1. CAN YOU MEASURE THE ROI OF SOCIAL MEDIA
MARKETING ?
DONNA HOFFMAN
MAREK FODOR
•
UJJWAL DALMIA

2. AGENDA
1.UNDERSTANDING PROBLEM STATEMENT
2. TRADITIONAL APPROACH VS PRESENT APPROACH
4.SOCIAL MEDIA OBJECTIVES
5. FRAMEWORK
6. THE IDEAL ROAD AHEAD
7. MOVIE TIME

3. WHAT IS ROI ?
• A MEASURE TO CALCULATE THE
EFFECTIVENESS OF INVESTMENT.
• BENEFIT OF INVESTMENT DIVIDED BY
EXPENSE.
• Gain from Mktg. Inv. -Cost of Mktg. Inv.
Cost Of Mktg. Inv.

4. SOCIAL MEDIA
• SOCIAL MEDIA INTERACTIONS AMONG
PEOPLE IN VIRTUAL COMMUNITIES AND
NETWORKS.
• PEOPLE CREATE,SHARE AND EXCHANGE
INFORMATION

5. ANCIENT CORPORATE TEACHINGS
2 RULES OF BUSINESS
• IT’S ALL ABOUT THE MONEY.
• CUSTOMERS = (MACHINE TO
MAKE MONEY.)

7. TRADITIONAL APPROACH
• Pressure and Desire to Quantify.
• Link every return to money.
• Inclined towards gains in SHORT TERM.
• Ignores aspects of investment like brand
building , relationship mgmt.

8. ORIGINAL vs REVISED SOCIAL MEDIA
F/W
• REACH
• FREQUENCY
• LIKES
• REACH + FREQ. + LIKES
+•TIME SPENT
•BLOG COMMENTS
•(RE) TWEETS
•SHARES
et all

9. UNDERSTANDING THE CUSTOMERS
MOTIVATION
• SOCIAL MEDIA IS CONSUMER (NOT
MKTR.) DRIVEN .
• FOCUSSES ON RELATIONSHIP
BUILDING.
MOTIVATION
CONNECTIONS
CREATION
CONSUMPTON
CONTROL

10. SOCIAL MEDIA METRICS AND
OBJECTIVES
• DIFFICULT TO LINK SALES AND SOCIAL MEDIA EFFORTS.
• HELPS IN COST CUTTING (eg :- CROWD SOURCING, SURVEY FEES)
 BRAND AWARENESS
 BRAND ENGAGEMENT
 BOOST TO WORD -OF-MOUTH.

11. OBJECTIVES
BRAND AWARENESS
• TRADITIONALLY THROUGH TRACKING SURVEYS AND STUDIES.
• APPLICATION USAGE LEADS TO BOOST IN BRAND AWARENESS.
• STARBUCKS, NAKED PIZZA,BLEND TEC

12. BRAND ENGAGEMENT
•TRADITIONALLY VIA MARKET SURVEYS.
• FACEBOOK APPS,PODCASTS, VIDEOS , BLOGS ETC.
• INCREASED VISITS TO WEBSITES, BLOGS AND MORE TIME SPENT ON WEBSITES
• ENGAGING S.MEDIA CAMPAIGNS LEAD TO MORE COMMITMENT AND LONG
TERM SUPPORT
• BOTTOMLINE REWARD :- DEALYED SALES
• MEASUREMENT :- 1 TIME VS MULTIPLE
• Eg :- GRETSCH GUITARS , TARGET (CIRCLE OF MOMS)

13. WORD OF MOUTH
• SATISFIED CUSTOMER
GENERATES GOOD WILL
• DOUBLE EDGED SWORD
• EASY TO MEASURE USING ONLINE
GENERATED DATA.
• BURGER KING .

14. STEPS TO EFFECTIVE MARKETING
• DEAD END
LIMITED ABILITY TO MEASURE
AND BELIEVES EFFORTS NOT
WORKING
• MEASURE AND ADJUST
ABILITY TO MEASURE AND
BELIEVES EFFORTS NOT
WORKING.
MEASURE
&
ADJUST
ITERATE
FOR
SUCCESS
NAÏVE
OPTIMIST
DEAD
END
A
B
I
L
I
T
Y
EVALUATION

15. STEPS TO EFFECTIVE MARKETING
• ITERATE FOR SUCCESS
ABILITY AND EVALUATION
SUCCESSFUL
• NAIVE OPTIMISM
LIMITED ABILITY BUT
EVALUATING SUCCESS
MEASURE
&
ADJUST
ITERATE
FOR
SUCCESS
NAÏVE
OPTIMIST
DEAD
END
EVALUATION
A
B
I
L
I
T
Y

16. GURUS PREDICTION
IDEAL SOCIAL MEDIA WORLD
• SPREAD VIRAL VIDEOS
• CREATE ADDITIONAL BRAND RELATED CONTENT
• TWEETER EFFECTIVE TO SENSE TREND
• POST EXPERIENCE ON FACEBOOK

18. QUICK REVISION FOR MANAGERS
• ROI IS IMP. BUT S. MEDIA MKTG HAS TO BE EFFECTIVE.
• MGRS. HAVE TO EXERCISE SOME CONTROL OVER CUSTOMER
PARTCIPATION
• APPRECIATE THE INTRICACIES OF SOCIAL MEDIA
• SOCIAL MEDIA IS A TREE TO BE NOURISHED FOR LONG TERM
FRUITS
• BE READY FOR DAMAGE CONTROL
•