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Does the buzz measure up?. Measuring social media ROI in Africa Joe Otin | PAMRO 2012. A closer look at social media Global ROI reviews Local ROI review A way forward.

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Does the buzz measure up

Does the buzz measure up?

Measuring social media ROI in Africa

Joe Otin | PAMRO 2012

Does the buzz measure up

  • A closer look at social media

  • Global ROI reviews

  • Local ROI review

  • A way forward

Does the buzz measure up

In the year 2012, social media became one of the most powerful sources for news updates through platforms like Twitter and Facebook

What s the point

What’s the point?

  • If you can’t measure it, don’t do it

  • Commercial goals – profitability & growth

  • Investment decisions based on priorities

  • Deepening internet, social media use on the African continent

Does the buzz measure up

“It is therefore reasonable to say that Social Media represent a revolutionary new trend that should be of interest to companies operating in online space – or any other space for that matter”

Kaplan & Haenlein

Social media defined

Social Media defined

  • Social media is a group of internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content.

6 types of social media

6 types of Social Media

  • Collaborative projects (e.g. Wikipedia)

  • Blogs and microblogs(e.g. Tumblr, Twitter)

  • Social networking sites (e.g. Facebook)

  • Content communities (e.g. Youtube, Pinterest)

  • Virtual game worlds (e.g. World of Warcraft)

  • Virtual social worlds (e.g. Second Life)

The common factor: prosumers – users who create the goods that they collectively consume

Does the buzz measure up

“Trying to measure social media ROI is like trying to measure the ROI of my mother”

Gary Vaynerchuk

Social tools offer 1tr opportunity

Social tools offer $1tr opportunity

  • $345 bn – Product development

  • $500 bn – consumer insights to social commerce and customer care

  • $230 bn – better internal collaboration and "matching talent to tasks“

    • Social tools for internal communication could free up 7% to 8% of the working week

Firms with lots of "knowledge workers", relying on strong reputation and recognition scores among consumers, distributing products using digital systems and providing "experiences" or "inspiration" stand to benefit most – McKinsey Global Institute

The socially engaged enterprise

The Socially Engaged Enterprise

  • Gets 4 times greater business impact

  • 3-5% is the average rate of return on social engagement

  • Greatest impact top 2

    • marketing & sales effectiveness

    • increased sales & market share

  • Define social media as

    • online listening

    • blogging

    • building relationships with online influencers

  • Benchmarks and key performance indicators will be top approaches for measurement

The socially engaged enterprise1

The Socially Engaged Enterprise

Exceptional Business Value Return

Limited to

No Business Returns

Low Social Engagement Presence

Limited Social Engagement Presence

Extensive Social Engagement Presence

Commercial engagement focus

Commercial engagement focus

  • Developing new products based on listening

  • Empowering new employees

  • Building relationships with influencers

  • Responding to criticism quickly

  • Leadership champions social media

  • Using social media to drive demand and sales



  • Social media tracking

  • Internet usage data

  • F2F establishment surveys

  • Online surveys

  • Qualitative studies

Social media case study

Social media case study

  • Safaricom

  • CEO led

  • Major investments in CRM

  • Less queries to call center

  • Faster response on Twitter, slower on Facebook

The most socially devoted companies according to social bakers

The most “socially-devoted” companies, according to Social Bakers



  • Crowd sourcing

  • Online performance of various offerings and properties

  • Database development

  • Consumer buzz

  • Strengthening of market dominance

  • Enhancement of CRM experience

  • Engagement with other publishers and their social network influence

  • Cross media influence

  • Implementation of effective social marketing programs

  • ROI comparisons between earned and paid online media

  • Effective recruitment

Traditional media metrics

Traditional media metrics

  • Reach, rating points

  • Exposure

  • Publicity index

  • Share of voice

  • Communication health tracker

  • Brand health tracker

Proposed way forward for pamro

Proposed way forward for PAMRO

  • Social media measurement task force

  • Standard questionnaire

  • Build case studies

  • Deepen internet & social media use in Africa

Old spice case study

Old Spice case study

  • 22. Old Spice Responses Case Study.mp4

Thank you

Thank you


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