Social Media ROI

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This presentation shows the 24 metrics which Social Media Hub uses to measure strategic objectives on social media.

For the full webinar of this slides, please visit http://www.socialmediahub.com.sg/ (Under the Webinars section)

Published in: Business

Social Media ROI

  1. 1. 24 Metrics toMeasure Social Media ROI Marcus Ho Director (Client Leadership)
  2. 2. Marcus HoMARCUS HO PROFILE
  3. 3. They’ve Become Category Leaders INTERNET SUCCESS HUB
  4. 4. What is digital? ISH CASE STUDY Over US$1.1 million of ticket sales from Facebook in less than 48 hours
  5. 5. What is digital? 578%  ROI  for  Interna0onal   Cosme0c  Contact  Lenses   ISH CASE STUDY Brand,  FreshKon   Full case study: http://bit.ly/smh-freshkon
  6. 6. What is digital? ISH CASE STUDY Over  S$3.6  million  of  savings   for  interna0onal  lingerie   brand,    Wacoal     Case Study coming soon on www.social-mediahub.com
  7. 7. 1 Social Media ROI 1 Brand Awareness 2 Sales/Actions 3 Consumer Retention 4 Conclusion and Actionable Steps
  8. 8. Social Media ROI Model
  9. 9. 1 Brand Awareness EXPOSURE 1.1 Understanding “Brand Awareness” 1.2 Facebook Likes 1.3 Total Reach 1.4 Viewers 1.5 Cost-per-Impression
  10. 10. Understanding “Brand Awareness” 1 EXPOSURE What is Brand Awareness?
  11. 11. Understanding “Brand Awareness” Brand awareness refers to customers ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles and so 1 EXPOSURE on to certain associations in memory*
  12. 12. Current Practises Most brands buy traditional media to get their first level of brand awareness (exposure) to get their products out in the market 1 EXPOSURE
  13. 13. BRAND AWARENESS1.2 EXPOSURE - Facebook Likes
  14. 14. Facebook Likes When someone likes your Page, they are giving you access to their News Feed. This is equivalent to any of your audiences giving you their email address 1 EXPOSURE
  15. 15. BRAND AWARENESS1.3 EXPOSURE - Facebook Likes - Total Reach
  16. 16. What is “Total Reach”?Total Reach isthe amount of 1audiencethat haveseen your 1 EXPOSUREcontent.1. Weekly TotalReach2. Reach 2
  17. 17. BRAND AWARENESS1.4 EXPOSURE - Facebook Likes - Total Reach - Viewers & Web Traffic
  18. 18. Viewers and Web Traffic 1 EXPOSURE
  19. 19. BRAND AWARENESS1.5 EXPOSURE - Facebook Likes - Total Reach - Viewers & Web Traffic - Cost Per Impression
  20. 20. Cost Per Impression ROIMeasure yourCost-per-Impression acrossall marketing 1 EXPOSUREchannels.This gives yourmanagement agood sense ofwhich marketingchannel is moreeffective.
  21. 21. 1 EXPOSURE
  22. 22. 2 Brand Awareness ENGAGEMENT 2.1 Traditional Forms 2.2 Facebook’s “People Talking About This” Score 2.3 ReTweets 2.4 Comments 2.5 Social Brand Mentions
  23. 23. BRAND AWARENESS2.1 Engagement - Traditional Forms
  24. 24. What is digital? The traditional form of “Engagement” that still exists today are known as Activation Campaigns 2 ENGAGEMENT
  25. 25. BRAND AWARENESS2.2 Engagement - Traditional Forms - Facebook’s “People Talking About This” Score
  26. 26. People Talking About This 2 ENGAGEMENT
  27. 27. People Talking About This 6: Recommended your 1: Posted on wall 2 ENGAGEMENT page 7: Mentioned your 2: Liked a post page 8: Tagged your page in 3: Shared a post a photograph 9: Responded to a 4: Commented on a post Question or post 5: Checked into your 10: Responded to an page place event you created
  28. 28. BRAND AWARENESS2.2 Engagement - Traditional Forms - Facebook’s “People Talking About This” Score - ReTweets
  29. 29. ReTweets ReTweets are equivalent to E-mail Forwarding on Twitter, with the exception that when we retweet, we are 2 ENGAGEMENT “forwarding” the message to all our friends on Twitter.
  30. 30. BRAND AWARENESS2.3 Engagement - Traditional Forms - Facebook’s “People Talking About This” Score - ReTweets - Content Conversations
  31. 31. Content Conversations When your audiences comment on your social content, they are already interacting with your brand! 2 ENGAGEMENT
  32. 32. Content Conversations Measure the amount of people talking about your brand on the social web every month 2 ENGAGEMENT
  33. 33. Cost-per-Engagement Measure your Cost-per-Engagement across all marketing channels, this gives your management a good sense of 2 ENGAGEMENT which marketing channel is more effective
  34. 34. Engagement ROI 2 ENGAGEMENT
  35. 35. 3 Social Media ROI INFLUENCE 3.1 Positive Social Brand Mentions 3.2 Category Share of Voice 3.3 Category Share of Search
  36. 36. BRAND AWARENESS3.1 Influence - Positive Social Brand Mentions
  37. 37. Case Study - OPI Positive social brand mentions means finding out how many people are positively talking about your brand online 450   3 INFLUENCE 400   350   300   250   Posi0ve   200   Nega0ve   150   Neutral   100   50   0   Pre-­‐Purchase   Nail  Polish   Collec0on   Experience  
  38. 38. Case Study - OPI Comments about Distribution of Sentiment for Pre-Purchase Pre-Purchase “Im gonna do my nails , multi 3 INFLUENCE Collec0on   opi nude colors ! #Bored” @lilMISSDesired1, Twitter Nail  Polish   Neutral   Experience   “Loving the new OPI Nega0ve   collection!!! Going to get itPre-­‐Purchase   Posi0ve   tomorrow” Janice Yeo, Facebook, Photo 0   200   400   600   “Damn it. Shud I get China Glaze or OPI? Cant make up my effin mind!” June Ooi, Facebook.com, Photo
  39. 39. Case Study - OPI Comments about Nail Polish Experience Distribution of Sentiment for Nail “why the FUCK does it take so Polish Experience long for opi nail polish to dry. 3 INFLUENCE #completePISSOFF” @momolotfi, Twitter Collec0on   “Nails are done, and don’t Nail  Polish   Neutral   know why it takes so long to Experience   dry…#yawn #opi Nega0ve   #germanicure”Pre-­‐Purchase   Posi0ve   @ehlubk, Twitter “Ew, we played around with 0   200   400   600   OPI Halloween nail varnishes, and this is what we got… ” Estelle Lim, Facebook.com, Photo
  40. 40. Case Study - OPI Comments about Collection “Check out Mariah Carey’s OPI Distribution of Sentiment for colours!!!” Collection Noka Pennsauken, Twitter 3 INFLUENCE “Skyfall nail color!? WOW! Now Collec0on   that is product placement. Check out the cool colors all Nail  Polish   Neutral   naned for 007 movies! Its a chick Experience   thing. ;-)” Nega0ve   Lisa Chelenza, Facebook, LinkPre-­‐Purchase   Posi0ve   “Boredom = Holiday Nails 0   200   400   600   #halloween #nails #essie #OPI #SinfulColors #candycorn #bored http://instagr.am/p/RV1- TQSCSE/” @Malditalokaaa, Twitter
  41. 41. BRAND AWARENESS3.2 Influence - Positive Social Brand Mentions - Category Share of Voice
  42. 42. Category Share of VoiceCategory Share of Voice means finding out which brand is the most talked about within the same category on the social web. 3 INFLUENCEWhen Asian consumers are discussing about luxury fragrances, themost talked about one would be Chanel, followed by Marc Jacobs.
  43. 43. Case Study – Luxury Fragrances When Asian consumers are discussing about luxury fragrances, the most talked about one would be Chanel, followed by Marc Jacobs. 3 INFLUENCE
  44. 44. BRAND AWARENESS3.3 Influence - Positive Social Brand Mentions - Category Share of Voice - Category Share of Search
  45. 45. Category Share of Search Category Share of Search means finding out which brand is the most searched within the same category on the social web. 3 INFLUENCE
  46. 46. Category Share of Search 3 INFLUENCE Find out your Share of Search at http://www.google.com/insights/ search/
  47. 47. Category Share of Voice ROI 3 INFLUENCE
  48. 48. 4 Social Media ROI CONVERSIONS 4.1 RSVP (Cost-per-RSVP) 4.2 Phone Call Enquiries (Cost-per-Call) 4.3 Fill Up a Form (Cost-per-Form-Filled) 4.4 Sign Up (Cost-per-Sign-Up) 4.5 Donate (Cost-per-Donation)
  49. 49. BRAND AWARENESS4.1 Conversions - Sales-Intended Traffic from Social Equities
  50. 50. Sales-Intended Traffic from Social Equities Install Google Analytics and find out how many visitors from your social 4 CONVERSIONS equities are visiting your sales-related pages within your website.
  51. 51. BRAND AWARENESS4.2 Conversions - Sales-Intended Traffic from Social Equities - Cost Per Visitor
  52. 52. Cost-per-Visitor (CPV) 4 CONVERSIONS Total $ for Growth Total $ for of Social Equities EngagementCPV Total Visitors on Sales-Related Pages
  53. 53. BRAND AWARENESS4.3 Conversions - Sales-Intended Traffic from Social Equities - Cost Per Visitor - Actions Taken
  54. 54. Actions Taken 1: RSVP (Cost Per 3: Fill Up a Form (Cost-per-Form- 4 CONVERSIONS RSVP) Filled) 2:Phone Call Enquiries (Cost-per- 4: Sign Up (Cost-per- Call) Sign-Up) 5: Donate (Cost-per- Donation)
  55. 55. Conversions ROI 4 CONVERSIONS
  56. 56. 5 Social Media ROI SALES 5.1 Social-only offers redemptions/clicks 5.2 Social connectivity of customers
  57. 57. BRAND AWARENESS5.1 Sales - Social-only offers redemptions/ clicks
  58. 58. Social-only offers redemptions/clicks 1 DIGITAL IN A FEW WORDS To track sales, put up offers and promotions and make them exclusive only on your brand’s social equities
  59. 59. BRAND AWARENESS5.2 Sales - Social-only offers redemptions/clicks - Social connectivity of customers
  60. 60. Social Connectivity of CustomersConnecting all your customers on asocial CRM platform so you would beable to see an accurate amount ofincrease in sales from customers who areconnected with you socially 5 SALES
  61. 61. Sales ROI 5 SALES
  62. 62. 6 Social Media ROI CONSUMER RETENTION 6.1 Actions Taken from Top Engaged Users 6.2 Net-Promoter Score of Socially Connected Consumers
  63. 63. BRAND AWARENESS6.1 Consumer Retention - Actions Taken from Top Engaged Users
  64. 64. Insert title Using tools like AgoraPulse, you would be able to discover 6 CONSUMER RETENTION who are your top most engaged fans on Facebook. The more engaged they are, the more actions they would take to promote your brand among their friends
  65. 65. BRAND AWARENESS6.2 Consumer Retention - Actions Taken from Top Engaged Users - Net-Promoter Score of Socially Connected Consumers
  66. 66. Net Promoter Score of Socially ConnectedConsumers 6 CONSUMER RETENTION Net Promoter Score or NPS® can be discovered by asking one simple question: How likely is it that you would recommend [your company] to a friend or colleague?
  67. 67. Consumer Retention 6 CONSUMER RETENTION 1: Actions Taken from 3: Average Top Engaged Users Consumer Value of Socially Connected 2. Net-Promoter Consumers Score of Socially 4: Customer Services Connected Issues Handled Consumers 5: Cost-per-Customer Service Issue
  68. 68. Consumer Retention ROI 6 CONSUMER RETENTION
  69. 69. Action Plan Pick 3 metrics and measure it for at least 3 months
  70. 70. Thank You! Marcus Ho E: marcus@internet-success-hub.com FB: fb.com/marcuskaho D: 800-852-3869 (SG Toll Free Number)

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