measuring social return on investment
Agenda
me.
applying classic thinking to new channels.
1st and 3rd party tracking tools.
reporting Internally.
questions.
me: a visual CV
2005 2006 2007 2010
Q. what behaviour or response am I trying to elicit?
(Is it appropriate to the channel?)(Is it the *right* response for the business?)
have I communicated this effectively to stakeholders? What are their KPIs?
Q. campaign or community?
Q. campaign or community?
community
newer metrics & reporting;
RT, follows, @, likes, unlikes, comments
no. of conversations/contacts
campaign
all the community metrics plus classic KPIs:
lead, conversion, click, revenue
objective & outcome
start & end
cost, return
1st party tracking tools
tools – Facebook insights (old)
http://www.ampmusicmarketing.com/tools/facebook-insights-gets-better/
tools – Facebook insights
leveraging Facebook insights
Source: Exacttarget/Cotweet http://www.exacttarget.com/resources/SFF8.pdf
tools – YouTube video statistics
tools – YouTube video statistics
evolution of views
engagement/interaction
milestones
basic demographics
tools – YouTube video statistics
3rd party tracking tools
Facebook ‘agencies’
Facebook ‘agencies’
tools
free paid
tools: Wildfire
tools: Wildfire
tools: BrandsEye
tools: BrandsEye
Links social to Advertising Value Equivalent (AVE)
Indexes the entire web
Works for any language
Reporting within the business
According to a survey across 17 SABMiller markets, senior management buy-in was identified as the number one factor preventing adoption of tools and developing capabilities in the discipline.
Source: Quirk Marketing
Q. what results do my stakeholders want to see?
(based on the initial consultation with them)
Business needs.Group goals/targets.
Effective communications.
Social Metrics Business Metrics
no. of new followers LTV of followers. Revenue per click from channel. Competitive review
mentions % share of voice in sector
views equivalent CPMs /AVE
comments equivalent price for qualitative research
contacts/questions cost per contact compared with traditional CS
classic thinking for new channels
Questions?
contact me;
@petedanksslideshare.net/danksy
facebook.com/luchalocos
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