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Mike Schaffer, profile picture
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ROI of Social Media

Mike Schaffer is the social media and online marketing manager of an advertising agency that provides digital, branding, and design services. He discusses four truths about measuring return on investment (ROI) for social media: 1) ROI starts with having a clear strategy and goals; 2) choosing the right social media platforms to achieve those goals; 3) maintaining social media efforts requires consistent attention like maintaining a faucet; 4) choosing the proper metrics to measure ROI like website traffic and growth in social media followers. He also addresses common issues with social media like time commitment and offers solutions like using a content calendar for planning posts.

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SHOW ME THE MONEY
Who Are You?Mike SchafferSocial Media and Online Marketing ManagerBackground in Sports/Restaurant/Entertainment PRPR and Social Media BloggerAmong PR Pros on Twitter: Top 100, Top 30, #21 Most InfluentialTwitter: @mikeschaffer
…And What Do You Do? Advertising agency with digital, branding and design teams
Offices in Washington, DC; Nashville, TN (HQ); Hawaii
Agency in-house resources - Brand campaign development - Online advertising - Website development - Social media management - Photography and video production - Custom publications - Contact center - Chats, comments, calls and emails with client prospects
Our AgendaWhat is ROI for Social Media?
Four Truths About ROI
Solutions For Your Problems
Getting SocialIf You’re Tweeting This Session…My Twitter Name: @mikeschafferHashtag: #NRAMEG10
What is Social Media?Social media is a universe of online networks that allow people around the world to connect with each other every day.Each network has different audiences and features.“Social media…is a category of online media where people are talking, participating, sharing, networking, and bookmarking … [encouraging] discussion, feedback, voting, comments, and sharing of information from all interested parties.” – Ron Jones, Search Engine Watch 
Staggering Stats! Over 600 million people access social media sites daily. (laptops, desktops, mobile)
Facebook alone has over 200 million unique visitors every day.
People will spend 700 BILLION minutes per month on Facebook.
51% of active Twitter users follow companies, brands or products on social networks.
Over 68,000 Tweets per minute (via tweespeed.com 11 OCT 2010)
LinkedIn: Growing at roughly one new member per second.
24 hours of video are uploaded to YouTube every minute, and YouTube clocks 2 billion views per day.
70,000 new blogs go onto the web every day.Return on Investment
Types of Social Media ROI Sales
Online Network Growth
Customer Loyalty
Increased Traffic (foot and web)
Brand Affinity
Brand Engagement
PR/Marketing/Advertising SupportA Note About Network Size…“Quit counting fans, followers and blog subscribers like bottle caps. Think, instead, about what you’re hoping to achieve with and through the community that actually cares about what you’re doing.” – Amber Naslund, Social Media Today
Social Media: Not the “Silver Bullet”It is not the be-all and end-all of marketing in the year 2010 and beyond. Social media should: Be a part of your integrated marketing and communications plans Support your branding and advertising
Be supported by your branding and advertising