Social Media ROI: Whats the Fuss?

ROI: WHAT'S THE FUSS?

Aseem SoodCOOImpact Research & Measurement Pvt. Ltd.twitter: @aseemsoodEmail : [email protected]

www.impactmeasurement.co.in

… helping you make sense of news

ROI IS NOT # OF FOLLOWERS

Source: KD Paine

Cost Savings + Cost of program - Cost elimination

Greater Efficiency + Cost of program - Cost old way

Greater Revenue + Cost of program - Value of leads/ sales

INVESTMENT


# OF FOLLOWERS IS STILL A GOOD MEASURE

Source: Don Bartholomew

Depends on your need

Exposure Engagement Influence Action

Brand Mentions Share of +ve discussions

Comment Sentiment

# of Followers

Comments/ Post Ratio

Number of links Number of retweets Bookmarks/ likes Resolution rate

Likelihood to recommend a friend

Ratings Reviews

Buy the product Vote for/ against Visit the store Attend the event

Closer to ROI


PRIVATE DATA IS NOT AVAILABLE

Source: Don Bartholomew

Depends on your need

Exposure Engagement Influence Action

Brand Mentions Share of +ve discussions

Comment Sentiment

# of Followers

Comments/ Post Ratio

Number of links Number of retweets Bookmarks/ likes Resolution rate

Likelihood to recommend a friend

Ratings Reviews

Buy the product Vote for/ against Visit the store Attend the event

Private data

Available in public domain/ Agencies can access


SOCIAL MEDIA APPROACH

Source: Dell


ROI CAN BE MEASURED AT EACH STEP

Cost Savings

Greater Efficiency

Greater Revenue

LISTEN ENGAGE ACT


RETURN ON LISTENING = HIGHER REVENUE

“I think the way to win in social media or have success is to not talk but to listen“

Gary Vaynerchukhost of Wine Library TV

example 1


RETURN ON NOT LISTENING = LOSS

Source: 2009 study performed by Mzinga and Babson Executive Education

example 2

One person -Dave Carroll cost United $180M

Loss = cost of more than 51,000 replacement guitars.

Source: YouTube


RETURN ON LISTENING = GREATER EFFICIENCY

Source: 2009 study performed by Mzinga and Babson Executive Education

In a survey in 2009, 80% of respondents reported that customer stories and suggestions helped them shape their products and services better


RETURN ON ENGAGING = GREATER EFFICIENCY

Source: Dell, BrandAutopsy

example 3

In Febuary 2007, Dell launched IdeaStorm — an “online suggestion box

Pre-installed Linux on Dell computers was one of the first ideas generated from IdeaStorm

' key on Dell Mini moved working with customers on Twitter

35 other ideas have been put into action as a response to listening to feedback from customers on IdeaStorm


DELL MEASURES SM REVENUES AS WELL

Total Online

Community Size

2 billion people

3.5 million people

Revenue $52 billion -

Twitter

1.5 million people

$6.5 million from Twitter@DellOutlet $3mn@DellnoBrasil $0.8 mn@DellHomeSalesCA $150K

Cont... example 3

Source: Dell


“WE ARE ALL ABOUT LISTENING”, DellCont... example 3

Source: Dell

Michael Dell unveiled the Social Media Listening Command Center

Trained more than 5,000 workers on how to use social media


TAKING LISTENING TO THE NEXT LEVELCont... example 3

Source: Dell

Monitor more than 22,000 Dell-related topic posts

Average daily mentions of Dell on Twitter alone have a greater reach than the combined circulation of the top 12 daily newspapers in the United States

90% of the time Dell enters into a conversation, it “wins.”


Where do I start?

START LISTENING


START LISTENING – Telecom Example

*Green color number denotes Positive Conversation Red color number denotes Negative Conversation


OBSERVE TRENDS

*Green color number denotes Positive Conversation Red color number denotes Negative Conversation

Thank you!

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Aseem SoodCOOImpact Research & Measurement Pvt. Ltd.twitter: @aseemsoodEmail : [email protected]

Web: www.impactmeasurement.co.in

To see which companies and which leaders are trending in Indian Print Media REAL-TIME, seeCompanies: http://bit.ly/aTkuXfCxOs: http://bit.ly/gXAQ3T

Social Media ROI: Whats the Fuss?

Technology

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