IndiaSocial Summit 2010 Panel #5 RoI – what’s the fuss about? Presentation by Aseem Sood,COO, Impact Research & Measurement Pvt. Ltd.

1. ROI: WHAT'S THE FUSS? Aseem Sood COO Impact Research & Measurement Pvt. Ltd. twitter: @aseemsood Email : asood@impactmeasurement.co.in www.impactmeasurement.co.in

2. ROI IS NOT # OF FOLLOWERS Source: KD Paine Cost Savings + Cost of program - Cost elimination Greater Efficiency + Cost of program - Cost old way Greater Revenue + Cost of program - Value of leads/ sales INVESTMENT

5. SOCIAL MEDIA APPROACH Source: Dell

6. ROI CAN BE MEASURED AT EACH STEP Cost Savings Greater Efficiency Greater Revenue LISTEN ENGAGE ACT

7. RETURN ON LISTENING = HIGHER REVENUE “ I think the way to win in social media or have success is to not talk but to listen“ Gary Vaynerchuk host of Wine Library TV example 1

9. RETURN ON LISTENING = GREATER EFFICIENCY Source: 2009 study performed by Mzinga and Babson Executive Education In a survey in 2009, 80% of respondents reported that customer stories and suggestions helped them shape their products and services better

11. DELL MEASURES SM REVENUES AS WELL Total Online Community Size 2 billion people 3.5 million people Revenue $52 billion - Twitter 1.5 million people $6.5 million from Twitter @DellOutlet $3mn @DellnoBrasil $0.8 mn @DellHomeSalesCA $150K Cont... example 3 Source: Dell

15. START LISTENING – Telecom Example *Green color number denotes Positive Conversation Red color number denotes Negative Conversation

16. OBSERVE TRENDS *Green color number denotes Positive Conversation Red color number denotes Negative Conversation

17. Thank you! This document is issued in confidence for the purpose only for which it is produced. It must not be reproduced in whole or in part, or stored in a retrieval system or transmitted in any form or by any means, electronic or mechanical including photocopying and recording or otherwise for any purpose other than under agreement or with the consent in writing from Impact Research & Measurement Pvt. Ltd. Aseem Sood COO Impact Research & Measurement Pvt. Ltd. twitter: @aseemsood Email : asood@impactmeasurement.co.in Web: www.impactmeasurement.co.in To see which companies and which leaders are trending in Indian Print Media REAL-TIME, see Companies: http://bit.ly/aTkuXf CxOs: http://bit.ly/gXAQ3T