SlideShare una empresa de Scribd logo
1 de 45
Descargar para leer sin conexión
Forget  ROI A Theory on Social Media and How To Swing It Justin Whitaker Shogun, MicroNiche Consulting
Social media  is online content created by people using highly accessible and scalable publishing technologies.
Social media  is a shift in how people discover, read and share news,  information and content.  -Wikipedia
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
[object Object]
Engagement  Measures?
Return on  Investment ?
Return on  Assets ?
Wait, Return on  Assets ?
Engagement Measures  ! = $
ROI = ( Gain  on Investment – Cost of Investment)/Cost of Investment
ROI = How  efficiently  capital is used
ROI= Assumes  discrete  project/ milestone
ROI= Assumes  attributable  revenue
Social Media is not a  campaign
Social Media may not generate  attributable  revenue.
(Engagement-Costs)/Costs  !=  ROI
(At least not to corporate  decision makers .)
ROI is the  wrong  tool.
ROA  =  Net Income / Total Assets
ROA =  Efficiency of  Asset Usage
But, isn’t Social Media an  investment ?
Social Media is a  time  investment.
Social Media is a  cultural  investment.
Social Media is an  expense .
Social Media =  - Net Income
Social Media =  + Brand Value  (Recognition/$)
Social Media can  influence  the perception and value of your brand.
Social Media =  + Customer List  (Community Engagement)
Social Media allows me to  efficiently  increase # of engaged customers.
More engaged =  more value .
Via Social Media you can generate measurable deltas in two key  intangible assets .
Intangible assets are  balance sheet  items.
(In Case You Were  Wondering .)
Business 101:  + Net Income /Total Assets
+ Differentiation  = +  Net Income
+ Engaged customers  = +  Net Income
Business 102: + Net Income/  + Total Assets
+ Differentiation  = + value to  Brand
+ Engaged customers  = + Value of Customer List
Successful  Companies Have High ROAs.
Social Media  can help you swing it.
?
Contact:  Justin Whitaker MicroNiche Consulting Twitter: Justinmwhitaker Email:  [email_address]

Más contenido relacionado

Similar a Forget ROI

WEBINAR: ROI of Social Media: Myths, Truths and How to Measure
WEBINAR: ROI of Social Media: Myths, Truths and How to MeasureWEBINAR: ROI of Social Media: Myths, Truths and How to Measure
WEBINAR: ROI of Social Media: Myths, Truths and How to MeasureSalesforce Marketing Cloud
 
Webinar Australia: What you should know about Social Media for corporations
Webinar Australia: What you should know about Social Media for corporationsWebinar Australia: What you should know about Social Media for corporations
Webinar Australia: What you should know about Social Media for corporationsSociety3
 
Social Business Scorecard
Social Business ScorecardSocial Business Scorecard
Social Business Scorecardtheparallaxview
 
Customer Experience Development - Leadership Class Introduction
Customer Experience Development - Leadership Class IntroductionCustomer Experience Development - Leadership Class Introduction
Customer Experience Development - Leadership Class IntroductionSociety3
 
ROI on Social Media
ROI on Social MediaROI on Social Media
ROI on Social MediaTink Newman
 
Badrina Social Media Planning Presentation
Badrina Social Media Planning PresentationBadrina Social Media Planning Presentation
Badrina Social Media Planning PresentationEddy Badrina
 
The social web, and how to monetise it new 21 6-11
The social web, and how to monetise it new 21 6-11The social web, and how to monetise it new 21 6-11
The social web, and how to monetise it new 21 6-11nick tadd
 
PHFH Social Media Deployment Proposal
PHFH Social Media Deployment Proposal PHFH Social Media Deployment Proposal
PHFH Social Media Deployment Proposal Wilma Colon-Ariza
 
How to Get a Grasp on ROI for Social Media
How to Get a Grasp on ROI for Social MediaHow to Get a Grasp on ROI for Social Media
How to Get a Grasp on ROI for Social MediaSpiral16
 
Maximise your IA developing funding streams through Social Media: CROWDFUNDING
Maximise your IA developing funding streams through  Social Media: CROWDFUNDINGMaximise your IA developing funding streams through  Social Media: CROWDFUNDING
Maximise your IA developing funding streams through Social Media: CROWDFUNDINGtwintangibles
 
Social media communications strategy by Robin Gurney
Social media communications strategy by Robin GurneySocial media communications strategy by Robin Gurney
Social media communications strategy by Robin GurneyAltex Marketing OÜ
 
The Evolution of Social Media for Insurance
The Evolution of Social Media for InsuranceThe Evolution of Social Media for Insurance
The Evolution of Social Media for InsuranceSt. Nick Media Services
 
Peak Performance Social Media Presentation L Trank Final Mtns
Peak Performance Social Media Presentation L Trank Final MtnsPeak Performance Social Media Presentation L Trank Final Mtns
Peak Performance Social Media Presentation L Trank Final MtnsLisa Trank
 
Don't Wing It With Social Media
Don't Wing It With Social MediaDon't Wing It With Social Media
Don't Wing It With Social MediaBloomerang
 
REVSocial Media Group - Why Every Business Needs to Get Social
REVSocial Media Group - Why Every Business Needs to Get SocialREVSocial Media Group - Why Every Business Needs to Get Social
REVSocial Media Group - Why Every Business Needs to Get SocialWarren Daly
 
The Social Media Landscape
The Social Media LandscapeThe Social Media Landscape
The Social Media LandscapeDan Elder, MS
 
How to Demonstrate ROI from Digital Marketing Programs
How to Demonstrate ROI from Digital Marketing ProgramsHow to Demonstrate ROI from Digital Marketing Programs
How to Demonstrate ROI from Digital Marketing ProgramsTim O'Connell
 
Show me the Money - Proving success in social media
Show me the Money - Proving success in social mediaShow me the Money - Proving success in social media
Show me the Money - Proving success in social mediaiCrossing
 

Similar a Forget ROI (20)

WEBINAR: ROI of Social Media: Myths, Truths and How to Measure
WEBINAR: ROI of Social Media: Myths, Truths and How to MeasureWEBINAR: ROI of Social Media: Myths, Truths and How to Measure
WEBINAR: ROI of Social Media: Myths, Truths and How to Measure
 
Webinar Australia: What you should know about Social Media for corporations
Webinar Australia: What you should know about Social Media for corporationsWebinar Australia: What you should know about Social Media for corporations
Webinar Australia: What you should know about Social Media for corporations
 
Social Business Scorecard
Social Business ScorecardSocial Business Scorecard
Social Business Scorecard
 
Customer Experience Development - Leadership Class Introduction
Customer Experience Development - Leadership Class IntroductionCustomer Experience Development - Leadership Class Introduction
Customer Experience Development - Leadership Class Introduction
 
ROI on Social Media
ROI on Social MediaROI on Social Media
ROI on Social Media
 
Badrina Social Media Planning Presentation
Badrina Social Media Planning PresentationBadrina Social Media Planning Presentation
Badrina Social Media Planning Presentation
 
The social web, and how to monetise it new 21 6-11
The social web, and how to monetise it new 21 6-11The social web, and how to monetise it new 21 6-11
The social web, and how to monetise it new 21 6-11
 
PHFH Social Media Deployment Proposal
PHFH Social Media Deployment Proposal PHFH Social Media Deployment Proposal
PHFH Social Media Deployment Proposal
 
How to Get a Grasp on ROI for Social Media
How to Get a Grasp on ROI for Social MediaHow to Get a Grasp on ROI for Social Media
How to Get a Grasp on ROI for Social Media
 
Maximise your IA developing funding streams through Social Media: CROWDFUNDING
Maximise your IA developing funding streams through  Social Media: CROWDFUNDINGMaximise your IA developing funding streams through  Social Media: CROWDFUNDING
Maximise your IA developing funding streams through Social Media: CROWDFUNDING
 
Social media communications strategy by Robin Gurney
Social media communications strategy by Robin GurneySocial media communications strategy by Robin Gurney
Social media communications strategy by Robin Gurney
 
The Evolution of Social Media for Insurance
The Evolution of Social Media for InsuranceThe Evolution of Social Media for Insurance
The Evolution of Social Media for Insurance
 
Peak Performance Social Media Presentation L Trank Final Mtns
Peak Performance Social Media Presentation L Trank Final MtnsPeak Performance Social Media Presentation L Trank Final Mtns
Peak Performance Social Media Presentation L Trank Final Mtns
 
Don't Wing It With Social Media
Don't Wing It With Social MediaDon't Wing It With Social Media
Don't Wing It With Social Media
 
REVSocial Media Group - Why Every Business Needs to Get Social
REVSocial Media Group - Why Every Business Needs to Get SocialREVSocial Media Group - Why Every Business Needs to Get Social
REVSocial Media Group - Why Every Business Needs to Get Social
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
The Social Media Landscape
The Social Media LandscapeThe Social Media Landscape
The Social Media Landscape
 
My Ideaology
My Ideaology My Ideaology
My Ideaology
 
How to Demonstrate ROI from Digital Marketing Programs
How to Demonstrate ROI from Digital Marketing ProgramsHow to Demonstrate ROI from Digital Marketing Programs
How to Demonstrate ROI from Digital Marketing Programs
 
Show me the Money - Proving success in social media
Show me the Money - Proving success in social mediaShow me the Money - Proving success in social media
Show me the Money - Proving success in social media
 

Último

BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 

Último (20)

BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 

Forget ROI