Making an ROI Case for Social Media

Every day that goes by, I hear someone talking about the value of social media. Many say that we don’t need to measure it’s results because it should be based on customer engagement. We agree! Many say that for me to plan and budget my marketing dollars, I need to justify the ROI. We agree! Others may say that you need to do it regardless of the ROI because if you are not communicating with your customers then someone else is. We agree!

Here is what we think is a better way to quantify the value:

Your typical customer spends $10,000 with you annually. If you business operates on a 10% margin then over the next 5 years this customer is worth $5,000. So each new customer could represent $5,000 in business.

Let’s say the Twitter has 1,000 monthly visitors to your website and 50 of them convert to customers. That represents $250,000 in monthly value. If it takes 50 tweets to get 1,000 visitors then each tweet is worth $5,000.

Let’s look at it in terms of labor cost. A full time social media expert is $100,000 annually, if you can trace 20 new customers to this persons efforts, then they have paid for themselves.

The big picture is to understand the value of your customers, put measurement tools in place to track your customers and conversions.

Many people are looking for an easy way to attract customers on social media. There is no silver bullet! It does take time and effort but doesn’t everything that’s important.

Do you need to quantify your social media or determine the best strategy for your business? Hadfield Communications will get you engaged with your customers.

What are people using their mobile device for?

Hadfield Communications has determined that 10% -15% of our customers traffic is coming from a mobile devices. The largest opportunity to reach Hispanic consumers is with a mobile enabled website or a text messaging strategy. This segment is also growing rapidly.

Marketers Working Toward Social, Search Integration

While the majority of B-to-B marketers are now using social media as part of their marketing efforts, they are still exploring how to integrate social with search and measured results, according to an exclusive study by BtoB and The study, “The Impact of Social Media Search” was based on an online survey of 464 b-to-b marketers conducted July 1-16th. The survey was designed to explore how marketers are integrating social media with search marketing and discovered what types of measurable impact each channel is having on the other. Among the key findings: More than half of those surveyed list “improved search results” as a top goal for social media marketing.

Social Marketing Budgets Up
The survey found that 29% of marketers plan to boost their budgets for social media this year, and 56% plan to provide additional resources for social media. When asked how much of their online marketing budget will go toward social media this year, 35% said 1%-5%; 21% said 6% – 10%; 8% said 11% – 15%.

Paul Dunay, Global Managing Director at Avaya Inc said 15% of his online marketing budget will go to social media. Dunay said “I believe that many companies use social media incorrectly. They are constantly asking about ROI, which is an indication to me that they are taking a one-way, let’s communicate and build a fan base approach. Our approach is to better connect with our existing customers.”

For more information about how a social media strategy will work for your company. Find us on facebook at: hadfield communications.


What does the Hispanic Mobile Market Look Like?

Hispanic adults lead all other groups in wireless Internet access,according to the Pew Internet & American Life Project. The population of Hispanic mobile phone users skews younger than the Hispanic Internet population and has decidedly more males than the general Hispanic population. Hispanics cannot imagine daily life without their mobile phones and credit the technology with strengthening relationships and keeping them connected to their social world,not just friends and family. Although most do not buy products online, they use their mobiles in store aisles to check prices, inventory and which competitor may have an out-of-stock item that they want.

Marketers who are just turning to mobile will find a market well ahead of them. SMS, location-based services and QR codes offer huge opportunities to reach this audience. Once these mobile users are reached, marketers need to connect and engage with them, if they want to get a call back.

US Hispanic Mobile Phone Users, by Age, Q1 2010
(millions and % of total)

  • 13-17 1.64 (10.8%)
  • 18-24 3.38 (22.3%)
  • 25-34 4.31 (28.4%)
  • 35-44 2.81 (18.5%)
  • 45-54 1.86 (12.3%)
  • 55-64 0.65 (4.3%)
  • 65+ 0.51 (3.4%)

Note: total=15.15 million; numbers may not add up to total due to rounding
Source: comScore, provided to eMarketer, May 12, 2010

20 Social Media Statistics You Need to Know

At Hadfield Communications, we value information and look for trends in the ever-changing landscape of our world of media. We thought you may find these updated statistics about the world of Social Media helpful. Enjoy!

  • Facebook customer satisfaction is in the bottom 5% of all private sector along w/ IRS tax e-filing, airlines and cable companies. (Source)
  • More than 60% of moms said they would provide info about themselves to a trusted brand if it meant more personalized content. (Source)
  • The 5 “most valuable” types of online influencers are: Megaphone, Open Book, Social Butterfly, Business First, and Enthusiast. (Source)
  • According to Morgan Stanley, within 5 years global Internet consumption on mobile devices will surpass the same activity on PCs.
  • Over the past 2 years, social web use in the workplace has risen from 19% to 24% in the U.S., UK, Germany and Japan. (Source)
  • Millennial generation will lead society into a new world of personal disclosure and information-sharing using new media. (Source)
  • More than 25% of Americans 50 yrs + stay connected using Facebook, MySpace and Twitter. (Source)
  • The average Facebook user creates 70 pieces of content each month. (Source)
  • People spend over 500 billion minutes per month on Facebook (Source)
  • 12% of experts and 14% of the general public think the Internet has been a negative force
  • 1 in 3 smartphone owners has called or stopped into a local business after using local search app (Source)
  • “Twitter is even more widely used this year with 41% of publications running a feed” (Source)
  • 57.9% of moms Twitter from their cell phone, iPhone, Blackberry or smartphone. (Source)
  • The Internet is redefining our social relationships. (Source)
  • Almost two-thirds of people are happy to pay for quality journalism but not online, according to a YouGov survey. (Source)
  • Nearly 3 in 4 people worldwide who use Internet have visited a social network or blog and spend on avg 6 hours a month on them (Source)
  • 68% of global consumers act upon email they receive on a mobile device while using a desktop PC (Source)
  • Social Media Up 230% Since 2007 [Information Week]
  • The most common friendship distance on Twitter is five steps. (The average distance is 4.67 steps) [Sysomos]
  • 34% of Americans report they “tune out” social networking sites, 39% attribute to rude discourse and behavior [Weber Shandwick]

What can a CRM do for your Business?

If you are interested in a demonstration or ready to customize Sugar for your business, contact Todd Gregory at Hadfield Communications,, 713-501-1116.

The Power of Social Media

This is a great video that shows the power of social media and how it can change your business.

The power of social media

If you are interested in finding out how it can work for your business. Contact Hadfield Communications for a free evaluation. Phone Todd Gregory at 713-501-1116 or email him at


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