The evolution of social media in the last decade has made it a key channel for marketing and customer engagement. But the big question often remains unanswered: What’s the ROI? Join in to understand the key factors that drive social ROI and discover a path to measuring what matters for your business.

1. Praval Singh
SENIOR PRODUCT MARKETING LEADER,
ZOHO
LONDON, UK ~ SEPTEMBER 5 - 6, 2018
DIGIMARCONEUROPE.COM | #DigiMarConEurope
DIGIMARCONUK.CO.UK | #DigiMarConUK
Social Media Marketing:
Beyond Likes, Shares, and
Cat Photos
KEYNOTE

2. What gets you excited about social media?

3. Over 800 Mn users something on every day.

4. 70% of teenagers trust influencers
more than traditional celebrities.

5. 74%percent of users say they use the
network to get their news.

7. Over 15% of internet traffic is cat-
related and CNN estimated that there could be
around 6.5 billion cat pictures on the
internet.
There are over 2 million cat videos on
alone.

8. But, what’s the ROI?

9. Now:
Product Marketing Guy at
Zoho since 2012
Then:
Cofounded a
Digital Agency in 2008
@Praval
praval@zohocorp.com

10. “If You Can't Measure It,
You Can't Improve It.”
Peter Drucker
Management Thinker

11. 44%
of CMOs say that they
haven’t been able to
measure the impact of
social media on their
business.

12. How many such stats have you seen before?

13. But
why
ROI?

14. It gets you
a
promotion.

17. It’s that
easy!

18. You
wish!
Photo courtesy: Blair Harkness

19. What’s the ROI of a newspaper ad?

20. What’s the ROI of these billboards?

21. What’s the ROI of a TV ad?

22. What’s the ROI of attending this event?

23. ROI means different things
to different people!

24. What’s the ROI of a guitar?

26. $250 million*
Eric Clapton
Recipient of
18 Grammy Awards
The only three-time inductee to the
Rock & Roll Hall of Fame
*Source: Celebrity Net Worth

28. …and that’s my guitar!
ROI?
Zero.

29. ROI means different things
to different people!

30. There’s no point talking about the ROI
before you’ve set an objective.

31. Strategy
+
Process
+
Tools
{A simple framework}

32. Start by asking yourself what you’re seeking to achieve.

33. The ROI of every social media activity, initiative, or
campaign you undertake is linked to the objective that
you started with.

34. Define objectives
&
Key Performance
Indicators (KPIs)

35. Awareness
Branding
Traffic
Impressions
Leads
Conversions

36. If objective == awareness;
KPIs = impressions and engagement,
If objective == website visits;
KPIs = link clicks, page views, and bounce
rate,
If objective == sales;
KPIs = leads, conversions, and revenue,

37. Align your social strategy
with your
objectives and KPIs

38. If objective == awareness;
do: Create value-based content and augment it by
optimising your social advertising strategy to get more
impressions
If objective == website visits;
do: Optimise your social campaigns for link clicks, and
not engagement!

39. Identify tools that are
your friends!

40. 1. Social tool that talks to your CRM
2. Google Analytics & UTM codes
3. Social pixels

41. Attribution is the key

42. Use a social tool that helps you attribute social media leads to sales.

43. Set up Google Analytics
and use UTM codes to
track the activity of
visitors coming to your
website from a specific
campaign, post, or ad.

44. Understand the demographics of your audience and track
the number of visitors who converted after viewing your
Facebook ad – whether or not they click on it.
Also identify your best performing ads!

45. Today, let’s flip the question!

46. What’s the cost of not having a
social strategy?

47. Happy sailing!

48. @praval
praval@zohocorp.com