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mStoner Social Media ROI Winning political and financial support for Social Media on campus April 16, 2010 Rob Cima, Partner mStoner, Inc.
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Page 1: Social Media ROI

mStoner

Social Media ROIWinning political and financial support for Social Media on campus

April 16, 2010Rob Cima, PartnermStoner, Inc.

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ROI: It’s not just for accountants anymore

• Better direct activities

• More effective marketing and communication

• Justify budgets

• Improved accountability

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ROI Roadblocks

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Few good examples

• Avinash Kaushik, Google

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Can’t agree on what “Return” is

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Can’t agree on what “Return” is

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$RETURN =

$REVENUE - $INVESTMENT$INVESTMENT

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Intermediate vs. Final Outcomes

• Connections

• Retweets

• Fans

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• Event Attendance

• Donations to Annual Fund

• Employment by recent grads

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Foo Foo

• “Something pretty or cute with no utilitarian value”

• E.g. “Create community and increase engagement.”

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Metric Paralysis

• All metrics have problems

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Technology Hurdles

• Linking Social Media tools with existing back-end

• Multi-channel results. (e.g. engage on Linked in, and then phone call)

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Creating ROI “Experiments”

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Guiding Principles

• Quick Wins

• Connect the dots from activities to goal

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Quick Wins

• Small experiments at first

• Explicit is easier than implicit

• Focus on what’s working

• Build up over time

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ROI CYCLE

InvestReturn

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Goal:What success looks like,what we’re going toaccomplish.

ROI CYCLE

InvestReturn

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SMART Goal

• “Increase online donations from people who have graduated in the last 5 years by 20% by June 30, 2011”

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Goal:What success looks like,what we’re going to do.

ROI CYCLE

InvestReturn

Strategy:Main ways we’re going to achieve the goal.

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Goal:What success looks like,what we’re going to do.

ROI CYCLE

InvestReturn

Strategy:Main ways we’re going to achieve the goal.

Action:Activities we’re goingto do to execute thestrategy.

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Goal:What success looks like,what we’re going to do.

ROI CYCLE

InvestReturn

Strategy:Main ways we’re going to achieve the goal.

Action:Activities we’re goingto do to execute thestrategy.

Measure:Intermediate and finalmetrics

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Campaign Charter

• By (actions), we will (strategy) causing us to (goal).

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A Few Closing Tips

• Focus on trends not absolutes

• Benchmark immediately

• Use excel if necessary

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ROI

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Thanks!

[email protected]

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Panel Discussion

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