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8/2/2019 ROR = Social Medias ROI
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ROR = Social Medias ROI
How Return on Relationships makes
THE difference
www.returnonrelationships.net
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The Old Model
ROI = Return on Investment
In marketing terms, huge investment was
made in creating content for:
TV
Radio
Magazine/Newspaper adverts
Direct Mail
Billboards
www.returnonrelationships.net
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The New Model
Social Media Channels
Reach people where they are interacting
UGC User Generated Content
Get your consumers talking about your product
Create dialogue
Get into a conversation with consumers
Viral and Word of Mouth People trust people have a virtual (global) sales
force
www.returnonrelationships.net
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The Basics of Social Media ROI
Wheres the money.....?
http://www.slideshare.net/thebrandbuilder/oliv
ier-blanchard-basics-of-social-media-roi
More on Olivier Blanchard (worth a look!):
http://thebrandbuilder.wordpress.com/
www.returnonrelationships.net
http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roihttp://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roihttp://thebrandbuilder.wordpress.com/http://thebrandbuilder.wordpress.com/http://thebrandbuilder.wordpress.com/http://thebrandbuilder.wordpress.com/http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roihttp://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roihttp://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roihttp://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roihttp://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roihttp://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roihttp://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roihttp://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roihttp://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roihttp://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roihttp://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roihttp://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roihttp://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roihttp://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi8/2/2019 ROR = Social Medias ROI
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The Contexthttps://reader009.{domain}/reader009/html5/0505/5aed83468e945/5aed834b0afe1.
www.returnonrelationships.net
http://www.theequitykicker.com/wp-content/uploads/2009/07/image1.pnghttp://www.theequitykicker.com/wp-content/uploads/2009/07/image1.pnghttp://www.theequitykicker.com/wp-content/uploads/2009/07/image1.pnghttp://www.theequitykicker.com/wp-content/uploads/2009/07/image1.png8/2/2019 ROR = Social Medias ROI
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Facebooks Stats
http://www.facebook.com/press/info.php?statistics (as at 31 Jan 2010)
>350 million active users (thats more than the population of the USA!)
50% of our active users log on to Facebook in any given day
>35 million users update their status each day with more than 55 millionupdates
>2.5 billion photos uploaded each month
>3.5 billion pieces of content (web links, news stories, blog posts, notes,photo albums, etc.) shared each week
>3.5 million events created each month
>1.6 million active Pages on Facebook
>700,000 local businesses have active Pages on Facebook Pages have created more than 5.3 billion fans
About 70% of Facebook users are outside the United States
>65 million active users access Facebook through their mobile devices.
Mobile device users are almost 50% more active than non-mobile users.
www.returnonrelationships.net
http://www.facebook.com/press/info.php?statisticshttp://www.facebook.com/press/info.php?statistics8/2/2019 ROR = Social Medias ROI
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Facebooks Population
www.returnonrelationships.net
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Social Media Marketing by Definition
Organic
Transparent
Authentic Community
User generated Content
Word of Mouth
Viral
Social media marketing is
about building ways that
fans of a brand or
company can promote itthemselves in multiple
online social media
venues.
-Wikipedia
www.returnonrelationships.net
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Social Media ROI: Socialnomics
http://www.youtube.com/watch?v=ypmfs3z8esI
www.returnonrelationships.net
http://www.youtube.com/watch?v=ypmfs3z8esIhttp://www.youtube.com/watch?v=ypmfs3z8esIhttp://www.youtube.com/watch?v=ypmfs3z8esIhttp://www.youtube.com/watch?v=ypmfs3z8esIhttp://www.youtube.com/watch?v=ypmfs3z8esI8/2/2019 ROR = Social Medias ROI
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Gary Vaynerchuck: On Social Media ROI
www.returnonrelationships.net
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Cost Comparison
Direct Mail - $15k = 200 new customers
Billboard - $7.5k = 300 new customers
Twitter - $0 = 1,800 new customers
To get the same from traditional channels:
Direct Mail = $135k for 1,800 new customers Billboard = $45k for 1,800 new customers
www.returnonrelationships.net
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The Trust Equation (contd)
Economist - A special report on social networkingProfiting from friendship
www.returnonrelationships.net
http://www.economist.com/specialreports/displaystory.cfm?story_id=15351026http://www.economist.com/specialreports/displaystory.cfm?story_id=15351026http://www.economist.com/specialreports/displaystory.cfm?story_id=15351026http://www.economist.com/specialreports/displaystory.cfm?story_id=15351026http://www.economist.com/specialreports/displaystory.cfm?story_id=15351026http://www.economist.com/specialreports/displaystory.cfm?story_id=15351026http://www.economist.com/specialreports/displaystory.cfm?story_id=15351026http://www.economist.com/specialreports/displaystory.cfm?story_id=15351026http://www.economist.com/specialreports/displaystory.cfm?story_id=15351026http://www.economist.com/specialreports/displaystory.cfm?story_id=15351026http://www.economist.com/specialreports/displaystory.cfm?story_id=15351026http://www.economist.com/specialreports/displaystory.cfm?story_id=15351026http://www.economist.com/specialreports/displaystory.cfm?story_id=15351026http://www.economist.com/specialreports/displaystory.cfm?story_id=15351026http://www.economist.com/specialreports/displaystory.cfm?story_id=15351026http://www.economist.com/specialreports/displaystory.cfm?story_id=15351026http://www.economist.com/specialreports/displaystory.cfm?story_id=153510268/2/2019 ROR = Social Medias ROI
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Traditional Marketing
One mouth - Telling isnt Selling
www.returnonrelationships.net
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Social Media Marketing
Dialogue - Two ears, two eyes, one mouth
www.returnonrelationships.net
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Pay.....! Attention......?
You cant buy attention anymore. Having a
huge budget doesnt mean anything in Social
media ...
The old media paradigm was PAY to PLAY.
Now you get back what you authentically put in.
Youve got to be willing to PLAYto PLAY
Alex Bogusky, Co-Chairman, CP&B
www.returnonrelationships.net
http://www.twitter.com/boguskyhttp://www.cpbgroup.com/http://www.cpbgroup.com/http://www.twitter.com/bogusky8/2/2019 ROR = Social Medias ROI
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ROI of TV.......?
www.returnonrelationships.net
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Old ROI versus New ROR
Traditional - ROI
High up-front investment
High on-going investment
High additional PR costs
Not easily measurable No active dialogue
Mainlyve feedback
High customer support cost ($12 via contact centre)
High market research costs High product development
costs
High customer acquisition cost
Social Media - ROR
Low up-front investment
Low on-going investment
Low additional PR costs
Totally measurable Active dialogue
Mainly +ve feedback
Lower support costs ($0.25 via self-service)
Low market research costs Low product development
costs
Low customer acquisition cost
www.returnonrelationships.net
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Direct ROR of Dialogue
Increased Trust
Increased Affinity
Increased Advocacy Increased Satisfaction
Reduced -ve sentiment
Reduced complaints Reduced resolution times
www.returnonrelationships.net
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Heaven or Hell?
http://darmano.typepad.com
www.returnonrelationships.net
http://darmano.typepad.com/http://darmano.typepad.com/http://darmano.typepad.com/8/2/2019 ROR = Social Medias ROI
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Some Successes - Socialnomics
www.returnonrelationships.net
http://www.youtube.com/watch?v=ypmfs3z8esIhttp://www.youtube.com/watch?v=ypmfs3z8esI8/2/2019 ROR = Social Medias ROI
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Some Successes - Socialnomics
www.returnonrelationships.net
http://www.youtube.com/watch?v=ypmfs3z8esIhttp://www.youtube.com/watch?v=ypmfs3z8esI8/2/2019 ROR = Social Medias ROI
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Some Successes - Socialnomics
www.returnonrelationships.net
http://www.youtube.com/watch?v=ypmfs3z8esIhttp://www.youtube.com/watch?v=ypmfs3z8esI8/2/2019 ROR = Social Medias ROI
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Tangible results
www.returnonrelationships.net
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Sean McDonald from Dell: Traditional
vs. Social Media investment
http://www.youtube.com/watch?v=iBAoAfIKORI
www.returnonrelationships.net
http://www.youtube.com/watch?v=iBAoAfIKORIhttp://www.youtube.com/watch?v=iBAoAfIKORI8/2/2019 ROR = Social Medias ROI
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Customer conversations
www.returnonrelationships.net
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Some Successes - Socialnomics
www.returnonrelationships.net
http://www.youtube.com/watch?v=ypmfs3z8esIhttp://www.youtube.com/watch?v=ypmfs3z8esI8/2/2019 ROR = Social Medias ROI
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Some Successes - Socialnomics
www.returnonrelationships.net
http://www.youtube.com/watch?v=ypmfs3z8esIhttp://www.youtube.com/watch?v=ypmfs3z8esI8/2/2019 ROR = Social Medias ROI
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And finally.........
http://www.youtube.com/watch?v=sIFYPQjYhv8
www.returnonrelationships.net
http://www.youtube.com/watch?v=sIFYPQjYhv8http://www.youtube.com/watch?v=sIFYPQjYhv88/2/2019 ROR = Social Medias ROI
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Do you remember when a website was optional.....?
Do you remember what happened next....?
If youd like to discuss your Social Media Strategy:
Rory Murray
@rorymurray
Rory (at) returnonrelationships.net
+44 7813 939916
t l ti hi t
http://www.twitter.com/rorymurrayhttp://www.twitter.com/rorymurrayhttp://www.twitter.com/rorymurray