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

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 ...

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)

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

    • Social Media ROI : How to measure it to drive your strategy? ISPO Snow Ice & Rock Summit January 28th, 2014 – München, Germany
    • @SWiTCHAgency Marketing and digital communications agency for mountain destinations and action sports brands in Europe and North America
    • 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
    • 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)
    • 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...
    • 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: Megève (0,5%) < Chamonix (19,6%) Source : FanPage Karma, Nov. 2013
    • 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 the people will provide for you. » Matt Goulart (Founder of Webstarcontent.com)
    • 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
    • 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
    • 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 Longest event ever achieved in the outdoor industy +220 Videos on Mammut’s YouTube Channel Source : https://www.facebook.com/Mammut, 2012
    • 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
    • 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)
    • CONCLUSION « Saying hello doesn’t have an ROI. It’s about building relationships » Gary Vaynerchuck, founder of Wine Library TV  
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