Social Media ROI : How to measure it to drive
your strategy?

ISPO Snow Ice & Rock Summit
January 28th, 2014 – München, Ge...
@SWiTCHAgency

Marketing
and digital communications agency
for mountain destinations
and action sports brands
in Europe an...
CASE STUDY #1

+1.5 MILLION VIEWS
Public humiliation
è A change of priorities in
the communication strategy
for Comcast.
...
TRUTH #1 : NO DIRECT EFFECT!

Social media has NO DIRECT EFFECT on sales,
but it can help...
What is at stake?
§  Brand a...
TRUTH #2 : ENGAGEMENT, ENGAGEMENT, ENGAGEMENT

What is the point of having

A MILLION OF FANS
If they are not proactive?
CASE STUDY #2

HOW MANY FANS ON FACEBOOK:

Megève = Chamonix x 4

ENGAGED FANS:
Megève x 8 = Chamonix
ENGAGEMENT RATE:

Me...
TRUTH #3 : TARGETING & TRACKING

To have the best engagement rate you must

TARGET YOUR ACTIONS
and

TRACK THE RESULTS!
FOCUS: HOW TO TARGET & TRACK?
How to get more social engagement? #1

How to get more social engagement? #2
STUDY RESULTS: TARGETING & TRACKING

Source : Social Intelligence Rapport – Adobe – 2013
CASE STUDY #3
TRUTH #4 : QUALITY vs QUANTITY

Source : Emmanuel Vivier
TRUTH #5 : CHOOSE THE RIGHT TOOLS!

Google Analytics

Tweetreach

Crowdbooster
TRUTH #6 : ADOPT THE RIGHT METRICS!

« Social media is about
PEOPLE!
Not about your business.
Provide for the people
and t...
TRUTH #7 : ADAPT YOUR METRICS!
	
  

The metrics
in correlation with consumer cycle…

1. ACQUISITION
2. ENGAGEMENT

websit...
TRUTH #8 : BRAND CONTENT IS KING!

How to optimize your ROI and boost your consumer cycle:	
  
WITH A RELEVANT COMMUNITY M...
HOW TO PRODUCE ORIGINAL AND
GENUINE BRAND CONTENT?

Source : Social Intelligence Rapport – Adobe – Q3 2013
HOW TO OPTIMIZE YOUR POST AND
YOUR ENGAGEMENT RATE? #1
HOW TO OPTIMIZE YOUR POST AND
YOUR ENGAGEMENT RATE? #2

Source : Social Intelligence Rapport – Adobe – Q3 2013
TRUTH #9 : MAKE IT REAL!

Mix real life and
virtual life…

…in a fun way!

Need for meaning

Trend: " gamification "
CASE STUDY #4

MAMMUT 150th Anniversary

+129K

+1M

10 755

#1

Fans on Facebook

Followers on Twitter

Views on YouTube
...
CONCLUSION

Measure what you
know:

« YES »

§  Yes, calculate how much
your Facebook / Twitter/
etc. community
managemen...
CONCLUSION

THE R.O.I IS DEAD,
LONG LIVE TO THE
R.O.E!

« NO »

§  No, there is no magic
formula for calculating
Social M...
CONCLUSION

« Saying hello doesn’t have an ROI.
It’s about building relationships »
Gary Vaynerchuck, founder of Wine Libr...
EUROPE

	
   	
  
	
  

Parc des Glaisins
13 Rue du Pré Paillard
74940 Annecy-le-Vieux
France

AMERIQUE DU NORD

CANADA

1...
Social Media R.O.I : How to measure it to drive your strategy?
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Social Media R.O.I : How to measure it to drive your strategy?

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Learn how to evaluate your return on investment on social media, the most useful tools to monitor your actions and how to drive your strategy online to develop your business whether you are a big brand or a small retailer.
Presentation at ISPO Snow Ice & Rock Summit 2014 (January 28th, 2014)

Published in: Social Media, Business, Technology
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Social Media R.O.I : How to measure it to drive your strategy?

  1. 1. Social Media ROI : How to measure it to drive your strategy? ISPO Snow Ice & Rock Summit January 28th, 2014 – München, Germany
  2. 2. @SWiTCHAgency Marketing and digital communications agency for mountain destinations and action sports brands in Europe and North America
  3. 3. CASE STUDY #1 +1.5 MILLION VIEWS Public humiliation è A change of priorities in the communication strategy for Comcast. Now: LEADER OF THE CUSTOMER SERVICE ON TWITTER
  4. 4. R.O.I vs R.O.N.I « We don’t have a choice in whether we do social media, the question is HOW well we do it » Erik Qualman (Author of Socialnomics)
  5. 5. TRUTH #1 : NO DIRECT EFFECT! Social media has NO DIRECT EFFECT on sales, but it can help... What is at stake? §  Brand awareness and exposure §  Engaged and loyal community §  Improvement of SEO and traffic to your website §  Reputation improvement over the long term And, as a result, sales boost...
  6. 6. TRUTH #2 : ENGAGEMENT, ENGAGEMENT, ENGAGEMENT What is the point of having A MILLION OF FANS If they are not proactive?
  7. 7. CASE STUDY #2 HOW MANY FANS ON FACEBOOK: Megève = Chamonix x 4 ENGAGED FANS: Megève x 8 = Chamonix ENGAGEMENT RATE: Megève (0,5%) < Chamonix (19,6%) Source : FanPage Karma, Nov. 2013
  8. 8. TRUTH #3 : TARGETING & TRACKING To have the best engagement rate you must TARGET YOUR ACTIONS and TRACK THE RESULTS!
  9. 9. FOCUS: HOW TO TARGET & TRACK? How to get more social engagement? #1 How to get more social engagement? #2
  10. 10. STUDY RESULTS: TARGETING & TRACKING Source : Social Intelligence Rapport – Adobe – 2013
  11. 11. CASE STUDY #3
  12. 12. TRUTH #4 : QUALITY vs QUANTITY Source : Emmanuel Vivier
  13. 13. TRUTH #5 : CHOOSE THE RIGHT TOOLS! Google Analytics Tweetreach Crowdbooster
  14. 14. TRUTH #6 : ADOPT THE RIGHT METRICS! « Social media is about PEOPLE! Not about your business. Provide for the people and the people will provide for you. » Matt Goulart (Founder of Webstarcontent.com)
  15. 15. TRUTH #7 : ADAPT YOUR METRICS!   The metrics in correlation with consumer cycle… 1. ACQUISITION 2. ENGAGEMENT website or social media brand page visit, bounce rate, etc. First visit satisfaction, "like", subscription to a newsletter, etc. 3. RETENTION 4. RECOMMENDATION 5. INCOME – Final Stage where the user becomes profitable Source : Emmanuel Vivier Regular visits to a website, subscription to RSS feed, etc. To at least one friend
  16. 16. TRUTH #8 : BRAND CONTENT IS KING! How to optimize your ROI and boost your consumer cycle:   WITH A RELEVANT COMMUNITY MANAGEMENT 1. Storytelling 2. High value-added content 3. Call-To-Action
  17. 17. HOW TO PRODUCE ORIGINAL AND GENUINE BRAND CONTENT? Source : Social Intelligence Rapport – Adobe – Q3 2013
  18. 18. HOW TO OPTIMIZE YOUR POST AND YOUR ENGAGEMENT RATE? #1
  19. 19. HOW TO OPTIMIZE YOUR POST AND YOUR ENGAGEMENT RATE? #2 Source : Social Intelligence Rapport – Adobe – Q3 2013
  20. 20. TRUTH #9 : MAKE IT REAL! Mix real life and virtual life… …in a fun way! Need for meaning Trend: " gamification "
  21. 21. CASE STUDY #4 MAMMUT 150th Anniversary +129K +1M 10 755 #1 Fans on Facebook Followers on Twitter Views on YouTube Longest event ever achieved in the outdoor industy +220 Videos on Mammut’s YouTube Channel Source : https://www.facebook.com/Mammut, 2012
  22. 22. CONCLUSION Measure what you know: « YES » §  Yes, calculate how much your Facebook / Twitter/ etc. community management costs you (time, cost of tools, etc.); §  Yes, calculate your R.O.A.S* And OPTIMIZE! *R.O.A.S. = Return On Advertising Spending
  23. 23. CONCLUSION THE R.O.I IS DEAD, LONG LIVE TO THE R.O.E! « NO » §  No, there is no magic formula for calculating Social Media R.O.I; §  No, you should not expect a return on investment. (Sorry… L)
  24. 24. CONCLUSION « Saying hello doesn’t have an ROI. It’s about building relationships » Gary Vaynerchuck, founder of Wine Library TV  
  25. 25. EUROPE       Parc des Glaisins 13 Rue du Pré Paillard 74940 Annecy-le-Vieux France AMERIQUE DU NORD CANADA 1060 Tiger Tail Dr Riverside CA 92506 USA 1029 Rue Longpré Mascouche, QC J7K 2X6 Canada Tel. + 33 (0) 450 275 349 Cell. + 33 (0) 675 705 859 info@switchconsulting.fr www.switchconsulting.fr Suivez-nous sur

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