Presentation for PAS – Dec 18, 2012

Babar Bhatti • babar@mutualmind.com

Leveraging Analytics for Social Media ROI

2

About Me

MutualMind is a social media listening, analytics and engagement platform with an exclusive focus on OEM

partners and agency/service providers.

• Focus on Social media analytics and data mining• Background in E-business, Web 2.0, Analytics and Internet Technologies• Co-founded MutualMind in 2009 - Angel-funded startup in Dallas

3

Today’s Discussion

4

Primer on ROI

• Return on Investment – a financial measure• Why all the confusion? • Key trends in digital marketing are driving the need for

better measurement of ROI (and accountability!)Age of the CustomerPaid, Owned and Earned mediaToo much data and noise, non-standard approaches /

lack of standards, attribution gaps and stand-alone products

5

The ROI Infographic

6

Framework: ROI Pyramid

7

Framework: Balanced Scorecard

8

McKinsey Framework

9

ROI Measurement

Social can deliver value for a variety of business purposes Marketing Campaigns Brand Awareness and Word of Mouth Competitive Intelligence Customer Intelligence Monitor Reputation (Early Warning System) Product Feedback (Voice of consumer) Market Research Customer Service Sales (Lead Generation)

POST: People, Objective, Strategy, Technology.

10

Metrics for Social Marketing

Metrics that Matter Listening

Volume / SourcesShare of VoiceTopicsSentiments

Reach and InfluenceAudience segmentationReach / impressions

EngagementReactions – Likes, shares Content marketing

Sales Impact

11

Shopper Marketing

Touch Point Monitor Social CRM Amplify Lead

Consider

Evaluate

Buy

Experience

Advocate

Bond

Digital and In-store Social Intelligence for Brands & Retailers

Shop

per L

ifecy

cle

Inte

llige

nce Insights

• SOV• Sentiments• Trends

Interactions• Responses• Engagement• Customer Service

Word-of-Mouth• Authentic Reach • Authentic Influence• Resonance

Change in:• Brand awareness and

sentiment• Consumer behavior• Business outcome

12

Insights Dashboard

13

Sentiments & Reach

Sentiments and Brand Reach

14

Competitive Intelligence

MONITORING RESULTS FOR BRAND VS COMPETITION

FACEBOOK PERFORMANCE COMPARISON

15

ROI Calculator Example

Configurable, self-service online calculator

16

ROI Calculator Example

17

Additional Resources

• A list of key resources is included on the next slide

• For additional case studies, resources and questions, please connect with me: babar@mutualmind.com @thebabar www.linkedin.com/in/bbhatti

18

Selected References

1. McKinsey & Company – Demystifying Social Media - 20122. IBM Social Analytics – The Science Behind Social Media Marketing -

20103. Altimeter Group – Social Media ROI Cookbook - 20124. Forrester Research – The ROI of Social Media Marketing - 20105. Forrester 2012 – The ROI of Social Marketing6. Sloan Management Review – Increasing the ROI of Social Media

Marketing – Fall 20127. Sloan Management Review – Can You Measure the ROI of Your Social

Media Marketing? – Fall 20108. IBM Institute for Business Value Executive Report: Analytics, the New

Path to Value – October 20109. MutualMind Blog (White paper, Infographic)10. John Lovett - Social Media Metrics Secrets - John Wiley and Sons -

201211. Olivier Blanchard – Social Media ROI – John Wiley and Sons - 2011