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ROI of Social Media
Measuring the Un-Measurable
@soravjain
www.facebook.com/learnsocialmedia
Social Media is like Teen SexAvinash Kaushik, Analytics Evangelist, Google
Social Media is like Teen SexEveryone wants to do it.
Nobody knows How?When it's finally done there is surprise it's
Not Better- Avinash Kaushik, Analytics Evangelist, Google
“High / Wrong Expectations!”
Is Social Media an extension ofbusiness ethics? Should there
even be a “return”?
www.facebook.com/learnsocialmedia
QualitativeBenefits Loyalty
Trust Passion
Brand Awareness
InteractionConversations
Insights
www.facebook.com/learnsocialmedia
…..but you’ll probably be told
that stuff is hard to measure
www.facebook.com/learnsocialmedia
It IS easy to measure, just not with usual success metrics…
… It doesn’t just boost sales but impacts the overall organization growth..
www.facebook.com/learnsocialmedia
Know which needles* you wantto move and.
www.facebook.com/learnsocialmedia
Know which needles* you wantto move and how to keep track.
Know which needles* you wantto move and how to keep track.
*be strict and choose metricsthat actually translate into abusiness context for yourorganization.
www.facebook.com/learnsocialmedia
Does Number of Followers Define ROI?
It is a meaningless metrics………….. “IGNORE”
www.facebook.com/learnsocialmedia
Define Success Metrics
Few Examples:
Number of people who filled in the “get more info” form
Number of influential blogs that linked to us
Number of repeating, unique visitors
Number of people who visited website via Facebook, Twitter or LinkedIn
Number of new customers / sales
Number of features suggested by users that we actually implement
Number of new things we discovered about customers that we never knew before
Number of new customers / sales
Reduction in support costs
Number of people in a specific location / demographic who follow us on twitter
Number of Followers (During Viral and Advertising Campaigns)
www.facebook.com/learnsocialmedia
Measuring Qualitative and Quantitative
www.facebook.com/learnsocialmedia
A campaign to increase Satisfaction and Obtain Customer Feedback
Success Metrics Goal As Implemented by
Amount of feedbacksreceived.
Amount of good suggestions that your company hadn’t thought of
Amount of the above that your company actually implements
N amount of suggestionscollected per month and N amount that you actuallyimplement.
www.facebook.com/learnsocialmedia
A Campaign to Listen Consumers and Understand Consumer Behavior
Success Metrics Goal As Implemented by
- Media Coverage and Positioning among Authorities
- Quality of Feedback
Number of followers
Customers using Social Media platform to engage with the brand
Reduction in Research Cost
To Gain Thought Leadership
To obtain both negative and positive
N Number of followers by the end of this year
N Number of customers should use Social Media to engage with brand.
Profiling on Basis of Feedbacks and Activities
Case 3: Paranormal Activity
Demand how?
By clicking
To watch the movie
Invite people to make it
1,000,000Demands
Invite people to make it
How the Demand Grew?
By Spreading the Word
Via
By Spreading the Word
Via
Emailing Friends
By Spreading the Word
Via
Emailing Friends
tweeting
By Spreading the Word
Via
Emailing Friends
tweeting
Using widget on blogs & websites
By Spreading the Word
Via
Emailing Friends
tweeting
Using widget on blogs & websites
Facebook share
By Spreading the Word
Via
Emailing Friends
tweeting
Using widget on blogs & websites
Facebook share
Pasting the links
By Spreading the Word
Via
Emailing Friends
tweeting
Using widget on blogs & websites
Facebook share
Pasting the links
And the Most Effective??
By Spreading the Word
Via
Emailing Friends
tweeting
Using widget on blogs & websites
Facebook share
Pasting the links
Tweeting
Tweeting about
Paranormal Activity
Demand
Tweeting about
Paranormal Activity
Experience
Tweeting Paranormal
Activity Reviews & Posting
links to reviews by experts,
videos, websites and blogs
Leading to a Paranormal
Activity Conversation
Ample Paranormal Activity tweets & conversation makes
it in the list of TRENDING TOPICS
Raising Curiosity among Tweeters who haven’t heard about
Paranormal Activity!
Resulting in conversation, questions & need to know about
Paranormal Activity!
Facebook Share and Fan Pages
More than 25 Paranormal Activity fan pages with maximum holding
1,00,000 fans
Beyond 20 Paranormal Activity groups targeting individual countries
Activities on Fan Pages
Hosting Parties
Activities on Fan Pages
Hosting Parties
Raising interest among theatres to actively promote the movie and sell tickets to be a part of the party
Pleading customers to purchase tickets to support their nearby / favorite theatre. Also, providing information on left over tickets.
Activities on Fan Pages
Hosting Parties
Raising interest among theatres to actively promote the movie and sell tickets to be a part of the party
Pleading customers to purchase tickets to support their nearby / favorite theatre. Also, providing information on left over tickets.
Activities on Fan Pages
Uploading reaction videos
Activities on Fan Pages
Uploading reaction videos
Uploading reaction Photos
Activities on Fan Pages
Uploading reaction videos
Uploading reaction Photos
Discussions
Facebook Share
People updating Status message about
Paranormal Activity from
personal profiles & on
fan pages
PositiveConversation
Raising curiosity among people who have not watched it yet!
Facebook Share
Reactions on status messages on personal profile and fan pages
Positive feedback
Negative feedback
Facebook Share
photos share, videos share, paranormal activity links share (to blogs, websites, reviews, news), FB applications etc..
Reactions on status messages on personal profile and fan pages
Positive feedback
Negative feedback
Facebook Share
photos share, videos share, paranormal activity links share (to blogs, websites, reviews news), FB applications etc..
Resulting In >>
Positive feedback
Negative feedback
Reactions on status messages on personal profile and fan pages
Conversations
Conversations
Conversations
& Conversations
Conversations
Conversations
& Conversations
Spreading Word of Mouth and
Increasing Demand
Reason Why Company Fails!
Research conducted by students of GreatLakes at ECHOVME as Interns
I Love Questions!
Sorav JainThinker in Chief ECHOVME Social Marketing Pvt. Ltd.Nungambakkam, Chennai www.echovme.comwww.soravjain.com@soravjain on Twitterwww.facebook.com/soravjainwww.linkedin.com/in/soravjain
www.facebook.com/learnsocialmedia
Sources:
• Yongfook - digital business incubator, based in Tokyo
• ECHO VME and Great Lakes Institute of Management Joint Research Reports
• www.soravjain.com
• http://mashable.com/2009/10/13/paranormal-activity-success/
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