Monetising Social MediaA case study in measuring the value of social media marketing online

1. Monetising Social Media A case study in measuring the value of social media marketing online Ashley Friedlein CEO E-consultancy.com

2. “ The future of the social web ” “ Harnessing Social Media for B2B and B2C marketing campaigns” “ How UK Government approaches the web and social media ” “ Social and Professional Networking how marketers and users navigate in the Web 2.0 world” “ The impact and ROI of social retail ”

4. “ Internet-based tools and venues where anyone can communicate publicly”

6. Universal McCann Social Media Study

7. Great for PR BUT…

8. Q: Has Second Life worked for you? A: “It’s a lot more hype than reality.” Chris Shimojima, VP, Nike.om Q: How did the YouTube clip help generate pledges? A: “…i t's not a top referring site … in terms of pledges and uptake of products, we're not seeing that come through. ” Rob Merrington, Head of Brand Advertising, EDF Energy

10. Jerry Maguire, 1996

13. Average Total Value / Visit = 62p

14. (but some visits are more valuable than others)

15. Direct Traffic Indirect Traffic (aka Google)

16. Top Referring Domains

17. 7,000 visits a day from Google = £4,340 a day…

19. How many more direct visits can we get? Can we get more Google love? from ‘social media marketing’

20. Question 1 Should we engage with sites that deliver VOLUME (REACH) or INFLUENCE?

21. Answer 1 Both… VOLUME = VOLUME INFLUENCE = SEO = VOLUME

22. Question 2 So which sites would deliver volume (and the right prospective customers) And which (SEO) influence?

23. Answer 2 VOLUME / REACH INFLUENCE

24. Lots of sites…

25. Prioritised + How to approach

26. Go engage!

27. Links via Online PR

28. BBC Internet Blog

29. Multilingual Search Community

30. BazaarVoice Blog

31. Internetworldstats.com

32. Facebook

33. Links via Answering Questions

34. Yahoo! Answers

35. LinkedIn Answers

36. WikiAnswers

37. Wikipedia

38. Links via Profiles / ‘Channels’

39. YouTube Channel

40. Twitter Channel

41. Slideshare Channel

43. Dailymotion

44. Veoh

45. Links via Bookmarking / Tagging

46. Digg

47. Del.icio.us

48. Was it worth it?

49. Scores on the doors…

52. Views = 1,746 No. referred visits = 5

53. No. referred visits = 77

54. Total no. ‘social media’ referred visits = 18,000

55. Value = 18,000 X 62p = £11.16k…

57. SEO impact?

58. Google Natural Search Referrals

59. Total no. incremental visits for SEO improvement = 72,000

60. Value = 72,000 X 62p = £44.64k…

62. ROI = (£11.16K + £44.64k) / £10k = 558%

63. BUT… (there’s always a but)

64. How many of these links came from this campaign ?

65. Do we really know the Google improvements came about from this campaign ?

66. (but some visits are more valuable than others) less

67. We assumed Average commerce value per visit = 50p

68. So how much did we actually sell?

69. £112k sold online in the period

70. ‘ Social media’ referred sales… £2.4k (2.1% of sales)

71. And EVERY SINGLE ONE of those... ALSO searched Google on us before buying