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
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
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.