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THIS AIN’T NO PICNIC
THE ROI AND ROP OF SOCIAL MEDIA
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THE EXPERIENCE
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BEING FIRST SUCKS
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THE GOOD NEWS
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90% OF THE COMPETITION ISN’T DOING THIS either
OMG, THEY’RE TOTALLYDOING IT!
NOT DOING IT
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ONE MORE 90/10 RULE
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WANT THIS? GET THIS.
YES, I’M A SENIOR ANALYST.
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YOUR OLD ROI PROBABLY SUCKED ANYWAY
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1.4-1.6XROI
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2-10X
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TOOLS AND SOFTWARE
TALENT AND TRAINING
}your social media budget
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IS IT WORTH SPENDING $70K/YEAR TO BUY
SOFTWARE TO MONITOR THE SOCIAL WEB?
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FREE IS GOOD.GOOGLE
QUANTCASTCOMPETE
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ROI = A MULTIPLIER OF DOLLAR AMOUNT WE
SPENT
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ROP = THE MULTIPLIER OF THE CONVERSATION
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+ + =45
RESPONSES
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ROP =
HOW MUCH TALKING HE DID
HOW MUCH TALKING THEY DID
ROP =
16 THINGS
45 THINGS
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ROP = ABOUT 2.8X
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ROI =
$78 SALARY+ TOOL COSTWHATEVER THE TALKERS
BOUGHT
$384
$78ROI =
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ROI = ABOUT 4.9X
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WHATARE YOU
FEEDING THEM?
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1-2 INTERNSA PHP PROGRAMMER AND MAYBE A
SMALL ERP SYSTEMKNOWLEDGE OF ALL
SOCIAL WEB ACTIVITY PURSUED BY YOUR
BRAND
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141K+ FRIENDS
2K COMMENTS
ENGAGEMENT METRIC: 14%
ROP: HIGH-LEVEL
ENGAGEMENT: 200xLOW-LEVEL: 510X
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ROI =
SALARY+ TOOL COSTWHATEVER THE TALKERS
BOUGHT
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EMAIL 100 OF THEM AND ASK THEM HOW OFTEN
THEY GO TO JACK IN THE BOX
AND WHAT THEY EAT
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ENGAGEMENT METRIC: .8%
SEPTEMBER 2008 ROP: 36.7X
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ROI =
SALARY+ TOOL COSTWHATEVER THE TALKERS
BOUGHT
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EMAIL 100 OF THE COMMENTERS AND ASK THEM IF THEY BOOKED A
CRUISE, OR LOOK AT THIRD-PARTY COOKIE
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10K+ FRIENDS
459 COMMENTS
ENGAGEMENT METRIC: 4%
ROP: ???
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ANALYZE A STATISTICALLY SUBSET OF THE ENGAGED GROUP, AND MULTIPLY IT
OUT
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ROP: 2-200X
ROI: 1.5-10XCORRELATION:
ONLY ON A PER-TOOL BASIS, AT A GIVEN POINT IN
TIME
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Social Networks Twitter Blog Forums Wikis Totals
ROP 20x 8x 1.5x 5x 4x
ROI 1.1x 5x 4x 1.1x 2x
% of Resources 70% 5% 10% 10% 5%
Weighted ROP 14x .4x .15x .5x .2x 15.25x
Weighted ROI .77x 0.25 .4x .11x .1x 1.63x
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BE A PROFIT CENTER
BE BIG PICTURE
BE FREAKIN’ INVALUABLE TO YOUR BRAND
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BRILLIANT METRIC-BASED
SOCIAL WEB STRATEGIESHUGE, COMPLEX
IMPLEMENTATIONS
DRINK ALL OF YOUR SCOTCH
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