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Social Marketing The Roi


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Social Marketing The Roi

  1. 1. Social Marketing: This ROI is Too Good to be True!<br />March 25th, 2009<br />
  2. 2. Before We Get Started…<br /><ul><li>Join the backchannel conversation during the Webinar at #socialroi
  3. 3. Presentations and Webinar recording will be archived and posted to our site later this week for you to download
  4. 4. A copy of the 2008 Social Marketing ROI and Benchmark Guide will be sent to you after the Webinar</li></li></ul><li>Today’s Topics<br />Branded Online Community Measurement<br />Kathy Warren, VP Account Planning, Powered<br />Results of the 2008 ROI Benchmark Study for Social Marketing Programs<br />Bill Harvey, President, TRA Global<br />Social Media: Why it Makes Sense and How I Prove it to Myself<br />Brian Halligan, Co-Founder and CEO, HubSpot<br />
  5. 5. Branded Online Community Measurement<br />Kathy Warren, VP Account Planning, Powered<br />
  6. 6. <ul><li>Social Marketing
  7. 7. Segment-focused communities</li></ul>Social movement creating opportunity across the Enterprise including high-potential for marketing<br />Planned as part of go-to-market strategy<br />Designed to drive:<br /><ul><li>Acquisition
  8. 8. Purchase consideration
  9. 9. Loyalty
  10. 10. Advocacy
  11. 11. Insight</li></ul>Long-term persistent strategy<br />
  12. 12. Three keys to branded online community success (and ability to measure)<br />Start with the audience segment & desired outcomes in mind, not ‘the message’ – it’s all about them<br />Give before you get - engage based on mutual INTERESTS first<br />Category second<br />Brand/products (not just the latter)<br />Listen and show that you heard<br />X<br />
  13. 13. Segment value drives critical mass & substantiates expansion<br />High<br />Pro Content<br />UGC<br />Research<br />Contribution<br />Low<br />time<br />community<br />brand<br />
  14. 14. Evolution from tactical to strategic planning<br />Business Outcomes & Actionable Insight<br />Reporting<br />
  15. 15. Social Marketing Transactional & Strategic ROI<br /><br />E-mail marketing<br />Paid Media<br />Viral/WOM<br />Total Visits<br />50% Engage<br />(in content & conversations)<br />Online Transactions<br />*Source: Averages across Powered communities CY2008<br />
  16. 16. Cumulative ROI of Social Marketing<br />Branded communities are persistent and drive ongoing return.<br />Based on typical results from Powered programs – results will vary by brand , benchmarks are established during 6-mo pilot. <br />*Online transactions are dependent on client tracking via web analytics. All other measures are tracked by Powered.<br />
  17. 17. Managing to actionable KPIs – through behavioral & primary research data<br />
  18. 18. Results of the 2008 ROI Benchmark Study for Social Marketing Programs<br />Bill Harvey, President TRA Global<br />
  19. 19. About This Study<br />Purpose of This Study<br />Equip the marketing community with the best information from which to create the most effective marketing programs in the immediate future.<br />Study Methodology<br />Self-reported consumer data collected via surveys<br />Surveys were collected approximately 6-8 weeks into experience<br />Midpoint values were used in analyzing responses regarding amount spent on purchases of relevant products<br />Sample Size = 112,183 completed surveys<br />
  20. 20. 2008 ROI Results<br />For 2008, Powered social marketing programs yielded a 60:1 ROI, a 10% increase from 2006.<br />The results would indicate that the longer the program is sustained, the higher the ROI achieved. <br />
  21. 21. 2008 ROI Comparison by Marketing Program<br />The Powered approach for social marketing programs has consistently outperformed the DMA and MMA ROI estimates for all of direct marketing and non-CPG mass media advertising for the past 3 years NCM has conducted this study. <br />Direct Marketing Association (DMA) 2005 Economic Impact Study, Peter A. Johnson, PH.D.,<br />MMA: “Finding The Other Half” by Erwin Ephron and Gerry Pollak, Ephron On Media website archive.<br />
  22. 22. 2008 Supplementary Findings<br />
  23. 23. Implications for Marketers<br />Give in order to get<br />Utilize a “soft sell” approach to marketing communications – inform, educate and help consumers<br />Provide the social marketing and Web experiences your <br /> customers value<br />Shift thinking away from short-term social media campaigns to long-term social marketing programs<br />
  24. 24. Social Media: <br />Why It Makes Sense & How I Prove It To Myself<br /> <br />
  25. 25. Page 19<br />Slide 19 of <br />
  26. 26. Page 20<br />Page 20<br />
  27. 27. Page 21<br />Social Media Visitors<br />
  28. 28. Slide 22 of <br />Social Media Visitor Analysis<br />Visitors<br />Prospects<br />Leads<br />Opps<br />Cust<br />
  29. 29. Page 23<br />Social Media “Reach”<br />Page 23<br />
  30. 30. Page 24<br />Thank you………<br />Page 24<br />
  31. 31. Questions?<br />Kathy Warren, VP Account Planning, Powered<br /><ul><li>
  32. 32. Facebook: Kathy Warren
  33. 33. E-mail:
  34. 34. Blog:</li></ul>Bill Harvey, President, TRA Global<br /><br /><br />Brian Halligan, Co-Founder and CEO, HubSpot<br /><ul><li>
  35. 35.</li>