Presented by Flok & Facebook as part of Social Media Week Singapore 2013.
Presenters - Yalena Razis (Flok), Sunita Kaur (Facebook), Brendan Millar (Flok)
5. First things first
We’re not going to talk a lot about the basics that you always hear
about social media
But, they are still valuable activities
Opening two way conversations & creating brand affinity
Leveraging amplification opportunities
Generating buzz
Learning about your customers and fanbase
Learning from your customers
8. Challenges to proving ROI and monetising social
• Fragmented platforms & measuring tools
• Closing the loop between marketing efforts and actual sales
• Expectations of digital marketing
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10. Laying the groundwork
• What are the key goals of your social media program? Do these goals and tactics
tie back to your broader business objectives?
• What audience are you trying to reach?
• What are the key performance indicators (KPIs) that will help you evaluate the
success of your program?
• Ultimately, look at how you can tie back to business measures
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11. Building and Measuring Value
Find new ways to create value for your brand using social - build
Put a strategy in place to show the monetary value social media is bringing -
measure
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13. Customer Service
Twitter and Facebook are both commonly used platforms for this
Convenient for consumers
Create positive stories
Measurable impact
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16. Social as a CRM channel
Social can be used to complement your existing CRM channel
Extract value from customer interactions
Capture and analysis of customer data in the traditional CRM software model
remains valid
The challenge is to find a way to extract value from conversations in channels
that are outside the company.
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20. Create Direct Earning channels
Driving to purchase
eCommerce within social – or connected to social
Alternative revenue streams
Consumer value proposition
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21. Yepme
125% increase in conversion rate
4.5x ROI
Based on performance, now allocate 80% of marketing
budget on Facebook
22. Lawson
Driving consumers to purchase at physical outlet
Integration with POS closed the loop to sales
70% of customers who redeemed the Offer bought other products
41. Measure direct earning channels
Purchase within Social
Using social to drive to purchase
Alternative revenue streams
Measure effectiveness of CRM channels
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43. Online has struggled to create standards for the
metrics that matter
Radio (1930’s) Television (1950’s) Internet (1990’s)
44. Clicks do not equal sales
Nielsen NetEffect meta analysis: “There is no correlation between CTR and ROI%”
1400%
900%
ROI
%
400%
Breakeven
0.00% 0.10% 0.20% 0.30%
-100% Click through Rate
Correlation = -.07%
45. Advertising Effectiveness Measurement
Reach
Did I reach the right number of people and the right type of
people for the right number of times?
Brand Resonance
Did I improve my brand’s image and change the attitudes of
customers?
Reaction
Did I cause a customer to act? To buy a product, sign up for a
service, or make a referral?