ROI of Social Media @ India Search Summit 2010

1,569 views

Published on

Giving a overview on ROI of Social Media Qualitative and Quantitative measurement practice @ the India Search Summit 2010.

Published in: Business
  • Be the first to comment

  • Be the first to like this

ROI of Social Media @ India Search Summit 2010

  1. 1. ROI of Social Media Measuring the Un-Measurable @soravjain www.facebook.com/learnsocialmedia
  2. 2. Social Media is like Teen Sex Sex Avinash Kaushik, Analytics Evangelist, Google Everyone wants to do it. Nobody knows How? When it's finally done there is surprise it's Not Better - Avinash Kaushik, Analytics Evangelist, Google
  3. 3. “High / Wrong Expectations!”
  4. 4. What Investment? www.facebook.com/learnsocialmedia
  5. 5. Is Social Media an extension of business ethics? Should there even be a “return”? www.facebook.com/learnsocialmedia
  6. 6. Brand Awareness Trust Passion Qualitative Loyalty Benefits Insights Conversations Interaction www.facebook.com/learnsocialmedia
  7. 7. …..but you’ll probably be told that stuff is hard to measure www.facebook.com/learnsocialmedia
  8. 8. It IS easy to measure, just not with usual success metrics… … It doesn’t just boost sales but impacts the overall organization growth.. www.facebook.com/learnsocialmedia
  9. 9. www.facebook.com/learnsocialmedia
  10. 10. Know which needles* www.facebook.com/learnsocialmedia
  11. 11. Know which needles* you want to move and. www.facebook.com/learnsocialmedia
  12. 12. Know which needles* you want to move and how to keep track.
  13. 13. Know which needles* you want to move and how to keep track. *be strict and choose metrics that actually translate into a business context for your organization. www.facebook.com/learnsocialmedia
  14. 14. Does Number of Followers Define ROI? It is a meaningless metrics………….. “IGNORE” www.facebook.com/learnsocialmedia
  15. 15. Define Success Metrics Few Examples: Number of people who filled in the “get more info” form Number of influential blogs that linked to us Number of repeating, unique visitors Number of people who visited website via Facebook, Twitter or LinkedIn Number of new customers / sales Number of features suggested by users that we actually implement Number of new things we discovered about customers that we never knew before Number of new customers / sales Reduction in support costs Number of people in a specific location / demographic who follow us on twitter Number of Followers (During Viral and Advertising Campaigns) www.facebook.com/learnsocialmedia
  16. 16. Measuring Qualitative and Quantitative www.facebook.com/learnsocialmedia
  17. 17. Case 1: Star Bucks www.facebook.com/learnsocialmedia
  18. 18. A campaign to increase Satisfaction and Obtain Customer Feedback Success Metrics Goal As Implemented by Amount of feedbacks N amount of suggestions received. collected per month and N amount that you Amount of good actually suggestions that your implement. company hadn’t thought of Amount of the above that your company actually implements www.facebook.com/learnsocialmedia
  19. 19. Case 2: Ching’s Secret www.facebook.com/learnsocialmedia
  20. 20. A Campaign to Listen Consumers and Understand Consumer Behavior Success Metrics Goal As Implemented by - Media Coverage and To Gain Thought Leadership Positioning among Authorities To obtain both negative and - Quality of Feedback positive Number of followers N Number of followers by the end of this year Customers using Social N Number of customers should Media platform to engage use Social Media to engage with with the brand brand. Reduction in Research Profiling on Basis of Feedbacks Cost and Activities
  21. 21. Case 3: Paranormal Activity
  22. 22. The WOM Process www.facebook.com/learnsocialmedia
  23. 23. Demand how?
  24. 24. By clicking
  25. 25. To watch the movie
  26. 26. Invite people to make it
  27. 27. Invite people to make it 1,000,000 Demands
  28. 28. How the Demand Grew?
  29. 29. By Spreading the Word Via
  30. 30. By Spreading the Word Via Emailing Friends
  31. 31. By Spreading tweeting the Word Via Emailing Friends
  32. 32. Using widget on blogs & websites By Spreading tweeting the Word Via Emailing Friends
  33. 33. Using widget on blogs & websites By Spreading tweeting the Word Facebook share Via Emailing Friends
  34. 34. Using widget on blogs & websites By Spreading tweeting the Word Facebook share Via Emailing Friends Pasting the links
  35. 35. Using widget on blogs & websites By Spreading tweeting the Word Facebook share Via Emailing Friends Pasting the links And the Most Effective??
  36. 36. Using widget on blogs & websites By Spreading tweeting the Word Facebook share Via Emailing Friends Pasting the links
  37. 37. Tweeting
  38. 38. Tweeting about Paranormal Activity Demand
  39. 39. Tweeting about Paranormal Activity Experience
  40. 40. Tweeting Paranormal Activity Reviews & Posting links to reviews by experts, videos, websites and blogs
  41. 41. Leading to a Paranormal Activity Conversation
  42. 42. Ample Paranormal Activity tweets & conversation makes it in the list of TRENDING TOPICS
  43. 43. Raising Curiosity among Tweeters who haven’t heard about Paranormal Activity!
  44. 44. Resulting in conversation, questions & need to know about Paranormal Activity!
  45. 45. Facebook Share and Fan Pages
  46. 46. More than 25 Paranormal Activity fan pages with maximum holding 1,00,000 fans Beyond 20 Paranormal Activity groups targeting individual countries
  47. 47. Activities on Fan Pages Hosting Parties
  48. 48. Activities on Fan Pages Raising interest among theatres to actively promote the movie and sell tickets to be a part of the party Pleading customers to purchase tickets to Hosting Parties support their nearby / favorite theatre. Also, providing information on left over tickets.
  49. 49. Activities on Fan Pages Raising interest among theatres to actively promote the movie and sell tickets to be a part of the party Pleading customers to Hosting Parties purchase tickets to support their nearby / favorite theatre. Also, providing information on left over tickets.
  50. 50. Activities on Fan Pages Uploading reaction videos
  51. 51. Activities on Fan Pages Uploading reaction Uploading reaction videos Photos
  52. 52. Activities on Fan Pages Uploading reaction Uploading reaction Discussions videos Photos
  53. 53. Facebook Share Positive People Conversation updating Status message about Paranormal Activity from personal profiles & on fan pages Raising curiosity among people who have not watched it yet!
  54. 54. Facebook Share Reactions on status messages on personal profile and fan pages Negative Positive feedback feedback
  55. 55. Facebook Share Reactions on status messages on personal profile and fan pages Negative Positive feedback feedback photos share, videos share, paranormal activity links share (to blogs, websites, reviews, news), FB applications etc..
  56. 56. Facebook Share Reactions on status messages on personal profile and fan pages Negative Positive feedback feedback photos share, videos share, paranormal activity links share (to blogs, websites, reviews news), FB applications etc.. Resulting In >>
  57. 57. Conversations
  58. 58. Conversations Conversations & Conversations
  59. 59. Conversations Conversations & Conversations Spreading Word of Mouth and Increasing Demand
  60. 60. Reason Why Company Fails! Research conducted by students of Great Lakes at ECHOVME as Interns
  61. 61. www.facebook.com/learnsocialmedia Sorav Jain Thinker in Chief ECHOVME Social Marketing Pvt. Ltd. Nungambakkam, Chennai www.echovme.com www.soravjain.com @soravjain on Twitter www.facebook.com/soravjain www.linkedin.com/in/soravjain I Love Questions!
  62. 62. Sources: • Yongfook - digital business incubator, based in Tokyo • ECHO VME and Great Lakes Institute of Management Joint Research Reports • www.soravjain.com • http://mashable.com/2009/10/13/paranorma l-activity-success/

×