Marketing on social networks
اسلاید 1: Enough withthe Social Media BS.Give me the realz.Social Fresh Conference // 24 August 2009
اسلاید 2: SOCIAL MEDIA IS NOT FREE.
اسلاید 3: 1. It takes people.
اسلاید 4: 2. It takes technology.
اسلاید 5: 3. It takes time.
اسلاید 6: … all of which are limited resources.We have… rocks.
اسلاید 7: These resources=100%of your budgetHead CountAdvertisingE-MarketingInbound Call CenterEach resourcehas a specific costSales Dept.Public RelationsMarketingI.T.AccountingEach resourceyields specific results
اسلاید 8: These resourcesgenerate100%of your businessHead CountAdvertisingE-MarketingInbound Call CenterSales Dept.Public RelationsMarketingI.T.AccountingLosing even 1% of your budget’s efficiency could seriously ruin your day.
اسلاید 9: Okay fine. But if I’m going to take a chanceon this social media thing,it had better make good businesssense! Why should I allocateresources to it?
اسلاید 10: Reason #1:It will result in a cost reduction.Maybe in customer service?You mentioned something aboutbusiness intelligence andmarket research?Reason #2:It will generate more revenue.I want more transactions, more net new customers,more customer loyalty,etc.
اسلاید 11: Now go figure out whatProgram you have to cutto fund this Social Media thing.Remember that our bonusesare on the line.
اسلاید 12: Which buckets do we emptyto fill this new one?Understand that a newSocial Media program’sfunding doesn’t appearout of thin air.:
اسلاید 13: Business JustificationSAY HELLO TO:R.O.I.
اسلاید 14: R.O.I.RETURNONINVESTMENT
اسلاید 15: THE R.O.I. EQUATIONInvestmentExpectation of return
اسلاید 16: ROI =COST OF INVESTMENT(GAIN FROM INVESTMENT - COST OF INVESTMENT)THE R.O.I. EQUATION
اسلاید 17: Truth about R.O.I.ROI is a business metric, not a media metric.ROI is 100% media-agnostic.Only measuring digital or social won’t get you anywhere.
اسلاید 18: Reason #1:COST REDUCTIONReason #2:REVENUE GENERATIONRemember what Mr. Bossman said…
اسلاید 19: Okay, hotshot,You have your Social Media doohickey.Now I’d better see some real results!Or else… I shrank my PR budget by 20%and my outbound call budget by 40%.Now I can afford a team of social mediaRock stars. Can I get a hellz yeah?
اسلاید 20: Woohoo!I have a job!!!
اسلاید 21: Dudes, we are ON THIS!!!Let’s start engagin’!!!I call dibs on theCorporate blog.
اسلاید 22: One Month Later…ACCOUNTINGCool.
اسلاید 23: Oh my! Look at all the newvisitors to our website!and all of our FaceBook friends!Hot Damn, we even have comments on the blog!What about ourTwitternets?
اسلاید 24: This rocks!I never had it sogood!!!
اسلاید 25: Three Months Later…ACCOUNTINGCool.
اسلاید 26: Monitoring to base…Monitoring to base…Our Google Analytics are throughthe roof! Even our social mentionsare wicked good!We have liftoff!Yeah but…What aboutthe P&L?
اسلاید 27: Measuring mediareally rocks myworld.
اسلاید 28: Six Months Later…ACCOUNTINGAnything?Nope.Nada.
اسلاید 29: What kind of mood is The old man in today?Not good.He doesn’t care how many visitorsthe website gets, or how manyeyeballs we estimate we’ve reached unless it means we’re sellingmore stuff.
اسلاید 30: But why?Our website is getting mad hits, Jack!And we have 3,000 followerson Twitter now!I’m sorry, son.If your Social Media programis generating revenue, we aren’tseeing it. We need to allocate resources where we canmake money.It’s just business.
اسلاید 31: Darn it.This media measurementstuff isn’t working.We need to starttying this stuff to actualBusiness performance.Where to start?Let’s see…At the beginning?
اسلاید 32: Things happen in sequence.
اسلاید 33: Non-financial impact is not ROI (yet).
اسلاید 34: Types of non-financial impactWebsite VisitorsClick-throughsVisitors to a brick & mortar storePositive pressPositive WOMNegative pressNegative WOMCustomer complaintsEmployment applicationsRetweetsFaceBook friendsBlog commentsSocial mentionYouTube viewsTwitter followersImpressionsDelivered emailsCoupons distributed
اسلاید 35: Non-financial impact = potential.
اسلاید 36: ROI = actualized potential.
اسلاید 37: Reason #1:COST REDUCTIONReason #2:REVENUE GENERATIONRemember what Mr. Bossman said…
اسلاید 38: I need proof thatwhat we’re doingis actually working.Start with proof of concept.
اسلاید 39: Step 1: Establish a baseline8% YoY Growth
اسلاید 40: Baselines illustrate deltas (changes)Is something happening here?
اسلاید 41: Step 2: Create Activity Timelines
اسلاید 42: Step 2: Create Activity Timelines
اسلاید 43: Step 2: Create Activity Timelines
اسلاید 44: Step 3: Look at Sales Revenue
اسلاید 45: Step 3: Also look at # of transactions
اسلاید 46: Step 3: Also measure net new customers
اسلاید 47: Transaction data should be specificF.R.Y.FREQUENCY, REACH, YIELDHow often customers transact. (transactions per month)How many customers you are reaching. (net new customers)How much they spend. ($ per transaction)
اسلاید 48: The latest numbers indicatethat our YoY sales $ are up 60%.Our individual transactions have doubled,as have our transacting customers.Something’s working! Groovy!Let’s figure out what.
اسلاید 49: Step 4: Measure transactional precursors
اسلاید 50: Step 4: Measure transactional precursors
اسلاید 51: Step 4: Measure transactional precursors
اسلاید 52: We overlaid all of our timelinesand noticed that since our social mediaactivities began, our website visits are up,our social mentions are also up, andeveryone seems to love us. So is there a discernable patternin this?
اسلاید 53: Step 5: Overlay all timelinesactivitiestransactionssocial dataweb dataloyalty metricsetc.
اسلاید 54: Step 6: Look for patternsBeforeAfterImpactImpactImpactNo ImpactUncertain Impact
اسلاید 55: Step 7: Prove relationshipsBeforeAfterHow was this groupTouched by SM?
اسلاید 56: How longwill all thisanalysis take?It’s all a processof elimination, really.Isolating patterns, quantifying deltas,proving ad-hocs… Then allwe have to do isfigure out what the cost savings and revenue gainsare, and plug them into the equation.
اسلاید 57: ROI =COST OF INVESTMENT(GAIN FROM INVESTMENT - COST OF INVESTMENT)THE R.O.I. EQUATION
اسلاید 58: THE R.O.I. EQUATIONInvestmentExpectation of return
اسلاید 59: Oh wow.This R.O.I. thingwasn’t at all aboutmeasuring media,impressions andeyeballs!
اسلاید 60: First things first: Prove that Social Media worksACCOUNTINGAll things remaining the same…We may have proof ofconcept.Hot damn!
اسلاید 61: So it turns out that our Social Media program is impactingevery aspect of our business excepttraffic in our brick and mortar stores.Can you get on that? Yeah. We needto find out why we aren’t havingan effect there. Kthxbye. Then use what you know to make it work better.
اسلاید 62: Dudes, we are ON THIS!!!Let’s start engagin’!!!I’ll start crafting somewicked blog posts.More store traffic.Roger that.
اسلاید 63: Finally, someone with somereal metrics for me to sink my teeth into!Good job, Sparky! You done gewd!
اسلاید 64: So I guess Social Mediais going to stick around a little whilelonger after all, isn’t it?Yessir.Looks like our budgetis safe for now.
اسلاید 65: Drinks for Everybody!
اسلاید 66: Olivier BlanchardPrincipal, BrandBuilder Marketing864.630.7398www.thebrandbuildermarketing.com@thebrandbuilder (on Twitter)www.smroi.net
اسلاید 67: SlideographySlide #Source3, 9, 10, 11, 18-31, 37, 38, 48, 52, 56,59-6546UFO (TV series) http://ufoseries.com/http://www.minnpost.com/stories/2008/06/18/2282/this_doesnt_compute_as_more_women_enter_scientific_fields_their_numbers_in_computer_science_are_decliningKim Jong Il puppet, from “Team America”http://blogs.rockymountainnews.com/bridget/kimjongil.jpg
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