Do you struggle with the "ROI" of social media? This keynote presentation from the PR Measurement Summit introduces a new model of measurement focused on combining data with storytelling, and focusing on the four key elements of business value. NOTE - Since delivering this keynote more than a year ago, Rohit has developed and launched a more intensive training program that includes much more detail on methods, templates, and specifics around creating a measurement program. You can access the full training program at this link - http://www.onlinemarketinginstitute.org/course-certifications/digital-strategy-certification/

1. KEYNOTE :
Presented March 20, 2013
Washington DC
Art of Creating
Visionary Measurement
How To Really Measure The Value Of Social Media
by
ROHIT BHARGAVA
Best Selling Author of Likeonomics Founder of Influential Marketing Group
FOR MORE FREE PRESENTATIONS, VISIT WWW.ROHITBHARGAVA.COM @ROHITBHARGAVA

2. ABOUT THIS PRESENTATION:
THE BACKSTORY
This presentation was originally delivered live
to an audience of communicators at the Ragan
PR Measurement Summit. Most of the slides
used here are visual and stories were
told verbally – so some ideas may
be missing some context.
The substance of the presentation
however, should still be clear
enough to follow.
Rohit Bhargava
2-Time TEDxSpeaker
Nice Guy
TO WATCH VIDEOS VISIT WWW.ROHITBHARGAVA.COM/SPEAKING @ROHITBHARGAVA

3. Dr. Jack J. Phillips – The Father of ROI

5. “In many organizations,
learning and development is
considered to be a disruptive
process, taking people away
from work. Consequently,
there is pressure to show the
value of learning and
development.”

9. “When ROI is used to assess
people management
effectively, in what types of
organizations is it most
effective, and in which
branches?”

10. “Beyond the human resources
area, ROI is probably most used
in technology and marketing.
The parts of an organization
less likely to use it would be
public relations,
government relations, and the
communications function.”

12. THE BIG QUESTION …
What does it really
take to SHOW the true
value of PR to your
organization?

13. The Problem:
5 Common Measurement
Mistakes We Often Make

14. Mistake #1:
Platform Paralysis
“All our problems will be solved when we get ____.”

15. 15
Our Social Media
Dashboard Makes You
Feel Like You Are Here!

16. 16

17. 17
Mistake #2:
Spreadsheet Myopia
“Our monthly report always includes these things.”

19. 19

20. 20

21. Mistake #3:
Scale First
“The bigger number is always better.”

22. SOCIAL MEDIA ALWAYS PUTS THE
NUMBERS FRONT AND CENTER …

26. Mistake #4:
Shiny Object Syndrome
“If it is popular for others, it must be working.”

27. 27

28. 28

29. Mistake #5:
Data Overload, Insight Underload
“The more data we report, the more insights we have.”

32. The Solution:
Visionary Measurement

33. What Is Visionary
Measurement?
Visionary measurement is a new strategic
model for measuring social media that will
help you prove real business valueby
combining data with storytelling.

36. The Visionary Measurement Matrix:
36
Actionable
Insights
Big Data
Case
Studies
Soundbites
Shareable
HIGH
LOW HIGH

37. THE BOTTOM LINE …
Measurement must do
MORE than just track
if we sell more stuff or
influence more people.

38. The Advice:
10 Ways To Make
Visionary Measurement
Work For Your Organization

39. #1
START WITH THE
BUSINESS VALUE

40. 4 Elements Of Business Value:
SALES
Increase Sales
or Customer
Loyalty
INNOVATION
Inspire
Innovation or
Motivate Team
EFFICIENCY
Create
Efficiency or
Save Money
RETENTION
Drive
Employee
Retention or
Hiring
+ @@ROHITBHARGAVA

41. #2
AVOID THE BS …

42. 42
If I keep no
record of
what I do,
I can always
assume I've
succeeded.”
“

43. 43

44. 44

45. #3
EMBRACE THE STORY

46. 46

47. 47

51. #4
FOCUS ON THE BIG
PICTURE

57. #5
ILLUSTRATE THE COST OF
DOING NOTHING

58. 58

59. 59

60. 60

61. #6
ALIGN TO A GREATER
VISION

62. 62
“Southwest shares certain values with its
Customers —hard work, perseverance, and the
relentless pursuit of finding a better way.”

63. 63

64. #7
REJECT FALSE
COMPARISONS

65. 65

66. 66

67. 67

68. #8
SHOW INDIRECT IMPACT

70. 70

71. #9
ELEVATE THE RESULTS

73. 73

74. 74

75. #10
TAKE THE CREDIT

76. 76

77. 77

81. The Final Takeaway …
Visionary Measurement
goes beyond tracking
effectiveness, and helps
you focus on adding the
context to show the
overall business value
of PR and social media.

82. WANT TO LEARN MORE?
THIS TALK IS AN INTRODUCTION TO A MORE IN DEPTH
COURSE ABOUT CREATING A MEASUREMENT
PROGRAM FOR YOUR SOCIAL MEDIA EFFORTS.
Since delivering this talk more than a year ago, I have worked with
the Online Marketing Institute to develop a full day long virtual
certification program that includes an in depth look at social
media measurement. The courses focus on everything from
digital strategy to content marketing, and then offer a template
and some specific guidelines on how to build out a measurement
program for your organization. To learn more about the full
+
course, visit the link below …
SEE THE FULL CERTIFICATION COURSE AT:
www.onlinemarketinginstitute.org/course-certifications/digital-strategy-certification

83. HOW CAN WE HELP YOU?
+
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