ROI of Social &amp; Digital Marketing

Despite the debates around privacy, disinformation and influencer authenticity; social media continues to fuel our digital lives. The biggest change is how. With ever evolving platforms, trends, and even content types, social is growing increasingly complex and discerning fact from fiction is becoming progressively more difficult. What will be the biggest trends for marketers in 2020? Chris Walts, Social Strategy Lead at Ogilvy UK, and Kanika Bali, Social Strategist at Ogilvy Hong Kong share their insights.

First session of #ieMarketingSpeakerSeries of 2015 with @kevinsigliano - IE Business School Marketing Club

Business

@kevinsigliano
Social & Digital 
ROI 
Connect | Engage | Deliver

InstitutodeEmpresa#SocialCustomerEngagment

40% of Fortune 500
has been reinvented
in the last 10 years.
100% of successful
startups are smart : )

InstitutodeEmpresa#SocialCustomerEngagment
New Marketing Rules
P
Product
P
Price
P
Place
P
Promotion

#change
challenges of the new market space

InstitutodeEmpresa#SocialCustomerEngagment
Connecting with consumers
Consumer

InstitutodeEmpresa#SocialCustomerEngagment
Abundance of brands
Brands

InstitutodeEmpresa#SocialCustomerEngagment
Markets are conversations
BMRB Omnibus survey
Ownership 
and multichannel
The Cluetrain Manifesto

InstitutodeEmpresa#SocialCustomerEngagment
Fragmentation
Media

InstitutodeEmpresa#SocialCustomerEngagment
Creating a transmedia experience
On vs. Oﬀ 
and multichannel

#advertising
big budgets of advertising is not enough

InstitutodeEmpresa#SocialCustomerEngagment
3000: Number of advertising messages
people are exposed to per day.
Nielsen Media Research Study

InstitutodeEmpresa#SocialCustomerEngagment
Only 18% of TV ads generate a
positive ROI
Marketing eﬀectiveness
Deutsche Bank Study

InstitutodeEmpresa#SocialCustomerEngagment
Forrester
In WOM we trust

InstitutodeEmpresa#SocialCustomerEngagment
40% of consumers recommend brands.
Comscore
CitiConference#SocialCustomerEngagment

InstitutodeEmpresa#SocialCustomerEngagment
10% inﬂuence purchasing behavior of
other 90%.”
BMRB Omnibus survey

InstitutodeEmpresa#SocialCustomerEngagment
Users & Advocacy
How to measure: # of users and digital net promoter score (digital)

InstitutodeEmpresa#SocialCustomerEngagment
Experience & Value
How to measure: Customer satisfaction per touchpoint

InstitutodeEmpresa#SocialCustomerEngagment
Building share of mind, wallet and heart
How to measure: SoV, Conversions rates and sentiment

#social customer engagement
strategy
the new challenge

InstitutodeEmpresa#SocialCustomerEngagment
Social Customer Engagement

InstitutodeEmpresa#SocialCustomerEngagment
Building communities

InstitutodeEmpresa#SocialCustomerEngagment
Mix between OWN, EARNED and PAID media
Paid  
Media
Owned 
Media
Earned 
Media
- Mentions in social media 
- Recommendations
- Websites (internal,
external, blogs, microsites)
- Social Platforms (Twitter,
Facebook, Youtube, ...)
- Advertising and sponsored
options in social media

InstitutodeEmpresa#SocialCustomerEngagment
Engagement drivers
vertebrate
open new nodes
proﬁle set up
tools
conversation
listenanswer
generate content
connect
retweet
favorite
read
energize
staycurrent
drive
proactivefollowing
quiz
gifts
Facebookads
campaign
PR2.0
publishnewapplications
discounts

InstitutodeEmpresa#SocialCustomerEngagment
Customer Satisfaction
put customer’s interests first and be useful
do’s

InstitutodeEmpresa#SocialCustomerEngagment
Embrace real-time
Based on Samsung Social Media Presentation

InstitutodeEmpresa#SocialCustomerEngagment
Bridge online and ofﬂine
Based on Samsung Social Media Presentation

InstitutodeEmpresa#SocialCustomerEngagment
Intelligence driven
Based on Samsung Social Media Presentation

InstitutodeEmpresa#SocialCustomerEngagment
eTransformation

InstitutodeEmpresa#SocialCustomerEngagment
IdeaStorm

InstitutodeEmpresa#SocialCustomerEngagment
OFF-ON Facebook
600.000 Likes

InstitutodeEmpresa#SocialCustomerEngagment
Content excellence

InstitutodeEmpresa#SocialCustomerEngagment
Active Listening

InstitutodeEmpresa#SocialCustomerEngagment
Setting the RIGHT objectives
BRANDING
SALES
Build strong branding 2.0. with strong and relevant
presence where the target audience is.
Connect with a targetted audience and prospects. Increase
purchase decision making process.
Publish and Distribute useful and relevant content.CONTENT
COMMUNITY Build strong engaged ties with social customers, create and
manage community.
QUALIFIED TRAFFIC Send qualiﬁed and“ready to buy”traﬃc to web.

InstitutodeEmpresa#SocialCustomerEngagment
Scorecard
Social activity Customer Support Impact
Engagement Sentiment Inﬂuence
Cost per Actions
€
Conversions Share of Voice Community

InstitutodeEmpresa#SocialCustomerEngagment
Conquer the beneﬁts
What are the benefits of social media strategies? Key reasons for a social media ROI?
2012 - Social Media Examiner
85%
69%
65%
58%
58%
55%
51%
46%
40%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
According to
professionals from
Fortune 500
companies
2012 survey to over
1000 CXO, directors and
managers!

InstitutodeEmpresa#SocialCustomerEngagment
Measure and optimize

What's hot

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