I’ve been asked… a number of times, where can we see these videos that Kathy Herrmann and I wrote? We created them based on our thought leadership with the help and support of Salesforce.com and www.rebelunit.com (RSA) on the ROI of social media… so I thought I would post them here… so that you have access to them at any time!
Video 1: How Social Media Benefits the Whole Company
Video 2: How to Calculate The ROI of Social Media
Video 3: How To Build a Business Case For Social Customer
@drnatalie Learn. Share. Grow.
Very educational video. A must see for any executive IMO. I have noticed that corporations are beginning to “get it” but it is very early. From personal experience 😉 I know for sure that Orbitz is using social media for customer service to some degree. In general, consumer retail companies should be all over it. For example, the Facebook fan page should be a primary customer support tool. For most companies, it isn’t. I would argue that most companies don’t quite know what to do with it. Anyway, thanks for an awesome presentation!
Hi Rikard,
Thanks for writing! I am glad that the videos hit the spot.
You are right, a lot of executives don’t know what social media can mean to their business.
Hopefully with this type of education, we can change the world… even if it is by one video at a time!
@drnatalie
Learn. Share. Grow!
These are well put together Natalie and the approach is simple but not oversimplified. Nice art skills handwriting displayed on the videos. Our http://www.yourcover.com company has successfully employed some of your suggestions and I will share with the team to have them take an always needed refresher course.
Hi Mark!
thanks for reaching out! I am glad that the videos hit the spot. And it’s wonderful to hear that your company has actually implemented some of these ideas. We actually built the models from interviewing dozens upon dozens of companies. From those information interviews we were able to see patterns and draw some unifying models. We then went back to the people we had interviewed and did a round of clarifying interviews – meaning we asked, “Is this representative of what you saw?” And we got very good feedback!
Please keep me posted on what your team is doing! Sounds like you have a wonderful crew that really gets it!
@drnatalie Learn. Share. Grow.
Amazing Videos!
What is so great about them is their ROTI (Return On Time Investment).
ROTI is calculated by the benefits viewing the video can bring to the company, minus the time it takes to view the videos, divided by 100 (to express in percentages):
Benefits: Huge ROI – 6 Minutes per video
_______________________ = A MUST VIEW FOR EVERY C SUITE EXEC!
100
A great educational tool!
Hi Natalie,
I really liked your videos on ROI – really the only fundamental purpose for any activity. I agree with your overall calculations and have used similar models myself in the past.
I do have one question regarding the “% of deflections” factor (video 2 above). I have seen 10% referenced in various sources in the past but as yet I have never seen the evidence to back the 10% assumption up (it seems a little to “off the top of my head”)
This factor is so crucial to the overall ROI calculation what I would be interested to get your thoughts on its validity or if you are aware of any solid sources for its validity.
regards
Shea
Thanks Guy! Appreciate your support! I am glad they hit the spot!
Pls forward them to any executives you know. Love to get their feedback!
natalie
Hi Shea,
Thanks for the thoughts!! The 10% comes from people who have communities and observed what happened in them.
It’s hard to tell because even though communities have put mechanisms in to measure that, not everyone responds.
For instance, you may have seen the note that says… “Did this post help you?
What community managers are hoping is that people will give that feedback. Most people read the post and don’t say whether it helped or not.
Its an estimate and most community managers have seen such large drops in call volumes, that we think its actually higher than 10%, but we use 10% as a “more than reasonable” percentage! did that help!?
Dr. Natalie,
I have been a measurement professional for over five years and found your explanation both light hearted but more so, spot on. In this age of generational learning, your explanation can be incredibly helpful in breaking through to executives who might still see all types of social media as fad-ish or intangible to “true” business impact or ROI. I’d like to discuss this further with you…..
Hi Tom!
Thanks for the comments! I am really happy to hear that the info was helpful!
You can reach me at 310-910-1524. If I don’t pick up, its because I am on a call.
Pls leave a message and I’ll call you back!