xplain.co SOCIAL MEDIA IS DEAD LONG LIVE SOCIAL MEDIA ROI Stefanos Karagos | XPLAIN | March 2011
Transcript
1. SOCIAL MEDIAIS DEADLONG LIVESOCIAL MEDIA ROIStefanos Karagos
| XPLAIN | March 2011 xplain.co
2. DO U HAVE A FB PAGE?xplain.co Social media is dead. long
live social media roi 22-Mar-11
3. A TWITTER PAGE?xplain.co Social media is dead. long live
social media roi 22-Mar-11
4. A SOCIAL MEDIA TEAM?xplain.co Social media is dead. long
live social media roi 22-Mar-11
5. SO WHAT?xplain.co Social media is dead. long live social
media roi 22-Mar-11
6. ITS DEJA VUOur Lets go Has Legal Is this Lets put our TVCs
compe>tors Social too seen this? Working? on YouTube! have a FB
Page xplain.co Social media is dead. long live social media roi
22-Mar-11
7. THE LONG STORY / SHORTxplain.co Social media is dead. long
live social media roi 22-Mar-11
8. THE LONG STORY / SHORTxplain.co Social media is dead. long
live social media roi 22-Mar-11
9. 10:00 AM @ OFFICETHE SCENE / BOSS IS ENTERING THE OFFICEBOSS
/ SEES HIS SECRETARY SURFING IN FACEBOOKxplain.co Social media is
dead. long live social media roi 22-Mar-11
10. THE DIALOGxplain.co Social media is dead. long live social
media roi 22-Mar-11
11. BOSS / HOW MANY FRIENDS DO YOU HAVE?xplain.co Social media
is dead. long live social media roi 22-Mar-11
12. BOSS / HOW MANY FRIENDS DO YOU HAVE?SECRETARY / 4.999 MY
BOSSxplain.co Social media is dead. long live social media roi
22-Mar-11
13. BOSS / HOW MANY FRIENDS DO YOU HAVE?SECRETARY / 4.999 MY
BOOSBOSS / WOWW! OUR COMPETITORS HAVE ONLY 999!BOSS / HOW LONG DID
THIS TAKE?xplain.co Social media is dead. long live social media
roi 22-Mar-11
14. BOSS / HOW MANY FRIENDS DO YOU HAVE?SECRETARY / 4.999 MY
BOOSBOSS / WOWW! OUR COMPETITORS HAVE ONLY 999!BOSS / HOW LONG DID
THIS TAKE?SECRETARY / ONLY ONE MONTH MY BOSS!xplain.co Social media
is dead. long live social media roi 22-Mar-11
15. BOSS / HOW MANY FRIENDS DO YOU HAVE?SECRETARY / 4.999 MY
BOOSBOSS / WOWW! OUR COMPETITORS HAVE ONLY 999!BOSS / HOW LONG DID
THIS TAKE?SECRETARY / ONLY ONE MONTH MY BOSS!BOSS / CAN YOU CREATE
AND RUN OUR COS PAGE?xplain.co Social media is dead. long live
social media roi 22-Mar-11
16. BOSS / HOW MANY FRIENDS DO YOU HAVE?SECRETARY / 4.999 MY
BOOSBOSS / WOWW! OUR COMPETITORS HAVE ONLY 999!BOSS / HOW LONG DID
THIS TAKE?SECRETARY / ONLY ONE MONTH MY BOSS!BOSS / CAN YOU CREATE
AND RUN OUR COS PAGE?SECRETARY / YES MY BOSS! GIVE ME 5 MINUTES.
the time it takes ! to start your FB Page!xplain.co Social media is
dead. long live social media roi 22-Mar-11
17. BUT HE HADNT SEEN HER PERSONAL PAGE.. content Her sexy
photos from her latest vaca2ons audience 97% hungry men 18-35
xplain.co Social media is dead. long live social media roi
22-Mar-11
18. a+er 6 months THE RESULTxplain.co Social media is dead.
long live social media roi 22-Mar-11
19. 555 FANS/LIKERS content audience Bla, Bla, Bla, Bla Who
Knows? Bla, Bla, Bla Who Cares? xplain.co Social media is dead.
long live social media roi 22-Mar-11
20. facebook? my ass NEXT TIME MARKETING MANAGER ASKED HIS BOSS
TO INVEST ON FACEBOOK MARKETINGxplain.co Social media is dead. long
live social media roi 22-Mar-11
21. INVEST?xplain.co Social media is dead. long live social
media roi 22-Mar-11
22. INVESTMENT MEANSxplain.co Social media is dead. long live
social media roi 22-Mar-11
23. $xplain.co Social media is dead. long live social media roi
22-Mar-11
24. ROIxplain.co Social media is dead. long live social media
roi 22-Mar-11
25. WHAT DOES IT MEAN ROI?xplain.co Social media is dead. long
live social media roi 22-Mar-11
26. its recession >me RETURN ON INVESTMENTROI = [GAIN FROM
INVESTMENT COST OF INVESTMENT] /COST OF INVESTMENT the formula!
xplain.co Social media is dead. long live social media roi
22-Mar-11
27. THE BASIC RULES OF ROIxplain.co Social media is dead. long
live social media roi 22-Mar-11
28. RULE#1ROI IS A BUSINESS METRIC, NOT A MEDIA METRIC.RULE
#2ROI IS 100% MEDIA-AGNOSTIC.RULE #3THE VALUES USED IN THE ROI
EQUATION ARENONVARIABLE.xplain.co Social media is dead. long live
social media roi 22-Mar-11
29. RULE#4ROI STANDS FOR RETURN ON INVESTMENT. PERIOD.RULE
#5EVERY RESOURCE YOU ASSIGN TO A PROJECT HAS AVALUE.RULE #6ROI CAN
ONLY CALCULATED AFTER THE INVESTMENTHAS YIELD A RETURN.xplain.co
Social media is dead. long live social media roi 22-Mar-11
30. ROI IS BUSINESS MEASUREMENT, NOT ALCHEMY.IF YOUR EQUATION
SHOWS A COST VALUE IN EUROSAND A GAIN VALUE EXPRESSED IN
FACEBOOKLIKERS, YOURE IN TROUBLE.xplain.co Social media is dead.
long live social media roi 22-Mar-11
31. SOCIAL MEDIA IS NOT FREExplain.co Social media is dead.
long live social media roi 22-Mar-11
32. EVERYTHING YOU PUT INTOA SOCIAL MEDIA PROGRAMHAS A COST
ATTACHED TO ITxplain.co Social media is dead. long live social
media roi 22-Mar-11
33. INCLUDING SOCIAL MEDIATO THE P&L WTF? xplain.co Social
media is dead. long live social media roi 22-Mar-11
34. NONFINANCIAL FINANCIAL INVESTMENT ACTION REACTION IMPACT
IMPACT THIS IS VERY IMPORTANT, BUT ROI DOESNT LIVE HERE. THE
INVESTMENT-RETURN RELATIONSHIPxplain.co Social media is dead. long
live social media roi 22-Mar-11
35. NONFINANCIAL FINANCIAL INVESTMENT ACTION REACTION IMPACT
IMPACT WELCOME TO ROI WORLDxplain.co Social media is dead. long
live social media roi 22-Mar-11
36. DARE TO CONNECT THEM?What is the unit of measure [the
currency in other words] of inspira>on? How about Innova>on?
Rela>onships, even? xplain.co Social media is dead. long live
social media roi 22-Mar-11
37. THE MAGIC WORD HERE IS:xplain.co Social media is dead. long
live social media roi 22-Mar-11
38. CORRELATIONxplain.co Social media is dead. long live social
media roi 22-Mar-11
39. IS THERE AN EASY WAY?xplain.co Social media is dead. long
live social media roi 22-Mar-11
40. YESxplain.co Social media is dead. long live social media
roi 22-Mar-11
41. FIRST THINGS FIRSTxplain.co Social media is dead. long live
social media roi 22-Mar-11
42. #1 ESTABLISH A BASELINE Start of Ac>vity Start of SM
Program Start of Campaign Start of Measurement Trend: 10% Growth
xplain.co Social media is dead. long live social media roi
22-Mar-11
43. #2 CREATE ACTIVITY TIMELINE 1 2 3 4 5 6 7 8 9 10 11 12 1st
Month 2nd Month ... xplain.co Social media is dead. long live
social media roi 22-Mar-11
44. #3 MONITOR THE VOLUME OF MENTIONS Overall Men>ons
Posi>ve Men>ons Nega>ve Men>ons 1 2 3 4 5 6 7 8 9 10 11
12 Months xplain.co Social media is dead. long live social media
roi 22-Mar-11
45. #4 MEASURE TRANSACTIONAL FORERUNNERS WHAT YOU MEASURE WHAT
YOU SHOULD CAN MEASURE HERE MEASURE xplain.co Social media is dead.
long live social media roi 22-Mar-11
46. #5 LOOK AT TRANSACTIONAL DATA Sales Revenue xplain.co
Social media is dead. long live social media roi 22-Mar-11
47. #5 LOOK AT TRANSACTIONAL DATA Transac>ng Customers
xplain.co Social media is dead. long live social media roi
22-Mar-11
48. #6 OVERLAY ALL YOUR DATA [STEPS 1-5] ONTO A SINGLE
TIMELINEACTIVITIES SOCIAL DATA WEB DATA 160 160 160 140 140 140 120
120 120 100 100 100 80 80 80 60 60 60 40 40 40 20 20 20 0 0 0 Jan
Apr Jul Oct Jan Jan Apr Jul Oct Jan Jan Apr Jul Oct JanTRANSACTIONS
LOYALTY METRICS 160 160 140 140 120 120 100 100 80 80 AND MORE...
60 60 40 40 20 20 0 0 Jan Apr Jul Oct Jan Jan Apr Jul Oct
Janxplain.co Social media is dead. long live social media roi
22-Mar-11
49. #7 LOOK FOR PATTERNS CORRELATIONS 160 140 120 100 80 60 40
20 0 Jan Apr Jul Oct Janxplain.co Social media is dead. long live
social media roi 22-Mar-11
50. #8 PROVE & DISPROVE RELATIONSHIPS CORRELATIONS 160 140
Why? Why Not? 120 100 80 60 40 How this group was touched by 20 SM
or WoM? 0 Jan Apr Jul Oct Janxplain.co Social media is dead. long
live social media roi 22-Mar-11
51. I NEED A PROVExplain.co Social media is dead. long live
social media roi 22-Mar-11
52. GENERAL MILLS DAVID WITT Senior Manager, Brand Public
Rela2ons, General Mills xplain.co Social media is dead. long live
social media roi 22-Mar-11
53. WHAT WILL HAPPEN IF YOUDONT NOT CARE ABOUT ROI?xplain.co
Social media is dead. long live social media roi 22-Mar-11
54. its advocates >me RETURN ON IGNORANCExplain.co Social
media is dead. long live social media roi 22-Mar-11
55. IGNORANCE :BRANDS DEATHxplain.co Social media is dead. long
live social media roi 22-Mar-11
56. THANK YOU!xplain.co Social media is dead. long live social
media roi 22-Mar-11
57. LEARN MORExplain.co Social media is dead. long live social
media roi 22-Mar-11
58. CONTACT USIF YOU CARE ABOUT YOURSOCIAL MEDIA ROI+30 210
6395234 xplain.co [email protected] Cyprus Bahrain Greece Romania
Switzerland xplain.co Thanks for the inspira>on: James Belasco,
Oliver Blanchard, Alexander Osterwalder