Exploring the Return On Social Media
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Exploring the return of social media. #lbisocial
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This slide deck will provide participants with a social media toolkit that helps drive businesses and brands forward. • Use social insights to deliver business results • Understand your brands social performance (Are you measuring the right things?) • Best-in-Class cases demonstrating positive ROI for B2C and B2B companies
Transcript of Exploring the Return On Social Media
Exploring the return of social media.
#lbisocial
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WH
AT W
E D
O
WHAT IS
ROI
ROI = Gain – Cost of investment Cost of Investment
IF YOUR EQUATION SHOWS A COST VALUE IN $£€ AND A GAIN VALUE IN FACEBOOK LIKES, YOUR IN TROUBLE.
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Investment Financial impact Investment Action Reaction Non-financial
impact Financial
impact
• Objectives • Establish presence
• Community building
• Engagement • Objective results
ROI
Reaction Non-financial impact
Social investment-‐return rela1onship
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Consumptions
New Fans
People Talking
Stories Created
Total Reach
Total Impressions Goal #1 Goal #2 Drivers
Company Return
Non-Financial Metrics Financial Metrics
Understand your metrics
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Measurement Matrix
What you should measure
What you can measure
Measure here
Be precise and measure what matters!
Two examples of measuring ROI
1. Direct user journey Track users across touchpoints
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Simple direct ROI scenario
Value Proposition
Social links
Content activations
Goal conversions Advocacy
2. Data correlation Combine your data assets
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Customer Service Performance
Phone 58%
Email 23%
Twitter 10%
Website 9%
Inbound Calls by Channel: January
Phone 37%
Email 24%
Twitter 30%
Website 9%
Inbound Calls by Channel: June
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Sales Correlation
Jan Feb Mar Apr
Product sales correlated with social interactions
Product A
Product B
Interactions
Know your conversion points
Website Store Phone Email
Cases:
Customer Service
Recruiting
Sales
Leads
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A new job
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DESIGN YOUR STRATEGY AROUND BUSINESS OBJECTIVES
Define a value proposition, tie it to objectives, not platforms
Remember, the Marketing dept. doesn’t own social!
Developing a strategy
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2.1 Stakeholder Interviews
2.2 Data & Insights
Gathering
2.3 Social Listening /
Influencer map
2.4 Media Asset Audit
3.3 Global/Local KPI Framework
3.1 Social Brand Architecture
3.2 Channel, Content & Paid Media Strategy
1. Audit
2. Analysis
3. Strategy
4. Activation 4.1 Organizational setup
4.2 Team process management
4.3 Capability building (team)
Elements of a social strategy
MAERSK GROUP SOCIAL MEDIA Making shipping social
THE CHALLENGE
REPORTING & ANALYTICS - INTELLIGENCE
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KPI framework
Maersk Group Social Executive Dashboard
Top level numbers Cum sociis natoque penatibus et magnis dis montes, elit libero, a pharetra augue. Vestibulum id ligula porta felis euismod semper aenean lacini.
Summary description
Reach
90,000,000 +5%
Growth
40,000 +15%
Mentions
1,000 +15%
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Total 331,119
0
10
20
30
40
50
60
70
80
1 2
4
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Vestibulum id ligula porta felis euismod semper. Cum sociis natoque penatibus et magnis dis parturient montes.
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3
2
1 Key events past month
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Impressions
100,000 -5%
Engagement
10,000 +15%
Lorem ipsum Dolor sit amnet
# Container # Shipping # Tanker # Transport # Loremipsumdolorsit # Container # Container
Keywords used with Maersk
# Container # Shipping # Tanker # Transport # Lomdolorsit # Container # Container
# Container # Shipping # Tanker # Transport # Lomdolorsit # Container # Container
Maersk Group Demographics
Top 10 engaged countries by number of mentions
428 42,808
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Mexico
China
Kenya
1123 Brazil
428 South Afreca
428 Italy
1850 Germany
28 Denmark 42,808
Russia
1850 Uk
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Strateg
y Research
DesignIntelligence
Amplification
DistributionProdu
ction
Workflow
SO HOW DO WE CAPTURE SOCIAL OPPORTUNITIES
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Digital Landscape
FIND ME ON THE INTERWEB @ideasoutloud linkedin.com/in/gusmurray [email protected]
Q&A THANK YOU
Rate the presentation here: www.speakerscore.com/X21W
