How to Measure Social Media Campaign ROI

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  • 1. How to MEASURE Social Media Campaign ROI?A Presentation
  • 2. Ubisoft created a strong benchmark for their industry by monitoring the social media impact of 300 video- game launch campaigns around the globe to optimize ROIA Client
  • 3. Nissan identified the key barriers to entry for the Electric Vehicle segment, and leveraged Synthesio insights to feed the creative of a $20M+ campaignA Customer
  • 4. What THE Ideal Social Media ResultsCampaign Looks Like  Increased positive sentiment  Increased advocacy 2 Peak, volumes are 4 to 10  Increased sales times higher than baseline  Better presence and spread on all social and mainstream media 4 Higher brand-related conversation volumes 1 Campaign starts 3 Lasting positive buzz After Before How to Measure Social Media Campaign ROI? All rights reserved © 4
  • 5. What Your Campaign ShouldNOT Look LikeFlopBad BuzzNo Spread How to Measure Social Media Campaign ROI? All rights reserved © 5
  • 6. Define Reactive Metrics Reactive Metrics • Adapt your community management • Fans • Followers • Likes • Volume • Adjust content • Influencer reach • Sentiment • And many others • Staff resources How to Measure Social Media Campaign ROI? All rights reserved © 6
  • 7. Keep it Simple, ONE Single Metric Should Suffice to  Incentivize your teams and your agencies  Compare campaigns to optimize resultsExample: Synthesio’s Social Reputation ScoreUsed by 50 World Leading Brands Do Online customers recommend my product? 65/100 Positive X 100 Neutral X 50 Social Verbatim Negative X0 Reputation Score Positive Neutral Verbatim Negative How to Measure Social Media Campaign ROI? All rights reserved © 7
  • 8. Build comparables linked to your COSTS andwhen relevant, to your SALESRank Campaign Name Month Year Volume Positive Negative Growth Score Costs 1 Far Cry 3 May 2012 19,596 75% 5% 33% 99 $110k 2 Guantlet Dark Legacy January 2012 97,026 52% 8% 25% 98 $225k 3 Skyrim February 2012 21,151 67% 4% 38% 95 $320k 4 Halo 4 September 2012 35,313 34% 3% 26% 89 $80k 5 Blue Dragon November 2012 96,150 21% 12% 12% 81 $25k 6 GTA 4 March 2012 59,156 23% 10% 37% 77 $85k 7 The Walking Dead April 2012 28,925 18% 11% 7% 74 $75k 8 GoldenEye 007 January 2012 60,962 16% 25% 48% 72 $57k 9 Sonic 4 July 2012 51,800 15% 18% 8% 63 $125k 10 Mass Effect 3 January 2012 31,357 16% 40% 16% 63 $45k How to Measure Social Media Campaign ROI? All rights reserved © 8
  • 9. See Where Your Campaigns Stand and… Optimize! Buzz Volumes High Best Campaign MAJOR EXPECTED Social Reputation Score SUCCESS SUCCESS LIMITED FAIL SUCCESS Low Low Budget High How to Measure Social Media Campaign ROI? All rights reserved © 9
  • 10. Get in Touch for a DemoHow to Measure Social Media Campaign ROI? All rights reserved © 10