The True Value of Social Media

The True Value of Social MediaHow social media is forcing us to redefine our marketing KPIs1. We create too many dead-end experiences.2. We don’t know how to evaluate things that aren’t dead-end experiences.The Problem (with marketing)http://www.youtube.com/watch?v=ERGrSQoY5fshttp://www.youtube.com/watch?v=D3qltEtl7H8&feature=relatedIt’s well documented.http://www.youtube.com/watch?v=gwaX40EnUdMCulprit The micrositeEngaging, fun, but not very shareableCulprit The web/mobile applicationEngaging, helpful, but not very shareableCulprit The online gameEngaging, addictive, but not very shareableCulprit The online videoEngaging, entertaining, but not very shareableUnless it goes viral...which is a 1-in-a-million chance you can’t plan for.Dead end digitalMicrositesApplicationsGamesVideosEngaging digital actions are important. But what’s more important is that we enable consumers to effortlessly share, adapt and evolve our messages AND measure the influence it creates.Return on InvestmentDead-end digital is similar to most advertising, and we measure it Digital Digital accordingly, judging its performance ActionInteractionSalebased on the sales it directly motivates. But what about advocacy? What about the ripple effect? Aren’t most purchases influenced by personal recommendations anyway?Return on InteractionWe’re missing half the pictureA Different ApproachDIGITAL MEDIAMEDIA THAT’S SOCIALObjectives:Objectives:ReachAdvocacyAwarenessLoyaltyCoverageTrustEngagementInfluenceMeasures:Measures:# of visitorsSentiment# of page viewsCommentsTime on siteFeedbackConversionsMentionsOrganic ReachAdapted from http://www.slideshare.net/LumensionSecurity/the-greatest-question-since-the-meaning-of-life-what-is-the-roi-of-social-media