The document discusses how to evaluate return on investment for social media marketing efforts, noting that ROI should be viewed relatively compared to competitors rather than assigning direct dollar values. It emphasizes that ROI is best understood by comparing metrics like growth, engagement, user-generated content, and impressions between a brand's campaign and its competitors' similar efforts. The document argues that justifying social media spending requires demonstrating relative improvements in how consumers interact with a brand online versus other brands.

1. RETURN ON INVESTMENT
Social Media Marketing

2. WHAT IS SOCIAL MEDIA TO A BRAND
- An outlet of user generated opinions, uncovering a brand in all
its aspects, quality, performance, customer experience, etc. etc.
thus unifying and exponentially projecting the given image
created across multiple social platforms, through the consumers
voice and influence.

3. ROI
- In social media, nominal ROI should be thought of as
the investment of time and interaction the consumer
provides in relation to the time and investment in place
from the marketer.

4. VISA
3 Million likes
3 Million Likes

5. MASTERCARD
1 Million Likes

6. VISA VS. MASTERCARD
How much is this tweet worth in $?
How do we judge this?
Who has a better social media campaign?
Do likes generate interaction? Quality Vs Quantity?

7. INTERACTION
Similar posts
Different Messages
2150 likes
25 likes
100+ comments
1 comment
Multi-daily post
Weekly posts
Value of a post?
Value of a tweet?

8. WHAT ABOUT AMEX
2.7 Million Likes

9. AMEX VS.
MASTERCARD
1600 likes
3500 likes
100 shares
50 shares
50 comments
Value of a
comment?
Value of a like?
Value or a share

10. REAL ROI OF SMM
ROI of a #tweet? post? @tag? @checkin?
ROI of an Impression? Follower?
ROI of a campaign?
($10) $0.00 $10

11. WHY
Its all relative
What’s my competition doing
How socially influential are my followers
How many likes/follows are distinct from my
competitors

12. WHAT WE FORGET
The value of my social media presence is relative to my
competitor’s
MasterCard Visa Toyota
Comments (+/ - ) 500+ 50+ 70
Likes 1000 100 700
Shares 10 1 7
Impressions 10000 1000 7000
ROI 10 1 ?

13. WHAT WE NEED TO DO
Increase Engage Brand
UGC Contest
What is the purpose of Internal viewership viewers personality
(hashtag (entries/
your campaign? Goals (likes/follow (comments/ (impression
/ videos) shares)
s) shares) /interaction)
Nominal
What did you gain from the
Internal Growth Engagement UGC Entries Impressions
campaign
Return
What your competitor Measure
gained from a similar Competitor Growth Engagement UGC Entries Impressions
campaign Return
Real
What you’ve really gained Relative Relative Relative Relative Relative
Internal
relative to your competition Growth Engagement UGC Entries Impressions
Return

14. WHAT SHOULD ROI BE
ROI
- The RELATIVE
improvements in consumer
investment into your brand,
provided by any given
marketing campaign.

15. QUESTIONS
Is this relative interactive ROI enough to legitimize
spending big $$ on social media contest giveaways and
prizes?

16. QUESTIONS
What are some ways you can generate a direct financial
ROI through social media?

17. QUESTIONS
Is it possible to predetermine the value of a tweet or
post?

18. QUESTIONS
How do you convince your superiors Social Media
Investment is a good idea, from a Financial Perspective?

19. QUESTIONS