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There's no ROI in social media
 

There's no ROI in social media

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  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
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  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
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  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
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There's no ROI in social media There's no ROI in social media Presentation Transcript

  • Conversation Starters @anthonybosschem Social Media Forum:There’s no ROI in social media
  • Imagine
  • What do you need?
  • 1.Link strategy to results
  • 2.Make sense out of RT’s & fans
  • 3.Benchmark social to other communication channels
  • sneaky 4.Don’t ever have to go through this again.
  • How will you get there?
  • Ditch ROI,You have no reliable ‘R’
  • What do you have?
  • 1.Cost per channel The ‘I’ in ROI
  • 2.A shitload of KPI’s per channel
  • 3.A strict yet flexible buying cycle
  • Awareness AppreciationAdvocacy Action
  • Link it
  • Awareness
  • Impressions
  • Newsletter opens Post Views ImpressionsViews Banner Impressions ...
  • Appreciation
  • Engagement
  • Followers MentionsFans ... Engagement Lists Likes CommentsSubscribers
  • Action
  • Leads
  • Formssubmitted Coupons Leads ... Hardconversion Whitepaper downloads
  • Advocacy
  • Referrals
  • Mentions Reviews Referrals ... Statusupdates Inbound links
  • If we put all this together
  • Connect KPI’s to A’s Awareness Appreciation Action Advocacy Impressions Engagement Leads Referrals Attributed Fans/ Conversions/ Mentions inFacebook Post views Comments/ Coupon status updates Wall posts downloads Inbound links/ Attributed External Blog Pageviews Comments/ Conversions Reviews Social shares
  • Hey, this looks likea balanced scorecard!
  • Enter cost
  • Monthly Facebook cost € 1000 1/4 FTE € 500 Outsourced € 250 Hosting Apps + € 250 Used tools € 2000
  • Connect cost to KPI’s Awareness Appreciation Action Advocacy Impressions Engagement Leads Referrals 2000 € 1000 150 10 25Facebook Cost
  • Connect cost to KPI’s Awareness Appreciation Action Advocacy Impressions Engagement Leads Referrals €6 € 13 € 80 2000 € € 200 Cost per Cost per Cost perFacebook Cost Cost per Lead Impression Engagement Referral
  • Do this for every channel
  • Benchmark channels Awareness Appreciation Action Advocacy
  • Benchmark channels Awareness Appreciation Advocacy Action
  • Benchmark channels Awareness Appreciation ... Advocacy Action
  • 40302010 0 Awareness Appreciation Action Advocacy Translate strategy
  • 5037,5 2512,5 0 Awareness Appreciation Action Advocacy Compare with results
  • Detect responsible channel Cost per Cost per Impression Engagement Cost per Cost per Referral Lead
  • Reallocate resources Cost per Cost per Impression Engagement Cost per Cost per Referral Lead
  • 3022,5 15 7,5 0 Awareness Appreciation Action Advocacy Evaluate effect
  • This is not new
  • IAB Framework©Source: http://www.iabuk.net/en/1/iabaunchessocialmediameasurmentframework140710.mxs
  • Foundation for Measurement Standards©Source: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-061311
  • It’s been done before©Source: http://www.balancedscorecard.org/
  • And that’s a good thing
  • Questions?
  • Tnx!
  • Bart De Waele W: www.talkingheads.be E: bartdewaele@talkingheads.be E: info@talkingheads.be T: +32 495 51 36 36 T: +32 9 335 22 71 Sofie Verhalle Bart Debunne E: sofieverhalle@talkingheads.be E: bartdebunne@talkingheads.be T: +32 478 20 84 11 T: +32 486 76 70 26 Anthony Bosschem Joke De NulE: anthonybosschem@talkingheads.be E: jokedenul@talkingheads.be T: +32 485 15 66 13 T: +32 486 41 84 30