there's no roi in social media
Post on 17-Oct-2014
3.179 views
DESCRIPTION
TRANSCRIPT
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: [email protected]: +32 495 51 36 36
Sofie Verhalle
E: [email protected]: +32 478 20 84 11
Anthony Bosschem
E: [email protected]: +32 485 15 66 13
W: www.talkingheads.beE: [email protected]: +32 9 335 22 71
Bart Debunne
E: [email protected]: +32 486 76 70 26
Joke De Nul
E: [email protected]: +32 486 41 84 30