Exploring the Return On Social Media
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This slide deck will provide participants with a social media toolkit that helps drive businesses and brands forward. • Use social insights to deliver business results • Understand your brands social performance (Are you measuring the right things?) • Best-in-Class cases demonstrating positive ROI for B2C and B2B companies
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Exploring the Return On Social Media
- 1. Exploring the return of social media. #lbisocial
- 3. 3
- 5. WHAT WE DO
- 6. WHAT IS ROI
- 7. ROI = Gain – Cost of investment Cost of Investment
- 8. IF YOUR EQUATION SHOWS A COST VALUE IN $£€ AND A GAIN VALUE IN FACEBOOK LIKES, YOUR IN TROUBLE.
- 9. Social investment-‐return rela1onship ROI Non-financial Financial Investment Action Reaction impact impact • Objectives • Establish • Community • Engagement • Objective presence building results 9
- 10. Understand your metrics Non-Financial Metrics Financial Metrics Consum ptions People Stories Total Total Company Drivers Created Reach Impressions Goal #1 Goal #2 Talking Return New Fans 10
- 11. Measurement Matrix What you Measure What you can measure here should measure 11
- 12. Be precise and measure what matters!
- 13. Two examples of measuring ROI
- 14. 1. Direct user journey Track users across touchpoints
- 15. Simple direct ROI scenario Value Proposition Advocacy Goal conversions Social links Content activations 15
- 16. 2. Data correlation Combine your data assets
- 17. Customer Service Performance Inbound Calls by Channel: January Inbound Calls by Channel: June Website Website 9% 9% Twitter 10% Phone 37% Twitter 30% Email Phone 23% 58% Email 24% 17
- 18. Sales Correlation Product sales correlated with social interactions Product A Product B Interactions Jan Feb Mar Apr 18
- 19. Know your conversion points Website Store Phone Email
- 20. Cases:
- 21. Customer Service
- 23. Recruiting
- 25. Sales
- 27. Leads
- 28. 28
- 29. A new job
- 30. 30
- 32. Define a value proposition, tie it to objectives, not platforms
- 33. Remember, the Marketing dept. doesn’t own social!
- 35. Elements of a social strategy 1. Audit 2.2 Data & 2.3 Social 2.1 Stakeholder 2.4 Media Asset 2. Analysis Insights Listening / Interviews Audit Gathering Influencer map 3.2 Channel, 3.1 Social Brand 3.3 Global/Local 3. Strategy Content & Paid Architecture KPI Framework Media Strategy 4.1 Organizational 4.2 Team process 4.3 Capability 4. Activation setup management building (team) 35
- 36. MAERSK GROUP SOCIAL MEDIA Making shipping social
- 37. THE CHALLENGE
- 42. KPI framework 42
- 43. Maersk Group Social Executive Dashboard Summary description Top level numbers Total Cras mattis consectetur purus sit amet fermentum. Cras justo odio, dapibus ac facilisis in, egestas eget quam. Nulla Cum sociis natoque penatibus et magnis dis montes, elit libero, a pharetra augue. Vestibulum id ligula porta felis euismod semper aenean lacini. 331,119 vitae elit libero, a pharetra augue. Donec ullamcorper nulla non metus Growth Mentions Reach Impressions Engagement auctor fringilla. Fusce dapibus, tellus ac 40,000 1,000 90,000,000 100,000 10,000 cursus commo. +15% +15% +5% -5% +15% 80 1 Cras justo odio, dapibus ac facilisis in, egestas eget quam. Key events past month 70 2 Vestibulum id ligula porta felis euismod semper. Cum sociis natoque penatibus et magnis dis parturient montes. Lorem ipsum 60 3 Inceptos consectetur cras justo odio, dapibus ac facilisis in, Dolor sit amnet egestas eget quam. 50 4 Cras justo odio, dapibus ac facilisis in, egestas eget quam. 40 30 2 Keywords used with Maersk 1 3 # Container # Container # Container 20 # Shipping # Shipping # Shipping # Tanker # Tanker # Tanker 10 # Transport # Transport # Transport 4 # Loremipsumdolorsit # Lomdolorsit # Lomdolorsit 0 # Container # Container # Container # Container # Container # Container
- 44. Maersk Group Demographics Top 10 engaged countries by number of mentions Germany 1850 Russia Uk Denmark 42,808 1850 28 Italy 428 China Mexico 42,808 428 Kenya 8 Brazil 1123 South Afreca 428
- 45. Workflow egy Res rat ea St rc h e nc Intellige Desig n Am p li n tio fic uc io at n od Pr D istr ib u ti o n 45
- 46. SO HOW DO WE CAPTURE SOCIAL OPPORTUNITIES
- 47. Digital Landscape 47
- 48. THANK YOU Q&A Rate the presentation here: www.speakerscore.com/X21W FIND ME ON THE INTERWEB @ideasoutloud linkedin.com/in/gusmurray gus.murray@lbi.com