This document discusses ROI (return on investment) for social media and argues that ROI should not be the focus. It notes that thinking about business problems like decreasing costs, optimizing processes, and influencing consumer decisions is more important than social media campaigns or communication. The key takeaways are: focus on the business not social media; brands are built by their actions not communication; and create content worth sharing in the conversation network of the internet.

1. Een Social Media ROI van #DEEL/0! Whythere is no ROI onSocial Media.

2. Who’sthatguy?I’mJaap Trum, Hey.

3. WTF is ROI?

4. ROI is overhyped.

5. ROI is moeilijker gemaakt Dan het werkelijk is.

6. ROI is de verhoudingtussen omzet en investering.

7. ROI is ook maar een %.

8. #Deel/0? Klinkt ook wel overhyped. Klopt. I suck.

9. In 2009 Boondoggleempoweredyouth and broke every banner convention in the process.

10. In 2010 Boondoggleused a littleelephant as the ultimateleanmean conversion machine.

11. % 0 Social media budget.

12. Maar ik zag net social media in de presentatie! Dat klopt. Mensen deelden hun stuff op facebook, twitter, netlog en hyves. Er kwamen fanpages en naar verloop van tijd werden er managers ingehuurd om de gesprekken op gang te houden en te monitoren. Maar de nadruk lag niet op Social Media.

13. Er werd niet gestart uit een Social Media perspectief. They set out to solve a business problem.

14. Thinking business isnot: Askingyouragencyto create a viral. Creatinga branded page onFacebook. Doinga Social Media campaign. Doing“something” onTwitter. AnnoyingpeoplewithSocial Media Press releases. Doingsomecooltechnology shit *justbecauseyoucan*

15. Thinking business is Decreasingoperationalcost. Processoptimization/innovation. Uppingcustomerretentionrate. Uppingcustomersatisfaction. Owningthe Net Promoter Score. And eventually: Influencingthe consumerdecisionjourney.

16. Now, let’sthinkbusiness.

17. Old stuff: De verkooptrechter.Seriously, go kidyourselves.

18. ConsumerDecisionJourneyMcKinsey (onthoud dit!)

19. ConsumerDecisionJourneyMcKinsey

20. Consumer Decision JourneyMcKinsey

21. ConsumerDecisionJourneyMcKinsey

22. ConsumerDecisionJourneyMcKinsey

23. Beingremarkable.

24. “Ifyour product sucks, itjustsucks harder online.” - Scott Stratten

25. “Always deliver more thanexpected” - Larry Page

26. Ok, laten we hier ff snel doorheen gaan.

27. 1. The internet is a conversationnetwork.

28. 2. Customersout-conversatebrands and agencies, ALL the time.

29. 3. Brands shouldcreate stuff thatsworthy of a conversation: stuff worthsharing.

30. 4. Stuff worthsharingisn’tsomuchabout remarkablecommunication, let alone advertising. It is aboutactingremarkable.

31. Makinglifeeasier and better.

32. And please have somefunwhiledoing it.

33. Het is minder makkelijk dan het klinkt.

34. Het gaat verder dan communicerenHet gaat verder dan Social Media

35. If thinking business is Decreasingoperationalcost. Processoptimization/innovation. Uppingcustomerretentionrate. Uppingcustomersatisfaction. Owningthe Net Promoter Score. And eventually: Influencingthe consumerdecisionjourney.

36. You’llneed: A strong business focus. A smart ideainstead of a creativeidea Anengaging story instead of a campaign. Anextremelystrong belief in stuff worthsharing. Powerfultechnology to drive sharing. Otherways to coöperatebetweenbrands, agencies, PR and otherfirms. Metrics and analytics.

37. Ik heb een hoop verteld. Het meeste mag je vergeten. Maar, onthoud deze 3 dingen.

38. FuckSocial media, start from business.

39. Brands aren’t built bycommunication, butbywhattheyactuallydo.

40. The internet is a conversation network. Socreatestuff worth sharing.

41. I hope my story was worthsharing. Now, go create.