Social Media ROI: Whats the Fuss?

ROI: WHAT'S THE FUSS? Aseem Sood COO Impact Research & Measurement Pvt. Ltd. twitter: @aseemsood Email : asood@impactmeasurement.co.in www.impactmeasurement.co.in

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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Closer to ROI

PRIVATE DATA IS NOT AVAILABLE Source: Don Bartholomew Depends on your need Exposure Engagement Influence Action ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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 Vaynerchuk host of Wine Library TV example 1

RETURN ON NOT LISTENING = LOSS Source: 2009 study performed by Mzinga and Babson Executive Education example 2 ,[object Object],[object Object],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 ,[object Object],[object Object],[object Object],[object Object]

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”, Dell Cont... example 3 Source: Dell ,[object Object],[object Object]

TAKING LISTENING TO THE NEXT LEVEL Cont... example 3 Source: Dell ,[object Object],[object Object],[object Object]

Where do I start? ,[object Object]

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

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Social Media ROI: Whats the Fuss?

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Social Media ROI: Whats the Fuss?