social media roi workshop return on investment


I recently delivered a social media ROI workshop for the University of Central Florida Nicholson School of communication. The workshop covered the basics of developing a social media strategy, determining social media goals and objectives and how to measure return on investment.

Below is the deck I used. You can also view it on slideshare here-> Social Media ROI Workshop

Key highlights:

  • Know the difference between social media and social business. They are not the same.
  • Stop dancing around and start dancing with ROI. Don't be afraid of achieving and measuring results!
  • Set goals, objectives and a detailed plan to get there.
  • Know what you want to measure before you waste time analyzing and selecting tools and technology.
  • Select tools based upon the Key Performance Indicators (KPIs) you want to measure.
  • KPIs help measure desired business transformation.
  • Business goals and objectives define where you are going and why.
  • Know what social business shifts you want to make in your business and why.
  • Know your audience. Know what they need and want.
  • Align your social media efforts to the business goals and objectives where social can have the most positive impact.
  • The top two reasons people fail at ever seeing results with social media is they are 1) Unprepared and 2) Impatient.
  • Tap into the power of community. Partner and leverage other people's content and other people's community. It's about the OPC baby!
  • Earn and ignite loyal brand advocates and influencers to help you amplify and validate your message.
  • Empower internal employees to be your greatest brand evangelists and positive voice in the social ecosystem.
  • Humanize your brand and business. Throw out the old ways of doing business and embrace new media, technologies and processes.
  • Most marketing leaders are focusing on the wrong things such as influence scores and vanity metrics versus aligning social to business goals and needs of audience.
  • Without strategy you will likely never achieve a positive ROI. Take time to slow down to speed up.
  • Focus on outcomes. It's not what technology can do for you but what you can do with the technology.
  • Familiarize yourself with Geoffrey Moore's Technology Adoption lifecycle. Knowing where you are in lifecycle of adoption of social technologies will help tremendously in gaining support from key executives and stakeholders.

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