15 things to know about ROI on social media

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15 things to know about ROI on social media

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15 things to know about ROI on social media

  1. 1. V 1.1 15 things to know about ROI on social media Helping companies to understand Buzz,  marke+ng  viral,  social  media,  RP  2.0,   the future of digital Facebook,  Twi>er,… Emmanuel  Vivier  &  Jean  Noel  Chaintreuil  |  +33  6  11  62  37  94  |  emmanuel.vivier@hubinsAtute.com ©HUB  InsAtute.    All  rights  reserved  .   www.hubinsAtute.com  ›    
  2. 2. How  to  download  these  slides?Just  click  on  the  link  below  and  fill  up  the  form   Click  below h>p://www.hubins+tute.com/reports       to  get  the  slides  of  this   presenta5on      ©  HUBinsAtute.com   2
  3. 3.    1.  SOCIAL  MEDIA        SHOW  ME  THE  R.O.I.  ?      ©  HUBinsAtute.com 3
  4. 4. #1  The  value  of  something  is  not  always  related……to  its  measurability      ©  HUBinsAtute.com  
  5. 5. #1  The  value  of  something  is  not  always  related……to  its  measurability What  is  theROI   of  having  put  your   trousers  on   this  morning?        ©  HUBinsAtute.com  
  6. 6. #1  The  value  of  something  is  not  always  related……to  its  measurability      ©  HUBinsAtute.com  
  7. 7. #1  The  value  of  something  is  not  always  related……to  its  measurability What  is  the  ROI   of  your  mother?      ©  HUBinsAtute.com  
  8. 8. But  some  things  might  deserve  to  be  beSer  measured• Click  to  edit  Master  text  styles      ©  HUBinsAtute.com  
  9. 9. But  some  things  might  deserve  to  be  beSer  measured• Click  to  edit  Master  text  styles Social  Media  or  the  raise  of  vanity  metrics      ©  HUBinsAtute.com  
  10. 10. #2  What  is  the  cost  of  NOT  adopAng  Social  Media?R.O.N.I.  :  Return  On  Non  Investment      ©  HUBinsAtute.com  
  11. 11. #2  What  is  the  cost  of  NOT  adopAng  Social  Media?What  is  the  cost  of  losing  touch  with  your  customers? %  of  media  spent vs.  %  marke<ng  spending      ©  HUBinsAtute.com   8
  12. 12. #2  What  is  the  cost  of  NOT  adopAng  Social  Media?ex  :  L’oreal  Vs  Michelle  Pham  (TubeMetrics.com) Brands 7 1 Channels 81 1 Views 51  M   475  M Nbr.  Of  videos 3496 167 Avg.  Views/video 15  K 2,8  M Difference  is  ENGAGEMENT  not  MONEY 186    X  More        ©  HUBinsAtute.com   9
  13. 13. What  is  the  cost  of  losing  touch  with  your  consumers?   Even  in  the  USA  leading  adverAsers  are   under-­‐invesAng  in  digital/social  media Only  5  of  the  “Top  20”  spend  more  than  8-­‐12%  (Industry  average)
  14. 14. #2  What  is  the  cost  of  NOT  adopAng  Social  Media?RONI  :  Return  On  Non  Investment ex… Comcast bad buzz      ©  HUBinsAtute.com   11
  15. 15. #2  What  is  the  cost  of  NOT  adopAng  Social  Media?RONI  :  Return  On  Non  Investment ex… Comcast bad buzz diffusion      ©  HUBinsAtute.com   11
  16. 16. #2  What  is  the  cost  of  NOT  adopAng  Social  Media?RONI  :  Return  On  Non  Investment ex… Comcast bad buzz diffusion      ©  HUBinsAtute.com   11
  17. 17. #2  What  is  the  cost  of  NOT  adopAng  Social  Media?RONI  :  Return  On  Non  Investment ex… Comcast bad buzz diffusion Your  consumers  are  not  wai+ng  for  your  brand  to  be  ready      ©  HUBinsAtute.com   11
  18. 18. #2  What  is  the  cost  of  NOT  adopAng  Social  Media?«  Bad  buzz  »  has  a  long  memory      ©  HUBinsAtute.com   12
  19. 19. #3  Growth  and  «  recommendaAon  rate  »  are  connectedThis  is  the  principle  behind  the  Net  Promoter  Score growth for a brand that increase its recommndation X2 rate by 12% on average) The  UlAmate  QuesAon:  Driving  Good  Profits  and  True  Growth        ©  HUBinsAtute.com   13
  20. 20. #4  Your  Brand  reputaAon  is  your  #1  assetBrands  reputa+on  &  stock  value  are  connected      ©  HUBinsAtute.com   14
  21. 21. #5  Social  requires  a  real  investment…But  should  offer  a  much  be>er  R.O.I.  in  the  long  term Campaigns Based on Traditional Campaigns Earning Sustainable Relationships Fans/Follows/Friends Fans/Follows/Friends Time Time      ©  HUBinsAtute.com   15
  22. 22. #5  Social  requires  a  real  investment…But  should  offer  a  much  be>er  R.O.I.  in  the  long  term Campaigns Based on Traditional Campaigns Earning Sustainable Relationships Fans/Follows/Friends Fans/Follows/Friends Time Time TradiAonal  Campaigns  start  from  zero  and  abandon  the  audience   they’ve  amassed  upon  compleAon.    Campaigns  based  on  earning   Sustainable  RelaAonships  leverage  the  exisDng  audience  and   grow  it  for  future  use.      ©  HUBinsAtute.com   15
  23. 23. #6  How  to  measure  the  ROI  of  social  media  ?The  ROI  formula ROI = Gain from Investment – Cost of Investment Cost of Investment      ©  HUBinsAtute.com   16
  24. 24. #6  How  to  measure  the  ROI  of  social  media  ?Focusing  on  tools  specific  metrics  won’t  get  you  anywhere   Tactics ASenAon Engagement Authority Influence SenAment      ©  HUBinsAtute.com  
  25. 25. #6  How  to  measure  the  ROI  of  social  media  ?Focusing  on  tools  specific  metrics  won’t  get  you  anywhere   Tactics ASenAon Engagement Authority Influence SenAment • Unique  Visits • Total  “Likes” • On-­‐Message • Total  InteracAons • External  Links  to   • Impressions • Subscribed  “Likes” • PosiAve/NegaAve/ Facebook • Page  Views • Fan  Photos/Videos Content  &   • Audience  Profile  as   Neutral • Post  Quality Discussion • Media   ReflecAon  of  Target • Change  Over  Time      ©  HUBinsAtute.com  
  26. 26. #6  How  to  measure  the  ROI  of  social  media  ?Focusing  on  tools  specific  metrics  won’t  get  you  anywhere   Tactics ASenAon Engagement Authority Influence SenAment • Unique  Visits • Total  “Likes” • On-­‐Message • Total  InteracAons • External  Links  to   • Impressions • Subscribed  “Likes” • PosiAve/NegaAve/ Facebook • Page  Views • Fan  Photos/Videos Content  &   • Audience  Profile  as   Neutral • Post  Quality Discussion • Media   ReflecAon  of  Target • Change  Over  Time • Retweets • Extended  Network/ • On-Message • Direct  Messages • Inbound  Links Influence  of  Followers   • Positive/Negative/ TwiSer • Total  Followers • @Replies • External  Coverage • Follower  Profile  as   Neutral • Shared  Content ReflecAon  of  Target • Change Over Time      ©  HUBinsAtute.com  
  27. 27. #6  How  to  measure  the  ROI  of  social  media  ?Focusing  on  tools  specific  metrics  won’t  get  you  anywhere   Tactics ASenAon Engagement Authority Influence SenAment • Unique  Visits • Total  “Likes” • On-­‐Message • Total  InteracAons • External  Links  to   • Impressions • Subscribed  “Likes” • PosiAve/NegaAve/ Facebook • Page  Views • Fan  Photos/Videos Content  &   • Audience  Profile  as   Neutral • Post  Quality Discussion • Media   ReflecAon  of  Target • Change  Over  Time • Retweets • Extended  Network/ • On-Message • Direct  Messages • Inbound  Links Influence  of  Followers   • Positive/Negative/ TwiSer • Total  Followers • @Replies • External  Coverage • Follower  Profile  as   Neutral • Shared  Content ReflecAon  of  Target • Change Over Time • Likes/Dislikes • Subscribers • On-Message • Views • Inbound  Links • Positive/Negative/ YouTube • Subscribers • Comments • External  Coverage • Demographic  Insights Neutral • FavoritesdReplies • Audience  Profile • Change Over Time      ©  HUBinsAtute.com  
  28. 28. #6  How  to  measure  the  ROI  of  social  media  ?Focusing  on  tools  specific  metrics  won’t  get  you  anywhere   Tactics ASenAon Engagement Authority Influence SenAment • Unique  Visits • Total  “Likes” • On-­‐Message • Total  InteracAons • External  Links  to   • Impressions • Subscribed  “Likes” • PosiAve/NegaAve/ Facebook • Page  Views • Fan  Photos/Videos Content  &   • Audience  Profile  as   Neutral • Post  Quality Discussion • Media   ReflecAon  of  Target • Change  Over  Time • Retweets • Extended  Network/ • On-Message • Direct  Messages • Inbound  Links Influence  of  Followers   • Positive/Negative/ TwiSer • Total  Followers • @Replies • External  Coverage • Follower  Profile  as   Neutral • Shared  Content ReflecAon  of  Target • Change Over Time • Likes/Dislikes • Subscribers • On-Message • Views • Inbound  Links • Positive/Negative/ YouTube • Subscribers • Comments • External  Coverage • Demographic  Insights Neutral • FavoritesdReplies • Audience  Profile • Change Over Time • On-­‐Message • #  of  Comments   • Inbound  Links RP • Audience  Profile  as   • PosiAve/NegaAve/ • Share  of  Voice RelaAve  to     • Subscribers Bloggers     ReflecAon  of  Target Neutral Audience  Size • External  Coverage • Change  Over  Time      ©  HUBinsAtute.com  
  29. 29. #6  How  to  measure  the  ROI  of  social  media  ?Focusing  on  tools  specific  metrics  won’t  get  you  anywhere   Tactics ASenAon Engagement Authority Influence SenAment • Unique  Visits • Total  “Likes” • On-­‐Message • Total  InteracAons • External  Links  to   • Impressions • Subscribed  “Likes” • PosiAve/NegaAve/ Facebook • Page  Views • Fan  Photos/Videos Content  &   • Audience  Profile  as   Neutral • Post  Quality Discussion • Media   ReflecAon  of  Target • Change  Over  Time • Retweets • Extended  Network/ • On-Message • Direct  Messages • Inbound  Links Influence  of  Followers   • Positive/Negative/ TwiSer • Total  Followers • @Replies • External  Coverage • Follower  Profile  as   Neutral • Shared  Content ReflecAon  of  Target • Change Over Time • Likes/Dislikes • Subscribers • On-Message • Views • Inbound  Links • Positive/Negative/ YouTube • Subscribers • Comments • External  Coverage • Demographic  Insights Neutral • FavoritesdReplies • Audience  Profile • Change Over Time • On-­‐Message • #  of  Comments   • Inbound  Links RP • Audience  Profile  as   • PosiAve/NegaAve/ • Share  of  Voice RelaAve  to     • Subscribers Bloggers     ReflecAon  of  Target Neutral Audience  Size • External  Coverage • Change  Over  Time • # of Check-ins • PosiAve/NegaAve/ Foursquare/ • #  of  Unique  Visitor   • #  of  Repeat    Check-­‐ broadcast to • Audience  Profile  as   Neutral  Commentary   GeolocaAon Check-­‐ins Ins   Twitter or ReflecAon  of  Target             w/Check-­‐ins Facebook      ©  HUBinsAtute.com  
  30. 30. #6  How  to  measure  the  ROI  of  social  media  ?Focusing  on  tools  specific  metrics  won’t  get  you  anywhere   Tactics ASenAon Engagement Authority Influence SenAment • Unique  Visits • Total  “Likes” • On-­‐Message • Total  InteracAons • External  Links  to   • Impressions • Subscribed  “Likes” • PosiAve/NegaAve/ Facebook • Page  Views • Fan  Photos/Videos Content  &   • Audience  Profile  as   Neutral • Post  Quality Discussion • Media   ReflecAon  of  Target • Change  Over  Time • Retweets • Extended  Network/ • On-Message • Direct  Messages • Inbound  Links Influence  of  Followers   • Positive/Negative/ TwiSer • Total  Followers • @Replies • External  Coverage • Follower  Profile  as   Neutral • Shared  Content ReflecAon  of  Target • Change Over Time • Likes/Dislikes • Subscribers • On-Message • Views • Inbound  Links • Positive/Negative/ YouTube • Subscribers • Comments • External  Coverage • Demographic  Insights Neutral • FavoritesdReplies • Audience  Profile • Change Over Time • On-­‐Message • #  of  Comments   • Inbound  Links RP • Audience  Profile  as   • PosiAve/NegaAve/ • Share  of  Voice RelaAve  to     • Subscribers Bloggers     ReflecAon  of  Target Neutral Audience  Size • External  Coverage • Change  Over  Time • # of Check-ins • PosiAve/NegaAve/ Foursquare/ • #  of  Unique  Visitor   • #  of  Repeat    Check-­‐ broadcast to • Audience  Profile  as   Neutral  Commentary   GeolocaAon Check-­‐ins Ins   Twitter or ReflecAon  of  Target             w/Check-­‐ins Facebook • Total  Ongoing  Engaged   • Total  Trackbacks  &   Subscribers  to  Content/ • Overall  SenAment Overall • Total  Media  Reach • Total  InteracAons Coverage  of   • Total  Shix  in  SenAment Community      ©  HUBinsAtute.com   AcAviAes • Community  Crossover
  31. 31. #6  How  to  measure  the  ROI  of  social  media  ?Refocus  on  your  «  Business  Model  » 1. Attracting visitors (= Acquisition, Recommendation) 2. Create a usage (= Engagement, Retention) 3. Monetize (= Revenues*) * ideally with a profit ;)      ©  HUBinsAtute.com   18
  32. 32. #6  How  to  measure  the  ROI  of  social  media  ?5  KPIS  (Key  Performance  Indicators)  that  do  really  ma>er      ©  HUBinsAtute.com   19
  33. 33. #6  How  to  measure  the  ROI  of  social  media  ?5  KPIS  (Key  Performance  Indicators)  that  do  really  ma>er Acquisi<on      ©  HUBinsAtute.com   19
  34. 34. #6  How  to  measure  the  ROI  of  social  media  ?5  KPIS  (Key  Performance  Indicators)  that  do  really  ma>er Acquisi<on Engagement      ©  HUBinsAtute.com   19
  35. 35. #6  How  to  measure  the  ROI  of  social  media  ?5  KPIS  (Key  Performance  Indicators)  that  do  really  ma>er Acquisi<on Engagement Reten<on      ©  HUBinsAtute.com   19
  36. 36. #6  How  to  measure  the  ROI  of  social  media  ?5  KPIS  (Key  Performance  Indicators)  that  do  really  ma>er Acquisi<on Engagement Reten<on Recommenda<on      ©  HUBinsAtute.com   19
  37. 37. #6  How  to  measure  the  ROI  of  social  media  ?5  KPIS  (Key  Performance  Indicators)  that  do  really  ma>er Acquisi<on Engagement Reten<on Recommenda<on Revenues      ©  HUBinsAtute.com   19
  38. 38. #6  How  to  measure  the  ROI  of  social  media  ?1/5  Acquisi3on  :  How  to  a>ract  visitors  ? Metrics: Quantity (#) Cost (€/$) Conversion (%)      ©  HUBinsAtute.com   20
  39. 39. #6  How  to  measure  the  ROI  of  social  media  ?1/5  Acquisi3on  :  How  to  a>ract  visitors  ? Acquisi<on Metrics: Quantity (#) Cost (€/$) Conversion (%)      ©  HUBinsAtute.com   20
  40. 40. #6  How  to  measure  the  ROI  of  social  media  ?1/5  Acquisi3on:  ex  track  your  Tweets  performance      ©  HUBinsAtute.com   21
  41. 41. #6  How  to  measure  the  ROI  of  social  media  ?2/5  Engagement  :  evaluate  the  impact  of  your  visitors  1st  visit Metrics: Nb of Pages per visit Visit duration Nb of likes, votes & comments      ©  HUBinsAtute.com   22
  42. 42. #6  How  to  measure  the  ROI  of  social  media  ?2/5  Engagement  :  evaluate  the  impact  of  your  visitors  1st  visit Engagement Metrics: Nb of Pages per visit Visit duration Nb of likes, votes & comments      ©  HUBinsAtute.com   22
  43. 43. #6  How  to  measure  the  ROI  of  social  media  ?2/5  Engagement  :  Don’t  become  a  «  ghost  town  »      ©  HUBinsAtute.com   23
  44. 44. #6  How  to  measure  the  ROI  of  social  media  ?2/5  Engagement  :  take  the  +me  to  dig  under  the  hype      ©  HUBinsAtute.com   24
  45. 45. #6  How  to  measure  the  ROI  of  social  media  ?2/5  Engagement  :  take  the  +me  to  dig  under  the  hype What  would  you  say  if  only  30%   of  your  newsleSer    subscribers would  receive  it?      ©  HUBinsAtute.com   24
  46. 46. #6  How  to  measure  the  ROI  of  social  media?2/5  Engagement  :  take  the  +me  to  dig  under  the  hype      ©  HUBinsAtute.com   25
  47. 47. #6  How  to  measure  the  ROI  of  social  media?2/5  Engagement  :  take  the  +me  to  dig  under  the  hype This  is  what  happen  for  most   brands  on  Facebook.      ©  HUBinsAtute.com   25
  48. 48. #6  How  to  measure  the  ROI  of  social  media?2/5  Engagement  :  take  the  +me  to  dig  under  the  hype This  is  what  happen  for  most   brands  on  Facebook.      ©  HUBinsAtute.com   25
  49. 49. #6  How  to  measure  the  ROI  of  social  media?2/5  Engagement  :  take  the  +me  to  dig  under  the  hype This  is  what  happen  for  most   brands  on  Facebook. Only  30%        ©  HUBinsAtute.com   25
  50. 50. #6  How  to  measure  the  ROI  of  social  media?2/5  Engagement  :  take  the  +me  to  dig  under  the  hype This  is  what  happen  for  most   brands  on  Facebook. Only  30%        ©  HUBinsAtute.com   25
  51. 51. #6  How  to  measure  the  ROI  of  social  media?2/5  Engagement  :  take  the  +me  to  dig  under  the  hype Facebook Edgerank algorithm      ©  HUBinsAtute.com   26
  52. 52. #6  How  to  measure  the  ROI  of  social  media?2/5  Engagement  :  les  visiteurs  par+cipent  à  une  1ère  expérience Measure your edgerank      ©  HUBinsAtute.com   http://edgerankchecker.com 27
  53. 53. #6  How  to  measure  the  ROI  of  social  media?3/5  Reten3on  :  do  your  visitors  come  back? Metrics: Source Number of visits Number of registered emails Visitor loyalty (%age of revisit) Duration of their visit VS 1st visit      ©  HUBinsAtute.com   28
  54. 54. #6  How  to  measure  the  ROI  of  social  media?3/5  Reten3on  :  do  your  visitors  come  back? Reten<on Metrics: Source Number of visits Number of registered emails Visitor loyalty (%age of revisit) Duration of their visit VS 1st visit      ©  HUBinsAtute.com   28
  55. 55. #6  How  to  measure  the  ROI  of  social  media?3/5  Reten3on  :  ex  requalify  &  segment  your  Facebook     http://www.agorapulse.com/      ©  HUBinsAtute.com   29
  56. 56. #6  How  to  measure  the  ROI  of  social  media?3/5  Reten3on  :  ex  requalify  &  segment  your  Facebook     http://www.agorapulse.com/      ©  HUBinsAtute.com   29
  57. 57. #6  How  to  measure  the  ROI  of  social  media?3/5  Reten3on  :  ex  requalify  &  segment  your  Facebook     http://www.agorapulse.com/      ©  HUBinsAtute.com   29
  58. 58. #6  How  to  measure  the  ROI  of  social  media?4/5  Recommanda3on  :  what  is  your  advocacy  level Metrics X = % of visitors who invite a friend ? Impact Y = Average number of invited friends Z = % of friends who accept the invitation Virality rate = X * Y * Z (viral only if >1) Net Promoter score Time      ©  HUBinsAtute.com   30
  59. 59. #6  How  to  measure  the  ROI  of  social  media?4/5  Recommanda3on  :  what  is  your  advocacy  level Recommanda<on Metrics X = % of visitors who invite a friend ? Impact Y = Average number of invited friends Z = % of friends who accept the invitation Virality rate = X * Y * Z (viral only if >1) Net Promoter score Time      ©  HUBinsAtute.com   30
  60. 60. #6  How  to  measure  the  ROI  of  social  media?4/5  RecommandaDon  :  Analyse  the  level  of  Influence  of  a  TwiSer  account Textehttp://klout.com/#/emmanuelvivier      ©  HUBinsAtute.com   31
  61. 61. #6  How  to  measure  the  ROI  of  social  media?4/5  Recommanda3on  :  ex  track  the  virality  of  a  hashtag http://tweetreach.com/reach?q=%23buzzthebrand      ©  HUBinsAtute.com   32
  62. 62. #6  How  to  measure  the  ROI  of  social  media?5/5  Revenues  :  mone+ze  your  audience Metrics: § Qualitative : Usability Testing / Session Monitoring Identify problems & slutions via a small panel of users § Quantitative : Audience analysis / Engagement rate / Sales Tracker users actions, conversion rate on users samples Number, amount & sales frequency + Revenues vs acquisition costs § Comparative : A/B, Multivariate Testing Comparing different the impact of different scenarios Measure what texts/images are the most efficient § Competitive benchmarks : Monitoring & Tracking Competitors Benchmark competition, channels, stats & keywords      ©  HUBinsAtute.com   33
  63. 63. #6  How  to  measure  the  ROI  of  social  media?5/5  Revenues  :  mone+ze  your  audience Revenues Metrics: § Qualitative : Usability Testing / Session Monitoring Identify problems & slutions via a small panel of users § Quantitative : Audience analysis / Engagement rate / Sales Tracker users actions, conversion rate on users samples Number, amount & sales frequency + Revenues vs acquisition costs § Comparative : A/B, Multivariate Testing Comparing different the impact of different scenarios Measure what texts/images are the most efficient § Competitive benchmarks : Monitoring & Tracking Competitors Benchmark competition, channels, stats & keywords      ©  HUBinsAtute.com   33
  64. 64. #6  How  to  measure  the  ROI  of  social  media?5/5  Revenues  :  Ex  :  Mul+variable  tes+ng  on  a  site https://accounts.google.com/ServiceLogin?service=websiteoptimizer&continue=      ©  HUBinsAtute.com   34
  65. 65. #6  How  to  measure  the  ROI  of  social  media?5/5  Revenues  :  Ex  :  Mul+variable  tes+ng  on  a  site https://accounts.google.com/ServiceLogin?service=websiteoptimizer&continue=      ©  HUBinsAtute.com   34
  66. 66. #6  How  to  measure  the  ROI  of  social  media?5/5  Revenue  :  Ex  :  Mul+variable  tes+ng  on  Facebook  Ads http://www.performads.fr http://www.socialadstool.com/teaser      ©  HUBinsAtute.com   35
  67. 67. #7  How  to  improve  ROI  with  Social  Media?You  can  increase  revenues….   ROI = Gain from Investment – Cost of Investment Cost of Investment      ©  HUBinsAtute.com   36
  68. 68. #7  How  to  improve  ROI  with  Social  Media?Or  reduce  your  cost ROI = Gain from Investment – Cost of Investment Cost of Investment      ©  HUBinsAtute.com   37
  69. 69. #7  How  to  improve  ROI  with  Social  Media?Increase  revenues  or  decrease  your  costs… ROI =      ©  HUBinsAtute.com   38
  70. 70. #7  How  to  improve  ROI  with  Social  Media?Increase  revenues  or  decrease  your  costs… ROI = Increase revenus § Increase the number of clients § Grow the size of each order § Boost purchase frequency § Increase loyalty      ©  HUBinsAtute.com   38
  71. 71. #7  How  to  improve  ROI  with  Social  Media?Increase  revenues  or  decrease  your  costs… ROI = Increase revenus Decrease costs § Increase the number of § Reduce marketing R&D clients costs § Grow the size of each order § Limit product development § Boost purchase frequency investment § Increase loyalty § Increase your productivity § Decrease IT & marketing costs      ©  HUBinsAtute.com   38
  72. 72. #8  Integrate  with  your  other  metricsTowards  a  super  360°  dashboard?      ©  HUBinsAtute.com   39
  73. 73. #8  Integrate  with  your  other  metricsThe  art  of  Data  Vizualisa+on      ©  HUBinsAtute.com   40
  74. 74.    2.  SOCIAL  MEDIA  &  R.O.I.        MEASURE  IS  CHALLENGING      ©  HUBinsAtute.com 41
  75. 75. #9  The  challenge  of  aligning  departments  &  objecAvesSilo  organizaAon  tends  to  generate  diverging  objecAves  &  prioriAes Insights Engagement P&L R.O.I.      ©  HUBinsAtute.com   42
  76. 76. #10  Infobesity  creates  inacAonWhen  too  many  metrics  become  just  too  much  to  handle      ©  HUBinsAtute.com   43
  77. 77. #11  Don’t  give  up  too  easilyBeware  to  overexpecta+ons  created  by  the  «    hype  »        ©  HUBinsAtute.com   44
  78. 78. #12  MarkeAng  2.0  is  cheapViral  marke+ngs  is  NOT  a  «  low  cost  »  solu+on  ?      ©  HUBinsAtute.com   45
  79. 79. #12  MarkeAng  2.0  is  cheapViral  marke+ngs  is  NOT  a  «  low  cost  »  solu+on  ? Traditional Marketing Cost Impact      ©  HUBinsAtute.com   45
  80. 80. #12  MarkeAng  2.0  is  cheapViral  marke+ngs  is  NOT  a  «  low  cost  »  solu+on  ? Traditional Viral Marketing Marketing Cost Cost Impact Impact      ©  HUBinsAtute.com   45
  81. 81. #12  MarkeAng  2.0  is  cheapViral  marke+ngs  is  NOT  a  «  low  cost  »  solu+on  ? Traditional Viral Marketing Marketing Cost Cost Impact Impact Viral  offers  beSer  ROI  and  not  lower  cost      ©  HUBinsAtute.com   45
  82. 82. #13  Budget  the  right  wayThe  3/3  rule Budget  for   an  efficient  social  media  strategy      ©  HUBinsAtute.com   46
  83. 83. #13  Budget  the  right  wayThe  3/3  rule Budget  for   an  efficient  social  media  strategy 1/3 = Building   Pla{orms (design,  programing,   technology,  hosAng.)      ©  HUBinsAtute.com   46
  84. 84. #13  Budget  the  right  wayThe  3/3  rule Budget  for   an  efficient  social  media  strategy 1/3 1/3 = = Building   Community Pla{orms management (design,  programing,   (community  management,   technology,  hosAng.) moderaAon,  content,  uAlity)      ©  HUBinsAtute.com   46
  85. 85. #13  Budget  the  right  wayThe  3/3  rule Budget  for   an  efficient  social  media  strategy 1/3 1/3 1/3 = = = Building   Community Community   Pla{orms management promoAon   (design,  programing,   (community  management,   (SEO,  ads  &,  banner,  emailing, technology,  hosAng.) moderaAon,  content,  uAlity) …)      ©  HUBinsAtute.com   46
  86. 86. #14  A  tool  without  any  human  analysis  makes  no  senseWhen  did  you  REALLY  check  your  webanaly+cs  for  the  last  +me?      ©  HUBinsAtute.com   47
  87. 87. #15  Measurement  is  useless  If  it  leads  to  no  ac+on  based  on  the  analysed  results…      ©  HUBinsAtute.com   48
  88. 88. How  to  download  these  slides?Just  click  on  the  link  below  and  fill  up  the  form   Click  below h>p://www.hubins+tute.com/reports       to  get  the  slides  of  this   presenta5on      ©  HUBinsAtute.com   49
  89. 89. Some  useful  sites And  readings  regarding  social  media  ROI §  hSp://thebrandbuilder.wordpress.com §  hSp://www.mashable.com   §  hSp://www.slideshare.net/dmc500hats   §  hSp://www.emmanuelvivier.com   §  hSp://www.mondaynote.com   §  www.culture-­‐buzz.com   §  hSp://www.webmetricsguru.com          ©  HUBinsAtute.com  © 2010. VanksenGroup SA, all rights reserved.All the content is confidential. This document may neither be used nor disclosed to third parties without prior authorisation.
  90. 90. ContactMain  office,  workshop  and  training  rooms Vincent  Ducrey Emmanuel  Vivier Digital communication expert Digital marketing expert Email : vincent.ducrey@hubinstitute.com Email : emmanuel.vivier@hubinstitute.com Digital Think Tank Twitter : http://www.twitter.com/vincent_ducrey Twitter : http://www.twitter.com/emmanuelvivier Linkedin : http://fr.linkedin.com/in/vincentducrey Linkedin : http://fr.linkedin.com/in/emmanuelvivier 51 rue Pierre Charron 75008 Paris France Phone : +33.1.77.10.69.04      ©  HUBinsAtute.com 51

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