return on investment of social media by luke williams
DESCRIPTION
Presented at the CIPR Wessex Social Media fast facts workshop on 22nd July 2009TRANSCRIPT
Evaluation, Metrics & ROI(yikes)
The way we use the internet is changing
publisher and consumer are now the same person
Real time, interactive... “Web 2.0”...
Publisher = Consumer
+ greater ownership and engagement
- less inclined to accept advertising on that platform
Engage & add value
“Successful” campaign has to:
1) Types of metrics2) Example metrics3) Example free tool
Traditional Metrics
Advertising Value Equivalent
Audience sentiment
Share of voice
Clip counting...
Output or outcome?
clips vs opinion
Activity Metrics
Visitors & Pageviews
Friends & Followers
Posts & Comments
Activity Metrics
Measuring engagement & value
quality NOT quantity
Activity Metrics
Feedback & Referrals
Brand mentions / topic mention x 100 = %
ROI Metrics
AVE of online adsonline cutting services
Cost of feedback online
vs cost of focus groups
Retrospective value of
an idea from feedback
ROI Metrics
Other Metrics - HR
Retention/Employee turn over
Time to hire
Hiring cost
Training cost
Time to acclimation for new employees
http://search.twitter.com
Google Alert(“feed” RSS)
Twitter Search(RSS feed)
Other RSS results
Google Reader
http://www.google.com/reader/
Shortens URLsCross Platform Analytics
+ Free
Tweets, comments and other uses appear below
In the UK: 1 in every 6 minsonline is spent in online communities
Source: Nielson “Global Faces and Networked Places” report (March 2009)
