Download - Social media ROI by Dayo Adefila (HotSauce)
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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
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Mobile + Online + Social Media
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Mobile + Online + Social Media
“Marketing today is more of
a conversation than a
lecture.” –
Damian Ryan & Calvin Jones Understanding Digital Marketing
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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
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Mobile + Online + Social Media
2 key trends in brand building today
Creating entertaining brands
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Mobile + Online + Social Media
2 key trends in brand building today
Socializing business
Conversations
Interactions
Feedback
Conviction
Purchase
WOM
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Mobile + Online + Social Media
What are they
saying? Doing?
Guess?
Marketing
challenge and
social media’s
opportunity
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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
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Mobile + Online + Social Media
Social media ROI
or Business ROI?
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Mobile + Online + Social Media
Social media a fad (Video)
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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
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Mobile + Online + Social Media
Source: InMobi Nigeria Mobile Consumption Trend April 2012
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Mobile + Online + Social Media
Source: InMobi Nigeria Mobile Consumption Trend April 2012
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Mobile + Online + Social Media
Source: InMobi Nigeria Mobile Consumption Trend April 2012
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Mobile + Online + Social Media
Source: InMobi Nigeria Mobile Consumption Trend April 2012
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Mobile + Online + Social Media
Source: InMobi Nigeria Mobile Consumption Trend April 2012
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Mobile + Online + Social Media
Source: InMobi Nigeria Mobile Consumption Trend April 2012
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Mobile + Online + Social Media
Social media -
Monitoring or Listening?
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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
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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
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Mobile + Online + Social Media
Think Outcomes Design Experiences to
encourage desired
outcomes
Consumer Action and
Re-action
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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?
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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?
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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
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Mobile + Online + Social Media
What’s the role of content?
• Differentiate
• Brand affinity especially User
Generated Content
• Drive sales
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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
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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.
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Mobile + Online + Social Media
Thank You
We are cooking some new stuff, like brand tie ins with
blockbusters movies…Contact us for more info
www.hotsauce.com.ng
You can also check out Dayo on Twitter @travelwithdayo