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Social media ROI
Michael Taggart
Head of digital and social
MRM
Twitter: @michael_taggart
Blog: mrm-london.com
What is R.O.I.?

           ROI =

(Final value – starting value)


        starting value
Now with carrots


20 x         5x
                      3 (or 300%)

        5x
Examples of
      non-financial outcomes
• Increase in website visitors and/or time spent on the
  website
• Change in the ratio of positive/negative brand mentions
• Increase in Twitter followers or Facebook fans
• Increase in requests for product information
• A 20% increase in subscriptions to the e-newsletter
• A 200% increase in YouTube video downloads
• 15 comments on the latest blog post
Examples of
        financial outcomes
• A 15% reduction in customer service costs by shifting
  a portion of customer service activity to Twitter
• A 12% increase in online sales during a Facebook
  campaign
• A decrease in cost per impression from £2.55 per
  person per mention of brand to £1.22 by leveraging
  social media channels
• £500,000 in sales attributed to new customers
  acquired through Facebook.
Gary Vaynerchuck
 tv.winelibrary.tv
      Twitter
      $15,000 on direct marketing
               = 200 customers

      $7,500 on bill board advertising
                = 300 customers

      $0 (except time) on Twitter
               = 1,800 customers
Petco.com
pet supplier
 Reviews
  Return rate for products with reviews
               = 20% lower

  Return rate for products with 25+ reviews
                  = 45% lower

   …saving on shipping, restocking, and
   customer service costs
Ford Explorer
  Facebook

  Customers who went to the website
  via a Facebook page
          = 30% more sales than those
      who went straight to website
Dell Computers
     Twitter


   Sales directly attributable to links on
   Twitter in 2009
                = $3,000,000
Nick Bamford, IFA
 Informed Choice
   Blog, Twitter

    Blog about HSBC mis-selling + Twitter
    syndication
             = national media coverage
Sequence of events between
 Initial investment and gain

Investment                                      Nonfinancial      Financial
                 Action          Reaction
    (£)                                           impact         impact (£)


              Strategy and   Tweets, RTs, Brand awareness,     More customers…
                 tactics      comments, product sentiment      spending more…
                                ‘likes’,  online reputation,       more often
             (ie.campaign)                     loyalty,
                              downloads                         (financial ROI)
                                           share of voice,
Sequence of events between
 Initial investment and gain

Investment                           Nonfinancial    Financial
             Action      Reaction
    (£)                                impact       impact (£)




                      This is great but it’s
                      not where financial
                          impact lives
Sequence of events between
 Initial investment and gain

Investment                           Nonfinancial     Financial
             Action      Reaction
    (£)                                impact        impact (£)




                      This is great but it’s        It’s here!!!
                      not where financial
                          impact lives
Start with “why?”
Start with “why?”
   Enhance branding/awareness

                                Protect reputation
Enhance public relations
    Improve loyalty/retention
Build community
                         Enhance customer service
          Facilitate research & development
   Drive sales and leads
Showing a return

•   Overall objectives – what do you want to achieve?
•   Identify metrics
•   Set an intelligent measurable goal
•   Activity
•   Measure – the ‘return’ is successful achievement of the
    goal
Showing a financial return:
      FRY (© Microsoft)
• Frequency (increase in frequency of transaction by
  customers)
• Reach (net increase in customers)
• Yield (increase in how much customers spend)
Step 1: Create Activity Timelines
Step 2: Impact on conversations
Step 3: Measure
transactional precursors
                             Loyalt
                             y
                             Trust
                              Rep
                           Awarenes
                           s
Step 2: Look at Sales
(or another FRY outcome)
Step 5: Overlay all timelines

          activities

          social data
          web data
          transactions
          loyalty metrics
           etc.
CONTACT

        Michael Taggart, MRM

Email: michael.taggart@mrm-london.com
Twitter: @michael_taggart
Blog: www.mrm-london.com
Tel: 020 3326 9913
Mob: 07780 008939
Attribution

All images used under Creative Commons licence:

SLIDES 1: digitalsherpa.com http://digitalsherpa.com/2011/02/24/7-metrics-you-cant-ignore-in-
social-media-content-marketing/
SLIDE 2: http://www.completesolutioninc.com/return-on-investment/
SLIDE 3: http://www.flickr.com/photos/36248441@N02/3346436761/lightbox/

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Social media ROI

  • 2. Michael Taggart Head of digital and social MRM Twitter: @michael_taggart Blog: mrm-london.com
  • 3. What is R.O.I.? ROI = (Final value – starting value) starting value
  • 4. Now with carrots 20 x 5x 3 (or 300%) 5x
  • 5. Examples of non-financial outcomes • Increase in website visitors and/or time spent on the website • Change in the ratio of positive/negative brand mentions • Increase in Twitter followers or Facebook fans • Increase in requests for product information • A 20% increase in subscriptions to the e-newsletter • A 200% increase in YouTube video downloads • 15 comments on the latest blog post
  • 6. Examples of financial outcomes • A 15% reduction in customer service costs by shifting a portion of customer service activity to Twitter • A 12% increase in online sales during a Facebook campaign • A decrease in cost per impression from £2.55 per person per mention of brand to £1.22 by leveraging social media channels • £500,000 in sales attributed to new customers acquired through Facebook.
  • 7. Gary Vaynerchuck tv.winelibrary.tv Twitter $15,000 on direct marketing = 200 customers $7,500 on bill board advertising = 300 customers $0 (except time) on Twitter = 1,800 customers
  • 8. Petco.com pet supplier Reviews Return rate for products with reviews = 20% lower Return rate for products with 25+ reviews = 45% lower …saving on shipping, restocking, and customer service costs
  • 9. Ford Explorer Facebook Customers who went to the website via a Facebook page = 30% more sales than those who went straight to website
  • 10. Dell Computers Twitter Sales directly attributable to links on Twitter in 2009 = $3,000,000
  • 11. Nick Bamford, IFA Informed Choice Blog, Twitter Blog about HSBC mis-selling + Twitter syndication = national media coverage
  • 12. Sequence of events between Initial investment and gain Investment Nonfinancial Financial Action Reaction (£) impact impact (£) Strategy and Tweets, RTs, Brand awareness, More customers… tactics comments, product sentiment spending more… ‘likes’, online reputation, more often (ie.campaign) loyalty, downloads (financial ROI) share of voice,
  • 13. Sequence of events between Initial investment and gain Investment Nonfinancial Financial Action Reaction (£) impact impact (£) This is great but it’s not where financial impact lives
  • 14. Sequence of events between Initial investment and gain Investment Nonfinancial Financial Action Reaction (£) impact impact (£) This is great but it’s It’s here!!! not where financial impact lives
  • 16. Start with “why?” Enhance branding/awareness Protect reputation Enhance public relations Improve loyalty/retention Build community Enhance customer service Facilitate research & development Drive sales and leads
  • 17. Showing a return • Overall objectives – what do you want to achieve? • Identify metrics • Set an intelligent measurable goal • Activity • Measure – the ‘return’ is successful achievement of the goal
  • 18. Showing a financial return: FRY (© Microsoft) • Frequency (increase in frequency of transaction by customers) • Reach (net increase in customers) • Yield (increase in how much customers spend)
  • 19. Step 1: Create Activity Timelines
  • 20. Step 2: Impact on conversations
  • 21. Step 3: Measure transactional precursors Loyalt y Trust Rep Awarenes s
  • 22. Step 2: Look at Sales (or another FRY outcome)
  • 23. Step 5: Overlay all timelines activities social data web data transactions loyalty metrics etc.
  • 24. CONTACT Michael Taggart, MRM Email: michael.taggart@mrm-london.com Twitter: @michael_taggart Blog: www.mrm-london.com Tel: 020 3326 9913 Mob: 07780 008939
  • 25. Attribution All images used under Creative Commons licence: SLIDES 1: digitalsherpa.com http://digitalsherpa.com/2011/02/24/7-metrics-you-cant-ignore-in- social-media-content-marketing/ SLIDE 2: http://www.completesolutioninc.com/return-on-investment/ SLIDE 3: http://www.flickr.com/photos/36248441@N02/3346436761/lightbox/

Notas del editor

  1. That means...You are not a company that sells a product, but a group of talented individuals. Who are creating something remarkable! Because the world need something better, more stylish, and more affordable.Something that makes you happy, and gives you that really good feeling inside your stomach.