3 Routes to Social Media ROI

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Proving ROI from social / earned media activity is not impossible. It does however require 3 core abilities from a brand
1. a methodical approach to measuring micro social metrics
2. an accurate measurement of Share of Voice and Sentiment (which is not possible to get from any of the "listening" tools out there - Radian 6, brandwatch etc) – you need a process like the Human Digital Active Listening Service
3. an ability to manipulate data, in order to find correlations between social metrics and financial ones

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3 Routes to Social Media ROI

  1. 1. The 3 Routes to Proving ROI from Social Media Activity<br />Clear correlation between a specific Socialmetric and a financial one<br />1<br />Traffic tagged from a social asset – directly attributable to a financial metric (usually a sale)<br />2<br />Followers<br />Reduction in cost<br />Financial Metrics(from which we can calculate ROI - amount of money made, minus the amount of money spent, divided by the amount spent)<br />Sales<br />Likes<br />Social Metrics(metrics associated with specific tactics – Facebook, Twitter, blogs etc)<br />Retweets<br />Revenue<br />Views<br />Share of Voice<br />Sentiment (by topic)<br />Social activity in aggregate, impacts “Macro” Social Metrics…..<br />….a clear correlation established, between a Macro Social metric and a financial one<br />3<br />Topic<br />All © 2011 Mark Bjornsgaard http://strategicdigitalthinking.blogspot.com/<br />

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