@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

@joantxo#smtravel11

From mass media, to earned media

@joantxo#smtravel11

From mass media, to earned media

@joantxo#smtravel11

Digital storytellers

@joantxo#smtravel11

Our client as a tribe

@joantxo#smtravel11

Adprosumers + lovemarks

@joantxo#smtravel11

But still, it is marketing

@joantxo#smtravel11

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

@joantxo#smtravel11

Real ROI is in the business, not only in social media

@joantxo#smtravel11

@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

@joantxo#smtravel11

Social Media Management System

@joantxo#smtravel11

Radian 6

@joantxo#smtravel11

June 2011. #sm4t #blogtripF1

@joantxo#smtravel11

Give them visibility, and KPI’s

@joantxo#smtravel11

#blogtripF1 2011 figures

@joantxo#smtravel11

Tweetcloud to understand the impact

@joantxo#smtravel11

Track the influencers

@joantxo#smtravel11

Clear profile

@joantxo#smtravel11

Be in the rankings

@joantxo#smtravel11

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

@joantxo#smtravel11

@joantxo#smtravel11

@joantxo#smtravel11

Tracking the total impact in the web, across

platforms

@joantxo#smtravel11

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

@joantxo#smtravel11

Think tank travel