1. Social Media ROI
Winning political and financial support for Social
Media on campus
April 16, 2010
Rob Cima, Partner
mStoner, Inc.
mStoner

2. ROI: It’s not just for
accountants anymore
• Better direct activities
• More effective marketing and communication
• Justify budgets
• Improved accountability
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3. ROI Roadblocks
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4. Few good examples
• Avinash Kaushik, Google
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5. Can’t agree on what
“Return” is
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6. Can’t agree on what
“Return” is
$REVENUE - $INVESTMENT
$RETURN =
$INVESTMENT
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7. Intermediate vs. Final
Outcomes
• Event Attendance
• Connections
• Donations to Annual
• Retweets Fund
• Fans • Employment by
recent grads
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8. Foo Foo
• “Something pretty or cute with no utilitarian value”
• E.g. “Create community and increase engagement.”
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9. Metric Paralysis
• All metrics have
problems
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10. Technology Hurdles
• Linking Social Media tools with existing back-end
• Multi-channel results. (e.g. engage on Linked in, and
then phone call)
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11. Creating ROI
“Experiments”
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12. Guiding Principles
• Quick Wins
• Connect the dots from activities to goal
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13. Quick Wins
• Small experiments at first
• Explicit is easier than implicit
• Focus on what’s working
• Build up over time
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14. Return
ROI Invest
CYCLE
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15. Goal:
What success looks like,
what we’re going to
accomplish.
Return
ROI Invest
CYCLE
mStoner page 15

16. SMART Goal
• “Increase online donations from people who have
graduated in the last 5 years by 20% by June 30, 2011”
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17. Goal: Strategy:
What success looks like, Main ways we’re going to
what we’re going to do. achieve the goal.
Return
ROI Invest
CYCLE
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18. Goal: Strategy:
What success looks like, Main ways we’re going to
what we’re going to do. achieve the goal.
Return
ROI Invest
CYCLE
Action:
Activities we’re going
to do to execute the
strategy.
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19. Goal: Strategy:
What success looks like, Main ways we’re going to
what we’re going to do. achieve the goal.
Return
ROI Invest
CYCLE
Measure: Action:
Intermediate and final
Activities we’re going
metrics
to do to execute the
strategy.
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20. Page Title Goes Here
Campaign Charter
• By (actions), we will (strategy) causing us to (goal).
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21. A Few Closing Tips
• Focus on trends not absolutes
• Benchmark immediately
• Use excel if necessary
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22. Page Title Goes Here
ROI
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23. Thanks!
• rob.cima@mstoner.com
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24. Panel Discussion
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