Social Media &
Digital Marketing
Return on Investment
April 2011
Agenda
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Defining ROI
Digital Marketing Plan
Examples
Digital Dashboard
Integrating Offline Marketing
Top 10 Tips
Defining ROI
• Return
– Financial
– Value
• Value to the customer
• Value to the organisation
• Investment
– Time
– Budget
– Resource
Digital Marketing Plan
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Situation - where are we now?
Objectives - where do we want to be?
Strategy - how do we get there?
Tactics - how exactly do we get there?
Action - what is our plan?
Control - did we get there?
Example 1 - Ford
Ford currently has more than half a million followers across Twitter and
Facebook. A campaign-based example of recent social media success
is the promotion for the 2011 Ford Explorer, which netted a number-one
trending topic on Twitter, a number-two Google trend, and vehicle
orders that were more than double what had been projected.
“We’re committed to the ‘always on’ mode, which means that we need
to abandon the traditional ‘launch and leave’ approach that we
previously used,” says Scott Monty, the head of social media at the
motor company, who can be credited for much of Ford’s social activity.
“By taking the time to build a relationship with our fans by sharing not only
our story but other people’s stories, we therefore gain awareness, trust
and loyalty so that when they do make a purchase decision, we’re top
of mind.”
Source: mashable.com
Example 2 - Dell
Dell has received more than 170,000 customer ratings and reviews on
Dell.com across 62 countries, while its main Facebook Page has more
than 360,000 fans.
The most headline-grabbing example of Dell’s social media program
netting real-world results is its @DellOutlet Twitter account. Currently
enjoying more than 1.5 million followers, Dell revealed late last year
that it had generated $6.5 million in revenue, a figure that we can only
assume has grown since.
“The online conversations offer great opportunities for us to listen,
learn and engage — we use what we learn to innovate and
integrate technology that provides solutions our customers want,”
says Kerry Bridge, head of digital media communications, EMEA and
global public sector at Dell.
Source: mashable.com
Example 3 - Intel
“We consistently monitor and listen to the conversations on the web, trying
to address as much of the questions and issues as we can,” says
Ekaterina Walter, social media strategist at Intel.
“It is important for us to have presence on social networking sites
where our customers can engage in a dialogue with us and get a
1:1 attention.”
Walter tells us Intel has been especially successful in engaging on
Facebook in the past year. “We have achieved about 10% to 15%
monthly organic fan growth on average, which is considered the
highest organic growth you can get. We are now up to over 240K fans
(over 90% of which were acquired organically).”
Source: mashable.com
Digital Dashboard
• Measuring
– Measure outcomes rather than outputs
• Intepreting
– Turn information into intelligence
• Reporting
– Report intelligence in real business terms
Integrating Offline Marketing
• Replacing
– For cost effectiveness, timeliness,
measurability
• Blending
– Because different customers engage with
you using different media
• Complimenting
– Pure customer journey integration
Top Ten Tips
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Define what ROI really means for your organisation
Create a simple one-side SOSTAC plan
Build a digital dashboard deciding what you’ll measure and
agree what’s reported
Turn information into intelligence
Replace, blend or compliment your offline marketing
Seek appropriate resources for your plan
Run digital marketing and social media using your plan as a
content filter
Report outcomes in appropriate language
Continually reduce investment and increase return
Learn and fine tune on an ongoing basis
Get Qualified
• CAM Digital Marketing Diploma
– Distance Learning option
– Saturday Seminar option
• DigitalMarketingProgramme.com
• MarketingCollege.com, enquiries page