The Digital Champion Breakfast: How to Prove Social ROI

Welcome!

Roger GrahamSenior Director, Growth & Marketing, APAC Hootsuite

@rogergraham

Join the conversation using #SocialROI #hootsocialbreakfast

Do not currently measure social

ROI

Registrant Survey Results

66%


ROI


66% Why?


ROI


66%

Unsure how to measure

42%Why?

Measure engagement

metrics


66%

Measure engagement

metrics


66% How?

Measure engagement

metrics


66%

Use Google Analytics to

measure

55%How?

Aldrina ThirunagaranAssistant Vice President,

Content Marketing,OCBC

@aldrinat

Today’s Speakers

Jaime SteinGlobal Director, Enterprise

Client StrategyHootsuite

@jaimestein

Allanjit Singh

Head of Social, Havas Worldwide

@allanjits


Agenda8:30am - 9:00am : Breakfast & networking

9:00am - 9:30am : Social ROI presentation – Jaime Stein

9:30am - 10:00am : Panel discussion & questions

10:00am - 10:30am : More coffee, more networking


The Digital Champion:How to Prove Social ROI

21st February, 2017


@hootsuiteJaime SteinGlobal Director

Enterprise Client Strategy@jaimestein


Rebels and renegades tested new ground by setting up rogue accounts.

• Marketing• Public Relations• Community• Customer Service

1st Wave of Social

2nd Wave of Social

Coordinated and centralized at scale as it grew beyond the core.

• Big Bets• Going Viral• Social Organizations

Coming out of trial & error with savvy organizations on their third shot.

New entrants skipping the first two waves.

• Social as a Skill (vs. Team)• The Power of Employees• Meaningful Measurement

3rd Wave of Social

Social ROI: Why Measure?

You either help...

Make Money

Save Money

Mitigate Risk

and/or

and/or


Social ROI =


The reality is that in most companies, employees struggle to articulate the wider organizational goals.


This immediately causes a struggle to align social media activities to achieve organizational targets.


3 Key Steps to Measure Your Social ROI

1. Set the right goals2. Validate and calculate3. Check in and adjust on

the go

1. Set the right goals


“Our goal is to make our social media accounts

feel more global.”

“We want to create

memorable moments that

attract, engage and retain a

community of brand loyalists.”

“Our overall goal is to increase

revenue, which includes

monetizing our social media channels.”

“We have no formal goals for

social media support.”

What goals matter, and to who?

Manager: Consolidated reporting and tracking, secure pre-approved content workflow

Dir. Marketing: Increase traffic by 70% and improve social sentiment by 5% and drive 20% more leads, brand consistency and protection

VP, Marketing: Increase web/social reach by 50% to increase leads by 20% to impact pipeline by 10%

CMO: Build & protect brand, drive total leads to support revenue goal

CEO: 20% revenue growth

Practitioner: Reporting and insights tools, campaign management tool, workflow + permissions ability for content creation and distribution

TacticalStrategic

It all starts with goals.What are yours?

2. Validate and calculate


Validate & Calculate your ROI


✓ Identify & implement the right tools to help you measure and demonstrate your social ROI


✓ Identify & implement the right tools to help you measure and demonstrate your social ROI

✓ Check your social metrics regularly—often daily—to stay on top of your data and report on the impact of your campaigns


Retail customer example

ROI Baseline = 3x return on paid

social

3. Adjust on the go


Check in, adjust as neededSocial media lifecycles are short—identify & adjust underperforming campaigns quickly & efficiently

Proving social ROI is not a one-time event—it is ever-changing and evolving

Go back to the drawing board if necessary—these cycles will help inform the success of future campaigns


Employee Advocacy Example



Employee advocacy enables organizations to leverage their employees to promote the

company’s message

Fortune 500 Brand vs. Employee Reach

Brand


Brand

1x

Main Social Accounts

1x


Brand

1x


1x

3,738,010Average

likes/company

249,357Average

followers/company

X

Total Reach


Brand

1x


1x

3,738,010Average

likes/company

249,357Average

followers/company

X 3,987,367Est. reach of Brand

EntireWorkforce

~163,500 employees

Total Reach


Brand

1x


1x

3,738,010Average

likes/company

249,357Average

followers/company


EntireWorkforce

~163,500 employees

Total Reach

100,000

# of accounts (est.)

75,000


Brand

1x


1x

3,738,010Average

likes/company

249,357Average

followers/company



EntireWorkforce

~163,500 employees

338Average

friends/account

208Average

followers/account

Total Reach

100,000


75,000

X

Brand

1x


1x

3,738,010Average

likes/company

249,357Average

followers/company



Average F500 employees collectively have ~12x more social reach than combined brand accounts

Brand

EntireWorkforce

~163,500 employees

1x


1x

338Average

friends/account

208Average

followers/account

3,738,010Average

likes/company

249,357Average

followers/companyTotal Reach

100,000


75,000

X

X

3,987,367Est. reach of Brand

49,400,000Est. reach of Entire

Workforce

The value of those 49M impressions would be

approximately $24,500.

Your Social ROI Mission

✓ Set the right goals

✓ Validate and calculate

✓ Check in and adjust on the go

Panel Discussion & Questions

Aldrina ThirunagaranAssistant Vice President,

Content Marketing,OCBC

@aldrinat

Jaime SteinGlobal Director, Enterprise

Client StrategyHootsuite

@jaimestein

Allanjit SinghHead of Social, Havas Worldwide

Managing Director, Red Agency Singapore

@allanjits


Thank You!

Global Director, Enterprise Client Strategy@jaimestein

Jaime Stein


● Hootsuite Blog: blog.hootsuite.com● Hootsuite Academy: hootsuite.com/education● Digital in 2017 Global Report by Simon Kemp

Resources


https://blog.hootsuite.com/

https://hootsuite.com/education

http://www.slideshare.net/wearesocialsg/digital-in-2017-global-overview

The Digital Champion Breakfast: How to Prove Social ROI

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Transcript of The Digital Champion Breakfast: How to Prove Social ROI