SOCIAL MEDIA MARKETING ROI

Presented By:Braj Mohan Chaturvedi

+91 9958166889

HOW YOU DO SOCIAL MEDIA MARKETING

Social Networking Sites

Engaged Customer

Engaged Prospect

1

2

Banner Ads

1

2 Paid Ads at SNS

Paid Ads at Content Sites, Forum

Community

Personal Networks3

SEO

ORM

INTERACTIVITY, ENGAGEMENT, BRAND PROMOTION

UNDERSTANDING SOCIAL MEDIA

Customer Communication

• Define the “right customer communication”

Define message

• Develop virality in the message and Promote message in the social media world

Blogging is must

• Develop corporate blog, build communities and leverage existing forums, blogs

Build brands

• Build & leverage a corporate brand, as well as brand for key individuals in the company

Measure SMM

• Build end-to-end measurability for successful implementation.

• ROI based decision making.

INTERACTIVITY, ENGAGEMENT, BRAND PROMOTION

1. ITS ABOUT PEOPLE ENGAGEMENT

2. ITS ABOUT TECHNOLOGY ADOPTION

3. ITS ABOUT RELEVANT CONTENT

4. ITS ABOUT DEVELOPING TRUST

ALL OF THESE ARE TIME CONSUMING

Social media marketing is not free.

IF THERE IS INVESTMENT, THERE HAS TO BE ROI

MEASURING SOCIAL MEDIA MARKETING

84 percent of social media programs don’t measure ROI*

*survey by Mzinga and Babson Executive Education; emarketer.com

*Measuring social media ROI isn’t impossible but it can be difficult, as most of the pieces that need to be evaluated are difficult to track.

IS SOCIAL MEDIA PROGRAMS DIFFICULT TO MEASURE*?

NO

SOCIAL MEDIA PROGRAMS IS MEASURABLE.

IMPACT – POSITIVE OR NEGATIVE.

social media really works, business need to measure its.

IMPACT – POSITIVE OR NEGATIVE.

SOCIAL OBJECTIVES• Reach• Awareness• Coverage• Continuity

SOCIAL MEASURES• # of visitors• # of page views• Time on site• Conversions - Subscription, Lead, Sponsorships

MEDIA OBJECTIVES• Loyalty• Advocacy• Trust• Influence• Engagement

MEDIA MEASURES•Sentiment • Comments • Feedback • Mentions • Readership

The parameters to measure social impact are different from the parameters of measuring media impact. The parameters of measuring social media marketing has to be combination of both.

Content Visibility Relevance Credibility Brand DNA

Status, awareness, group post

Profile view, connection, participation

Comments Answer rating Relevance,

Status, wall post, connection, participation

Comments Likes, Relevance,

Tweets Followers, participation,

retweets

Click of links Followers Relevance,

post Profile view, post views, No. of posts

Comments, traffic, share

Rating Relevance,

Videos connection, No of videos, videos views,

comments

Comments, downloads, share

Likes, ratings Relevance,

PPTs, documents, Followers , No of PPTs, documents views, comments

Comments, downloads, share

Followers Relevance,

Photographs Profile view, photo views, No. of photos

Comments, traffic Rating Relevance,

Measurement

Interactivity

Velocity Traffic

Energy

Growth

Content