IndiaSocial Summit 2010 - Panel #5 - RoI – what’s the fuss about? Presentation by Tushar Vyas, Managing Partner - South Asia, Group M

1. RoI – what’s the fuss about? India Social Summit 2010 Dec 17th 2010

3. Average position (search only)

4. Average number of exposures per unique user

5. Aided and unaided brand / ad awareness

6. Cost per exposure

7. Cost per unique exposure

8. Open rate (email only)

9. Video starts / profile /conversation views

10. Interaction / video start rate

11. Unique user interaction / video start rate

12. Average user interaction / video view time

13. Percent high/medium/low video clip completion views

14. Total interaction / video view minutes

15. ‘Add to friends’ volume

16. ‘Add to friends’ rate

17. Brand favourability

18. Cost-per-interaction / video start / profile view

19. Cost-per-unique interaction / video start

20. Cost-per- interaction / video minute

21. Response rate

22. Unsubscribe rate (email only)

23. Landing page arrival rate

24. Landing page attrition rate

25. Unique arrival-to-conversion rate

26. Average order value

27. Revenue per visitor

28. % committed visits (% over x page views)

29. Banded and average visit length

30. Engagement index

31. Purchase intent

32. Cost-per-unique response

33. Cost-per-conversion / lead

34. Cost-per-visitor minute

35. Send-to-friend conversion rate

36. Recommendation intent

37. Distribution volume

38. Distribution rate

39. Comment rate

40. Net Promoter score

41. Favourable buzz

42. Cost-per-send-to-friendKey metrics Return on investment

43. Don’t treat Social as just a media channel Avoid one size fit all approach !! Measurement metrics based on objective of activity

44. Tushar Vyas tushar.vyas@groupm.com