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Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
Social Media ROI - measuring the unmeasurable
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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. …

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:
  • Transcript

    • 1. Social Media ROI
      An introduction into
      measuring the unmeasurable
      23.09.2011
    • 2. Hello, I am Stijn
      Historian
      Blogger
      Webdesigner
      Social Media
      @aardling
      #FridaySession
      2
    • 3. This presentation
      #FridaySession
      3
    • 4. This presentation
      Social media + Return on investment
      #FridaySession
      4
    • 5. This presentation
      Social media + Return on investment
      #FridaySession
      5
    • 6. This presentation
      Social media + Return on investment
      #FridaySession
      6
    • 7. This presentation
      Social media + Return on investment

      4,4M 100K 1M 120K 1,5M*
      #FridaySession
      7
    • 8. This presentation
      Social media + Return on investment
      #FridaySession
      8
    • 9. This presentation
      Social media + Return on investment
      return – costs
      costs
      #FridaySession
      9
    • 10. This presentation
      Social media + Return on investment

      #FridaySession
      10
    • 11. This presentation
      Social media + Return on investment

      #FridaySession
      11
    • 12. This presentation
      Social media + Return on investment

      #FridaySession
      12
      Hard metrics =
      Soft metrics =
    • 15. Measuring the unmeasurable
      #FridaySession
      13
    • 16. “Show me the money”
      A client will always want to see results.
      “I know half of my advertising works
      … I just don’t know which half.”
      #FridaySession
      14
    • 17. Earnings vs. Savings
      More than one road leads to higher profit:
      • More income, ex. higher sales
      • 18. Less costs, ex. service, recruitment
      • 19. Quality improvement pays for itself
      #FridaySession
      15
    • 20. What do you measure?
      So I asked the social media community
      #FridaySession
      16
    • 21. What do you measure?
      There were some vague replies:
      “I would say that the ROI can be measured by activity in the community, likes, RT's, gained followers and or clickthrough rates.”
      #FridaySession
      17
    • 22. What do you measure?
      But also more concrete answers:
      “I provide both soft and hard metrics.
      - Soft: followers, likes, mentions, influence.- Hard: traffic, click through, sales.”
      #FridaySession
      18
    • 23. What do you measure?
      First things first: explain to your client the value of social and agree on core metrics
      Business goal, ex. reduce offline support €
      Social business goals, ex. # of tweets
      Key performance indicators, ex. # of calls
      #FridaySession
      19
    • 24. Social conversion aspects
      #FridaySession
      20
    • 25. Classic conversion funnel
      Discovery
      Need
      Consideration
      Conversion
      Retention
      #FridaySession
      21
    • 26. Classic conversion funnel
      Discovery
      Need
      Consideration
      Conversion
      Retention
      Awareness
      Product
      Influence
      Money
      Engagement
      #FridaySession
      22
    • 27. Classic conversion funnel
      Discovery
      Need
      Consideration
      Conversion
      Retention
      Awareness
      Product
      Influence
      Money
      Engagement
      #FridaySession
      23
    • 28. Classic conversion funnel
      Discovery
      Need
      Consideration
      Conversion
      Retention
      Awareness = social
      Product
      Influence = social
      Money
      Engagement = social
      #FridaySession
      24
    • 29. Social conversion aspects
      Awareness
      Influence
      Engagement
      #FridaySession
      25
    • 30. Awareness
      Quantity:
      Views
      Visits
      Content
      Traffic

      #FridaySession
      26
    • 31. Influence
      Quality:
      Ratings
      Rankings
      Referrals
      Connections

      #FridaySession
      27
    • 32. Engagement
      Community:
      Comments
      Shares
      Favorites
      Ambassadors

      #FridaySession
      28
    • 33. How do you measure?
      #FridaySession
      29
    • 34. Measuring quantity
      Views: YouTube Insight, HowSociable
      Clickthrough: Bit.ly
      #FridaySession
      30
    • 35. Measuring quantity
      Web statistics: Google Analytics, Alexa
      Data spreadsheets: Excel
      #FridaySession
      31
    • 36. Measuring quality
      Incoming links: Google Alerts
      Reach: PostRank, Crowdbooster
      #FridaySession
      32
    • 37. Measuring quality
      Sentiment: Lithium, Attentio, Synthesio
      #FridaySession
      33
    • 38. Measuring community
      Ambassadors: Klout, Peerindex, Twitter Grader
      #FridaySession
      34
    • 39. Measuring community
      Conversations: Alterian, SocialMention, AllFacebook Stats
      #FridaySession
      35
    • 40. Expert Examples
      #FridaySession
      36
    • 41. Skittles candy
      Sets Facebook as their homepage
      #FridaySession
      37
    • 42. Mobile Vikings
      Uses Twitter as support channel
      #FridaySession
      38
    • 43. KLM
      #KLMsurprise monitors Foursquare/Twitter
      #FridaySession
      39
    • 44. SchoenenTorfs
      Recruitment tweet by CEO WouterTorfs
      #FridaySession
      40
    • 45. Old Spice
      TV ad on YouTube turns parody turns series
      #FridaySession
      41
    • 46. Question time!
      #FridaySession
      42
    • 47. Have a great day
      #FridaySession
      43

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