social marketing the roi
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Learn more about how to use Automotive Digital Marketing to sell more cars at http://www.automotivedigitalmarketing.com/TRANSCRIPT
© 2008 Powered, Inc.
Social Marketing: This ROI is Too Good to be True!March 25th, 2009
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Today’s Topics
Results of the 2008 ROI Benchmark Study for Social Marketing ProgramsBill Harvey, President, TRA Global
Social Media: Why it Makes Sense and How I Prove it to MyselfBrian Halligan, Co-Founder and CEO, HubSpot
Branded Online Community MeasurementKathy Warren, VP Account Planning, Powered
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Branded Online Community MeasurementKathy Warren, VP Account Planning, Powered
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Social movement creating opportunity across the Enterprise including high-potential for marketing
Marketing
Sales/Dist
• eComm Ratings, Reviews
PR & Corp Com
• Voice of brand
• Blogger outreach
Support
• Support Forums
Planned as part of go-to-market strategy
Designed to drive:• Acquisition• Purchase consideration• Loyalty• Advocacy• Insight
Long-term persistent strategy
• Social Marketing• Segment-focused
communities
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Three keys to branded online community success (and ability to measure)
1. Start with the audience segment & desired outcomes in mind, not ‘the message’ – it’s all about them
2. Give before you get - engage based on mutual INTERESTS first
– Category second
– Brand/products (not just the latter)
3. Listen and show that you heard
X
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Segment value drives critical mass & substantiates expansion
time
Con
trib
utio
n
High
Low
Pro Content UGC Research
brand community
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Evolution from tactical to strategic planning
ReportingBusiness Outcomes & Actionable Insight
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Social Marketing Transactional & Strategic ROI
Total Visits
50% Engage(in content & conversations)
Relationships Purchase influence eCommerce handoffs
Brand Equity Segment insights
• 4-7% of visitors register
• 25% return visitors
18-20% reported purchases (all channels)
5% of visitors click-through to online store via merchandise
• 74% more likely to purchase
• 86% willingness to recommend
6-12% ongoing survey response rates
Online Transactions
Brand.com E-mail marketing Paid Media Viral/WOM
*Source: Averages across Powered communities CY2008
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Cumulative ROI of Social Marketing
6-month pilot Year 1 Year 2 Year 3
Total Visits 225,000 900,000 1,080,000 1,440,000
Engaged Consumers
112,500 450,000 540,000 720,000
Registered Members
(4% cumulative)9,000 45,000 88,200 145,800
CTR to brand 11,250 45,000 54,000 72,000
Transactions*(assumes 1%)
2,250 9,000 10,800 14,400
Advocatesmore likely to recommend
96,750 387,000 464,400 619,200
Branded communities are persistent and drive ongoing return.
Based on typical results from Powered programs – results will vary by brand , benchmarks are established during 6-mo pilot.
*Online transactions are dependent on client tracking via web analytics. All other measures are tracked by Powered.
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Managing to actionable KPIs – through behavioral & primary research data
Objective Metric
Acquisition Visits
Unique Visitors
New vs. Returning Visitors
Bounce Rate
Registered Users
Marketing Opt-ins
Group Members
Engagement Average Session Length
Total page views
Page views/session
Total Engaged Visitors
Content Engagement (Enrollments, Views)
Social Engagement - Creators
Social Engagement - Critics
Social Engagement - Contributors
Social Engagement - Spectators
Objective Metric
Purchase Consideration Clicks on Merchandise or CTAs
Additional hand offs to brand
Likelihood to purchase brand
Planned purchases in next 6 months
Reported purchases
Estimated Revenue/course
Brand Equity Program satisfaction
Likelihood to recommend brand
% of users who refer-a-friend
Retention % returning unique visitors
% repeat sessions
% of audience retained y:y
Survey respondents by year registered
Operational Efficiency Service call avoidance
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Results of the 2008 ROI Benchmark Study for Social Marketing ProgramsBill Harvey, President TRA Global
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About This Study
Purpose of This Study– Equip the marketing community with the best information from which to
create the most effective marketing programs in the immediate future.
Study Methodology– Self-reported consumer data collected via surveys– Surveys were collected approximately 6-8 weeks into experience– Midpoint values were used in analyzing responses regarding amount
spent on purchases of relevant products
Sample Size = 112,183 completed surveys
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2008 ROI Results
The results would indicate that the longer the program is sustained, the
higher the ROI achieved.
For 2008, Powered social marketing programs yielded a 60:1 ROI, a
10% increase from 2006.
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2008 ROI Comparison by Marketing Program
The Powered approach for social marketing programs has consistently outperformed the DMA and MMA ROI estimates for all of direct marketing
and non-CPG mass media advertising for the past 3 years NCM has conducted this study.
Direct Marketing Association (DMA) 2005 Economic Impact Study, Peter A. Johnson, PH.D., [email protected]: “Finding The Other Half” by Erwin Ephron and Gerry Pollak, Ephron On Media website archive.
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2008 Supplementary Findings
Objective Metric
Acquisition 12M visits across Powered’s online community sites
7.5M unique visitors across Powered’s online community sites
7:1 ratio of new to returning unique visitors
1.4 million registered users
ContentEngagement
94% satisfaction rate with overall content
93% satisfaction rate with educational content
92% rated content as excellent, very good or good
Objective Metric
Purchase Consideration Nearly 500,000 clicks on product CTAs
66% are more likely to purchase brand
27% plan to purchase in next 12 mos
26% reported making a purchase
Brand Equity 85% would recommend brand
92% of users would refer-a-friend
Retention 95% would visit the site again
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Implications for Marketers
Give in order to get
Utilize a “soft sell” approach to marketing communications – inform, educate and help consumers
Provide the social marketing and Web experiences your
customers value
Shift thinking away from short-term social media campaigns to long-term social marketing programs
Social Media: Why It Makes Sense & How I Prove It To Myself
Twitter.com/bhalligan
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Social Media Visitors
Slide 21 of
Social Media Visitor AnalysisVisitors
Prospects
Leads
Opps
Cust
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Social Media “Reach”
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Thank you………..twitter.com/bhalligan
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Questions?
Bill Harvey, President, TRA Global [email protected] www.traglobal.com
Brian Halligan, Co-Founder and CEO, HubSpot twitter.com/bhalligan www.hubspot.com
Kathy Warren, VP Account Planning, Powered twitter.com/kathywarren Facebook: Kathy Warren E-mail: [email protected] Blog: http://theengagedconsumer.powered.com/