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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Panel Discussion
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