Tag Archives: Community ROI

Social Media and Community Scorecard Examples

One of the most consistent topics in the 4 years we have been having the Social Media and Community 2.0 Strategies Conference is the need to demonstrate ROI in our Social Media and Community programs. We have had some great speakers over the years that have helped us all understand the ways to measure your programs. We also have some great speakers coming to this year’s event. Below are a couple of generic scorecard examples to show how people are demonstrating their ROI. We have one example support based scorecard and another marketing example. Our experts hope this will help you with ideas for what you should measure! To learn the nitty gritty about how to create a scorecard that demonstrates the ROI that aligns with your business goals join Cindy Meltzer’s session on “Beyond the Theory of Measuring” at this year’s Social Media & Community 2.0 Strategies Conference.

Some of the insights from previous conferences:

Do you have example measures that we missed?
- Stacy

Does Your C-level Finally Get Social Media?

Here it is, finally, an in-depth analysis on how to create ROI and executive buy-in from your C-suite. One of our fantastic Keynotes weighs in on how to overcome management challenges in the wide world of social media. Read on and take note!

- Stacy

“Closing the Information-Gap” by Sasha Strauss, Managing Director & CEO, Innovation Protocol

Twenty-four months ago, CEO clients responded to the notion of social media with ‘don’t waste my time talking to me about that childish thing.’ Now, they’re asking how they and their organization can elevate themselves to a leadership position in their category on the back of social media. Oh, and ‘please define tangible, financial benefits’ along the way. This ubiquitous gap leads to all kinds of problems’the biggest one being apprehension. To mitigate this nauseous sensation, I suggest three things to ponder:

‘ Cost
‘ Voice
‘ Measurement

COST: Contrary to popular belief, social media isn’t free. Organizations shouldn’t just participate in online communities’they must strive to lead the discussion. That’s never been free in any sector, why would it be in the most powerful communication channel in history? Social media will take money to increase visibility or address the needs of your audience. For example, last year, Pepsi skipped the Super Bowl and launched The Pepsi Refresh Project. The campaign received over 61 million votes from users giving input on various initiatives – from building playgrounds to donating pajamas. The program gathered more than $14 million to fund 352 projects, and they’re fully committed to the project for 2011. What kind of tangible benefits will Pepsi receive from something like this? It actually isn’t even measurable’not yet anyway. What matters is that they’ve essentially shifted their target demographic and converted a brutal advertising spend into a social campaign that is positively impacting millions. That social impact translates into an army of supporters/believers/advocates/customers that prefer Pepsi now over the alternative.

VOICE: What you ‘sound’ like within the social media sphere is also extremely important. Social media allows an organization with countless voices to condense that cacophony into virtually a single sound. For example, the voice of Zappos (@Zappos) on Twitter is CEO Tony Hseih. He has over 1.7 million followers and shows his fluency in the social media space by using powerful features (like hashtags: #) while taking the time to engage and publicly refer to other users. As both the CEO and official Twitter voice, Tony sets the tone for Zappos and can clearly represent the brand, no matter what the circumstance or context. It’s an authentic dialogue that followers use to connect with their favorite online retailer, and Zappos can use their social media observations to understand their connection with their audience. As an individual, Tony can speak on behalf of his industry, consumers or even himself’because it’s authentic, it’s social, and it’s timely. This freedom flawlessly represents the Zappos brand, but might not necessarily work for a more conservative organization like Disney. Disney’s audience is so diverse’and, potentially, so concerned about general internet content, that Disney has actively decided NOT to have a singular social media voice. Or a social media voice at all. Robert Iger, the CEO doesn’t have a Twitter account ‘ but he understands the power of the environment. For example, his company recently purchased the social-gaming company Playdom and launched the ‘Let the Memories Begin’ campaign. It takes user-generated social media content of happy park-goers enjoying themselves publicly for use in advertisements and promotions. In fact, this month Disney World began projecting guest photos onto Cinderella’s castle and on Disneyland’s ‘It’s a Small World’ in California ‘ it’s media, it’s social and it’s universally desired and consumed.

MEASUREMENT: We’ve covered the cost of social media, and therefore it’s clear that content blasting around the Internet would have financial implications. So the final consideration must be measurement. Social media enables users to publicly portray their affinity for content posted by clicking ‘Like’ or adding the person/organization as a ‘Friend.’ This mark of popularity has quickly become a barometer for content relevancy. While your number of ‘Likes’ or ‘Friends’ are great indicators of interest, they’re just a temporary acknowledgement of your relevance. What also must be considered is WHO is publicly endorsing you. In offline retail, it’s the difference between your friend Sally telling you she loves Miracle Whip and Oprah mentioning it in an interview. The validity of the endorsement is correlated with the significance of the endorser. The prestige of endorsers is a more accurate measurement of how well your social media strategy is doing. Fortunately, there are plenty of free tools to measure your impact and influence in social media. For example, Google Analytics is a free service that supplies detailed information about visitors, like where they’re coming from (physically and online) and what they’re doing when they arrive.

If you want to get a strong sense of how social media can build advocacy ‘ but how it also requires deep analysis of cost, voice and measurement, check out the explosive advocacy around Old Spice. Yeah, your dad’s deodorant. A brand nearly written off by grocery retailers worldwide. In a last-stitched effort to capture youth attention, the brand launched a series of video responses by towel-clad Isaiah Mustafa that directly addressed casual users and celebrities alike. In this world of ‘Likes’ and proprietary analytics, Old Spice’s social media managers were able to look at the number of views each video had, the followers it generated, and immediately measure user behavior and sales on their site. In as little as a few months, marketing managers attained bottom-line results that reflected consumer understanding and the eventual retail action it informed. More importantly however, Old Spice is building a community of advocates that will follow and listen to the brand as it continues to evolve. They’re now listening’ what you tell them next is yet another chapter in the ever-evolving game of social media marketing.

I suggest that you do not fear the beast that is media pushed through social channels. Embrace and look at the next 6 months as an opportunity. An opportunity to gather fans, learn from their words, support them through social actions and grow your understanding of the market you’re trying so aggressively to own. Just think, organizations of all sizes and budgets can finally engage their audiences with real-time mass communication. I’ve dreamt about this very notion since my first days in the communication field. I was disappointed that press releases took weeks to grab media attention. I was frustrated that even the wealthiest brands had to write, produce and distribute print media campaigns to clarify false assumptions thrown into the public sphere. Today, it’s nowMedia. It’s in controlledMedia. It’s what we’ve always wanted: social media.

Social Media Today Web Seminar: Adding Value with Online Community: How to Leverage Community for Fun & Profit

Adding Value with Online Community: How to Leverage Community for Fun & Profit
Webinar December 18, 1 PM ET / 10 AM PT

Register now: http://bit.ly/7nM0AE
In the last two years, the business discussion around online community has evolved from ‘whether’ to ‘how’ and ‘for what purpose.’ No longer regarded as peripheral to communications and marketing strategy, it is seen as core to development of brand, product, and positive customer experience.

The issues arising around online community are now more specific, and reflect the tremendous growth in understanding of communities and the value derived from them. Companies and organizations are creating or sponsoring communities of purpose everywhere on the web. They can be long-lasting, or intended to convene only for a single specific purpose. They are built and exist on many platforms, offered by a growing variety of vendors.

The measures of success also vary, but there is also an evolving set of ‘best practices’ honed by leading researchers like Beeline Labs in its work with Deloitte. Increasingly, marketers are beginning to establish compelling case studies demonstrating significant ROI around communities for reducing costs, generating leads, and plain-old product sales.

In cooperation with Social Media Group, the leading boutique advertising agency for social media, Social Media Today is proud to present a live interactive webcast to explore these developments, the third in its series of discussions about the real events in the world of social media.This webinar is also an opportunity to introduce you to our new online community, The Social Customer, which is devoted to the discussion of this important topic and other aspects of customer service today. By registering for this webinar, you’ll automatically become a member of The Social Customer community.

We plan on delving into the following issues, as well as responding live to audience questions:

  • What are the various types of community and what are some of their reasons for being?
  • What makes an online community work?
  • How do you measure success? Operationally? Bottom-line?
  • What are the ways that communities fail?
  • What are the best platforms and technologies available?
  • How should you budget for costs?

Social Media Panel of Experts:
Maggie Fox (@maggiefox)
Rachel Happe (@rhappe)
Neil Beam
Francois Gossieaux

Media Sponsor

IIR USA’s Social Media & Community 2.0 Strategies
May 3-5, 2010 Boston World Trade Center and Seaport Hotel
Presenting Sponsors