measuring social media roi in afirca
TRANSCRIPT
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Is your brand speaking the right language?
Measuring social media ROI in AfricaJoe Otin
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• A closer look at social media
• Global ROI reviews
• Local ROI review
• A way forward
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In the year 2012, social media became one of the most powerful sources for news updates through platforms like
Twitter and Facebook
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What’s the point?
• If you can’t measure it, don’t do it
• Commercial goals – profitability & growth
• Investment decisions based on priorities
• Deepening internet, social media use on the African continent
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“It is therefore reasonable to say that Social Media represent a
revolutionary new trend that should be of interest to companies
operating in online space – or any other space for that matter”
Kaplan & Haenlein
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Social Media defined
• Social media is a group of internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content.
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6 types of Social Media
1. Collaborative projects (e.g. Wikipedia)
2. Blogs and microblogs (e.g. Tumblr, Twitter)
3. Social networking sites (e.g. Facebook)
4. Content communities (e.g. Youtube, Pinterest)
5. Virtual game worlds (e.g. World of Warcraft)
6. Virtual social worlds (e.g. Second Life)
The common factor: prosumers – users who create the goods that they collectively consume
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“Trying to measure social media ROI is like trying to
measure the ROI of my mother”
Gary Vaynerchukhttp://bit.ly/NlgL5Q
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Social tools offer $1tr opportunity
• $345 bn – Product development
• $500 bn – consumer insights to social commerce and customer care
• $230 bn – better internal collaboration and "matching talent to tasks“
– Social tools for internal communication could free up 7% to 8% of the working week
Firms with lots of "knowledge workers", relying on strong reputation and recognition scores among consumers, distributing products using digital systems and providing "experiences" or "inspiration" stand to benefit most – McKinsey Global Institute
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The Socially Engaged Enterprise
• Gets 4 times greater business impact
• 3-5% is the average rate of return on social engagement
• Greatest impact top 2
– marketing & sales effectiveness
– increased sales & market share
• Define social media as
– online listening
– blogging
– building relationships with online influencers
• Benchmarks and key performance indicators will be top approaches for measurement
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The Socially Engaged Enterprise
Trail Blazers2.7%
Low InvestmentsHigh Returns
Creators22.2%
Limited InvestmentsHigh Returns
Thrivers14.6%
Well ArchitectedProven Returns
Observers18.5%
Low InvestmentsLow/No Returns
Incrementalists30.1%
Limited InvestmentsLow Returns
Dreamers11.9%
High InvestmentsLow Returns
Exceptional Business Value
Return
Limited to No Business
Returns
Low Social Engagement
Presence
Limited Social Engagement
Presence
Extensive Social Engagement
Presence
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Commercial engagement focus
• Developing new products based on listening
• Empowering new employees
• Building relationships with influencers
• Responding to criticism quickly
• Leadership champions social media
• Using social media to drive demand and sales
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Methods?
• Social media tracking
• Internet usage data
• F2F establishment surveys
• Online surveys
• Qualitative studies
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Social media case study
• Safaricom
• CEO led
• Major investments in CRM
• Less queries to call center
• Faster response on Twitter, slower on Facebook
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The most “socially-devoted” companies, according to Social Bakers
Brand No. of FansQuestion
Response Rate
Number of Questions Answered
Personal Argentina 309,968 89.13% 14,306
Claro 415,026 96.99% 10,266
Acer Indonesia 612,837 95.05% 4,992
LBC Express Inc. 58,176 91.75% 4,083
Comunidad Movistar Argentina 385,451 91.67% 3,301
Volaris 335,410 77.92% 3,297
Safaricom Kenya Official Page 130,201 88.52% 3,255
KLM 1,540,788 94.14% 2,843
Vodafone Nederland 82,926 92.27% 2,758
Claro El Salvador 133,270 96.74% 2,758
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Metrics
• Crowd sourcing• Online performance of various offerings and properties• Database development• Consumer buzz• Strengthening of market dominance• Enhancement of CRM experience• Engagement with other publishers and their social network
influence• Cross media influence• Implementation of effective social marketing programs• ROI comparisons between earned and paid online media• Effective recruitment
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Old Spice case study
• http://www.youtube.com/watch?v=Kg0booW1uOQ
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Thank you
@joe_otin