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 @Room_214<br />/Room214<br /> /Room214<br />
What’s The Deal With Social Media ROI? <br />
What Is ROI? <br />ROI may not be the best way to determine social media’s success. You have to start by answering other q...
Social Media Metrics<br />
Social Media Metrics<br />
Online Brand Conversion<br />
SENTIMENT METRICS AND INDICATORS<br />Online Brand Conversion<br />1. Sentiment Volume: The number of positive/negative/ne...
Online Brand Conversion<br />ADVOCACY<br />Is an act. “The act or process of advocating or supporting a cause or purpose.”...
Online Brand Conversion<br />ADVOCACY METHODOLOGIES<br />The Net Promoter Score (NPS) - defined as the likelihood to recom...
Online Brand Conversion<br />
Social Media Metrics<br />
Social Media Connections<br />
Social Media Metrics<br />
Social Media Gross Views<br />
Social Media Metrics<br />
Brand and Fan Engagement<br />
Understanding Value<br />
Understanding Value<br />
THANK YOU!<br />
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Social Media ROI by James O'Clark [Metrics Marketing Bootcamp]

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Transcript of "Social Media ROI by James O'Clark [Metrics Marketing Bootcamp]"

  1. 1. @Room_214<br />/Room214<br /> /Room214<br />
  2. 2.
  3. 3. What’s The Deal With Social Media ROI? <br />
  4. 4. What Is ROI? <br />ROI may not be the best way to determine social media’s success. You have to start by answering other questions first...<br />What is our overall business objective? <br />What role does social media have in that objective? <br />What did our metrics look like before social media? <br />What can we measure? <br />
  5. 5. Social Media Metrics<br />
  6. 6. Social Media Metrics<br />
  7. 7. Online Brand Conversion<br />
  8. 8. SENTIMENT METRICS AND INDICATORS<br />Online Brand Conversion<br />1. Sentiment Volume: The number of positive/negative/neutral consumers opinions expressed about a brand, company or product<br />2. Sentiment Ratio: number of +/- opinions expressed divided by the total number of consumer opinions or similar formula<br />3. Polarity/Intensity: beyond +/- exp: District 9 was f***ingamazin!versus District 9 was a decent Sat night data flick<br />4. Qualitative Factors: what do they cit as their reasons? E.G. Comcast is terrible, my internet is crawling<br />5. Specific Customer Feedback: I wish Netflix had subtitles, Blockbuster is better than Netflix, I wish Netflix would come to Canada<br />Natural Language Processing<br />BEWARE – claim to have 80% accuracy – don’t believe the hype<br />Human Reviewed<br />Limit the number of posts to review and assign each to a category<br />
  9. 9. Online Brand Conversion<br />ADVOCACY<br />Is an act. “The act or process of advocating or supporting a cause or purpose.” <br />Approaches to Advocacy Measurement<br />The key to measuring advocacy is to:<br />Identify all the different ways people verbalize their advocacy <br />Isolate advocacy from general positive sentiment<br />Explore who is doing the advocacy and analyze the level of advocacy from that individual for brand/topic vs. other brands/topics<br />Styles of Measurement:<br />Asking people to recall if they would recommend (survey question)<br />Measuring people’s actual recommendations to each other (survey)<br />Measuring people’s actual recommendations to each other (online monitoring)<br />Source: David Rabjohns, MotiveQuest<br />
  10. 10. Online Brand Conversion<br />ADVOCACY METHODOLOGIES<br />The Net Promoter Score (NPS) - defined as the likelihood to recommend, http://www.statmetrix.com<br />The Brand Advocacy Quotient (BAQ) - relates to satisfaction and importance, http://www.nielsen-online.com<br />MotiveQuest Online Promoter Score, (OPS) - correlation between online advocacy and sales, http://www.motivequest.com/brandadvocacy<br />
  11. 11. Online Brand Conversion<br />
  12. 12. Social Media Metrics<br />
  13. 13. Social Media Connections<br />
  14. 14. Social Media Metrics<br />
  15. 15. Social Media Gross Views<br />
  16. 16. Social Media Metrics<br />
  17. 17. Brand and Fan Engagement<br />
  18. 18. Understanding Value<br />
  19. 19. Understanding Value<br />
  20. 20. THANK YOU!<br />
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