The ROI of Social Media


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From the ENGAGEMENTdb report.

Which brands are most engaged, and how does it affect their bottom lines?

From a presentation given on 7/29/2009.

Published in: Technology, Business
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The ROI of Social Media

  1. 2. <ul><li>A recent study published by ENGAGEMENTdb </li></ul><ul><li>ranked the Top 100 Global Brands. </li></ul>
  2. 3. <ul><li>We'll look at the results. </li></ul><ul><li>Discover how other major brands are ranked and scored. </li></ul><ul><li>Detail tactics used by the most successful brands. </li></ul><ul><li>Compare and contrast those tactics with PRI's tactics. </li></ul><ul><li>  </li></ul><ul><li>Reveal PRI's score. </li></ul><ul><li>Indicate what can be done to improve that score. </li></ul>
  3. 4. <ul><li>Why is this important? </li></ul>[lots of text on next slide - get ready]
  4. 5. <ul><li>A surprising conclusion: </li></ul><ul><li>&quot;While much has been written questioning the value of social media, this landmark study has found that the most valuable brands in the world are experiencing a direct correlation between top financial performance and deep social media engagement.  </li></ul><ul><li>  </li></ul><ul><li>The relationship is apparent and significant: socially engaged companies are in fact more financially successful .&quot; </li></ul>
  5. 6. <ul><li>What did this study measure? </li></ul><ul><li>Number of channels [YouTube, Twitter, Facebook, etc.] </li></ul><ul><li>  </li></ul><ul><li>Depth of engagement by channel </li></ul><ul><li>Depth of involvement across organization [number of departments, number of executives] </li></ul>
  6. 7. <ul><li>Engagement Scores of Top 100 Global Brands. </li></ul>
  7. 8. <ul><li>Engagement Varies by Industry. </li></ul>
  8. 9. <ul><li>Examples: </li></ul>Four companies   Ranks, number of channels, dedicated staff Tactics and approaches to social engagement
  9. 10. <ul><li>#1 Starbucks: 127 points, 11 channels, 6 people </li></ul><ul><li>Understand that different channels require different tactics </li></ul><ul><li>Find champions that can explain & mitigate risk </li></ul><ul><li>Deputized people throughout company </li></ul><ul><li>Centralized coordination </li></ul>
  10. 11. <ul><li>#2 Dell: 123 points, 11 channels, ? people </li></ul><ul><li>Be conversational from the start </li></ul><ul><li>Make social media part of the job, just like email </li></ul><ul><li>Modularize & synchronize content across channels </li></ul>
  11. 12. <ul><li>#9 SAP: 86 points, 10 channels, 35 people </li></ul><ul><li>Open the platform to anyone and everyone </li></ul><ul><li>Engage in new channels where people already are </li></ul><ul><li>Support engagement as extension of company culture </li></ul>
  12. 13. <ul><li>#21 Toyota: 54 points, 7 channels, 3 people </li></ul><ul><li>Be in it for the long haul </li></ul><ul><li>Pick channels carefully </li></ul><ul><li>Spread engagement beyond social media team </li></ul>
  13. 14. <ul><li>PRI: 56.1 points, 6 channels, ? people </li></ul>
  14. 15. <ul><li>Engagement Scores of Top 100 Global Brands. </li></ul>
  15. 16. <ul><li>Engagement Varies by Industry. </li></ul>
  16. 17. <ul><li>How can we improve? </li></ul><ul><li>  </li></ul><ul><li>More engagement in select channels </li></ul><ul><li>Create partnerships for increased visibility </li></ul><ul><li>Follow the lead of some top global brands </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>
  17. 18. <ul><li>Questions? </li></ul>