Brought to you by & &

Proving Social Media ROI:What is Engagement Worth?

Join the Conversation…

Submit your questions in the GotoWebinar

presentation window

Follow

along and share your

thoughts on Twitter

at #SMTlive

Our Speakers

#smtlive

Maggie Fox is the founder and CEO of Social Media Group, established in 2006 and one of the world’s most highly respected independent agencies helping business navigate the socially engaged Web. Pioneers in their field, Social Media Group has developed social media strategies for some of the best-known brands in Europe and North America. @maggiefox

Lux Narayan is the CEO and Co-Founder of Unmetric Inc, the Social Media Benchmarking company. Unmetric is is a pioneer in the social media competitive intelligence space, and is quickly carving & owning a niche for itself in providing unique analytics across social media platforms like Facebook, Twitter, YouTube & Pinterest.

Dr. Natalie L. Petouhoff is a business strategist & consultant as well as a leading authority on social media ROI. As a Forrester Analyst, Dr. Natalie led the pack by writing the world's 1st social media ROI model. Today Dr. Natalie continues to lead the marketplace with her practical experience & proven abilities to guide companies & brands.

Arthur Bailey is the Senior AR/PR Manager for Microsoft Worldwide SMS&P. With a strong emphasis on Microsoft’s channel recruitment and SMB sales strategies, Bailey manages analyst engagements that focus on Microsoft’s core technologies as well as its channel and SMB programs’ strengths and challenges.

4 Reasons to ROFL (when asked for Social Media ROI)

There is no magical Social

Media ROI Formula that’s

been eluding us thus far!

ROI is from "Project Finance".

If you had ROI on variable costs,

you're printing money!What's the "value" of a Fan?

Let’s figure the ROI on a TV

GRP first!

Just because Social Media

has more metrics, we

expect to be able to

quantify ROI

Frameworks for thinking around the ROI Box

Investment

Buying GRPsCreating adverts

Buying TrafficCreating

stickiness

Building CommunityCreating engagementMaintaining conversations

TV www Social

Viewer Metrics

Preference, UBA, UAA etc

Visitor metrics:

Time on site, assets viewed,

etc

Social Metrics:

Mentions, Likes, Comments, Shares, RTs, @mentions, etc

A.I.D.A.

ReturnSales

1. C

orre

latio

n

2. Attribution

3. Benchmarking...

Would it be useful if you could:

• Improve Digital Campaign Response:

• Accurately measure, identify and rank, engage top influencers and measure results quickly

• Improve Campaign Management & Effectiveness:

• Conduct real-time digital campaign analysis, measure campaign/ engagement results, more accurately, quickly and easily

• Prevent a PR disaster or reduce brand damage – length of issue and depth of problem

• Optimize Online Advertising Investment:

• Optimize advertising effectiveness based upon refined target message creation.

Digital Marketing / PR Business Goals Would it be good if you could…

@drnatalie

Case Study: Occasion-Based Marketing in CPG

• Identify the occasions on which consumers most enjoy cheese

• Confirm hypothesis that consumers most enjoy their cheese product in a BBQ setting

• Cheese gets the most “buzz” and conversation at breakfast time

• Consumers talk more about making omelets than cheese burgers

• Strategically place cheese next to eggs and dairy aisles

• Developing commercial in breakfast setting

• Creating other “breakfast themed” campaigns

Challenge and/or Business Objective

Insights Discovered

Actions Taken

Results/ Outcome• Saved time and money on market research

/ small focus groups• Increased the sales of the cheese by

moving it closer to breakfast foods

@drnatalie

Case Study: Campaign Launch in QSR

• Launched a new product• Wanted to determine its uptake in

various markets

• They cities where sales stopped was because the people bought them all and they couldn’t find them anywhere

• Found that some skews in certain areas were selling on a steady path

• Other areas sales stopped completely

Challenge and/or Business Objective

Insights Discovered

Actions Taken

Results/ Outcome• The re-allocated the inventory, sending

more to locations that had higher sales volumes

• Hit highest sales record in life of the product line

@drnatalie

Case Study: Issues Tracking in CPG

• A cosmetics company wanted to determine how its new foundation product was performing in the market place

• A new word “oxidization” used to describe product discoloration issues

• Identified key health and beauty bloggers that were spreading this mis-information

• Pulled product from the selves• Reformulated product • Reached out to bloggers to educate

them on new formula

Challenge and/or Business Objective

Insights Discovered

Actions Taken

Results/ Outcome• Restored brand reputation• Re-launched new product in Fall 2012• Broke record sales

@drnatalie

PR Crisis Recovery & Restore Sales

• What is the cost of a PR Crisis Recovery plan?• Impact to annual revenue /shareholder value?• Revenue lost / week during PR Crisis?• Length PR Crisis without social media monitoring?• Length PR Crisis with social media monitoring?• Cost to restore corporate brand reputation / equity?• Fix a product issue and return sales volume

Benefit: $2M to restore the brand’s reputation and restore sales of product

ROI = $2M – $300K x 100 = 566% ROI $300K

= – x 100

• People: Staff salary (existing)

• Process: Training to use the system (5 days)

• Technology: Social Media Monitoring Platform

• Investment: (1 year) = $25K x 12 = $300K

@drnataliewww.DrNatalieNews.com/blog

Join the Conversation…

Submit your questions in the GotoWebinar

presentation window

Follow

along and share your

thoughts on Twitter

at #SMTlive

Our Speakers

#smtlive

Maggie Fox is the founder and CEO of Social Media Group, established in 2006 and one of the world’s most highly respected independent agencies helping business navigate the socially engaged Web. Pioneers in their field, Social Media Group has developed social media strategies for some of the best-known brands in Europe and North America. @maggiefox

Lux Narayan is the CEO and Co-Founder of Unmetric Inc, the Social Media Benchmarking company. Unmetric is is a pioneer in the social media competitive intelligence space, and is quickly carving & owning a niche for itself in providing unique analytics across social media platforms like Facebook, Twitter, YouTube & Pinterest.

Dr. Natalie L. Petouhoff is a business strategist & consultant as well as a leading authority on social media ROI. As a Forrester Analyst, Dr. Natalie led the pack by writing the world's 1st social media ROI model. Today Dr. Natalie continues to lead the marketplace with her practical experience & proven abilities to guide companies & brands.

Arthur Bailey is the Senior AR/PR Manager for Microsoft Worldwide SMS&P. With a strong emphasis on Microsoft’s channel recruitment and SMB sales strategies, Bailey manages analyst engagements that focus on Microsoft’s core technologies as well as its channel and SMB programs’ strengths and challenges.

Thanks for Joining Us!

#smtlive

• This webinar will be available on-demand at www.SocialMediaToday.com.

• An archived version of the webinar along with the slides will be emailed to you in a couple of days

• Thank you to today’s webinar sponsor SAP.

Join us next week for:

#smtlive

Social Media & Organizational Change: Disruptor or Facilitator? Do internal social tools help or hinder your company?