ROI of Social Media

HELLO

TRAACKR

Measuring the ROI of Social Mediacan’t. shouldn’t.

MY STORYPROCTER & GAMBLEPEUGEOT CITROENMANAGEMENT CONSULTINGCHANNEL EFFICIENCYSOCIAL MEDIA MEASUREMENT

Social Media

from Socially Awkward

to Facebook Fan Pages

& Twitter celebrities

from SOCIAL TREND

to MARKET

customer service WOM campaigns

buzz analysissocial CRM

influencer engagement

$

$

ROI

books, Studies, Analyses...

1 Facebook FAN = $136.38

$136.38 ?!?

ROI =($GAINED)

($LOST)-1

ROI =

4,000 x $136.38

$120,000-1 = 355%

Cost Facebook Campaign: $120,000Result: + 4,000 Facebook fans

2 flawed assumptions

I can place a $ amount on a Facebook fan

1that

the value of building this fan page is limited to the number of fans I gained

2that

The ROI Social Media can’t be calculated

it’s not just me saying...

BOB KAPLAN

“Trying to calculate the ROI of social media is the same as trying to calculate the ROI of email or the road you drive to work on.

ROI applies to business initiatives

not CAPABILITY

SOCIAL MEDIA is CAPABILITY

Now What??

GIVE UP.MEASUREMENT?

reFOCUSMEASUREMENT

ROIRESULTS

10 simple STEPS

Measure initiatives not capability

1

A product Launch

A PR Crisis management

OUTLINE business objectives before your campaign starts

2

INCREASE SALES

RAISE BRAND AWARENESS

Define how to measure EACH OBJECTIVE

3

SALES = LEADS, INFLUENCER ENDORSEMENT, PRODUCT RANK

AWARENESS = BRAND MENTIONS, INFLUENCER POST COUNT

CRISIS = NEGATIVE CHATTER, POS/NEG RATIO

ETC.

KEEP PROCESS & TOOLS AS SIMPLE AS POSSIBLE

4

5Collect data regularly & MEASURE TRENDING

CREATE A BENCHMARK FOR MEASUREMENT

6

CAPTURE SERENDIPITOUS DATA

7

MEASURE ACROSS MEDIA PER CAMPAIGN

8

BUILD A LIBRARY OF METHODS & RESULTS

9

DON’T USE METHODS YOU CAN’T EXPLAIN

10

AVE

BARBARA BATES

EASTWICK COMMUNICATIONS

CO-FOUNDER & CEO

ARCHITECTURE OF INFLUENCE

TIM MARKLEIN

WEBER SHANDWICK

EXEC. VICE PRESIDENT

MEASUREMENT & STRATEGY

AMECorg.com#IPRMEASURE

kdpaine.blogs.comMEASUREPR CHAT

PR CHATttmm

blog.traackr.com

THANK YOU!

www.traackr.compierreloic@traackr.com