Social Media ROI, by Mediawave
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Social Media ROI, by Mediawave

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Social Media ROI, by Mediawave Social Media ROI, by Mediawave Presentation Transcript

  • 17 Social Media ROI Make all your effort count
  • BackgroundSocial Media is new emerging media, with interactive andconnecting characteristic. Many brands already use socialmedia is a new touch poin for customer.They are ready to invest more to optimize their socialmedia asset. And like other investment, the next big thingis ROI (Return of Investment)
  • Objective To set the metrics for social media campaign To make understandable and achieveable goals for Brand and Agency Make sure every efforts can be monitor, analyze and improve Everything should comparable with competitor and industry
  • Social Media Metrics
  • ReachReach is the maximum number of audience is exposed to ourmessage.Example calculation:@ XYZ tweeted a message to its 1000 followers .The message got retweeted in 2 times by @ ABC (1700followers) and @ DEF (followers 500).Then the reach of that message is: 1000 + 1700 + 500 = 3200
  • EngagementEngagement is the amount obtained by the interaction of amessage. On Twitter, this interaction may be a reply, retweet,click to link, favorite. On Facebook, the interaction can be likeand comment.Example calculation:@ XYZ tweeted a message to 1000 followers.That message got replied 3 times and 30 times retweeted.So the engagement is 3 + 30 = 33
  • Share of Voice SoV shows the number of mentions of a brand in social media mentions compared to the total industry (brand and competitors) Earned Media Share Brand Negative Neutral Positive Total # brand mention / # total industry mentionBrand A 4906 13705 7125 25736 29,32%Brand B 3752 10342 5119 19213 21,89%Brand C 4783 10535 4454 19772 22,53%Brand D 1047 4822 1449 7318 8,34%Brand E 4584 7243 3905 15732 17,92%Grand Total 19072 46647 22052 87771 100,00%
  • Share of NetizenSoN displays the number of unique users who have mentioned the brandin social media as compared with the total unique user industry (brandand competitors) Share of netizen Brand Unique User # brand unique user / # industry unique userBrand A 13705 29,38%Brand B 10342 22,17%Brand C 10535 22,58%Brand D 4822 10,34%Brand E 7243 15,53%
  • Share of MediaShare of Media is similar to Share of Voice, the distribution is calculatedbased only on the media. Mapping the brand based on a number of socialmedia conversation. Share of Forum Share of Twitter Share of Facebook Faceboo # brand mention / # # brand mention / # # brand mention / # Brand Forum Twitter k total industry total industry total industry mention mention mentionBrand A 4906 13705 7125 25,72% 29,37% 32,31%Brand B 3752 10342 5119 19,67% 22,16% 23,21%Brand C 4783 10535 4454 25,08% 22,57% 20,20%Brand D 1047 4822 1449 5,49% 10,33% 6,57%Brand E 4584 7243 3905 24,03% 15,52% 17,71%
  • Media DistributionDisplays the distribution of media used by the user when the conversationabout the brand and the industry.The output obtained is spread in accordance with the distribution of socialmedia conversations. Assist decision making in the conduct media planning. Media Distribution Media Negative Neutral Positive Total # media - # all mediaTwitter 4906 13705 7125 25736 29,32%Facebook 3752 10342 5119 19213 21,89%Forum 4783 10535 4454 19772 22,53%Youtube 1047 4822 1449 7318 8,34%Online News 4584 7243 3905 15732 17,92%
  • Share Of CategoryShare of Category is similar to Share of Voice, only calculated based on thedistribution in a category. For example in the banking industry, monitoringcan be divided based on deposits, loans, ATM card, credit cards, etc.Brand can find the strength and weaknesses of competitors in social media indetail. Share of ATM Share of Credit Card Share of Saving Credit Brand ATM Saving # brand mention / # # brand mention / # # brand mention / # Card total industry total industry total industry mention mention mentionBrand A 4906 13705 7125 25,72% 29,37% 32,31%Brand B 3752 10342 5119 19,67% 22,16% 23,21%Brand C 4783 10535 4454 25,08% 22,57% 20,20%Brand D 1047 4822 1449 5,49% 10,33% 6,57%Brand E 4584 7243 3905 24,03% 15,52% 17,71%
  • Share Of Influencer Measure influencers who are aware of the brand compared to the total industry influencers. Influencer is a person who has the authority as well as influential and trusted by their environment to talk about the brand and our industry. The more influencers are talking positively about a brand, the better the publics perception of the brand. Share of Influencer Brand Influencer # brand influencer / # industry influencerBrand A 1370 29,38%Brand B 1034 22,17%Brand C 1053 22,58%Brand D 482 10,34%Brand E 724 15,53%
  • Share Of SentimentMeasure the percentage of positive sentiment, neutral and negative of a brand.Sentiment can be shared by the media and categories.Brand can compare its sentiment with the industry average sentiment Brand Negative Neutral PositiveBrand A 4906 13705 7125Brand B 3752 10342 5119Brand C 4783 10535 4454Brand D 1047 4822 1449Brand E 4584 7243 3905
  • Net Sentiment Net Sentiment (NS) is the net value of sentiment: the opinions and feelings of consumers expressed in social media, to a brand in the world of social media. There are 2 (two) way of calculating Net Sentiment (NS), namely:• NS 1 = Total positive mention + Total neutral mention - Total negative mention• NS 2 = Total positive mention - Total negative mention NS1 NS2 Brand Negative Neutral Positive # positive + # netral - % # positive - # negative negativeBrand A 4906 13705 7125 15.294 2219Brand B 3752 10342 5119 11.709 1367Brand C 4783 10535 4454 10.206 -329Brand D 1047 4822 1449 5.224 402Brand E 4584 7243 3905 6564 -679
  • Sentiment IndexIs the index scoring sentiment of a brand compared with industry sentiment.Sentiment Index only calculated the positive and negative sentiment.With the Sentiment Index, a brand can directly find out the public perceptionsin social media in comparison with competitors and industry. Sentiment Index Brand Negative Neutral Positive # positive brand/# positive industry - # negative brand/# negative industryBrand A 4906 13705 7125 0,06Brand B 3752 10342 5119 0,03Brand C 4783 10535 4454 -0,05Brand D 1047 4822 1449 0,01Brand E 4584 7243 3905 -0,06
  • Social Influence Measurement ScoreSocial Influence Marketing (SIM) is an index that measures the effect of abrand in social media. The formula of Social Influence Marketing (SIM) is asfollows:SIM SCORE = (% Total positive mention of the brand /% Total mention of thecategory) + (% of Total neutral mention of the brand /% Total mention of thecategory) - (% Total negative mention of brand /% Total mention of category) RazorFishs SIM Score Brand Negative Neutral Positive Total Brands Net Sentiment / Categorys Net SentimentBrand A 4906 13705 7125 25736 32,09%Brand B 3752 10342 5119 19213 23,59%Brand C 4783 10535 4454 19772 20,57%Brand D 1047 4822 1449 7318 10,53%Brand E 4584 7243 3905 15732 13,23%
  • Net Brand Reputation Net Brand Reputation (NBR) is the net value of the brands reputation in the number of social media. This value is approximately equal to the Net Promoter Score (NPS). Calculation of Net Brand Reputation (NBR) is as follows: NBR =% total positive mention -% Total negative mention Calculation of Net Brand Reputation (NBR) aims to simplify the method of measurement of consumer loyalty to a brand. With this index, we can focus on raising a positive mention (called a "promoter") and reduce the negative mentions (called "detractors") Net Brand Reputation Brand Negative Neutral Positive Total % positive - % negativeBrand A 4906 13705 7125 25736 18,44%Brand B 3752 10342 5119 19213 15,41%Brand C 4783 10535 4454 19772 -3,56%Brand D 1047 4822 1449 7318 16,11%Brand E 4584 7243 3905 15732 -8,00%Grand Total 19072 46647 22052 87771 7,25%
  • Brand Favourable Talkability Brand Talkable Favourability (BTF) is a measurement of the conversation of a brand that is considered positive, neutral and negative. The difference between Brand Talkable Favourability (BTF) and Net Brand Reputation (NBR) is that the neutral is considered a good mention, because it involved talking about the brand. The formula of Brand Talkable Favourability (BTF) is as follows: BTF = (% total positive mention +% of Total neutral mention) -% Total negative mention Brand Favourable Talkability Brand Negative Neutral Positive Total % positive + % neutral - % negativeBrand A 4906 13705 7125 25736 61,87%Brand B 3752 10342 5119 19213 60,94%Brand C 4783 10535 4454 19772 51,62%Brand D 1047 4822 1449 7318 71,39%Brand E 4584 7243 3905 15732 41,72%Grand Total 19072 46647 22052 87771 56,54%
  • Earned Media Shared By SentimentEarned Media Share of Voice by Sentiment (EMSS) concept is the same as Brand TalkableFavourability (BTF), but measured in the context of a product category. Thus, the denominator is notlimited to one brand only conversation, but conversation of all existing brands in that productcategory. The formula of Earned Media Share of Voice by Sentiment (EMSS) is as follows:EMSS = (% total positive mention of the brand /% total positive mention of the category) = (% of Totalneutral mention of the brand /% of Total neutral mention of the category) - (% Total negativemention of brand /% Total negative mention of category) Earned Media Share by Sentiment Brand Negative Neutral Positive Total % total positive mentions in the category + % total neutral mentions in the category - % total negative mentions in the categoryBrand A 4906 13705 7125 25736 35,97%Brand B 3752 10342 5119 19213 25,71%Brand C 4783 10535 4454 19772 17,70%Brand D 1047 4822 1449 7318 11,42%Brand E 4584 7243 3905 15732 9,20%
  • Complaint VisibilityThe number of complaint which can be solved compared to thetotal number of complaint.This value can also be compared with the competitors and theindustry, so the brand can find the index of quality social mediacustomer service to industry Complaint Visibility Response Brand Total Complaint Complaint # response complaint / # total complaintBrand A 13705 25736 53,25%Brand B 10342 19213 53,83%Brand C 10535 19772 53,28%Brand D 4822 7318 65,89%Brand E 7243 15732 46,04%
  • Response TimeAverage time taken by the brand to respond to the mention of theuser.This value can also be compared with the competitors and theindustry, so the brand can find the index of quality social mediacustomer service to industry. < 2 Hours 2-4 Hours > 4 Hours Response Brand Total % positive + % neutral - # brand mention / # total Complaint % positive - % negative % negative category mentionBrand A 13705 25736 18,44% 61,87% 19,69%Brand B 10342 19213 15,41% 60,94% 23,65%Brand C 10535 19772 3,56% 51,62% 44,82%Brand D 4822 7318 16,11% 71,39% 12,5%Brand E 7243 15732 8,00% 41,72% 50,28%