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A look at 10 simple steps to refocus measurement and define results.
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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
