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The Greatest Question Since the Meaning of Life: What is the ROI of Social Media?,[object Object]
Name: C. Edward Brice,[object Object],Age: Over 40,[object Object],Use Social Media: Yes,[object Object]
I am NOT a,[object Object], Social Media Expert,[object Object]
Social Media,[object Object]
The Greatest Question Since the Meaning of Life: What is the ROI of Social Media
Or Has Social Media  Jumped the Shark?,[object Object],Ashton Kutcher posts shot of Demi on Twitter,[object Object]
What is Social Media?,[object Object]
	“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.” ,[object Object],	- AvonashKaushik – Analytics Evangelist, Google,[object Object]
Social Media,[object Object]
Social Media is as Old as The Hills,[object Object],George The Medieval Blacksmith,[object Object]
FRICTION,[object Object]
Internet,[object Object],FRICTIONLESS,[object Object]
Social Media is Frictionless Conversation in a Connected Environment ,[object Object]
Conversation Desired Traits:,[object Object],Honesty,[object Object],Openness,[object Object],Engaging,[object Object],Interesting,[object Object],Relevant,[object Object],Listening,[object Object]
Why Marketers MUSTUtilize Social Media,[object Object]
The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work.-McKinsey Quarterly,[object Object],FUTURELAB,[object Object]
Future of Media: Digital & Universally Accessible,[object Object],Global,[object Object],Mobile,[object Object],TV / Offline,[object Object],The Cloud,[object Object],Anytime   -   Any Place   -   Any Tools- Millions of Channels,[object Object],FUTURELAB,[object Object]
14,463,346 auctions,[object Object],200,000,000 blogs,[object Object],www.ebay.com 21 Nov 2006,[object Object],Almost 4,000,000 articles,[object Object],(10 languages),[object Object],>100,000,000 videos,[object Object],(65,000/day),[object Object],1.5 million residents,[object Object],“The workers should appropriate the means of production”,[object Object],33,347,000 profiles,[object Object],FUTURELAB,[object Object]
(cc) Lynette Webb, 2006,[object Object],FUTURELAB,[object Object]
Monitoring & Measuring Social Media-Agent Wildfire 2009,[object Object]
76%,[object Object],...of consumers don’t believe that companies tell the truth in advertisements -Yankelowich,[object Object],FUTURELAB,[object Object]
MY FRIENDS – THEIR FRIENDS – and ALL THOSE WE COLLECTIVELY RESPECT,[object Object],THERE IS STILL ONE TRUSTED MEDIUM,[object Object],LEFT IN THE WORLD,[object Object],FUTURELAB,[object Object]
B2B Purchase Influences,[object Object],Source Enquiro Inc 2008,[object Object]
Harvard Business Review,[object Object],When forming an opinion of a company, how credible would the information be from …,[object Object],[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,[object Object]
RADIO, TV, PRINT, EVENTS, ARE NICE, YET IN MY REALITY,[object Object],MY ECOSYSTEM IS THE BRAND,[object Object],The words they write,  speak, film,[object Object],The Stories They Tell,[object Object],Consumersare beginning in a very real sense to ownour brands and participate in theircreation… Weneed to begin to learn to let go.,[object Object],- A.G. Lafley, CEO and Chairman of P&G,[object Object],FUTURELAB,[object Object]
“Businesses that don't implement Web 2.0 tools will stay behind” ,[object Object],DarkoHerlick, Gartner VP and CIO,[object Object]
“There is only one thing in the world worse than being talked about, and that is not being talked about.”..Oscar Wilde,[object Object]
ROI of Social Media,[object Object]
THE BIG,[object Object],BANG,[object Object],Social ,[object Object],Media,[object Object],Traditional,[object Object],ROI,[object Object]
“What do you want to measure – ,[object Object],the “social” or the “media”? ,[object Object],- David Alston of Radian6 ,[object Object]
Media,[object Object],Social,[object Object],  Objectives:,[object Object],[object Object]
Awareness
Coverage
Continuity  Measures:,[object Object],[object Object]
 # of page views
 Time on site
 Conversions
Leads/Subscriptions/SponsorshipsObjectives:,[object Object],[object Object]
Advocacy
Trust
Influence
EngagementMeasures:,[object Object],[object Object]
 Comments
 Feedback
 Mentions
 ReadershipBusiness Value,[object Object],Increase In Revenue,[object Object],Decrease In Costs,[object Object]
Monitoring & Measuring Social Media-Agent Wildfire 2009,[object Object]
Warning, Warning.,[object Object],Sales & Leads are Nice,[object Object], But They Are NOT The Objectives,[object Object]
Social Media is Conversational,[object Object],Conversations are NOT About ROI,[object Object]
Conversations are About VALUE,[object Object]
Ed’s Social Media Value Goals,[object Object],Awareness,[object Object],Engagement,[object Object],Listening,[object Object],Innovation,[object Object],Brand,[object Object],SEO,[object Object],Thought Leadership,[object Object],Advocacy,[object Object],Influence,[object Object],Evangelism,[object Object],Sentiment,[object Object],Service,[object Object],Insight,[object Object],Ideation,[object Object],Feedback,[object Object],Collaboration,[object Object]
Ed’s Social Media Value Goals,[object Object],Innovation,[object Object],Listening,[object Object],Value Created,[object Object],Engagement,[object Object],Awareness,[object Object],Time,[object Object]
Ed’s Social Media Value Goals,[object Object],Awareness,[object Object],Engagement,[object Object],Listening,[object Object],Innovation,[object Object],Brand,[object Object],SEO,[object Object],Thought Leadership,[object Object],Advocacy,[object Object],Influence,[object Object],Evangelism,[object Object],Sentiment,[object Object],Service,[object Object],Insight,[object Object],Ideation,[object Object],Feedback,[object Object],Collaboration,[object Object],Evangelism,[object Object],Success KPIs,[object Object],Page views		Replies			Suggestions	,[object Object],Comments		Inbound Links		Complaints,[object Object],Friends		Press mentions	Traffic,[object Object],Followers		Referrals		Embedded content,[object Object],Registrations		Posts			Syndication,[object Object]
Awareness,[object Object],2009 Social Media ROI-Egg Co.,[object Object]
Engagement,[object Object],Goals: ,[object Object],[object Object]
 Start a dialogue between     company and customers ,[object Object],KPI : ,[object Object],[object Object],Results:,[object Object],[object Object],  the blog each month,[object Object],[object Object],  customer insight from a focus,[object Object],  group,[object Object],Forrester 2009,[object Object],Value: Equivalent to running a focus group every month at the cost of $15,000 a month, or $180,000 a year.,[object Object]
Innovation,[object Object],2009 Social Media ROI-Egg Co.,[object Object]
Our Story,[object Object]
Lumension’s History,[object Object],Acquired: July ‘07,[object Object],Acquired: Feb ‘07,[object Object],Acquired: April ‘09,[object Object],Founded in 1991,[object Object],Established: Sept ‘07,[object Object],Market-leading patch management,[object Object],First cross-platform and application patch management solution,[object Object],Enterprise-class vulnerability management,[object Object],First credentialed based vulnerability scanner,[object Object],Market-leading device and application control,[object Object],First to introduce whitelisting / patented file “shadowing” technology,[object Object],Compliance and Risk Management.,[object Object],Delivering predefined compliance and control frameworks,[object Object]
The Greatest Question Since the Meaning of Life: What is the ROI of Social Media
Twitter,[object Object],YouTube,[object Object],Community,[object Object],iTunes,[object Object],Blog,[object Object],Facebook,[object Object]
Our Social Value Matrix,[object Object]
Lumension’s Optimal Security Blog,[object Object],Objectives: ,[object Object],[object Object]

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

Notas del editor

  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