Social Media ROI Measurement

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    Social Media ROI Measurement - Presentation Transcript

    1. Social Media ROI Measurement
    2. Quantitative Measurement
    3. Activity Metrics
      • For measuring the response of social media campaign, the following activity metrics are developed by our webmaster:
        • Pageviews
        • Unique visitors
        • Members
        • Posts (ideas/threads)
        • Number of groups (networks/forums)
        • Comments & Trackbacks
        • Tags/Ratings/Rankings
        • Time spent on site
        • Contributors
        • Active contributors
        • Word count
        • Referrals
        • Completed profiles
        • Connections (between members)
        • Ratios: Member to contributor; Posts to comments; Completed profiles to posts
        • Periods: By day, week, month, year
        • Frequency: of visits, posts, comments
      • Specific activity metrics are selected to use accourding to the objectives and the scale of the campaign
    4. Survey Metrics
      • Surveys are conducted by using our proprietary survey tool ROPA to develop the following metrics
        • Satisfaction
        • Affinity
        • Quality and speed of issue resolution
        • Referral likelihood
        • Relevance of content, connections
    5. Marketing/ Sales Metrics
      • For measuring marketing/ sales driven social media campaign, the following activity metrics could be developed by daily operation records
        • Cost per number of engaged prospects (community vs. other initiatives)
        • Number of leads/period
        • Number of qualified leads/period
        • Ratio of qualified to non-qualified leads
        • Cost of lead
        • Time to qualified lead
        • Lead conversion
        • Number of pre-sales reference calls (to other customers)
        • Average new revenue per customer
        • Lifetime value of customers
    6. Customer Support Metrics
      • ROPA surveys and daily operation records are used to develop the following customer support metrics
        • Customer satisfaction
        • Number of initiated support tickets per customer per period
        • Support cost per customer in community
    7. Qualitative Measurement
    8. Benchmarks
      • Are we currently part of conversations about our product/industry?
      • How are we currently talked about versus our competitors?
      • Build better relationships with our key audiences?
      • Participate in conversations where we hadn’t previously had a voice?
      • Move from a running monologue to a meaningful dialogue with customers?
      • ROPA surveys are used to evaluate whether the benchmarks has been achieved
    9. How organizations measure ROI for their social media strategy?
    10. Example
      • Mystarbucks.com is a community set up to increase communications between the company and their customers
      • It serves two primary functions:
        • Respond to the community
        • Review and promote ideas . 
      • Customers join the online community to submit suggestions/comments and vote on others’ ideas.  There are also forums where customers can talk directly to Starbucks representatives (roughly 200  moderators) from departments like beverages, cards, food and Human Resources
      Example: mystarbucksidea.com
    11. Example: mystarbucksidea.com
      • Measurement:
      • 3 million unique visitors
      • 60,000 ideas submitted
      • 100,000s of comments
      • 460,000 votes
      • 2,500 moderator comments
    12. ROPA®
    13. ROPA® ROPA® - is an electronic management survey platform that measures an audience’s opinion and views towards a brand, product or service offering. It provides real time reports and self-calculating analysis in a graphic format, accessible 24/7. Results can be used to support ATL & BTL campaigns. It is independent, credible market intelligence gained through professional third party – no bias.
    14. Thank You

    + pprhongkongpprhongkong, 9 months ago

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