ROI on Digital and Social Media - GBG Mumbai
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ROI on Digital and Social Media Marketing Dec 2013 @sree_raman @ananthv9 @rushabh69
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Presented at Google Business Group (GBG) Mumbai's event on Dec 21st 2013 The funda of return on investment (ROI) on digital and social media is starkly different from measuring ROI on other marketing initiatives. The difference is due to the engaging nature of digital medium as opposed to print and TV which merely broadcast information. 3 Industry experts interacted with the audiences to provide accepted methods of calculating Return on Investment in Digital and Social Media Marketing.
Transcript of ROI on Digital and Social Media - GBG Mumbai
ROI on Digital and Social Media MarketingDec 2013
@sree_raman
@ananthv9
@rushabh69
What’s GBG?
Google Business Group (GBG) – Mumbai is a community for passionate business professionals sharing knowledge about web technologies for business success
Can ‘Likes’ Cure Cancer?
Significance of Digital and Social Media in Marketing
• Today, Focus on customers and customer experience matters more than any other strategic imperative
Be here or go home
Digital Outlook for 2014
• Internet in 2013 passed newspapers to become the world's 2nd largest ad medium, just behind TV
Source: ZenithOptimedia’s Advertising Expenditure Forecasts Dec 2013
Digital Outlook for 2014
• India at no.14 with $ 5,863 million in ad spends
• Digital will contribute 20% of the spends
Source: ZenithOptimedia’s Advertising Expenditure Forecasts Dec 2013 | GroupM Report Dec 2013
Digital Outlook for 2014 & beyond
• Advertising is set to see the strongest sustained period of growth in
ten years.
• Global ad spend growth forecast to rise from 3.6% in 2013 to 5.3% in
2014.
• Growth is then set to increase to 5.8% in 2015 and 2016.
• The principle engine of this growth will be mobile technology, which
is expanding the space for media consumption.
• Mobile to contribute 36% of all the extra ad spend between 2013 and
2016
Source: ZenithOptimedia’s Advertising Expenditure Forecasts Dec 2013
Social Media Outlook – 2014
Source: comScore
57 mn
42 mn
14 mn
12 mn
5.3 mn
3.5 mn
• Indian audience across various social media platforms – October 2013
Social Media Outlook – 2014
• Content’s quality (Hummingbird update))• Microblogging (the no algorithm funda) • Private photo sharing (Snapchat, Instagram
private)• Personalized content from influencers
(LinkedIn Pulse)• Video (Vine, YouTube)
• Facebook’s pay-to-play• Junk content (context and semantic matters)
What is ROI on Digital and Social Media all About?
The fundamental questions is:
“Did I get anything meaningful for my tiring efforts of managing social media pages and digitial media campaigns?”
The Myths of Measurement
What can be Measured?
Measure based on your objectives
The Result Focused Metrics
Source: social@Ogilvy
How to Measure?
Source: social@Ogilvy
The Revenue Model
Social Media Action Value per instancePage likes 12INR Post likes 10INR Shares 25INR Comments 30INR Retweets 30INR YouTube video views 3INR Blog by others 15,000INR Mention in news 60,000INR
Earned Media Value Saved Revenue
• Response to a query• Resolution to an issue• Up sell
Extreme Success Stories
Raised 51 Lacs from Crowd-funding Through Social Media
Extreme Success Stories
8 Million Simultaneous Live Views in YouTube
Extreme Success Stories
15000 Retweets and Counting
Case Study
Ship of Theseus
Presented by @ShauryaBT
How do you convert a critically acclaimed art film into a box office success, with minimal marketing spends?
Challenge
Breaking it down!
PROBLEMIdentifying right audience for the movie
SOLUTIONLet the audience identify itself
PROBLEMBreak clutter and drive awareness
SOLUTIONFocus on Social media and identify influencers
‘Vote for your city’
How did the application help us?
Social media enabled an optimal selection of theatres and show
timings, thereby resulting in an above
average theatre occupancy level
The number game
2.2 MOrganic fans reached
5,832Votes casted
15,246Unique tab visitors
Trickle down effect
24Cities shortlisted
‘The Good Road’
20MBox office revenues. Highest ever for a film of its genre
4XRevenue as compared to ‘The Good Road’ (India’s Oscar entry)
ROI on Social MediaBy Ananth V Techdivine Creative Services
About Techdivine Creative Services: Brief introduction
- Founded in 2010 - Catered to 32 brands across 16 industries in 4 countries (India, USA, UK, UAE)- Has two Registered Brands:
Techdivine ® &
Your SMQ ® ~ Social Media Quotient- Core services: ROI based social media brand marketing
ROI on Social media marketing (SMM)
“Every digital marketing campaign needs to be integrated with a real ROI tracking
process for your BRAND & that too in real-time. Innovate, implement, Measure,
Improvise and generate ROI”
ROI results sample report
ROI results across few industries & brands across countries that we have worked with
Shows Percentage increase in Leads/Sales & Conversions
Are you just a part of the Social media frenzy or is this market potential really going to help you?
Before you jump into a social media marketing campaign because everyone else seems to be doing it, ask yourself few questions about content, resources, goals you want to measure & more…. Have clearly defined GOALS!
First ask yourself: Is SMM for BRAND You?
-Increase leads / enquiries by 15% in the first quarter- Increase leads to sales conversions by 10% in the first quarter-Increase footfalls by 65% in the first quarter-Encourage & initiate at least 1,000 check-ins in the first one hour of the event
Measuring ROI across….. BRAND Goals
- Goals based on deliverables for BRANDS- Leads/Enquiries- Conversions ratio- Mentions / Conversions ratio- Likes/Follows/Circles – Conversion ratios- Brand reach and other goals
- Empower using social networking sites like Google Plus, Facebook, Twitter etc to connect in real-time for real conversations with your end users.
Measure the efforts in terms of resources to the actual NUMBERS in terms of Goals achieved – COST – Revenue ratio
LIFE Success = Achievements – Sacrifices to get there Was it worth it? YES!
PROCESS: How to get started for Social media ROI?
Strategize according to your BRAND Goals
35All Contents are Copyrights of TECHDIVINE Creative
Services
0%
20%
40%
60%
80%
100% G Plus
Blog KRC
You Tube
Research consumers presence online
Understand which sites appeal to them the most and why?
DEMOGRAPHICS
CASE STUDY 1: Footfalls at a restaurant – Actual SALE & Brand advertising
- Webmaster- Google Analytics- Twitter
- Webmaster- Google Analytics- Twitter
-Google Map- Image-Google Map- Image
-Your SMQ- Twitter -Your SMQ- Twitter
23% increase in footfalls in the first quarter65 % increase in Brand mentions online
CASE STUDY 2: Actual Sales ROI (Trading/Broking)
http://www.slideshare.net/YourSMQ
31 % conversions on actual SALES – Leads for ROI
TRENDS: Should you be a part of it?
General Skeleton of tracking Social media ROI
Brands have a much more important role than ever before….. i.e to connect with the consumer within.
Social media is not about websites. It was, is and will always be about people. Humanize your BRAND.
People buy from people they trust, so engage into conversations, empower social networking sites, measure, take feedback, listen and innovate.
Today, it’s as important to listen to your brand tone too online as much as it is listening to end consumers.
Don’t be across every social networking site available, rather be across sites that matter to your audience and consumers.
If you exist as a BRAND, someone out there is talking about you. So make sure, you are part of the conversation prism.
ROI on DIGITAL & SOCIAL MEDIAPresented by Rushabh Vasa
CEO & Founder
ROI on Digital & Social Media
Return-on-Investment (ROI) is key to any successful marketing initiative. After all, in business, it’s always important to see if your investments are profitable.
Case Study: Falguni Pathak
Challenge :
Create identity on Social Media Platforms
User Engagement
Promote Her Event
Generate Revenue
Case Study: Falguni Pathak
Falguni Pathak Youtube Channel
Live Streaming on Youtube
Youtube Monitization
ROI for Campaign
ROI for Falguni Pathak Campaign
Facebook Fanpage : 800,000+ Fans
Youtube Subscribers : 1800
Youtube Views : 228,000+
Adwords Revenue : USD 370
Anoushka Shankar Live Concert
Challenge :
Promote Anoushka Shankar’s India Tour
User Engagement
Generate more Ticket Sell
Anoushka Shankar Live Concert
Facebook Events
Twitter Activity
#AnoushkaLive
Twitter Activity
Twitter Activity
Conversion Tracking
ROI for Campaign
For Anoushka Shankar India Tour Campaign (Bliss Entertainment)
Facebook Fanpage : 1800+ Fans
Twitter Followers : 50
#AnoushkaLive Reach : 22,38,224+
Ticket Sell on Campaign Days : 210 (60% Tickets sold were worth Rs. 2499)
Case Study : The Grand Legacy, Mahabaleshwar
Google Adwords
Ad Preview
Enquiries Generated
ROI for Campaign
For The Grand Legacy Adwords Campaign
Total Enquiries Received : 270+ (Email)
Enquiries via Call : 6-8 Enquiries
Rooms Booked : 45+
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