Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Evaluation, Metrics & ROI (yikes) The way we use the internet is changing
publisher and consumer are now the same person Real time, interactive... “Web 2.0”...
Publisher = Consumer + greater ownership and engagement - less inclined to accept advertising on that platform
Engage & add value “ Successful” campaign has to:
1) Types of metrics 2) Example metrics 3) Example free tool
Traditional Metrics A dvertising  V alue  E quivalent Audience sentiment Share of voice Clip counting...
Output or outcome? clips vs opinion
Activity Metrics Visitors & Pageviews Friends & Followers Posts & Comments
Activity Metrics Measuring engagement & value quality NOT quantity
Activity Metrics Feedback & Referrals Brand mentions / topic mention x 100 = %
ROI Metrics AVE of online ads online cutting services
Cost of feedback online  vs cost of focus groups Retrospective value of  an idea from feedback ROI Metrics
Other Metrics - HR Retention/Employee turn over  Time to hire   Hiring cost  Training cost  Time to acclimation for new em...
http://www.google.com/alerts
http://search.twitter.com
Google Alert (“feed” RSS) Twitter Search (RSS feed) Other  RSS results Google Reader
http://www.google.com/reader/
Shortens URLs Cross Platform Analytics + Free
Tweets, comments and other uses appear below
In the UK:  1 in every 6 mins online is spent in online communities Source: Nielson “Global Faces and Networked Places” re...
Q&A
Upcoming SlideShare
Loading in …5
×

Return on investment of social media by Luke Williams

726 views

Published on

Presented at the CIPR Wessex Social Media fast facts workshop on 22nd July 2009

Return on investment of social media by Luke Williams

  1. 1. Evaluation, Metrics & ROI (yikes) The way we use the internet is changing
  2. 2. publisher and consumer are now the same person Real time, interactive... “Web 2.0”...
  3. 3. Publisher = Consumer + greater ownership and engagement - less inclined to accept advertising on that platform
  4. 4. Engage & add value “ Successful” campaign has to:
  5. 5. 1) Types of metrics 2) Example metrics 3) Example free tool
  6. 6. Traditional Metrics A dvertising V alue E quivalent Audience sentiment Share of voice Clip counting...
  7. 7. Output or outcome? clips vs opinion
  8. 8. Activity Metrics Visitors & Pageviews Friends & Followers Posts & Comments
  9. 9. Activity Metrics Measuring engagement & value quality NOT quantity
  10. 10. Activity Metrics Feedback & Referrals Brand mentions / topic mention x 100 = %
  11. 11. ROI Metrics AVE of online ads online cutting services
  12. 12. Cost of feedback online vs cost of focus groups Retrospective value of an idea from feedback ROI Metrics
  13. 13. Other Metrics - HR Retention/Employee turn over Time to hire Hiring cost Training cost Time to acclimation for new employees
  14. 14. http://www.google.com/alerts
  15. 15. http://search.twitter.com
  16. 16. Google Alert (“feed” RSS) Twitter Search (RSS feed) Other RSS results Google Reader
  17. 17. http://www.google.com/reader/
  18. 18. Shortens URLs Cross Platform Analytics + Free
  19. 19. Tweets, comments and other uses appear below
  20. 20. In the UK: 1 in every 6 mins online is spent in online communities Source: Nielson “Global Faces and Networked Places” report (March 2009)
  21. 21. Q&A

×