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15 MINUTEN-EDITION

  K P I
  U N D
  R O I
   BERLIN | 27. FEBRUAR 2012
Facebook




                       2002
                                  heute

   Florian S
Commun       töhr
        ity Manag
  Gesellsch       er
            after
Intere ssenvertretung

                         Sei t 20 08
   Florian Stöhr
   1. Vorsitzender




70 Mitg lie der
SMs und CMs
Florian Stöhr
   Senior Konzeptio
                    ner
      Social Media




 8 Sta ndorte
    00 Ko llegen
4.4
K P I
U N D
R O I




                            Bildquelle: Wikipedia - Ra'ike
BERLIN | 27. FEBRUAR 2012
Woher weißt Du
              eigentlich, ob das
             erfolgreich ist, was
             Du da so im Internet
                  machst?


Controller     Ein Community-
              Manager hat das im
                    Gefühl.




                                    Bildquelle: Flickr - matthewfilipowicz
Gefühle kriege ich
  nicht in Excel.

                      Was ist denn mit
                     dieser Nutzerzahl?


                        Bildquelle: Flickr - matthewfilipowicz
Ja, die ist ganz
                                    unten auf
Die kann ich doch                  jeder Seite.
  sogar selber
 auslesen, oder?
                    Controller




                                   Bildquelle: Flickr - matthewfilipowicz
Dann nehmen wir die
    Nutzerzahl!




                      Bildquelle: Flickr - matthewfilipowicz
Kann man damit den
  Erfolg messen?
Der Wert ist nicht
 aussagekräftig.
                     Bildquelle: Wikipedia, Dr. Marcus Gossler
Ihm fehlt ein Ziel.



                      Bildquelle: www.zurichstaffelmarathon.ch
Erfolg lässt sich nur anhand
  vorher de   finierter Ziele
          festlegen.

  Umsatz-            Kosten-     Kunden-
 steigerung         senkung    zufriedenheit


                       ➡         ☺
Ziele müssen smart sein.
Ziele müssen smart sein.


            S      M       A   R   T
            P       E      C   E   I
            E       A      C   A   M
            C       S      E   L   E
            I       U      P   I   L
            F       R      T   S   Y
            I       A      E   T
            C       B      D   I
                    L          C
                    E
Key Performance Indicators (KPI)
  Kennzahlen, anhand derer der Fortschritt
    oder der Erfüllungsgrad hinsichtlich
   wichtiger Zielsetzungen oder kritischer
Erfolgsfaktoren innerhalb einer Organisation
 gemessen und/oder ermittelt werden kann.


                                    Geklaut bei Wikipedia
D ie KPI-Regeln:

  Wie ist der Ausgangswert?
                         Welche Zielwerte gibt es?
Wie hoch darf die Abweichung sein?
                      Wo liegen kritische Grenzwerte?
 Welche Maßnahmen werden
 bei Abweichungen ergriffen?
Bildquelle: http://www.analytics20.org
Bildquelle: http://www.analytics20.org
Ide aler Social Me dia Prozess




Definition von
                Konzeption und
   KPIs und                                                                  Analyse und
                  Strategie-     Implementierung   Monitoring
strategischen                                                                Optimierung
                 entwicklung
     Ziele




                                                   Geklaut bei Stefanos Karagos (xplain.com)
social networks, blogs, Twitter, etc) | 9. Buzz by stage in purchase funnel (e.g., researching vs. completing transaction vs. post-purchase) | 10. Asse
popularity (e.g., if several videos are available to embed, which is used more) | 11. Mainstream media mentions | 12. Fans | 13. Followers | 14. Friends
| 15. Growth rate of fans, followers, and friends | 16. Rate of virality / pass-along | 17. Change in virality rates over time | 18. Second-degree reach
(connections to fans, followers, and friends exposed - by people or impressions) | 19. Embeds / Installs | 20. Downloads | 21. Uploads | 22. User
initiated views (e.g., for videos) | 23. Ratio of embeds or favoriting to views | 24. Likes / favorites | 25. Comments | 26. Ratings | 27. Social bookmarks
| 28. Subscriptions (RSS, podcasts, video series) | 29. Pageviews (for blogs, microsites, etc) | 30. Effective CPM based on spend per impressions received
| 31. Change in search engine rankings for the site linked to through social media | 32. Change in search engine share of voice for all social sites
promoting the brand | 33. Increase in searches due to social activity | 34. Percentage of buzz containing links | 35. Links ranked by influence o
publishers | 36. Percentage of buzz containing multimedia (images, video, audio) | 37. Share of voice on social sites when running earned and paid
media in same environment | 38. Influence of consumers reached | 39. Influence of publishers reached (e.g., blogs) | 40. Influence of brands
participating in social channels | 41. Demographics of target audience engaged with social channels | 42. Demographics of audience reached through




                                    .ly/kpiroi
social media | 43. Social media habits/interests of target audience | 44. Geography of participating consumers | 45. Sentiment by volume of posts




                                 bit
46. Sentiment by volume of impressions | 47. Shift in sentiment before, during, and after social marketing programs | 48. Languages spoken by
participating consumers | 49. Time spent with distributed content | 50. Time spent on site through social media referrals | 51. Method of conten
discovery (search, pass-along, discovery engines, etc) | 52. Clicks | 53. Percentage of traffic generated from earned media | 54. View-throughs | 55
Number of interactions | 56. Interaction/engagement rate | 57. Frequency of social interactions per consumer | 58. Percentage of videos viewed | 59
Polls taken / votes received | 60. Brand association | 61. Purchase consideration | 62. Number of user-generated submissions received | 63
Exposures of virtual gifts | 64. Number of virtual gifts given | 65. Relative popularity of content | 66. Tags added | 67. Attributes of tags (e.g., how wel
they match the brand's perception of itself ) | 68. Registrations from third-party social logins (e.g., Facebook Connect, Twitter OAuth) | 69. Registrations
by channel (e.g., Web, desktop application, mobile application, SMS, etc) | 70. Contest entries | 71. Number of chat room participants | 72. Wik
contributors | 73. Impact of offline marketing/events on social marketing programs or buzz | 74. User-generated content created that can be used by
the marketer in other channels | 75. Customers assisted | 76. Savings per customer assisted through direct social media interactions compared to othe
channels (e.g., call centers, in-store) | 77. Savings generated by enabling customers to connect with each other | 78. Impact on first contact resolution
(FCR) (hat tip to Forrester Research for that one) | 79. Customer satisfaction | 80. Volume of customer feedback generated | 81. Research &
development time saved based on feedback from social media | 82. Suggestions implemented from social feedback | 83. Costs saved from no
spending on traditional research | 84. Impact on online sales | 85. Impact on offline sales | 86. Discount redemption rate | 87. Impact on other offline
behavior (e.g., TV tune-in) | 88. Leads generated | 89. Products sampled | 90. Visits to store locator pages | 91. Conversion change due to user ratings
reviews | 92. Rate of customer/visitor retention | 93. Impact on customer lifetime value | 94. Customer acquisition / retention costs through socia
                                                                                                                   Quelle: David Berkowitz
media | 95. Change in market share | 96. Earned media's impact on results from paid media | 97. Responses to socially posted events | 98
K P I
U N D




                            Bildquelle: Wikipedia, Hyacinthe Rigaud
R O I
BERLIN | 27. FEBRUAR 2012
Was verdiene ich dran?


                 Gewinnanteil
Kapitalrendite =
                 Kapitaleinsatz



               Was stecke ich rein?
Der ROI ist BWLer,
er „macht nichts mit Medien
                            “.
                                 Bildquelle: Flickr - matthewfilipowicz
D ie ROI-Welt
                                                             Q2: 20.000 People
                                                               liked page,3x
                                                             increase in brand
                                                              mentions, 43%            Q2: 10.000 New
                 Company launches a   The public responds   increase in positive        Transactions
€20.000 for Q2     Facebook-Page       positively to this        sentiment              = €100.000

                                                            Nonfinancial                  Financial
Investment           Action              Reaction             Impact                      Impact


     ✔                  ✘                     ✘                     ✘                         ✔


                                                             Geklaut bei Stefanos Karagos (xplain.com)
ie hineinstecken kostet etwas.
Alles was S
Aber wie soll ich das denn berechnen?

       1.   Startpunkt setzen
       2.   Kosten sammeln
       3.   Gute KPIs festlegen
       4.   Korrelationen finden         Kurven übereinander legen
       5.   Umsatz ausrechen
       6.   ROI ausrechnen


            ☺☹
www.bvcm.org
Vie len Dank!



             fstoehr@me.com
https://www.xing.com/profile/Florian_Stoehr

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KPI und ROI

  • 1. 15 MINUTEN-EDITION K P I U N D R O I BERLIN | 27. FEBRUAR 2012
  • 2. Facebook 2002 heute Florian S Commun töhr ity Manag Gesellsch er after
  • 3. Intere ssenvertretung Sei t 20 08 Florian Stöhr 1. Vorsitzender 70 Mitg lie der SMs und CMs
  • 4. Florian Stöhr Senior Konzeptio ner Social Media 8 Sta ndorte 00 Ko llegen 4.4
  • 5. K P I U N D R O I Bildquelle: Wikipedia - Ra'ike BERLIN | 27. FEBRUAR 2012
  • 6. Woher weißt Du eigentlich, ob das erfolgreich ist, was Du da so im Internet machst? Controller Ein Community- Manager hat das im Gefühl. Bildquelle: Flickr - matthewfilipowicz
  • 7. Gefühle kriege ich nicht in Excel. Was ist denn mit dieser Nutzerzahl? Bildquelle: Flickr - matthewfilipowicz
  • 8. Ja, die ist ganz unten auf Die kann ich doch jeder Seite. sogar selber auslesen, oder? Controller Bildquelle: Flickr - matthewfilipowicz
  • 9. Dann nehmen wir die Nutzerzahl! Bildquelle: Flickr - matthewfilipowicz
  • 10. Kann man damit den Erfolg messen?
  • 11. Der Wert ist nicht aussagekräftig. Bildquelle: Wikipedia, Dr. Marcus Gossler
  • 12. Ihm fehlt ein Ziel. Bildquelle: www.zurichstaffelmarathon.ch
  • 13. Erfolg lässt sich nur anhand vorher de finierter Ziele festlegen. Umsatz- Kosten- Kunden- steigerung senkung zufriedenheit ➡ ☺
  • 15. Ziele müssen smart sein. S M A R T P E C E I E A C A M C S E L E I U P I L F R T S Y I A E T C B D I L C E
  • 16. Key Performance Indicators (KPI) Kennzahlen, anhand derer der Fortschritt oder der Erfüllungsgrad hinsichtlich wichtiger Zielsetzungen oder kritischer Erfolgsfaktoren innerhalb einer Organisation gemessen und/oder ermittelt werden kann. Geklaut bei Wikipedia
  • 17. D ie KPI-Regeln: Wie ist der Ausgangswert? Welche Zielwerte gibt es? Wie hoch darf die Abweichung sein? Wo liegen kritische Grenzwerte? Welche Maßnahmen werden bei Abweichungen ergriffen?
  • 20. Ide aler Social Me dia Prozess Definition von Konzeption und KPIs und Analyse und Strategie- Implementierung Monitoring strategischen Optimierung entwicklung Ziele Geklaut bei Stefanos Karagos (xplain.com)
  • 21. social networks, blogs, Twitter, etc) | 9. Buzz by stage in purchase funnel (e.g., researching vs. completing transaction vs. post-purchase) | 10. Asse popularity (e.g., if several videos are available to embed, which is used more) | 11. Mainstream media mentions | 12. Fans | 13. Followers | 14. Friends | 15. Growth rate of fans, followers, and friends | 16. Rate of virality / pass-along | 17. Change in virality rates over time | 18. Second-degree reach (connections to fans, followers, and friends exposed - by people or impressions) | 19. Embeds / Installs | 20. Downloads | 21. Uploads | 22. User initiated views (e.g., for videos) | 23. Ratio of embeds or favoriting to views | 24. Likes / favorites | 25. Comments | 26. Ratings | 27. Social bookmarks | 28. Subscriptions (RSS, podcasts, video series) | 29. Pageviews (for blogs, microsites, etc) | 30. Effective CPM based on spend per impressions received | 31. Change in search engine rankings for the site linked to through social media | 32. Change in search engine share of voice for all social sites promoting the brand | 33. Increase in searches due to social activity | 34. Percentage of buzz containing links | 35. Links ranked by influence o publishers | 36. Percentage of buzz containing multimedia (images, video, audio) | 37. Share of voice on social sites when running earned and paid media in same environment | 38. Influence of consumers reached | 39. Influence of publishers reached (e.g., blogs) | 40. Influence of brands participating in social channels | 41. Demographics of target audience engaged with social channels | 42. Demographics of audience reached through .ly/kpiroi social media | 43. Social media habits/interests of target audience | 44. Geography of participating consumers | 45. Sentiment by volume of posts bit 46. Sentiment by volume of impressions | 47. Shift in sentiment before, during, and after social marketing programs | 48. Languages spoken by participating consumers | 49. Time spent with distributed content | 50. Time spent on site through social media referrals | 51. Method of conten discovery (search, pass-along, discovery engines, etc) | 52. Clicks | 53. Percentage of traffic generated from earned media | 54. View-throughs | 55 Number of interactions | 56. Interaction/engagement rate | 57. Frequency of social interactions per consumer | 58. Percentage of videos viewed | 59 Polls taken / votes received | 60. Brand association | 61. Purchase consideration | 62. Number of user-generated submissions received | 63 Exposures of virtual gifts | 64. Number of virtual gifts given | 65. Relative popularity of content | 66. Tags added | 67. Attributes of tags (e.g., how wel they match the brand's perception of itself ) | 68. Registrations from third-party social logins (e.g., Facebook Connect, Twitter OAuth) | 69. Registrations by channel (e.g., Web, desktop application, mobile application, SMS, etc) | 70. Contest entries | 71. Number of chat room participants | 72. Wik contributors | 73. Impact of offline marketing/events on social marketing programs or buzz | 74. User-generated content created that can be used by the marketer in other channels | 75. Customers assisted | 76. Savings per customer assisted through direct social media interactions compared to othe channels (e.g., call centers, in-store) | 77. Savings generated by enabling customers to connect with each other | 78. Impact on first contact resolution (FCR) (hat tip to Forrester Research for that one) | 79. Customer satisfaction | 80. Volume of customer feedback generated | 81. Research & development time saved based on feedback from social media | 82. Suggestions implemented from social feedback | 83. Costs saved from no spending on traditional research | 84. Impact on online sales | 85. Impact on offline sales | 86. Discount redemption rate | 87. Impact on other offline behavior (e.g., TV tune-in) | 88. Leads generated | 89. Products sampled | 90. Visits to store locator pages | 91. Conversion change due to user ratings reviews | 92. Rate of customer/visitor retention | 93. Impact on customer lifetime value | 94. Customer acquisition / retention costs through socia Quelle: David Berkowitz media | 95. Change in market share | 96. Earned media's impact on results from paid media | 97. Responses to socially posted events | 98
  • 22. K P I U N D Bildquelle: Wikipedia, Hyacinthe Rigaud R O I BERLIN | 27. FEBRUAR 2012
  • 23. Was verdiene ich dran? Gewinnanteil Kapitalrendite = Kapitaleinsatz Was stecke ich rein?
  • 24. Der ROI ist BWLer, er „macht nichts mit Medien “. Bildquelle: Flickr - matthewfilipowicz
  • 25. D ie ROI-Welt Q2: 20.000 People liked page,3x increase in brand mentions, 43% Q2: 10.000 New Company launches a The public responds increase in positive Transactions €20.000 for Q2 Facebook-Page positively to this sentiment = €100.000 Nonfinancial Financial Investment Action Reaction Impact Impact ✔ ✘ ✘ ✘ ✔ Geklaut bei Stefanos Karagos (xplain.com)
  • 26. ie hineinstecken kostet etwas. Alles was S
  • 27.
  • 28. Aber wie soll ich das denn berechnen? 1. Startpunkt setzen 2. Kosten sammeln 3. Gute KPIs festlegen 4. Korrelationen finden Kurven übereinander legen 5. Umsatz ausrechen 6. ROI ausrechnen ☺☹
  • 30. Vie len Dank! fstoehr@me.com https://www.xing.com/profile/Florian_Stoehr