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The Greatest Question Since the Meaning of Life: What is the ROI of Social Media?
Name: C. Edward Brice Age: Over 40 Use Social Media: Yes
I am NOT a  Social Media Expert
Social Media
Or Has Social Media  Jumped the Shark? Ashton Kutcher posts shot of Demi on Twitter
What is Social Media?
	“Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is a surprise that it’s not better.”  	- AvonashKaushik – Analytics Evangelist, Google
Social Media
Social Media is as Old as The Hills George The Medieval Blacksmith
FRICTION
Internet FRICTIONLESS
Social Media is Frictionless Conversation in a Connected Environment
Conversation Desired Traits: Honesty Openness Engaging Interesting Relevant Listening
Why Marketers MUSTUtilize Social Media
The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work.-McKinsey Quarterly FUTURELAB
Future of Media: Digital & Universally Accessible Global Mobile TV / Offline The Cloud Anytime   -   Any Place   -   Any Tools- Millions of Channels FUTURELAB
14,463,346 auctions 200,000,000 blogs www.ebay.com 21 Nov 2006 Almost 4,000,000 articles (10 languages) >100,000,000 videos (65,000/day) 1.5 million residents “The workers should appropriate the means of production” 33,347,000 profiles FUTURELAB
(cc) Lynette Webb, 2006 FUTURELAB
Monitoring & Measuring Social Media-Agent Wildfire 2009
76% ...of consumers don’t believe that companies tell the truth in advertisements -Yankelowich FUTURELAB
MY FRIENDS – THEIR FRIENDS – and ALL THOSE WE COLLECTIVELY RESPECT THERE IS STILL ONE TRUSTED MEDIUM LEFT IN THE WORLD FUTURELAB
B2B Purchase Influences Source Enquiro Inc 2008
Harvard Business Review When forming an opinion of a company, how credible would the information be from … ,[object Object]
2% reduction in negative word of mouth boosts sales growth by 1%
For the average company,1% increase in word of mouth advocacy equated to $16M extra sales A person like yourself or a peer
RADIO, TV, PRINT, EVENTS, ARE NICE, YET IN MY REALITY MY ECOSYSTEM IS THE BRAND The words they write,  speak, film The Stories They Tell Consumersare beginning in a very real sense to ownour brands and participate in theircreation… Weneed to begin to learn to let go. - A.G. Lafley, CEO and Chairman of P&G FUTURELAB
“Businesses that don't implement Web 2.0 tools will stay behind”  DarkoHerlick, Gartner VP and CIO
“There is only one thing in the world worse than being talked about, and that is not being talked about.”..Oscar Wilde
ROI of Social Media
THE BIG BANG Social  Media Traditional ROI
“What do you want to measure –  the “social” or the “media”?  - David Alston of Radian6
Media Social   Objectives: ,[object Object]
Awareness
Coverage
Continuity  Measures: ,[object Object]
 # of page views
 Time on site
 Conversions
Leads/Subscriptions/SponsorshipsObjectives: ,[object Object]
Advocacy
Trust
Influence
EngagementMeasures: ,[object Object]
 Comments
 Feedback
 Mentions
 ReadershipBusiness Value Increase In Revenue Decrease In Costs
Monitoring & Measuring Social Media-Agent Wildfire 2009
Warning, Warning. Sales & Leads are Nice  But They Are NOT The Objectives
Social Media is Conversational Conversations are NOT About ROI
Conversations are About VALUE
Ed’s Social Media Value Goals Awareness Engagement Listening Innovation Brand SEO Thought Leadership Advocacy Influence Evangelism Sentiment Service Insight Ideation Feedback Collaboration
Ed’s Social Media Value Goals Innovation Listening Value Created Engagement Awareness Time
Ed’s Social Media Value Goals Awareness Engagement Listening Innovation Brand SEO Thought Leadership Advocacy Influence Evangelism Sentiment Service Insight Ideation Feedback Collaboration Evangelism Success KPIs Page views		Replies			Suggestions	 Comments		Inbound Links		Complaints Friends		Press mentions	Traffic Followers		Referrals		Embedded content Registrations		Posts			Syndication
Awareness 2009 Social Media ROI-Egg Co.
Engagement Goals:  ,[object Object]
 Start a dialogue between     company and customers  KPI :  ,[object Object],Results: ,[object Object],  the blog each month ,[object Object],  customer insight from a focus   group Forrester 2009 Value: Equivalent to running a focus group every month at the cost of $15,000 a month, or $180,000 a year.
Innovation 2009 Social Media ROI-Egg Co.
Our Story
Lumension’s History Acquired: July ‘07 Acquired: Feb ‘07 Acquired: April ‘09 Founded in 1991 Established: Sept ‘07 Market-leading patch management First cross-platform and application patch management solution Enterprise-class vulnerability management First credentialed based vulnerability scanner Market-leading device and application control First to introduce whitelisting / patented file “shadowing” technology Compliance and Risk Management. Delivering predefined compliance and control frameworks
Twitter YouTube Community iTunes Blog Facebook
Our Social Value Matrix
Lumension’s Optimal Security Blog Objectives:  ,[object Object]

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The Greatest Question Since the Meaning of Life: What is the ROI of Social Media

Editor's Notes

  1. When we start looking at value creation versus just hard ROI we can begin to see a different context and in my view relationship start to emerge
  2. When we start looking at value creation versus just hard ROI we can begin to see a different context and in my view relationship start to emerge
  3. When we start looking at value creation versus just hard ROI we can begin to see a different context and in my view relationship start to emerge