0
Generating ROI from
Social Media Engagement
Giles Palmer
CEO, Brandwatch
giles@brandwatch.com
Tel: +44 (0)1273 234 293
©20...
What is ROI?
ayback from investment > cost
SSUES:
iming and context of the organisation
easuring the payback
essage: ROI d...
Social media marketing to drive TRAFFIC
-consultancy
isit to econsultancy.com = £0.62
TRATEGY:
ngage online via bbc blogs,...
e-consultancy
ost ~ £10k
eturn – traffic @ £0.62 per visit
Direct £11k
Search < £44k
Other benefits
© 2010 Brandwatch | ww...
Brandwatch
rticle on Fresh Networks 22nd
April
38 Clicks (5 yesterday)
5 Demos
Customers
£20k Revenue
© 2010 Brandwatch | ...
Social media MONITORING & MARKETING
et objectives
inding the conversations
et benchmarks
nly show users what they need
ive...
Setting the OBJECTIVES
onitoring vs marketing
ligned the two
ligned with org. structure
© 2010 Brandwatch | www.brandwatch...
Fitting into org. structure
E.On
DEPARTMENTS
PR, Brand & comms, Talent, Retail, Renewables…
WHAT DO THEY WANT TO TRACK?
Br...
Find the conversations –
Getting the queries RIGHT
Disambiguation – http://en.wikipedia.org/wiki/Comet
© 2010 Brandwatch |...
© 2010 Brandwatch | www.brandwatch.com 10
(Comet OR "tweety uppy" OR comet.co.uk OR cometparcel OR cometdeals OR
comet.co....
Editing queries – FALSE EFFECTS
© 2010 Brandwatch | www.brandwatch.com 11
Benchmarking
ebstats
onversion rates
olume of conversation
entiment
ompetitors
ype of conversation
© 2010 Brandwatch | www...
Benchmarks – DIFFERENT INDUSTRIES
© 2010 Brandwatch | www.brandwatch.com 13
1. The most popular brands have an unmanageabl...
Benchmarks – INTERESTING MENTIONS
© 2010 Brandwatch | www.brandwatch.com 14
CiscoHondaE.onPantene
Not interesting
(e.g. pa...
Benchmarks – VOLUME
© 2010 Brandwatch | www.brandwatch.com 15
Benchmarks – SENTIMENT
© 2010 Brandwatch | www.brandwatch.com 16
Only show users WHAT THEY NEED
ustom dashboards
ead only dashboards
eports
© 2010 Brandwatch | www.brandwatch.com 17
Getting it right can take TIME
and ITERATIONS
© 2010 Brandwatch | www.brandwatch.com 18
ROI example
For one client, in a 1 month period
Number of posts tracked ~100,000
Filtered to 4,500
Actual engagements < 2%...
Our tempting OFFER
THANK YOU for listening
Giles Palmer
giles@brandwatch.com
@joodoo9
20© 2010 Brandwatch | www.brandwatch...
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Brandwatch - GIles Palmer - Bloggers Don't Do Organisational Charts

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  • WHAT DO YOU WANT people to say about you?
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  • Transcript of "Brandwatch - GIles Palmer - Bloggers Don't Do Organisational Charts"

    1. 1. Generating ROI from Social Media Engagement Giles Palmer CEO, Brandwatch giles@brandwatch.com Tel: +44 (0)1273 234 293 ©2010 Brandwatch | www.brandwatch.com
    2. 2. What is ROI? ayback from investment > cost SSUES: iming and context of the organisation easuring the payback essage: ROI depends on the context © 2010 Brandwatch | www.brandwatch.com 2
    3. 3. Social media marketing to drive TRAFFIC -consultancy isit to econsultancy.com = £0.62 TRATEGY: ngage online via bbc blogs, specialist forums, bazaarvoice, answering questions on linkedin, wiki & yahoo answers © 2010 Brandwatch | www.brandwatch.com 3
    4. 4. e-consultancy ost ~ £10k eturn – traffic @ £0.62 per visit Direct £11k Search < £44k Other benefits © 2010 Brandwatch | www.brandwatch.com 4
    5. 5. Brandwatch rticle on Fresh Networks 22nd April 38 Clicks (5 yesterday) 5 Demos Customers £20k Revenue © 2010 Brandwatch | www.brandwatch.com 5
    6. 6. Social media MONITORING & MARKETING et objectives inding the conversations et benchmarks nly show users what they need ive it time © 2010 Brandwatch | www.brandwatch.com 6
    7. 7. Setting the OBJECTIVES onitoring vs marketing ligned the two ligned with org. structure © 2010 Brandwatch | www.brandwatch.com 7
    8. 8. Fitting into org. structure E.On DEPARTMENTS PR, Brand & comms, Talent, Retail, Renewables… WHAT DO THEY WANT TO TRACK? Brand, plants, competitors, lobby groups, sponsorship, campaigns © 2010 Brandwatch | www.brandwatch.com 8
    9. 9. Find the conversations – Getting the queries RIGHT Disambiguation – http://en.wikipedia.org/wiki/Comet © 2010 Brandwatch | www.brandwatch.com 9
    10. 10. © 2010 Brandwatch | www.brandwatch.com 10 (Comet OR "tweety uppy" OR comet.co.uk OR cometparcel OR cometdeals OR comet.co.uk/football OR comet.co.uk/goal) AND ("Bluffer's guide to gadgets" OR "Bluffers guide to gadgets" OR "Tweety Uppy" OR "come and play" OR "World Cup" OR "keith allen" OR "perfect pitch" OR "we live electricals" OR "comet store?" OR "home cinema" OR Hoover? OR iphone? OR iPod? OR ipad? OR Ironing OR JVC OR Kettle? OR Keyboard? OR Kodak OR Laptop? OR Laundry OR LCD OR LED OR Lense? OR comet.co.uk OR LG OR Macbook? OR "Memory Card?" OR Microwave? OR MP3 OR Netbook? OR "local comet" OR Nikon OR Nintendo? OR Olympus OR Oven? OR Panasonic OR PC OR PDA OR Pentax OR Peripheral? OR Philips OR Phillips OR Phone? OR Plasma? OR Playstation? OR Printer? OR raw:"B&Q" OR Processor? OR Projector? OR PSP OR Radio? OR Refrigerator? OR "Remote Control?" OR Samsung OR currys OR Sanyo OR "Sat Nav?" OR Scart? OR Shaver? OR SLR OR Sony OR Speakers OR Straightener? OR Television? OR "curry's" OR Toaster? OR Toshiba OR Trimmer? OR "Tumble Dryer?" OR Vacuum? OR Vaio OR dixons OR Video OR Viera OR Walkman OR "Washer Dryer?" OR "Washing Machine?" OR Wii OR Xbox OR "comet santa"~2 OR "dixon's" OR cometparcel OR "Discount code?" OR kesa OR "john lewis" OR kingfisher OR "pc world" OR pcworld OR tesco OR retailer? OR Installation OR delivery OR "we live electrical" OR Acer OR "Air Conditioner?" OR Apple? OR appliance? OR Asus OR Audio? OR "We Deal in Your Ideal" OR Binocular? OR "Blu ray?" OR Bravia OR Cable? OR Camcorder? OR Camera? OR "We Deal in Ideal" OR Canon OR Casio OR "Coffee Maker?" OR Compaq OR Computer? OR Cooker? OR "branch of comet" OR Daewoo OR "Data Storage" OR Dehumidifier? OR Dictaphone? OR Digital? OR Dishwasher? OR "comet electrical" OR DSLR OR DVD? OR Dyson? OR "electrical goods" OR Epilator? OR "comet group plc" OR freesat OR Freeview OR Freezer? OR Fridge? OR Haircare? OR Hairdryer? OR "comet store" OR "Hard Drive?" OR "HD ready?" OR HDMI OR Headphones OR Heater? OR "Hi Fi" OR HiFi OR 3dtv OR "3d tv"~5 OR hp OR "hewlett packard" OR "packard bell" OR vax OR kesa) -asteroid -haley -halley -hayley -haleys -halleys -crash -"vomit comet" -ford -"Williams Comet" -"BEA Comet" -"comet run" -"comet strike" -hayleys -"comet newspaper" -"comet & herald" -"surrey comet" -"captain comet" -"Hale Bopp" -nasa -"comet strikes" -Havilland -"silver comet" -"Comet Cowboy" -"comet holmes" -Persius -"Crosley Comet" -"Xda comet" -cometlabs -"comet labs" -"amino acid" -"blue comet" -Stardust -"Comet Crash" -"golden comet" -fish -goldfish -flyby -"night sky" -"evening sky" -spaceship -shuttle -Haviland -astrology -"hudson comet" -Mayan -"Comet Tavern" -Nostradamus -"comet chaser" ……
    11. 11. Editing queries – FALSE EFFECTS © 2010 Brandwatch | www.brandwatch.com 11
    12. 12. Benchmarking ebstats onversion rates olume of conversation entiment ompetitors ype of conversation © 2010 Brandwatch | www.brandwatch.com 12
    13. 13. Benchmarks – DIFFERENT INDUSTRIES © 2010 Brandwatch | www.brandwatch.com 13 1. The most popular brands have an unmanageable number of daily mentions 2. The volumes vary with industry; people only blog etc.. about things they are passionate about Daily mentions* of Videogame s Electronics Fashion Cosmetics Business services Beer ...most popular brands in that industry 17,000 e.g. Halo Reach 12,000 e.g. Ipad 4,000 e.g. Nike 3,000 e.g. Chanel 2,000 e.g. Xerox e.g. Budweiser400 z 15 3 e.g. Samsung R780 13 e.g. La Redoute 8 e.g. Charles Worthington 1 e.g. Lumigent e.g. Kronenbourg20 ...less popular brands e.g. Tron: evolution * Based on average Sept data for 5 popular and less popular brands
    14. 14. Benchmarks – INTERESTING MENTIONS © 2010 Brandwatch | www.brandwatch.com 14 CiscoHondaE.onPantene Not interesting (e.g. passing mention) Interesting to read Interesting and worth acting on 99% 1% c. 0.1% 65% 2% 33% 79% 20% 1% 24% 52% 24%
    15. 15. Benchmarks – VOLUME © 2010 Brandwatch | www.brandwatch.com 15
    16. 16. Benchmarks – SENTIMENT © 2010 Brandwatch | www.brandwatch.com 16
    17. 17. Only show users WHAT THEY NEED ustom dashboards ead only dashboards eports © 2010 Brandwatch | www.brandwatch.com 17
    18. 18. Getting it right can take TIME and ITERATIONS © 2010 Brandwatch | www.brandwatch.com 18
    19. 19. ROI example For one client, in a 1 month period Number of posts tracked ~100,000 Filtered to 4,500 Actual engagements < 2% Number of increased views 25,000 Increase in positive tonality 11% Decrease in negative tonality 25% ROI 558%
    20. 20. Our tempting OFFER THANK YOU for listening Giles Palmer giles@brandwatch.com @joodoo9 20© 2010 Brandwatch | www.brandwatch.com Free access for 1 month www.brandwatch.com/ For first 10 sign ups
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