measuring & communicating social ROI

397 views

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
397
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • ----- Meeting Notes (05/04/2011 19:57) -----bebo value
  • Classic marketing questionsInvolve all stakeholders early
  • Any promotional activity is going toincrease the need for community
  • 63% of consumers said they were as likely or more likely to purchase something from a company after ending their Facebook relationship.
  • measuring & communicating social ROI

    1. 1. measuring social return on investment <br />
    2. 2. Agendame.applying classic thinking to new channels.1st and 3rd party tracking tools.reporting Internally.questions.<br />
    3. 3. me: a visual CV<br />2010<br />2006<br />2007<br />2005<br />
    4. 4. Q. what behaviour or response <br />am I trying to elicit?<br />(Is it appropriate to the channel?)<br />(Is it the *right* response for the business?)<br />have I communicated this effectively to stakeholders? What are their KPIs?<br />
    5. 5. Q. campaign or community?<br />
    6. 6. Q. campaign or community?<br />
    7. 7. community<br />newer metrics & reporting;<br />RT, follows, @, likes, unlikes, comments<br />no. of conversations/contacts<br />
    8. 8. campaign<br />all the community metrics plus classic KPIs:<br />lead, conversion, click, revenue<br />objective & outcome<br />start & end<br />cost, return<br />
    9. 9. 1st party tracking tools<br />
    10. 10. tools – Facebook insights (old)<br />http://www.ampmusicmarketing.com/tools/facebook-insights-gets-better/<br />
    11. 11. tools – Facebook insights<br />
    12. 12. leveraging Facebook insights<br />
    13. 13. Source: Exacttarget/Cotweet http://www.exacttarget.com/resources/SFF8.pdf<br />
    14. 14. tools – YouTube video statistics<br />
    15. 15. tools – YouTube video statistics<br />evolution of views<br />engagement/interaction<br />milestones<br />basic demographics<br />
    16. 16. tools – YouTube video statistics<br />
    17. 17. 3rd party tracking tools<br />
    18. 18. Facebook ‘agencies’<br />
    19. 19. Facebook ‘agencies’<br />
    20. 20. tools<br />free<br />paid<br />
    21. 21. tools: Wildfire<br />
    22. 22. tools: Wildfire<br />
    23. 23. tools: BrandsEye<br />
    24. 24. tools: BrandsEye<br />Links social to Advertising Value Equivalent (AVE)<br />Indexes the entire web<br />Works for any language<br />
    25. 25. Reporting within the business<br />
    26. 26. According to a survey across 17 SABMiller markets, senior management buy-in was identified as the number one factor preventing adoption of tools and developing capabilities in the discipline.<br />Source: Quirk Marketing<br />
    27. 27. Q. what results do my stakeholders want to see? <br />(based on the initial consultation with them)<br />Business needs.<br />Group goals/targets.<br />Effective communications.<br />
    28. 28. classic thinking for new channels<br />
    29. 29. Questions?<br />contact me;<br />@petedanks<br />slideshare.net/danksy<br />facebook.com/luchalocos<br />

    ×