Mais conteúdo relacionado Semelhante a Investing in social media (20) Investing in social media1. Social Media:
Measuring ROI and Making the Business Case
Carmine Porco – January 25, 2012
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2. Prescient Focus
Founded in 2001
• “The focus of Prescient is to emphasize the
business side of websites and to deliver measured
value. It’s not enough to be cool: we must deliver
measured performance in the form of bottom line
return on investment so our clients can show how
the site is delivering value to their organizations.”
• Toby Ward, President & Founder
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3. What is Prescient?
Prescient has:
• A proven methodology for gathering and assessing
web-specific data from internal and external
stakeholders
• Wide and deep experience in aligning information
to business requirements
• A range of techniques to ensure user requirements
and audience knowledge drive a design that
delivers client needs
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4. Our Clients
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5. Discussion Topics
• Social Media Statistics
• Why use Social Media?
• Measurement Software
• Social Media and ROI
• Case Studies
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7. What is Social Media
Erik Qualman: http://youtu.be/auiczd4OUms Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 7
8. What is Social Media
Erik Qualman: http://youtu.be/auiczd4OUms Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 8
9. What is Social Media
Media for social interaction,
using highly accessible and
scalable publishing
techniques. A common
thread running through all
definitions of social media
is a blending of technology
and social interaction for
the co-creation of value.
Wikipedia, 2012
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10. Social Media Visitor
Growth
http://www.searchenginejournal.com/the-growth-of-social-media-an-infographic/32788/ Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 10
11. Facebook Participation (by country)
Country Facebook Population % on Facebook 24 month
Users Growth Rate
USA 126 m 307 m 41% 352%
UK 27 m 62 m 44% 137%
Canada 15 m 34 m 44% 61%
More Canadians on Facebook than people living in
New Zealand, Ireland and Norway combined.
Source: eMarketer, October 2010 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 11
12. Who Is Using Social Media?
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13. Facebook - Usage statistics
Source: DigitalSurgeons Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 13
14. Twitter - Usage statistics
Source: DigitalSurgeons Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 14
15. Google plus – Losing Steam?
Source: http://www.flowtown.com/blog Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 15
16. Why use Social Media?
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17. Why use Social Media?
o Social networks can be used to increase brand
awareness, band recall or market penetration
o Presence networks or blogging can be used to
create a buzz or increase awareness around
certain products
o eCommerce networking can be used to provide
incentives and discounts for prospective
customers
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18. Getting Social
"Social media and networks, online communities and other Internet
communications tools are important to me in the workplace."
Source: Insidedge Survey: January 2011, 1000 respondents Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 18
19. Face It
“Face to face communications is important to me in the workplace.”
Source: Insidedge Survey: January 2011, 1000 respondents Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 19
20. Increase Social Recruitment
Social Media can be a valuable tool for engaging and
drawing young, tech savvy individuals to your
organization. Here are a few things to consider about
your social media sites:
o Think of your pages as microsites of your website
o Showcase blogs about tips on getting hired at your firm
o Practice good reputation management
o Feature success of current employees
o Get familiar with tools for job seeking in the age of social
media like LinkedIn
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Source: http://www.socialtoaster.com/blog-entry/tips-using-social-media-engage-potential-employees Not For Distribution 20
21. Reach Customers through Social Media Apps
o “There’s an App For That”
o The mobile app today is what the website was ten
years ago, turning it into a necessity for many
businesses
o Webtrends Mobile Analytics offers 5 tips in
developing your app:
• Weigh the options – Mobile App or Mobile Websites
• Consider where your app will be used
• Be aware of various screen sizes
• Follow existing UI conventions
• Design for touch
Source: http://mashable.com/2010/07/07/designing-mobile-apps/ Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 21
22. Latest Trends
Gartner's top ten consumer mobile applications for 2010
• Money Transfer
• Location-based services
• Mobile Search
• Mobile Browsing
• Mobile Health Monitoring
• Mobile Payment
• Near Field Communication Services
• Mobile Advertising
• Mobile Instant Messaging
• Mobile Music
Source: http://www.gartner.com/it/page.jsp?id=1230413
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23. Why Does My Organization Need It?
An organization without Web 2.0 tools, or plans to
use them, risks being out-maneuvered by the
competition, being left-behind, or outright failure
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24. Measurement Software
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25. Measurement Software
o Platforms such as YouTube and Facebook have
built-in tools which can be used to view
analytical data for your specific pages
o Facebook fan pages can also be linked to
Google Analytics to provide more information
on visitor statistics, visitor countries, traffic
sources and keyword searches, etc.
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26. Measurement Software
Radian 6
• Allows for real time viewing
of conversations taking
place around your brand or
products
• Aggregated data ensures
the most relevant
information is retrieved
• Also provides tips on social
media strategies, how to
interact with consumers,
methods to handle negative
feedback and best
interaction guidelines on
the social web
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27. Measurement Software
Lithium
• Uses frequent word analysis to keep your organization on top of
emerging topics providing a competitive edge
• Provides the ability to monitor team responses, activities and
involvement with social customers through email alerts and reports
• Search expands over various social media channels including Twitter,
Facebook, YouTube and Flickr as well as active blogs and forums, quality
data is provided while eliminating spam and duplicate information
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28. Measurement Software
SocialMention
• Analysis platform used to aggregate
content into a single stream of
information
• Quickly track and measure what
people are saying about your
organization or product across a vast
social media landscape in real time
• Monitors 100+ social media properties
including Twitter, Facebook,
FriendFeed, YouTube, Digg, Google,
etc.
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29. Measurement Software
Alterian
• Provides the ability to monitor
brands, address customer service
issues, conduct unbiased research
and generate sales leads
• Answers questions such as “What
are people saying about your
brand?” and “What is the
competition doing?”
• SM2 coverage includes blogs,
message boards and forums, wikis,
video and photo sharing websites
and social networking sites
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30. Measurement Software
Other software:
WebTrends Salesforce
Topsy Youtube Insight
Tweetstats bit.ly
Twitter Analyzer Klout
Coremetrics Backtype
Boardreader CoComment
Hootsuite Omgili Graphs
IceRocket Compete
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31. What to Measure
What types of metrics can be measured?
• Brand Awareness
• Brand Recall
• Customer Retention
• Propensity to Buy
• Financial (profit, revenue)
• Market Penetration
• Customer Demographics
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32. What to Measure
Other tools can help you:
• Track the number of visits
• New visitors, repeat visitors
• Page views and average time
• The number of RSS subscribers
• Number of inbound links
• Revenues from direct sales, affiliates, partners, resellers
etc.
• Weekly rank
• Click throughs with advanced attribution models
• Email opens and forwards
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33. Always remember:
Tools are a vehicle,
not a story.
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34. Social Media ROI
According to 2011 study by Hypatia Research , 40% of professionals do not measure
ROI of Social Media Programs at least once a year
Source: 2011 Hypatia Research 34
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35. Can’t miss what you can’t measure
Source: Marketing Profs
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36. How to Measure Social Media ROI
Step 1: Establish a baseline
• Before Social media: 8% YoY Growth
• After Social Media: TBD
Step 2: Create activity timelines
• Weekly time lines based on social media activity (ie. Joe starts
tweeting, new podcast, whitepaper, press release)
Step 3: Look at sales revenue, number of transactions, net new
customers
• Transaction data should be specific (frequency, reach, yield)
Step 4: Measure transactional precursors
Step 5: Overlay all timelines
• Activities, social data, web data, transactions, loyalty metrics etc
Step 6: Look for Patterns and Prove Relationships
Source: http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi?from=ss_embed For Distribution 36
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37. Social Media and ROI
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38. Social Media and ROI
o ROI is best determined when Social Media
goals are aligned with Business goals
o Determine the goals of the organization and
ensure they align with the strategy
o All goals must be measurable
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39. Define Measurable Goals
o Determine which social media platforms can
be leveraged to achieve these goals
o Ensure all channels are working in tandem
o Different Social Media platforms can be
utilized in various environments so as to
provide the best results through their use
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40. External Social Media Platforms
Conversation Enabled Publishing Platforms
Social Networks
Social Bookmarking
Democratized Content Networks
Presence Networks (Micro-blogging)
Content Sharing Sites
Virtual Networking Platforms
Location-Based Social Networking
eCommerce Networking (Social Buying)
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41. ROI from Web 2.0
…some companies use Web 2.0 in revolutionary ways. This elite group of
organizations—3 percent of those in our survey—derived very high levels
of benefits from Web 2.0’s widespread use, involving employees,
customers, and business partners, according to the survey. Respondents at
these organizations reported higher levels of employee benefits than
internally networked organizations did and higher levels of customer and
partner benefits than did externally networked organizations. In applying
Web 2.0 technologies, fully networked enterprises seem to have moved
much further along the learning curve than other organizations have. The
integration of Web 2.0 into day-to-day activities is high, executives say,
and they report that these technologies are promoting higher levels of
collaboration by helping to break down organizational barriers that
impede information flows.
Source: www.holtz.com
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42. ROI from Web 2.0
Source: www.holtz.com
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43. ROI from Web 2.0
Source: www.holtz.com
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44. ROI from Web 2.0
o 52% of organizations using Web 2.0 tools
including social media achieved Best-In-Class
performance compared to only 5% that didn’t
o Companies using Web 2.0 tools achieved 18%
increase in engagement vs. 1% among those
that didn’t
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45. Employee Networking
Up 15%
18% enterprise deployment
21% limited deployment
17% have no plans
Source: The Social Intranet Study 2011 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 45
47. Case Studies
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48. The Smell of Success
o July 18: 94 million views on
YouTube
• All time most viewed sponsored
channel
o 186 personalized responses
• 34 million aggregate views
• Billion PR impressions in a week
• 80,000 Twitter followers
• 630,000 Facebook fan base
- Fan interaction +800%
o Traffic to OldSpice.com +300%
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49. Show me the money
o Old Spice sales +106% for four weeks ending June
17
• +4.8 share points in category that grew 17.7%
o Gillette body wash +277%
• National drop-off of high value coupons
o How much of Old Spice’s recent gains come from
ads and how much from the coupons?
• “It’s impossible to know,” said P&G spokesman Mike
Norton (Advertising Age).
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50. The Gap: Reaching new Customers
o The Gap teamed with group-buying site Groupon, offering a nation
wide deal; $50 worth of apparel for $25
o In one day, 441,000 groupons were sold bringing in a little more than
$11 million
o The deal brings Gap a ton of cash and, hopefully, new customers
o “We want to reach them in ways that are part of their everyday life,
so it becomes like a conversation” – Gap’s Senior Director of Media
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51. Intuit: TurboTax campaign
o To help build its brand among a
younger generation of tax payers
and promote a free online
TurboTax service
• More than 10,000 participants
• 10% lift in purchase intent
• 165 million audience impressions
• 100,000 people to
SuperStatusContest.com
• Online unit sales for TurboTax
+36% in the quarter
Source: Marketing Profs
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52. Intuit: Key Lesson
“I would say the No. 1 thing [to do when
launching a social campaign] is to get the
measurement right before you launch. Ask
yourself what you want to learn and how
[you will measure it]. Don’t do this as you go
because this type of campaign is too
dynamic.”—
Seth Greenberg, Director of Online Marketing,
TurboTax
Source: Marketing Profs
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53. Intuit: TurboTax Inner Circle
o Web based community comprised of 17,000 customers
o Tested 30 product concepts, and 20 made it into next year’s TurboTax
product
o Reduces support costs by minimizing support call volume and decreasing
detractor statements
o Drives revenue by identifying issues important to customers: one feature
alone attributed to a revenue lift in the millions of dollars
o Highly engaged: 60%+ participation rate per interaction
Source: Groundswell Awards
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54. Starbucks – Value in user-generated
content and Feedback
Mystarbucksidea.com (Democratized content network)
o A site where customers from around the world can submit and
prioritize ideas for improving Starbucks
o Ideas being worked on by Starbucks show their progress reports,
thus increasing the sites transparency
o The site
• Share
• Vote
• Discuss
• See
Source: http://www.forrester.com/Groundswell/embracing/mystarbucksidea.html
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55. Content and Feedback Generation
o Consumer Insight
• Customer ratings and reviews rose to the top of useful marketing
feedback, as they delivered tangible ROI insight
• In a study conducted in 2009, 80% of respondents reported that
consumer stories and suggestions shape products and services
o MarketingProfs Study concluded that user-generated
content would increase in 2010
• A 400% increase in use of Twitter comments to inform decisions
about products and services
• 59% increase in use of customer ratings and reviews
• A 24% increase of social media for pre-sales Q&A
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56. Paranormal Returns
Paramount film Paranormal
Activity was a success as a
result of fans actively
promoting the movie
online
o Production budget just
under $10,000
o Never originally in theatres, videos of audience reactions
and twitter posts went viral eventually making it into a
national blockbuster
o The movie has created over $193 million in revenue
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57. Best Buy
o Best Buy introduced a new
way to answer customer
questions: Twitter
Twelpforce
o Using 2,900 employee
volunteers Best Buy
answered 40,000 questions o Not only did this skyrocket
over 12 months Best Buy’s twitter
following, it also improved
employee morale across the
company on a very low
budget
Casestudiesonline.com Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 57
58. #McDstories
o Became a magnet for criticism
of the brand.
o “Fingernail in my Big Mac
once” and “ordered a
McDouble. Something in the
damn thing chipped my
molar.” o McDonald’s may have
o Launched another hashtag another issue with
campaign called #littlethings. #LittleThings: DoubleTree by
Hilton recently launched a
Promoted Tweet campaign
with the same hashtag.
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59. Pink Ponies
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60. 6 Killer Reasons
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62. Executives get it
94% of executives are using Web 2.0 to boost internal communications
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63. The competition gets it
87% of organizations have at least one intranet 2.0 tool
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64. Adds ‘tacit’ knowledge & context to2012 Prescient of content.
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65. New hires expect it
Employees under 40 use social media everyday;
they expect that the companyStrictly Confidential © 2012for alsoMedia Not For Distribution
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66. Virtually every single knowledge worker under the age of 50 uses social media
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67. Q&A
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68. Carmine Porco
General Manager & V.P.
Prescient Digital Media
cporco@prescientdigital.com
www.PrescientDigital.com
www.IntranetBlog.com
www.Facebook.com/Prescient-Digital-Media
www.Twitter.com/intranet2
416.986.8800
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69. What is Social Media
Erik Qualman: http://youtu.be/auiczd4OUms Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 69
70. Provide Technology They Already Use
Consumers want to: Business users want to:
• Keep informed of what friends are doing • Keep informed of what colleagues are
and thinking doing and thinking
• Easily tap into their opinions and advice • Easily tap into their opinions and advice
• Mobilize them for events and causes • Mobilize them for events and projects
• Control what others can see and know • Control what others can see and know
about me about me
• Tailor the platform with extensions and • Tailor the platform with extensions and
applications applications
• Tag videos and postings that other people • Tag documents and postings that other
should see, filtering out the noise people should see, filtering out the noise
• Know which sources and Web sites • Know which sources and Web sites
friends use colleagues use
Source: Gartner
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71. Social Engagement at HRPA
HRPA is the first
professional
association in
Canada to adopt
social networking to
leverage their
diverse member
networks
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72. Ongoing Feedback
o 800 members joined
within first 30 days of
launch; 60 active
discussions created
across broad subject
matter groups
o Speechbobble’s Analytics
Panel – monitors
trending topics, informal
leaders and member
feedback to inform
strategic decision making
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73. Ronald McDonald House Charities
o Launched “Day of Change”, a campaign driving people to donate
spare change at McDonald’s restaurants
o 150,000 Facebook page fans; 50,000 Twitter followers; 180,000
interactions created on fan pages in 28 days
o Increased online donations in August 2010 by 130% compared to
August 2009
o E-newsletter subscriptions grew by 748% during the campaign
o Total donations received amount to nearly $25 million
Source: www.socialmediaexaminer.com 73
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74. New ideas at British Telecom (Ideas Jar)
o BT Ideas encourages staff to submit ideas online
o Implemented ideas pay out rewards
o Approx 10% of ideas are implemented
o 10% of the savings up to a maximum of £30,000
o BT paid out £400,000 (about US $700,000) to
employees last year
o Saved £100m (US $173 million) over four years
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Notas do Editor Social media websites will, by 2012, have reached 500 million daily users.Facebook has as many regular users as the entire population of the United States, and has twice as many registered users.Although Facebook will soon plateau, most other social media is growing exponentially. Google plus is actively trying to become a leader in social media. Following the failure of Google Buzz, Google launched “+” which had an remarkable growth rate but a very low usage. Google introduced Brand Pages, which proved that Google can provide the innovation needed to get the Plus network active. Example of a suggested method to measure social media ROI Celebrity premiere parties were held around 13 college campuses to raise interestHorror fans were taped watching the film to show their reactionsPromo clips and fan reactions were posted on many social networking sitesThe Twitter campaign released new info during Twitter’s slowest hours- 2-6 AMBy creating one of the biggest viral movie campaigns of all time, hundreds of thousands of fans literally demanded that the film be brought to their local theaters. In fact, over 150 fans were listed within the credits simply for making the most noise around the net, which is a big reason why a $10,000 film grossed over $107,000,000 at the box office and an additional $16,000,000 on DVD Qualified employees were asked to volunteer to answer questions on TwitterEach response was catalogued so that other users could find information faster Qualified employees were asked to volunteer to answer questions on TwitterEach response was catalogued so that other users could find information faster