Social Media ROI<br />An introduction into <br />measuring the unmeasurable<br />23.09.2011<br />
Hello, I am Stijn<br />Historian<br />Blogger<br />Webdesigner<br />Social Media<br />@aardling<br />#FridaySession<br />2...
This presentation<br />#FridaySession<br />3<br />
This presentation<br />Social media + Return on investment<br />#FridaySession<br />4<br />
This presentation<br />Social media + Return on investment<br />#FridaySession<br />5<br />
This presentation<br />Social media + Return on investment<br />#FridaySession<br />6<br />
This presentation<br />Social media + Return on investment<br />… <br /> 4,4M		100K		1M		120K	1,5M*<br />#FridaySession<br...
This presentation<br />Social media + Return on investment<br />#FridaySession<br />8<br />
This presentation<br />Social media + Return on investment<br />return – costs<br />costs <br />#FridaySession<br />9<br />
This presentation<br />Social media + Return on investment<br />€<br />#FridaySession<br />10<br />
This presentation<br />Social media + Return on investment<br />€<br />#FridaySession<br />11<br />
This presentation<br />Social media + Return on investment<br />€<br /><ul><li>Awareness
Influence
Engagement</li></ul>#FridaySession<br />12<br />Hard metrics =<br />Soft metrics =<br />
Measuring the unmeasurable<br />#FridaySession<br />13<br />
“Show me the money”<br />A client will always want to see results.<br />“I know half of my advertising works<br />… I just...
Earnings vs. Savings<br />More than one road leads to higher profit:<br /><ul><li>More income, ex. higher sales
Less costs, ex. service, recruitment
Quality improvement pays for itself</li></ul>#FridaySession<br />15<br />
What do you measure?<br />So I asked the social media community<br />#FridaySession<br />16<br />
What do you measure?<br />There were some vague replies:<br />“I would say that the ROI can be measured by activity in the...
What do you measure?<br />But also more concrete answers:<br />“I provide both soft and hard metrics. <br />- Soft: follow...
What do you measure?<br />First things first: explain to your client the value of social and agree on core metrics<br />Bu...
Social conversion aspects<br />#FridaySession<br />20<br />
Classic conversion funnel<br />		Discovery<br />		Need<br />		Consideration<br />		Conversion<br />		Retention<br />#Frida...
Classic conversion funnel<br />		Discovery<br />		Need<br />		Consideration<br />		Conversion<br />		Retention<br />Awaren...
Classic conversion funnel<br />		Discovery<br />		Need<br />		Consideration<br />		Conversion<br />		Retention<br />Awaren...
Classic conversion funnel<br />		Discovery<br />		Need<br />		Consideration<br />		Conversion<br />		Retention<br />Awaren...
Social conversion aspects<br />Awareness<br />Influence<br />Engagement<br />#FridaySession<br />25<br />
Awareness<br />Quantity:<br />Views<br />Visits<br />Content<br />Traffic<br />…<br />#FridaySession<br />26<br />
Influence<br />Quality:<br />Ratings<br />Rankings<br />Referrals<br />Connections<br />…<br />#FridaySession<br />27<br />
Engagement<br />Community:<br />Comments<br />Shares<br />Favorites<br />Ambassadors<br />…<br />#FridaySession<br />28<br />
How do you measure?<br />#FridaySession<br />29<br />
Measuring quantity<br />Views: YouTube Insight, HowSociable<br />Clickthrough: Bit.ly<br />#FridaySession<br />30<br />
Measuring quantity<br />Web statistics: Google Analytics, Alexa<br />Data spreadsheets: Excel<br />#FridaySession<br />31<...
Measuring quality<br />Incoming links: Google Alerts<br />Reach: PostRank, Crowdbooster<br />#FridaySession<br />32<br />
Measuring quality<br />Sentiment: Lithium, Attentio, Synthesio<br />#FridaySession<br />33<br />
Measuring community<br />Ambassadors: Klout, Peerindex, Twitter Grader<br />#FridaySession<br />34<br />
Measuring community<br />Conversations: Alterian, SocialMention, AllFacebook Stats<br />#FridaySession<br />35<br />
Expert Examples<br />#FridaySession<br />36<br />
Skittles candy<br />Sets Facebook as their homepage<br />#FridaySession<br />37<br />
Mobile Vikings<br />Uses Twitter as support channel<br />#FridaySession<br />38<br />
KLM<br />#KLMsurprise monitors Foursquare/Twitter<br />#FridaySession<br />39<br />
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Social Media ROI - measuring the unmeasurable

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Fact: more than 1 Billion people are using social media. Awareness of Facebook is close to 100%, Twitter is at 80%. Every year the budgets for social media marketing increase.

On the other hand: all of these platforms are still very young. You cannot get a degree in social media expertise—yet. Books about social media are already outdated as soon as they hit the shelves.

So how do we connect these two points of interest? How do we connect investment with measurable results?

During this Cleverwood Friday Session, Stijn Vogels, Social Media Consultant at Cleverwood, will introduce you into measuring the unmeasurable: the ROI of Social Media.

- What you won’t see: how much Euro do I get when I invest X amount of money?
- What you will learn: brand reputation and ambassadorship, customer sentiment and engagement.

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  • Facebook: 4,4 MillionTwitter: 100 ThousandLinkedIn: 1 MillionVideo: ± 120 Thousand videosYouTube: 60 Thousand videosDailymotion: 45 Thousand videosVimeo: 14 Thousand videosBlogs: 1,5 Million
  • Content: posts: photos, videos
  • A lot of people ask their friends before purchasing
  • http://www.slideshare.net/papercliq/social-media-metrics-5720894
  • Changed their default .com homepage to their Facebook pageLater, they changed it to their Twitter accountControversial because if unfiltered messages by fansROI: awareness and engagement
  • You cannot call if your connection is brokenBut you can contact them per computerAlways ready to answerROI: low cost, fast service, efficiency, positive influence
  • Created a lot of smiles on people’s facesMade a small difference, created a huge reputation impactROI: positive influence,
  • May 30th WouterTorfs tweets on his own initiative63 retweets1 week later150 interesting applicationsROI: cost = marginal, compare this to job ad in newspapers or online,received 150 applications, saved money on recruitment
  • Body wash for men3 months after the height of the campaign, sales were up by 55%Sales increased by 27% year on yearROI:
  • Social Media ROI - measuring the unmeasurable

    1. 1. Social Media ROI<br />An introduction into <br />measuring the unmeasurable<br />23.09.2011<br />
    2. 2. Hello, I am Stijn<br />Historian<br />Blogger<br />Webdesigner<br />Social Media<br />@aardling<br />#FridaySession<br />2<br />
    3. 3. This presentation<br />#FridaySession<br />3<br />
    4. 4. This presentation<br />Social media + Return on investment<br />#FridaySession<br />4<br />
    5. 5. This presentation<br />Social media + Return on investment<br />#FridaySession<br />5<br />
    6. 6. This presentation<br />Social media + Return on investment<br />#FridaySession<br />6<br />
    7. 7. This presentation<br />Social media + Return on investment<br />… <br /> 4,4M 100K 1M 120K 1,5M*<br />#FridaySession<br />7<br />
    8. 8. This presentation<br />Social media + Return on investment<br />#FridaySession<br />8<br />
    9. 9. This presentation<br />Social media + Return on investment<br />return – costs<br />costs <br />#FridaySession<br />9<br />
    10. 10. This presentation<br />Social media + Return on investment<br />€<br />#FridaySession<br />10<br />
    11. 11. This presentation<br />Social media + Return on investment<br />€<br />#FridaySession<br />11<br />
    12. 12. This presentation<br />Social media + Return on investment<br />€<br /><ul><li>Awareness
    13. 13. Influence
    14. 14. Engagement</li></ul>#FridaySession<br />12<br />Hard metrics =<br />Soft metrics =<br />
    15. 15. Measuring the unmeasurable<br />#FridaySession<br />13<br />
    16. 16. “Show me the money”<br />A client will always want to see results.<br />“I know half of my advertising works<br />… I just don’t know which half.”<br />#FridaySession<br />14<br />
    17. 17. Earnings vs. Savings<br />More than one road leads to higher profit:<br /><ul><li>More income, ex. higher sales
    18. 18. Less costs, ex. service, recruitment
    19. 19. Quality improvement pays for itself</li></ul>#FridaySession<br />15<br />
    20. 20. What do you measure?<br />So I asked the social media community<br />#FridaySession<br />16<br />
    21. 21. What do you measure?<br />There were some vague replies:<br />“I would say that the ROI can be measured by activity in the community, likes, RT's, gained followers and or clickthrough rates.”<br />#FridaySession<br />17<br />
    22. 22. What do you measure?<br />But also more concrete answers:<br />“I provide both soft and hard metrics. <br />- Soft: followers, likes, mentions, influence.- Hard: traffic, click through, sales.”<br />#FridaySession<br />18<br />
    23. 23. What do you measure?<br />First things first: explain to your client the value of social and agree on core metrics<br />Business goal, ex. reduce offline support €<br />Social business goals, ex. # of tweets<br />Key performance indicators, ex. # of calls<br />#FridaySession<br />19<br />
    24. 24. Social conversion aspects<br />#FridaySession<br />20<br />
    25. 25. Classic conversion funnel<br /> Discovery<br /> Need<br /> Consideration<br /> Conversion<br /> Retention<br />#FridaySession<br />21<br />
    26. 26. Classic conversion funnel<br /> Discovery<br /> Need<br /> Consideration<br /> Conversion<br /> Retention<br />Awareness<br />Product<br />Influence<br />Money<br />Engagement<br />#FridaySession<br />22<br />
    27. 27. Classic conversion funnel<br /> Discovery<br /> Need<br /> Consideration<br /> Conversion<br /> Retention<br />Awareness<br />Product<br />Influence<br />Money<br />Engagement<br />#FridaySession<br />23<br />
    28. 28. Classic conversion funnel<br /> Discovery<br /> Need<br /> Consideration<br /> Conversion<br /> Retention<br />Awareness = social<br />Product<br />Influence = social<br />Money<br />Engagement = social<br />#FridaySession<br />24<br />
    29. 29. Social conversion aspects<br />Awareness<br />Influence<br />Engagement<br />#FridaySession<br />25<br />
    30. 30. Awareness<br />Quantity:<br />Views<br />Visits<br />Content<br />Traffic<br />…<br />#FridaySession<br />26<br />
    31. 31. Influence<br />Quality:<br />Ratings<br />Rankings<br />Referrals<br />Connections<br />…<br />#FridaySession<br />27<br />
    32. 32. Engagement<br />Community:<br />Comments<br />Shares<br />Favorites<br />Ambassadors<br />…<br />#FridaySession<br />28<br />
    33. 33. How do you measure?<br />#FridaySession<br />29<br />
    34. 34. Measuring quantity<br />Views: YouTube Insight, HowSociable<br />Clickthrough: Bit.ly<br />#FridaySession<br />30<br />
    35. 35. Measuring quantity<br />Web statistics: Google Analytics, Alexa<br />Data spreadsheets: Excel<br />#FridaySession<br />31<br />
    36. 36. Measuring quality<br />Incoming links: Google Alerts<br />Reach: PostRank, Crowdbooster<br />#FridaySession<br />32<br />
    37. 37. Measuring quality<br />Sentiment: Lithium, Attentio, Synthesio<br />#FridaySession<br />33<br />
    38. 38. Measuring community<br />Ambassadors: Klout, Peerindex, Twitter Grader<br />#FridaySession<br />34<br />
    39. 39. Measuring community<br />Conversations: Alterian, SocialMention, AllFacebook Stats<br />#FridaySession<br />35<br />
    40. 40. Expert Examples<br />#FridaySession<br />36<br />
    41. 41. Skittles candy<br />Sets Facebook as their homepage<br />#FridaySession<br />37<br />
    42. 42. Mobile Vikings<br />Uses Twitter as support channel<br />#FridaySession<br />38<br />
    43. 43. KLM<br />#KLMsurprise monitors Foursquare/Twitter<br />#FridaySession<br />39<br />
    44. 44. SchoenenTorfs<br />Recruitment tweet by CEO WouterTorfs<br />#FridaySession<br />40<br />
    45. 45. Old Spice<br />TV ad on YouTube turns parody turns series<br />#FridaySession<br />41<br />
    46. 46. Question time!<br />#FridaySession<br />42<br />
    47. 47. Have a great day<br />#FridaySession<br />43<br />

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