4. It’s
a
new
way
to
interact.
It’s
cool!
My
compeKtor
has
1M
fans.
It’s
key
for
the
reputaKon.
It’s
a
way
to
increase
revenue.
It’s
a
way
to
leverage
trust.
It’s
a
way
to
prevent
crisis.
Everybody
does
it.
My
boss
urges
me
to
do
it.
I
might
be
promoted.
No
need
to
know.
5. The
«
returns
»
Experience
• The
new
tools/soluKons
require
a
personal
experiment
InteracKon
• Dialog,
engagement,
inKmacy
with
the
brand
ReputaKon
• Image,
brand
aUributes,
trust
Revenue
• Traffic,
new
visitors,
prospects,
customers,…
Control
• Ability
to
locate
conversaKons
and
prevent
any
major
crisis
6. Based
on
the
investment
There
are
several
elements
to
measure
to
beUer
approach
the
noKon
of
ROI
on
social
media
8. Experience
• It’s
all
about
using
the
tools
that
the
stakeholders
are
using
on
their
end.
Community
managers
and
partners
need
to
be
(or
become)
influencers
themselves.
Their
influence
level
can
be
a
measurable
objecKve.
10. InteracKon
• First
measure
:
#
of
comments
/
#
of
posts
#comments/#posts
Situa0on
Less
than
1/10
Spectators
:
nearly
no
interacKon
To
1/1
Friends
:
community
builders,
early
fans,
2
to
10
Community
members
More
than
10
Fans
for
life
or
enemies
(upcoming
crisis)
11. InteracKon
• Second
measure
:
#
of
answers
/
#
of
comments
#answer/#comments
Situa0on
Less
than
1/10
Danger:
lack
of
aUenKon
Up
to
1/1
Right
level
of
interacKon
More
than
1
Suspicious
interacKon
12. InteracKon
• Third
measure
:
tone
%
of
comments
Tone
20%
PosiKve
50%
Neutral
30%
NegaKve
13. ReputaKon
• The
three
steps
for
measuring
the
reputaKon:
– Conduct
an
iniKal
survey
BEFORE
going
online,
– Monitor
the
web
and
tag
info,
– Create,
maintain
a
glossary
of
associated
terms.
15. ReputaKon
• Create
a
glossary:
one
way
to
measure
the
aUributes
of
a
reputaKon
is
to
pick
up
words
that
are
frequently
associated
to
the
brand
name.
16. Revenue
• Make
it
easy:
Prior
to
measure
revenue,
make
sure
to
create
a
direct
link
between
the
social
media
campaign
and
the
shop,
• Trace
new
customers:
make
sure
you
will
be
able
to
map
the
internet
users
flow,
• Value
new
business
17. Revenue
• Example
of
a
formula:
I
x
C
New
deal
cost
=
2
x
(NC
+
1/3EC)
x
A
• I
=
Investment
• C
=
Complexity
factor
(1
to
5)
• NC
=
Number
of
new
customers
• EC
=
Number
of
exisKng
customers
• A
=
Awarness
factor
(from
1
to
10)
18. Revenue
• Example
of
a
formula:
• I
=
10.000
US$
• C
=
4:
users
have
to
follow
a
long
process
to
register
• NC
=
55
• EC
=
200
• A
=
7:
the
brand
is
famous
10.000
x
4
New
deal
cost
=
=
23,48
US$
2
x
(55
+
1/3(200))
x
7
19. Control
• One
way
to
anKcipate
a
crisis
is
to
measure
the
evoluKon
of
the
previous
parameters.
– Sudden
loss
of
influence
of
the
community
managers,
– Growth
of
the
number
of
comments
by
post,
– Decrease
of
the
number
of
answers
by
comments,
– The
growth
of
the
negaKve
tone,
– The
growth
of
hosKle
tags,
– The
appearance
of
new
terms
in
the
glossary
– The
conKnuous
growth
of
the
deal
costs
–
All
this
can
announce
a
crisis
period.
20. To
summarize
Experience
InteracKon
ReputaKon
Today’s
influence
level
of
#Comments/posts
:
4,6
the
team:
#
answers/coms:
0,56
35
Tone
:
-‐ PosiKve:
12%
-‐ Neutral:
57%
-‐ NegaKve
:
31%
Experience
Control
Last
campaign
deal
cost
:
55$
22. Let
me
give
you
an
advice…
Create
and
organize
your
presence
online
prior
to
measure
something.
And
forget
about
measuring
your
very
first
iniKaKve.
