ROI van social media? Kunnen we het niet meten of willen we

het niet weten?

Ronald van der Aart | De Dagen Utrecht | 24 april 2012

Gary Vaynerchuck WineLibrary.tv

David M. Scott Auteur ‘Real-time Marketing & PR’

“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”

Internetgebruik in Nederland Forrester (Q2, 2010) via Upstream

ROI?

Doelstellingen Business case

ROI?

S.M.A.R.T.

Ondernemingsdoelstellingen

Afdelingsdoelstellingen

Social media doelstellingen

Social media metrics

Ret

urn

on in

vest

men

t

Bus

ines

s pl

anni

ng

Social Media Score Card

Social media doelstellingen Jeremiah Owyang (2010)

Dialogue Advocacy

Support Innovation

internal external

ROI?

ROI = opbrengst – kosten x 100 kosten

‘return’ ‘investment’

‘Investment’

•  Online news room. •  Uren.

‘Return’

Views. Shares.

Traffic website. Leads. Sale.

Reputatie.

KLM Surprise Najaar 2010

‘Investment’

•  Mensen. •  Technology. •  Cadeaus. •  Implementatie. •  Promotie. •  Consultants.

‘Return’

Impressies. Customer loyalty.

Goodwill. Reputatie. Ticket sales?

Vodafone SmartPhone Crew webcare | maart 2012

‘Investment’

•  Mensen. •  Technology. •  Implementatie. •  Promotie. •  Bureau.

‘Return’

Call deflection. Minder ‘cases’.

Retentie (‘double failure’). Customer loyalty.

NPS. Sales?

Webcare in Nederland quickscan | april 2012

‘Investment’

•  Mensen. •  Technology. •  Implementatie. •  Promotie. •  Bureau.

‘Return’

Selectie nieuw bier. Nieuwe naam.

Gratis figuranten. Actieve community.

Customer loyalty. NPS.

Merkreputatie.

Share-of-voice2

ROI Social Media Pyramid Altimeter (2010)

Step-by-step. Verken. Onderzoek. Verzamel.

Business cases. Meet. Bereken. Bewijs.

Return-on-ignoring.

“Not everything that can be counted counts. And not everything that counts can be counted”

via Albert Einstein

Meer informatie E ronald@repmen.com I repmen.com L linkedin.com/in/rvdaart T twitter.com/amazingpr F facebook.com/repmen

Vragen?