ROI-presentation-PAS
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Leveraging Analytics for Social Media ROI presented methods for measuring return on investment (ROI) from social media. It discussed frameworks like the ROI pyramid and balanced scorecard for evaluating ROI. Key metrics for social marketing ROI include listening metrics like volume, share of voice and sentiment as well as reach, engagement and sales impact. Additional resources on social media analytics and ROI measurement were also provided.
ROI-presentation-PAS
- 1. Leveraging Analytics for Social Media ROI Presentation for PAS – Dec 18, 2012 Babar Bhatti • babar@mutualmind.com
- 2. About Me • Focus on Social media analytics and data mining • Background in E-business, Web 2.0, Analytics and Internet Technologies • Co-founded MutualMind in 2009 - Angel-funded startup in Dallas MutualMind is a social media listening, analytics and engagement platform with an exclusive focus on OEM partners and agency/service providers. 2
- 3. Today’s Discussion 3
- 4. Primer on ROI • Return on Investment – a financial measure • Why all the confusion? • Key trends in digital marketing are driving the need for better measurement of ROI (and accountability!) Age of the Customer Paid, Owned and Earned media Too much data and noise, non-standard approaches / lack of standards, attribution gaps and stand-alone products 4
- 5. The ROI Infographic 5
- 8. McKinsey Framework 8
- 9. ROI Measurement Social can deliver value for a variety of business purposes Marketing Campaigns Brand Awareness and Word of Mouth Competitive Intelligence Customer Intelligence Monitor Reputation (Early Warning System) Product Feedback (Voice of consumer) Market Research Customer Service Sales (Lead Generation) POST: People, Objective, Strategy, Technology. 9
- 10. Metrics for Social Marketing Metrics that Matter Listening Volume / Sources Share of Voice Topics Sentiments Reach and Influence Audience segmentation Reach / impressions Engagement Reactions – Likes, shares Content marketing Sales Impact 10
- 11. Shopper Marketing Touch Point Monitor Social CRM Amplify Lead Consider Insights Shopper Lifecycle Intelligence • SOV Interactions Evaluate • Sentiments •Responses • Trends •Engagement Word-of-Mouth •Customer Service •Authentic Reach Buy •Authentic Influence •Resonance Change in: Experience • Brand awareness and sentiment • Consumer behavior • Business outcome Advocate Bond Digital and In-store Social Intelligence for Brands & Retailers 11
- 12. Insights Dashboard 12
- 13. Sentiments & Reach Sentiments and Brand Reach 13
- 14. Competitive Intelligence MONITORING RESULTS FOR BRAND VS COMPETITION FACEBOOK PERFORMANCE COMPARISON 14
- 15. ROI Calculator Example Configurable, self-service online calculator 15
- 16. ROI Calculator Example 16
- 17. Additional Resources • A list of key resources is included on the next slide • For additional case studies, resources and questions, please connect with me: babar@mutualmind.com @thebabar www.linkedin.com/in/bbhatti 17
- 18. Selected References 1. McKinsey & Company – Demystifying Social Media - 2012 2. IBM Social Analytics – The Science Behind Social Media Marketing - 2010 3. Altimeter Group – Social Media ROI Cookbook - 2012 4. Forrester Research – The ROI of Social Media Marketing - 2010 5. Forrester 2012 – The ROI of Social Marketing 6. Sloan Management Review – Increasing the ROI of Social Media Marketing – Fall 2012 7. Sloan Management Review – Can You Measure the ROI of Your Social Media Marketing? – Fall 2010 8. IBM Institute for Business Value Executive Report: Analytics, the New Path to Value – October 2010 9. MutualMind Blog (White paper, Infographic) 10. John Lovett - Social Media Metrics Secrets - John Wiley and Sons - 2012 11. Olivier Blanchard – Social Media ROI – John Wiley and Sons - 2011 18
Editor's Notes
- #3: Serving over 60 brands, majority of them are Fortune 500 multinational corporations
- #4: White paper which provides details on various details
- #5: ROI is not the same as “any kind of results” – should not use the term without enough context and explanation
- #6: Summarizes the concepts presented in the white paper
- #7: Summarizes the concepts presented in the white paper
- #8: Summarizes the concepts presented in the white paper
- #9: Path to Purchase
- #10: Case Studies available
- #11: Are you using quantifiable metrics as much as possible?
- #16: You decide which metrics matter.
- #19: Selected references are listed below