James Wisdom@wisdom

Social Media ROI

WH

AT

PA

SS

ED

FO

R S

UC

CE

SS

WH

AT

PA

SS

ED

FO

R S

UC

CE

SS

WH

AT

PA

SS

ED

FO

R S

UC

CE

SS

WH

AT

PA

SS

ED

FO

R S

UC

CE

SS

•

–

•

•

•

CA

N W

E M

EA

SU

RE

?

•

–

•

•

•

CA

N W

E M

EA

SU

RE

?

•

–

•

•

•

CA

N W

E M

EA

SU

RE

?

•

–

•

•

•

CA

N W

E M

EA

SU

RE

?

•

–C

AN

WE

ME

AS

UR

E?

•

–C

AN

WE

ME

AS

UR

E?

•

–C

AN

WE

ME

AS

UR

E?

•

–C

AN

WE

ME

AS

UR

E?

–

–

YE

S W

E C

AN

ME

AS

UR

E B

Y P

UR

PO

SE

UG

C C

AM

PA

IGN

Earned Impression * CPM + Cost of Digital Assets created

Money Spent on the Campaign

MO

NIT

OR

ING

Pre-churn customer to loyal one

MO

NIT

OR

ING

Compliance Related issues –Avoiding DOI regulatory fines and penalties for incompliant ads

MO

NIT

OR

ING

Compliance Related issues –Avoiding DOI regulatory fines and penalties for incompliant ads

Savings = # of Policyholders retained * Annual Premium + DOI fines avoided

DIR

EC

T S

ALE

S

http://www.aflac.com/individuals/default.aspx?WT.mc_id=SM+2011_B2C_FB_T_Jan_18_ B2C+Testimonial+Video+Link&WT.mc_ev=social

Campaign Id added to the Url

Calculate revenue generated through FB posts / Tweets can be tracked through tagging all the urls that send traffic to Aflac.com

BR

AN

D T

RA

CK

ER

24%

19%

7%

58%

45% 45% 45%49%

35%

29%

11%

74%

62%

56%58%

62%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Consideration Commitment Conviction Brand Salience Brand Empathy Brand Involvement

Brand Integrity Brand Persuasion

Prospective Customers