Social Media ROI


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2009 Women Who Tech TeleSummit presentation on social media ROI.

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Social Media ROI

  1. 1. ROI of Social Media Women Who Tech TeleSummit May 12, 2009 Monique Elwell Heather Holdridge Cheryl Contee Need Help? Press *7 to un-mute phone lines or call ReadyTalk Support at 1-800-843-9166
  2. 2. What is Social Media? Blog & Blogger Outreach Social Media News Room Social Networks Multimedia Gateways Webinar, Pod/Video-casts Mobile Virtual Worlds Games Targeted SM Advertisements
  3. 3. Shiny Object Syndrome
  4. 4. Shiny Object Syndrome
  5. 5. Shiny Object Syndrome
  6. 6. Shiny Object Syndrome
  7. 7. Shiny Object Syndrome
  8. 8. WHY???
  9. 9. Strategy <ul><li>Consumer: Who are you trying to target? </li></ul><ul><li>Business: What are you trying to get them to do? </li></ul><ul><li>Results: What is success? </li></ul>
  10. 10. Business Strategy <ul><li>Increase Awareness </li></ul><ul><li>Increase Loyalty </li></ul><ul><li>Turn Loyalists into Evangelists </li></ul><ul><li>Increase Word-of-Mouth Marketing </li></ul><ul><li>Indirectly: </li></ul><ul><li>Increase Donations (non-profits, politics) </li></ul><ul><li>Increase Event Attendance (non-profits) </li></ul><ul><li>Increase Sales (business) </li></ul><ul><li>Increase Voter Turnout (politics) </li></ul><ul><li>Increase Persuasion (politics) </li></ul>
  11. 11. ROI What you spent What you got out of it
  12. 12. Results Real world testing SMER (Social Media Equivalent Ratio) NPS score SM Velocity Web traffic % of referrers Isolation testing Volume/sentiment # Friends/Fans/Follows What your boss wants
  13. 13. Charlene Li’s Blog ROI Model
  14. 14. Rasmuson Foundation
  15. 15. Rasmuson Foundation
  16. 16. Results # of applications % of rural % of minorities
  17. 17. Case Study: Ford FastLane Blog
  18. 18. Research Results: Calculating ROI <ul><li>Key goal of blog: “to share information about its products and to start a dialogue between GM leaders and customers”. </li></ul><ul><li>Key metric: how many times did customers write a comment? </li></ul><ul><li> has about 100 people commenting on the blog each month = equivalent to gaining customer insight on products and brands from a traditional focus group. </li></ul><ul><li>Estimated value = equivalent to running a focus group every month at the cost of $15,000 a month, or $180,000 a year </li></ul>
  19. 19. The Ron Paul Story: The Insurgent Surges
  20. 20. The Setup <ul><li>Congressman Ron Paul running for President as Republican. </li></ul><ul><li>National support never exceeded 4% </li></ul><ul><li>Had raised a total of $8.2MM through 3rd Quarter, 2007 BUT . .. </li></ul><ul><li>HALF of Paul’s donors gave under $200 </li></ul>
  21. 21. Hallmarks of an Insurgent Campaign 1. Distributed Network 2. Autonomy--Giving up Control 3. Vibrant Feedback Loop--Transparency
  22. 22. Distributed Network Supporters: Facebook 83,597 YouTube 49,866 MySpace 130,592
  23. 23. Allowing the Network to Define itself <ul><li>Allows supporters to connect, “tawlk amongst themselves” </li></ul><ul><li>Posts info/videos. </li></ul><ul><li>Linking them up to opportunities to get involved . </li></ul>
  24. 24. Ron Paul Everywhere . . . Facebook
  25. 25. Copyright ©2008 Care2, Inc. All rights reserved 07/22/09 Giving Up Control: What a Difference a Day Makes The Backstory: Ron Paul had raised $8.2 million through the end of September 2007. Paul Supporter organized a day of fundraising on November 5th, presumed to invoke British 17th Century Revolutionary Guy Fawkes. Aimed for $10MM.
  26. 26. Copyright ©2008 Care2, Inc. All rights reserved 07/22/09 “ Remember, Remember the 5th of November.” <ul><li>Results: </li></ul><ul><li>“ Money Bomb” raised $4.3 million. </li></ul><ul><li>Campaign ran similar day of fundraising on Dec. 16th (anniversary of Boston Tea Party), raised $6MM. </li></ul><ul><li>Quarterly total was $19 million, far outraising any other Republican. </li></ul>
  27. 27. Copyright ©2008 Care2, Inc. All rights reserved 07/22/09 The Aftermath <ul><li>Campaign for Liberty formed: c4 with well-over six figure list w/in months. </li></ul><ul><li>Students for Ron Paul has formed Young Americans for Liberty—over 50 chapters. </li></ul><ul><li>Paul has legitimacy—seat at table in Republican Caucus, ideas gaining traction. </li></ul>
  28. 28. Copyright ©2008 Care2, Inc. All rights reserved 07/22/09 And the Story Continues . . .
  29. 29. Q&A Monique Elwell 720-897-6089 [email_address] Twitter: @MoniqueElwell Heather Holdridge 202-785-7302   Twitter: @holdie1 Cheryl Contee 202-487-8711  Email [email_address] Twitter: ch3ryl