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Designing and Measuring Return on Engagement
 

Designing and Measuring Return on Engagement

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Numbers don't convert to Return on Engagement (ROE), so what does? This presentation reviews all as your social media strategy and activities for the highest ROE, based on the latest research. The ...

Numbers don't convert to Return on Engagement (ROE), so what does? This presentation reviews all as your social media strategy and activities for the highest ROE, based on the latest research. The presentation also covers an approach to ROE measurement.

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  • http://www.communityorganizer20.com/2009/10/23/the-case-of-the-4000-twitter-followers-who-dont-care/
  • Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site
  • Contributors = 80 more people talking than the engage set. Participators = 60 more than the engage set. Creators = 170 moreSocial media activity generated 2.5 times more conversations amongst creators than the engage set. http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
  • Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site
  • Name 5 people who love your organization online. Now. Why do those names come up for you? do you know what they’ve done for you? What they could do? How have you personally engaged them? http://www.flickr.com/photos/350org/3940562095/in/set-72157622455212282
  • Relationship is Indicative of True LoyaltyAnother key reason why relationship is important for business is that it can be predictive of customer retention and loyalty. Customers who have a stronger relationship with a brand tend to be more loyal.The single most predictive factor that determines who will influence who, is the strength of their relationship (i.e. tie strength). The stronger the tie strength, the greater the influence between them.http://lithosphere.lithium.com/t5/Building-Community-the-Platform/My-Chapter-on-Relationships-The-R-in-Social-CRM/ba-p/19024From the comScore Power of Like report, July 2011: for every Fan, there are an additional 34 Friends of Fans that can be reached (with significant variance among brands). This multiplier grows even larger as we look beyond the top 100 brand pages (81x on average among the top 1,000 Fan pages).
  • The notion of tie strength was first introduced in 1973 by Prof. Mark Granovetter in his seminal work: The Strength of Weak Ties. He identified four different components of tie strength. Time, Intensity, Trust, Reciprocity of four components.Trust and reciprocity are the two components that companies can leverage effectively for building a stronger customer relationship.
  • The notion of tie strength was first introduced in 1973 by Prof. Mark Granovetter in his seminal work: The Strength of Weak Ties. He identified four different components of tie strength. Trust and reciprocity are the two components that companies can leverage effectively for building a stronger customer relationship.Further reading: http://lithosphere.lithium.com/t5/Building-Community-the-Platform/My-Chapter-on-Relationships-The-R-in-Social-CRM/ba-p/19024
  • Brands can build trust by being more transparent and authentic, and they can increase reciprocity by implementing co-creation strategies.http://lithosphere.lithium.com/t5/Building-Community-the-Platform/My-Chapter-on-Relationships-The-R-in-Social-CRM/ba-p/19024
  • Let them help you by letting them help other customers and reward them properly. This will create a cycle of reciprocity can sustain itself. Aside from the added benefit of reducing support cost, implementing a co-creation strategy is one of is the most effective way to increase reciprocity between your brand and your customers.
  • Let them help you by letting them help other customers and reward them properly. This will create a cycle of reciprocity can sustain itself. Aside from the added benefit of reducing support cost, implementing a co-creation strategy is one of is the most effective way to increase reciprocity between your brand and your customers.
  • Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site
  • Lilypad event – engages superfans IRL. Event takes online engagement further to that space of trust and engagement. Establishes the cause’s commitment to the fans, and trust amongst fans.
  • Lilypad event – engages superfans IRL. Event takes online engagement further to that space of trust and engagement. Establishes the cause’s commitment to the fans, and trust amongst fans.
  • Lilypad event – engages superfans IRL. Event takes online engagement further to that space of trust and engagement. Establishes the cause’s commitment to the fans, and trust amongst fans.
  • http://www.flickr.com/photos/51035614344@N01/5483454646/
  • How do you know it is working? Take time to ID what is working, getting participation level. Be willing to change measures and weights if need be
  • .
  • Trust, reciprocity, engagement, participation, fans, and superfans in the Blue Key Tweetathon June 11, 201133% of the Blue Key Champions at the time participated in the Tweetathon (13 participants, out of approximately 35/36 Champions)
  • http://www.flickr.com/photos/moriza/2565606353/

Designing and Measuring Return on Engagement Designing and Measuring Return on Engagement Presentation Transcript