SlideShare a Scribd company logo
1 of 58
Download to read offline
SOCIAL MEDIA
IS DEAD
LONG LIVE
SOCIAL MEDIA ROI
Stefanos	
  Karagos	
  |	
  XPLAIN	
  |	
  March	
  2011	
  

xplain.co
DO U HAVE A FB PAGE?


xplain.co   Social media is dead. long live social media roi   22-Mar-11
A TWITTER PAGE?


xplain.co   Social media is dead. long live social media roi   22-Mar-11
A SOCIAL MEDIA TEAM?


xplain.co   Social media is dead. long live social media roi   22-Mar-11
SO WHAT?


xplain.co   Social media is dead. long live social media roi   22-Mar-11
IT’S DEJA VU
Our	
  	
                     Let’s	
  go	
  	
            Has	
  Legal	
  	
       Is	
  this	
     Let’s	
  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
THE LONG STORY / SHORT


xplain.co   Social media is dead. long live social media roi   22-Mar-11
THE LONG STORY / SHORT


xplain.co   Social media is dead. long live social media roi   22-Mar-11
10:00 AM @ OFFICE
THE SCENE / BOSS IS ENTERING THE OFFICE
BOSS / SEES HIS SECRETARY SURFING IN FACEBOOK


xplain.co    Social media is dead. long live social media roi   22-Mar-11
THE DIALOG


xplain.co   Social media is dead. long live social media roi   22-Mar-11
BOSS / HOW MANY FRIENDS DO YOU HAVE?




xplain.co    Social media is dead. long live social media roi   22-Mar-11
BOSS / HOW MANY FRIENDS DO YOU HAVE?
SECRETARY / 4.999 MY BOSS




xplain.co    Social media is dead. long live social media roi   22-Mar-11
BOSS / HOW MANY FRIENDS DO YOU HAVE?
SECRETARY / 4.999 MY BOOS
BOSS / 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
BOSS / HOW MANY FRIENDS DO YOU HAVE?
SECRETARY / 4.999 MY BOOS
BOSS / 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
BOSS / HOW MANY FRIENDS DO YOU HAVE?
SECRETARY / 4.999 MY BOOS
BOSS / 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 CO’S PAGE?




xplain.co    Social media is dead. long live social media roi   22-Mar-11
BOSS / HOW MANY FRIENDS DO YOU HAVE?
SECRETARY / 4.999 MY BOOS
BOSS / 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 CO’S 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
BUT HE HADN’T 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
a+er	
  6	
  months	
  




THE RESULT


xplain.co   Social media is dead. long live social media roi   22-Mar-11
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
facebook?	
  my	
  ass	
  




                                                   NEXT TIME
                                                   MARKETING
                                                   MANAGER ASKED HIS
                                                   BOSS TO INVEST
                                                   €€€€ ON FACEBOOK
                                                   MARKETING


xplain.co   Social media is dead. long live social media roi   22-Mar-11
INVEST?


xplain.co      Social media is dead. long live social media roi   22-Mar-11
INVESTMENT MEANS


xplain.co   Social media is dead. long live social media roi   22-Mar-11
€$¥
xplain.co   Social media is dead. long live social media roi   22-Mar-11
ROI
xplain.co   Social media is dead. long live social media roi   22-Mar-11
WHAT DOES IT MEAN ROI?


xplain.co   Social media is dead. long live social media roi   22-Mar-11
it’s	
  recession	
  >me	
  




RETURN ON INVESTMENT
ROI	
  =	
  [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
THE BASIC RULES OF ROI


xplain.co   Social media is dead. long live social media roi   22-Mar-11
RULE#1
ROI IS A BUSINESS METRIC, NOT A MEDIA METRIC.
RULE #2
ROI IS 100% MEDIA-AGNOSTIC.
RULE #3
THE VALUES USED IN THE ROI EQUATION ARE
NONVARIABLE.



xplain.co     Social media is dead. long live social media roi   22-Mar-11
RULE#4
ROI STANDS FOR RETURN ON INVESTMENT. PERIOD.
RULE #5
EVERY RESOURCE YOU ASSIGN TO A PROJECT HAS A
VALUE.
RULE #6
ROI CAN ONLY CALCULATED AFTER THE INVESTMENT
HAS YIELD A RETURN.


xplain.co    Social media is dead. long live social media roi   22-Mar-11
ROI IS BUSINESS MEASUREMENT, NOT ALCHEMY.

IF YOUR EQUATION SHOWS A COST VALUE IN EUROS
AND A GAIN VALUE EXPRESSED IN FACEBOOK
LIKERS, YOU’RE IN TROUBLE.



xplain.co    Social media is dead. long live social media roi   22-Mar-11
SOCIAL MEDIA IS NOT FREE


xplain.co   Social media is dead. long live social media roi   22-Mar-11
EVERYTHING YOU PUT INTO
A SOCIAL MEDIA PROGRAM
HAS A COST ATTACHED TO IT
xplain.co   Social media is dead. long live social media roi   22-Mar-11
INCLUDING SOCIAL MEDIA
TO THE P&L
                                WTF?	
  



xplain.co   Social media is dead. long live social media roi   22-Mar-11
€€€€	
                                                                                            €€€€	
  
                                                                            NONFINANCIAL	
        FINANCIAL	
  
INVESTMENT	
            ACTION	
                   REACTION	
  
                                                                              IMPACT	
             IMPACT	
  




                 THIS	
  IS	
  VERY	
  IMPORTANT,	
  BUT	
  ROI	
  DOESN’T	
  LIVE	
  HERE.	
  




THE INVESTMENT-RETURN RELATIONSHIP

xplain.co                       Social media is dead. long live social media roi                        22-Mar-11
€€€€	
                                                                                  €€€€	
  
                                                                     NONFINANCIAL	
     FINANCIAL	
  
INVESTMENT	
     ACTION	
                   REACTION	
  
                                                                       IMPACT	
          IMPACT	
  




WELCOME TO ROI WORLD
xplain.co                Social media is dead. long live social media roi                     22-Mar-11
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
THE MAGIC WORD HERE IS:


xplain.co   Social media is dead. long live social media roi   22-Mar-11
CORRELATION
xplain.co   Social media is dead. long live social media roi   22-Mar-11
IS THERE AN EASY WAY?


xplain.co   Social media is dead. long live social media roi   22-Mar-11
YES
xplain.co   Social media is dead. long live social media roi   22-Mar-11
FIRST THINGS FIRST


xplain.co   Social media is dead. long live social media roi   22-Mar-11
#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
#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
#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
#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
#5 LOOK AT TRANSACTIONAL DATA




                                                          Sales	
  Revenue	
  




xplain.co   Social media is dead. long live social media roi                     22-Mar-11
#5 LOOK AT TRANSACTIONAL DATA




                                                     Transac>ng	
  Customers	
  




xplain.co   Social media is dead. long live social media roi                       22-Mar-11
#6 OVERLAY ALL YOUR DATA [STEPS 1-5]
   ONTO A SINGLE TIMELINE
ACTIVITIES	
  




                                                              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   Jan
TRANSACTIONS	
  




                                                              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   Jan




xplain.co                                              Social media is dead. long live social media roi                                                               22-Mar-11
#7 LOOK FOR PATTERNS
  CORRELATIONS	
  
                     160



                     140



                     120



                     100



                      80



                      60



                      40



                      20



                       0
                           Jan   Apr                Jul                Oct          Jan



xplain.co                        Social media is dead. long live social media roi         22-Mar-11
#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          Jan



xplain.co                        Social media is dead. long live social media roi                      22-Mar-11
I NEED A PROVE

xplain.co   Social media is dead. long live social media roi   22-Mar-11
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
WHAT WILL HAPPEN IF YOU
DON’T NOT CARE ABOUT ROI?



xplain.co   Social media is dead. long live social media roi   22-Mar-11
it’s	
  advocates	
  >me	
  



RETURN ON IGNORANCE


xplain.co   Social media is dead. long live social media roi              22-Mar-11
IGNORANCE :
BRAND’S DEATH
xplain.co   Social media is dead. long live social media roi   22-Mar-11
THANK YOU!



xplain.co   Social media is dead. long live social media roi   22-Mar-11
LEARN MORE




xplain.co    Social media is dead. long live social media roi   22-Mar-11
CONTACT US
IF YOU CARE ABOUT YOUR
SOCIAL MEDIA ROI
+30	
  210	
  6395234	
     xplain.co	
                                    karagos@xplain.co	
  
	
                           	
  Cyprus	
  
                             	
  Bahrain	
  
                             	
  Greece	
  
                             	
  Romania	
  
                             	
  Switzerland	
  




xplain.co                    Thanks	
  for	
  the	
  inspira>on:	
  James	
  Belasco,	
  Oliver	
  Blanchard,	
  Alexander	
  Osterwalder	
  	
  	
  	
  	
  

More Related Content

More from Stefanos Karagos

It’s a Mobile World - 9+1 Learnings to Build a Path to Success
It’s a Mobile World - 9+1 Learnings to Build a Path to SuccessIt’s a Mobile World - 9+1 Learnings to Build a Path to Success
It’s a Mobile World - 9+1 Learnings to Build a Path to SuccessStefanos Karagos
 
Destination Marketing: The Journey Before The Destination
Destination Marketing: The Journey Before The DestinationDestination Marketing: The Journey Before The Destination
Destination Marketing: The Journey Before The DestinationStefanos Karagos
 
Online Reputation Management on Steroids
Online Reputation Management on SteroidsOnline Reputation Management on Steroids
Online Reputation Management on SteroidsStefanos Karagos
 
Visual Content Rule The World
Visual Content Rule The WorldVisual Content Rule The World
Visual Content Rule The WorldStefanos Karagos
 
Social Media Marketing is Dead. The Way Brands use it Today
Social Media Marketing is Dead. The Way Brands use it TodaySocial Media Marketing is Dead. The Way Brands use it Today
Social Media Marketing is Dead. The Way Brands use it TodayStefanos Karagos
 
It's All About Content Marketing
It's All About Content MarketingIt's All About Content Marketing
It's All About Content MarketingStefanos Karagos
 
Integrate Traditional to Social Media Marketing
Integrate Traditional to Social Media MarketingIntegrate Traditional to Social Media Marketing
Integrate Traditional to Social Media MarketingStefanos Karagos
 
Social Media - from theory to praxis
Social Media - from theory to praxisSocial Media - from theory to praxis
Social Media - from theory to praxisStefanos Karagos
 

More from Stefanos Karagos (13)

It’s a Mobile World - 9+1 Learnings to Build a Path to Success
It’s a Mobile World - 9+1 Learnings to Build a Path to SuccessIt’s a Mobile World - 9+1 Learnings to Build a Path to Success
It’s a Mobile World - 9+1 Learnings to Build a Path to Success
 
Destination Marketing: The Journey Before The Destination
Destination Marketing: The Journey Before The DestinationDestination Marketing: The Journey Before The Destination
Destination Marketing: The Journey Before The Destination
 
Online Reputation Management on Steroids
Online Reputation Management on SteroidsOnline Reputation Management on Steroids
Online Reputation Management on Steroids
 
Visual Content Rule The World
Visual Content Rule The WorldVisual Content Rule The World
Visual Content Rule The World
 
Social Media Marketing is Dead. The Way Brands use it Today
Social Media Marketing is Dead. The Way Brands use it TodaySocial Media Marketing is Dead. The Way Brands use it Today
Social Media Marketing is Dead. The Way Brands use it Today
 
The Mindmaping Road
The Mindmaping RoadThe Mindmaping Road
The Mindmaping Road
 
It's All About Content Marketing
It's All About Content MarketingIt's All About Content Marketing
It's All About Content Marketing
 
Lies, Sex and Facebook
Lies, Sex and FacebookLies, Sex and Facebook
Lies, Sex and Facebook
 
Integrate Traditional to Social Media Marketing
Integrate Traditional to Social Media MarketingIntegrate Traditional to Social Media Marketing
Integrate Traditional to Social Media Marketing
 
Kill Bullets
Kill BulletsKill Bullets
Kill Bullets
 
Social Media - from theory to praxis
Social Media - from theory to praxisSocial Media - from theory to praxis
Social Media - from theory to praxis
 
Starting Up [with Tags]
Starting Up [with Tags]Starting Up [with Tags]
Starting Up [with Tags]
 
Starting up
Starting upStarting up
Starting up
 

Recently uploaded

Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 

Recently uploaded (20)

Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 

Social Media is Dead. Long Live Social Media ROI

  • 1. SOCIAL MEDIA IS DEAD LONG LIVE SOCIAL MEDIA ROI Stefanos  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. IT’S DEJA VU Our     Let’s  go     Has  Legal     Is  this   Let’s  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 / SHORT xplain.co Social media is dead. long live social media roi 22-Mar-11
  • 8. THE LONG STORY / SHORT xplain.co Social media is dead. long live social media roi 22-Mar-11
  • 9. 10:00 AM @ OFFICE THE SCENE / BOSS IS ENTERING THE OFFICE BOSS / SEES HIS SECRETARY SURFING IN FACEBOOK xplain.co Social media is dead. long live social media roi 22-Mar-11
  • 10. THE DIALOG xplain.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 BOSS xplain.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 BOOS BOSS / 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 BOOS BOSS / 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 BOOS BOSS / 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 CO’S 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 BOOS BOSS / 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 CO’S 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 HADN’T 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 RESULT xplain.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 MARKETING xplain.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 MEANS xplain.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. ROI xplain.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. it’s  recession  >me   RETURN ON INVESTMENT ROI  =  [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 ROI xplain.co Social media is dead. long live social media roi 22-Mar-11
  • 28. RULE#1 ROI IS A BUSINESS METRIC, NOT A MEDIA METRIC. RULE #2 ROI IS 100% MEDIA-AGNOSTIC. RULE #3 THE VALUES USED IN THE ROI EQUATION ARE NONVARIABLE. xplain.co Social media is dead. long live social media roi 22-Mar-11
  • 29. RULE#4 ROI STANDS FOR RETURN ON INVESTMENT. PERIOD. RULE #5 EVERY RESOURCE YOU ASSIGN TO A PROJECT HAS A VALUE. RULE #6 ROI CAN ONLY CALCULATED AFTER THE INVESTMENT HAS 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 EUROS AND A GAIN VALUE EXPRESSED IN FACEBOOK LIKERS, YOU’RE IN TROUBLE. xplain.co Social media is dead. long live social media roi 22-Mar-11
  • 31. SOCIAL MEDIA IS NOT FREE xplain.co Social media is dead. long live social media roi 22-Mar-11
  • 32. EVERYTHING YOU PUT INTO A SOCIAL MEDIA PROGRAM HAS A COST ATTACHED TO IT xplain.co Social media is dead. long live social media roi 22-Mar-11
  • 33. INCLUDING SOCIAL MEDIA TO 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  DOESN’T  LIVE  HERE.   THE INVESTMENT-RETURN RELATIONSHIP xplain.co Social media is dead. long live social media roi 22-Mar-11
  • 35. €€€€   €€€€   NONFINANCIAL   FINANCIAL   INVESTMENT   ACTION   REACTION   IMPACT   IMPACT   WELCOME TO ROI WORLD xplain.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. CORRELATION xplain.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. YES xplain.co Social media is dead. long live social media roi 22-Mar-11
  • 41. FIRST THINGS FIRST xplain.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 TIMELINE ACTIVITIES   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 Jan TRANSACTIONS   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 Jan xplain.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 Jan xplain.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 Jan xplain.co Social media is dead. long live social media roi 22-Mar-11
  • 51. I NEED A PROVE xplain.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 YOU DON’T NOT CARE ABOUT ROI? xplain.co Social media is dead. long live social media roi 22-Mar-11
  • 54. it’s  advocates  >me   RETURN ON IGNORANCE xplain.co Social media is dead. long live social media roi 22-Mar-11
  • 55. IGNORANCE : BRAND’S DEATH xplain.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 MORE xplain.co Social media is dead. long live social media roi 22-Mar-11
  • 58. CONTACT US IF YOU CARE ABOUT YOUR SOCIAL MEDIA ROI +30  210  6395234   xplain.co   karagos@xplain.co      Cyprus    Bahrain    Greece    Romania    Switzerland   xplain.co Thanks  for  the  inspira>on:  James  Belasco,  Oliver  Blanchard,  Alexander  Osterwalder