Presented by Flok & Facebook as part of Social Media Week Singapore 2013. Presenters - Yalena Razis (Flok), Sunita Kaur (Facebook), Brendan Millar (Flok)

5. First things first
 We’re not going to talk a lot about the basics that you always hear
about social media
 But, they are still valuable activities
 Opening two way conversations & creating brand affinity
 Leveraging amplification opportunities
 Generating buzz
 Learning about your customers and fanbase
 Learning from your customers

6. WHY IS ROI IN SOCIAL A BIG
DEAL RIGHT NOW?

7. Building up a fan base

8. Challenges to proving ROI and monetising social
• Fragmented platforms & measuring tools
• Closing the loop between marketing efforts and actual sales
• Expectations of digital marketing
9

9. SO WHERE DO WE START?

10. Laying the groundwork
• What are the key goals of your social media program? Do these goals and tactics
tie back to your broader business objectives?
• What audience are you trying to reach?
• What are the key performance indicators (KPIs) that will help you evaluate the
success of your program?
• Ultimately, look at how you can tie back to business measures
11

11. Building and Measuring Value
 Find new ways to create value for your brand using social - build
 Put a strategy in place to show the monetary value social media is bringing -
measure
12

12. BUILDING VALUE

13. Customer Service
 Twitter and Facebook are both commonly used platforms for this
 Convenient for consumers
 Create positive stories
 Measurable impact
14

14. Air Asia
15

15. Air Asia
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16. Social as a CRM channel
 Social can be used to complement your existing CRM channel
 Extract value from customer interactions
 Capture and analysis of customer data in the traditional CRM software model
remains valid
 The challenge is to find a way to extract value from conversations in channels
that are outside the company.
17

17. Auto industry examples
18

18. GM
19

19. Harley Davidson
20

20. Create Direct Earning channels
 Driving to purchase
 eCommerce within social – or connected to social
 Alternative revenue streams
 Consumer value proposition
21

21. Yepme
 125% increase in conversion rate
 4.5x ROI
 Based on performance, now allocate 80% of marketing
budget on Facebook

22. Lawson
 Driving consumers to purchase at physical outlet
 Integration with POS closed the loop to sales
 70% of customers who redeemed the Offer bought other products

23. Pinterest
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24. Pinterest
25

25. eCommerce
 Socially integrated store
 Built into social
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26. THE NIVEA STORY

27. Building a fanbase

28. Always On

29. Sampling driving trial

30. Direct Purchase

31. Results

32. Results
 Planned 4 – 6 weeks
 Sold out in 1 week in Australia
 And 1 hour in New Zealand!

33. Alternative Revenue Streams
 New ways to make money
34

34. Mediacorp

35. Consumer Value Proposition
 Post-purchase support
 Community
 Creating absolute utility
36

36. AMEX

37. AMEX

38. HOW DO I ACTUALLY
MEASURE RETURNS?

39. Value of a fan
 Establish the link between your fans and your customers
 Then measure & prove the effect
40

40. CIMB Savings Circle

41. Measure direct earning channels
 Purchase within Social
 Using social to drive to purchase
 Alternative revenue streams
 Measure effectiveness of CRM channels
42

42. APPLES WITH APPLES

43. Online has struggled to create standards for the
metrics that matter
Radio (1930’s) Television (1950’s) Internet (1990’s)

44. Clicks do not equal sales
 Nielsen NetEffect meta analysis: “There is no correlation between CTR and ROI%”
1400%
900%
ROI
%
400%
Breakeven
0.00% 0.10% 0.20% 0.30%
-100% Click through Rate
Correlation = -.07%

45. Advertising Effectiveness Measurement
Reach
Did I reach the right number of people and the right type of
people for the right number of times?
Brand Resonance
Did I improve my brand’s image and change the attitudes of
customers?
Reaction
Did I cause a customer to act? To buy a product, sign up for a
service, or make a referral?

46. Samsung

48. Summary
 ROI in social is measurable – more so than many other marketing channels
 Unique sources of brand value
 Be creative

49. Q&A

50. POLL RESULTS

51. THANK YOU!
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