Is your brand speaking the right language?

Measuring social media ROI in AfricaJoe Otin

• A closer look at social media

• Global ROI reviews

• Local ROI review

• A way forward

In the year 2012, social media became one of the most powerful sources for news updates through platforms like

Twitter and Facebook

What’s the point?

• If you can’t measure it, don’t do it

• Commercial goals – profitability & growth

• Investment decisions based on priorities

• Deepening internet, social media use on the African continent

“It is therefore reasonable to say that Social Media represent a

revolutionary new trend that should be of interest to companies

operating in online space – or any other space for that matter”

Kaplan & Haenlein

Social Media defined

• Social media is a group of internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content.

6 types of Social Media

1. Collaborative projects (e.g. Wikipedia)

2. Blogs and microblogs (e.g. Tumblr, Twitter)

3. Social networking sites (e.g. Facebook)

4. Content communities (e.g. Youtube, Pinterest)

5. Virtual game worlds (e.g. World of Warcraft)

6. Virtual social worlds (e.g. Second Life)

The common factor: prosumers – users who create the goods that they collectively consume

“Trying to measure social media ROI is like trying to

measure the ROI of my mother”

Gary Vaynerchukhttp://bit.ly/NlgL5Q

Social tools offer $1tr opportunity

• $345 bn – Product development

• $500 bn – consumer insights to social commerce and customer care

• $230 bn – better internal collaboration and "matching talent to tasks“

– Social tools for internal communication could free up 7% to 8% of the working week

Firms with lots of "knowledge workers", relying on strong reputation and recognition scores among consumers, distributing products using digital systems and providing "experiences" or "inspiration" stand to benefit most – McKinsey Global Institute

The Socially Engaged Enterprise

• Gets 4 times greater business impact

• 3-5% is the average rate of return on social engagement

• Greatest impact top 2

– marketing & sales effectiveness

– increased sales & market share

• Define social media as

– online listening

– blogging

– building relationships with online influencers

• Benchmarks and key performance indicators will be top approaches for measurement

The Socially Engaged Enterprise

Trail Blazers2.7%

Low InvestmentsHigh Returns

Creators22.2%

Limited InvestmentsHigh Returns

Thrivers14.6%

Well ArchitectedProven Returns

Observers18.5%

Low InvestmentsLow/No Returns

Incrementalists30.1%

Limited InvestmentsLow Returns

Dreamers11.9%

High InvestmentsLow Returns

Exceptional Business Value

Return

Limited to No Business

Returns

Low Social Engagement

Presence

Limited Social Engagement

Presence

Extensive Social Engagement

Presence

Commercial engagement focus

• Developing new products based on listening

• Empowering new employees

• Building relationships with influencers

• Responding to criticism quickly

• Leadership champions social media

• Using social media to drive demand and sales

Methods?

• Social media tracking

• Internet usage data

• F2F establishment surveys

• Online surveys

• Qualitative studies

Social media case study

• Safaricom

• CEO led

• Major investments in CRM

• Less queries to call center

• Faster response on Twitter, slower on Facebook

The most “socially-devoted” companies, according to Social Bakers

Brand No. of FansQuestion

Response Rate

Number of Questions Answered

Personal Argentina 309,968 89.13% 14,306

Claro 415,026 96.99% 10,266

Acer Indonesia 612,837 95.05% 4,992

LBC Express Inc. 58,176 91.75% 4,083

Comunidad Movistar Argentina 385,451 91.67% 3,301

Volaris 335,410 77.92% 3,297

Safaricom Kenya Official Page 130,201 88.52% 3,255

KLM 1,540,788 94.14% 2,843

Vodafone Nederland 82,926 92.27% 2,758

Claro El Salvador 133,270 96.74% 2,758

Metrics

• Crowd sourcing• Online performance of various offerings and properties• Database development• Consumer buzz• Strengthening of market dominance• Enhancement of CRM experience• Engagement with other publishers and their social network

influence• Cross media influence• Implementation of effective social marketing programs• ROI comparisons between earned and paid online media• Effective recruitment

Old Spice case study

• http://www.youtube.com/watch?v=Kg0booW1uOQ

Thank you

@joe_otin