The Game of ROI in Social Media

© Copyright 2012 Jamie J. Pappas & Pappas Advisors. All rights reserved.

webcom Montréal

November 2011

Jamie Pappas, Principal Pappas Advisors

[email protected]

#webcomMT @JamiePappas


Let’s Connect! @JamiePappas Pappas Advisors pappasadvisors.com [email protected]

www.jamiepappas.com

These slides will be available on SlideShare at http://www.slideshare.net/jamiepappas



Me: @JamiePappas WebCom Montreal: @webcomMT #webcomMT

Image courtesy of: http://www.inflectovita.com


© Copyright 2012 Jamie J. Pappas & Pappas Advisors. All rights reserved. Image courtesy of: amp agency www.ampagency.com



More than 30 billion pieces of

information are shared on Facebook

per month

51% of consumers are more likely to buy a brand after becoming a fan and 56% are more likely to

recommend the brand

50% of consumers are more likely to buy a brand after following them and 60% are more likely to recommend the brand

Source: 2011 Chadwick Martin Bailey Consumer Pulse

50% of Twitter users go online more than

once an hour

Image courtesy of: amp agency www.ampagency.com



Source: Forrester Blog: “The Data Digest: Who Uses Location-Based Services?”

Social bookmarking sites are responsible for over 31% of the hits to global

websites and are an essential piece to any

SEO strategy

LBS Users are Influencers: They are 38% more likely than the average

U.S. online adult to say friends and family ask their opinions before making a purchase, and their

average household income is about $20,000 higher than non-users




Source: Quantcast and BlogPulse Image courtesy of: amp agency www.ampagency.com

There are more than 176 million

blogs on the Internet, and over 99,000 new blogs are created every

24 hours

216 million+ people visit one or more WordPress blogs

every month, viewing over 1.5 billion

pages of content



Social Media isn’t defined by

the channels, but rather by the

consumer behaviors it

enables:

To Share “I can’t wait to show Timmy that hilarious

YouTube video”

To Gain Status “I just unlocked the mayor badge at Waldo’s Bagels.”

To Communicate “So happy you found me

on Facebook. Can’t believe it’s been ten years

since we graduated!”




Social media is not a stand alone tactic, and is not a singular point in time. It should be used as the connective tissue that links all of your outward communication efforts. An integrated social strategy serves to connect people with people and people with content at the right time.




So, what are your goals? •  Understanding and participating

in the conversation? •  Listening to and learning from

customers and competitors? •  Product research and

development? •  Increasing brand and offering

awareness? •  Enabling and recognizing brand

advocates and evangelists? •  Something else?

Image courtesy of: http://1.bp.blogspot.com



Images courtesy of: https://lh6.googleusercontent.com, http://orrinwoodward.blogharbor.com, http://www.corporate-eye.com, http://www.thunderwolph.com, http://seoyourblog.com

Audience • Who are we trying to reach?

• Where are they located?

Listening to the Audience • What is our audience talking about?

• What is our audience saying about us?

Conversation • How will we have a conversation?

• What value are we providing?

• Does anyone care?

Tools • What tools meet our goals?

• What is our strategy for each social media tool we plan to use?

Team • Are we committed long-term to this plan?

• What are our teams’ explicit roles?



•  Marketing campaigns, news, conferences, product launches

•  WOM and sentiment •  Customer service & support •  Sales leads •  Product development & co-

innovation •  Product research & usability •  Recruitment & employment brand •  Expertise and influencer chatter

Image courtesy of: http://surveyanalytics.files.wordpress.com



•  Audience: How many people are we talking to?

•  Views: How many eyeballs on content? •  Engagement: How many interactions

with content? Do people like our content?

•  Sentiment: Do people like our brand, products, services, etc?

•  Referring Traffic: Are we bringing folks home?

•  Share of Voice: How are we stacking up?

Image courtesy of: http://www.connectioncafe.com



ABC 17%

Facebook 30%

Flickr 0%

LinkedIn 35%

TwiKer 12%

YouTube 6%

65,000,000 80,000,000

Q4 Q3

-‐ 100,000 200,000 300,000 400,000 500,000

Social Engagement

Social Views

Social Audience

Referring Traffic Total Referrers: 12,345

Conversational Locations Share of Voice Total Mentions: 15,239

10.6%

10.0%

25.1%

Oct ‘11

100,000,000

Sept ‘11



Clearly defined goals and KPIs

Strategy in support of your goals

Engagement & conversation

Monitoring real time

Measuring over time

You need to monitor or “listen” real-time to understand performance and adjust…

Images courtesy of: http://www.sopalatina.net

Business

The Game of ROI in Social Media