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La comm digitale expliquée à mon - Michael TARTAR

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Comment calculer le ROI de la communication digitale, C'est ce que vous propose de découvrir Michael Tartar.

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La comm digitale expliquée à mon - Michael TARTAR

  1. 1. Association des professionnels des médias sociaux en entreprise
  2. 2. LE ROI DU DIGITAL ? #mediaaces @mediaaces /mediaaces
  3. 3. #mediaaces @mediaaces /mediaaces
  4. 4. LE ROI D’UN PROJET, C’EST ÇA ! Type Coûts de développement Coûts d'administration Coûts mensuels M1 -111 000 € 0€ -111 000 € M2 0€ 0€ 0€ M3 0€ 0€ 0€ M4 0€ 0€ 0€ M5 0€ 0€ 0€ M6 0€ -23 000 € -23 000 € M7 0€ 0€ 0€ M8 0€ 0€ 0€ M9 0€ 0€ 0€ M10 0€ 0€ 0€ M11 0€ -15 000 € -15 000 € M12 0€ 0€ 0€ Total -111 000 € -38 000 € -149 000 € Productivité du service client Economies de coûts mensuelles 7 425 € 7 425 € 7 574 € 7 574 € 7 725 € 7 725 € 7 802 € 7 802 € 7 490 € 7 490 € 7 715 € 7 715 € 8 872 € 8 872 € 10 203 € 10 203 € 8 672 € 8 672 € 7 372 € 7 372 € 7 593 € 7 593 € 7 441 € 7 441 € 95 883 € 95 883 € Chiffre d'affaires Ventes additionnelles Revenus mensuels 827 € 800 € 1 627 € 1 397 € 960 € 2 357 € 2 487 € 1 152 € 3 639 € 4 345 € 1 382 € 5 727 € 5 914 € 1 659 € 7 573 € 7 936 € 1 991 € 9 927 € 10 326 € 2 190 € 12 516 € 12 467 € 2 409 € 14 876 € 13 714 € 2 650 € 16 363 € 15 085 € 2 915 € 17 999 € 16 593 € 3 206 € 19 799 € 18 253 € 3 527 € 21 779 € 109 344 € 24 839 € 134 183 € Bénéfices mensuels -101 948 € 9 931 € 11 364 € 13 530 € 15 063 € -5 358 € 21 388 € 25 078 € 25 036 € 25 371 € 12 392 € 29 220 € 81 066 € Bénéfices cumulés -101 948 € -92 017 € -80 653 € -67 124 € -52 061 € -57 419 € -36 031 € -10 953 € 14 083 € 39 454 € 51 846 € 81 066 € #mediaaces @mediaaces /mediaaces
  5. 5. LE FINANCIER VEUT VOIR ÇA ! #mediaaces @mediaaces /mediaaces
  6. 6. FINANCER LE PROJET DE RÊVE #mediaaces @mediaaces /mediaaces
  7. 7. UN PEU DE MÉTHODE 1 2 Analyser 3 Modéliser #mediaaces @mediaaces 4 Chiffrer /mediaaces Présenter
  8. 8. DE L’AUDIENCE AUX EUROS 1 2 3 4 Exemple simplifié de diagramme causalité, tiré du livre #mediaaces @mediaaces /mediaaces
  9. 9. QUELQUES FORMULES 1 2 Nombre d’appels au X service client 3 4 Pourcentage X de clients allant sur le Web Coût d’appel au service client Exemple de formule de calcul de l’économie mensuelle de coûts du service client #mediaaces @mediaaces /mediaaces
  10. 10. QUELQUES CHIFFRES 1 2 3 4 22 000 5% de clients appels au X allant sur le X service client Web 6,35€ par appel au service client = 6 935€ économisés Exemple de calcul de l’économie de coûts du service client le 1er mois d’exploitation du service #mediaaces @mediaaces /mediaaces
  11. 11. UNE PRÉSENTATION 1 2 3 4 Description Jalons Volumétrie Marché Site de fiches de manipulation de mobile Lancement : M1 Mise à jour : M6, M11 22 000 appels au service client Tous mobiles Revenus - Augmentation de chiffre d’affaires - Augmentation de la durée de vie client Economies de coûts - Diminution d’appels au service client Coûts - Développement - Administration ROI - Point mort à M8 Exemple de présentation reprenant les chiffres illustrés dans le livre #mediaaces @mediaaces Total en k€ 134 Non quantifiable 95 111 38 81 /mediaaces
  12. 12. MERCI ! http://www.tikimee.com/michaeltartar #mediaaces @mediaaces /mediaaces

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