TURNING

CONVERSATIONS
INTO CAPITAL

Patrick Gladney
social currency ™
THE ROI QUESTION IS STANDING IN SOCIAL MEDIA’S PATH
Investment Return

SOCIAL MEDIA IS NOT THE FIRST MEDIUM

BEING CHALLENGED TO PROVE ITS WORTH
MEASURE AGAINST OBJECTIVES

ADVOCACY HAS VALUE

PEOPLE DRIVE THE PROCESS

 Customer Experience
High
Value-Add Product Innovation

Consumer Segmentation

Brand Health

Sentiment Analysis

Online Word-of-Mouth

Low Crisis Communications

Value-Add
Brand Monitoring

Tactical Strategic

THE VALUE OF SOCIAL MEDIA INCREASES

WHEN EXAMINED IN A HOLISTIC MANNER
Source: Adapted from Forrester Research
 OBJECTIVE

KPI KPI KPI

HOW YOU MEASURE STEMS FROM

WHAT YOU ARE TRYING TO ACHIEVE
 Increased Customer Satisfaction
SUPPORT Reduced Call Centre Volume
New revenue streams

New product sales

INNOVATION Improved marketing efficiency
Share of voice / sentiment

Online promoter score

ADVOCACY Influence potential
Stated purchase intent

SOCIAL MEDIA CAN MAKE A MEASUREABLE CONTRIBUTION TO

CORE OBJECTIVES RELEVANT TO ANY BUSINESS
 Increased Customer Satisfaction
SUPPORT Reduced Call Centre Volume
New revenue streams

CROWDSERVICE CREATES VALUE

FOR BOTH CUSTOMERS AND BRANDS
 New product sales
INNOVATION Improved marketing efficiency
Share of voice / sentiment

OPEN CLOSED

INNOVATIVE IDEAS CAN COME FROM LISTENING TO

OPEN OR CLOSED COMMUNITIES OF BRAND ENTHUSIASTS
 Online promoter score
ADVOCACY Influence potential
Stated purchase intent

Obama 2009 Approval Index

Inauguration Increase troop levels
Somali Pirates Beer Summit In Afghanistan
80
70
60
50
40
30
20
10
0
Mar 2-8

May 4-

July 6-

Nov 9-
Feb 9-15
Jan 19-

Mar 23-

Oct 19-
July 27-

Dec 21-
May 25-

Nov 30-
June 15-

Sep 7-

Sep 28-
Apr 13-

Aug 17-

Dec 6
Aug 2

Oct 4
10

12

13

15
19
25

29

25
23

27
31

21

Gallup Approval Rating Postive Sentiment Score

THERE IS AN ESTABLISHED LINK BETWEEN

ONLINE AND OFFLINE ADVOCACY
 Online promoter score
ADVOCACY Influence potential
Stated purchase intent

“A 12% increase in Net “An x% increase in

Promoter Score Online Promoter Score
correlates to a doubling correlates to an X of
of growth.” growth.”

OFFLINE ONLINE

EACH INDUSTRY MUST ASCERTAIN THE DISCOUNT THAT APPLIES

TO THE WEAK TIES THAT CHARACTERIZE SOCIAL MEDIA
 THERE IS NO SUBSTITUTE FOR HUMAN JUDGEMENT
WHEN ANALYZING DATA – ESPECIALLY SOCIAL MEDIA
MEASURE AGAINST OBJECTIVES

ADVOCACY HAS VALUE

PEOPLE DRIVE THE PROCESS

 THANK YOU

pgladney@nsresearch.com
@pgladney

™
social currency