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Social Marketing The Roi

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The document summarizes a presentation on social marketing and measuring returns on investment from social programs. It discusses how branded online communities can be used for customer acquisition, purchase consideration, loyalty and advocacy. It presents results from a 2008 ROI benchmark study that found social marketing programs yielded a 60:1 ROI, a 10% increase from 2006. Finally, it encourages marketers to shift from short-term social media campaigns to long-term social marketing programs that provide value to customers.

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Social Marketing: This ROI is Too Good to be True!March 25th, 2009
Today’s TopicsBranded Online Community MeasurementKathy Warren, VP Account Planning, PoweredResults of the 2008 ROI Benchmark Study for Social Marketing ProgramsBill Harvey, President, TRA GlobalSocial Media: Why it Makes Sense and How I Prove it to MyselfBrian Halligan, Co-Founder and CEO, HubSpot
Branded Online Community MeasurementKathy Warren, VP Account Planning, Powered
Social Marketing
Segment-focused communitiesSocial movement creating opportunity across the Enterprise including high-potential for marketingPlanned as part of go-to-market strategyDesigned to drive:Acquisition
Purchase consideration
Loyalty
Advocacy
InsightLong-term persistent strategy
Three keys to branded online community success (and ability to measure)Start with the audience segment & desired outcomes in mind, not ‘the message’ – it’s all about themGive before you get - engage based on mutual INTERESTS firstCategory secondBrand/products (not just the latter)Listen and show that you heardX
Segment value drives critical mass & substantiates expansionHighPro ContentUGCResearchContributionLowtimecommunitybrand
Evolution from tactical to strategic planningBusiness Outcomes & Actionable InsightReporting
Social Marketing Transactional & Strategic ROIBrand.comE-mail marketingPaid MediaViral/WOMTotal Visits50% Engage(in content & conversations)Online Transactions*Source: Averages across Powered communities CY2008
Cumulative ROI of Social MarketingBranded communities are persistent and drive ongoing return.Based on typical results from Powered programs – results will vary by brand , benchmarks are established during 6-mo pilot. *Online transactions are dependent on client tracking via web analytics. All other measures are tracked by Powered.
Managing to actionable KPIs – through behavioral & primary research data
Results of the 2008 ROI Benchmark Study for Social Marketing ProgramsBill Harvey, President TRA Global
About This StudyPurpose of This StudyEquip the marketing community with the best information from which to create the most effective marketing programs in the immediate future.Study MethodologySelf-reported consumer data collected via surveysSurveys were collected approximately 6-8 weeks into experienceMidpoint values were used in analyzing responses regarding amount spent on purchases of relevant productsSample Size = 112,183 completed surveys
2008 ROI ResultsFor 2008, Powered social marketing programs yielded a 60:1 ROI, a 10% increase from 2006.The results would indicate that the longer the program is sustained, the higher the ROI achieved.
2008 ROI Comparison by Marketing ProgramThe Powered approach for social marketing programs has consistently outperformed the DMA and MMA ROI estimates for all of direct marketing and non-CPG mass media advertising for the past 3 years NCM has conducted this study. Direct Marketing Association (DMA) 2005 Economic Impact Study, Peter A. Johnson, PH.D., pjohnson@the-dma.org.MMA: “Finding The Other Half” by Erwin Ephron and Gerry Pollak, Ephron On Media website archive.
2008 Supplementary Findings
Implications for MarketersGive in order to getUtilize a “soft sell” approach to marketing communications – inform, educate and help consumersProvide the social marketing and Web experiences your customers valueShift thinking away from short-term social media campaigns to long-term social marketing programs
Social Media: Why It Makes Sense & How I Prove It To MyselfTwitter.com/bhalligan
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More Related Content

Social Marketing The Roi

  • 1. Social Marketing: This ROI is Too Good to be True!March 25th, 2009
  • 2. Today’s TopicsBranded Online Community MeasurementKathy Warren, VP Account Planning, PoweredResults of the 2008 ROI Benchmark Study for Social Marketing ProgramsBill Harvey, President, TRA GlobalSocial Media: Why it Makes Sense and How I Prove it to MyselfBrian Halligan, Co-Founder and CEO, HubSpot
  • 3. Branded Online Community MeasurementKathy Warren, VP Account Planning, Powered
  • 5. Segment-focused communitiesSocial movement creating opportunity across the Enterprise including high-potential for marketingPlanned as part of go-to-market strategyDesigned to drive:Acquisition
  • 10. Three keys to branded online community success (and ability to measure)Start with the audience segment & desired outcomes in mind, not ‘the message’ – it’s all about themGive before you get - engage based on mutual INTERESTS firstCategory secondBrand/products (not just the latter)Listen and show that you heardX
  • 11. Segment value drives critical mass & substantiates expansionHighPro ContentUGCResearchContributionLowtimecommunitybrand
  • 12. Evolution from tactical to strategic planningBusiness Outcomes & Actionable InsightReporting
  • 13. Social Marketing Transactional & Strategic ROIBrand.comE-mail marketingPaid MediaViral/WOMTotal Visits50% Engage(in content & conversations)Online Transactions*Source: Averages across Powered communities CY2008
  • 14. Cumulative ROI of Social MarketingBranded communities are persistent and drive ongoing return.Based on typical results from Powered programs – results will vary by brand , benchmarks are established during 6-mo pilot. *Online transactions are dependent on client tracking via web analytics. All other measures are tracked by Powered.
  • 15. Managing to actionable KPIs – through behavioral & primary research data
  • 16. Results of the 2008 ROI Benchmark Study for Social Marketing ProgramsBill Harvey, President TRA Global
  • 17. About This StudyPurpose of This StudyEquip the marketing community with the best information from which to create the most effective marketing programs in the immediate future.Study MethodologySelf-reported consumer data collected via surveysSurveys were collected approximately 6-8 weeks into experienceMidpoint values were used in analyzing responses regarding amount spent on purchases of relevant productsSample Size = 112,183 completed surveys
  • 18. 2008 ROI ResultsFor 2008, Powered social marketing programs yielded a 60:1 ROI, a 10% increase from 2006.The results would indicate that the longer the program is sustained, the higher the ROI achieved.
  • 19. 2008 ROI Comparison by Marketing ProgramThe Powered approach for social marketing programs has consistently outperformed the DMA and MMA ROI estimates for all of direct marketing and non-CPG mass media advertising for the past 3 years NCM has conducted this study. Direct Marketing Association (DMA) 2005 Economic Impact Study, Peter A. Johnson, PH.D., pjohnson@the-dma.org.MMA: “Finding The Other Half” by Erwin Ephron and Gerry Pollak, Ephron On Media website archive.
  • 21. Implications for MarketersGive in order to getUtilize a “soft sell” approach to marketing communications – inform, educate and help consumersProvide the social marketing and Web experiences your customers valueShift thinking away from short-term social media campaigns to long-term social marketing programs
  • 22. Social Media: Why It Makes Sense & How I Prove It To MyselfTwitter.com/bhalligan
  • 26. Slide 21 of Social Media Visitor AnalysisVisitorsProspectsLeadsOppsCust
  • 27. Page 22Social Media “Reach”Page 22
  • 29. Questions?Kathy Warren, VP Account Planning, Poweredtwitter.com/kathywarren
  • 32. Blog: http://theengagedconsumer.powered.com/Bill Harvey, President, TRA Globalbill@traglobal.comwww.traglobal.comBrian Halligan, Co-Founder and CEO, HubSpottwitter.com/bhalligan

Editor's Notes

  1. Spread Ideas, Economy, Small Business
  2. Society blocks out email, cold calls, tv ads, & radio ads. The new watering hole is the social mediasphere (plus google, blogosphere)
  3. Traffic is growing and improving in quality (no adwords). Notice the growth in Social Media.