Post on 30-Oct-2014
description
SOCIAL MEDIA MARKETING ROI
Presented By:Braj Mohan Chaturvedi
+91 9958166889
HOW YOU DO SOCIAL MEDIA MARKETING
Social Networking Sites
Engaged Customer
Engaged Prospect
1
2
Banner Ads
1
2 Paid Ads at SNS
Paid Ads at Content Sites, Forum
Community
Personal Networks3
SEO
ORM
INTERACTIVITY, ENGAGEMENT, BRAND PROMOTION
UNDERSTANDING SOCIAL MEDIA
Customer Communication
• Define the “right customer communication”
Define message
• Develop virality in the message and Promote message in the social media world
Blogging is must
• Develop corporate blog, build communities and leverage existing forums, blogs
Build brands
• Build & leverage a corporate brand, as well as brand for key individuals in the company
Measure SMM
• Build end-to-end measurability for successful implementation.
• ROI based decision making.
INTERACTIVITY, ENGAGEMENT, BRAND PROMOTION
1. ITS ABOUT PEOPLE ENGAGEMENT
2. ITS ABOUT TECHNOLOGY ADOPTION
3. ITS ABOUT RELEVANT CONTENT
4. ITS ABOUT DEVELOPING TRUST
ALL OF THESE ARE TIME CONSUMING
Social media marketing is not free.
IF THERE IS INVESTMENT, THERE HAS TO BE ROI
MEASURING SOCIAL MEDIA MARKETING
84 percent of social media programs don’t measure ROI*
*survey by Mzinga and Babson Executive Education; emarketer.com
*Measuring social media ROI isn’t impossible but it can be difficult, as most of the pieces that need to be evaluated are difficult to track.
IS SOCIAL MEDIA PROGRAMS DIFFICULT TO MEASURE*?
NO
SOCIAL MEDIA PROGRAMS IS MEASURABLE.
IMPACT – POSITIVE OR NEGATIVE.
social media really works, business need to measure its.
IMPACT – POSITIVE OR NEGATIVE.
SOCIAL OBJECTIVES• Reach• Awareness• Coverage• Continuity
SOCIAL MEASURES• # of visitors• # of page views• Time on site• Conversions - Subscription, Lead, Sponsorships
MEDIA OBJECTIVES• Loyalty• Advocacy• Trust• Influence• Engagement
MEDIA MEASURES•Sentiment • Comments • Feedback • Mentions • Readership
The parameters to measure social impact are different from the parameters of measuring media impact. The parameters of measuring social media marketing has to be combination of both.
Content Visibility Relevance Credibility Brand DNA
Status, awareness, group post
Profile view, connection, participation
Comments Answer rating Relevance,
Status, wall post, connection, participation
Comments Likes, Relevance,
Tweets Followers, participation,
retweets
Click of links Followers Relevance,
post Profile view, post views, No. of posts
Comments, traffic, share
Rating Relevance,
Videos connection, No of videos, videos views,
comments
Comments, downloads, share
Likes, ratings Relevance,
PPTs, documents, Followers , No of PPTs, documents views, comments
Comments, downloads, share
Followers Relevance,
Photographs Profile view, photo views, No. of photos
Comments, traffic Rating Relevance,
Measurement
Interactivity
Velocity Traffic
Energy
Growth
Content