THIS AIN’T NO PICNIC

THE ROI AND ROP OF SOCIAL MEDIA

THE EXPERIENCE

BEING FIRST SUCKS

THE GOOD NEWS

90% OF THE COMPETITION ISN’T DOING THIS either

OMG, THEY’RE TOTALLYDOING IT!

NOT DOING IT

ONE MORE 90/10 RULE

WANT THIS? GET THIS.

YES, I’M A SENIOR ANALYST.

YOUR OLD ROI PROBABLY SUCKED ANYWAY

1.4-1.6XROI

2-10X

TOOLS AND SOFTWARE

TALENT AND TRAINING

}your social media budget

IS IT WORTH SPENDING $70K/YEAR TO BUY

SOFTWARE TO MONITOR THE SOCIAL WEB?

FREE IS GOOD.GOOGLE

QUANTCASTCOMPETE

ROI = A MULTIPLIER OF DOLLAR AMOUNT WE

SPENT

ROP = THE MULTIPLIER OF THE CONVERSATION

+ + =45

RESPONSES

ROP =

HOW MUCH TALKING HE DID

HOW MUCH TALKING THEY DID

ROP =

16 THINGS

45 THINGS

ROP = ABOUT 2.8X

ROI =

$78 SALARY+ TOOL COSTWHATEVER THE TALKERS

BOUGHT

$384

$78ROI =

ROI = ABOUT 4.9X

WHATARE YOU

FEEDING THEM?

1-2 INTERNSA PHP PROGRAMMER AND MAYBE A

SMALL ERP SYSTEMKNOWLEDGE OF ALL

SOCIAL WEB ACTIVITY PURSUED BY YOUR

BRAND

141K+ FRIENDS

2K COMMENTS

ENGAGEMENT METRIC: 14%

ROP: HIGH-LEVEL

ENGAGEMENT: 200xLOW-LEVEL: 510X

ROI =

SALARY+ TOOL COSTWHATEVER THE TALKERS

BOUGHT

EMAIL 100 OF THEM AND ASK THEM HOW OFTEN

THEY GO TO JACK IN THE BOX

AND WHAT THEY EAT

ENGAGEMENT METRIC: .8%

SEPTEMBER 2008 ROP: 36.7X

ROI =

SALARY+ TOOL COSTWHATEVER THE TALKERS

BOUGHT

EMAIL 100 OF THE COMMENTERS AND ASK THEM IF THEY BOOKED A

CRUISE, OR LOOK AT THIRD-PARTY COOKIE

10K+ FRIENDS

459 COMMENTS

ENGAGEMENT METRIC: 4%

ROP: ???

ANALYZE A STATISTICALLY SUBSET OF THE ENGAGED GROUP, AND MULTIPLY IT

OUT

ROP: 2-200X

ROI: 1.5-10XCORRELATION:

ONLY ON A PER-TOOL BASIS, AT A GIVEN POINT IN

TIME

Social Networks Twitter Blog Forums Wikis Totals

ROP 20x 8x 1.5x 5x 4x

ROI 1.1x 5x 4x 1.1x 2x

% of Resources 70% 5% 10% 10% 5%

Weighted ROP 14x .4x .15x .5x .2x 15.25x

Weighted ROI .77x 0.25 .4x .11x .1x 1.63x

BE A PROFIT CENTER

BE BIG PICTURE

BE FREAKIN’ INVALUABLE TO YOUR BRAND

BRILLIANT METRIC-BASED

SOCIAL WEB STRATEGIESHUGE, COMPLEX

IMPLEMENTATIONS

DRINK ALL OF YOUR SCOTCH