Social media roi
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18-Sep-2014 -
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Transcript of Social media roi
Social Media R.O.ISandra, Sarvin and Nizar
We all know what they are and how they work…
How can Social Media help business?
But…
Social Media for Organisations
Public RelationsOnline presence, management of online reputation and WOM
ResultsCapture new members, increase frequency of donations, exposure to events and activities and lower cost in terms of advertising and promotion
Social Media for Organisations
Member LoyaltyInteraction, deepen customer relationship
Members SupportFeedback and response, cost reduction
Human ResourcesEffective recruiting (Ernst and Young)
Example of Recruitment
First… Have a Clear Objective
What is it that you want to achieve out of your Social Media tool?
Increase in donation funds?
Brand Awareness?
Building your NPO’s Brand?
Engage with volunteers, employees and donors?
Will it save me money? How about increase in volunteers?
Will it generate
donations? How about
positive WOM?
Return on Investment Equation
(Gain from Investment – Cost of Investment)
Cost of InvestmentROI =
Investment in terms of time, money, human resources (wages)
Investment - Return Relationship
InvestmentAction Reaction
Non-Financial Impact
Financial Impact
$$$ $$$
ROI lives here
To Generate Positive R.O.I…
Your Social Media campaign must:
Increase FREQUENCY of donations
Increase REACH of donors and volunteers
Increase YIELD of amount spent
Impact of Social Media
Non-Financial Impact VS Financial ImpactWebsite visitors
Impressions
#Fans/Friends/Followers/views
Comments
Increase in donations
Cost Savings
Increased number of volunteers
Measuring ROI1. Establish a baseline (Before and After Social Media)
2. Create an activity timeline
3. Monitor impact on conversation and the quality of it
4. Measure and take note of where your audiences are coming from (Facebook, Flickr, Youtube, Blog…)Measure number of transactions and net new members
5. Observe Revenue (Donation, Grant, Sales)
6. Overlay abovementioned data together and look for a pattern
Some Examples of Social Media ROI
Cost per interaction in customer support averages $12 via the contact center versus $0.25 via self-service options. (Forrester, 2006) Cost Savings
Jupiter Research (now Forrester) reported in 2006 that customers report good experiences in forums more than twice as often as they do via calls or mail. Observing where customers are talking
Ebay found in 2006 that participants in online communities spend 54% more than non-community users. Increase in revenue
Old Spice
Old Spice: ROI
11 million views
183 video reactions
increased sales by 107%
Twitter saw 22,000 comments in 3 days.
Thank You