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ROI and Social Media Marketing

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ROI and Social Media Marketing

  1. 1. SOCIAL<br />MEDIA<br />MARKETING<br />ROI<br />AND<br />RULES FOR CREATING CEO FRIENDLY SOCIAL MEDIA CAMPAIGNS<br />BY REX FREIBERGER<br />
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  5. 5. RETURN ON INVESTMENT<br />ROI = [GAINFROMINVESTMENT – COST OF INVESTMENT] /COST OF INVESTMENT<br />
  6. 6. RETURN ON OBJECTIVES<br />
  7. 7. Question: What internal social strategy objectives will you focus most on in 2011?<br />In the survey, Altimeter Group asked 140 corporate social strategists about their 2011 planning.<br />
  8. 8. Question: What measurements are most important to evaluating the success of your program?<br />In the survey, Altimeter Group asked 140 corporate social strategists about their 2011 planning.<br />
  9. 9. An increase in search rankings is NOT a financial metric<br />An increase in Facebook Likes is NOT a financial metric<br />An increase in positive opinion is NOT a financial metric<br />
  10. 10. Website Blog<br /><ul><li>10 leads per month via Contact Us after landing on the blog
  11. 11. 10% of leads become clients
  12. 12. 1 new client/month
  13. 13. Average client value is $15,000 = $15,000/month revenue</li></ul>ROI ALWAYS IS:<br />Revenue minus<br />Investment/investment<br />15,000-2,300/2,300<br />ROI = 552%<br /><ul><li>60 hours per month to create
  14. 14. Avg staff salary + benefits = $60,000
  15. 15. $60,000/2000 hours = $30 per hour
  16. 16. + $500 per month in design</li></ul> Costs = $2,300 per month investment<br />
  17. 17. $$$<br />$$$<br />WELCOME TO<br />ROI WORLD<br />
  18. 18. DARE<br />TO<br />CONNECT<br />THEM?<br />WHAT IS THE UNIT OF MEASURE [THE CURRENCY IN OTHER WORDS] OF INSPIRATION? HOW ABOUT INNOVATION? RELATIONSHIPS, EVEN?<br />
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  20. 20. CORRELATION<br />
  21. 21. Step #1 Establish a Baseline <br />Start of Activity<br />Start of Social Media Program<br />Start of Campaign<br />Start of Measurement<br />Trend: 10% Growth<br />
  22. 22. Step #2 Create Activity Timeline<br />
  23. 23. Step #3 Monitor Brand Mentions<br />
  24. 24. Use Google Insights/Trends for search data<br />
  25. 25. Step #4 Look at Transactional Data and Sales<br />Sales Revenue<br />
  26. 26. Step #5 Overlay Data onto Single Timeline<br />
  27. 27. Step #6 Look for Patterns<br />
  28. 28. Source: David Witt, Senior Manager, Brand Public Relations, General Mills<br />
  29. 29. CONTACT<br />REXFLAY@GMAIL.COM<br />@REXFREIBERGER<br />WWW.REXFREIBERGER.COM<br />

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