Conversation Starters          @anthonybosschem     Social Media Forum:There’s no ROI in social media
Imagine
What do you need?
1.Link strategy to results
2.Make sense out of RT’s & fans
3.Benchmark social to other communication channels
sneaky 4.Don’t ever have to go through this again.
How will you get there?
Ditch ROI,You have no reliable ‘R’
What do you have?
1.Cost per channel  The ‘I’ in ROI
2.A shitload of KPI’s   per channel
3.A strict yet flexible   buying cycle
Awareness   AppreciationAdvocacy      Action
Link it
Awareness
Impressions
Newsletter  opens            Post Views          ImpressionsViews              Banner                 Impressions        ...
Appreciation
Engagement
Followers              MentionsFans                     ...           Engagement   Lists              Likes              C...
Action
Leads
Formssubmitted            Coupons             Leads        ...   Hardconversion      Whitepaper                downloads
Advocacy
Referrals
Mentions                      Reviews          Referrals        ... Statusupdates             Inbound               links
If we put all this together
Connect KPI’s to A’s            Awareness Appreciation          Action        Advocacy           Impressions Engagement   ...
Hey, this looks likea balanced scorecard!
Enter cost
Monthly Facebook cost       € 1000 1/4 FTE        € 500 Outsourced        € 250 Hosting Apps  +     € 250 Used tools      ...
Connect cost to KPI’s                 Awareness Appreciation   Action   Advocacy                Impressions Engagement    ...
Connect cost to KPI’s                 Awareness Appreciation      Action        Advocacy                Impressions Engage...
Do this for every channel
Benchmark channels  Awareness    Appreciation   Action       Advocacy
Benchmark channels  Awareness    Appreciation  Advocacy       Action
Benchmark channels  Awareness         Appreciation              ...  Advocacy            Action
40302010 0     Awareness   Appreciation   Action   Advocacy                                   Translate strategy
5037,5 2512,5  0       Awareness   Appreciation    Action   Advocacy                                  Compare with results
Detect responsible channel   Cost per       Cost per  Impression     Engagement   Cost per       Cost per   Referral      ...
Reallocate resources   Cost per       Cost per  Impression     Engagement   Cost per        Cost per   Referral         Lead
3022,5 15 7,5  0       Awareness   Appreciation   Action     Advocacy                                           Evaluate e...
This is not new
IAB Framework©Source: http://www.iabuk.net/en/1/iabaunchessocialmediameasurmentframework140710.mxs
Foundation for Measurement Standards©Source: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/...
It’s been done before©Source: http://www.balancedscorecard.org/
And that’s a good thing
Questions?
Tnx!
Bart De Waele     W:  www.talkingheads.be        E:   bartdewaele@talkingheads.be       E: info@talkingheads.be           ...
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There's no ROI in social media

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  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
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  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
  • Waarom is sociale media zo’n groot succes?\n
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  • Waarom is sociale media zo’n groot succes?\n
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  • There's no ROI in social media

    1. 1. Conversation Starters @anthonybosschem Social Media Forum:There’s no ROI in social media
    2. 2. Imagine
    3. 3. What do you need?
    4. 4. 1.Link strategy to results
    5. 5. 2.Make sense out of RT’s & fans
    6. 6. 3.Benchmark social to other communication channels
    7. 7. sneaky 4.Don’t ever have to go through this again.
    8. 8. How will you get there?
    9. 9. Ditch ROI,You have no reliable ‘R’
    10. 10. What do you have?
    11. 11. 1.Cost per channel The ‘I’ in ROI
    12. 12. 2.A shitload of KPI’s per channel
    13. 13. 3.A strict yet flexible buying cycle
    14. 14. Awareness AppreciationAdvocacy Action
    15. 15. Link it
    16. 16. Awareness
    17. 17. Impressions
    18. 18. Newsletter opens Post Views ImpressionsViews Banner Impressions ...
    19. 19. Appreciation
    20. 20. Engagement
    21. 21. Followers MentionsFans ... Engagement Lists Likes CommentsSubscribers
    22. 22. Action
    23. 23. Leads
    24. 24. Formssubmitted Coupons Leads ... Hardconversion Whitepaper downloads
    25. 25. Advocacy
    26. 26. Referrals
    27. 27. Mentions Reviews Referrals ... Statusupdates Inbound links
    28. 28. If we put all this together
    29. 29. Connect KPI’s to A’s Awareness Appreciation Action Advocacy Impressions Engagement Leads Referrals Attributed Fans/ Conversions/ Mentions inFacebook Post views Comments/ Coupon status updates Wall posts downloads Inbound links/ Attributed External Blog Pageviews Comments/ Conversions Reviews Social shares
    30. 30. Hey, this looks likea balanced scorecard!
    31. 31. Enter cost
    32. 32. Monthly Facebook cost € 1000 1/4 FTE € 500 Outsourced € 250 Hosting Apps + € 250 Used tools € 2000
    33. 33. Connect cost to KPI’s Awareness Appreciation Action Advocacy Impressions Engagement Leads Referrals 2000 € 1000 150 10 25Facebook Cost
    34. 34. Connect cost to KPI’s Awareness Appreciation Action Advocacy Impressions Engagement Leads Referrals €6 € 13 € 80 2000 € € 200 Cost per Cost per Cost perFacebook Cost Cost per Lead Impression Engagement Referral
    35. 35. Do this for every channel
    36. 36. Benchmark channels Awareness Appreciation Action Advocacy
    37. 37. Benchmark channels Awareness Appreciation Advocacy Action
    38. 38. Benchmark channels Awareness Appreciation ... Advocacy Action
    39. 39. 40302010 0 Awareness Appreciation Action Advocacy Translate strategy
    40. 40. 5037,5 2512,5 0 Awareness Appreciation Action Advocacy Compare with results
    41. 41. Detect responsible channel Cost per Cost per Impression Engagement Cost per Cost per Referral Lead
    42. 42. Reallocate resources Cost per Cost per Impression Engagement Cost per Cost per Referral Lead
    43. 43. 3022,5 15 7,5 0 Awareness Appreciation Action Advocacy Evaluate effect
    44. 44. This is not new
    45. 45. IAB Framework©Source: http://www.iabuk.net/en/1/iabaunchessocialmediameasurmentframework140710.mxs
    46. 46. Foundation for Measurement Standards©Source: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-061311
    47. 47. It’s been done before©Source: http://www.balancedscorecard.org/
    48. 48. And that’s a good thing
    49. 49. Questions?
    50. 50. Tnx!
    51. 51. Bart De Waele W: www.talkingheads.be E: bartdewaele@talkingheads.be E: info@talkingheads.be T: +32 495 51 36 36 T: +32 9 335 22 71 Sofie Verhalle Bart Debunne E: sofieverhalle@talkingheads.be E: bartdebunne@talkingheads.be T: +32 478 20 84 11 T: +32 486 76 70 26 Anthony Bosschem Joke De NulE: anthonybosschem@talkingheads.be E: jokedenul@talkingheads.be T: +32 485 15 66 13 T: +32 486 41 84 30

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