The document discusses evaluating the return on investment (ROI) of social media campaigns. It notes that while metrics like followers, shares, and comments are measurable, what really matters is evaluating outcomes and impacts against the budget. The document provides examples of measurable outcomes like a £300k sales increase from trackable links that resulted in an ROI of 14:1, and recruiting 25,000 new users. It stresses that evaluation is more important than just measurement, and advocates defining specifics like sales increases, reputation improvement, or customer service speed that the campaign aims to impact.

1. TITLE TO GO HEREAdditional detailsDatePut your moneywhere your mouse isChris ReedManaging Partner, Brew@chris_reedwww.brewdigital.com

2. What’s the ROI of a nice cup of tea?

3. The best way to judge the effectiveness of a social media campaignis not simply to judge the effectiveness of a social media campaign

4. followers, flows, friends, fans, connections, counts, re-tweets, comments, diggs, bookmarks, counts, tags, stumbles, views, readers, shares, tweets, unique commenters, pagerank, cpm, pagerank, sentiment scores.

5. followers, flows, friends, fans, connections, counts, re-tweets, comments, diggs, bookmarks, counts, tags, stumbles, views, readers, shares, tweets, unique commenters, pagerank, cpm, pagerank, sentiment scores.Yes, they’re all measurable.But so what?

6. So how do you compare...

7. Evaluation > Measurement

8. You want to do what, exactly?

9. Who do you wantto get to door think what?And how do you knowwhen they’ve done it?

10. Define the specificsSales increase? Reputation improvement? Customer service speed?Measure the outputssocial mentions, links, views, engagement, followers and friendsEvaluate the outcomes and impacts against budgetCPA, tracker research, behaviour change, sales increase

11. £300K sales increase from trackable hyperlinksROI: 14:1

12. Recruited 25,000 users

13. Provided exemplary customer service

14. The social media crisis cycleOther twitterati drive the story.Someone is offended (by a brand) and tweets itBloggers get interested.Brand responds.Or doesn’tMainstream news expands and propagates storyBrand’s response is picked over by social media gurus

15. Now – what’s this cup of tea worth?

16. TITLE TO GO HEREAdditional detailsDatePut your moneywhere your mouse isChris ReedManaging Partner, Brew@chris_reedwww.brewdigital.com