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ROI of Social Media
 

ROI of Social Media

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A look at 10 simple steps to refocus measurement and define results.

A look at 10 simple steps to refocus measurement and define results.

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    ROI of Social Media ROI of Social Media Presentation Transcript

    • HELLO
    • TRAACKR
    • Measuring the ROI of Social Media can’t. shouldn’t.
    • MY STORY PROCTER & GAMBLEPEUGEOT CITROENMANAGEMENT CONSULTINGCHANNEL EFFICIENCYSOCIAL MEDIA MEASUREMENT
    • Social Media
    • from Socially Awkward
    • to Facebook Fan Pages
    • & Twitter celebrities
    • from SOCIAL TREND
    • to MARKET
    • customer service WOM campaigns buzz analysis social CRM influencer engagement
    • $
    • $
    • ROI
    • books, Studies, Analyses...
    • 1 Facebook FAN = $136.38
    • $136.38 ?!?
    • ROI = ( $GAINED ) ( $LOST ) -1
    • ROI = 4,000 x $136.38 $120,000 -1 = 355% Facebook fans marketing spend Cost Facebook Campaign: $120,000 Result: + 4,000 Facebook fans
    • 2 flawed assumptions
    • I can place a $ amount on a Facebook fan 1 that
    • the value of building this fan page is limited to the number of fans I gained 2 that
    • The ROI Social Media can’t be calculated
    • it’s not just me saying...
    • BOB KAPLAN
    • “ Trying to calculate the ROI of social media is the same as trying to calculate the ROI of email or the road you drive to work on.
    •  
    •  
    • ROI applies to business initiatives
    • not CAPABILITY
    • SOCIAL MEDIA is CAPABILITY
    • Now What ? ?
    • GIVE UP . MEASUREMENT ?
    • re FOCUS MEASUREMENT
    • ROI RESULTS
    • 10 simple STEPS
    • Measure initiatives not capability 1
    • A product Launch
    • A PR Crisis management
    • OUTLINE business objectives before your campaign starts 2
    • INCREASE SALES
    • RAISE BRAND AWARENESS
    • Define how to measure EACH OBJECTIVE 3
    • SALES = LEADS, INFLUENCER ENDORSEMENT, PRODUCT RANK AWARENESS = BRAND MENTIONS, INFLUENCER POST COUNT CRISIS = NEGATIVE CHATTER, POS/NEG RATIO ETC.
    • KEEP PROCESS & TOOLS AS SIMPLE AS POSSIBLE 4
    • 5 Collect data regularly & MEASURE TRENDING
    •  
    • CREATE A BENCHMARK FOR MEASUREMENT 6
    • CAPTURE SERENDIPITOUS DATA 7
    • MEASURE ACROSS MEDIA PER CAMPAIGN 8
    • BUILD A LIBRARY OF METHODS & RESULTS 9
    • DON’T USE METHODS YOU CAN’T EXPLAIN 10
    • AVE
    • BARBARA BATES EASTWICK COMMUNICATIONS CO-FOUNDER & CEO ARCHITECTURE OF INFLUENCE TIM MARKLEIN WEBER SHANDWICK EXEC. VICE PRESIDENT MEASUREMENT & STRATEGY
    • AMECorg.com #IPRMEASURE kdpaine.blogs.com MEASUREPR CHAT PR CHAT ttmm blog.traackr.com
    • THANK YOU! www.traackr.com [email_address]