Rochelle Grayson's Social Media Monetization presentation at Merging Media's Access 360 Workshop on March 23, 2012

1. “INCREASE YOUR ROI USING
SOCIAL MEDIA + GAMIFICATION”
FEATURING ROCHELLE GRAYSON +SCOTT DODSON
PRESENTED BY

3. Who is Rochelle?
rochelle@rochelle.ca | @RochelleGrayson

4. Introduction to
Basic Social Media Monetization Concepts

5. Marketplace

6. Types of Markets
Something
One Party Marketplace Another Party
$$$$
Primary: Vendor Customers/Partners
Secondary: Peer Peer
Tertiary: Customers/Users Vendors

8. Scarcity

11. The Elusive “ROI”

12. How to Calculate ROI
Investment Results Returns - $$
$$ (Measured Activities) (incl. Cost Savings)
ROI = (Returns – Investment)
Investment

13. How Much Does Social Media Cost?

14. Conversion Funnel
(Or, Sales Funnel)
(Or, Decision Tree)
(Or, Engagement Funnel)

15. Lower Micro/Assisted
Conversions
Value ($)
Higher Macro/Last

18. The Visitors

19. Quantity or Quality
of Comments

20. Donations

22. Virtual Goods

23. Sales

27. Conversation
# of Audience Comments (or Replies) Per Post

28. Amplification
• # of Retweets Per Tweet
• # of Shares Per Post
• # of Share Clicks Per Post (or Video)

29. Applause!!
# of Favorite Clicks per Post or Video
# of Likes per Post or Video
# of +1s per Post or Video

30. Economic Value
Sum of Short and Long Term Revenue and Cost Savings

31. Define Your Success

33. Participation Pyramid
1% Creators
9%
Editors
90%
Audience
(Passive)

34. 95-5 Community Rule

35. Money

36. What Do People Pay For?

37. Time

40. Convenience

41. Immediacy

43. Comfort

44. Ads

46. Self - Esteem

48. Relationships

51. Belonging

52. Access

54. Scarcity

56. Health &
Wellbeing

57. Wealth

61. Entertainment

63. Creative
Learning

66. Instructions

67. Questions to Ask
• Can people:
– Do something more quickly
– Get something more quickly
– Access something scarce
• Do we provide something sought-after to a
select number of people?
• Would people still use us if we purposefully
added occasional annoyances?
• Do we offer a a superior user experience?

68. Questions to Ask
• Do we make people feel better about
themselves or their image?
• Can people form or retain meaningful
relationships with others?
• Do we improve the health or physical safety of
people?
• Do we give people the opportunity to make or
save money?
• Do we improve people's career prospects?

69. Questions to Ask
• Do we provide a service that people need to
perform their job? Or, perform their job better?
• Do we improve the perceived status of people?
• Do we provide valuable entertainment for
people?
• Do we allow people to experience something
emotional?
• Do we allow people to express their creativity?
• Do we provide people with relevant knowledge or
information?

72. Q&A
Discussion

73. Paranormal Activity Film
●
Production budget of $10,000
●
Got horror fans in front of of the film and taped their reactions. The resulting
videos went viral!
●
Paramount quoted horror movie fans for review blurbs rather than professional
critics.
●
Flooded college campuses with messages
●
Limited release at unusual places — 13 theaters on or near college campuses
●
Let fans decide where the film would roll out next to prove their interest in
seeing the film
●
The film never had a premiere. However, after the consumer generated
marketing campaign, the studio held celebratory premiere parties for the areas
that demanded the film most.
●
Allowed ~150,000 fans who had worked to promote the film to add their
names to the film's credits.
●
Film grossed over $107,000,000 at the box office and an additional $16,000,000
on DVD.

75. Rogers has changed its promoted tweet
in response to the negative backlash
from consumers:
We’re on Twitter to listen & help.
We’re hearing you loud & clear
today. You can reach us
@RogersHelps #Rogers1Number

76. Calculate!

77. Answers

78. Economic Value

79. How Would You Calculate ROI?
Paramount Pictures:
#Super8Secret Promoted Trend created a tremendous spike in
conversations:
●
Tweets of the hashtag reached 9 million impressions in 24 hours
●
20,000 Mentions of the movie skyrocketed to 150 per minute
●
Receipts for the sneak preview exceeded $1 million
●
Paramount said opening weekend box office surpassed expectations by
52% ($35,451,168)
●
ROI Calculation:
●
Promoted Trend: $120K/day
●
9 million Impressions = 9,000 * CPM ($0.10) = $900
●
20,000 Mentions = 20,000 * 2 = $40,000
●
Sneak Preview Revenues = $1 million
ROI = ($1,000,000 + $40,000 + $900 - $120,000) / $120,000 = 7.67