1.#ROISM ROI OF SOCIAL MEDIAROI of Social Media how to measure the rightthings to drive your integrated traditional andsocial media marketing strategies#ROISM1

2. #ROISM There is strong global growthTudouSource: http://www.benphoster.com/facebook-user-growth-chart-2004-2010/2 3. #ROISMSocial media: Marketing v. OperationsMarket ResearchCustomer service Advertising Executive Search3 4. #ROISMSocial media is just another media channel Traditional SocialRadioDigital Microblogs Photo TV OOHBlogsVideo4 5. #ROISMDefinition of social media vs. WOM Off-line On-line ObserveListenFace to faceROI of Social Media5 6. #ROISMCase study: Will it blend? > 9M downloads on YouTube Incremental revenue 500% increase in sales on initial $50USD investment Became leader in the category Source: http://www.youtube.com/blendtec#p/a/082908F9B9B1533E/0/qg1ckCkm8YI6 7. #ROISMFirst messageSocial media is largeSocial media is complex,Social media is just another media channelSeparate out operations from Marketing7 8. #ROISMDENNYS SUPERBOWL SUCCESS 9. #ROISMHow does your marketing strategy differ fromyour social marketing strategy?9 10. #ROISM Social media and marketing Social mediaCustomer MarketingOther Serviceengagement stakeholders Other operations10 11. #ROISM What do you have trouble measuring and analyzing? Why?11 12. #ROISM I can measure everythingCost, time, accuracy12 13. #ROISM Consumer decision model: Putting it all togetherPurchase funnelRelevanceMarket utility Price $ Probability ofchoosing an item13 14. #ROISM Summary To measure social media we need the right framework Investment must be in line with value14 15. #ROISM The refrigerator15 16. #ROISM Key book concept16 17. #ROISM Media Engagement Framework Segmentation Influencers Consumers Individuals / Personas CompetitiveSet Endorsement Share Brands TimeBrand ImageInfluencer Endorsement Consumer Purchase Community EngagementMeasurementFunnelFunnel Funnel FrameworkReputation Awareness AwarenessReach FrequencyQuality ConsiderationConsumption Conversation Subscription Follow CountPurchase intent/ ProfileContent Timing PurchaseLoyaltyInvitation17 18. #ROISM Social Media Tenets in summary Social media is the new primary component of corporate communications with all stakeholders and is an equal with traditional, PR and other media channels. It is one of many media channels that needs to be fully integrated into the media mix Social media has two key components outbound marketing messaging and inbound customer service engagement. Engagement must take place with the right individual in the company at the right time in order to provide its full benefit. Social media is made up of many individual channels that must be treated as an integrated, bidirectional communications channel.18 19. #ROISM Products and services = our short advertisement MarketSim DynamicProRelevant Engage benchmarking markets, product/brand your social presence, tracking your launch, strategic decision support marketing success with Best-in-class consumer centricMarketing Calculator Marketing modeling simulator design tool SurPlace Marketing ROI based improved media buying Training Public and customized private on marketing ROI and social media strategy and ROI19 20. #ROISM Client base profile Strategic decision-making supportGlobal experience Drive long term strategic change in North America Sri Lanka decision-making methods RussiaSingapore P&G MalaysiaJapan GAB Hong Kong Morocco Garuda Indonesia Vietnam Indonesia FrieslandCampina Example clients20 21. #ROISM Thank you Guy R. Powell gpowell@ProRelevant.com Michiel van de Watering Michiel@ProRelevant.comCommunity: ROIofSocialMedia.com Facebook: www.Facebook.com/ROIofSocialMedia Twitter: @ROISocialMedia #ROISMJoin me on LinkedInwww.ProRelevant.com US: +1-404-816-4344NL: +31 6 53 72 11 17 Sing: +65 9185-644321