Socia Investment Grow Dramaticall, But ROI Proof Remains Elusive
Transcript of Socia Investment Grow Dramaticall, But ROI Proof Remains Elusive
Social Investments Grow Dramatically, But ROI PROOF REMAINS ELUSIVE
Social Marketing HIGHEST
Growth Area
AMA/Duke 2011
+ 5 years
9.9%of currentmarketing budget
17.7%of 2016marketing budget
Marketing Investments areSIGNIFICANTAverage marketing spend/revenue per company:
% revenue
AMA/Duke 2011
8.5%
7.6%
10.0%
7.6%
B2B ProductB2B ServicesB2C ProductB2C Service
said social media wasIMPORTANT
to achieving theirBIGGEST
marketing goal this yearMashable
87%
Top 3 Social MarketingPRIORITIES
MarketingSherpa 2011
Convert Social Media Members into paying customers
Measurable increase in lead generation
Measurable increase in ROI
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2
3
Lack of Competitive & Economic Justification �reatensFUTURE SOCIAL INVESTMENTS
75% of B2B Social Marketerscurrently don’t measure the ROI of social initiatives
MarketingProfs
48% indicate Creating ROI Measures is highest social strategic priority
Altimeter Group
61% say their organizations are poor or very poor at measuring ROI from social media
E-consultancy survey of 400 companies, Jan 2010
• Benchmark social media marketing performance vs. competitors
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Financial ValueFinancial Value
Company XYZCompetitor 1 Competitor 3
Competitor 2 Peer AveragePeer Leaders
LEGEND
$100,000
$ 80,000
$ 60,000
$ 40,000
$ 20,000
$ 01 5432
RiskRisk
Company XYZCompetitor 1 Competitor 3
Competitor 2 Peer AveragePeer Leaders
LEGEND
45%
40%
35%
30%
25%
20%1 5432
Level of EngagementLevel of Engagement
Company XYZCompetitor 1 Competitor 3
Competitor 2 Peer AveragePeer Leaders
LEGEND
45%
40%
35%
30%
25%
20%1 5432
LEGEND
45%
40%
35%
30%
25%
20%1 5432
Brand PassionBrand Passion
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Akonna is an emerging SaaS provider for measuring, proving and improving the ROI of marketing campaigns and social media efforts. http://www.akonna.com
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