Leveraging Analytics for Social Media ROI presented methods for measuring return on investment (ROI) from social media. It discussed frameworks like the ROI pyramid and balanced scorecard for evaluating ROI. Key metrics for social marketing ROI include listening metrics like volume, share of voice and sentiment as well as reach, engagement and sales impact. Additional resources on social media analytics and ROI measurement were also provided.
Ron j.is social media the new direct marketing - 3 march 2011 -- final.pptdmadetroit
During dmaDetroit's 15th Annual AIMS event, Ron Jacobs, President of Jacobs and Clevenger presented on: "Is Social Media the new Direct Marketing"
This is his presentation.
This presentation provides an in-depth look at why people, rather than product, should be driving your retail enterprise. It focuses on why traditional, product-oriented retailing with ERP at its core is not aligned with a customer-centric approach, and offers insight on how powering your business with CRM will transform it into a true people-driven organization.
This is the presentation I gave as a webinar for SmartInsights annual Marketing Priorities BrightTalk summit, 11 January 2013. In it I discuss how B2B marketers need to master the basics before investing time and effort in promotion, driving traffic and building community. The webinar is available on Bright Talk here https://www.brighttalk.com/webcast/8551/63869
Ron j.is social media the new direct marketing - 3 march 2011 -- final.pptdmadetroit
During dmaDetroit's 15th Annual AIMS event, Ron Jacobs, President of Jacobs and Clevenger presented on: "Is Social Media the new Direct Marketing"
This is his presentation.
This presentation provides an in-depth look at why people, rather than product, should be driving your retail enterprise. It focuses on why traditional, product-oriented retailing with ERP at its core is not aligned with a customer-centric approach, and offers insight on how powering your business with CRM will transform it into a true people-driven organization.
This is the presentation I gave as a webinar for SmartInsights annual Marketing Priorities BrightTalk summit, 11 January 2013. In it I discuss how B2B marketers need to master the basics before investing time and effort in promotion, driving traffic and building community. The webinar is available on Bright Talk here https://www.brighttalk.com/webcast/8551/63869
Various Marketing Models: The SCOPE Planning Model, The Marketing Hourglass, The Brand Engagement Cycle, Basic Model of Ecommerce Design, Content Channels, The VAULT CRM Model, The Risk - Reward Matrix
Presented by Joel Don, Comm Strategies, at the 7th Annual Marketing & Sales Summit
The marketing and public relations industry continues to focus on developing solutions to meet the challenge of delivering valid program measurement and proof of ROI. Prior to social media, professionals relied on totaling column inches, estimating media impressions, counting mentions, eyeballs and visits, and proffering the highly controversial (and mostly discounted) advertising equivalency values. These approaches will continue to wane with the ongoing disruption of traditional media channels. The new media revolution coupled with the rapid growth of social platforms, tools and services (many at little or no cost) have ushered a new set of metrics into the ROI equation.
The presentation will review current thinking on measurement, and examine options and challenges to delivering valid social media ROI. From a budget perspective, analytical tools that are low cost or free will be compared to full-blown paid services such as Radian6 and Sysomos. The objective of the presentation is to enable marketing and communications professionals to implement measurement systems or approaches that can help an organization better understand how social media tools and strategies deliver results to the business bottom line. Examples will be offered from well-document ROI cases from large, recognized brands. Perhaps more important, the presentation will cover how lesser known small and medium-sized businesses can scale social media ROI to justify the implementation of customer engagement and conversation strategies.
More info: http://marketingsalessummit.com/social-media-roi-piecing-together-the-measurement-conundrum/
Shopper marketing insights for retailers webinarJanet Jaiswal
Describes customer insights that marketers can use to address the challenges they face in the age of the empowered customer. contains examples of how leading retail companies are using customer big data analytics to create more personalized engagement with their customers and increase conversion rates and customer loyalty.
How do data collection and management influence your efficiency and profit?Stephane Amarsy (Inbox)
For whose who couldn't attend to the conference "Fashion Retail & Distribution" organized by BBCG in Moscow - How clever retailers are improving their profit through loyalty?
By Vincent Lootens from Inbox
The is presentation was delivered at the Online Community Engagement conference in Sydney on 1 Nov 2012. I picked the dense topic of data, analytics and reporting and how it is critical in the social business journey. How it should/can be used to build compelling business cases.
Proximity BBDO Sweden presents: Digital Day 2011, Feb 10.
NICK ORSMAN
ROI and Social Media -- why are companies investing in social media, how do companies measure their investment and what are some of the best examples of using social media to meet marketing objectives.
The presentation can be seen:
http://www.youtube.com/watch?v=Z9TBeCVjReM
Get to know Proximity BBDO Sweden here:
http://www.facebook.com/ProximityBBDOSweden
http://www.proximity.se
In this webinar Julie Cleeland Nicholls, Adobe’s Director of Communications, Asia-Pacific, shares her recipe for success in managing and executing Adobe’s social media strategies.
This is a unique opportunity to uncover key tricks and tools from the corporate sector to help you improve your organisation’s not for profit social media presence.
To view the recording please visit: https://www.blackbaud.com.au/notforprofit-events/webinars/past
Where social media is today. Where it's headed. What is HOLDING brands/biz back. Includes a social media maturity framework for digital strategists.
If you download - please add a comment.
Laurie Dillon-Schalk's keynote for IBM's Retail Fall Showcase on Nov. 2nd, 2011
Learn best practices for developing integrated multichannel marketing campaigns using social media, email, creative design and direct mail. Integrating these channels into the marketing mix will produce meaningful results that will keep your customers coming back for more.
Various Marketing Models: The SCOPE Planning Model, The Marketing Hourglass, The Brand Engagement Cycle, Basic Model of Ecommerce Design, Content Channels, The VAULT CRM Model, The Risk - Reward Matrix
Presented by Joel Don, Comm Strategies, at the 7th Annual Marketing & Sales Summit
The marketing and public relations industry continues to focus on developing solutions to meet the challenge of delivering valid program measurement and proof of ROI. Prior to social media, professionals relied on totaling column inches, estimating media impressions, counting mentions, eyeballs and visits, and proffering the highly controversial (and mostly discounted) advertising equivalency values. These approaches will continue to wane with the ongoing disruption of traditional media channels. The new media revolution coupled with the rapid growth of social platforms, tools and services (many at little or no cost) have ushered a new set of metrics into the ROI equation.
The presentation will review current thinking on measurement, and examine options and challenges to delivering valid social media ROI. From a budget perspective, analytical tools that are low cost or free will be compared to full-blown paid services such as Radian6 and Sysomos. The objective of the presentation is to enable marketing and communications professionals to implement measurement systems or approaches that can help an organization better understand how social media tools and strategies deliver results to the business bottom line. Examples will be offered from well-document ROI cases from large, recognized brands. Perhaps more important, the presentation will cover how lesser known small and medium-sized businesses can scale social media ROI to justify the implementation of customer engagement and conversation strategies.
More info: http://marketingsalessummit.com/social-media-roi-piecing-together-the-measurement-conundrum/
Shopper marketing insights for retailers webinarJanet Jaiswal
Describes customer insights that marketers can use to address the challenges they face in the age of the empowered customer. contains examples of how leading retail companies are using customer big data analytics to create more personalized engagement with their customers and increase conversion rates and customer loyalty.
How do data collection and management influence your efficiency and profit?Stephane Amarsy (Inbox)
For whose who couldn't attend to the conference "Fashion Retail & Distribution" organized by BBCG in Moscow - How clever retailers are improving their profit through loyalty?
By Vincent Lootens from Inbox
The is presentation was delivered at the Online Community Engagement conference in Sydney on 1 Nov 2012. I picked the dense topic of data, analytics and reporting and how it is critical in the social business journey. How it should/can be used to build compelling business cases.
Proximity BBDO Sweden presents: Digital Day 2011, Feb 10.
NICK ORSMAN
ROI and Social Media -- why are companies investing in social media, how do companies measure their investment and what are some of the best examples of using social media to meet marketing objectives.
The presentation can be seen:
http://www.youtube.com/watch?v=Z9TBeCVjReM
Get to know Proximity BBDO Sweden here:
http://www.facebook.com/ProximityBBDOSweden
http://www.proximity.se
In this webinar Julie Cleeland Nicholls, Adobe’s Director of Communications, Asia-Pacific, shares her recipe for success in managing and executing Adobe’s social media strategies.
This is a unique opportunity to uncover key tricks and tools from the corporate sector to help you improve your organisation’s not for profit social media presence.
To view the recording please visit: https://www.blackbaud.com.au/notforprofit-events/webinars/past
Where social media is today. Where it's headed. What is HOLDING brands/biz back. Includes a social media maturity framework for digital strategists.
If you download - please add a comment.
Laurie Dillon-Schalk's keynote for IBM's Retail Fall Showcase on Nov. 2nd, 2011
Learn best practices for developing integrated multichannel marketing campaigns using social media, email, creative design and direct mail. Integrating these channels into the marketing mix will produce meaningful results that will keep your customers coming back for more.
Taking your program global will increase the depth and breadth of your reference offerings, and will accelerate the sales cycle by influencing customers through the use of relevant third-party validation.
Five keys to extending your reach:
Understand the business etiquette.
Understand the culture.
Understand the importance of group and social hierarchies.
Build strong business relationships
Comply with regional privacy laws.
A look at how organizations can use social listening and analysis as input into their social media and business strategies. Shares case studies, use cases, and processes.
Within the last few years Social Media Marketing has continued to grow exponentially. While participating in social media used to be optional, it has now become a key channel for business to engage their consumers in. Connie Bensen explores 8 key areas where brands can harness social media marketing.
This webcast covered covered the key areas to review when developing a digital strategy for B2B Marketing to support the *Brilliant B2B Marketing Guide*.
Super Bowl Emotions - a social media study by MutualMindMutualMind
The next in our MindMeld study series, this study reviews social posts describing the commercials running during the Super Bowl, and viewers' emotional reactions to them. Who won the evening? Who was talked about the most? Which ad made viewers cry, laugh or get mad? Find out the answers to all of those questions - and more - here.
MutualMind White Paper: Social Media ROIMutualMind
CEO and CMO's guide to social media ROI. This white paper provides a)overview of thought leadership on the topic social media ROI, b)shows how listening & engagement leads to ROI and c) provides recommendations on how to maximize impact of social media on your business
1. Leveraging Analytics for
Social Media ROI
Presentation for PAS – Dec 18, 2012
Babar Bhatti • babar@mutualmind.com
2. About Me
• Focus on Social media analytics and data mining
• Background in E-business, Web 2.0, Analytics and Internet Technologies
• Co-founded MutualMind in 2009 - Angel-funded startup in Dallas
MutualMind is a social media listening, analytics and
engagement platform with an exclusive focus on OEM
partners and agency/service providers.
2
4. Primer on ROI
• Return on Investment – a financial measure
• Why all the confusion?
• Key trends in digital marketing are driving the need for
better measurement of ROI (and accountability!)
Age of the Customer
Paid, Owned and Earned media
Too much data and noise, non-standard approaches /
lack of standards, attribution gaps and stand-alone
products
4
9. ROI Measurement
Social can deliver value for a variety of business purposes
Marketing Campaigns
Brand Awareness and Word of Mouth
Competitive Intelligence
Customer Intelligence
Monitor Reputation (Early Warning System)
Product Feedback (Voice of consumer)
Market Research
Customer Service
Sales (Lead Generation)
POST: People, Objective, Strategy, Technology.
9
10. Metrics for Social Marketing
Metrics that Matter
Listening
Volume / Sources
Share of Voice
Topics
Sentiments
Reach and Influence
Audience segmentation
Reach / impressions
Engagement
Reactions – Likes, shares
Content marketing
Sales Impact
10
11. Shopper Marketing
Touch Point Monitor Social CRM Amplify Lead
Consider
Insights
Shopper Lifecycle Intelligence
• SOV Interactions
Evaluate • Sentiments •Responses
• Trends •Engagement Word-of-Mouth
•Customer Service •Authentic Reach
Buy •Authentic Influence
•Resonance
Change in:
Experience • Brand awareness and
sentiment
• Consumer behavior
• Business outcome
Advocate
Bond
Digital and In-store Social Intelligence for Brands & Retailers
11
17. Additional Resources
• A list of key resources is included on the
next slide
• For additional case studies, resources and
questions, please connect with me:
babar@mutualmind.com
@thebabar
www.linkedin.com/in/bbhatti
17
18. Selected References
1. McKinsey & Company – Demystifying Social Media - 2012
2. IBM Social Analytics – The Science Behind Social Media Marketing -
2010
3. Altimeter Group – Social Media ROI Cookbook - 2012
4. Forrester Research – The ROI of Social Media Marketing - 2010
5. Forrester 2012 – The ROI of Social Marketing
6. Sloan Management Review – Increasing the ROI of Social Media
Marketing – Fall 2012
7. Sloan Management Review – Can You Measure the ROI of Your Social
Media Marketing? – Fall 2010
8. IBM Institute for Business Value Executive Report: Analytics, the New
Path to Value – October 2010
9. MutualMind Blog (White paper, Infographic)
10. John Lovett - Social Media Metrics Secrets - John Wiley and Sons -
2012
11. Olivier Blanchard – Social Media ROI – John Wiley and Sons - 2011
18
Editor's Notes
Serving over 60 brands, majority of them are Fortune 500 multinational corporations
White paper which provides details on various details
ROI is not the same as “any kind of results” – should not use the term without enough context and explanation
Summarizes the concepts presented in the white paper
Summarizes the concepts presented in the white paper
Summarizes the concepts presented in the white paper
Path to Purchase
Case Studies available
Are you using quantifiable metrics as much as possible?