Social Media ROI

The ROI of Social MediaSocial Media Club - Great Lakes Bay Region

Presentation

07/26/10

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MSL Digital: Social Media Before it Was Called Social Media

Boutique agency started in 1998, merged with MS&L in 2000, tapped for digital leadership

• Among the first in corporate blogging with GM FastLane

• Outreach since 2004, among the first if not the first to make placements with bloggers.

• Digital hub of MS&L network that allowed us to pitch on behalf of clients from all over; NYC, ATL, Chicago, San Fran, L.A., Toronto

• Multiloguer database grew out of our experience

• Rise of community management: GM, Reynolds, Weight Watchers, Delta Faucet, others

• Outreach + community management = complete program

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Why social media? Why PR?

Conversation is happening about your brand. Join?

Importance of search: consumers seek peer reviews of products and services as well as company web sites and traditional media reviews (restaurant – yelp, movies – rotten tomatoes)

Three outputs of social media: impressions, SEO, WOM; inbound marketing

Mobile web access makes social media available in your pocket; rise of location-based marketing

Rise of the semantic web

So why PR? The discipline of participation vs. the discipline of disruption.

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Communications Goals and Business Goals

Communications Goals

Raise awareness of brand Keep brand personality consistent Drive preference for brand Evangelize the advocates Participate in relevant media and events, respond Drive share of voice and sentiment

Business Goals

Sell stuff! Increase market share Improve customer relations Maximize sales channels R&D and new products Stay ahead of sales trends Reach new markets

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Case Study: Dell

Twitter feed raises awareness of sales with engaged audience

Millions of Twitter followers at multiple channels in varying regions, almost daily deals

$1 million in sales achieved from Twitter alone according to Dell

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Case Study: Blendtec

Hilarious video around simple premise: Will it blend? Increased views and blog pick up - viral Five-fold increase in sales

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Case Study: Philips Bodygroom

New product segment, “manscaping” Great web site extended into social media through blogs and video Complete advertising and PR package: online, social, radio 500% more sales than anticipated

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Case Study: Insignia MP3 Players

Private Label entry into crowded segment dominated by iPod

Placements at tech blogs Blogs directly sell out inventory

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Some Less Obvious Examples

Starbucks and its 7 million Facebook fans

Hallmark Blogger Event

Burger King Sacrifice Facebook Application Sun Microsystems Blog

IBM family of blogs

Zappos Twitter feed

Comcast Twitter feed

Ford Fiesta Movement

Communications’ success, business success, or both? How to qualify and quantify?

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Some Conclusions

Set the expectation with your client about which set of goals you’re meeting, communications or business

Work to identify your audience and prioritize the social media that’s most relevant to them (plumbers vs. consumers, fly fishers and their message boards)

Scale your efforts; some desired social media results can be achieved for less

Expect greater measurement, analysis and accountability from social media industry

Further erosion between PR, advertising and marketing

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Contact

Charlie KondekDirector of Social Media [email protected]: 734-214-1550 x 101Mobile: 734-576-6754Twitter.com/charliekkendoFacebook.com/charliekkendoBlogWorks.orgMslmultiloguer.com/explained