Ric Dragon @RicDragon

Social Media ROI?

What's the ROI of Trust and what’s the ROI of Loyalty?

-Ted Rubin

“ “

Every time I hear ‘social media ROI,’ a kitten dies.

-Scott Stratton “

“

Would you want to know the ROI of your mother?”

-Gary Vaynerchuk

““

What’s the ROI of putting on

your pants in the morning?

-Scott Monty, Ford Motor Co.

“ “

THE MARKETECO-SYSTEM

CUSTOMER/BRAND ECO-SYSTEM

IN THE CUSTOMERS MIND

ASSUMPTIONS

1.Marketing Lift

2.Impact on Search Engine Optimization

3.Risk Mitigation

THE MARKET ECO-SYSTEM

4.Transaction (the actual purchase or negotiation)

5.Repeat transactions (TLV)

6.Loyalty – resistance to change

7.Advocacy

Customer/Brand System

8.Awareness

9.Recognition

10.Associations

11.Perceived Quality

12.Likeability

The Customer Mindspace

a Force Multiplier

Awareness Value = (Market Size) X (Awareness Change %) X (Purchase Intent %) X (Sales Conversion %) X (Unit Profits €)

Lift• Could well-executed social media increase the

effectiveness of current advertising spend by 1% If so, what would that be worth?

Frequency Hermann Ebbinghaus Forgetting Curve

Value of Risk MitigationPotential Cost X Likelihood of Occurrence X Mitigation Benefits = value of mitigation

Purpose& Vision

Create Indelible

Memories

Goal

Be center to more

storytelling in social media

Objectives

Publish excellent blog

content at least six times

/ month

Increase community by 50%

Increase engagement by 100%

Increase amplification by 50%

Metrics

# of blog posts / month

# of followers

# of interactions

# of shares

# of mentions

# of comments on blog

1000

3000

Twitter Retweets

NOW

Target

What’s theROI of

Social Media?GREAT

Ric Dragon, DragonSearchdragon@dragonsearch.net

Twitter: @ricdragon

Grazie Mille