Being social

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  • Followers, friends, retweets, commenters, comments, are only so much
  • PR people are used to this.Media people have got stats and numbers and data.PR people are used to nuance and subtlety.Google alertsTweetdeckGoogle analyticsBrandwatch/Radian 6/Sysomos/NeilsenbuzzmetricsOmniture/Doubleclick
  • ReputationSalesInfluence v Volume?Reach v Time?Views v Comments?Followers v Retweets?Brand reputation v Sales?My ROI is bigger than your ROI so there...
  • Only play the ROI game on a level playing field.
  • £300K increase indirect sales
  • ROI is no longer an issue when it comes to reputation online.It’s a hygeine factor. It’s expected.I can’t put figures on it, but the sooner a lid is put on a story (generally) the less it propogates. Speed is essential
  • Being social

    1. 1. TITLE TO GO HEREAdditional detailsDate<br />Put your money<br />where your mouse is<br />Chris Reed<br />Managing Partner, Brew<br />@chris_reed<br />www.brewdigital.com<br />
    2. 2. What’s the ROI of a nice cup of tea?<br />
    3. 3. The best way to judge the effectiveness of a social media campaignis not simply to judge the effectiveness of a social media campaign<br />
    4. 4. followers, flows, friends, fans, connections, counts, re-tweets, comments, diggs, bookmarks, counts, tags, stumbles, views, readers, shares, tweets, unique commenters, pagerank, cpm, pagerank, sentiment scores.<br />
    5. 5. But how do you compare...<br />
    6. 6. Evaluation > Measurement<br />
    7. 7. You want to do what, exactly?<br />
    8. 8. Who do you wantto get to door think what?And how do you knowwhen they’ve done it?<br />
    9. 9. Define the specificsSales increase? Reputation improvement? Customer service speed?Measure the outputssocial mentions, links, views, engagement, followers and friendsEvaluate the outcomes and impacts against budgetCPA, tracker research, behaviour change, sales increase<br />
    10. 10. Social Media/Online PR => £300K of trackable sales<br />
    11. 11. Social media => 10,000+ user aquisition<br />
    12. 12. But how does ROI & customer service work?<br />
    13. 13. The social media crisis cycle<br />Other twitterati drive the story.<br />Someone is offended (by a brand) and tweets it<br />Bloggers get interested.<br />Brand responds.<br />Or doesn’t<br />Mainstream news expands and propagates story<br />Brand’s response is picked over by social media gurus<br />
    14. 14. Now – what’s this cup of tea worth?<br />
    15. 15. TITLE TO GO HEREAdditional detailsDate<br />Put your money<br />where your mouse is<br />Chris Reed<br />Managing Partner, Brew<br />@chris_reed<br />www.brewdigital.com<br />

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