Social media ROI: 3 things to watch out for

ComMetrics

2008_06_16

CyTRAP Labs

Roentgenstrasse 49 Street

CH-8005 Zuerich Zip Code

Switzerland Country

+41(0)44 272 1876 Voice

+41(0)76 200 7778 Cell

www.ComMetrics.com URL

Presentation for 2011-11-02 - Wednesday

Social Media Marketing

Where is the ROI?

CyTRAP Labs

_The plan

1. What is this – social media? Why will my Apps not save me?

2. Cases/examples: Xing, LinkedIn, Aviva, Children Charity, NZZ,

3. Benchmark: Chicago Booth gets practical

with My.ComMetrics.com

4. Wrap-up

2011_11_02

_Intro >Social Media & iApp >Cases >Benchmark >Wrap-up

CyTRAP Labs

_1 Before we start - what is social media?

In short, digital media is the different platforms on which people communicate

electronically (e.g., Facebook, Twitter, Skype….)

Social Media encompasses any tool or service that uses telecommunication

technology, including digital media, to facilitate production and exchange

of data, information and action including conversation.

Gattiker, Urs. E. (in press). Social media marketing: How to measure your

efforts for impact. http://ad.vu/f8ff

See also http://info.cytrap.eu/?p=176

2011_11_02

>Intro _Social Media & iApp >Cases >Benchmark >Wrap-up

CyTRAP Labs

_1 The short history Mobile stats from ITU http://www.flickr.com/photos/cytrap/6284961605

Short history

1990 CompuServe (later taken over by AOL) makes gateway to the academic internet

1994 Los Angeles Times New Year’s Prediction – Yuppies get e-mail address in 1995

1996 ICQ – messenger – became popular around 2000, Intel had ALREADY VoIP

2000 at Aalborg – news board – Ascii newsletter (weekly)

2001-2002 LinkedIn

2002 Skype – Google Talk is safer & better

2003-4 WordPress weblogs – started to take off

2006 Facebook

2008 Twitter, Identi.ca, Naijapulse

2011 Google Plus while 2010 Google Buzz flopped so did Aarkvard

http://www.flickr.com/photos/measure-for-impact/6237231742 (Google flop more infos)

2011_11_02

>Intro _Social Media & iApp >Cases >Benchmark >Wrap-up

CyTRAP Labs

_1 What is social media for my organization?

Social Media empowers consumers of content to become producers of

content relatively quickly and easily, without having to be geeks.

In part, social media can shift communication from a broadcast model of few-

to-many to a model of many-to-many, as well as many-to-few (i.e. everybody

wants to share but few might want to hear).

Why was I not consulted

Gattiker, Urs. E. (in press). Social media marketing: How to measure your

efforts for impact. http://ad.vu/f8ff

See also http://info.cytrap.eu/?p=176

2011_11_02

>Intro _Social Media & iApp >Cases >Benchmark >Wrap-up

CyTRAP Labs

Graphic and more infos here: http://www.flickr.com/photos/measure-for-impact/6197030403

*Approximately 294 billion msgs are sent each day. This total excludes 106 billion messages that can be classified as spam. Daily updates on Facebook & Twitter = 0.2% of all e-mails

2011_11_02

_1 The Queen IS and REMAINS to be ... survey says:

>Intro _Social Media &

CyTRAP Labs

_1 40,000 downloads of your iPad App

Does this help your revenue stream?

- August 20, 2011 - Die "Süddeutsche Zeitung" meldet mehr als 40.000 Downloads für die App seines "SZ-Magazins". In ganzesitigen Eigenanzeigen bedankt sich der Verlag aus München bei seinen Lesern für den Zuspruch. die zufriedene Kundin spricht

Because data for free Apps is such that less than 3% are used 30 days after

download

3% of 40,000 = 1200 x 72 cents = Euro 864.00 more revenue – 30% for Apple = Euro

600.00 per weekend more revenue

We all wanted to write the SBB App – that one is successful!

More infos: http://www.flickr.com/photos/measure-for-impact/6082190676/

2011_11_02

>Intro _Social Media & iApp >Cases >Benchmark >Wrap-up

CyTRAP Labs

_The plan

1. What is this – social media? Why will my Apps not save me?

2. Cases/examples: Xing, LinkedIn, Aviva, Children Charity, NZZ,

3. Benchmark: Chicago Booth gets practical

with My.ComMetrics.com

4. Wrap-up

2011_11_02

>Intro >Social Media & iApp _Cases >Benchmark >Wrap-up

CyTRAP Labs

_2 Is anybody listening?

We proposed a while back on the ComMetrics blog the 900-98-1.5-0.5 rule,

which states that 900 out of every 1000 people never see information in their

inbox (e.g., Facebook update from their friends showing up on their wall) or

RSS reader, ninety-eight people read it, one-and-a-half people share and

only half a person creates original content (e.g., blog post or comment

Gattiker, Urs. E. (in press). Social media marketing: How to measure your

efforts for impact. See also http://info.cytrap.eu/?p=176

2011_11_02

>Intro >Social Media & iApp _Cases >Benchmark >Wrap-up

CyTRAP Labs

Study reports: We share more content, From more sources, With more people, More often

and More quickly From broadcasters to sharecasters: Receiving, Combining, Redistributing Mashing up Creating and recreating Study found that people share content to promote themselves. An easy way

to do this is to keep track of trending topics or news breaking news, and put your own spin on it (called mashing up, recreating!)

More infos: http://www.flickr.com/photos/measure-for-impact/6108685264

2011_11_02

_2 The psychology of sharing – why do people share?

>Intro >Social Media & iApp _Cases >Benchmark >Wrap-up

ComMetrics

1. Introduces herself – no-

body says hi, why?

2. Broadcasts event. No

question asked in

his post that members

could respond to.

Therefore, how can we

discuss or contribute to

this entry?

3. Similar to point 2. Wolf-

gang broadcasts his

event

Graphic and more infos: http://www.flickr.com/photos/measure-for-impact/6194092499

_2 Xing, LinkedIn – Why should I join, contribute?

2011_11_02

>Intro >Social Media & iApp _Cases >Benchmark >Wrap-up

CyTRAP Labs

AVIVA (insurer) asks people to upload picture to Facebook page Aviva will donate £2 per picture to Save the Children – winner picture(s) projected live on to London‘s National Theatre This add costs how much ? What you guess More than the charity gets from this marketing Exercise Is this just, ethical and does this help our Reputation? Graphic and infos:

http://www.flickr.com/photos/measure-for-impact/6194092499 2011_11_02

_2 promotion and business ethics

>Intro >Social Media & iApp >Cases >Benchmark >Wrap-up

CyTRAP Labs

If we have gained a 1,000 fans we have spent about Sfr 50,000 to Sfr 100,000 for this Facebook campaign! Moreover, how will we keep these students engaged or returning to the NZZ campus page once the sweepstake has run its course? Remember, about 90% of Facebook fans on brand pages never come back after they liked the page Graphic and more infos here: http://www.flickr.com/photos/measure-for-impact/6197030403

2011_11_02

_2 NZZ campaign – Facebook promotion

>Intro >Social Media & iApp >Cases >Benchmark >Wrap-up

CyTRAP Labs

_The plan

1. What is this – social media? Why will my Apps not save me?

2. Cases/examples: Xing, LinkedIn, Aviva, Children Charity, NZZ,

3. Benchmark: Chicago Booth gets practical

with My.ComMetrics.com

4. Wrap-up

2011_11_02

>Intro >Social Media & iApp >Cases _Benchmark >Wrap-up

CyTRAP Labs

What are the right benchmarks ? How many Nobel Prizes a business school‘s faculty

has?

On how many social media platforms the school is

active?

The level of engagement the business schools

shows using social media?

How your school compares to Harvard

(i.e. publishing, raising money?)?

Graphic & more infos here:

http://www.flickr.com/photos/measure-for-impact/6225342931/

2011_11_02

_3 The pitfalls of using the wrong

benchmarks

>Intro >Social Media & iApp >Cases _Benchmark >Wrap-up

CyTRAP Labs

What are the right benchmarks ? How many Nobel Prizes a business school‘s faculty

has?

On how many social media platforms the school is

active?

The level of engagement the business schools

shows using social media?

How your school compares to Harvard

(i.e. publishing, raising money?)?

Target – what you need to achieve? Operationalize – how can I measure progress? Graphic & more infos here: http://My.ComMetrics.com/blog_info.php?id=23

Define KISS and SMART metrics http://howto.commetrics.com/smart-benchmarking/

2011_11_02

_3 The pitfalls of using the wrong

benchmarks – KISS and SMART metrics

>Intro >Social Media & iApp >Cases _Benchmark >Wrap-up

CyTRAP Labs

_4 Wrap-up – where is your ROI?

2011_11_02

1. What is this – social media? Why will my Apps not save me?

2. Cases/examples: Xing, LinkedIn, Aviva, Children Charity, NZZ,

3. Benchmark: Chicago Booth gets practical

with My.ComMetrics.com

4. Wrap-up - first address - what is the purpose (i.e. what helps my

client) for doing this, thereafter the strategy, then do not forget to

measure your performance...

>Intro >Social Media & iApp >Cases >Benchmark _Wrap-up

CyTRAP Labs

_4 Strategie – zusammen zum Erfolg

2011_11_02

Podcast, Video and Slides from presentation available: http://ad.vu/6exm

Have questions – please call us

+41(0)44 272 1876 Voice +41(0)76 200 7778 Cell

>Intro >Social Media & iApp >Cases >Benchmark _Wrap-up

CyTRAP Labs

_Thanks for listening

Social Media Performance - benchmark your blog – improve performance: http://my.ComMetrics.com

Follow us on Twitter: @CyTRAP (German) or @ComMetrics (English)

Our group on Xing: https://www.xing.com/net/smmetrics/

Books: http://ad.vu/f8ff

Flickr - infographics: http://ad.vu/zqek

2011_11_02

Roentgenstrasse 49 Street

CH-8005 Zuerich Zip Code

Switzerland Country

+41(0)44 272 1876 Voice

+41(0)76 200 7778 Cell

www.info.cytrap.eu/about-us URL

>Intro >Social Media & iApp >Cases >Benchmark _Wrap-up