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Social Media and the
ROI Debate
Japman Bajaj
Co‐Founder, VP Finance and Operations
Soshal Group Inc.
@Japman_Bajaj, Japman.Bajaj@SoshalGroup.com
About Us
• Soshal Group
• Ottawa‐based
• Three pillars:
• Intelligence
• Strategy
• Media
• Objective‐focussed firm
Japman Bajaj VP Finance and Operations japman.bajaj@soshalgroup.com
About Me
• Japman Bajaj
• 2010 Youth Social
Entrepreneur of the
Year
• Co‐Founder #GenYOTT
• Co‐Founder and VP
Soshal Group
Japman Bajaj VP Finance and Operations japman.bajaj@soshalgroup.com
Not A Pitch ... But...
• We are different
• Not your typical group of 20‐somethings
• We don’t really *like* social media...
• It’s not just about media!
Japman Bajaj VP Finance and Operations japman.bajaj@soshalgroup.com
We’re Different
• Human beings are Social By Nature
• We increasingly choose
• Connectivity over Solitude
• Sharing over Privacy
• Websites over Books
• We like our new power to share and we use it willingly
• It’s not just about the “media”
Japman Bajaj VP Finance and Operations japman.bajaj@soshalgroup.com
We’re Different
• Traditional marketers don’t always get it
• Likes and Followers don’t always mean anything
• Having 1,000,000 fans is great, but then what?
• Most marketers have beginning and end points
Japman Bajaj VP Finance and Operations japman.bajaj@soshalgroup.com
We’re Different
• We do things differently... So what?
• Debunk some myths
• It’s not just marketing
• There is ROI in Social Media
Japman Bajaj VP Finance and Operations japman.bajaj@soshalgroup.com
Soshal Group
• What we’re doing today
• What is “Social Media”
• Start thinking about it a bit differently
• Let’s talk numbers – the ROI
• Case studies
Japman Bajaj VP Finance and Operations japman.bajaj@soshalgroup.com
What is Social Media?
Is it:
a) one of the most hated terms in business?
b) a new fad that only people under 30 seem to understand?
c) a productivity killing, time wasting, resource sucking “tool”?
d) unchartered territory… where few men have gone before?
e) all of the above?
Japman Bajaj VP Finance and Operations japman.bajaj@soshalgroup.com
What is Social Media?
Is it:
a) A revolutionary marketing tool?
b) An element of a greater societal shift towards sharing
and openness?
c) A set of technological developments and
tools/platforms that can help companies reach
stakeholders?
d) A business mindset that, if properly and responsibly
adopted, can improve operational efficiencies,
marketing initiatives, recruitment strategies, and
internal communication?
e) All of the above
Japman Bajaj VP Finance and Operations japman.bajaj@soshalgroup.com
What is Social Media
• Well.. Let’s get rid of that last word
• What is “Social”
• Sharing
• Engaging
• Inclusive
• Insightful
• Interesting
Japman Bajaj VP Finance and Operations japman.bajaj@soshalgroup.com
ROI – Return on Investment
• ROI – Return on Investment
• The amount earned, expressed as a percentage, from a given
amount of invested capital.
• In simple terms... Return is “what we get back.”
Japman Bajaj VP Finance and Operations japman.bajaj@soshalgroup.com
ROI – Return on Investment
• There’s a problem with the way we look at ROI
• ROI has to be contextual
• ROI has to have a defined goal
• ROI has to be compared using a baseline
Japman Bajaj VP Finance and Operations japman.bajaj@soshalgroup.com
ROI – Return on Investment
• The reality is
• Nothing is more measurable than web and social
• Nothing gives you more insights about behaviour
• No existing marketing vehicle does this
P.S: There’s another ROI you may not have thought about
Japman Bajaj VP Finance and Operations japman.bajaj@soshalgroup.com
ROI – Risk of Ignorance
• Soshal Group has identified this new ROI
• Risk of Ignorance
• We can (and should) critically look at social media
• Ignoring it is not smart
Japman Bajaj VP Finance and Operations japman.bajaj@soshalgroup.com
Case Studies
• Social Media helps your bottom line
• Research conducted by Forrester
• In 2008, during economic recession
• Top 100 brands according to BusinessWeek
• Measured on their social media presences
What was the result?
Japman Bajaj VP Finance and Operations japman.bajaj@soshalgroup.com
Case Studies
• Social Media for Sales
• Dell Computers
• Set up a Twitter account
• Used it to sell refurbished computers
What was the result?
Japman Bajaj VP Finance and Operations japman.bajaj@soshalgroup.com
Case Studies
• Social Media for Marketing
• Major Real Estate developer
• New condo development
• Wanted to spread awareness
• Set up Twitter and Facebook pages
• Had a specific target audience
What was the result?
Japman Bajaj VP Finance and Operations japman.bajaj@soshalgroup.com
Case Studies
• Social Media for Associations
• Currently in the process
• An association with roughly 100 member companies
• Developing a direct‐to‐consumer link
• Product development
• Enhanced marketing
What will the results look like?
Japman Bajaj VP Finance and Operations japman.bajaj@soshalgroup.com
Case Studies
• Social Media for Recruitment
• Carleton University
• Academic, but the principles are similar
• High turnover
• Archaic recruitment process
• Need to find new ways to engage high schools
What were the results?
Japman Bajaj VP Finance and Operations japman.bajaj@soshalgroup.com
Case Studies
• Social Media for Intelligence
• Government department
• Organizers of a significant event
• Measured the comments, sentiment, and feedback
• Thirty days of insights and data
What were the results?
Japman Bajaj VP Finance and Operations japman.bajaj@soshalgroup.com
Propositions
• Social Media in International Trade
• BRIC countries represent the largest users of social media
• LinkedIn has penetrated worldwide
• Relationships in business vs. Relationships in life
• Relationships, Recruitment, (cultural) Realities
• The implications for North American companies
Japman Bajaj VP Finance and Operations japman.bajaj@soshalgroup.com
Q&A
• Please don’t throw raw vegetables
• I left my catching mitt at home.
Japman Bajaj
Japman.bajaj@soshalgroup.com
@japman_bajaj
@soshalgroup
Japman Bajaj VP Finance and Operations japman.bajaj@soshalgroup.com
