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Stephen darori 17 social media roi
 

 

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    Stephen darori 17 social media roi Stephen darori 17 social media roi Presentation Transcript

    • 17 Social Media ROI Make all your effort count
    • Background Social Media is new emerging media, with interactive and connecting characteristic. Many brands already use social media is a new touch poin for customer. They are ready to invest more to optimize their social media asset. And like other investment, the next big thing is 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
    • Reach Reach is the maximum number of audience is exposed to our message. Example calculation: @ XYZ tweeted a message to its 1000 followers . The message got retweeted in 2 times by @ ABC (1700 followers) and @ DEF (followers 500). Then the reach of that message is: 1000 + 1700 + 500 = 3200
    • Engagement Engagement is the amount obtained by the interaction of a message. On Twitter, this interaction may be a reply, retweet, click to link, favorite. On Facebook, the interaction can be like and 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 mention Brand 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% 4584 19072 7243 46647 3905 22052 15732 87771 17,92% 100,00% Brand E Grand Total
    • Share of Netizen SoN displays the number of unique users who have mentioned the brand in social media as compared with the total unique user industry (brand and competitors) Share of netizen Brand Unique User # brand unique user / # industry unique user Brand 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 Media Share of Media is similar to Share of Voice, the distribution is calculated based only on the media. Mapping the brand based on a number of social media conversation. Share of Forum Brand Forum Twitter Share of Twitter Share of Facebook Faceboo # brand mention / # # brand mention / # # brand mention / # k total industry total industry total industry mention mention mention Brand 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 Distribution Displays the distribution of media used by the user when the conversation about the brand and the industry. The output obtained is spread in accordance with the distribution of social media conversations. Assist decision making in the conduct media planning . Media Distribution Media Negative Neutral Positive Total # media - # all media Twitter 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 Category Share of Category is similar to Share of Voice, only calculated based on the distribution in a category. For example in the banking industry, monitoring can be divided based on deposits, loans, ATM card, credit cards, etc. Brand can find the strength and weaknesses of competitors in social media in detail. Share of ATM Brand ATM Credit Card Saving Share of Credit Card Share of Saving # brand mention / # # brand mention / # # brand mention / # total industry total industry total industry mention mention mention Brand 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 public's perception of the brand. Share of Influencer Brand Influencer # brand influencer / # industry influencer Brand A Brand B Brand C Brand D Brand E 1370 1034 1053 482 724 29,38% 22,17% 22,58% 10,34% 15,53%
    • Share Of Sentiment Measure 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 Brand A Brand B Brand C Brand D Brand E Negative 4906 3752 4783 1047 4584 Neutral 13705 10342 10535 4822 7243 Positive 7125 5119 4454 1449 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 Brand Brand A Brand B Brand C Brand D Brand E Negative 4906 3752 4783 1047 4584 Neutral 13705 10342 10535 4822 7243 Positive 7125 5119 4454 1449 3905 NS2 # positive + # netral - % negative # positive - # negative 15.294 11.709 10.206 5.224 6564 2219 1367 -329 402 -679
    • Sentiment Index Is 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 perceptions in social media in comparison with competitors and industry. Sentiment Index Brand Brand A Brand B Brand C Brand D Brand E Negative 4906 3752 4783 1047 4584 Neutral 13705 10342 10535 4822 7243 Positive 7125 5119 4454 1449 3905 # positive brand/# positive industry - # negative brand/# negative industry 0,06 0,03 -0,05 0,01 -0,06
    • Social Influence Measurement Score Social Influence Marketing (SIM) is an index that measures the effect of a brand in social media. The formula of Social Influence Marketing (SIM) is as follows: SIM SCORE = (% Total positive mention of the brand /% Total mention of the category) + (% of Total neutral mention of the brand /% Total mention of the category) - (% Total negative mention of brand /% Total mention of category) RazorFish's SIM Score Brand Brand A Brand B Brand C Brand D Brand E Negative 4906 3752 4783 1047 4584 Neutral 13705 10342 10535 4822 7243 Positive 7125 5119 4454 1449 3905 Total 25736 19213 19772 7318 15732 Brand's Net Sentiment / Category's Net Sentiment 32,09% 23,59% 20,57% 10,53% 13,23%
    • Net Brand Reputation Net Brand Reputation (NBR) is the net value of the brand's 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 - % negative Brand A Brand B Brand C Brand D Brand E Grand Total 4906 3752 4783 1047 4584 19072 13705 10342 10535 4822 7243 46647 7125 5119 4454 1449 3905 22052 25736 19213 19772 7318 15732 87771 18,44% 15,41% -3,56% 16,11% -8,00% 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 Brand A Brand B Brand C Brand D Brand E Grand Total Negative 4906 3752 4783 1047 4584 19072 Neutral 13705 10342 10535 4822 7243 46647 Positive 7125 5119 4454 1449 3905 22052 Total 25736 19213 19772 7318 15732 87771 % positive + % neutral - % negative 61,87% 60,94% 51,62% 71,39% 41,72% 56,54%
    • Earned Media Shared By Sentiment Earned Media Share of Voice by Sentiment (EMSS) concept is the same as Brand Talkable Favourability (BTF), but measured in the context of a product category. Thus, the denominator is not limited to one brand only conversation, but conversation of all existing brands in that product category. 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 Total neutral mention of the brand /% of Total neutral mention of the category) - (% Total negative mention of brand /% Total negative mention of category) Earned Media Share by Sentiment Brand Brand A Brand B Brand C Brand D Brand E Negative 4906 3752 4783 1047 4584 Neutral 13705 10342 10535 4822 7243 Positive 7125 5119 4454 1449 3905 Total 25736 19213 19772 7318 15732 % total positive mentions in the category + % total neutral mentions in the category - % total negative mentions in the category 35,97% 25,71% 17,70% 11,42% 9,20%
    • Complaint Visibility The number of complaint which can be solved compared to the total number of complaint. This value can also be compared with the competitors and the industry, so the brand can find the index of quality social media customer service to industry Complaint Visibility Brand Brand A Brand B Brand C Brand D Brand E Response Complaint 13705 10342 10535 4822 7243 Total Complaint # response complaint / # total complaint 25736 19213 19772 7318 15732 53,25% 53,83% 53,28% 65,89% 46,04%
    • Response Time Average time taken by the brand to respond to the mention of the user. This value can also be compared with the competitors and the industry, so the brand can find the index of quality social media customer service to industry. Brand Brand A Brand B Brand C Brand D Brand E Response Complaint 13705 10342 10535 4822 7243 < 2 Hours Total 25736 19213 19772 7318 15732 2-4 Hours % positive - % negative 18,44% 15,41% 3,56% 16,11% 8,00% > 4 Hours % positive + % neutral - # brand mention / # total % negative category mention 61,87% 60,94% 51,62% 71,39% 41,72% 19,69% 23,65% 44,82% 12,5% 50,28%