Return on investment of social media by Luke Williams

Evaluation, Metrics & ROI (yikes) The way we use the internet is changing

publisher and consumer are now the same person Real time, interactive... “Web 2.0”...

Publisher = Consumer + greater ownership and engagement - less inclined to accept advertising on that platform

Engage & add value “ Successful” campaign has to:

1) Types of metrics 2) Example metrics 3) Example free tool

Traditional Metrics A dvertising V alue E quivalent Audience sentiment Share of voice Clip counting...

Output or outcome? clips vs opinion

Activity Metrics Visitors & Pageviews Friends & Followers Posts & Comments

Activity Metrics Measuring engagement & value quality NOT quantity

Activity Metrics Feedback & Referrals Brand mentions / topic mention x 100 = %

ROI Metrics AVE of online ads online cutting services

Cost of feedback online vs cost of focus groups Retrospective value of an idea from feedback ROI Metrics

Other Metrics - HR Retention/Employee turn over Time to hire Hiring cost Training cost Time to acclimation for new employees

http://www.google.com/alerts

http://search.twitter.com

Google Alert (“feed” RSS) Twitter Search (RSS feed) Other RSS results Google Reader

http://www.google.com/reader/

Shortens URLs Cross Platform Analytics + Free

Tweets, comments and other uses appear below

In the UK: 1 in every 6 mins online is spent in online communities Source: Nielson “Global Faces and Networked Places” report (March 2009)

by CIPR Wessex on Jul 23, 2009