What is engagement worth?

2. Proving Social Media ROI:
What is Engagement Worth?
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3. Join the Conversation…

4. Our Speakers
Lux Narayan is the CEO and Co-Founder of Unmetric Inc, the Social Media Benchmarking company.
Unmetric is is a pioneer in the social media competitive intelligence space, and is quickly carving &
owning a niche for itself in providing unique analytics across social media platforms like Facebook,
Twitter, YouTube & Pinterest.
Dr. Natalie L. Petouhoff is a business strategist & consultant as well as a leading authority on
social media ROI. As a Forrester Analyst, Dr. Natalie led the pack by writing the world's 1st social
media ROI model. Today Dr. Natalie continues to lead the marketplace with her practical
experience & proven abilities to guide companies & brands.
Arthur Bailey is the Senior AR/PR Manager for Microsoft Worldwide SMS&P. With a strong
emphasis on Microsoft’s channel recruitment and SMB sales strategies, Bailey manages analyst
engagements that focus on Microsoft’s core technologies as well as its channel and SMB programs’
strengths and challenges.
Maggie Fox is the founder and CEO of Social Media Group, established in 2006 and one of the world’s
most highly respected independent agencies helping business navigate the socially engaged Web.
Pioneers in their field, Social Media Group has developed social media strategies for some of the best-
known brands in Europe and North America. @maggiefox
#smtlive

5. 4 Reasons to ROFL
(when asked for Social Media ROI)
Just because Social Media
has more metrics, we expect
There is no magical Social
Media ROI Formula that’s to be able to quantify ROI
been eluding us thus far!
ROI is from "Project Finance".
What's the "value" of a Fan? Let’s If you had ROI on variable costs,
you're printing money!
figure the ROI on a TV GRP first!

6. Frameworks for thinking around the ROI Box
Return
Sales
A.I.D.A.
TV www Social
2. Attribution
Visitor metrics: Social Metrics:
Viewer Metrics
Time on site, Mentions, Likes,
Preference, UBA, assets viewed, etc Comments, Shares,
UAA etc RTs, @mentions, etc
Buying GRPs Buying Traffic Building Community
Creating adverts Creating Creating engagement
Maintaining conversations
stickiness
Investment
3. Benchmarking...

7. Digital Marketing / PR Business Goals
Would it be useful if yoube good if you could…
Would it could:
• Improve Digital Campaign Response:
• Accurately measure, identify and rank, engage top influencers
and measure results quickly
• Improve Campaign Management & Effectiveness:
• Conduct real-time digital campaign analysis, measure
campaign/ engagement results, more accurately, quickly and
easily
• Prevent a PR disaster or reduce brand damage – length of
issue and depth of problem
• Optimize Online Advertising Investment:
• Optimize advertising effectiveness based upon refined target
message creation. @drnatalie

8. Case Study: Occasion-Based Marketing in CPG
Challenge and/or Business Objective Actions Taken
• Identify the occasions on which • Strategically place cheese next to eggs
consumers most enjoy cheese and dairy aisles
• Confirm hypothesis that consumers most • Developing commercial in breakfast
enjoy their cheese product in a BBQ setting
setting • Creating other “breakfast themed”
campaigns
Insights Discovered Results/ Outcome
• Saved time and money on market
• Cheese gets the most “buzz” and research / small focus groups
conversation at breakfast time
• Increased the sales of the cheese by
• Consumers talk more about making moving it closer to breakfast foods
omelets than cheese burgers
@drnatalie

9. Case Study: Campaign Launch in QSR
Challenge and/or Business Objective Actions Taken
• Launched a new product • Found that some skews in certain areas
• Wanted to determine its uptake in were selling on a steady path
various markets • Other areas sales stopped completely
Insights Discovered Results/ Outcome
• The re-allocated the inventory, sending
• They cities where sales stopped was more to locations that had higher sales
because the people bought them all volumes
and they couldn’t find them anywhere • Hit highest sales record in life of the
product line
@drnatalie

10. Case Study: Issues Tracking in CPG
Challenge and/or Business Objective Actions Taken
• A cosmetics company wanted to • Pulled product from the selves
determine how its new foundation • Reformulated product
product was performing in the market • Reached out to bloggers to educate
place them on new formula
Insights Discovered Results/ Outcome
• Restored brand reputation
• A new word “oxidization” used to
describe product discoloration issues
• Re-launched new product in Fall 2012
• Broke record sales
• Identified key health and beauty
bloggers that were spreading this mis-
information
@drnatalie

11. PR Crisis Recovery & Restore Sales
–
= x 100
• What is the cost of a PR Crisis Recovery plan? • People: Staff salary (existing)
• Impact to annual revenue /shareholder value?
• Revenue lost / week during PR Crisis? • Process: Training to use the system
• Length PR Crisis without social media monitoring? (5 days)
• Length PR Crisis with social media monitoring?
• Cost to restore corporate brand reputation / equity?
• Technology:
• Fix a product issue and return sales volume
Social Media Monitoring Platform
Benefit: $2M to restore the brand’s reputation
and restore sales of product • Investment: (1 year) = $25K x 12 = $300K
ROI = $2M – $300K x 100 = 566% ROI
$300K
www.DrNatalieNews.com/blog @drnatalie

12. Join the Conversation…

13. Our Speakers
Lux Narayan is the CEO and Co-Founder of Unmetric Inc, the Social Media Benchmarking company.
Unmetric is is a pioneer in the social media competitive intelligence space, and is quickly carving &
owning a niche for itself in providing unique analytics across social media platforms like Facebook,
Twitter, YouTube & Pinterest.
Dr. Natalie L. Petouhoff is a business strategist & consultant as well as a leading authority on
social media ROI. As a Forrester Analyst, Dr. Natalie led the pack by writing the world's 1st social
media ROI model. Today Dr. Natalie continues to lead the marketplace with her practical
experience & proven abilities to guide companies & brands.
Arthur Bailey is the Senior AR/PR Manager for Microsoft Worldwide SMS&P. With a strong
emphasis on Microsoft’s channel recruitment and SMB sales strategies, Bailey manages analyst
engagements that focus on Microsoft’s core technologies as well as its channel and SMB programs’
strengths and challenges.
Maggie Fox is the founder and CEO of Social Media Group, established in 2006 and one of the world’s
most highly respected independent agencies helping business navigate the socially engaged Web.
Pioneers in their field, Social Media Group has developed social media strategies for some of the best-
known brands in Europe and North America. @maggiefox
#smtlive

14. Thanks for Joining Us!
• This webinar will be available on-demand at
www.SocialMediaToday.com.
• An archived version of the webinar along with
the slides will be emailed to you in a couple of
days
• Thank you to today’s webinar sponsor SAP.
#smtlive

15. Join us next week for:
Social Media & Organizational Change: Disruptor or Facilitator?
Do internal social tools help or hinder your company?
#smtlive