This presentation shatters conventional myths about social media and explains how to make the most of your social media campaign.

1. Social Media ROI Myth or Measurable? Arun Nair, Samriddhi 2010

3. ROI (Return on Investment) Gain From Investment - Cost Of Investment ROI = Cost Of Investment

4. Myth #1 “Social Media and ROI are like Chalk and Cheese. It doesn’t work. There is no financial impact anyway” – Mr Doohickey, Chief Ignorant Officer

5. Most purchases are influenced by these very attributes of social media!

6. Social Media as a Catalyst Conventional Campaigns + [ Social Media ] = Enhanced ROI More Sales Increased Campaign Recall Reduced Costs

7. “What gets Measured gets Managed” - Peter Drucker

8. Myth #2 “Social Media is about conversations, word of mouth, advocacy. How can you measure that?” - MrBlahman, Clueless Consulting

9. Social Media is measurable …just not with conventional success metrics …because it benefits your organization, more than than just boosting sales!

10. Be clear about the Objectives and set Expectations accordingly.

11. Set the right Metrics and use the Right tools. There are Freetools that make it Easy to Quantify Impact and ROI

12. The right metrics Number of people that join a discussion Reduction in support costs Number of new customers / sales Number of influential blogs that linked to us Number of new things we discovered about customers that we never knew before Number of influential people who tweet something about us Ratio of positive comments to negative ones

13. The right tools Google Analytics Bit.ly Alexa Twitter Grader Twitter Search Technorati Klout Social Mention Radian6

14. Case Studies

15. Intel Insiders GoalTurn customers into fans TacticsRecruit 10 prominent bloggers for access, trials MetricsBlog posts, videos, tweets, traffic ResultsOne video received 320,000 views, 6,200 downloads of Facebook app, Many blog entries Program renewed for second year

16. Starbucks GoalEngage with customers/prospects using social media and ask what they would like from you TacticsLaunched the My Starbucks Idea website MetricsNumber of good suggestion that Starbucks hadn’t thought of, % of the above that Starbucks actually implements ResultsResults not known, but Starbucks generated over 70,000 ideas in its first year of implementation alone!50 of the ideas have been implemented already.

17. Dell GoalImprove image TacticsDirect response to all Dell mentions on blogs and Twitter MetricsSentiment analysis ResultsNegative comments reduced from 60% to 20% of online mentions over six-month period

18. Stanford University GoalIncrease alumni & student affinity, Build reputation as major research center TacticsFacebook fan page with multimedia and broad participation from across university departments MetricsLikes, comments, removed fans, media consumption, surveys ResultsFan count grew from 11,500 to 41,100 in six months, % of prospective students, students and alumni citing favorable impact ranged from 70% to 90%

19. Sutter Medical Centre GoalBuild support for new medical center to replace aging but popular building and reduce misinformation TacticsBroad outreach through blogs and nearly every available social networking channel Metrics# of mentions, Sentiment analysis, surveys ResultsSix months after program began, support levels for project exceeded 90%

20. That’s all folks! indianeye.org |twitter.com/nairarun| arun.n.nair@gmail.com