1. SOCIAL MEDIA MARKETING ROI

2. HOW YOU DO SOCIAL MEDIA MARKETING

3. Engage customers
• Engage, interact,
and promote with
d t ith
help of Awards,
Blogs and Forums Polls, Contests
• Interact with • Incentivizes the
audience on relevant customer to
blogs, forums, and promote and
Paid Ads communities publicize
• Accomplish short
Accomplish short‐
term lead • SELL THE CONCEPT 1 Engaged Customer
OR
generation
objectives via paid
1 M
ads. Paid Ads at Content Sites, Forum
Social
3 Personal Banner Networking
Networks Ads Sites
2 Engaged Prospect
communities 2 Paid Ads at SNS
• Build communities
SEO
on Facebook, Orkut
and other Reach TG
community • Review sites
platforms. • Local city sites
Local city sites
• Inside peeks, stories, • Engage, interact,
gossips, etc Communit
y Optimizaion and promote with
• Reach out to people help of Awards,
via SEO and SMO Polls, Contests
• Spreading content
where it reaches the
TG for them to
engage with it.
INTERACTIVITY, ENGAGEMENT, BRAND PROMOTION

4. UNDERSTANDING SOCIAL MEDIA
Customer
Define message Blogging is must Build brands Measure SMM
Communication
• Define the “right • Develop virality in the • Develop corporate • Build & leverage a • Build end‐to‐end
customer message and Promote blog, build corporate brand, as measurability for
communication” message in the social communities and well as brand for key successful
media world leverage existing individuals in the implementation.
forums, blogs
g company
p y • ROI based decision
making.
INTERACTIVITY, ENGAGEMENT, BRAND PROMOTION

5. 1. ITS ABOUT PEOPLE ENGAGEMENT

6. 2. ITS ABOUT TECHNOLOGY ADOPTION

7. 3. ITS ABOUT RELEVANT CONTENT

8. 4. ITS ABOUT DEVELOPING TRUST

9. Social media marketing
is not free.
ALL OF THESE ARE TIME CONSUMING

10. IF THERE IS INVESTMENT, THERE HAS TO BE ROI

11. MEASURING SOCIAL MEDIA MARKETING

12. 84 percent of social media programs don’t measure ROI*
*survey by Mzinga and Babson Executive Education; emarketer.com

13. IS SOCIAL MEDIA PROGRAMS DIFFICULT TO MEASURE*?
*Measuring social media ROI isn’t impossible but it can be difficult, as most of the pieces that need to be evaluated are difficult to track.

14. NO
SOCIAL MEDIA PROGRAMS IS MEASURABLE.
IMPACT – POSITIVE OR NEGATIVE.

15. social media really works, business need to measure its.
i l di ll k b i d i
IMPACT – POSITIVE OR NEGATIVE.

16. The parameters to measure social impact
are different from the parameters of
measuring media impact. The parameters
of measuring social media marketing has
to be combination of both
both.
SOCIAL OBJECTIVES
SOCIAL OBJECTIVES MEDIA OBJECTIVES
MEDIA OBJECTIVES
• Reach • Loyalty
• Awareness • Advocacy
• Coverage • Trust
• Continuity • Influence
• Engagement
SOCIAL MEASURES MEDIA MEASURES
• # of visitors •Sentiment
• # of page views • Comments
• Time on site • Feedback
• Conversions ‐ Subscription, • Mentions
Lead, Sponsorships
d h • Readership
d h

17. Measurement
Content Visibility Relevance Credibility Brand DNA
Status, awareness, Profile view, Comments Answer rating Relevance,
group post connection,
participation
Status, wall post, connection, Comments Likes, Relevance,
participation
Tweets Followers, Click of links Followers Relevance,
participation,
participation
retweets
post Profile view, post Comments, traffic, Rating Relevance,
views, No. of posts share
Videos connection, No of Comments, Likes, ratings Relevance,
videos, videos views, downloads, share
comments
PPTs, documents, Followers , No of Comments, Followers Relevance,
PPTs, documents downloads, share
views, comments
Photographs Profile view, photo Comments, traffic Rating Relevance,
views, No. of photos

18. Growth
Energy Content
Velocity
Traffic
Interactivity