IMC 462IMC 462Integrated Marketing Communications via Social Integrated Marketing Communications via Social

MediaMediaSummer 2011Summer 2011

Class Session 9Class Session 9Social Media ROI, Social Media ROI,

August 8August 8thth 2011 2011

Key TerminologyKey Terminology

Sticky Ideas- Element that enables something- an idea, a community etc to become self sustaining

Tipping Point Methodology- Based on Malcolm Gladwell’s Tipping Point- it is comprised of three elements:

• Law of the Few• Stickiness Factor• Power of Context

80/20 Principle- 80% of the ‘work’ in a given community will be done by 20% of the people- which means that in communities some member contributors are more important than others

Quantitative Metrics- the hard numbers- ‘yes’ and ‘no’ decisions

Qualitative Metrics- subjective based, open to input from multiple parties

ROI- Prove It!ROI- Prove It!

‘‘Social media is like teen sex. Everyone wants to do it. Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is surprise it Nobody knows how. When it’s finally done there is surprise it isn’t better.isn’t better.’ ’ Avinash Kaushik- Analytics Evangelist, GoogleAvinash Kaushik- Analytics Evangelist, Google

Looking at evaluating your campaigns:Looking at evaluating your campaigns: Define relevant success for your contextDefine relevant success for your context

• QuantitativeQuantitative- sales (duh!), new leads, new qualified - sales (duh!), new leads, new qualified subscriberssubscribers

• QualitativeQualitative- satisfaction, loyalty, authority, interaction, - satisfaction, loyalty, authority, interaction, feedback etcfeedback etc

Return = meeting or exceeding these goalsReturn = meeting or exceeding these goalsImplement, review metrics and goals Implement, review metrics and goals filtre channels and filtre channels and tactics that don’t work tactics that don’t work Repeat Repeat

QualitativeQualitative Approach Approach

A sample campaign from A sample campaign from rackspace

Goal build loyalty and trust

Method be nice to customers who mention your product/brand on Twitter

ROI? Whatever value you place on loyalty and trust

QuantitativeQuantitative Approach Approach

Dell utilized a quantitative approach to increase online salesDell utilized a quantitative approach to increase online sales

Goal increase site based sales

Method use Twitter to inform followers about special promotions

Capitalize on Twitter’s real time nature for limited/special promotions

ROI? • Monthly sales• Monthly sales attributed to Twitter

Tipping Point Tipping Point FrameworkFramework While not specific to social media, there is much we While not specific to social media, there is much we

can learn from this work. What makes for a ‘Tipping can learn from this work. What makes for a ‘Tipping Point’?Point’?

1. The right people2. A sticky idea3. The right context

Right People?

demos

psychos

geo

behavioral

Sticky Idea?SimpleUnexpectedConcreteCredentialedEmotional Story

Right Context?

The ‘broken windows’

theory- that an

epidemic can be

tipped by tinkering with

the details

Tactics for Creating a Full Year PlanTactics for Creating a Full Year Plan

..Which tactics and assets are right for your communities?•Determine media consumption patterns•What is right for your client and their product? •What will be the ‘sticky’ idea that will generate the response(s) you are seeking•Research-> what has been done previously for this client? What has worked or hasn’t?•Utilize your intuitive sense of creativity and thoughtfulness!