Post on 10-May-2015
description
Ric Dragon @RicDragon
Social Media ROI?
What's the ROI of Trust and what’s the ROI of Loyalty?
-Ted Rubin
“ “
Every time I hear ‘social media ROI,’ a kitten dies.
-Scott Stratton “
“
Would you want to know the ROI of your mother?”
-Gary Vaynerchuk
““
What’s the ROI of putting on
your pants in the morning?
-Scott Monty, Ford Motor Co.
“ “
THE MARKETECO-SYSTEM
CUSTOMER/BRAND ECO-SYSTEM
IN THE CUSTOMERS MIND
ASSUMPTIONS
1.Marketing Lift
2.Impact on Search Engine Optimization
3.Risk Mitigation
THE MARKET ECO-SYSTEM
4.Transaction (the actual purchase or negotiation)
5.Repeat transactions (TLV)
6.Loyalty – resistance to change
7.Advocacy
Customer/Brand System
8.Awareness
9.Recognition
10.Associations
11.Perceived Quality
12.Likeability
The Customer Mindspace
a Force Multiplier
Awareness Value = (Market Size) X (Awareness Change %) X (Purchase Intent %) X (Sales Conversion %) X (Unit Profits €)
Lift• Could well-executed social media increase the
effectiveness of current advertising spend by 1% If so, what would that be worth?
Frequency Hermann Ebbinghaus Forgetting Curve
Value of Risk MitigationPotential Cost X Likelihood of Occurrence X Mitigation Benefits = value of mitigation
Purpose& Vision
Create Indelible
Memories
Goal
Be center to more
storytelling in social media
Objectives
Publish excellent blog
content at least six times
/ month
Increase community by 50%
Increase engagement by 100%
Increase amplification by 50%
Metrics
# of blog posts / month
# of followers
# of interactions
# of shares
# of mentions
# of comments on blog
1000
3000
Twitter Retweets
NOW
Target
What’s theROI of
Social Media?GREAT
Ric Dragon, DragonSearchdragon@dragonsearch.net
Twitter: @ricdragon
Grazie Mille