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Unica OnDemand Seven Guidelines for Achieving ROI from Social Media   The Webinar will begin at  1:00 PM  EST You will be connected to audio using your computer’s microphone and speakers (VoIP). A headset is recommended. Or you may select Use Telephone after joining the Webinar.  Dial-in phone:  (323) 417-4600  Access code:  572-736-743 Presented by: Geoff Ramsey eMarketer CEO Sponsored  by:
Geoff Ramsey CE0, eMarketer March 4, 2010 Seven Guidelines for Achieving ROI from Social Media
eMarketer aggregates, filters, organizes and analyzes information from 4,000 sources 30,000-foot view
I. The Marketer View Source: Alterian “Annual Survey 2009”, January, 2010 Over  33%  of global marketers said they felt “minimally prepared” to take advantage of new techniques in digital and social media
68% say it’s “critical” or “important” Source: Alterian, Dec, 2009 63% say it’s “overrated” Source: AdMedia Partners, Dec, 2009
 
% of US companies who are “using” social networks for marketing *64% are “involved with social media,” but only 41% are placing ads on social networks; **among media planners; ***among marketers in North America ~55%
 
Marketers are increasing their spending % of US Marketers Planning to Boost Spending on “Social Media” King Fish Media (Aug ’09)….  78% Unisfair (Sept ’09)……………  75% Reardon Smith (Jun ‘09)…….  69% Econsultancy (Feb ’10)..........  66% VerticalResponse* (Nov ’09)…  66% BtoB Magazine (Nov ’09)……  60% StrongMail (Nov ’09)..............  59% MarketingSherpa (Dec ‘09)….  57% Forrester Research (‘09)……..  53% Outsell** (Mar ’10)....................  43% Ad-ology (Mar ’10)....................  42% *Among small businesses; **among B2B firms
The base of spending is small... ,[object Object],[object Object],[object Object],Econsultancy, 2010 80%  of global marketers allocate only  0% - 10%  of their total online ad budgets towards social media n = 1,100 marketers, Sept, 2009
B2B marketers spend even less... ,[object Object],[object Object],[object Object]
Think less about  buying  social media, and more  about how you can  earn   and  own  it! “ If you’re good, you can get a lot of value on social networks from very little investment. You are almost rewarded for getting better results by spending less money.” --Ian Schafer, CEO, Deep Focus
Social media marketing participation among marketers in the U.S. *Maintain company accounts or profiles on social sites (average of B2C and B2B marketers) “ We spend the majority of our time  engaging  with people on these networks, not advertising on them.” --Scott Monty, Ford, in an    interview with eMarketer 74%* 57% 64% Building own social media presence/ Devoting staff 48% 40% 41% Placing ad dollars on social sites Business.com Mzinga & Babson Forrester
[object Object],[object Object],[object Object],[object Object],[object Object],6. Be Authentic, Humble,   Transparent. 7. Recruit from your core. 8. Target the Influentials. 9. Adopt a long-term,    real-time approach. 10. Integrate with other communications   Best Practices for Social Media The Top 2 Objectives for Social Marketing: #1. Enhance relationships with   customers/clients #2. Build company’s brand
TRUSTED Sources Friends, Family “ Social Sites” Face-to-face, personal interactions Sources: Edelman; ARAnet; Lightspeed Research;
The importance of trust
 
The ROI  Mandate
 
 
 
What about social media  measurement and ROI? ??? ,[object Object],[object Object],[object Object],[object Object],[object Object]
BtoB Magazine  and the  Web Analytics Association % of B2B marketers who are  already measuring: Social Media  48% Mobile  17 % Web Sites  88% E-mail      76% Feb 12 survey among 679 B2B companies Video  14 %
What are the problems? 80%  of U.S. marketers acknowledge that it is  difficult  to track ROI with social media – Econsultancy, Feb, 2010 59%  of U.S. marketers say social media is either  somewhat difficult  (39%) or  very difficult  (20%) to measure – Aberdeen Group, 2009 “ Everybody knows social media is important, but it’s so new that only a few are measuring its business impact with any sophistication.” --Jim Sterne, author, Social Media Metrics
 
Don’t  know  how
 
The biggest problem of all:   Lack of Clear Objectives
Social Media Measurement Today “ For the few marketers who do attempt to measure social media, the metrics  they use are not terribly sophisticated. Most marketers today do not invest sufficient time, effort or money on social media measurement.”
The watch words are “cheap”...
[object Object],[object Object],[object Object],[object Object],... and “easy”
If 2009 was the year marketers dived into social media, 2010 is the year they’ll be measuring how well they’re doing there.
THE AGE OF ENLIGHTENMENT (circa 2010)
Getting a handle on social media leads to improved business results For those top “best-in-class” companies, a majority of whom monitor social media, these firms were  87 times  more likely to see higher  returns on their marketing investment. Found a financial correlation between those firms who are “deeply and widely engaged” with social media and those that significantly  outperform their peers in revenue and profits.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],7 Guidelines for Achieving ROI for Social Media
#1. Establish clear marketing goals, and then identify social metrics that directly support those objectives.
e.g., Some marketers seek to boost search activity, which can be done through targeted ads on social networks Boosted brand searches significantly* *Source: comScore, GroupM Search, M80, Oct, 2009 34%  of social users have used a search engine to find info on a product or brand  after  seeing an ad  on a social network site Source: Performics and ROI  Research, Nov, 2009
#2. Organize your measurements and metrics into a logical framework. Exposure Engagement ROI/ Outcomes
#3. Take a long-term outlook with social media interactions and measurements. It’s a commitment, not a campaign. “ The one thing people need to remember  when it comes to social media is that it  can’t be a one-time hit when you’re trying  to get involved with consumers. The whole  purpose is you’re trying to build a  relationship  with the consumer [and that’s] like building  a relationship with anybody.”
#4. If hard ROI metrics are difficult to track directly, consider a range of softer metrics that can be linked back to desired outcomes. ,[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Sentiment Video Sharing Rate # of Followers # of Brand Fan Pages # of Brand  Searches “ Soft” Metrics (i.e., Measures of Engagement)
Or, create a “ Social Media Dashboard ” composed of soft and hard metrics “ Using a variety of hard and soft ROI metrics  can absolutely be accomplished. I would  offer that volumes of conversation over  competitors, sentiment, the level of influence  of those who are interacting with your brand,  etc, are but some of the metrics that can be  used to construct a dashboard of success.” --Blake Cahill, Visible Technologies
For example, if someone on a blog or social network is trashing your brand, what is it worth to you if one of your passionate brand fans speaks out on your behalf?
#5. Determine a dollar $ value for customers who choose to opt in and engage with your brand via social networks. “ We look at the percentage of Facebook fans  that convert to customers, the percentage  increase in their frequency of visits, projected  increases in their average ticket and...we   can project their future value. Are we 100% right? No. But are we directionally correct?  Absolutely.” --Jim Ensign, VP
Focus on Your Core: Brand Enthusiasts Prospects Customers CORE People Who Sign Up for Brand Fan Pages: More likely to  buy ...   51% More likely to  refer ..  60% --Chadwick Martin Bailey, Mar, 2010
[object Object],[object Object],[object Object],[object Object],# 6. Listening can save you market research $s “ By listening carefully, we harness social media as an  early alert  system..  so we can react quicker to issues.” --Richard Brinhammer, Dell
Social media provides inexpensive yet powerful opportunities for  tapping into  the consumer ethos “ I view  listening  as an important analytic. Listening and other analytics can drive your strategy at a macro-level... They can either reinforce your strategy or correct it, and give you opportunities for ideas, products, services and/or segments.”  --Michael Mendenhall, CMO, Hewlett-Packard
#7. Build the technological capabilities to measure your customers’ complete digital footprint – in real time. ,[object Object],[object Object],[object Object],“ Thanks”
See   http://blog.unica.com for web analytics + Twitter/Facebook Integration examples Download our popular 2-pager:  “ Align Social Metrics with Your (True) Business Goals ”  at  www.unica.com/SocialMediaMetricsPaper  Unica OnDemand Confidential    2010 Unica Corporation Web  Analytics Search Bid Management Testing & Targeting Email Marketing
Thank you for tuning in to the eMarketer Webinar: Seven Guidelines for Achieving ROI from Social Media  Presented by: Geoff Ramsey eMarketer CEO Questions & Answers Sponsored by:
eMarketer Social Media Coverage Learn more about leveraging social media with  eMarketer Total Access. Visit:  www.emarketer.com/products Call: 800-405-0844  Email: sales@emarketer.com ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],All reports are available to  Total Access  clients.

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eMarketer Webinar: Social Media ROI

  • 1. Unica OnDemand Seven Guidelines for Achieving ROI from Social Media The Webinar will begin at 1:00 PM EST You will be connected to audio using your computer’s microphone and speakers (VoIP). A headset is recommended. Or you may select Use Telephone after joining the Webinar. Dial-in phone: (323) 417-4600 Access code: 572-736-743 Presented by: Geoff Ramsey eMarketer CEO Sponsored by:
  • 2. Geoff Ramsey CE0, eMarketer March 4, 2010 Seven Guidelines for Achieving ROI from Social Media
  • 3. eMarketer aggregates, filters, organizes and analyzes information from 4,000 sources 30,000-foot view
  • 4. I. The Marketer View Source: Alterian “Annual Survey 2009”, January, 2010 Over 33% of global marketers said they felt “minimally prepared” to take advantage of new techniques in digital and social media
  • 5. 68% say it’s “critical” or “important” Source: Alterian, Dec, 2009 63% say it’s “overrated” Source: AdMedia Partners, Dec, 2009
  • 6.  
  • 7. % of US companies who are “using” social networks for marketing *64% are “involved with social media,” but only 41% are placing ads on social networks; **among media planners; ***among marketers in North America ~55%
  • 8.  
  • 9. Marketers are increasing their spending % of US Marketers Planning to Boost Spending on “Social Media” King Fish Media (Aug ’09)…. 78% Unisfair (Sept ’09)…………… 75% Reardon Smith (Jun ‘09)……. 69% Econsultancy (Feb ’10).......... 66% VerticalResponse* (Nov ’09)… 66% BtoB Magazine (Nov ’09)…… 60% StrongMail (Nov ’09).............. 59% MarketingSherpa (Dec ‘09)…. 57% Forrester Research (‘09)…….. 53% Outsell** (Mar ’10).................... 43% Ad-ology (Mar ’10).................... 42% *Among small businesses; **among B2B firms
  • 10.
  • 11.
  • 12. Think less about buying social media, and more about how you can earn and own it! “ If you’re good, you can get a lot of value on social networks from very little investment. You are almost rewarded for getting better results by spending less money.” --Ian Schafer, CEO, Deep Focus
  • 13. Social media marketing participation among marketers in the U.S. *Maintain company accounts or profiles on social sites (average of B2C and B2B marketers) “ We spend the majority of our time engaging with people on these networks, not advertising on them.” --Scott Monty, Ford, in an interview with eMarketer 74%* 57% 64% Building own social media presence/ Devoting staff 48% 40% 41% Placing ad dollars on social sites Business.com Mzinga & Babson Forrester
  • 14.
  • 15. TRUSTED Sources Friends, Family “ Social Sites” Face-to-face, personal interactions Sources: Edelman; ARAnet; Lightspeed Research;
  • 17.  
  • 18. The ROI Mandate
  • 19.  
  • 20.  
  • 21.  
  • 22.
  • 23. BtoB Magazine and the Web Analytics Association % of B2B marketers who are already measuring: Social Media 48% Mobile 17 % Web Sites 88% E-mail 76% Feb 12 survey among 679 B2B companies Video 14 %
  • 24. What are the problems? 80% of U.S. marketers acknowledge that it is difficult to track ROI with social media – Econsultancy, Feb, 2010 59% of U.S. marketers say social media is either somewhat difficult (39%) or very difficult (20%) to measure – Aberdeen Group, 2009 “ Everybody knows social media is important, but it’s so new that only a few are measuring its business impact with any sophistication.” --Jim Sterne, author, Social Media Metrics
  • 25.  
  • 27.  
  • 28. The biggest problem of all: Lack of Clear Objectives
  • 29. Social Media Measurement Today “ For the few marketers who do attempt to measure social media, the metrics they use are not terribly sophisticated. Most marketers today do not invest sufficient time, effort or money on social media measurement.”
  • 30. The watch words are “cheap”...
  • 31.
  • 32. If 2009 was the year marketers dived into social media, 2010 is the year they’ll be measuring how well they’re doing there.
  • 33. THE AGE OF ENLIGHTENMENT (circa 2010)
  • 34. Getting a handle on social media leads to improved business results For those top “best-in-class” companies, a majority of whom monitor social media, these firms were 87 times more likely to see higher returns on their marketing investment. Found a financial correlation between those firms who are “deeply and widely engaged” with social media and those that significantly outperform their peers in revenue and profits.
  • 35.
  • 36. #1. Establish clear marketing goals, and then identify social metrics that directly support those objectives.
  • 37. e.g., Some marketers seek to boost search activity, which can be done through targeted ads on social networks Boosted brand searches significantly* *Source: comScore, GroupM Search, M80, Oct, 2009 34% of social users have used a search engine to find info on a product or brand after seeing an ad on a social network site Source: Performics and ROI Research, Nov, 2009
  • 38. #2. Organize your measurements and metrics into a logical framework. Exposure Engagement ROI/ Outcomes
  • 39. #3. Take a long-term outlook with social media interactions and measurements. It’s a commitment, not a campaign. “ The one thing people need to remember when it comes to social media is that it can’t be a one-time hit when you’re trying to get involved with consumers. The whole purpose is you’re trying to build a relationship with the consumer [and that’s] like building a relationship with anybody.”
  • 40.
  • 41. Or, create a “ Social Media Dashboard ” composed of soft and hard metrics “ Using a variety of hard and soft ROI metrics can absolutely be accomplished. I would offer that volumes of conversation over competitors, sentiment, the level of influence of those who are interacting with your brand, etc, are but some of the metrics that can be used to construct a dashboard of success.” --Blake Cahill, Visible Technologies
  • 42. For example, if someone on a blog or social network is trashing your brand, what is it worth to you if one of your passionate brand fans speaks out on your behalf?
  • 43. #5. Determine a dollar $ value for customers who choose to opt in and engage with your brand via social networks. “ We look at the percentage of Facebook fans that convert to customers, the percentage increase in their frequency of visits, projected increases in their average ticket and...we can project their future value. Are we 100% right? No. But are we directionally correct? Absolutely.” --Jim Ensign, VP
  • 44. Focus on Your Core: Brand Enthusiasts Prospects Customers CORE People Who Sign Up for Brand Fan Pages: More likely to buy ... 51% More likely to refer .. 60% --Chadwick Martin Bailey, Mar, 2010
  • 45.
  • 46. Social media provides inexpensive yet powerful opportunities for tapping into the consumer ethos “ I view listening as an important analytic. Listening and other analytics can drive your strategy at a macro-level... They can either reinforce your strategy or correct it, and give you opportunities for ideas, products, services and/or segments.” --Michael Mendenhall, CMO, Hewlett-Packard
  • 47.
  • 48. See http://blog.unica.com for web analytics + Twitter/Facebook Integration examples Download our popular 2-pager: “ Align Social Metrics with Your (True) Business Goals ” at www.unica.com/SocialMediaMetricsPaper Unica OnDemand Confidential  2010 Unica Corporation Web Analytics Search Bid Management Testing & Targeting Email Marketing
  • 49. Thank you for tuning in to the eMarketer Webinar: Seven Guidelines for Achieving ROI from Social Media Presented by: Geoff Ramsey eMarketer CEO Questions & Answers Sponsored by:
  • 50.

Editor's Notes

  1. Eventually, you could calculate Lifetime Value of a customer that comes in via Social Networks.
  2. Today’s webcast is sponsored by Unica Corporation. Unica delivers software and services that allow marketers to better understand their customers, establish an interactive marketing practice, and increase marketing ROI both online and offline.    Some of the products that are most relevant to today’s webcast are Unica NetInsight, for web analytics, and Interactive Marketing OnDemand which combines analytics, search, testing, and personalization into a single application.   Go to Unica’s blog at blog.unica.com to see examples of using web analytics integrated with social media metrics from Facebook and Twitter.   In NetInsight you can for example see Twitterers for hash tags that you specify and trend tweets along with web visitation metrics. Or you can see which Facebook users access your Facebook application and what are their demographics, locations, or social graph.   With Unica’s Web and email Personalization solutions you can go beyond analytics and take action, e.g. make emails sent from your Facebook application more relevant to an individual’s interests.   For a particularly popular download, go to Unica.com/SocialMediaMetricsPaper. This short 2-pager helps you focus your social media metrics to avoid analysis paralysis.