Understanding the Value of ROI

UNDERSTANDING THE VALUE

OF SOCIAL ROI #SMWSYNTHESIO

SOCIAL DATA IS EVERYWHERE TWEETS PER DAY GLOBALLY, PLUS 4.5B FACEBOOK LIKES AND 55M NEW INSTAGRAM PHOTOS.

OF CONSUMERS ARE MORE LIKELY TO BUY A PRODUCT

FROM A COMPANY THAT THEY CAN CONTACT VIA

SOCIAL MEDIA.

OF CONSUMERS WHO ACTIVELY USE SOCIAL MEDIA TO INTERACT WITH BUSINESSES FEEL A STRONGER CONNECTION TO THOSE BUSINESSES.

OF CONSUMERS SAY THAT THEIR DECISION TO BUY A

PRODUCT WAS INFLUENCED BY SOMETHING THEY READ IN

A BLOG.

OF ALL INTERNET USERS ARE NOW ACTIVE ON SOCIAL MEDIA.

OF MARKETERS USE SOCIAL MEDIA FOR

BUSINESS.

500M 50%

56% 31%

72% 93%

@SYNTHESIO #SMWSYNTHESIO

TRADITIONAL BUSINESSES HAVE A

TRANSACTIONAL RELATIONSHIP

WITH CUSTOMERS

YOUR BUSINESS

PURCHASES & INTENT

YOUR CUSTOMERS

SERVICES & SUPPORT


THE CONSUMER MATTERS MORE THAN EVER BEFORE…

SOCIAL MEDIA =

LARGE, ORGANIC, UNBIASED

FOCUS GROUP


YOUR BUSINESS

THEY PUT CUSTOMERS AT THE

CENTER OF THEIR BUSINESS YOUR CUSTOMERS

SOCIAL COMPANIES ARE CHANGING THE GAME…

1


BREAK DOWN SILOS SHARE AND CONSUME SOCIAL DATA

v

YOUR BUSINESS

SALES

v MARKETING PR & COMMS

v PRODUCT R&D

OPERATIONS CUSTOMER SUPPORT

2


SCALE SOCIAL INTELLIGENCE MAKE SMARTER BUSINESS DECISIONS 3


MAP & OPTIMIZE THE CUSTOMER LIFECYCLE

CONSIDERATION

EVALUATION

SERVICE

CUSTOMER

CONVERSION

LOYALTY

REPEAT CUSTOMERS

1

BY FOLLOWING A FEW IMPORTANT STEPS…


AWARENESS

ADVOCACY NURTURING

LOYALTY

SUPPORT

DESIRE

LOYALTY UNDERSTAND & SEGMENT AUDIENCE BUYING STAGES 2


SEGMENT YOUR AUDIENCE TO UNCOVER DEEP INSIGHTS

AGGREGATE DATA FROM RELEVANT SAMPLE

ANALYZE TEXTUAL AND VISUAL DATA

BUILD TYPOLOGIES AND INSIGHTS

WHAT THEY SAY

WHAT THEY SEE

HOW THEY DESCRIBE

THEMSELVES

12%

1

2

3


PEACOCKS ARE ALL ABOUT GAMIFICATION OF SOCIAL AND SELF-PROMOTION.

DREAMERS ARE ARTISTIC, CREATIVE AND NON-CONFORMIST.

ACHIEVERS PROPAGATE THEIR BELIEFS, CHALLENGE THEMSELVES AND THEIR PEERS.

SMITTEN KITTENS DEFINE THEMSELVES BY THE CELEBRITIES THEY LOVE AND SOLICIT FOR ATTENTION.

18! Dance with your own rhythm

19 | Law Student | Mumbai

18 | Mumbai | photogenic | luv shopping | foodie | dancing | Fashion love | Follow me |

KPOP fan | Teresian | Blogger | 14

BUILD USER TYPOLOGIES BASED ON SOCIAL DATA INPUTS


PLAN OUT YOUR CONTENT WITH TIME-STAMPED DATA

0.000

0.005

0.010

0.015

0.020

7 8 10 12 14 16 18 20 22 23 9 11 19 13 15 21 17

CELEBRITY

SPORT

FACE

SCHOOL

FASHION FOOD FRIEND MOTIVATIONAL RELIGION

TOPIC

GOES TO SCHOOL

POSTS SELFIES

GETS FOOD AND HAS SOME

FASHION CONVERSATIONS

TALKS WITH FRIENDS

POSTS MOTIVATIONAL

QUOTES

THE WEALTH OF METADATA CAN BE HARNESSED TO GENERATE AUDIENCE INSIGHTS AND INFORM CONTENT PLANNING

PEACOCKS


CONSIDERATION

REPEAT CUSTOMERS EVALUATION

SERVICE

CUSTOMER

CONVERSION

LOYALTY

AWARENESS

ADVOCACY NURTURING

LOYALTY

SUPPORT

DESIRE

ALIGN AUDIENCE BUYING STAGES WITH THE CUSTOMER LIFECYCLE 3


DEVELOP

BUSINESS-FACING KPIS FOR EACH STAGE OF THE CUSTOMER LIFECYCLE

AWARENESS SATISFACTION ACQUISITION ACTIVATION

REACH GROWTH OF FANS CONVERSION THROUGH

BUYING CYCLE SOCIAL REPUTATION

EVALUATION PURCHASE INTENT

AMPLIFICATION

SEARCH SOURCE AMPLIFICATION LEAD IDENTIFICATION

4


MEASURE & TRACK

REAL BUSINESS PERFORMANCE

CUSTOMER AWARENESS REPORT CUSTOMER ACQUISITION & ACTIVATION REPORT

CUSTOMER SATISFACTION REPORT

DON’T JUST MEASURE YOUR CUSTOMERS

UNDERSTAND YOUR CUSTOMERS @SYNTHESIO #SMWSYNTHESIO

NISSAN’S SUCCESS WITH SOCIAL LISTENING:

§  40 COUNTRIES §  CENTRALIZED GLOBAL BUDGET §  ONE CHAMPION §  TOP-LEVEL REPORTS

WHY DOES IT WORK? §  TOP-DOWN APPROACH §  EMPHASIS ON ROI §  DEEP LOCAL INVOLVEMENT §  OUTSOURCED TEAMS

NISSAN A SUCCESSFUL, CENTRALIZED

RESEARCH ORGANIZATION

KEY RESULTS §  CONSISTENT IMPROVEMENTS IN SRS

§  DEEPER CAMPAIGN INSIGHTS §  HIGHER ROI IN KEY PRODUCT AREAS

MAJOR SUCCESS

LIMITED SUCCESS

EXPECTED SUCCESS

FAIL

BUDGET

SOCI

AL R

EPUT

ATIO

N S

CORE

BEST CAMPAIGN

LOW HIGH

LOW

H

IGH

BUZZ VOLUMES

BUILD A PREDICTIVE ANALYTICS PROGRAM TO OPTIMIZE CAMPAIGNS AND BOOST ROI

CHART THE PERFORMANCE OF EVERY CAMPAIGN


ANALYZE ALL YOUR CAMPAIGNS REGARDLESS OF SUCCESS OR FAILURE

FLOP BAD BUZZ NO SPREAD


ANALYZE HIGH-PERFORMING CAMPAIGNS TO ACHIEVE REPEAT SUCCESS

Volu

me

of B

uzz

Time

BEFORE

AFTER

1 – Campaign Starts

2 – Peak volumes are 4 to 10x higher than baseline and spread on all social and mainstream media

3 – Lasting Positive Buzz

4 – Higher brand-related conversation volumes


CASE STUDY

LAUNCH OF A NEW EYE-LINER

INCREASED SALES BY 25% VS. REGULAR AD CAMPAIGN

CAMPAIGN BASED ON SOCIAL ROI INSIGHTS

SALES

TIME

REGULAR CAMPAIGN


Ü  IDENTIFIED SOCIAL AMBASSADORS AND INFLUENTIAL SOURCES IN THE AUTO INDUSTRY

Ü  BROUGHT TOGETHER A COMMUNITY OF

BLOGGERS AND BRAND AMBASSADORS FOR INFLUENCER CAMPAIGNS ONLINE AND OFFLINE

Ü  CREATED A LISTENING DASHBOARD BEFORE A TV SHOW ABOUT DIESEL ENGINES AND THE AUTOMOTIVE INDUSTRY

Ü  FOLLOWED ON-TOPIC CONVERSATIONS ACROSS SOCIAL MEDIA AND ENGAGED WITH THE COMMUNITY IN REAL TIME

“WITH SOCIAL MEDIA ANALYSIS TOOLS LIKE SYNTHESIO, WE ARE ABLE TO EFFECTIVELY GAUGE THE IMPACT OF EACH DIGITAL CAMPAIGN AND TRACK OUR ONLINE REPUTATION.” -ISABELLE CAHU-BARNABÉ, BRAND DIGITAL MANAGER, PEUGEOT

CASE STUDY


KEY TAKEAWAYS

§  Social data can fuel cross-functional insights

§  Tie social metrics to business KPIs

§  Target unique audiences at each stage of the lifecycle

UNDERSTANDING THE VALUE OF SOCIAL ROI

THANK YOU!!


Social Media

Understanding the Value of ROI