The ROI of Social Media
Jaap FavierJune 5, 2012
The Small Circle
33,000,000 views=
$3,300,000
The Small Circle
$0,11 per 30 sec.=
$37,000 net
3.5 billion times $1=
$3.5 billion brand equity
The Small Circle
$1 per 4 min.=
$37,000 net
+7% share
100M views74 sec
?100M views
61 sec+30% share
The Small Circle
http://www.youtube.com/watch?v=fz5IRdFIpvA&feature=fvst http://www.youtube.com/watch?v=XQcVllWpwGs
+7% share
100M views74 sec
Shared byFriends & Acquaintances
Shared byClose friends
?100M views
61 sec+30% share
The Small Circle
The Small Circle
Reach
Fun, informative Fun, informative, emotionalIntimacy
Upbeat Upbeat, or vulnerableInteraction7% for acquaintances,
18% for friends 42% for close friendsInfluence
Hours/monthHours/year TimeYears LifeDuration
Reach
64% by friends,7% by close friends
140k “likes”, 10k comments
382 years162 years
“Cute” “Self-esteem”
150k “likes”, 230k comments72% by friends,
14% by close friends
$44M $166MROI
Intimacy
Interaction
Influence
Time
The Small Circle
2 months 4 yearsDuration
Effici
ency
% time spent by close friends0% 2% 4% 6% 8% 10% 12% 14% 16%
0%
100%
200%
300%
400%
500%
$44Evian
Super Bowl ad
$166
Dove
$3 Marketing ROI ($M)$3
The Small Circle
0% 2% 4% 6% 8% 10% 12% 14% 16%0%
100%
200%
300%
400%
500%
Estée Lauder$12
$44
Fiat eco:Drive
Pepsi RefreshTOMS Shoes
Evian
Super Bowl ad
$166
$460
Dove
$2
Nike
$48
$15
$3 Marketing ROI ($M)$3
The Small Circle
% time spent by close friends
Effici
ency
Effici
ency
0% 2% 4% 6% 8% 10% 12% 14% 16%0%
100%
200%
300%
400%
500%
ROI+
€X
€XX
?
The Small Circle
Reach
Intimacy
Interaction
Influence
Time
Duration
% time spent by close friends
€X
The Small Circle
+ROI
+
Reach
Intimacy
Interaction
Influence
Time
Duration
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sThe Small Circle
ROI+
Reach
Intimacy
Interaction
Influence
Time
Duration
0% 2% 4% 6% 8% 10% 12% 14% 16%0%
100%
200%
300%
400%
500%
€XX
The Small Circle
ROI+
Reach
Intimacy
Interaction
Influence
Time
Duration
% time spent by close friends
Effici
ency
The Small Circle
ColdProduct
SendOne-off
WarmSocial Experience
ShareOngoing
€XX
ROI+
Reach
Intimacy
Interaction
Influence
Time
Duration
