Social Media ROI : How to measure it to drive your strategy?

ISPO Snow Ice & Rock Summit January 28th, 2014 – München, Germany

Marketing and digital communications agency

for mountain destinations and action sports brands in Europe and North America

@SWiTCHAgency

+1.5 MILLION VIEWS

Public humiliation è A change of priorities in the communication strategy

for Comcast.

Now: LEADER OF THE

CUSTOMER SERVICE ON TWITTER

CASE STUDY #1

« We don’t have a choice in whether we

do social media, the question is

HOW well we do it »

Erik Qualman (Author of Socialnomics)

R.O.I vs R.O.N.I

TRUTH #1 : NO DIRECT EFFECT!

What is at stake? §  Brand awareness and exposure §  Engaged and loyal community §  Improvement of SEO and traffic to

your website §  Reputation improvement over the

long term And, as a result, sales boost...

Social media has NO DIRECT EFFECT on sales, but it can help...

TRUTH #2 : ENGAGEMENT, ENGAGEMENT, ENGAGEMENT

What is the point of having

A MILLION OF FANS If they are not proactive?

Source : FanPage Karma, Nov. 2013

HOW MANY FANS ON FACEBOOK: Megève = Chamonix x 4

ENGAGED FANS: Megève x 8 = Chamonix

ENGAGEMENT RATE: Megève (0,5%) < Chamonix (19,6%)

CASE STUDY #2

To have the best engagement rate you must

TARGET YOUR ACTIONS and

TRACK THE RESULTS!

TRUTH #3 : TARGETING & TRACKING

How to get more social engagement? #1

How to get more social engagement? #2

FOCUS: HOW TO TARGET & TRACK?

Source : Social Intelligence Rapport – Adobe – 2013

STUDY RESULTS: TARGETING & TRACKING

CASE STUDY #3

TRUTH #4 : QUALITY vs QUANTITY

Source : Emmanuel Vivier

Google Analytics Tweetreach

TRUTH #5 : CHOOSE THE RIGHT TOOLS!

Crowdbooster

TRUTH #6 : ADOPT THE RIGHT METRICS!

« Social media is about PEOPLE!

Not about your business.

Provide for the people and the people will provide for you. »

Matt Goulart (Founder of Webstarcontent.com)

 

The metrics in correlation with consumer cycle…

1. ACQUISITION

2. ENGAGEMENT

3. RETENTION

4. RECOMMENDATION

5. INCOME – Final Stage where the user becomes profitable

Source : Emmanuel Vivier

website or social media brand page visit, bounce rate, etc.

First visit satisfaction, "like", subscription to a newsletter, etc.

Regular visits to a website, subscription to RSS feed, etc.

To at least one friend

TRUTH #7 : ADAPT YOUR METRICS!

TRUTH #8 : BRAND CONTENT IS KING!

How to optimize your ROI and boost your consumer cycle:  WITH A RELEVANT COMMUNITY MANAGEMENT

1. Storytelling

3. Call-To-Action

2. High value-added content

HOW TO PRODUCE ORIGINAL AND GENUINE BRAND CONTENT?

Source : Social Intelligence Rapport – Adobe – Q3 2013

HOW TO OPTIMIZE YOUR POST AND YOUR ENGAGEMENT RATE? #1

Source : Social Intelligence Rapport – Adobe – Q3 2013

HOW TO OPTIMIZE YOUR POST AND YOUR ENGAGEMENT RATE? #2

TRUTH #9 : MAKE IT REAL!

Mix real life and virtual life…

…in a fun way!

Need for meaning Trend: " gamification "

CASE STUDY #4

MAMMUT 150th Anniversary

+129K Fans on Facebook

10 755 Followers on Twitter

+220 Videos on Mammut’s YouTube Channel

+1M Views on YouTube

#1 Longest event ever achieved in the outdoor industy

Source : https://www.facebook.com/Mammut, 2012

CONCLUSION

Measure what you know:

§  Yes, calculate how much

your Facebook / Twitter/etc. community management costs you (time, cost of tools, etc.);

§  Yes, calculate your R.O.A.S*

And OPTIMIZE!

« YES »

*R.O.A.S. = Return On Advertising Spending

« NO »

THE R.O.I IS DEAD, LONG LIVE TO THE

R.O.E!

§  No, there is no magic formula for calculating Social Media R.O.I;

§  No, you should not expect a return on investment. (Sorry… L)

CONCLUSION

« Saying hello doesn’t have an ROI. It’s about building relationships »

Gary Vaynerchuck, founder of Wine Library TV  

CONCLUSION

Tel. + 33 (0) 450 275 349 Cell. + 33 (0) 675 705 859 info@switchconsulting.fr

www.switchconsulting.fr

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