Presented at Google Business Group (GBG) Mumbai's event on Dec 21st 2013 The funda of return on investment (ROI) on digital and social media is starkly different from measuring ROI on other marketing initiatives. The difference is due to the engaging nature of digital medium as opposed to print and TV which merely broadcast information. 3 Industry experts interacted with the audiences to provide accepted methods of calculating Return on Investment in Digital and Social Media Marketing.

1. ROI on Digital and Social
Media Marketing
Dec 2013
@sree_raman
@ananthv9
@rushabh69

2. What’s GBG?
Google Business Group (GBG) – Mumbai is a community for passionate business professionals
sharing knowledge about web technologies for business success

3. Can ‘Likes’ Cure Cancer?

4. 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

5. 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

6. 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

7. 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

8. Social Media Outlook – 2014
•
Indian audience across various social media platforms – October 2013
57 mn
12 mn
42 mn
5.3 mn
14 mn
3.5 mn
Source: comScore

9. 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)
•

10. 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?”

11. The Myths of Measurement

12. What can be Measured?
Measure based on your objectives

13. The Result Focused Metrics
Source: social@Ogilvy

14. How to Measure?
Source: social@Ogilvy

15. The Revenue Model
Earned Media Value
Social Media Action
Page likes
Post likes
Shares
Comments
Retweets
YouTube video views
Blog by others
Mention in news
Value per instance
INR
12
INR
10
INR
25
INR
30
INR
30
INR
3
INR
15,000
INR
60,000
Saved Revenue
• Response to a query
• Resolution to an issue
• Up sell

16. Extreme Success Stories
Raised 51 Lacs from Crowd-funding Through Social Media

17. Extreme Success Stories
8 Million Simultaneous Live Views in YouTube

18. Extreme Success Stories
15000 Retweets and Counting

19. Case Study
Ship of Theseus
Presented by
@ShauryaBT

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

21. Breaking it down!
PROBLEM
Identifying right audience for the movie
SOLUTION
Let the audience identify itself
PROBLEM
Break clutter and drive awareness
SOLUTION
Focus on Social media and identify influencers

22. ‘Vote for your city’

23. 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

24. The number game
2.2 M
Organic fans reached
15,246
Unique tab visitors
5,832
Votes casted

25. Trickle down effect
24
Cities shortlisted

26. ‘The Good Road’
20M
Box office revenues.
Highest ever for a film
of its genre
4X
Revenue as compared
to ‘The Good Road’
(India’s Oscar entry)

27. ROI on Social Media
By Ananth V
Techdivine Creative Services

28. 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

29. 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
”

30. ROI results sample report
ROI results across few industries & brands across countries
that we have worked with
Shows Percentage increase in Leads/Sales & Conversions

31. First ask yourself: Is SMM for BRAND You?
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!
-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

32. 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!

33. PROCESS: How to get started for Social media ROI?

34. Strategize according to your BRAND Goals

35. Research consumers presence online
Understand which sites appeal to them the most and why?
G Plus
100%
Blog KRC
80%
You Tube
60%
LinkedIn
40%
Twitter
20%
Facebook
0%
DEMOGRAPHICS
All Contents are Copyrights of TECHDIVINE Creative Services 35

36. CASE STUDY 1: Footfalls at a restaurant –
Actual SALE & Brand advertising
-Google Map
-Google Map
- -Image
Image
- -Webmaster
Webmaster
- -Google
Google
Analytics
Analytics
- -Twitter
Twitter
-Your SMQ
-Your SMQ
- -Twitter
Twitter
23% increase in footfalls in the first quarter
65 % increase in Brand mentions online

37. CASE STUDY 2: Actual Sales ROI
(Trading/Broking)
31 % conversions on actual SALES – Leads for ROI
http://www.slideshare.net/YourSMQ

38. TRENDS: Should you be a part of it?

39. General Skeleton of tracking Social media ROI

40. 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.

41. ROI on DIGITAL &
SOCIAL MEDIA
Presented by Rushabh Vasa
CEO & Founder

42. 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.

43. Case Study: Falguni Pathak
Challenge :
Create identity on Social Media Platforms
User Engagement
Promote Her Event
Generate Revenue

44. Case Study: Falguni Pathak

45. Falguni Pathak Youtube Channel

46. Live Streaming on Youtube

47. Youtube Monitization

48. ROI for Campaign
ROI for Falguni Pathak Campaign
Facebook Fanpage : 800,000+ Fans
Youtube Subscribers : 1800
Youtube Views : 228,000+
Adwords Revenue : USD 370

49. Anoushka Shankar Live Concert
Challenge :
Promote Anoushka Shankar’s India Tour
User Engagement
Generate more Ticket Sell

50. Anoushka Shankar Live Concert

51. Facebook Events

52. Twitter Activity

53. #AnoushkaLive

54. Twitter Activity

55. Twitter Activity

56. Conversion Tracking

57. 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)

58. Case Study : The Grand Legacy, Mahabaleshwar

59. Google Adwords

60. Ad Preview

61. Enquiries Generated

62. ROI for Campaign
For The Grand Legacy Adwords Campaign
Total Enquiries Received : 270+ (Email)
Enquiries via Call : 6-8 Enquiries
Rooms Booked : 45+

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