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Generating ROI from Social Media Engagement
Giles PalmerCEO, Brandwatch
[email protected] Tel: +44 (0)1273 234 293
©2010 Brandwatch | www.brandwatch.com
What is ROI?
Payback from investment > cost
ISSUES:
•Timing and context of the organisation
•Measuring the payback
•Message: ROI depends on the context
© 2010 Brandwatch | www.brandwatch.com 2
Social media marketing to drive TRAFFIC
E-consultancy
visit to econsultancy.com = £0.62
STRATEGY:
1.Engage online via bbc blogs, specialist forums, bazaarvoice, answering questions on linkedin, wiki & yahoo answers
2.Promote site content via youtube, twitter, facebook, veoh, digg, del.icio.us
© 2010 Brandwatch | www.brandwatch.com 3
e-consultancy
Cost ~ £10k
Return – traffic @ £0.62 per visit
Direct £11k
Search < £44k
+ Other benefits
CONCLUSION: worth it but quite a lot of work
© 2010 Brandwatch | www.brandwatch.com 4
Brandwatch
Article on Fresh Networks 22nd April
438 Clicks (5 yesterday)
15 Demos
4 Customers
> £20k Revenue
+ Search benefit
© 2010 Brandwatch | www.brandwatch.com 5
Social media MONITORING & MARKETING
1.Set objectives
2.Finding the conversations
3.Set benchmarks
4.Only show users what they need
5.Give it time
© 2010 Brandwatch | www.brandwatch.com 6
Setting the OBJECTIVES
Monitoring vs marketing
Aligned the two
Aligned with org. structure
© 2010 Brandwatch | www.brandwatch.com 7
Fitting into org. structure
E.On
DEPARTMENTS
PR, Brand & comms, Talent, Retail, Renewables…
WHAT DO THEY WANT TO TRACK?
Brand, plants, competitors, lobby groups, sponsorship, campaigns
© 2010 Brandwatch | www.brandwatch.com 8
Find the conversations – Getting the queries RIGHT
Disambiguation – http://en.wikipedia.org/wiki/Comet
© 2010 Brandwatch | www.brandwatch.com 9
© 2010 Brandwatch | www.brandwatch.com 10
(Comet OR "tweety uppy" OR comet.co.uk OR cometparcel OR cometdeals OR comet.co.uk/football OR comet.co.uk/goal) AND ("Bluffer's guide to gadgets" OR "Bluffers guide to gadgets" OR "Tweety Uppy" OR "come and play" OR "World Cup" OR "keith allen" OR "perfect pitch" OR "we live electricals" OR "comet store?" OR "home cinema" OR Hoover? OR iphone? OR iPod? OR ipad? OR Ironing OR JVC OR Kettle? OR Keyboard? OR Kodak OR Laptop? OR Laundry OR LCD OR LED OR Lense? OR comet.co.uk OR LG OR Macbook? OR "Memory Card?" OR Microwave? OR MP3 OR Netbook? OR "local comet" OR Nikon OR Nintendo? OR Olympus OR Oven? OR Panasonic OR PC OR PDA OR Pentax OR Peripheral? OR Philips OR Phillips OR Phone? OR Plasma? OR Playstation? OR Printer? OR raw:"B&Q" OR Processor? OR Projector? OR PSP OR Radio? OR Refrigerator? OR "Remote Control?" OR Samsung OR currys OR Sanyo OR "Sat Nav?" OR Scart? OR Shaver? OR SLR OR Sony OR Speakers OR Straightener? OR Television? OR "curry's" OR Toaster? OR Toshiba OR Trimmer? OR "Tumble Dryer?" OR Vacuum? OR Vaio OR dixons OR Video OR Viera OR Walkman OR "Washer Dryer?" OR "Washing Machine?" OR Wii OR Xbox OR "comet santa"~2 OR "dixon's" OR cometparcel OR "Discount code?" OR kesa OR "john lewis" OR kingfisher OR "pc world" OR pcworld OR tesco OR retailer? OR Installation OR delivery OR "we live electrical" OR Acer OR "Air Conditioner?" OR Apple? OR appliance? OR Asus OR Audio? OR "We Deal in Your Ideal" OR Binocular? OR "Blu ray?" OR Bravia OR Cable? OR Camcorder? OR Camera? OR "We Deal in Ideal" OR Canon OR Casio OR "Coffee Maker?" OR Compaq OR Computer? OR Cooker? OR "branch of comet" OR Daewoo OR "Data Storage" OR Dehumidifier? OR Dictaphone? OR Digital? OR Dishwasher? OR "comet electrical" OR DSLR OR DVD? OR Dyson? OR "electrical goods" OR Epilator? OR "comet group plc" OR freesat OR Freeview OR Freezer? OR Fridge? OR Haircare? OR Hairdryer? OR "comet store" OR "Hard Drive?" OR "HD ready?" OR HDMI OR Headphones OR Heater? OR "Hi Fi" OR HiFi OR 3dtv OR "3d tv"~5 OR hp OR "hewlett packard" OR "packard bell" OR vax OR kesa) -asteroid -haley -halley -hayley -haleys -halleys -crash -"vomit comet" -ford -"Williams Comet" -"BEA Comet" -"comet run" -"comet strike" -hayleys -"comet newspaper" -"comet & herald" -"surrey comet" -"captain comet" -"Hale Bopp" -nasa -"comet strikes" -Havilland -"silver comet" -"Comet Cowboy" -"comet holmes" -Persius -"Crosley Comet" -"Xda comet" -cometlabs -"comet labs" -"amino acid" -"blue comet" -Stardust -"Comet Crash" -"golden comet" -fish -goldfish -flyby -"night sky" -"evening sky" -spaceship -shuttle -Haviland -astrology -"hudson comet" -Mayan -"Comet Tavern" -Nostradamus -"comet chaser" ……
Editing queries – FALSE EFFECTS
© 2010 Brandwatch | www.brandwatch.com 11
Benchmarking
1.Webstats
2.Conversion rates
3.Volume of conversation
4.Sentiment
5.Competitors
6.Type of conversation
© 2010 Brandwatch | www.brandwatch.com 12
Benchmarks – DIFFERENT INDUSTRIES
© 2010 Brandwatch | www.brandwatch.com 13
1. The most popular brands have an unmanageable number of daily mentions
2. The volumes vary with industry; people only blog etc.. about things they are passionate about
Daily mentions* of
Videogames
Electronics
Fashion
Cosmetics
Business servicesBeer
...most popular brands in that industry
17,000 e.g. Halo Reach
12,000 e.g. Ipad
4,000 e.g. Nike
3,000 e.g. Chanel
2,000 e.g. Xerox
e.g. Budweiser400
z 15
3 e.g. Samsung R780
13 e.g. La Redoute
8 e.g. Charles Worthington
1 e.g. Lumigent
e.g. Kronenbourg20
...less popular brands
e.g. Tron: evolution
* Based on average Sept data for 5 popular and less popular brands
Benchmarks – INTERESTING MENTIONS
© 2010 Brandwatch | www.brandwatch.com 14
CiscoHondaE.onPantene
Not interesting (e.g. passing
mention)
Interesting to read
Interesting and worth
acting on
99%
1%
c. 0.1%
65%
2%
33%
79%
20%
1%
24%
52%
24%
Benchmarks – VOLUME
© 2010 Brandwatch | www.brandwatch.com 15
Benchmarks – SENTIMENT
© 2010 Brandwatch | www.brandwatch.com 16
Only show users WHAT THEY NEED
•Custom dashboards
•Read only dashboards
•Reports
© 2010 Brandwatch | www.brandwatch.com 17
Getting it right can take TIME and ITERATIONS
© 2010 Brandwatch | www.brandwatch.com 18
ROI example
For one client, in a 1 month period
Number of posts tracked ~100,000
Filtered to 4,500
Actual engagements < 2%
Number of increased views 25,000
Increase in positive tonality 11%
Decrease in negative tonality 25%
ROI 558%
Our tempting OFFER
THANK YOU for listeningGiles [email protected] @joodoo9
20© 2010 Brandwatch | www.brandwatch.com
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