Presentación Christophe Ginisty Congreso PRORP 2011

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  • 1. ROI  &  Social  Media   Christophe  Ginisty     Deputy  Managing  Director,  Edelman  EMEA   European  Digital  /  Tech  Evangelist   Twi<er  :  cginisty  
  • 2. Preliminary  point:  Before  thinking  about  the  «  return  »   dimension,  think  about  the   «  investment  »  parameter.  
  • 3. Why  are  you  doing    PR  on  social  media?  
  • 4. It’s  a  new  way  to  interact.  It’s  cool!  My  compeKtor  has  1M  fans.  It’s  key  for  the  reputaKon.  It’s  a  way  to  increase  revenue.  It’s  a  way  to  leverage  trust.  It’s  a  way  to  prevent  crisis.  Everybody  does  it.  My  boss  urges  me  to  do  it.  I  might  be  promoted.    No  need  to  know.  
  • 5. The  «  returns  »   Experience   •  The  new  tools/soluKons  require  a  personal  experiment   InteracKon   •  Dialog,  engagement,  inKmacy  with  the  brand   ReputaKon   •  Image,  brand  aUributes,  trust   Revenue   •  Traffic,  new  visitors,  prospects,  customers,…   Control   •  Ability  to  locate  conversaKons  and  prevent  any  major  crisis  
  • 6. Based  on  the  investment   There  are  several  elements  to   measure  to  beUer  approach  the   noKon  of  ROI  on  social  media  
  • 7. Everything  is  measurable  online  •  Experience,  •  InteracKon,    •  ReputaKon,    •  Revenue,    •  Control.  
  • 8. Experience  •  It’s  all  about  using  the  tools  that  the   stakeholders  are  using  on  their  end.     Community  managers  and   partners  need  to  be  (or   become)  influencers   themselves.  Their   influence  level  can  be  a   measurable  objecKve.    
  • 9. Experience  
  • 10. InteracKon  •  First  measure  :  #  of  comments  /  #  of  posts   #comments/#posts   Situa0on   Less  than  1/10   Spectators  :  nearly  no  interacKon   To  1/1   Friends  :  community  builders,  early  fans,   2  to  10   Community  members   More  than  10     Fans  for  life  or  enemies  (upcoming  crisis)    
  • 11. InteracKon  •  Second  measure  :  #  of  answers  /  #  of  comments   #answer/#comments   Situa0on   Less  than  1/10   Danger:  lack  of  aUenKon   Up  to  1/1   Right  level  of  interacKon   More  than  1   Suspicious  interacKon  
  • 12. InteracKon  •  Third  measure  :  tone   %  of  comments   Tone   20%   PosiKve   50%   Neutral   30%   NegaKve  
  • 13. ReputaKon  •  The  three  steps  for  measuring  the  reputaKon:   –  Conduct  an  iniKal  survey  BEFORE  going  online,     –  Monitor  the  web  and  tag  info,   –  Create,  maintain  a  glossary  of  associated  terms.  
  • 14. ReputaKon  •  Tagging  info  
  • 15. ReputaKon  •  Create  a  glossary:  one  way  to  measure  the   aUributes  of  a  reputaKon  is  to  pick  up  words   that  are  frequently  associated  to  the  brand   name.    
  • 16. Revenue  •  Make  it  easy:  Prior  to  measure  revenue,  make   sure  to  create  a  direct  link  between  the  social   media  campaign  and  the  shop,  •  Trace  new  customers:  make  sure  you  will  be   able  to  map  the  internet  users  flow,  •  Value  new  business  
  • 17. Revenue  •  Example  of  a  formula:   I  x  C   New  deal  cost  =     2  x  (NC  +  1/3EC)  x  A   •  I  =  Investment   •  C  =  Complexity  factor  (1  to  5)   •  NC  =  Number  of  new  customers   •  EC  =  Number  of  exisKng  customers   •  A  =  Awarness  factor  (from  1  to  10)  
  • 18. Revenue  •  Example  of  a  formula:   •  I  =  10.000  US$   •  C  =  4:  users  have  to  follow  a  long  process  to  register   •  NC  =  55   •  EC  =  200   •  A  =  7:  the  brand  is  famous   10.000  x  4   New  deal  cost  =     =  23,48  US$   2  x  (55  +  1/3(200))  x  7  
  • 19. Control  •  One  way  to  anKcipate  a  crisis  is  to  measure  the   evoluKon  of  the  previous  parameters.   –  Sudden  loss  of  influence  of  the  community  managers,   –  Growth  of  the  number  of  comments  by  post,   –  Decrease  of  the  number  of  answers  by  comments,   –  The  growth  of  the  negaKve  tone,   –  The  growth  of  hosKle  tags,     –  The  appearance  of  new  terms  in  the  glossary   –  The  conKnuous  growth  of  the  deal  costs   –    All  this  can  announce  a  crisis  period.    
  • 20. To  summarize   Experience   InteracKon   ReputaKon  Today’s  influence  level  of   #Comments/posts  :  4,6  the  team:   #  answers/coms:  0,56   35   Tone  :     -­‐ PosiKve:  12%   -­‐ Neutral:  57%   -­‐ NegaKve  :  31%   Experience   Control  Last  campaign  deal  cost  :     55$  
  • 21. One  more  thing…  
  • 22. Let  me  give  you  an  advice…   Create  and  organize  your  presence   online  prior  to  measure  something.   And  forget  about  measuring  your   very  first  iniKaKve.  
  • 23. Muchas  gracias!   christophe.ginisty@edelman.com