Slide 1: What is the ROI on social media marketing?
Mark Rogers CEO Market Sentinel April 2009
Slide 2: Introduction
• Market Sentinel founded 2004 • Specialist reputation management and word of mouth monitoring • Enables organisations to:
– Identify the topics and themes in online chatter that affect sales or reputation – Identify sites and commentators which have influence over your brand – Focus social media strategies to connect with your stakeholders – Improve visibility in organic search – Measure outcomes from a campaign to prove ROI on marketing and PR investment
Slide 3: Some Customers
Slide 4: What is “social search” and why does it matter?
Slide 5: Search is brand
• This is how searchers’ eyes move on the page • Organic search dominates the “golden triangle” • 75% of searchers are buyers (GVU/Georgia Inst)
Slide 7: Social search is not just del.icio.us … it’s Google!
• Search ranking is determined by “relevant”, contextual links, giving authority by link and linker • This makes conversational networks extremely important, giving influencer to those who are talking about a topic • A brand may be part of that conversation, but the conversation is not bounded by the brand
Slide 8: Top ten results “top broadband speed” Google UK
Slide 9: How does a brand identify and join relevant conversations?
Slide 10: Monitor sentiment: because advocacy works …
Slide 11: What does it look like?
Slide 12: Identify influencers: they can teach you about your brand
• Social network analysis • Construct a network around the topic • Crawling around a search phrase • Following all links, until context is lost • Perform citation indexing • High score = relevance = authority = influence about differing levels of "connectedness" or authority? • Method predicts offline influence US DoD study on Persia, Israeli study on Defence spending
Slide 13: What are the characteristics of influencers?
• Not what you would expect ... "bloggers" • Tend to be connected "sources" • Directories, databases, charities • Approaching them requires different methodologies - via existing networks, through existing promoters - neutrally, through tailored content - through opt-in offers -"cold“ • Profiling is vital
Slide 14: It always goes to the product
• What are the key strengths of your product? • How do they relate to the themes of the commentary you have identified? • What are the things that differentiate you and which drive positive word of mouth? • Pick one of the themes which goes to the heart of your product
Slide 15: Results: Stakeholder Map Hot HatchBack
Slide 16: Strategy: action first, then comms
Slide 17: How does this apply to a campaign?
• Has my NPI moved in response to my campaign - +ively? • Has my NPI moved in response to my actions (e.g. in customer service)? • Can I trace other responses? • What new topics are driving conversation, how can I respond? • Finally, what is the outcome of the campaign relative to a campaign with no WoM element? • P&G claim uplift of 10%. • Travel companies report 26%-42% uplift on clickthroughs in paid search
Slide 18: Evidence of ROI: Avis
Slide 19: Case study H&R Block: online tax returns
Flood the network
Slide 20: How it was done
• “Communicate through content” • Content customised for channels • Demographics less important than psychographics “I just want my tax refund now” • 5% of digital spend • 0.5% of total ad spend • Own community website digits.hrblock.com, SecondLife, YouTube (+ video syndication), Twitter, MySpace, Facebook, widgets
Slide 21: How it was done
• TaxTools, product information, edutainment • Assets created and reused • Late changes to tax system – interest in tax news drove traffic to blog • H & R Block grow awareness 52% • 11% growth in tax services business, feeding net income rose to $544m from an $86m loss the previous year
Slide 22: Case study – Cadbury: Wispa
• Cadbury were considering a microsite reviewing the option of bringing back the bar and canvassing opinion • We established that there was already a huge and growing demand for the return of the Wispa
Just listen and act
Slide 23: Cadbury: Wispa
• Cadbury shunned a “marketing” approach, but brought the bar back • Then explained why … • 23 million bars sold in the initial launch and now >80 million – outselling all other chocolate bars 2:1 • Reintroduction now permanent. Marathon and Opal Fruits have launched copy cat campaign
Slide 24: Start a conversation Case study: Cadbury Dairy Milk
• Can you give your customers a reason to talk about you?
Slide 25: But beware …
• What is being talked about? The ad or the product?
Slide 26: Recap: what are you looking for from social media marketing
• “Buzz” or share of voice = social currency • Growth in participation, engagement • Advocacy: “Net Promoters” • Growth in Net Promoters around key issues that go to the heart of your brand • Decline in negative word of mouth on key topics that create “noise” (customer service, CSR) • Growth in influence on key topics that define your difference • Decline in customer service expenses • Growth in sales!
Slide 27: Contact
• simon.rogers AT marketsentinel.com • +44 20 7793 1575 (t); +44 7977 001372 (m)
