Social Media measurement and ROI

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Session 3 from Polaris Equity Execellence Day of Social Media

Session 3 from Polaris Equity Execellence Day of Social Media

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  • 1. Measurement and ROI Image: Kliverap / SXCWednesday, November 14, 12
  • 2. Wednesday, November 14, 12
  • 3. Wednesday, November 14, 12
  • 4. Wednesday, November 14, 12
  • 5. Social media always starts with... Photo: isamizdatl/Flickr listeningWednesday, November 14, 12
  • 6. Wednesday, November 14, 12
  • 7. Twitter rumour = Market cap - 15MSEKWednesday, November 14, 12
  • 8. Twitter rumour = Market cap - 15MSEK in 2 hoursWednesday, November 14, 12
  • 9. Wednesday, November 14, 12
  • 10. Wednesday, November 14, 12
  • 11. Wednesday, November 14, 12
  • 12. Wednesday, November 14, 12
  • 13. Wednesday, November 14, 12
  • 14. How to handle comments & opinionsWednesday, November 14, 12
  • 15. BEDÖMA Bloggpost Har någon sett en bloggpost om vår organisation? Är den positiv? JA NEJ Möjlighet att Rättshaverister VÄRDERA SVARA förstärka Är det en post av en person som verkar arg och oseriös, kanske lite Du kan förstärka vrickad? posten med en Bevaka positiv kommentar, Låt posten vara ett tack för NEJ JA okommenterad men uppmärksamheten bevaka i fall andra eller en väl kommentarer. Ideologer genomtänkt Är det en person med en annan faktabaserad ideologisk/politisk ståndpunkt, ex.vis kommentar. Eller bara vegan? låta den vara. Vill du svara? NEJ Rätta felaktig fakta Vilseledd Rätta felaktig fakta i en öppen NEJ JA Är det felaktiga eller missuppfattade JA och ödmjuk kommentar. Länka fakta i bloggposten? gärna till oberoende information (se vidare nedan) NEJ Låt stå Förklara Låt posten vara Kommentera på ett lugnande okommenterad Rädd konsument och ödmjukt sätt med - gör inget. Är skribenten en konsument rädd för JA förklaringar och konkreta fakta. sjukdomar, att bli tjock eller liknande? Länka gärna till oberoende information (se vidare nedan) NEJ JA SVARA Dela med dig Slutvärdering Var öppen och generös. Dela gärna Avgör slutligen ditt svar beroende på med dig av kompletterande nuvarande förutsättningar, bloggens information (se nedan). Länka gärna influens och läsarnas prominens. till posten i andra relevanta forum. Kommer du att svara? JA JA NÄR DU SVARAR Källor Tidsaspekt Prioritera Transparens Hänvisa till dina Ton Svara i första hand Svara så snart som Var öppen med att källor genom att Var vänlig, personlig på de bloggar som möjligt, men ta dig du jobbar hos inkludera länkar, och ödmjuk när du är mest inflytelserika tid att skriva ett väl Svensk Mjölk. video, bilder eller kommenterar. inom Svensk Mjölks genomtänkt svar. andra referenser. område.Wednesday, November 14, 12
  • 16. Source: MDGadvertising.comWednesday, November 14, 12
  • 17. Wednesday, November 14, 12
  • 18. ROIWednesday, November 14, 12
  • 19. ROI increased reputation through engagement i.e. social media, communityWednesday, November 14, 12
  • 20. ROI increased reputation retention through through engagement involvement i.e. i.e. social media, customer service communityWednesday, November 14, 12
  • 21. ROI increased reputation retention leads through through through engagement involvement authority i.e. i.e. & trust social media, customer service i.e. social media, community community, pressWednesday, November 14, 12
  • 22. ROI increased reputation retention leads direct sales through through through through engagement involvement authority user i.e. i.e. & trust experience social media, customer service i.e. social media, i.e. community community, press social media > ecommerceWednesday, November 14, 12
  • 23. Wednesday, November 14, 12
  • 24. 2-3 deals a week from social media reputationWednesday, November 14, 12
  • 25. Role Metrics Specific data (examples) Business Business Revenue, reputation, Executives metrics customer satisfaction Business Social Media Share of voice, Resonation, Stakeholders Analytics WOM, Response, Insights Social Media Engagement Clicks, Fans, Followers, Managers Data RTs, Likes, Views Källa: Jeremiah OwyangWednesday, November 14, 12
  • 26. Metric examples - blogWednesday, November 14, 12
  • 27. Metric examples - FBWednesday, November 14, 12
  • 28. Metric examples - FB Engagement = talking about thisWednesday, November 14, 12
  • 29. Niched channels are essential Niched channels are essential. Consumers SMEs Enterprise FB page FB page Twitter YouTube Blog Blog News letter Newsletter Bloggers Press Employees Social newsroom Social newsroom Closed FB group Twitter Twitter Internal blog Blog PR Flickr Open FB YouTube recruiting page Flickr YouTubeWednesday, November 14, 12
  • 30. Conversion Offline TV, radio, billboards, ads, DM, press, spons... Online articles Linked online banners, spons, netzines Recommendations Twitter, Facebook, blog, 4sq, etc Active need, i.e. searchWednesday, November 14, 12
  • 31. Google Analytics + goals = conversionWednesday, November 14, 12
  • 32. [ conversion funnel ] 10 000 visitors to your site 100% Total no of visitors 60% Visits the e-shop 30% Starts purchase 54 purchases! 3% Finishes purchase NOTE! The numbers are examples!Wednesday, November 14, 12
  • 33. Wednesday, November 14, 12
  • 34. What’s a “like”worth? And WHAT is it we like? Bild: Steel Wool/FlickrWednesday, November 14, 12
  • 35. Analysis of 1.3 million posts of the 10 000 most liked FB pages. What’s a “like”worth? And WHAT is it we like? Bild: Steel Wool/FlickrWednesday, November 14, 12
  • 36. How Edgerank worksWednesday, November 14, 12
  • 37. Type of post Source: Mashable, *SocialMouths.comWednesday, November 14, 12
  • 38. Type of post Source: Mashable, *SocialMouths.comWednesday, November 14, 12
  • 39. Type of post Source: Mashable, *SocialMouths.comWednesday, November 14, 12
  • 40. Type of post Source: Mashable, *SocialMouths.comWednesday, November 14, 12
  • 41. Type of post Posts with images get 39% more interaction than average * Source: Mashable, *SocialMouths.comWednesday, November 14, 12
  • 42. Length Very short or very long posts get many “likes”, while long posts get more “shares”. Source: MashableWednesday, November 14, 12
  • 43. “I”, “I”, “I”... Source: MashableWednesday, November 14, 12
  • 44. Neutral is boring! Source: MashableWednesday, November 14, 12
  • 45. Weekend and evenings... Source: MashableWednesday, November 14, 12
  • 46. A warning wordWednesday, November 14, 12
  • 47. Source: *SocialMouths.comWednesday, November 14, 12
  • 48. 92 % of industry professionals have aquired a customer through Facebook. Source: *SocialMouths.comWednesday, November 14, 12
  • 49. Source: *SocialMouths.comWednesday, November 14, 12
  • 50. Iterate! Photo: philentropist /FlickrWednesday, November 14, 12
  • 51. Take aways Text Be very specific which problem you are trying to solve with social media Measure ALL marketing and media channels Track your conversion Iterate, iterate, iterareWednesday, November 14, 12
  • 52. Thanks for listening! Disruptive Media helps business leaders and marketers to succeed in a fast changing world. annika Annika Lidne annika@disruptivemedia.se +46 (0)70 435 05 45Wednesday, November 14, 12