Session III Notes - Top Down RoI

Volumes

Outcome	Application	Example
Awareness	Content Distribution / Seeding with key influencers	Blogger Outreach eg Penguin giving books to bloggers
	SEO/SMO Benefits - Blogs, Content Distribution, Presence	Ford Focus SM Pic
	Open new channels to people	WineLibrary
	Enable sharing & discovery	Facilitate use of Stumbleupon, Del.icio.us
Acquisition	Usefulness / Being Helpful as a means of attracting attention	TopShop FashionFix
	Member Get Member referrals, Vouchers etc via SM	Thresher, GAP
Advocacy	Usefulness / Being Helpful in purchasing decisions
	- Recommendation / Ratings / Reviews	Bazaarvoice
	Building Brand Ambassadors (Recognition of Audience as people)
Action	Aggregated Buying discounts
	Loyalty based benefits

Churn

Outcome	Application	Example
Pick up Signs of Churn	Social Media generates high volume of customer data that can be analysed for signs of defection	BT Labs software
	Social Media increases number of listening channels – more data, customer feels more valued	Blog, Twitter, Facebook etc
Pre-Empting Churn	Enables peer meeting places	Chinwag online / offline
	Distributed Customer Services, “always on” – more “moments of truth” with customer	Updates to me wherever I am
	Q&A / P2P problem solving	Eg Forums
	Offsite Customer Service	Eg Comcast listening on Twitter
	Advocates	PSP launch, Zappos
Increasing Lifecycle	Access to real people in multiple environments – creates trust	Social spaces, twittering
	Rewards and Karma based on contributions	Rate (E Europe, pay to give karma)
Involvement in solving issues	Co-Creation	Lego, Dell Mindstorm
	Fix it with your fellows