The Greatest Question Since the
Meaning of Life: What is the ROI of Social Media?<br />

Name: C. Edward Brice<br />Age:
Over 40<br />Use Social Media: Yes<br />

I am NOT a<br />
Social Media Expert<br />

Social Media<br />

Or Has Social Media Jumped
the Shark?<br />Ashton Kutcher posts shot of Demi on Twitter<br />

What is Social Media?<br />

“Social media is like teen
sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is a surprise that it’s not better.” <br /> - AvonashKaushik – Analytics Evangelist, Google<br />

Social Media<br />

Social Media is as Old
as The Hills<br />George The Medieval Blacksmith<br />

FRICTION<br />

Internet<br />FRICTIONLESS<br />

Social Media is Frictionless Conversation
in a Connected Environment <br />

Conversation Desired Traits:<br />Honesty<br />Openness<br
/>Engaging<br />Interesting<br />Relevant<br />Listening<br />

Why Marketers MUSTUtilize Social Media<br
/>

The traditional marketing model is
being challenged, and (CMOs) can foresee a day when it will no longer work.-McKinsey Quarterly<br />FUTURELAB<br />

Future of Media: Digital &
Universally Accessible<br />Global<br />Mobile<br />TV / Offline<br />The Cloud<br />Anytime - Any Place - Any Tools- Millions of Channels<br />FUTURELAB<br />

14,463,346 auctions<br />200,000,000 blogs<br />www.ebay.com
21 Nov 2006<br />Almost 4,000,000 articles<br />(10 languages)<br />&gt;100,000,000 videos<br />(65,000/day)<br />1.5 million residents<br />“The workers should appropriate the means of production”<br />33,347,000 profiles<br />FUTURELAB<br />

(cc) Lynette Webb, 2006<br />FUTURELAB<br
/>

Monitoring & Measuring Social Media-Agent
Wildfire 2009<br />

76%<br />...of consumers don’t believe
that companies tell the truth in advertisements -Yankelowich<br />FUTURELAB<br />

MY FRIENDS – THEIR FRIENDS
– and ALL THOSE WE COLLECTIVELY RESPECT<br />THERE IS STILL ONE TRUSTED MEDIUM<br />LEFT IN THE WORLD<br />FUTURELAB<br />

B2B Purchase Influences<br />Source Enquiro
Inc 2008<br />

Harvard Business Review<br />When forming
an opinion of a company, how credible would the information be from …<br /><ul><li>7% increase in word of mouth unlocks 1% additional company growth

2% reduction in negative word
of mouth boosts sales growth by 1%

For the average company,1% increase
in word of mouth advocacy equated to $16M extra sales </li></ul>A person like yourself or a peer<br />

RADIO, TV, PRINT, EVENTS, ARE
NICE, YET IN MY REALITY<br />MY ECOSYSTEM IS THE BRAND<br />The words they write, speak, film<br />The Stories They Tell<br />Consumersare beginning in a very real sense to ownour brands and participate in theircreation… Weneed to begin to learn to let go.<br />- A.G. Lafley, CEO and Chairman of P&G<br />FUTURELAB<br />

“Businesses that don&apos;t implement Web
2.0 tools will stay behind” <br />DarkoHerlick, Gartner VP and CIO<br />

“There is only one thing
in the world worse than being talked about, and that is not being talked about.”..Oscar Wilde<br />

ROI of Social Media<br />

THE BIG<br />BANG<br />Social <br
/>Media<br />Traditional<br />ROI<br />

“What do you want to
measure – <br />the “social” or the “media”? <br />- David Alston of Radian6 <br />

Media<br />Social<br /> Objectives:<br /><ul><li>Reach

Awareness

Coverage

Continuity</li></ul> Measures:<br /><ul><li> # of
visitors

# of page views

Time on site

Conversions

Leads/Subscriptions/Sponsorships</li></ul>Objectives:<br /><ul><li>Loyalty

Advocacy

Trust

Influence

Engagement</li></ul>Measures:<br /><ul><li> Sentiment

Comments

Feedback

Mentions

Readership</li></ul>Business Value<br />Increase In Revenue<br
/>Decrease In Costs<br />

Monitoring & Measuring Social Media-Agent
Wildfire 2009<br />

Warning, Warning.<br />Sales & Leads
are Nice<br /> But They Are NOT The Objectives<br />

Social Media is Conversational<br />Conversations
are NOT About ROI<br />

Conversations are About VALUE<br />

Ed’s Social Media Value Goals<br
/>Awareness<br />Engagement<br />Listening<br />Innovation<br />Brand<br />SEO<br />Thought Leadership<br />Advocacy<br />Influence<br />Evangelism<br />Sentiment<br />Service<br />Insight<br />Ideation<br />Feedback<br />Collaboration<br />

Ed’s Social Media Value Goals<br
/>Innovation<br />Listening<br />Value Created<br />Engagement<br />Awareness<br />Time<br />

Ed’s Social Media Value Goals<br
/>Awareness<br />Engagement<br />Listening<br />Innovation<br />Brand<br />SEO<br />Thought Leadership<br />Advocacy<br />Influence<br />Evangelism<br />Sentiment<br />Service<br />Insight<br />Ideation<br />Feedback<br />Collaboration<br />Evangelism<br />Success KPIs<br />Page views Replies Suggestions <br />Comments Inbound Links Complaints<br />Friends Press mentions Traffic<br />Followers Referrals Embedded content<br />Registrations Posts Syndication<br />

Awareness<br />2009 Social Media ROI-Egg
Co.<br />

Engagement<br />Goals: <br /><ul><li> Share
information about company & products

Start a dialogue between </li></ul>
company and customers <br />KPI : <br /><ul><li> # of customer comments</li></ul>Results:<br /><ul><li> 100 people commenting on </li></ul> the blog each month<br /><ul><li> Equivalent to gaining </li></ul> customer insight from a focus<br /> group<br />Forrester 2009<br />Value: Equivalent to running a focus group every month at the cost of $15,000 a month, or $180,000 a year.<br />

Innovation<br />2009 Social Media ROI-Egg
Co.<br />

Our Story<br />

Lumension’s History<br />Acquired: July ‘07<br
/>Acquired: Feb ‘07<br />Acquired: April ‘09<br />Founded in 1991<br />Established: Sept ‘07<br />Market-leading patch management<br />First cross-platform and application patch management solution<br />Enterprise-class vulnerability management<br />First credentialed based vulnerability scanner<br />Market-leading device and application control<br />First to introduce whitelisting / patented file “shadowing” technology<br />Compliance and Risk Management.<br />Delivering predefined compliance and control frameworks<br />

Twitter<br />YouTube<br />Community<br />iTunes<br />Blog<br
/>Facebook<br />

Our Social Value Matrix<br />

Lumension’s Optimal Security Blog<br />Objectives:
<br /><ul><li>Improve SEO

Garner more press coverage

Drive thought leadership

Launched Q4 ‘08</li></li></ul><li>Direct Blog Impact
on Press<br />

Lumension YouTube Channel<br />Objectives: <br
/><ul><li>Increase awareness

Improve SEO

Drive thought leadership

Syndicate our rich media

Position thought leaders</li></li></ul><li>Lumension YouTube Channel<br
/><ul><li>Launched June 2008

Video Views - 16,132

Branded Channel Views - 5,840

Subscribers - 46

Favorites Lists - 8

Syndicated – over 60</li></li></ul><li>

Lumension Connect Customer Community<br />Objectives:
<br /><ul><li>Garner more insight from customers

Connect

Collaborate

Share best practices

Co-innovate</li></li></ul><li>Community<br /><ul><li>Launched July 30th (select
invitations)

Visitor Commitment</li></ul>8.57 pages avg. per
visit<br />11.24% of visitors viewed more than 20 pages<br />8:50 avg. time on site<br />24.5% bounce rate<br />~8 visits per day<br />Content Garden<br />

Launched:Q3 08<br />Following: 1100<br />Followers:803<br
/>

Twitter Reach<br />Total Impression opportunity:
2250M<br />Value/impression:$.10<br />Value:$225,000<br />Cost to Lumension: $0<br />

Listening: The Good<br />

Integrated Syndicated Approach<br />PR Web<br
/>Blog<br />Agency<br />Hot Topics<br />Twitter<br />

Key Lessons Learned<br />

Decide if You Want To
Have a Conversation<br />

Understand Your Personas<br />LISA <br
/>AUDIT MANAGER<br />BIG REGULATED, INC.<br />JACK <br />DIR/MNGR INFO SEC<br />Big REGULATED, INC.<br />CHUCK<br />CISO/VP INFO SEC<br />BIG REGULATED, INC.<br />Reads industry blogs<br />Member of online professional community<br />Socially Facebooks<br />Active Blogger<br />Active Twitterer<br />Member of online professional community Engaged in online forums<br />Socially Facebooks<br />Reads industry publications & business press<br />Attends industry events<br />Facebooks to keep in touch with Grandchildren<br />

Content is King<br />

Think Like a Publisher<br />

Don’t Forget about Your Website<br
/>

Social Media Doesn’t Scale…<br />It’s
a Commitment<br />

Thank You<br />Blog: marketinggimbal.com <br
/>Follow: http://twitter.com/cedwardbrice<br />Connect: linkedin.com/in/cedwardbrice<br />Bookmark: delicious.com/cedwardbrice<br />Friends: facebook.com/cedwardbrice<br />