measuring social return on investment

Agenda

me.

applying classic thinking to new channels.

1st and 3rd party tracking tools.

reporting Internally.

questions.

me: a visual CV

2005 2006 2007 2010

Q. what behaviour or response am I trying to elicit?

(Is it appropriate to the channel?)(Is it the *right* response for the business?)

have I communicated this effectively to stakeholders? What are their KPIs?

Q. campaign or community?

Q. campaign or community?

community

newer metrics & reporting;

RT, follows, @, likes, unlikes, comments

no. of conversations/contacts

campaign

all the community metrics plus classic KPIs:

lead, conversion, click, revenue

objective & outcome

start & end

cost, return

1st party tracking tools

tools – Facebook insights (old)

http://www.ampmusicmarketing.com/tools/facebook-insights-gets-better/

tools – Facebook insights

leveraging Facebook insights

Source: Exacttarget/Cotweet http://www.exacttarget.com/resources/SFF8.pdf

tools – YouTube video statistics

tools – YouTube video statistics

evolution of views

engagement/interaction

milestones

basic demographics

tools – YouTube video statistics

3rd party tracking tools

Facebook ‘agencies’

Facebook ‘agencies’

tools

free paid

tools: Wildfire

tools: Wildfire

tools: BrandsEye

tools: BrandsEye

Links social to Advertising Value Equivalent (AVE)

Indexes the entire web

Works for any language

Reporting within the business

According to a survey across 17 SABMiller markets, senior management buy-in was identified as the number one factor preventing adoption of tools and developing capabilities in the discipline.

Source: Quirk Marketing

Q. what results do my stakeholders want to see?

(based on the initial consultation with them)

Business needs.Group goals/targets.

Effective communications.

Social Metrics Business Metrics

no. of new followers LTV of followers. Revenue per click from channel. Competitive review

mentions % share of voice in sector

views equivalent CPMs /AVE

comments equivalent price for qualitative research

contacts/questions cost per contact compared with traditional CS

classic thinking for new channels

Questions?

contact me;

@petedanksslideshare.net/danksy

facebook.com/luchalocos