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Measuring Value from Social Media

          Steve Latham
           Spur Digital
           January 2008
Outline
 Industry Trends
 Digital media landscape
 Why Social Media
 Barriers to Online Investment
 Metrics
 ROI analysis
 Case study




    2               © 2007 Spur Digital LP. All rights reserved.
Industry Trends
  Global online ad spend > $80 billion by 2011(1)
      $42 billion to be spent in U.S.
      Online = 11.4% of U.S. ad budget (up from 6.6% in 2006)

  2007 online video ad spending to exceed $650mm(2)
      $1.7 billion by 2009
      Video ads will be 8% of Internet ad spend (2.3% today)

  Media fragmentation is proliferating
      In 1966 5 mediums dominated
      In 1986 there were 12
      In 2006, 30+ mediums were defined

  “Prime-Time” has been replaced by “My Time”
      Consumers determine when and how to engage brands
      Advertisers must adapt to changing marketplace

(1) Piper Jaffrey & Co., February 2007“The User Revolution
(2) eMarketer 2006
        3                          © 2007 Spur Digital LP. All rights reserved.
Media Consumption is Changing
  Interactive now accounts for >30% of media time (1)
      TV = 35%, Radio = 12%, Print = 9%
      Gen Y (<26): 12 hours per week (vs. 10 hrs TV)(2)
      Gen X (27-40): 9 hours per week
  “Communitainment” is new model for internet usage
      Community, Communication and Entertainment
      Over 10 years, >50% of Internet usage will be “Communitainment”

  Social Media is the platform for communitainment
      Networking
      Interactive discussions
      Community

  User Generated Content is the medium
      Blogs / Discussions
      Photo sharing
      Video sharing
(1) Credit Suisse 2006
(2) MultiChannel News 2006
        4                       © 2007 Spur Digital LP. All rights reserved.
Today’s Media Landscape



   TV   Direct Mail        Radio                         Print       Mobile   Digital




                                       $$$
    5                 © 2007 Spur Digital LP. All rights reserved.
Digital Media Landscape
                        Video                     E-Mail
                                                House & 3rd                         Search
                       Display and                                                  Paid +
                                                Party email
    Display              Pre-roll                                                   Natural        Social
  Rich, Flash and                                                                               Networks, Blogs,
     Static Ads                                                                                  Photos, Videos




                       Portals
                                                                                                      Search
  Content
                                                                               Ad Networks

                    Social Networks

                                                                                    Affiliate          Co-Reg


                                                      $$$
     6                               © 2007 Spur Digital LP. All rights reserved.
Social Media Has Gone Mainstream
                 Internet Usage Increasingly Favors Social Media
   Watch Internet (streaming video)                                                                                        34%
   Buy or sell products from other consumers                                                                             31%
   Read a blog                                                                                                          29%
   Comment or forward online ad to someone                                                                             27%
   Submit a rating or review of a product or service.                                                                 26%
   Use social networking sites                                                                                       20%
   Publish a blog or personal journal                                                               10%
   Upload video you created to Internet                                                            7%
     % reflects all online users                           Source: Forrester’s NACTAS Q3 2006 Media & Marketing Online Survey


                                                                                                                     $2.5bn
                                                            Social networking revenue
 Social Networking is here to stay:
 • 34% watching video
 • 31% buying and selling online                                             $350mm
 • 26% submitting a rating
 • 7% uploading a video
                                                                           2006                               2010
                                                                                *Source: emarketer.com August 2006

      7                                 © 2007 Spur Digital LP. All rights reserved.
Trust in Peers Trumps All Other Sources
 Online Consumers Turn to Friends or Acquaintances for Information
        Opinion of friend or acquaintance using
                              product or service                                                      83%
  Review in newspaper, in a magazine, or on TV                                                        75%
    Information on the manufacturer’s Web site                                                    69%
                    A review by a known expert                                                    63%
           Consumer reviews on a retailer’s site                                                 60%
   Consumer reviews by users of a content site                                                  52%
   Information at online consumer opinion sites                                                 50%
      Online reviews by editors of content sites                                                49%
   Information in chat rooms discussion boards                                            37%
                  An online review by a blogger                                          30%

     Source: Forrester’s NACTAS Q3 2006 Media & Marketing Online Survey. *

       8                                  © 2007 Spur Digital LP. All rights reserved.
User Generated Video is Exploding

  User Generated Video
  • User-Generated Video made up
    47% of the total online video                                                 Users want to be
    market in the US in 2006
                                                                                  • Engaged
  • By 2010, 55% of all online video                                              • Educated
    content will be user-generated (44
                                                                                  • Entertained
    billion video streams)

  • Video sharing campaigns being
    utilized to engage customers
  Screen Digest January 15, 2007




     9                             © 2007 Spur Digital LP. All rights reserved.
So What’s the Problem???
 If Social Media is so great, why aren’t more brands
 and agencies using it?


         (beyond the issue of inappropriate content)




    10                 © 2007 Spur Digital LP. All rights reserved.
Barriers to Online Investment
 2007 McKinsey study of 410 marketing execs found
 the primary barriers to online investment were:
    52% insufficient metrics to measure impact
    41% Insufficient in-house capabilities
    33% Difficulty of convincing upper management
    24% Limited reach of digital tools
    18% insufficient capabilities at agency

 2 of the top 3 relate to ROI measurement
    Metrics
    Convincing upper management (Business Case)

 …which is why we are here today!

    11                © 2007 Spur Digital LP. All rights reserved.
Web 1.0 Metrics (sample dashboard)
                                                                                          Daily Downloads                                                                                                                                                                                                                                      Daily Visits
 1,000                                                                                                                                                                                                                                       6,000
   900
   800                                                                                                                                                                                                                                       5,000

   700
                                                                                                                                                                                                                                             4,000
   600
   500                                                                                                                                                                                                                                       3,000
   400
   300                                                                                                                                                                                                                                       2,000

   200
                                                                                                                                                                                                                                             1,000
   100
   -                                                                                                                                                                                                                                           -




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                   Daily and Cumulative Leads
                                                                                Cumulative Downloads                                                                                                                                                                                                                                    Cumulative Visits
 20,000                                                                                                                                                                                                                                      180,000
 18,000                                                                                                                                                                                                                                      160,000
 16,000
                                                                                                                                                                                                                                             140,000
 14,000
                                                                                                                                                                                                                                             120,000
 12,000
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 10,000
                                                                                                                                                                                                                                              80,000
  8,000
  6,000                                                                                                                                                                                                                                       60,000

  4,000                                                                                                                                                                                                                                       40,000

  2,000                                                                                                                                                                                                                                       20,000
       -                                                                                                                                                                                                                                           -
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                              Campaign Summary                                                                                                                                                              # Leads by Outlet
TOTAL TO DATE                                            Visits                       DLs                     Cost                     Cost / DL                                                                                                                                                                                                                                    Cost per Download
                                                                                                                                                                                                                                    Downloads by Outlet
                                                        127,942                       15,984                $ 87,780                  $      5.49
                                                                                                                                                                             7,000                                                                                                                                                  $12.00                                 Email
                                                                                                                                                                                                                           Email
                                                                                                                                                                             6,000
                                                                                                                                                                                                                                                                                                                                    $10.00
ACTIVE CAM PAIGNS
Media             Last                                     This                     $ / DL                     Total                     $ / DL                              5,000
                                                                                                                                                                                                                                            Banners                                                                                     $8.00
Outlet            Week                                     W eek                  This Wk                     To Date                   To Date                                                                                                                             Search
                                                                                                                                                                             4,000
List Vendor 1        371                                      363                 $ 14.91                        1,224                $       9.56
                                                                                                                                                                                                                                                                                                                                        $6.00
List Vendor 2         88                                       48                 $     2.00                     1,889                $       1.61                           3,000
CPA 1                335                                      168                 $     3.00                     1,796                $       1.65
                                                                                                                                                                                                                                                                                                                                        $4.00                                                           Banners
CPA 2              1,570                                      598                 $      -                       2,168                $       4.61                           2,000
Ad Vendor            359                                      104                 $     7.08                       463                $       6.09                                                                                                                                                                                                                                                                                  Search
Google               999                                      942                 $     1.90                     2,380                $       1.90                           1,000                                                                                                                                                      $2.00
Overture             206                                      155                 $     1.24                     1,314                $       1.24
AskJeeves             71                                       41                 $     3.80                       244                $       3.80                                  -                                                                                                                                                     $-
                                                                                                                                                                                                                                           Downloads                                                                                                                                           Cost Per Download




                                    12                                                                                                                                                  © 2007 Spur Digital LP. All rights reserved.
What Should We Measure for Web 2.0?
 What are the “right” metrics?
   Exposure to media and/or web site
         Impressions
         Clicks / Visits
         Page views
         Referrers / Sources
         New vs. Returning
         Frequency
   Level of Engagement
         Pages viewed per visit
         Time on site
         Reading blogs / Participating in discussions
         Viewing Videos or Photos
         Uploading content
         Telling friends
         Inquiries / Registrations
         Transactions
    13                         © 2007 Spur Digital LP. All rights reserved.
How Do We Value Engagement?
 Determine how ACTIONS                                INTENT
  Action                  Value
  Visits                  Shows brand engagment; can adjust based on PVs or Time on Site
  Registrants             People who join email list. Able to reach in future.
  Tell A Friend Actions   Recommendations are strongest indication of intent
  Coupon downloads        Shows interest in a specific offer
  Store locator clicks    Shows interest in finding a store



 Determine how INTENT                            REVENUE (or value)
    Will vary based on the action

 Apply formula across each set of actions

 Use common sense to normalize results



     14                            © 2007 Spur Digital LP. All rights reserved.
ROI Case Study
 Client: consumer retailer seeking to drive in-
 store purchases

 Insight: target audiences are heavy internet
 users who are into social networks

 Strategy: create a seasonal social networking
 site and market via online and offline media




   15             © 2007 Spur Digital LP. All rights reserved.
ROI Methodology
 Define the metrics that indicate intent

 Project conversion rates and expected value for
 each audience (and each action)
   Existing customers
   New customers

 Use rates and values to project expected
 revenue for each audience

 Normalize by averaging expected values
   16             © 2007 Spur Digital LP. All rights reserved.
ROI Analysis
Value Impact of Existing Customers
                                                         Est. Conv                 PV per
Existing Customers      Total        % of Total              %     Customers      customer       NPV
Visits                   50,000           100%                2.5%      1,250    $     100   $   125,000
Registrants              20,000            40%               25.0%      5,000    $     100   $   500,000
Tell A Friend Actions     2,500            10%               60.0%      1,500    $     100   $   150,000
Coupon downloads          7,500            15%               35.0%      2,625    $     100   $   262,500
Store locator clicks      2,500             5%               40.0%      1,000    $     100   $   100,000
Average                                                                                      $   227,500


Value Impact of New Customers
                                                                                   PV per
New Customers           Total        % of Total            Conv % Customers       customer       PV
Visits                   25,000           100%                2.5%       625     $     500   $   312,500
Registrants               5,000            20%               20.0%     1,000     $     500   $   500,000
Tell A Friend Actions     2,500            10%               30.0%       750     $     500   $   375,000
Coupon downloads          2,500            10%               28.0%       700     $     500   $   350,000
Store locator clicks      2,500            10%               32.0%       800     $     500   $   400,000
Average                                                                                      $   387,500




         17                       © 2007 Spur Digital LP. All rights reserved.
Sample ROI Analysis (continued)

Impact of New + Existing Customers
                                                                                                   PV per
 New + Existing                  Total                                              Customers    customer          PV
 Visits                           75,000                                                 1,875   $     233   $     437,500
 Contest Registrants              25,000                                                 6,000   $     167   $   1,000,000
 Tell A Friend Actions             5,000                                                 2,250   $     233   $     525,000
 Coupon downloads                 10,000                                                 3,325   $     184   $     612,500
 Store locator clicks              5,000                                                 1,800   $     278   $     500,000

 Average NPV                                                                                                 $    615,000
 Investment                                                                                                  $    150,000
 ROI*                                                                                                                410%

 *ROI Calculation does not account for:
  - Word of Mouth (Buzz)
  - PR value
                                                                       While the Direct ROI is
  - Internal recognition and exposure                                  compelling, it captures
  - Impact on Brand                                                    only part of the value
  - Value of User Generated Creative




         18                               © 2007 Spur Digital LP. All rights reserved.
Now What?
 Once you have a ROI model, build the business
 case
   Document the assumptions
   Show the expected economic impact
   Show your manager or client how it works

 Communicate your successes
   Internally
   Externally

 Continue to think about “what’s next”



   19                © 2007 Spur Digital LP. All rights reserved.
In Closing…
 We all know the value is there…
 …We just need to be able to show it

 There is no silver bullet to building a business case

 Success requires…
   Analytical rigor
   Creativity
   Common sense

 Today I’ve showed you one approach
   Many others exist – feel free to share!
   Email me steve@spurdigital.com

    20                © 2007 Spur Digital LP. All rights reserved.

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Social Metrics - The Search for ROI in Social Media

  • 1. Measuring Value from Social Media Steve Latham Spur Digital January 2008
  • 2. Outline Industry Trends Digital media landscape Why Social Media Barriers to Online Investment Metrics ROI analysis Case study 2 © 2007 Spur Digital LP. All rights reserved.
  • 3. Industry Trends Global online ad spend > $80 billion by 2011(1) $42 billion to be spent in U.S. Online = 11.4% of U.S. ad budget (up from 6.6% in 2006) 2007 online video ad spending to exceed $650mm(2) $1.7 billion by 2009 Video ads will be 8% of Internet ad spend (2.3% today) Media fragmentation is proliferating In 1966 5 mediums dominated In 1986 there were 12 In 2006, 30+ mediums were defined “Prime-Time” has been replaced by “My Time” Consumers determine when and how to engage brands Advertisers must adapt to changing marketplace (1) Piper Jaffrey & Co., February 2007“The User Revolution (2) eMarketer 2006 3 © 2007 Spur Digital LP. All rights reserved.
  • 4. Media Consumption is Changing Interactive now accounts for >30% of media time (1) TV = 35%, Radio = 12%, Print = 9% Gen Y (<26): 12 hours per week (vs. 10 hrs TV)(2) Gen X (27-40): 9 hours per week “Communitainment” is new model for internet usage Community, Communication and Entertainment Over 10 years, >50% of Internet usage will be “Communitainment” Social Media is the platform for communitainment Networking Interactive discussions Community User Generated Content is the medium Blogs / Discussions Photo sharing Video sharing (1) Credit Suisse 2006 (2) MultiChannel News 2006 4 © 2007 Spur Digital LP. All rights reserved.
  • 5. Today’s Media Landscape TV Direct Mail Radio Print Mobile Digital $$$ 5 © 2007 Spur Digital LP. All rights reserved.
  • 6. Digital Media Landscape Video E-Mail House & 3rd Search Display and Paid + Party email Display Pre-roll Natural Social Rich, Flash and Networks, Blogs, Static Ads Photos, Videos Portals Search Content Ad Networks Social Networks Affiliate Co-Reg $$$ 6 © 2007 Spur Digital LP. All rights reserved.
  • 7. Social Media Has Gone Mainstream Internet Usage Increasingly Favors Social Media Watch Internet (streaming video) 34% Buy or sell products from other consumers 31% Read a blog 29% Comment or forward online ad to someone 27% Submit a rating or review of a product or service. 26% Use social networking sites 20% Publish a blog or personal journal 10% Upload video you created to Internet 7% % reflects all online users Source: Forrester’s NACTAS Q3 2006 Media & Marketing Online Survey $2.5bn Social networking revenue Social Networking is here to stay: • 34% watching video • 31% buying and selling online $350mm • 26% submitting a rating • 7% uploading a video 2006 2010 *Source: emarketer.com August 2006 7 © 2007 Spur Digital LP. All rights reserved.
  • 8. Trust in Peers Trumps All Other Sources Online Consumers Turn to Friends or Acquaintances for Information Opinion of friend or acquaintance using product or service 83% Review in newspaper, in a magazine, or on TV 75% Information on the manufacturer’s Web site 69% A review by a known expert 63% Consumer reviews on a retailer’s site 60% Consumer reviews by users of a content site 52% Information at online consumer opinion sites 50% Online reviews by editors of content sites 49% Information in chat rooms discussion boards 37% An online review by a blogger 30% Source: Forrester’s NACTAS Q3 2006 Media & Marketing Online Survey. * 8 © 2007 Spur Digital LP. All rights reserved.
  • 9. User Generated Video is Exploding User Generated Video • User-Generated Video made up 47% of the total online video Users want to be market in the US in 2006 • Engaged • By 2010, 55% of all online video • Educated content will be user-generated (44 • Entertained billion video streams) • Video sharing campaigns being utilized to engage customers Screen Digest January 15, 2007 9 © 2007 Spur Digital LP. All rights reserved.
  • 10. So What’s the Problem??? If Social Media is so great, why aren’t more brands and agencies using it? (beyond the issue of inappropriate content) 10 © 2007 Spur Digital LP. All rights reserved.
  • 11. Barriers to Online Investment 2007 McKinsey study of 410 marketing execs found the primary barriers to online investment were: 52% insufficient metrics to measure impact 41% Insufficient in-house capabilities 33% Difficulty of convincing upper management 24% Limited reach of digital tools 18% insufficient capabilities at agency 2 of the top 3 relate to ROI measurement Metrics Convincing upper management (Business Case) …which is why we are here today! 11 © 2007 Spur Digital LP. All rights reserved.
  • 12. Web 1.0 Metrics (sample dashboard) Daily Downloads Daily Visits 1,000 6,000 900 800 5,000 700 4,000 600 500 3,000 400 300 2,000 200 1,000 100 - - /05 /05 /05 5 5 5 5 5 5 5 /05 /05 /05 5 5 5 5 5 5 5 05 05 05 5 5 5 5 5 5 5 05 05 05 05 05 05 05 05 05 05 0/ 0 3/ 0 6/ 0 9/ 0 2/ 0 5/ 0 8/ 0 2/ 0 5/ 0 8/ 0 1/ 0 4/ 0 7/ 0 0/ 0 /0 /0 /0 /0 /0 /0 /0 1/ 4/ 7/ 3/ 6/ 9/ 2/ 5/ 8/ 1/ 4/ 7/ 0/ 10 13 16 19 22 25 28 2/ 1 2/ 4 2/ 7 3/ 3 3/ 6 3/ 9 1 1 1 2 2 2 3 2/ 2/ 2/ 3/ 3/ 3/ 2/1 2/1 2/1 2/1 2/2 2/2 2/2 3/1 3/1 3/1 3/2 3/2 3/2 3/3 2/ 2/ 2/ 2/ 2/ 2/ 2/ 3/ 3/ 3/ 3/ 3/ 3/ 3/ Daily and Cumulative Leads Cumulative Downloads Cumulative Visits 20,000 180,000 18,000 160,000 16,000 140,000 14,000 120,000 12,000 100,000 10,000 80,000 8,000 6,000 60,000 4,000 40,000 2,000 20,000 - - 05 05 05 5 5 5 5 5 5 5 05 05 05 5 5 5 5 5 5 5 / 05 / 05 / 05 /05 /05 /05 /05 /05 /05 /05 / 05 / 05 / 05 /05 /05 /05 /05 /05 /05 /05 0/ 0 3/ 0 6/ 0 9/ 0 2/ 0 5/ 0 8/ 0 2/ 0 5/ 0 8/ 0 1/ 0 4/ 0 7/ 0 0/ 0 / / / / / / 2/ 1 2/ 4 2/ 7 3/ 3 3/ 6 3/ 9 2/1 2/4 2/7 0 3 6 9 2 5 8 3/3 3/6 3/9 2 5 8 1 4 7 0 Cost per Lead by Outlet 2/1 2/1 2/1 2/1 2/2 2/2 2/2 3/1 3/1 3/1 3/2 3/2 3/2 3/3 2/ 1 2/ 1 2/ 1 2/ 1 2/ 2 2/ 2 2/ 2 3/ 1 3/ 1 3/ 1 3/ 2 3/ 2 3/ 2 3/ 3 Campaign Summary # Leads by Outlet TOTAL TO DATE Visits DLs Cost Cost / DL Cost per Download Downloads by Outlet 127,942 15,984 $ 87,780 $ 5.49 7,000 $12.00 Email Email 6,000 $10.00 ACTIVE CAM PAIGNS Media Last This $ / DL Total $ / DL 5,000 Banners $8.00 Outlet Week W eek This Wk To Date To Date Search 4,000 List Vendor 1 371 363 $ 14.91 1,224 $ 9.56 $6.00 List Vendor 2 88 48 $ 2.00 1,889 $ 1.61 3,000 CPA 1 335 168 $ 3.00 1,796 $ 1.65 $4.00 Banners CPA 2 1,570 598 $ - 2,168 $ 4.61 2,000 Ad Vendor 359 104 $ 7.08 463 $ 6.09 Search Google 999 942 $ 1.90 2,380 $ 1.90 1,000 $2.00 Overture 206 155 $ 1.24 1,314 $ 1.24 AskJeeves 71 41 $ 3.80 244 $ 3.80 - $- Downloads Cost Per Download 12 © 2007 Spur Digital LP. All rights reserved.
  • 13. What Should We Measure for Web 2.0? What are the “right” metrics? Exposure to media and/or web site Impressions Clicks / Visits Page views Referrers / Sources New vs. Returning Frequency Level of Engagement Pages viewed per visit Time on site Reading blogs / Participating in discussions Viewing Videos or Photos Uploading content Telling friends Inquiries / Registrations Transactions 13 © 2007 Spur Digital LP. All rights reserved.
  • 14. How Do We Value Engagement? Determine how ACTIONS INTENT Action Value Visits Shows brand engagment; can adjust based on PVs or Time on Site Registrants People who join email list. Able to reach in future. Tell A Friend Actions Recommendations are strongest indication of intent Coupon downloads Shows interest in a specific offer Store locator clicks Shows interest in finding a store Determine how INTENT REVENUE (or value) Will vary based on the action Apply formula across each set of actions Use common sense to normalize results 14 © 2007 Spur Digital LP. All rights reserved.
  • 15. ROI Case Study Client: consumer retailer seeking to drive in- store purchases Insight: target audiences are heavy internet users who are into social networks Strategy: create a seasonal social networking site and market via online and offline media 15 © 2007 Spur Digital LP. All rights reserved.
  • 16. ROI Methodology Define the metrics that indicate intent Project conversion rates and expected value for each audience (and each action) Existing customers New customers Use rates and values to project expected revenue for each audience Normalize by averaging expected values 16 © 2007 Spur Digital LP. All rights reserved.
  • 17. ROI Analysis Value Impact of Existing Customers Est. Conv PV per Existing Customers Total % of Total % Customers customer NPV Visits 50,000 100% 2.5% 1,250 $ 100 $ 125,000 Registrants 20,000 40% 25.0% 5,000 $ 100 $ 500,000 Tell A Friend Actions 2,500 10% 60.0% 1,500 $ 100 $ 150,000 Coupon downloads 7,500 15% 35.0% 2,625 $ 100 $ 262,500 Store locator clicks 2,500 5% 40.0% 1,000 $ 100 $ 100,000 Average $ 227,500 Value Impact of New Customers PV per New Customers Total % of Total Conv % Customers customer PV Visits 25,000 100% 2.5% 625 $ 500 $ 312,500 Registrants 5,000 20% 20.0% 1,000 $ 500 $ 500,000 Tell A Friend Actions 2,500 10% 30.0% 750 $ 500 $ 375,000 Coupon downloads 2,500 10% 28.0% 700 $ 500 $ 350,000 Store locator clicks 2,500 10% 32.0% 800 $ 500 $ 400,000 Average $ 387,500 17 © 2007 Spur Digital LP. All rights reserved.
  • 18. Sample ROI Analysis (continued) Impact of New + Existing Customers PV per New + Existing Total Customers customer PV Visits 75,000 1,875 $ 233 $ 437,500 Contest Registrants 25,000 6,000 $ 167 $ 1,000,000 Tell A Friend Actions 5,000 2,250 $ 233 $ 525,000 Coupon downloads 10,000 3,325 $ 184 $ 612,500 Store locator clicks 5,000 1,800 $ 278 $ 500,000 Average NPV $ 615,000 Investment $ 150,000 ROI* 410% *ROI Calculation does not account for: - Word of Mouth (Buzz) - PR value While the Direct ROI is - Internal recognition and exposure compelling, it captures - Impact on Brand only part of the value - Value of User Generated Creative 18 © 2007 Spur Digital LP. All rights reserved.
  • 19. Now What? Once you have a ROI model, build the business case Document the assumptions Show the expected economic impact Show your manager or client how it works Communicate your successes Internally Externally Continue to think about “what’s next” 19 © 2007 Spur Digital LP. All rights reserved.
  • 20. In Closing… We all know the value is there… …We just need to be able to show it There is no silver bullet to building a business case Success requires… Analytical rigor Creativity Common sense Today I’ve showed you one approach Many others exist – feel free to share! Email me steve@spurdigital.com 20 © 2007 Spur Digital LP. All rights reserved.