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Ist der Social Media ROI berechenbar?

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Return on Investment (ROI) ist der Teil des investierten Kapitals, der zum Unternehmen zurückkehrt. Können wir mehr als nur einen Nutzen, sondern einen ROI für das Unternehmen eruieren? Bernadette Bisculm zeigt die relevanten Aspekte auf, so dass die Teilnehmenden erkennen können, wann er berechenbar ist und wann geschätzt werden muss, ob der Nutzen dem Unternehmen die Kosten wert sind.

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  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Ist der Social Media ROI berechenbar?

  1. 1. Ist der Social Media ROI berechenbar? LearningZ, 13. Februar 2013 #learningZ #ROI LearningZ 13.02.2013 Bernadette @BisCulm
  2. 2. • Controller glauben ...Webspezialisten glauben ...Marketeers glauben ... LearningZ 13.02.2013 2
  3. 3. Bernadette Bisculm> 20 Jahre Erfahrung}  Leiterin Marketing & Kommunikation HWZ Hochschule für Wirtschaft Zürich}  PR- und Werbeberaterin Angst + Pfister AG}  PR- und Werbe-Agenturen Beraterin}  Market Manager / Kundenkommunikation Eurocard SA / Visa Center Bernadette Bisculm Dörflistrasse 10}  Hotellerie 8057 Zürich +41 44 586 72 84 +41 79 488 72 84Ausbildung www.bisculm.com}  MAS Business Communications HWZ}  WebPublisher SIZ}  FH Betriebsökonomie HWV Chur LearningZ 13.02.2013 3
  4. 4. Klärung der Definitionen•  Erfolg – Rendite•  Erfolgsmessung – ROI-Berechnung•  Social Media – Social Media Marketing LearningZ 13.02.2013 4
  5. 5. These These 1Nicht alles, was zählt, kanngezählt werden, nicht alles, was gezählt werden kann, zählt. LearningZ 13.02.2013 5
  6. 6. Die bisherige Forschung LearningZ 13.02.2013 6
  7. 7. Return on Communication? ForschungQuelle: Positionspapier Kommmunikations-Controlling DPRG / ICV http://www.zerfass.de/ecm/ECM2010-Results-ChartVersion.pdf, S.98 LearningZ 13.02.2013 7
  8. 8. Die Social-Media-ROI-Pyramide ForschungQuelle: http://www.slideshare.net/jeremiah_owyang/keynote-social-business-forecast-2011-the-year-of-integration?from=ss_embed: LearningZ 13.02.2013 8
  9. 9. Fazit Forschung 1. Die Kennzahlen klassischer Medien greifen zu kurz. 2. Es gibt (noch?) keine allgemein gültigen Standards. LearningZ 13.02.2013 9
  10. 10. Drei zentrale Prinzipien LearningZ 13.02.2013 10
  11. 11. 1) Bezahlt – Gekauft – Verdient Einführung Zukünftige Kunden Bezahlt Gekauft Verdient Kunden Botschafter LearningZ 13.02.2013 11
  12. 12. 2) 90 : 9 : 1 Einführung100 90 80 70 60 50 40 30 20 10 0 Visitors Likers Creators LearningZ 13.02.2013 12
  13. 13. 3) Dialog Einführung LearningZ 13.02.2013 13
  14. 14. EinführungWas bringen Social Media? Nutzen? Mehrumsatz? ROI? LearningZ 13.02.2013 14
  15. 15. EinführungQuelle: http://www.youtube.com/watch?v=ypmfs3z8esI LearningZ 13.02.2013 15
  16. 16. Grundlagen für die Berechnung•  sinnvolle Strategie•  erreichbare Ziele•  realitätsnahe Kennzahlen / KPIs LearningZ 13.02.2013 16
  17. 17. Strategy Map Grundlagen LearningZ 13.02.2013 17
  18. 18. Balanced Scorecard GrundlagenStrategisches Ziel Massnahmen KPIs Zielvorgaben per Ende 00 Resolution Rate xy zufrieden- Total zufrieden bearbeitete stellend Anfragen / Zeiteinheit bearbeitete Anfragen pro Zeiteinheit Resolution Time xy Min. pro Oder die Anzahl der Total Zeit für Kunden zufrieden Anfragenbearbeitung / stellen mittels zufrieden- stellend Anzahl bearbeiteter bearbeiteteKundenzufriedenheit Social- Media- Anfragen Anfrage Support Beschwerdegründe senken? Customer Satisfaction Score xy % der Anzahl Antworten der Kunden sind Kundenumfrage mit mit dem „zufrieden / alle Antworten Kundendienst bezüglich Zufriedenheit mit zufrieden dem KundendienstQuelle: in Anlehnung an Altimeter Report: Social Marketing AnalyticsQuelle Metriken: http://rolandfiege.com/social-media-balanced-scorecard-smbc/ LearningZ 13.02.2013 18
  19. 19. Vorgehen Grundlagen1 2 3 4 5 Ziele setzen Messgrössen Daten Analysieren Rapportieren definieren erheben•  Analyse-Methoden •  Marketing- und •  quantitative und •  Methoden und •  Reporting-•  Bisherige Kommunikations- qualitative Instrumente der Intervall pro Reportings ziele Messgrössen pro Datenerhebung Zielgruppe•  Vorliegende Daten •  Ziele/-Konflikte Ziel bestimmen wählen definieren und Reports mit anderen •  Kennzahlen / •  Intervall der •  zielgruppen-•  Ist-Situation Abteilungen KPIs und Erhebung gerecht analysieren berücksichtigen Aussagen bestimmen aufbereiten •  Ziele pro ableiten •  Daten erheben •  Empfehlungen Plattform / und strukturieren formulieren Stakeholder Gruppe In Anlehnung an: Communikationscontrolling.de - http://bisculm.com/social-media-roi-der-weg-von-der-strategie-zum-kpi--6813/#more-6813 LearningZ 13.02.2013 19
  20. 20. MessbarkeitWas können wir messen? LearningZ 13.02.2013 20
  21. 21. Messgrössen gibt es viele – Relevanz? Messen Quelle: LearningZ 13.02.2013 21
  22. 22. Mess-Ebenen Messen}  Netzwerkebene – Wo stehen wir? •  Unternehmen/Angebot •  Erreichte Aufmerksamkeit •  Markennennungen vs. Mitbewerber}  Nutzerebene – Was sagen die Nutzer? •  Affinität und Aktivität der Nutzer •  Engagement (Anzahl Posts usw.) •  Vernetzung der Akteure (Social Graph, Empfehlungen)}  Inhaltsebene – Wie wird über uns gesprochen? •  Quantität & Qualität des Inhalts •  Tonalität der Beiträge (+/-) •  Anzahl Wortnennungen (Quelle communicationcontrolling.de Dossier 6) LearningZ 13.02.2013 22
  23. 23. Zur Berechung des ROI LearningZ 13.02.2013 23
  24. 24. 1) ROI «Wie immer» Rechnen 150‘000 (Mehrumsatz) x 3 % (durchschnittl. Gewinnanteil)ROI _______________________________________________ =9% 50’000.- (Investition)Einsatz:-  mediengerecht?-  Dialog oder Kampagne?-  Wirkung / Reichweite?-  Abgrenzung? LearningZ 13.02.2013 24
  25. 25. 2) Opportunitätskosten RechnenZum Beispiel nach dem Prinzip «Paid – Owned – Earned»}  Aufmerksamkeit . vgl. mit Print-Inserate, Publireportagen}  vgl. mit Leserzahlen von Zeitungen Reichweite}  Google-Adwords vgl. Costs per Click}  Einsparnisse Produkt /Marketingusw. LearningZ 13.02.2013 25
  26. 26. 3) «Technisch» – mit Google Analytics Rechnen Aktivitäten Beispiel: 10 % der Personen, die eine Kontaktanfrage stellten, kaufen ein. Der Durchschnittswert der Trans- aktionen liegt bei 500 CHF. Also werden dem Ziel "Kontaktieren Sie uns" 50 CHF zuwiesen. Referrals sind mit Vorsicht zu geniessen *) http://www.yourposition.ch/web-analytics/google-analytics-vorsicht-beim-direct-traffic/http://t3n.de/news/wp-content/uploads/2012/03/GoogleAnalytics_social-overview.jpg LearningZ 13.02.2013 26
  27. 27. 4) «Multichannelling» RechnenMulitchannel Analyse – Landing Pages, Codes, First Clicks, Last Clicks u.v.m. Quelle: http://www.smartinsights.com/wp-content/uploads/2012/06/circles-customer-journey-mapping.jpg LearningZ 13.02.2013 27
  28. 28. Ursache & Wirkung LearningZ 13.02.2013 28
  29. 29. Umsatzsteigerung Messen20001800 Was war die Ursache?1600140012001000 Umsatz 800 Positive Mentions 600 400 200 0 01.05.02 01.06.02 01.07.02 01.08.02 01.09.02 LearningZ 13.02.2013 29
  30. 30. Korrelation? Messen Messbare Immaterielle Monetäres Investition Aktivitäten Reaktionen Wirkungen Resultat•  CHF 50‘000 •  Facebook-Page •  50‘000 Friends •  Bekanntheit •  CHF 100‘000 •  FB-Kampagne •  20‘000 Likes •  Glaubwürdigkeit mehr Umsatz •  1‘500 Comments •  Reputation •  Marken- •  Image- nennungen verbesserung •  200‘000 •  Top-of-Mind Impressions •  usw. •  6‘000 mehr Anfragen Wo finden wir den ROI-Nachweis? Wo steckt die Korrelation? LearningZ 13.02.2013 30
  31. 31. Wo bestehen Korrelationen? Messen Wodurch wurden die Dialoggruppen beeinflusst? - Aktivitäten - Webdaten - Social Media Daten - Transaktionen - Loyalty ProgrammeQuelle: http://de.slideshare.net/karagos/social-media-is-dead-long-live-social-media-roi LearningZ 13.02.2013 31
  32. 32. Messen17 Touchpoints pro Kaufsentscheid «Eine isolierte Channel-Betrachtung in einer multimedialen Verkaufskampagne ist schlicht nicht realisierbar!» Lars Feldmann, Betty BossiQuelle Accelerom/PubliGroup: http://www.accelerom.com/wp-content/uploads/2012/08/2011_Post_Studie-zeigt-17-Kontaktpunkte-bis-zum-Kauf.pdf LearningZ 13.02.2013 32
  33. 33. LearningZ 13.02.2013 33
  34. 34. Herausforderungen LearningZ 13.02.2013 34
  35. 35. Heraus-7 statistische Herausforderungen forderungen 1. Vielfalt der Plattformen und Daten 2. Schnelle Veränderungen 3. Keine einheitliche Struktur der Daten 4. Unvollständigkeit der Daten der Nutzer 5. Unzugänglichkeit der Daten (Datenschutz) 6. Medienbrüche 7. Vernetzheit LearningZ 13.02.2013 35
  36. 36. Ein Weg zu mehr ROI EmpfehlungBereichsübergreifende Massnahmenpakete bilden Mehr}  Frequence (Häufigkeit) – Kunden kaufen öfter ein (Kaufrate)}  Reach (Reichweite) – mehr Kunden kaufen ein (Konversionsrate)}  Yield (Ertrag) – mehr Geld ausgeben pro Einkauf (ø Transaktionswert)aus: Social Media ROI von Oliver Blanchard ab S. 301 Nicht weniger Nachhaltinge, integrierte}  Innovationen Markenkommunikation}  Kundenbindung}  Markenpflege}  usw. aus: Return on Marketing? Prof. Dr. Sven Reinecke, Uni SG LearningZ 13.02.2013 36
  37. 37. These 2«Werte werdengeschätzt.» LearningZ 13.02.2013 37
  38. 38. Ziele der Kommunikation (PR) Werte Respekt Vertrauen Verständnis Aufmerksamkeit Haben diese Wirkungen einen Return? - Interessiert das den ROI? LearningZ 13.02.2013 38
  39. 39. Beispiel: Swiss in der Aschwolke Werte }  Live-Support }  FAQs }  Fans helfen Fans }  Mobil }  Viral Social-Media-Einsatz: 6.00 - 23.00 Uhr 31 Updates auf Facebook und Twitter = 1‘200 KommentareQuelle http://www.youtube.com/watch?v=Fj8SVoS-ikw LearningZ 13.02.2013 39
  40. 40. ZusammenfassungDer ROI ist•  berechenbar, wenn ...•  nicht berechenbar, wenn... LearningZ 13.02.2013
  41. 41. Empfehlung«Messen Sie nicht erstdie Rendite, es könnte zu spät sein!» LearningZ 13.02.2013 41
  42. 42. SchlusswortZahlen sind wichtig.Noch wichtiger istdas Nachdenken über Zahlen– die Ursachen. Prof. Dr. Sven Reinecke, Uni SG LearningZ 13.02.2013 42
  43. 43. Bernadette BisculmDörflistrasse 108057 Zürich+41 44 586 72 84+41 79 488 72 84info@bisculm.comwww.bisculm.com LearningZ 13.02.2013 43

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