Deck delivered at the Useful Social Media Summit 2011 discussing the value that Social Media brings across business lanes, brand measures, direct response, and customer service. ROI is a challenging, multi-tiered equation that must represent both the expense and impact of efforts to the enterprise.

1. Social Media ROI
James Wisdom
@wisdom

4. WHAT PASSED FOR SUCCESS

5. WHAT PASSED FOR SUCCESS

6. WHAT PASSED FOR SUCCESS

7. WHAT PASSED FOR SUCCESS

10. CAN WE MEASURE?
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11. CAN WE MEASURE?
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14. CAN WE MEASURE?
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18. YES WE CAN
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19. MEASURE BY PURPOSE

20. UGC CAMPAIGN
Earned Impression * CPM + Cost of Digital Assets created
Money Spent on the Campaign

21. MONITORING Pre-churn customer to loyal one

22. MONITORING Compliance Related issues –
Avoiding DOI regulatory fines and
penalties for incompliant ads

23. MONITORING Compliance Related issues –
Avoiding DOI regulatory fines and
penalties for incompliant ads
Savings = # of Policyholders retained * Annual Premium + DOI fines avoided

24. DIRECT SALES
Campaign Id added to the
Url
http://www.aflac.com/individuals/default.aspx?WT.mc_id=SM+2011_B2C_FB_
T_Jan_18_ B2C+Testimonial+Video+Link&WT.mc_ev=social
Calculate revenue generated through FB posts / Tweets can be tracked
through tagging all the urls that send traffic to Aflac.com

25. BRAND TRACKER Prospective Customers
80%
74%
70%
62% 62%
60% 58% 58%
56%
49%
50% 45% 45% 45%
40% 35%
29%
30%
24%
19%
20%
11%
10% 7%
0%
Consideration Commitment Conviction Brand Salience Brand Empathy Brand Brand Integrity Brand
Involvement Persuasion