social media roi by dayo adefila (hotsauce)

Mobile + Online + Social Media

Social Media ROI

Presented by Dayo Adefila

HotSauce

26th May, 2012

at Interactive Seminar

“What you see is NOT always

what you get”

with Rob & Emiel

Mobile + Online + Social Media

Mobile + Online + Social Media

“Marketing today is more of

a conversation than a

lecture.” –

Damian Ryan & Calvin Jones Understanding Digital Marketing

Mobile + Online + Social Media

“Informal conversation is

probably the oldest

mechanism by which

opinions on products and

brands are developed,

expressed and spread.” –

Johan Arndt

Mobile + Online + Social Media

2 key trends in brand building today

Creating entertaining brands

Mobile + Online + Social Media

2 key trends in brand building today

Socializing business

Conversations

Interactions

Feedback

Conviction

Purchase

WOM

Mobile + Online + Social Media

What are they

saying? Doing?

Guess?

Marketing

challenge and

social media’s

opportunity

Mobile + Online + Social Media

“Digital consumers matter. Not just because there’s increasing numbers of them

around the world. Not just because digital behaviour now impacts virtually every single product

category. But also because digital consumers have

stronger relationships with brands.”

http://www.wpp.com/NR/rdonlyres/2F3D6F99-FB68-4EDB-B747-80F9678A6302/0/Digital_FromAirlinestoHairlines.pdf

The importance of digital consumers - from airlines to

hairlines, and from Canada to India

Mobile + Online + Social Media

Social media ROI

or Business ROI?

Mobile + Online + Social Media

Social media a fad (Video)

Mobile + Online + Social Media

• Digital marketing is not a silver bullet

• It is not an add-on

• It performs optimally when integrated

within overall marketing plans

• It is diverse and more than an online

ad..its about relevant and inspiring

ENGAGEMENT via digital platforms

1st things first

Mobile + Online + Social Media

Source: InMobi Nigeria Mobile Consumption Trend April 2012

Mobile + Online + Social Media

Source: InMobi Nigeria Mobile Consumption Trend April 2012

Mobile + Online + Social Media

Source: InMobi Nigeria Mobile Consumption Trend April 2012

Mobile + Online + Social Media

Source: InMobi Nigeria Mobile Consumption Trend April 2012

Mobile + Online + Social Media

Source: InMobi Nigeria Mobile Consumption Trend April 2012

Mobile + Online + Social Media

Source: InMobi Nigeria Mobile Consumption Trend April 2012

Mobile + Online + Social Media

Social media -

Monitoring or Listening?

Mobile + Online + Social Media

Why does listening to your

customers sound like a Web

2.0 idea?

It should be a business 1.0

necessity”

- Jeff Jarvis

Have you identified your

priorities and determined your

parameters?

Hitler’s take on Social

media and ROI – Video http://www.youtube.com/watch?v=04

RX-AKuO34

Cool video, courtesy of the guys at

http://AttentionEra.com

Mobile + Online + Social Media

What form should your Social

media ROI take?

Financial and non-financial

Sales?

Engagement?

Customer Retention?

Clicks? Downloads?

Brand mention? SEO?

Think and agree

Outcomes

Mobile + Online + Social Media

Think Outcomes Design Experiences to

encourage desired

outcomes

Consumer Action and

Re-action

Mobile + Online + Social Media

It’s a bird, no a

scared dog, super

hero dog or clear

sighted hunting dog.

How are you using

social media?

Mobile + Online + Social Media

What should you know and do to determine

your Social Media ROI?

• What’s important to your business?

• What is your business culture?

• Are you ready to do this long term?

• Can you structure your business to

leverage social media truly? Sales

team on board? Service delivery on

Twitter?

• Are there outcomes for HR?

Mobile + Online + Social Media

Social Media Blackhole

Folks without a plan who stumble on

a quick promo idea, get their first

500 fans within a week and suddenly

become “a social media expert”

Soon fall into

Social media black hole

Symbolic Video http://tinyurl.com/futureshorts-com-blackhole

Mobile + Online + Social Media

What’s the role of content?

• Differentiate

• Brand affinity especially User

Generated Content

• Drive sales

Mobile + Online + Social Media

Does ROI continue after Sales?

• It can and should

• Think customer Acquisition

and Retention cycle

• Feedback form?

• Follow up call?

• Helps to build WOM and

bring in more customers

Mobile + Online + Social Media

Samsung Mobile Nigeria Facebook Page

Samsung’s Objective: Create a much talked about phone launch for the Chat 322 and increase Facebook fan to 10,000.

Duration: 3 months. Approach: Online, mobile and social media advertising Achievement: 20,000 fans before 3rd month. Super

sales of the phone.

Mobile + Online + Social Media

Thank You

We are cooking some new stuff, like brand tie ins with

blockbusters movies…Contact us for more info

info@hotsauce.com.ng

www.hotsauce.com.ng

You can also check out Dayo on Twitter @travelwithdayo