The Greatest Question Since the Meaning of Life:

What is the ROI of Social Media?

Name: C. Edward BriceAge: Over 40Use Social Media: Yes

I am NOT a Social Media

Expert

Social Media

Or Has Social Media Jumped the Shark?

Ashton Kutcher posts shot of Demi on Twitter

What is Social Media?

“Social media is like teen sex. Everyone wants to do it. Nobody knows how. When

it’s finally done there is a surprise that it’s not better.”

- Avonash Kaushik – Analytics Evangelist, Google

Social Media

Social Media is as Old as The

Hills

George The Medieval Blacksmith

FRICTION

FRICTIONLESS Internet

Social Media is Frictionless Conversation in a Connected

Environment

Conversation Desired Traits:Honesty

OpennessEngaging

InterestingRelevantListening

Why Marketers MUSTUtilize Social Media

The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work. -McKinsey Quarterly

FUTURELAB

Future of Media: Digital & Universally Accessible

Global Mobile TV / Offline The Cloud

Anytime - Any Place - Any Tools- Millions of Channels

FUTURELAB

200,000,000 blogs

1.5 million residents

“The workers should

appropriate the means of

production”

>100,000,000 videos(65,000/day)

www.ebay.com 21 Nov 200614,463,346 auctions

Almost 4,000,000 articles(10 languages)

33,347,000 profiles

FUTURELAB

(cc) Lynette Webb, 2006

FUTURELAB

Monitoring & Measuring Social Media-Agent Wildfire 2009

...of consumers don’t believe that companies tell the truth in advertisements -Yankelowich

76%

FUTURELAB

THERE IS STILL ONE TRUSTED MEDIUMLEFT IN THE WORLD

MY FRIENDS – THEIR FRIENDS – and ALL THOSE WE COLLECTIVELY RESPECT

FUTURELAB

B2B Purchase Influences

Source Enquiro Inc 2008

33%

61%55%

51%

2003 2004 2005 2006

A person like yourself or a peer

Harvard Business ReviewWhen forming an opinion of a company, how credible would the information be from … • 7% increase in word of

mouth unlocks 1% additional company growth

• 2% reduction in negative word of mouth boosts sales growth by 1%

• For the average company,1% increase in word of mouth advocacy equated to $16M extra sales

The words they write, speak, film

The Stories They Tell

RADIO, TV, PRINT, EVENTS, ARE NICE, YET IN MY REALITY

MY ECOSYSTEM IS THE BRAND

Consumers are beginning in a very real sense to own our brands and participate in their creation… We need to begin to learn to let go.

- A.G. Lafley, CEO and Chairman of P&G

FUTURELAB

“Businesses that don't implement Web 2.0 tools will

stay behind”

Darko Herlick, Gartner VP and CIO

“There is only one thing in the

world worse than being

talked about, and that is not being talked

about.”..Oscar Wilde

ROI of Social Media

TraditionalROI

Social Media

THE BIGBANG

“What do you want to measure – the “social” or the “media”?

- David Alston of Radian6

SocialMedia

Business ValueIncrease In RevenueDecrease In Costs

Objectives:• Reach• Awareness• Coverage• Continuity

Measures:• # of visitors• # of page views• Time on site• Conversions

• Leads/Subscriptions/Sponsorships

Objectives:• Loyalty• Advocacy• Trust• Influence• Engagement

Measures:• Sentiment • Comments • Feedback • Mentions • Readership

Monitoring & Measuring Social Media-Agent Wildfire 2009

Sales & Leads are Nice

But They Are NOT The Objectives

Warning, Warning.

Conversations are NOT About ROI

Social Media is Conversational

Conversations are About VALUE

Ed’s Social Media Value Goals

BrandSEO

Thought Leadership

AdvocacyInfluence

Evangelism

SentimentServiceInsight

IdeationFeedback

Collaboration

Awareness Engagement Listening Innovation

Ed’s Social Media Value Goals

Val

ue

Cre

ated

TimeAwareness

Engagement

Liste

ning

Innovation

Ed’s Social Media Value Goals

Success KPIs

Page views Replies SuggestionsComments Inbound Links ComplaintsFriends Press mentions TrafficFollowers Referrals Embedded contentRegistrations Posts Syndication

BrandSEO

Thought Leadership

AdvocacyInfluence

Evangelism

SentimentServiceInsight

IdeationFeedback

CollaborationEvangelism

Awareness Engagement Listening Innovation

Awareness

2009 Social Media ROI-Egg Co.

Engagement

Goals: • Share information about

company & products• Start a dialogue between

company and customers

KPI : • # of customer comments

Results:• 100 people commenting on

the blog each month• Equivalent to gaining

customer insight from a focus group

Value: Equivalent to running a focus group every month at the cost of $15,000 a month, or $180,000 a year.

Forrester 2009

Innovation

2009 Social Media ROI-Egg Co.

Our Story

Lumension’s History

Founded in 1991

Market-leading patch management

First cross-platform and application

patch management solution

Enterprise-class vulnerability

management

First credentialed based vulnerability

scanner

Acquired: Feb ‘07

Market-leading device and

application control

First to introduce whitelistin

g / patented

file “shadowi

ng” technolog

y

Acquired: July ‘07

Established: Sept ‘07

Acquired: April ‘09

Compliance and Risk Management.

Delivering predefined compliance and

control frameworks

Facebook

iTunes

YouTube Twitter

Community

Blog

Our Social Value Matrix

Awareness Engagement Listening Innovation

Value Goals Improve SEOExtend our Brand through leadership

Dialogue & with our ecosystemInfluence the Influencers

MonitorSentiment

Elicit feedbackCo-innovate

SuccessKPIs

MentionsReferring linksNew visitorsOrganic RankingsSyndication

Build channels# Blog comments# Twitter Engagements

Build channels# Engagement# of issues addressed

Build Community# of Customer members# of content uploads

Tools/Channels PRWebBlogTwitterFacebookYouTubeiTunes

BlogLinkedInTwitterFacebook FlickrYouTube

TwitterBlog

CommunityBlog

Value Drivers Cost of advertisingCost of SEO & PPC

User groupsEventsAnalyst meetings

Customer service costsCompetitive intelligence

Development bandwidthUser group events

Lumension’s Optimal Security Blog

Objectives:

• Improve SEO

• Garner more press coverage

• Drive thought leadership

• Launched Q4 ‘08

Direct Blog Impact on Press

Lumension YouTube Channel

Objectives:

• Increase awareness

• Improve SEO

• Drive thought leadership

• Syndicate our rich media

• Position thought leaders

Lumension YouTube Channel

• Launched June 2008

• Video Views - 16,132

• Branded Channel Views - 5,840

• Subscribers - 46• Favorites Lists - 8• Syndicated – over

60

Lumension Connect Customer Community

Objectives:

• Garner more insight from customers

• Connect

• Collaborate

• Share best practices

• Co-innovate

Community

• Launched July 30th (select invitations)

• Visitor Commitment 8.57 pages avg. per visit

11.24% of visitors viewed more than 20 pages

8:50 avg. time on site 24.5% bounce rate ~8 visits per day Content Garden

Launched:Q3 08Following: 1100Followers:803

Twitter Reach

Total Impression opportunity: 2250MValue/impression:$.10

Value:$225,000Cost to Lumension: $0

Listening: The Good

Integrated Syndicated Approach

Hot Topics

Agency

PR Web

Blog

Twitter

Key Lessons Learned

Decide if You Want To Have a Conversation

Understand Your Personas

LISA AUDIT MANAGERBIG REGULATED, INC.

JACK DIR/MNGR INFO SECBig REGULATED, INC.

CHUCKCISO/VP INFO SECBIG REGULATED, INC.

Reads industry blogsMember of online professional communitySocially Facebooks

Active BloggerActive TwittererMember of online professional community Engaged in online forumsSocially Facebooks

Reads industry publications & business pressAttends industry eventsFacebooks to keep in touch with Grandchildren

Content is King

Think Like a Publisher

Don’t Forget about Your Website

Social Media Doesn’t Scale…

It’s a Commitment

Thank YouBlog: marketinggimbal.com

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