1. Conversation Starters
@anthonybosschem
Social Media Forum:
There’s no ROI in social media

2. Imagine

3. What do you need?

4. 1.
Link strategy to results

5. 2.
Make sense out of RT’s & fans

6. 3.
Benchmark social to other
communication channels

7. sneaky 4.
Don’t ever have to go
through this again.

8. How will you get there?

9. Ditch ROI,
You have no reliable ‘R’

10. What do you have?

11. 1.
Cost per channel
The ‘I’ in ROI

12. 2.
A shitload of KPI’s
per channel

13. 3.
A strict yet flexible
buying cycle

14. Awareness Appreciation
Advocacy Action

15. Link it

16. Awareness

17. Impressions

18. Newsletter
opens Post Views
Impressions
Views Banner
Impressions
...

19. Appreciation

20. Engagement

21. Followers
Mentions
Fans ...
Engagement
Lists Likes
Comments
Subscribers

22. Action

23. Leads

24. Forms
submitted Coupons
Leads ...
Hard
conversion Whitepaper
downloads

25. Advocacy

26. Referrals

27. Mentions
Reviews
Referrals ...
Status
updates
Inbound
links

28. If we put all this together

29. Connect KPI’s to A’s
Awareness Appreciation Action Advocacy
Impressions Engagement Leads Referrals
Attributed
Fans/
Conversions/ Mentions in
Facebook Post views Comments/
Coupon status updates
Wall posts
downloads
Inbound links/
Attributed External
Blog Pageviews Comments/
Conversions Reviews
Social shares

30. Hey, this looks like
a balanced scorecard!

31. Enter cost

32. Monthly Facebook cost
€ 1000 1/4 FTE
€ 500 Outsourced
€ 250 Hosting Apps
+ € 250 Used tools
€ 2000

33. Connect cost to KPI’s
Awareness Appreciation Action Advocacy
Impressions Engagement Leads Referrals
2000 €
1000 150 10 25
Facebook Cost

34. Connect cost to KPI’s
Awareness Appreciation Action Advocacy
Impressions Engagement Leads Referrals
€6 € 13 € 80
2000 € € 200
Cost per Cost per Cost per
Facebook Cost Cost per Lead
Impression Engagement Referral

35. Do this for every channel

36. Benchmark channels
Awareness Appreciation
Action Advocacy

37. Benchmark channels
Awareness Appreciation
Advocacy Action

38. Benchmark channels
Awareness Appreciation
...
Advocacy Action

39. 40
30
20
10
0
Awareness Appreciation Action Advocacy
Translate strategy

40. 50
37,5
25
12,5
0
Awareness Appreciation Action Advocacy
Compare with results

41. Detect responsible channel
Cost per Cost per
Impression Engagement
Cost per Cost per
Referral Lead

42. Reallocate resources
Cost per Cost per
Impression Engagement
Cost per Cost per
Referral Lead

43. 30
22,5
15
7,5
0
Awareness Appreciation Action Advocacy
Evaluate effect

44. This is not new

45. IAB Framework
©Source: http://www.iabuk.net/en/1/iabaunchessocialmediameasurmentframework140710.mxs

46. Foundation for Measurement Standards
©Source: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-061311

47. It’s been done before
©Source: http://www.balancedscorecard.org/

48. And that’s a good thing

49. Questions?

50. Tnx!

51. Bart De Waele W: www.talkingheads.be
E: bartdewaele@talkingheads.be E: info@talkingheads.be
T: +32 495 51 36 36 T: +32 9 335 22 71
Sofie Verhalle Bart Debunne
E: sofieverhalle@talkingheads.be E: bartdebunne@talkingheads.be
T: +32 478 20 84 11 T: +32 486 76 70 26
Anthony Bosschem Joke De Nul
E: anthonybosschem@talkingheads.be E: jokedenul@talkingheads.be
T: +32 485 15 66 13 T: +32 486 41 84 30