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Mesuring return on
Engagement in social media
thoughts, tools & recommendations
Yann Gourvennec
Visionarymarketing.com
@yg...
picturecc2011YannGourvennec–http://bit.ly/picasayann
measuring return on engagement in social media
thoughts, tools & reco...
2 main publications in 2011
http://precommerce.com http://amonboss.com
some rights reserved (cc) 2011 – Orange – web, digi...
agenda
1. measuring return
2. the problem with tools
3. measuring ROE not an option
4. how to measure ROE?
5. conclusion
@...
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 6
Some rights reserved by blumpy
picturecc2011YannGourvennec–http://bit.ly/picasayann
1. measuring return
> ROI for innovation
some rights reserved - cc 20...
sneering at innovations isn’t new
disclaimer as per http://www.parisenimages.fr: reproduction of Paris en Image photo stoc...
a famous ROI example
> RUDOLF 1858 – 1913
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec
another example
10
Some rights reserved by sualk61
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec
source...
when innovations emerge
> nih
> ROI hard to prove
> not all innovations
sell
> gain in productivity
…
> not all (few) huma...
long term credibility?
Photo = Microsoft Picture Gallery
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec ...
several ways of measuring return …
sell engage save
all of the above
some rights reserved - cc 2011 - orange.com - Yann A....
picturecc2011YannGourvennec–http://bit.ly/picasayann
2. the problem with tools
> a surfeit of tools and metrics
some right...
functions and scope
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 15
social media tools
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 16
picturecc2011YannGourvennec–http://bit.ly/picasayann
3. measuring ROE
> no longer an option
some rights reserved - cc 2011...
measuring ROE no longer an option
percentage of your
fans that you have
attracted and made
them engage (like or
comment) w...
not just a matter of fan numbers
benchmark: social bakers
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec...
measuring engagement on Twitter
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 20
6
#1
#2
#3 @Orange Group
2,397 followers
@O2
53,727 followers
@ATT
107,868 followers
@SFR_Groupe
3,128 followers
@Telefoni...
what do all those metrics (really) mean?
true reach: how
many people you
influence
amplification: how
much you
influence t...
what do all those metrics (really really) mean?
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 23
picturecc2011YannGourvennec–http://bit.ly/picasayann
4. how to measure ROE
> 3 business cases
some rights reserved - cc 20...
4.1 business case #1: Orange Business Live
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 25
where content comes from …
microblog
96%
wall
1%
blog
3%
TWITTER* 2010 2011 Growth
Bloggers 11 13 18%
Contributors 47 262 ...
global span
> 3 nationalities generating live content (French, UK, USA)
> 41 countries visited digital content platform
> ...
measuring the reach
note: the value isn’t in Twitter
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 28
the long tail
> trends, questions …
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 29
4.2 business case #2: ROI Spain
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 30
Spain: facebook coupon campaign generates 145K€
5189 new likers
1237 coupons
406 new clients
through eshop
406X30X12 ~ € 1...
a social shopping experience & retention mechanism
E-shop tab on Orange PL fan pages
Click on
is mandatory to access
the o...
4.3 exclusive: the Orange social media dashboard
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 33
picturecc2011YannGourvennec–http://bit.ly/picasayann
5. conclusion
> our recommendations
some rights reserved - cc 2011 - ...
a few questions
> what is a fan?
> how much is a fan
worth?
> number of fans?
meaningful?
> engagement rate?
> response ra...
recommendations
> measure and show
results
> don’t forget about
savings
> don’t get trapped in
sales unless …
> use the ri...
your real focus shouldn’t be your facebook page
copyright © 2011 – Orange – web, digital & social media
Pag
e
37
social me...
thank you
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 38
suivez-nous !
@orange
@orangebusiness
http://www.facebook.com/orange
http://www.facebook.com/orangebusiness
http://youtube...
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[En] social media ROI istrategy presentation

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[This transcript was made using Speech to Text, there might be a few glitches here and there]

ROI isn’t a good measure for innovations when they emerge; on the contrary, when such innovations mature, measuring success becomes a must-have. There is more than one way of measuring ROI. One might try to determine, for instance, how much one earns, by using social media, but only a minority of enterprises is using social media to sell things, and there are still doubts as to whether social media is the right place to sell. Others might try and assess how much they save thanks to social media, or how much they can achieve beyond the usual boundaries of Marketing, or lastly, a combination of all of the above. Tools exist for us to measure social media; there are even a lot (too many?) of them. Yet, some of their metrics are either hard to understand for managers or they tend to be unreliable, or they might even measure activity vs. efficiency. Despite all these obstacles, 5 years after the first attempts at using social media for businesses, it is no longer possible to evade measuring social media activity and efficiency. In this session, I will show how, and what for and I will also highlight a few recommendations and warnings for those who are eager to be able to build their own social media dashboards.

http://www.istrategyconference.com/events/amsterdam/#eventProgram

Published in: Business, Technology
  • The slidecast for this presentation was recorded on the day before the iStrategy presentation which took place in Amsterdam on October 26th. It is therefore slightly longer than the actual presentation which lasted only 35 minutes (this slidecasts lasts for 45 minutes).

    Due to a bug in Slideshare, I wasn't able to synchronise the sound and slides properly but you can download the presentation and change the slides manually while listening to the audio.

    There is a sister presentation to this one, i.e. the social media dashboard which I will let everyone download too.
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[En] social media ROI istrategy presentation

  1. 1. Mesuring return on Engagement in social media thoughts, tools & recommendations Yann Gourvennec Visionarymarketing.com @ygourven @vismktg Visionary Marketing fait partie du groupe Effinity
  2. 2. picturecc2011YannGourvennec–http://bit.ly/picasayann measuring return on engagement in social media thoughts, tools & recommendations some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 2 @ygourven
  3. 3. 2 main publications in 2011 http://precommerce.com http://amonboss.com some rights reserved (cc) 2011 – Orange – web, digital & social media 4 English adapation on-going
  4. 4. agenda 1. measuring return 2. the problem with tools 3. measuring ROE not an option 4. how to measure ROE? 5. conclusion @orange @ygourven some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 5
  5. 5. some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 6 Some rights reserved by blumpy
  6. 6. picturecc2011YannGourvennec–http://bit.ly/picasayann 1. measuring return > ROI for innovation some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 7
  7. 7. sneering at innovations isn’t new disclaimer as per http://www.parisenimages.fr: reproduction of Paris en Image photo stock authorised in order to illustrate an educational or research project not commercialised in any form (e.g, classes, lectures, theses). some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 8
  8. 8. a famous ROI example > RUDOLF 1858 – 1913 some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec
  9. 9. another example 10 Some rights reserved by sualk61 some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec source: http://www.computing.co.uk/ctg/news/2024715/atos-aims-abolish-internal-email-2014
  10. 10. when innovations emerge > nih > ROI hard to prove > not all innovations sell > gain in productivity … > not all (few) human desires are rational some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 11 Some rights reserved by Joe Shlabotnik
  11. 11. long term credibility? Photo = Microsoft Picture Gallery some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 12
  12. 12. several ways of measuring return … sell engage save all of the above some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 13
  13. 13. picturecc2011YannGourvennec–http://bit.ly/picasayann 2. the problem with tools > a surfeit of tools and metrics some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 14
  14. 14. functions and scope some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 15
  15. 15. social media tools some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 16
  16. 16. picturecc2011YannGourvennec–http://bit.ly/picasayann 3. measuring ROE > no longer an option some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 17
  17. 17. measuring ROE no longer an option percentage of your fans that you have attracted and made them engage (like or comment) with your Wall Post source: social bakers so, what is a return on engagement graphic design: social bakers some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 18
  18. 18. not just a matter of fan numbers benchmark: social bakers some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 19
  19. 19. measuring engagement on Twitter some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 20
  20. 20. 6 #1 #2 #3 @Orange Group 2,397 followers @O2 53,727 followers @ATT 107,868 followers @SFR_Groupe 3,128 followers @Telefonica 3,026 followers @Vodafone_Group 8,587followers @deutschetelekom 22,900 followers @Tunisiana 2,729 followers @Orange_conseil 1,691 followers 55 @SFR_SAV 3,118 followers 50 @OrangeHelpers 7,851 followers 63 @Telekom_hilft 15,192 followers 63 74 73 61 52 40 49 57 25 +3 +1 +1 +2 +2 @BTCare 15,427 followers 68 klout.com +1 +1 +2 -1 +3 +1 +1 sample Twitter benchmark
  21. 21. what do all those metrics (really) mean? true reach: how many people you influence amplification: how much you influence them network impact: the influence of your network klout score: a mix of the above some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 22
  22. 22. what do all those metrics (really really) mean? some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 23
  23. 23. picturecc2011YannGourvennec–http://bit.ly/picasayann 4. how to measure ROE > 3 business cases some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 24
  24. 24. 4.1 business case #1: Orange Business Live some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 25
  25. 25. where content comes from … microblog 96% wall 1% blog 3% TWITTER* 2010 2011 Growth Bloggers 11 13 18% Contributors 47 262 457% Tweets 264 1397 429% People reached 40 503 191 501 373% Impressions served 431 943 3 576 246 728% some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 26 http://bit.ly/recapobl • 20 articles • 200 photos • 8 videos
  26. 26. global span > 3 nationalities generating live content (French, UK, USA) > 41 countries visited digital content platform > 10 countries engaged with Twitter content some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 27
  27. 27. measuring the reach note: the value isn’t in Twitter some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 28
  28. 28. the long tail > trends, questions … some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 29
  29. 29. 4.2 business case #2: ROI Spain some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 30
  30. 30. Spain: facebook coupon campaign generates 145K€ 5189 new likers 1237 coupons 406 new clients through eshop 406X30X12 ~ € 145k *406 clients x 30 euros ARPU x 12 months
  31. 31. a social shopping experience & retention mechanism E-shop tab on Orange PL fan pages Click on is mandatory to access the offer Monthly active users : 270K Interactions on the page : 39K
  32. 32. 4.3 exclusive: the Orange social media dashboard some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 33
  33. 33. picturecc2011YannGourvennec–http://bit.ly/picasayann 5. conclusion > our recommendations some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 34
  34. 34. a few questions > what is a fan? > how much is a fan worth? > number of fans? meaningful? > engagement rate? > response rate? > hiding/unliking pages? > reach of a live tweet? > what if new systems crop up? some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 35
  35. 35. recommendations > measure and show results > don’t forget about savings > don’t get trapped in sales unless … > use the right tool > know the limitations > don’t take metrics at face value > be patient > don’t get duped by numbers > long term engagement pays > think relationship, not sales some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 36
  36. 36. your real focus shouldn’t be your facebook page copyright © 2011 – Orange – web, digital & social media Pag e 37 social media focus see next page
  37. 37. thank you some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 38
  38. 38. suivez-nous ! @orange @orangebusiness http://www.facebook.com/orange http://www.facebook.com/orangebusiness http://youtube.com/orangebusinesshttp://live.orange.com some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 39

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