there's no roi in social media

Conversation Starters

Social Media Forum:There’s no ROI in social media

@anthonybosschem

Imagine

What do you need?

1.Link strategy to results

2.Make sense out of RT’s & fans

3.Benchmark social to othercommunication channels

sneaky 4.Don’t ever have to go through this again.

How will you get there?

Ditch ROI,You have no reliable ‘R’

What do you have?

1.Cost per channel

The ‘I’ in ROI

2.A shitload of KPI’s

per channel

3.A strict yet flexible

buying cycle

AppreciationAwareness

ActionAdvocacy

Link it

Awareness

Impressions

Impressions

Views

Post ViewsNewsletter

opens

Banner Impressions

...

Appreciation

Engagement

Engagement

CommentsLikes

FansMentions

...

Lists

Followers

Subscribers

Action

Leads

Leads

Whitepaper downloads

Coupons

...

Forms submitted

Hard conversion

Advocacy

Referrals

Referrals

MentionsReviews

...

Inbound links

Status updates

If we put all this together

Connect KPI’s to A’s

AwarenessImpressions

AppreciationEngagement

ActionLeads

AdvocacyReferrals

Facebook Post viewsFans/

Comments/Wall posts

Attributed Conversions/

Coupon downloads

Mentions in status updates

Blog PageviewsInbound links/

Comments/Social shares

Attributed Conversions

External Reviews

Hey, this looks likea balanced scorecard!

Enter cost

Monthly Facebook cost1/4 FTE

Outsourced

Hosting Apps

Used tools

€ 1000

€ 500

€ 250

€ 250+

€ 2000

Connect cost to KPI’s

AwarenessImpressions

AppreciationEngagement

ActionLeads

AdvocacyReferrals

2000 €Facebook Cost 1000 150 10 25

Connect cost to KPI’s

AwarenessImpressions

AppreciationEngagement

ActionLeads

AdvocacyReferrals

2000 €Facebook Cost

€ 6Cost per

Impression

€ 13Cost per

Engagement

€ 200Cost per Lead

€ 80Cost per Referral

Do this for every channel

Benchmark channels

AppreciationAwareness

AdvocacyAction

Benchmark channels

AppreciationAwareness

ActionAdvocacy

Benchmark channels

AppreciationAwareness

ActionAdvocacy

...

Translate strategy

0

10

20

30

40

Awareness Appreciation Action Advocacy

Compare with results

0

12,5

25

37,5

50

Awareness Appreciation Action Advocacy

Detect responsible channelCost per

EngagementCost per

Impression

Cost per Lead

Cost per Referral

Reallocate resourcesCost per

EngagementCost per

Impression

Cost per Lead

Cost per Referral

0

7,5

15

22,5

30

Awareness Appreciation Action Advocacy

Evaluate effect

This is not new

IAB Framework

©Source: http://www.iabuk.net/en/1/iabaunchessocialmediameasurmentframework140710.mxs

Foundation for Measurement Standards

©Source: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-061311

It’s been done before

©Source: http://www.balancedscorecard.org/

And that’s a good thing

Questions?

Tnx!

Bart De Waele

E: bartdewaele@talkingheads.beT: +32 495 51 36 36

Sofie Verhalle

E: sofieverhalle@talkingheads.beT: +32 478 20 84 11

Anthony Bosschem

E: anthonybosschem@talkingheads.beT: +32 485 15 66 13

W: www.talkingheads.beE: info@talkingheads.beT: +32 9 335 22 71

Bart Debunne

E: bartdebunne@talkingheads.beT: +32 486 76 70 26

Joke De Nul

E: jokedenul@talkingheads.beT: +32 486 41 84 30