De ROI van social media?

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Kunnen we het niet meten of willen we het niet weten?

Presentatie De Marketing Dagen 2012

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De ROI van social media?

  1. 1. ROI van social media?Kunnen we het niet meten of willen we het niet weten? Ronald van der Aart | De Dagen Utrecht | 24 april 2012
  2. 2. Gary Vaynerchuck WineLibrary.tv
  3. 3. David M. ScottAuteur ‘Real-time Marketing & PR’
  4. 4. “Half the money I spend on advertising iswasted; the trouble is I dont know which half.”
  5. 5. Internetgebruik in NederlandForrester (Q2, 2010) via Upstream
  6. 6. ROI?
  7. 7. DoelstellingenBusiness case ROI?
  8. 8. S.M.A.R.T.
  9. 9. Social Media Score Card Ondernemingsdoelstellingen Return on investment Business planning Afdelingsdoelstellingen Social media doelstellingen Social media metrics
  10. 10. Social media doelstellingenJeremiah Owyang (2010) Dialogue Advocacy external internal Support Innovation
  11. 11. ROI?
  12. 12. ROI = opbrengst – kosten x 100 kosten
  13. 13. ‘investment’ ‘return’
  14. 14. ‘Investment’•  Online news room.•  Uren.
  15. 15. ‘Return’ Views. Shares.Traffic website. Leads. Sale. Reputatie.
  16. 16. KLM SurpriseNajaar 2010
  17. 17. ‘Investment’•  Mensen.•  Technology.•  Cadeaus.•  Implementatie.•  Promotie.•  Consultants.
  18. 18. ‘Return’ Impressies. Customer loyalty.Goodwill. Reputatie. Ticket sales?
  19. 19. Vodafone SmartPhone Crewwebcare | maart 2012
  20. 20. ‘Investment’•  Mensen.•  Technology.•  Implementatie.•  Promotie.•  Bureau.
  21. 21. ‘Return’ Call deflection. Minder ‘cases’.Retentie (‘double failure’). Customer loyalty. NPS. Sales?
  22. 22. Webcare in Nederlandquickscan | april 2012
  23. 23. ‘Investment’•  Mensen.•  Technology.•  Implementatie.•  Promotie.•  Bureau.
  24. 24. ‘Return’Selectie nieuw bier. Nieuwe naam. Gratis figuranten.Actieve community. Customer loyalty. NPS. Merkreputatie.
  25. 25. Share-of-voice2
  26. 26. ROI Social Media PyramidAltimeter (2010)
  27. 27. Step-by-step.Verken. Onderzoek. Verzamel. Business cases. Meet. Bereken. Bewijs. Return-on-ignoring.
  28. 28. “Not everythingthat can becounted counts.And not everythingthat counts can becounted”via Albert Einstein
  29. 29. Vragen? Meer informatie E ronald@repmen.com I repmen.com L linkedin.com/in/rvdaart T twitter.com/amazingpr F facebook.com/repmen

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