Social Media no es gratis

1. xplain.co
SOCIAL MEDIA
IS DEAD
LONG LIVE
SOCIAL MEDIA ROI
Stefanos
Karagos
|
XPLAIN
|
March
2011

2. xplain.co
DO U HAVE A FB PAGE?
22-Mar-11Social media is dead. long live social media roi

3. xplain.co
A TWITTER PAGE?
22-Mar-11Social media is dead. long live social media roi

4. xplain.co
A SOCIAL MEDIA TEAM?
22-Mar-11Social media is dead. long live social media roi

5. xplain.co
SO WHAT?
22-Mar-11Social media is dead. long live social media roi

6. xplain.co
IT’S DEJA VU
22-Mar-11Social media is dead. long live social media roi
Our
compe>tors
have
a
FB
Page
Let’s
go
Social
too
Has
Legal
seen
this?
Is
this
Working?
Let’s
put
our
TVCs
on
YouTube!

7. xplain.co
THE LONG STORY / SHORT
22-Mar-11Social media is dead. long live social media roi

8. xplain.co
THE LONG STORY / SHORT
22-Mar-11Social media is dead. long live social media roi

9. xplain.co
10:00 AM @ OFFICE
THE SCENE / BOSS IS ENTERING THE OFFICE
BOSS / SEES HIS SECRETARY SURFING IN FACEBOOK
22-Mar-11Social media is dead. long live social media roi

10. xplain.co
THE DIALOG
22-Mar-11Social media is dead. long live social media roi

11. xplain.co
BOSS / HOW MANY FRIENDS DO YOU HAVE?
22-Mar-11Social media is dead. long live social media roi

12. xplain.co
BOSS / HOW MANY FRIENDS DO YOU HAVE?
SECRETARY / 4.999 MY BOSS
22-Mar-11Social media is dead. long live social media roi

13. xplain.co
BOSS / HOW MANY FRIENDS DO YOU HAVE?
SECRETARY / 4.999 MY BOOS
BOSS / WOWW! OUR COMPETITORS HAVE ONLY 999!
BOSS / HOW LONG DID THIS TAKE?
22-Mar-11Social media is dead. long live social media roi

14. xplain.co
BOSS / HOW MANY FRIENDS DO YOU HAVE?
SECRETARY / 4.999 MY BOOS
BOSS / WOWW! OUR COMPETITORS HAVE ONLY 999!
BOSS / HOW LONG DID THIS TAKE?
SECRETARY / ONLY ONE MONTH MY BOSS!
22-Mar-11Social media is dead. long live social media roi

15. xplain.co
BOSS / HOW MANY FRIENDS DO YOU HAVE?
SECRETARY / 4.999 MY BOOS
BOSS / WOWW! OUR COMPETITORS HAVE ONLY 999!
BOSS / HOW LONG DID THIS TAKE?
SECRETARY / ONLY ONE MONTH MY BOSS!
BOSS / CAN YOU CREATE AND RUN OUR CO’S PAGE?
22-Mar-11Social media is dead. long live social media roi

16. xplain.co
BOSS / HOW MANY FRIENDS DO YOU HAVE?
SECRETARY / 4.999 MY BOOS
BOSS / WOWW! OUR COMPETITORS HAVE ONLY 999!
BOSS / HOW LONG DID THIS TAKE?
SECRETARY / ONLY ONE MONTH MY BOSS!
BOSS / CAN YOU CREATE AND RUN OUR CO’S PAGE?
SECRETARY / YES MY BOSS! GIVE ME 5 MINUTES.
22-Mar-11Social media is dead. long live social media roi
the time it takes !
to start your FB Page!

17. xplain.co
BUT HE HADN’T SEEN HER PERSONAL PAGE..
22-Mar-11Social media is dead. long live social media roi
Her
sexy
photos
from
her
latest
vaca2ons
97%
“hungry”
men
18-­‐35
content
audience

18. xplain.co
THE RESULT
22-Mar-11Social media is dead. long live social media roi
a+er
6
months

19. xplain.co 22-Mar-11Social media is dead. long live social media roi
555 FANS/LIKERS
Bla,
Bla,
Bla,
Bla
Bla,
Bla,
Bla
Who
Knows?
Who
Cares?
content
audience

20. xplain.co 22-Mar-11Social media is dead. long live social media roi
facebook?
my
ass
NEXT TIME
MARKETING
MANAGER ASKED HIS
BOSS TO INVEST
€€€€ ON FACEBOOK
MARKETING

21. xplain.co
INVEST?
22-Mar-11Social media is dead. long live social media roi

22. xplain.co
INVESTMENT MEANS
22-Mar-11Social media is dead. long live social media roi

23. xplain.co
€$¥22-Mar-11Social media is dead. long live social media roi

24. xplain.co
ROI 22-Mar-11Social media is dead. long live social media roi

25. xplain.co
WHAT DOES IT MEAN ROI?
22-Mar-11Social media is dead. long live social media roi

26. xplain.co
RETURN ON INVESTMENT
22-Mar-11Social media is dead. long live social media roi
ROI
=
[GAIN
FROM
INVESTMENT
–
COST
OF
INVESTMENT]
/COST
OF
INVESTMENT
the formula!
it’s
recession
>me

27. xplain.co
THE BASIC RULES OF ROI
22-Mar-11Social media is dead. long live social media roi

28. xplain.co 22-Mar-11Social media is dead. long live social media roi
RULE#1
ROI IS A BUSINESS METRIC, NOT A MEDIA METRIC.
RULE #2
ROI IS 100% MEDIA-AGNOSTIC.
RULE #3
THE VALUES USED IN THE ROI EQUATION ARE
NONVARIABLE.

29. xplain.co 22-Mar-11Social media is dead. long live social media roi
RULE#4
ROI STANDS FOR RETURN ON INVESTMENT. PERIOD.
RULE #5
EVERY RESOURCE YOU ASSIGN TO A PROJECT HAS A
VALUE.
RULE #6
ROI CAN ONLY CALCULATED AFTER THE INVESTMENT
HAS YIELD A RETURN.

30. xplain.co 22-Mar-11Social media is dead. long live social media roi
ROI IS BUSINESS MEASUREMENT, NOT ALCHEMY.
IF YOUR EQUATION SHOWS A COST VALUE IN EUROS
AND A GAIN VALUE EXPRESSED IN FACEBOOK
LIKERS, YOU’RE IN TROUBLE.

31. xplain.co
SOCIAL MEDIA IS NOT FREE
22-Mar-11Social media is dead. long live social media roi

32. xplain.co
EVERYTHING YOU PUT INTO
A SOCIAL MEDIA PROGRAM
HAS A COST ATTACHED TO IT
22-Mar-11Social media is dead. long live social media roi

33. xplain.co
INCLUDING SOCIAL MEDIA
TO THE P&L
22-Mar-11Social media is dead. long live social media roi
WTF?

34. xplain.co 22-Mar-11Social media is dead. long live social media roi
THE INVESTMENT-RETURN RELATIONSHIP
INVESTMENT
ACTION
REACTION
NONFINANCIAL
IMPACT
FINANCIAL
IMPACT
€€€€
€€€€
THIS
IS
VERY
IMPORTANT,
BUT
ROI
DOESN’T
LIVE
HERE.

35. xplain.co 22-Mar-11Social media is dead. long live social media roi
INVESTMENT
ACTION
REACTION
NONFINANCIAL
IMPACT
FINANCIAL
IMPACT
€€€€
€€€€
WELCOME TO ROI WORLD

36. xplain.co
DARE TO CONNECT THEM?
22-Mar-11Social media is dead. long live social media roi
What
is
the
unit
of
measure
[the
currency
in
other
words]
of
inspira>on?
How
about
Innova>on?
Rela>onships,
even?

37. xplain.co
THE MAGIC WORD HERE IS:
22-Mar-11Social media is dead. long live social media roi

38. xplain.co
CORRELATION
22-Mar-11Social media is dead. long live social media roi

39. xplain.co
IS THERE AN EASY WAY?
22-Mar-11Social media is dead. long live social media roi

40. xplain.co
YES
22-Mar-11Social media is dead. long live social media roi

41. xplain.co
FIRST THINGS FIRST
22-Mar-11Social media is dead. long live social media roi

42. xplain.co
#1 ESTABLISH A BASELINE
22-Mar-11Social media is dead. long live social media roi
Trend:
10%
Growth
Start
of
Ac>vity
Start
of
SM
Program
Start
of
Campaign
Start
of
Measurement

43. xplain.co
#2 CREATE ACTIVITY TIMELINE
22-Mar-11Social media is dead. long live social media roi
1
2
3
4
5
6
7
8
9
10
11
12
1st
Month
2nd
Month
...

44. xplain.co
#3 MONITOR THE VOLUME OF MENTIONS
22-Mar-11Social media is dead. long live social media roi
1
2
3
4
5
6
7
8
9
10
11
12
Months
Nega>ve
Men>ons
Posi>ve
Men>ons
Overall
Men>ons

45. xplain.co
#4 MEASURE TRANSACTIONAL FORERUNNERS
22-Mar-11Social media is dead. long live social media roi
WHAT
YOU
CAN
MEASURE
WHAT
YOU
SHOULD
MEASURE
MEASURE
HERE

46. xplain.co
#5 LOOK AT TRANSACTIONAL DATA
22-Mar-11Social media is dead. long live social media roi
Sales
Revenue

47. xplain.co
#5 LOOK AT TRANSACTIONAL DATA
22-Mar-11Social media is dead. long live social media roi
Transac>ng
Customers

48. xplain.co
#6 OVERLAY ALL YOUR DATA [STEPS 1-5]
ONTO A SINGLE TIMELINE
22-Mar-11Social media is dead. long live social media roi
0
20
40
60
80
100
120
140
160
Jan Apr Jul Oct Jan
ACTIVITIES
0
20
40
60
80
100
120
140
160
Jan Apr Jul Oct JanSOCIAL
DATA
0
20
40
60
80
100
120
140
160
Jan Apr Jul Oct Jan
TRANSACTIONS
0
20
40
60
80
100
120
140
160
Jan Apr Jul Oct Jan
WEB
DATA
0
20
40
60
80
100
120
140
160
Jan Apr Jul Oct Jan
LOYALTY
METRICS
AND
MORE...

49. xplain.co
#7 LOOK FOR PATTERNS
22-Mar-11Social media is dead. long live social media roi
0
20
40
60
80
100
120
140
160
Jan Apr Jul Oct Jan
CORRELATIONS

50. xplain.co
#8 PROVE & DISPROVE RELATIONSHIPS
22-Mar-11Social media is dead. long live social media roi
0
20
40
60
80
100
120
140
160
Jan Apr Jul Oct Jan
CORRELATIONS
Why?
Why
Not?
How
this
group
was
touched
by
SM
or
WoM?

51. xplain.co 22-Mar-11Social media is dead. long live social media roi
I NEED A PROVE

52. xplain.co
GENERAL MILLS
22-Mar-11Social media is dead. long live social media roi
DAVID
WITT
Senior
Manager,
Brand
Public
Rela2ons,
General
Mills

53. xplain.co
WHAT WILL HAPPEN IF YOU
DON’T NOT CARE ABOUT ROI?
22-Mar-11Social media is dead. long live social media roi

54. xplain.co
RETURN ON IGNORANCE
22-Mar-11Social media is dead. long live social media roi
it’s
advocates
>me

55. xplain.co
IGNORANCE :
BRAND’S DEATH
22-Mar-11Social media is dead. long live social media roi

56. xplain.co
THANK YOU!
22-Mar-11Social media is dead. long live social media roi

57. xplain.co
LEARN MORE
22-Mar-11Social media is dead. long live social media roi

58. xplain.co
CONTACT US
IF YOU CARE ABOUT YOUR
SOCIAL MEDIA ROI
+30
210
6395234
Thanks
for
the
inspira>on:
James
Belasco,
Oliver
Blanchard,
Alexander
Osterwalder
xplain.co
Cyprus
Bahrain
Greece
Romania
Switzerland
karagos@xplain.co