View
4.685
Download
1
Category
Tags:
Preview:
DESCRIPTION
This deck was used in a panel discussion at the India Social Summit (ISS10) on Dec 17. It has: a. view on ROI b. case studies c. pointers on how to get started
Citation preview
ROI: WHAT'S THE FUSS?
Aseem SoodCOOImpact Research & Measurement Pvt. Ltd.twitter: @aseemsoodEmail : asood@impactmeasurement.co.in
www.impactmeasurement.co.in
… helping you make sense of news
ROI IS NOT # OF FOLLOWERS
Source: KD Paine
Cost Savings + Cost of program - Cost elimination
Greater Efficiency + Cost of program - Cost old way
Greater Revenue + Cost of program - Value of leads/ sales
INVESTMENT
… helping you make sense of news
# OF FOLLOWERS IS STILL A GOOD MEASURE
Source: Don Bartholomew
Depends on your need
Exposure Engagement Influence Action
Brand Mentions Share of +ve discussions
Comment Sentiment
# of Followers
Comments/ Post Ratio
Number of links Number of retweets Bookmarks/ likes Resolution rate
Likelihood to recommend a friend
Ratings Reviews
Buy the product Vote for/ against Visit the store Attend the event
Closer to ROI
… helping you make sense of news
PRIVATE DATA IS NOT AVAILABLE
Source: Don Bartholomew
Depends on your need
Exposure Engagement Influence Action
Brand Mentions Share of +ve discussions
Comment Sentiment
# of Followers
Comments/ Post Ratio
Number of links Number of retweets Bookmarks/ likes Resolution rate
Likelihood to recommend a friend
Ratings Reviews
Buy the product Vote for/ against Visit the store Attend the event
Private data
Available in public domain/ Agencies can access
… helping you make sense of news
SOCIAL MEDIA APPROACH
Source: Dell
… helping you make sense of news
ROI CAN BE MEASURED AT EACH STEP
Cost Savings
Greater Efficiency
Greater Revenue
LISTEN ENGAGE ACT
… helping you make sense of news
RETURN ON LISTENING = HIGHER REVENUE
“I think the way to win in social media or have success is to not talk but to listen“
Gary Vaynerchukhost of Wine Library TV
example 1
… helping you make sense of news
RETURN ON NOT LISTENING = LOSS
Source: 2009 study performed by Mzinga and Babson Executive Education
example 2
One person -Dave Carroll cost United $180M
Loss = cost of more than 51,000 replacement guitars.
Source: YouTube
… helping you make sense of news
RETURN ON LISTENING = GREATER EFFICIENCY
Source: 2009 study performed by Mzinga and Babson Executive Education
In a survey in 2009, 80% of respondents reported that customer stories and suggestions helped them shape their products and services better
… helping you make sense of news
RETURN ON ENGAGING = GREATER EFFICIENCY
Source: Dell, BrandAutopsy
example 3
In Febuary 2007, Dell launched IdeaStorm — an “online suggestion box
Pre-installed Linux on Dell computers was one of the first ideas generated from IdeaStorm
' key on Dell Mini moved working with customers on Twitter
35 other ideas have been put into action as a response to listening to feedback from customers on IdeaStorm
… helping you make sense of news
DELL MEASURES SM REVENUES AS WELL
Total Online
Community Size
2 billion people
3.5 million people
Revenue $52 billion -
1.5 million people
$6.5 million from Twitter@DellOutlet $3mn@DellnoBrasil $0.8 mn@DellHomeSalesCA $150K
Cont... example 3
Source: Dell
… helping you make sense of news
“WE ARE ALL ABOUT LISTENING”, DellCont... example 3
Source: Dell
Michael Dell unveiled the Social Media Listening Command Center
Trained more than 5,000 workers on how to use social media
… helping you make sense of news
TAKING LISTENING TO THE NEXT LEVELCont... example 3
Source: Dell
Monitor more than 22,000 Dell-related topic posts
Average daily mentions of Dell on Twitter alone have a greater reach than the combined circulation of the top 12 daily newspapers in the United States
90% of the time Dell enters into a conversation, it “wins.”
… helping you make sense of news
Where do I start?
START LISTENING
… helping you make sense of news
START LISTENING – Telecom Example
*Green color number denotes Positive Conversation Red color number denotes Negative Conversation
… helping you make sense of news
OBSERVE TRENDS
*Green color number denotes Positive Conversation Red color number denotes Negative Conversation
Thank you!
This document is issued in confidence for the purpose only for which it is produced. It must not be reproduced in whole or in part, or stored in a retrieval system or transmitted in any form or by any means, electronic or mechanical including photocopying and recording or otherwise for any purpose other than under agreement or with the consent in writing from Impact Research & Measurement Pvt. Ltd.
Aseem SoodCOOImpact Research & Measurement Pvt. Ltd.twitter: @aseemsoodEmail : asood@impactmeasurement.co.in
Web: www.impactmeasurement.co.in
To see which companies and which leaders are trending in Indian Print Media REAL-TIME, seeCompanies: http://bit.ly/aTkuXfCxOs: http://bit.ly/gXAQ3T
Recommended