roi on digital and social media marketing

ROI on Digital and Social Media MarketingDec 2013

@sree_raman

@ananthv9

@rushabh69

What’s GBG?

Can ‘Likes’ Cure Cancer?

Significance of Digital and Social Media in Marketing

• Today, Focus on customers and customer experience matters more than any other strategic imperative

Be here or go home

Digital Outlook for 2014

• Internet in 2013 passed newspapers to become the world's 2nd largest ad medium, just behind TV

Source: ZenithOptimedia’s Advertising Expenditure Forecasts Dec 2013

Digital Outlook for 2014

• India at no.14 with $ 5,863 million in ad spends

• Digital will contribute 20% of the spends

Source: ZenithOptimedia’s Advertising Expenditure Forecasts Dec 2013 | GroupM Report Dec 2013

Digital Outlook for 2014 & beyond

• Advertising is set to see the strongest sustained period of growth in

ten years.

• Global ad spend growth forecast to rise from 3.6% in 2013 to 5.3% in

2014.

• Growth is then set to increase to 5.8% in 2015 and 2016.

• The principle engine of this growth will be mobile technology, which

is expanding the space for media consumption.

• Mobile to contribute 36% of all the extra ad spend between 2013 and

2016

Source: ZenithOptimedia’s Advertising Expenditure Forecasts Dec 2013

Social Media Outlook – 2014

Source: comScore

57 mn

42 mn

14 mn

12 mn

5.3 mn

3.5 mn

• Indian audience across various social media platforms – October 2013

Social Media Outlook – 2014

• Content’s quality (Hummingbird update))• Microblogging (the no algorithm funda) • Private photo sharing (Snapchat, Instagram

private)• Personalized content from influencers

(LinkedIn Pulse)• Video (Vine, YouTube)

• Facebook’s pay-to-play• Junk content (context and semantic matters)

What is ROI on Digital and Social Media all About?

The fundamental questions is:

“Did I get anything meaningful for my tiring efforts of managing social media pages and digitial media campaigns?”

The Myths of Measurement

What can be Measured?

Measure based on your objectives

The Result Focused Metrics

Source: social@Ogilvy

How to Measure?

Source: social@Ogilvy

The Revenue Model

Social Media Action Value per instancePage likes 12INR Post likes 10INR Shares 25INR Comments 30INR Retweets 30INR YouTube video views 3INR Blog by others 15,000INR Mention in news 60,000INR

Earned Media Value Saved Revenue

• Response to a query• Resolution to an issue• Up sell

Extreme Success Stories

Raised 51 Lacs from Crowd-funding Through Social Media


8 Million Simultaneous Live Views in YouTube


15000 Retweets and Counting

Case Study

Ship of Theseusby @media2win

Challenge

How do you convert a critically acclaimed art film into a box office success, with minimal marketing spends?

Breaking it down!

PROBLEMIdentifying right audience for the movie

SOLUTIONLet the audience identify itself

PROBLEMBreak clutter and drive awareness

SOLUTIONFocus on Social media and identify influencers

‘Vote for your city’

How did the application help us?

Social media enabled an optimal selection of theatres and show

timings, thereby resulting in an above

average theatre occupancy level

The number game

2.2 MOrganic fans reached

5,832Votes casted

15,246Unique tab visitors

Trickle down effect

24Cities shortlisted

‘The Good Road’

20MBox office revenues. Highest ever for a film of its genre

4XRevenue as compared to ‘The Good Road’ (India’s Oscar entry)

Thanks

@ShauryaBT

ROI on Social MediaBy Ananth V Techdivine Creative Services

About Techdivine Creative Services: Brief introduction

- Founded in 2010 - Catered to 32 brands across 16 industries in 4 countries (India, USA, UK, UAE)- Has two Registered Brands:

Techdivine ® &

Your SMQ ® ~ Social Media Quotient- Core services: ROI based social media brand marketing

Twitter @AnanthV9Facebook.com/AnanthV9

ROI on Social media marketing (SMM)

“Every digital marketing campaign needs to be integrated with a real ROI tracking

process for your BRAND & that too in real-time. Innovate, implement, Measure,

Improvise and generate ROI”


ROI results sample report

ROI results across few industries & brands across countries that we have worked with

Shows Percentage increase in Leads/Sales & ConversionsTwitter @AnanthV9

Facebook.com/AnanthV9

Are you just a part of the Social media frenzy or is this market potential really going to help you?

Before you jump into a social media marketing campaign because everyone else seems to be doing it, ask yourself few questions about content, resources, goals you want to measure & more…. Have clearly defined GOALS!

First ask yourself: Is SMM for BRAND You?

-Increase leads / enquiries by 15% in the first quarter- Increase leads to sales conversions by 10% in the first quarter-Increase footfalls by 65% in the first quarter-Encourage & initiate at least 1,000 check-ins in the first one hour of the event


Measuring ROI across….. BRAND Goals

- Goals based on deliverables for BRANDS- Leads/Enquiries- Conversions ratio- Mentions / Conversions ratio- Likes/Follows/Circles – Conversion ratios- Brand reach and other goals

- Empower using social networking sites like Google Plus, Facebook, Twitter etc to connect in real-time for real conversations with your end users.


Measure the efforts in terms of resources to the actual NUMBERS in terms of Goals achieved – COST – Revenue ratio

LIFE Success = Achievements – Sacrifices to get there Was it worth it? YES!

PROCESS: How to get started for Social media ROI?


Strategize according to your BRAND Goals


38All Contents are Copyrights of TECHDIVINE Creative

Services

0%

20%

40%

60%

80%

100% G Plus

Blog KRC

You Tube

LinkedIn

Twitter

Facebook

Research consumers presence online

Understand which sites appeal to them the most and why?

DEMOGRAPHICS



CASE STUDY 1: Footfalls at a restaurant – Actual SALE & Brand advertising

- Webmaster- Google Analytics- Twitter

- Webmaster- Google Analytics- Twitter

-Google Map- Image-Google Map- Image

-Your SMQ- Twitter -Your SMQ- Twitter

23% increase in footfalls in the first quarter65 % increase in Brand mentions online


CASE STUDY 2: Actual Sales ROI (Trading/Broking)

http://www.slideshare.net/YourSMQ

31 % conversions on actual SALES – Leads for ROI

TRENDS: Should you be a part of it?

General Skeleton of tracking Social media ROI



Brands have a much more important role than ever before….. i.e to connect with the consumer within.

Social media is not about websites. It was, is and will always be about people. Humanize your BRAND.

People buy from people they trust, so engage into conversations, empower social networking sites, measure, take feedback, listen and innovate.

Today, it’s as important to listen to your brand tone too online as much as it is listening to end consumers.

Don’t be across every social networking site available, rather be across sites that matter to your audience and consumers.

If you exist as a BRAND, someone out there is talking about you. So make sure, you are part of the conversation prism.

ROI on DIGITAL & SOCIAL MEDIAPresented by Rushabh Vasa

CEO & Founder

ROI on Digital & Social Media

Return-on-Investment (ROI) is key to any successful marketing initiative. After all, in business, it’s always important to see if your investments are profitable.

Case Study: Falguni Pathak

Challenge :

Create identity on Social Media Platforms

User Engagement

Promote Her Event

Generate Revenue

Case Study: Falguni Pathak

Falguni Pathak Youtube Channel

Live Streaming on Youtube

Youtube Monitization

ROI for Campaign

ROI for Falguni Pathak Campaign

Facebook Fanpage : 800,000+ Fans

Youtube Subscribers : 1800

Youtube Views : 228,000+

Adwords Revenue : USD 370

Anoushka Shankar Live Concert

Challenge :

Promote Anoushka Shankar’s India Tour

User Engagement

Generate more Ticket Sell

Anoushka Shankar Live Concert

Facebook Events

Twitter Activity

#AnoushkaLive

Twitter Activity

Conversion Tracking

ROI for Campaign

For Anoushka Shankar India Tour Campaign (Bliss Entertainment)

Facebook Fanpage : 1800+ Fans

Twitter Followers : 50

#AnoushkaLive Reach : 22,38,224+

Ticket Sell on Campaign Days : 210 (60% Tickets sold were worth Rs. 2499)

Case Study : The Grand Legacy, Mahabaleshwar

Google Adwords

Keyword Analysis

Ad Preview

Enquiries Generated

ROI for Campaign

For The Grand Legacy Adwords Campaign

Total Enquiries Received : 270+ (Email)

Enquiries via Call : 6-8 Enquiries

Rooms Booked : 45+

Join Us

Connect with usGBG Mumbai | Twitter | Facebook | Google+

roi on digital and social media marketing

Technology