Contenu connexe Similaire à Social Marketing: This ROI is Too Good to be True (20) Social Marketing: This ROI is Too Good to be True2. Before We Get Started…
• Join the backchannel conversation during the Webinar at #socialroi
• Presentations and Webinar recording will be archived and posted to
our site later this week for you to download
• A copy of the 2008 Social Marketing ROI and Benchmark Guide
will be sent to you after the Webinar
2
© 2008 Powered, Inc.
3. Today’s Topics
Branded Online Community Measurement
Kathy Warren, VP Account Planning, Powered
Results of the 2008 ROI Benchmark Study for
Social Marketing Programs
Bill Harvey, President, TRA Global
Social Media: Why it Makes Sense and How I
Prove it to Myself
Brian Halligan, Co-Founder and CEO, HubSpot
3
© 2008 Powered, Inc.
5. Social movement creating opportunity across the
Enterprise including high-potential for marketing
• Social Marketing
Planned as part of go-to-
• Segment-focused
Marketing
market strategy
communities
Designed to drive:
• Acquisition
• Purchase consideration
• eComm Ratings,
Sales/Dist
• Loyalty
Reviews
• Advocacy
• Insight
Long-term persistent
• Voice of brand
PR & strategy
• Blogger outreach
Corp Com
• Support Forums
Support
5
© 2008 Powered, Inc.
6. Three keys to branded online community success (and
ability to measure)
1. Start with the audience segment & desired outcomes in mind, not
„the message‟ – it‟s all about them
2. Give before you get - engage based on mutual INTERESTS first
– Category second
– Brand/products (not just the latter)
3. Listen and show that you heard
6
© 2008 Powered, Inc.
7. Segment value drives critical mass & substantiates
expansion
High
Pro Content UGC Research
Contribution
Low
time
community
brand 7
© 2008 Powered, Inc.
8. Evolution from tactical to strategic planning
Business
Reporting Outcomes &
Actionable Insight
8
© 2008 Powered, Inc.
9. Social Marketing Transactional & Strategic ROI
Brand.com E-mail marketing Paid Media Viral/WOM
Total Visits
50% Engage
(in content & conversations)
Relationships Purchase eCommerce Brand Equity Segment insights
influence handoffs
• 4-7% of visitors • 74% more likely
18-20% reported 5% of visitors 6-12% ongoing
register purchases (all click-through to to purchase survey response
channels) online store via rates
• 25% return • 86% willingness
merchandise
visitors to recommend
Online Transactions
9
*Source: Averages across Powered communities CY2008
© 2008 Powered, Inc.
10. Cumulative ROI of Social Marketing
Branded communities are persistent and drive ongoing return.
6-month pilot Year 1 Year 2 Year 3
Total Visits 225,000 900,000 1,080,000 1,440,000
Engaged
112,500 450,000 540,000 720,000
Consumers
Registered
9,000 45,000 88,200 145,800
Members
(4% cumulative)
CTR to brand 11,250 45,000 54,000 72,000
Transactions* 2,250 9,000 10,800 14,400
(assumes 1%)
Advocates
96,750 387,000 464,400 619,200
more likely to
recommend
Based on typical results from Powered programs – results will vary by brand , benchmarks are established during 6-mo pilot.
10
*Online transactions are dependent on client tracking via web analytics. All other measures are tracked by Powered.
© 2008 Powered, Inc.
11. Managing to actionable KPIs – through behavioral &
primary research data
Objective Metric Objective Metric
Purchase
Visits
Acquisition Clicks on Merchandise or CTAs
Consideration
Unique Visitors Additional hand offs to brand
New vs. Returning Visitors
Likelihood to purchase brand
Bounce Rate
Planned purchases in next 6 months
Registered Users
Reported purchases
Marketing Opt-ins
Estimated Revenue/course
Group Members
Brand Equity Program satisfaction
Average Session Length
Engagement
Total page views Likelihood to recommend brand
Page views/session % of users who refer-a-friend
Total Engaged Visitors
Retention % returning unique visitors
Content Engagement (Enrollments, Views)
% repeat sessions
Social Engagement - Creators
% of audience retained y:y
Social Engagement - Critics
Survey respondents by year registered
Social Engagement - Contributors
Operational
Service call avoidance
Social Engagement - Spectators Efficiency
11
© 2008 Powered, Inc.
12. Results of the 2008 ROI Benchmark
Study for Social Marketing Programs
Bill Harvey, President TRA Global
12
© 2008 Powered, Inc.
13. About This Study
Purpose of This Study
– Equip the marketing community with the best information from which to
create the most effective marketing programs in the immediate future.
Study Methodology
– Self-reported consumer data collected via surveys
– Surveys were collected approximately 6-8 weeks into experience
– Midpoint values were used in analyzing responses regarding amount
spent on purchases of relevant products
Sample Size = 112,183 completed surveys
13
© 2008 Powered, Inc.
14. 2008 ROI Results
For 2008, Powered social
marketing programs yielded a 60:1
ROI, a 10% increase from 2006.
The results would indicate that the
longer the program is sustained, the
higher the ROI achieved.
14
© 2008 Powered, Inc.
15. 2008 ROI Comparison by Marketing Program
The Powered approach for social marketing programs has consistently
outperformed the DMA and MMA ROI estimates for all of direct marketing
and non-CPG mass media advertising for the past 3 years NCM has
conducted this study.
Direct Marketing Association (DMA) 2005 Economic Impact Study, Peter A. Johnson, PH.D., pjohnson@the-dma.org.
MMA: “Finding The Other Half” by Erwin Ephron and Gerry Pollak, Ephron On Media website archive.
15
© 2008 Powered, Inc.
16. 2008 Supplementary Findings
Objective Metric
Objective Metric
Purchase
12M visits across Powered‟s online Nearly 500,000 clicks on product CTAs
Acquisition Consideration
community sites
7.5M unique visitors across
66% are more likely to purchase brand
Powered‟s online community sites
7:1 ratio of new to returning unique
27% plan to purchase in next 12 mos
visitors
1.4 million registered users 26% reported making a purchase
Content 94% satisfaction rate with overall
Brand Equity 85% would recommend brand
Engagement content
93% satisfaction rate with
92% of users would refer-a-friend
educational content
92% rated content as excellent, very
Retention 95% would visit the site again
good or good
16
© 2008 Powered, Inc.
17. Implications for Marketers
Give in order to get
Utilize a “soft sell” approach to marketing communications – inform,
educate and help consumers
Provide the social marketing and Web experiences your
customers value
Shift thinking away from short-term social media campaigns to long-
term social marketing programs
17
© 2008 Powered, Inc.
25. Questions?
Kathy Warren, VP Account Planning, Powered
twitter.com/kathywarren
Facebook: Kathy Warren
E-mail: kathy.warren@powered.com
Blog: http://theengagedconsumer.powered.com/
Bill Harvey, President, TRA Global
bill@traglobal.com
www.traglobal.com
Brian Halligan, Co-Founder and CEO, HubSpot
twitter.com/bhalligan
www.hubspot.com
25
© 2008 Powered, Inc.