During my interactions with various organizations and people, I realized that while many people do agree that social media is powerful and should be used for marketing; lot of them are concerned about the ROI and the measurement of the same. This made me choose “Social Media ROI – Why, What and How?” as the topic for the speaker session.
As a first step, we need to acknowledge that social media a combination of psychology, sociology and technology. So while defining the social media strategy for your company/ brand, you need to be extremely cautious about ALL these aspects.
- Define Goal
- Identify Tools
- Decide Approach
- Southwest Airlines: Southwest Airlines attributes more than $1 million in additional ticket sales to its presence on Twitter.
- Marriott: Marriott has made more than $5 million in bookings from people who clicked through to the reservation page from Marriott's blog.
- Dell: Dell Outlet made more than $6.5M sale through its Twitter presence.
- Lenevo: Lenovo attributed a 20% reduction in call center activity to use of a community website for answers.
- Naked Pizza: 68.60% of total dollar sales for Naked Pizza came from customers who said they are “calling from twitter”.
- Blendtec: Increased sales 5x by running the humorous "Will it Blend" Videos on YouTube.
- Starbucks: Generated lot of new product ideas by asking users what want from Starbucks.
- TurboTax: TurboTax started a Twitter campaign to respond and answer questions during key tax season. This helped them in establishing themselves as experts in their field whom the users could trust for opinion.
- Kogi Korean BBQ: Uses Twitter to let the customers know where the truck was and when it would be in their neighborhood. This made the customers happy and of course more number of customers for Kogi.
- Comcast: Provides customer support on Twitter which has got it more satisfied customers who are happy to receive instant online support
- Home Depot: Appreciates technical support employees on Twitter - Whoever provides the support through support tags the tweet with his/ her name. Customers love this because they exactly know who is supporting them and the employees’ moral is boosted with such public appreciation!