1 / 13

The ROI on Social Media: Why it Pays to Drive Word of Mouth

The ROI on Social Media: Why it Pays to Drive Word of Mouth. Presentation of Findings Aberdeen Group Research April 2009. Rob Burton. 10 Years Strategic Planning and Analytic Systems Master of Science in eCommerce betterlivingthroughanalytics.wordpress.com LinkedIn.com. Show of Hands.

jewell
Download Presentation

The ROI on Social Media: Why it Pays to Drive Word of Mouth

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The ROI on Social Media:Why it Pays to Drive Word of Mouth Presentation of Findings Aberdeen Group Research April 2009 Presented by Rob Burton rob.burton@burtonltd.us

  2. Rob Burton • 10 Years Strategic Planning and Analytic Systems • Master of Science in eCommerce • betterlivingthroughanalytics.wordpress.com • LinkedIn.com

  3. Show of Hands • Search Agencies/Direct Employ/Other? • SEO/SEM/Social Media?

  4. Aberdeen Group • AberdeenGroup is the leading provider of fact-based research focused on the global technology-driven value chain. • Founded in 1988, Aberdeen has established the market leading position as the “voice that matters” when it comes to understanding the measurable results being delivered by technology in business.

  5. Objectives of the Presentation • Identify the Differences between Best-In-Class (BiC), Average, and Laggard Companies’ Social Media Performance • Pressures on BiC Companies • Actions Taken by BiC Companies • Steps for Success for All Companies

  6. The Study • The report investigates how companies build market awareness, improve Return on Marketing Investment (ROMI),increase customer acquisition and benefit in multiple other ways by harnessing the power of word of mouth. • In February 2009, Aberdeen examined the use, the experiences, and the intentions of more than 275 enterprises using social media in a diverse set of industries.

  7. Benchmarking the Best-In-ClassThe Maturity Class Framework Structure • Return on Marketing Investment (ROMI) • Likelihood to Recommend • Customer Acquisition

  8. Best-in-Class Status

  9. Top Pressures of the Best-in-Class Companies To Use Social Media • Improve brand advocacy/”likelihood to recommend” 18% • Increase customer retention 18% • Increase return on marketing investment 26% • Increase customer acquisition 29% • Increase market awareness 34%

  10. Actions of Best-in-Class Companies • Link results of social media activities to increased revenues and other financial outcomes 18% • Establish a method for engaging consumers in online conversation 39% • Establish a method for defining social media benchmarks and goals 24% • Establish a method for driving advocacy/customer referrals 18% • Instill an organization focus on social media 26% • Create a team or committee dedicated to social media ROI 21%

  11. Social Media Monitoring • Technical solutions are evolving • Brand management • Text mining • “Human analysis” component in RSS and blogs, photos and video sharing

  12. Steps to Success

  13. Last Step Git ‘er done!

More Related