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
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 />
Who do you wantto get to door think what?And how do you knowwhen they’ve done it?<br />
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 />
Social Media/Online PR => £300K of trackable sales<br />
But how does ROI & customer service work?<br />
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 />