@joantxo#smtravel11
Get One Step Closer to that Elusive
ROI – Step Up Your Social Media
Tracking & Analytics &Determine
What Success Means for Your
Business
@joantxo llantada
October 2011
@joantxo#smtravel11
I am sorry to tell you but….
If 82% of TV ads generate negative
ROI, why are we obsessed with
social media ROI?
according to the book
The Social Media Management Handbook:
Everything You Need to Know to Get Social Media Working in
Your Business, written by a team of three from Accenture.
@joantxo#smtravel11
For our brand, 8 must
1. Traditional mass media is important, but not as important it used to be any more. Balance and results
2. Where are my customers?, my brand ought to be there
3. Social media is not free, it cost money and time
4. Social media is not easy, learning, learning, learning,… Beta test
5. KPI’s are not tweeting or posting. KPI’s is about conversation, engagement, compromise, conversion,…
6. Social media it is not just for one department , it is for the whole company
7. Social media will transform your company, or you will not be relevant in the market
8. No marketing strategy?, social media will failure
@joantxo#smtravel11
New environment
@joantxo#smtravel11
Tourism will grow
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Internet will be the key
@joantxo#smtravel11
Online tourism will increase
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Internet is the key factor for leisure
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Smartphones are now, not tomorrow
@joantxo#smtravel11
Social media IS now
@joantxo#smtravel11
Build confidence
• 76% do not trust in traditional
media or marketing. Brands lies !
• 70% of tourist uses internet for
booking their holidays. Social Travel
Report UK 2010
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Brands are learning
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From mass media, to earned media
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From mass media, to earned media
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Digital storytellers
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Our client as a tribe
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Adprosumers + lovemarks
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But still, it is marketing
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It is about contend strategy
@joantxo#smtravel11
- Count twitter followers, list, follows, number of tweets,
- Measure Facebook Likes, fans,…
- Check comment volume on blog posts
- Invest time in relevant forums
- Recommendations by others
Finding influencers 4 my brand
@joantxo#smtravel11
Social Brand Strategy
Source: December 17, 2008, “Social Brand Strategy” Forrester report
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Social Compass rules the markets
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Real ROI is in the business, not only in social media
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@joantxo#smtravel11
Marketo.com
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Social media is a skill and a must
@joantxo#smtravel11
Takes time but it is worthy
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Know what you have in hand
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Social Media Management System
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Radian 6
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June 2011. #sm4t #blogtripF1
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Give them visibility, and KPI’s
@joantxo#smtravel11
#blogtripF1 2011 figures
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Tweetcloud to understand the impact
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Track the influencers
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Clear profile
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Be in the rankings
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Geo tagging
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Topsy gives you some clues
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@joantxo#smtravel11
Twitrratr sentiment
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Summarizr tracking
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@joantxo#smtravel11
@joantxo#smtravel11
@joantxo#smtravel11
@joantxo#smtravel11
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@joantxo#smtravel11
@joantxo#smtravel11
Tracking the total impact in the web, across
platforms
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Volume of hits in the total web
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All possibilities search
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Stream graph tag
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Tag cloud, #sm4t Vs. #blogtripF1
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Do your best, get the best = ROI
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Think tank travel