 2013.• B2B marketing spending on social networking sites is predicted to rise 43.3%.• Forrester predicts B2B interactive marketing spending to reach $4.8 billion by 2014; almost double that estimated for 2009 ($2.3 billion).• B2B social media marketing spending will grow from just $11 million in 2009 to $54 million in 2014.• US business-to-business (B2B) advertising and marketing spending will increase by 0.8% this year, to $129 billion.
  33. 33. The debate over whether or not Social Media is appropriate for B2B marketing is not really a debate!86% of B2B firms are using social media, compared to 82% of B2C All marketing (whether B2C or B2B) targets Real People Real People are social They enjoy conversations and value authentic relationships
  34. 34. The Social Technographics of Business Buyers Some highlights from this research (start by looking at the right two columns): • 91% of these technology decision-makers were Spectators; the highest number Ive ever seen in a Social Technographics Profile. • This means you can count on the fact that your buyers are reading blogs, watching user generated video, and participating in other social media. • Note that 69% of them said they were using this technology for business purposes. • Only 5% are non-participants (Inactives). • 55% of these decision-makers were in social networks (Joiners); despite as mature businesspeople and not college students, youd think theyd be participating a lot less. • 43% are creating media (blogs, uploading videos or articles, etc.) and 58% are Critics, reacting to content they see in social formats. Again the numbers are very high compared to other groups weve surveyed, and again the level of participation for business purposes is also very high .
  35. 35. Read more about this here:
  36. 36. How Social Media Helped Cisco Shave$100,000 + Off a Product LaunchAs early as 2008, networking giant Cisco was well along in its social media evolution.Back then you could find the company on Facebook, Twitter and YouTube.Yet something was missing – the hard business case for social media.Like most companies, Cisco knew it was benefiting from social media,but it couldn’t prove it.The launch of a new router using only social media would providethe proof Cisco’s marketers were seeking.The results surprised even the social media enthusiasts. With this single project,the company shaved six figures off its launch expenses and set a new precedentfor future product launches.“It was classified as one of the top five launches in company history,”said LaSandra Brill, senior manager, global social media.“It was the crossing the chasm point for us in the adoption phase of social mediaand helped us get over the hump of internal acceptance.”
  37. 37. Social Media B2C Facts and Case Studies
  38. 38. Social Media Facts• 46% of micro business owners utilize social media• By 2012, half of the world’s Internet users, 1 billion people, will have a Facebook account• 46% of Internet users worldwide interact with social media on a daily basis, many of them are decision takers or business owners.• 25% of social media users are more likely to look into a brand advertising on social media• 15% of these users are more likely to purchase from social media advertisers• 38% of Small & Micro Businesses would use social media more if they had more time or a convenient management solution
  39. 39. Social Media Facts• $4.26 billion will be spent on social media marketing globally in 2011• 48% of Twitter users check their account at least once a day• 71% of Twitter users expect to receive marketing messages via the platform• 78.6% of consumers have joined a company’s community to get more information on the company
  40. 40. Social Media Changes How Businesses Are Run
  41. 41. How can you become involved?
  42. 42. Your Social Media Implementation Plan1. Start with your goals and strategies overall.2. Identify and listen to existing conversations.3. Know your audience; Are they local or worldwide? Which industry? What are their needs? Are they using social media? If they are, what social networks are they on? Are the employees on Social Media?4. Choose the right social media channel; not all social media channels are right for your business. This will depend on you knowing your audience and the type of industry they are in.5. Create a social media marketing plan; treat it as part of your traditional marketing plan, this might become the most effective part of your plan over the next years.
  43. 43. 6. Empower and encourage your internal organization to participate7. Create community; its not about followers, its about brand advocates. Its not about followers; its about active followers, its about people waiting for the information you share and following your lead.8. Choose the right content; create leadership content to keep high- level decision makers engaged9. Measure the results on all social media strategies you implement to invest more in the ones that bring the best results10. Reward your followers; You will get more coverage in the press and attention to stand out from the crowd.
  44. 44. What do we do?We have a variety of customizable service ranging from:• Social Media Marketing Management for B2B and B2C• Social Media Marketing Consultancy and Training• CRM through Social Media• Reputation Management• Market Research on Social Media• Mobile Marketing• Potential Clients Database building using Mobile Marketing and Social Media
  45. 45. Selection From Services Below:• Traffic generation to your website• Social Media Optimization (Google Ranking through Social Media)• Targeted growth of your Social Media• Improve customer retention and interaction• Implementation or Improvement of Customer Support in real time• Mobile Marketing implementation• Better understanding of customers perceptions of your brand• Potential Clients database growth• Ability to measure the frequency of the discussion about your brand• Address negative mentioning• Mobile App creation• Identification of new product or service opportunities• Early warning of potential product or service issues• Improved insights about your target markets• Greater favourable perceptions of the brand• Ability to develop targeted marketing activities• Increase in new business• Reduced overall marketing expenses with much greater impact
  46. 46. Social Media is growing rapidly; is your company growing with it?Interested in Social Media Solutions for your Business? SocialMediaFrontiers @SocialMediaF Phone : +44 (0) 1223 969 054 Fax :+44 (0) 1223 280 242 E Mail Website :