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TRANSCRIPT
SOCIALMEDIA
ANDMARKETING
ROI
RULES FOR CREATING CEO FRIENDLY
SOCIAL MEDIA CAMPAIGNS
BY REX FREIBERGER
RETURN ON INVESTMENTROI = [GAIN FROM INVESTMENT – COST OF INVESTMENT] /COST OF INVESTMENT
RETURN ON OBJECTIVES
Question: What internal social strategy objectives will you focus most on in 2011?
In the survey, Altimeter Group asked 140 corporate social strategists about their 2011 planning.
Question: What measurements are most important to evaluating the success of your program?
In the survey, Altimeter Group asked 140 corporate social strategists about their 2011 planning.
An increase in search rankings is NOT a
financial metric
An increase in Facebook Likes is NOT a
financial metric
An increase in positive opinion is NOT a
financial metric
• 10 leads per month via Contact Us after landing on the blog
• 10% of leads become clients• 1 new client/month• Average client value is $15,000 =
$15,000/month revenue
Website Blog
ROI ALWAYS IS:Revenue minus
Investment/investment
15,000-2,300/2,300
ROI = 552%
• 60 hours per month to create• Avg staff salary + benefits = $60,000• $60,000/2000 hours = $30 per hour• + $500 per month in design
Costs = $2,300 per month investment
Investment
• $20,000 for Q2
Action
• Company creates Influencer Outreach Campaign and Facebook page
Reaction
• Bloggers and the public respond positively
Nonfinancial Impact
• Q2: 20,000 people liked page, 3x increase in brand mentions, 43% increase in positive sentiment
Financial Impact
• Q2: 10,000 New Transactions = $100,000
WELCOME TOROI WORLD
$$$ $$$
DARECONNECT
WHAT IS THE UNIT OF MEASURE [THE CURRENCY IN OTHER WORDS] OF INSPIRATION? HOW ABOUT INNOVATION? RELATIONSHIPS, EVEN?
CORRELATION
Step #1 Establish a Baseline
Trend: 10% Growth
Start of ActivityStart of Social Media ProgramStart of CampaignStart of Measurement
Create Facebook Page and Influencer Research Collateral and Lists
• Month 1
Reach Out to Influencers and do Facebook Advertsiting
• Month 2
Hold Facebook Contest and Continue Outreach
• Month 3
Major Influencers Post Review of Product, discuss contest
• Month 4
Videos posted to Youtube, Facebook Contest ends
• Month 5
Step #2 Create Activity Timeline
Step #3 Monitor Brand Mentions
Use Google Insights/Trends for search data
Step #4 Look at Transactional Data and Sales
Sales Revenue
Step #5 Overlay Data onto Single Timeline
Step #6 Look for Patterns
Source: David Witt, Senior Manager, Brand Public Relations, General Mills
