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This is the table of content of the thesis I wrote to be graduated from Solvay Brussels School of Economics and Management.
If you want to get the full pdf, contact me by email (sg@live.be)
1. TABLE OF CONTENT “ROI FROM OWNED SOCIAL MEDIA FOR FMCG BRANDS IN
SMALL AND MEDIUM COUNTRIES (CASE OF BELGIUM)
To contact me :
sg@live.be
http://www.twitter.com/stevegoudsmit
http://www.linkedin.com/pub/steve-goudsmit/37/760/ba3
THESIS
P r é s e n t é
e n
v u e
d e
l ' o b t e n t i o n
d u
M a s t e r
e n
I n g é n i e u r
d e
g e s t i o n ,
f i n a l i t é
s p é c i a l i s é e
ROI
from
owned
social
media
for
FMCG
brands
in
Belgium
Steve
Goudsmit
A n n é e
a c a d é m i q u e
2 0 1 1 -‐
2 0 1 2
2. Table
of
content
1.
Introduction
..........................................................................................................................................
1
2.
Current
landscape
from
an
ROI
perspective
..........................................................................
3
2.1
Fast
moving
consumer
goods
................................................................................................
3
2.2
Social
media
..................................................................................................................................
3
2.3
Categorization
of
the
different
social
media’s
................................................................
4
2.4
Categorization
of
the
consumer
in
social
media’s
........................................................
5
2.5
Evolution
of
media
audiences
and
patterns
through
the
time
................................
7
2.6
Paid-‐Owned-‐Earned
evolution
.............................................................................................
8
2.7
International
&
Belgian
figures
for
social
media
.......................................................
10
2.8
Listening
......................................................................................................................................
12
3.
Integrating
the
owned
media
activities
into
a
process
...................................................
14
4.
Listening
in
social
media
..............................................................................................................
15
4.1
Listening’s
scope
......................................................................................................................
15
4.2
Objectives
of
listening
............................................................................................................
16
4.3
Statistics
about
listening
.......................................................................................................
18
4.4
Largest
service
providers
.....................................................................................................
19
5.
Investing
in
owned
social
media
campaigns
.......................................................................
21
5.1
Reasons
for
investing
.............................................................................................................
21
5.2
Reasons
for
an
unsuccessful
social
media
campaign
...............................................
22
5.3
Consumers’
reasons
for
using
social
media’s
..............................................................
23
5.4
Social
media
integration
in
a
company
..........................................................................
25
5.5
Attitude
towards
social
media
integration
and
measurement
............................
26
5.6
Statistics
about
social
media
metrics
..............................................................................
27
5.7
Different
metrics
......................................................................................................................
28
5.8
Engagement
and
word-‐of-‐mouth
......................................................................................
29
5.9
Common
erroneous
beliefs
.................................................................................................
31
6.
Methodology
......................................................................................................................................
34
6.1
Global
Methodology
................................................................................................................
34
6.2
Methodology
for
the
listening
............................................................................................
36
6.2.1
Selection
of
a
consistent
sample
...............................................................................
36
6.2.2
Selected
platforms
..........................................................................................................
37
6.2.3
Limitations
and
drawbacks
of
listening
................................................................
38
6.3
Methodology
for
the
ROI
of
owned
social
media
advertising
..............................
40
6.3.1
Selected
platforms
..........................................................................................................
40
6.3.2
Time
consideration
........................................................................................................
41
6.3.3
Views
counting
.................................................................................................................
41
6.3.4
Cost
per
mille
(CPM)
......................................................................................................
41
6.3.5
Link
between
CPM
and
ROI
........................................................................................
43
6.3.6
Links
with
offline
investments
..................................................................................
44
6.3.7
Owned
media
and
customer-‐generated
media
(CGM)
....................................
44
6.3.8
Frequency
&
reach
..........................................................................................................
45
6.3.9
Tipping
point
principle
.................................................................................................
45
7.
ROI
of
listening
exercises
.............................................................................................................
47
7.1
Analysis
........................................................................................................................................
47
7.2
Learnings
about
listening
.....................................................................................................
50
8.
Results
of
owned
social
media
advertising
(ROI)
.............................................................
54
vi
3. 8.1
Analysis
........................................................................................................................................
54
8.1.1
YouTube
analysis
............................................................................................................
54
8.1.2
Twitter
analysis
...............................................................................................................
56
8.1.3
Facebook
analysis
...........................................................................................................
57
8.1.4
Traditional
vs.
social
media
........................................................................................
58
8.2
Learnings
.....................................................................................................................................
60
8.2.1
Landscape
overview
......................................................................................................
60
8.2.2
YouTube
learnings
..........................................................................................................
62
8.2.3
Twitter
learnings
.............................................................................................................
64
8.2.4
Facebook
learnings
.........................................................................................................
65
8.2.5
Robustness
test
................................................................................................................
68
8.2.6
Social
media
mix
and
comparison
with
traditional
media
(TV)
.................
70
8.2.7
Social
media
mix
and
comparison
with
most
consulted
news
websites
73
9.
Conclusions
........................................................................................................................................
74
10.
Bibliography
...................................................................................................................................
79
vii
4. Appendices
Appendix
1:
Comparison
and
insights
from
the
different
interviews
......................
86
Appendix
2:
Examples
of
questions
used
in
interviews
.................................................
88
Appendix
3:
Facebook
different
types
of
ad
........................................................................
90
Appendix
4:
Facebook
mixture
of
friends/brands
news
...............................................
91
Appendix
5:
YouTube
owned
vs.
CGM
channel
..................................................................
92
Appendix
6:
Social
media
activity
of
local
brands
social
media
activity
.................
93
Appendix
7:
Volume
of
useful
statement
..............................................................................
95
Appendix
8:
Evaluation
of
the
biggest
listening
services
providers
.......................
115
Appendix
9:
Data’s
related
to
presence
on
YouTube
.....................................................
116
Appendix
10:
One
idea
was
taken
over
by
McKinsey
&
Company
...........................
129
viii
5. Table
of
figures
Figure
1
–
Classification
of
social
medias
.....................................................................................
4
Figure
2
–
Categorization
of
the
consumer
in
social
medias
................................................
5
Figure
3
–
Evolution
of
power
in
the
advertising
area
...........................................................
7
Figure
4
–
Paid,
owned
and
earned
media
...............................................................................
10
Figure
5
–
Social
media
integration
into
a
process
................................................................
14
Figure
6
–
Share
of
conversation
between
2
brands
............................................................
17
Figure
7
–
Segmentation
of
listening
platforms
......................................................................
19
Figure
8
–
Attitudes
toward
social
media
integration
.........................................................
26
Figure
9
–
Attitudes
toward
social
media
measurement
....................................................
27
Figure
10
–
Impact
of
advocacy
on
campaigns’
effectiveness
..........................................
31
Figure
11
–
E-‐commerce
websites
per
country
......................................................................
35
Figure
12
–
Brands
selected
for
owned
social
media
ROI
analysis
................................
36
Figure
13
–
Brands
selected
for
the
listening
ROI
analysis
...............................................
37
Figure
14
–
Brands’
mentions
on
Social
Mention
and
Google
Blogs
..............................
38
Figure
15
–
Cost
per
mille
per
media
..........................................................................................
42
Figure
16
–
Curve
before
reaching
the
tipping
point
...........................................................
46
Figure
17
–
Verbatim
analysis
........................................................................................................
48
Figure
18
–
Listening
investment
per
brand
............................................................................
50
Figure
19
–
Focus
group
costs
per
region
.................................................................................
52
Figure
20
–
Typical
YouTube
videos
analysis
for
a
brand
channel
................................
55
Figure
21
–
Number
of
views
traditional
vs.
social
medias
...............................................
59
Figure
22
–
YouTube
investment
per
brand
............................................................................
62
Figure
23
–
Twitter
investment
per
brand
...............................................................................
64
Figure
24
–
Facebook
investment
per
brand
...........................................................................
65
Figure
25
–
Facebook
and
CPM:
strengths
and
weaknesses
.............................................
68
Figure
26
–
Robustness
test
............................................................................................................
69
Figure
27
–
Share
of
voice
social
media
vs.
traditional
media
(1)
..................................
70
Figure
28
–
Share
of
voice
social
media
vs.
traditional
media
(2)
..................................
71
Figure
29
–
Comparison
online
news
websites
and
social
media
views
.....................
73
ix