How to measure ROI for Social Media ? Vanina Delobelle, Ph.D. July 2009

Business Goals

Define what is your Business Goal MARKETING Increase traffic to your site Improve brand positioning (have more people talk about the brand) Reach a new customer segment Set a new marketing message (new positioning, new marketing campaign) Set a communication media with customers You can have one major goal or multiple goals depending on your business issues. Vanina Delobelle

MARKETING

Increase traffic to your site

Improve brand positioning (have more people talk about the brand)

Reach a new customer segment

Set a new marketing message (new positioning, new marketing campaign)

Set a communication media with customers

Define what is your Business Goal PRODUCT Gather customer feedback about products Set up user testing Build a customer service Launch customer surveys Do market research and competition analysis Vanina Delobelle

PRODUCT

Gather customer feedback about products

Set up user testing

Build a customer service

Launch customer surveys

Do market research and competition analysis

Define what is your Business Goal SALES Increase customer satisfaction Increase number of recurring sales Increase lead generation Open a new sales channel Reach a new customer segment Vanina Delobelle

SALES

Increase customer satisfaction

Increase number of recurring sales

Increase lead generation

Open a new sales channel

Reach a new customer segment

Define what is your Business Goal CORPORATE Hire talents Increase employee retention Improve internal knowledge sharing Increase internal communication Vanina Delobelle

CORPORATE

Hire talents

Increase employee retention

Improve internal knowledge sharing

Increase internal communication

Market Segmentation

Know who your customers are Segment precisely your customers as this is the beginning of successful ROI with Social Media. Because you will know your customer, you will be able to set up the most appropriate campaign and target the most relevant media. Vanina Delobelle

Know who your customers are Socio-demographics data Usages (psychological data) Communication channels Expectations in term of sales and messages How do they perceive ads What are their social graphs (how do they link to each other) Purchasing decision cycle Who do they partner with Vanina Delobelle

Socio-demographics data

Usages (psychological data)

Communication channels

Expectations in term of sales and messages

How do they perceive ads

What are their social graphs (how do they link to each other)

Purchasing decision cycle

Who do they partner with

Campaign Definition

Define the right campaign Define the messages Define the tone Define the formats (video, ads…) Define the degree of virality (some formats will be more appropriate than others for a pure viral campaing) Pick the partners you want to work with Define your budget Define your timeline Vanina Delobelle

Define the messages

Define the tone

Define the formats (video, ads…)

Define the degree of virality (some formats will be more appropriate than others for a pure viral campaing)

Pick the partners you want to work with

Define your budget

Define your timeline

Social Media Selection

Select the right media for you Not all the Social Media will be successful for you ! And one of the last thing you want to is be like everybody… Vanina Delobelle

Select the right media for you - Examples You want to launch a new fashion product targeting 20-35 years old women. Your business goal is to position the marketing message and trigger the first sales…which social media could you select ? Blogs YouTube Viral campaign on Facebook with a social game Twitt contests for the product on your current corporate account… Vanina Delobelle

You want to launch a new fashion product targeting 20-35 years old women. Your business goal is to position the marketing message and trigger the first sales…which social media could you select ?

Blogs

YouTube

Viral campaign on Facebook with a social game

Twitt contests for the product on your current corporate account…

Select the right media for you - Examples You offer a BtoB product targeting big corporations and you want to increase customer satisfaction and generate more sales with your installed base… which social media could you select ? Webinars Forums for tips Online advisory boards Virtual fairs where customers can meet and talk to each others Slideshare to present new products… Vanina Delobelle

You offer a BtoB product targeting big corporations and you want to increase customer satisfaction and generate more sales with your installed base… which social media could you select ?

Webinars

Forums for tips

Online advisory boards

Virtual fairs where customers can meet and talk to each others

Slideshare to present new products…

Select the right media for you - Examples You acquired a new company and you want to spread the message that you now have new offers in your porfolio… which social media could you select ? Blogs Twitter Slideshare Wikipedia… Vanina Delobelle

You acquired a new company and you want to spread the message that you now have new offers in your porfolio… which social media could you select ?

Blogs

Twitter

Slideshare

Wikipedia…

Allocate Resources

Allocate the right resources Social Media require resources to create the content and keep your communities active. Vanina Delobelle

Allocate the right resources Think thoroughly to build a team to deal with social media Social Media does not happen by magic, it requires people who know what they are talking about and not only social media users Identify internally who are already the best people to talk about your company and set up a pod gathering these people Work with partners who can leverage your brand and others who can create valuable content Vanina Delobelle

Think thoroughly to build a team to deal with social media

Social Media does not happen by magic, it requires people who know what they are talking about and not only social media users

Identify internally who are already the best people to talk about your company and set up a pod gathering these people

Work with partners who can leverage your brand and others who can create valuable content

Results Measurement

Measure the results Yes ROI exists for Social Media ! Depending on your business goal you can assess if you reached your target. Different measures will be used. Vanina Delobelle

Measure the results TRAFFIC Number of views Number of unique visitors Number of returning visitors Drop rate Location of the users Time spent on the site… Vanina Delobelle

TRAFFIC

Number of views

Number of unique visitors

Number of returning visitors

Drop rate

Location of the users

Time spent on the site…

Measure the results BRANDING Number of external links Number of conversations about the brand Quality of the conversations Number of active users in the community… Vanina Delobelle

BRANDING

Number of external links

Number of conversations about the brand

Quality of the conversations

Number of active users in the community…

Measure the results CUSTOMER SATISFACTION Recurring sales Number of customers willing to talk in your favor in conferences for example Number of user feedbacks for new products generation and product testing New revenues generated on a new segment… Vanina Delobelle

CUSTOMER SATISFACTION

Recurring sales

Number of customers willing to talk in your favor in conferences for example

Number of user feedbacks for new products generation and product testing

New revenues generated on a new segment…

Measure the results INTERNAL PROCESSES Number of qualified candidates you reached Employees turnover Employees satisfaction (do a survey to know about it) Increase in productivity (timelines met, conflicts decreased…)… Vanina Delobelle

INTERNAL PROCESSES

Number of qualified candidates you reached

Employees turnover

Employees satisfaction (do a survey to know about it)

Increase in productivity (timelines met, conflicts decreased…)…

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