Social Media ROI

ROI of Social MediaWomen Who Tech TeleSummit

May 12, 2009

Monique ElwellHeather Holdridge

Cheryl Contee

www.WomenWhoTech.com

Need Help? Press *7 to un-mute phone lines or call ReadyTalk Support at 1-800-843-9166Need Help? Press *7 to un-mute phone lines or call ReadyTalk Support at 1-800-843-9166


What is Social Media?

Blog & Blogger Outreach

Social Media News RoomSocial Networks

Multimedia GatewaysWebinar, Pod/Video-casts

Mobile Virtual Worlds

GamesTargeted SM Advertisements


Shiny Object Syndrome










WHY???


Strategy

•Consumer: Who are you trying to target?

•Business: What are you trying to get them to do?

•Results: What is success?


Business Strategy

Increase Awareness Increase Loyalty Turn Loyalists into Evangelists Increase Word-of-Mouth Marketing

Indirectly: Increase Donations (non-profits, politics) Increase Event Attendance (non-profits) Increase Sales (business) Increase Voter Turnout (politics) Increase Persuasion (politics)


ROI

What you spent

What you got out of it


Results

Real world testingSMER (Social Media Equivalent Ratio)NPS scoreSM VelocityWeb traffic% of referrers Isolation testingVolume/sentiment # Friends/Fans/FollowsWhat your boss wants


Charlene Li’s Blog ROI Model


Rasmuson Foundation


Rasmuson Foundation


Results

# of applications

% of rural

% of minorities


Case Study: Ford FastLane Blog


Research Results: Calculating ROI

• Key goal of blog: “to share information about its products and to start a dialogue between GM leaders and customers”.

• Key metric: how many times did customers write a comment?

• FastLane.GMBlogs.com has about 100 people commenting on the blog each month = equivalent to gaining customer insight on products and brands from a traditional focus group.

• Estimated value = equivalent to running a focus group every month at the cost of $15,000 a month, or $180,000 a year

The Ron Paul Story: The Insurgent Surges

The Setup

• Congressman Ron Paul running for President as Republican.

• National support never exceeded 4%

• Had raised a total of $8.2MM through 3rd Quarter, 2007 BUT . ..

• HALF of Paul’s donors gave under $200

Hallmarks of an Insurgent Campaign

1. Distributed Network

2. Autonomy--Giving up Control

3. Vibrant Feedback Loop--Transparency

Distributed Network

Supporters: Facebook83,597YouTube49,866MySpace130,592

Allowing the Network to Define itself

1. Allows supporters to connect, “tawlk amongst themselves”

2. Posts info/videos.3. Linking them up to

opportunities to get involved.

Ron Paul Everywhere . . .

RonPaulGraphs.com

Facebook

Copyright ©2008 Care2, Inc. All rights reserved 04/11/23 25

Giving Up Control: What a Difference a Day Makes

The Backstory: Ron Paul had raised $8.2 million through the end of September 2007.

Paul Supporter organized a day of fundraising on November 5th, presumed to invoke British 17th Century Revolutionary Guy Fawkes. Aimed for $10MM.


“Remember, Remember the 5th of November.”

Results: • “Money Bomb” raised $4.3 million. • Campaign ran similar day of fundraising on Dec. 16th (anniversary of Boston Tea Party), raised $6MM.• Quarterly total was $19 million, far outraising any other Republican.


The Aftermath

• Campaign for Liberty formed: c4 with well-over six figure list w/in months.• Students for Ron Paul has formed Young Americans for Liberty—over 50 chapters.• Paul has legitimacy—seat at table in Republican Caucus, ideas gaining traction.


And the Story Continues . . .


Q&A

Monique Elwell [email protected]: @MoniqueElwell

Heather Holdridge 202-785-7302 [email protected] Twitter: @holdie1

Cheryl Contee 202-487-8711 Email [email protected] Twitter: ch3ryl

Date post:	09-May-2015
Category:	Technology
Upload:	womenwhotech
View:	476 times
Download:	1 times

Social Media ROI

Technology