This 15-slide presentation discusses ways to measure the return on investment (ROI) of social media. Some key points made include: 1. The value of social media is not always quantifiable in the same way as traditional marketing investments. 2. Not adopting social media can have high costs in terms of losing touch with customers and brand reputation damage from negative buzz. 3. Growth is connected to customer recommendation rates, so social media that improves recommendations can boost growth. 4. Measuring ROI requires looking at metrics like engagement, influence, and sentiment over attention alone or tool-specific metrics. Focusing on building sustainable customer relationships is emphasized over one-time campaigns.

1. V 1.1
15 things to know about
ROI on social media
Helping companies
to understand
Buzz,
marke+ng
viral,
social
media,
RP
2.0,
the future of digital Facebook,
Twi>er,…
Emmanuel
Vivier
&
Jean
Noel
Chaintreuil
|
+33
6
11
62
37
94
|
emmanuel.vivier@hubinsAtute.com
©HUB
InsAtute.
All
rights
reserved
.
www.hubinsAtute.com
›

2. How
to
download
these
slides?
Just
click
on
the
link
below
and
fill
up
the
form
Click
below
h>p://www.hubins+tute.com/reports
to
get
the
slides
of
this
presenta5on
©
HUBinsAtute.com
2

3.
1.
SOCIAL
MEDIA
SHOW
ME
THE
R.O.I.
?
©
HUBinsAtute.com 3

4. #1
The
value
of
something
is
not
always
related…
…to
its
measurability
©
HUBinsAtute.com

5. #1
The
value
of
something
is
not
always
related…
…to
its
measurability
What
is
theROI
of
having
put
your
trousers
on
this
morning?
©
HUBinsAtute.com

6. #1
The
value
of
something
is
not
always
related…
…to
its
measurability
©
HUBinsAtute.com

7. #1
The
value
of
something
is
not
always
related…
…to
its
measurability
What
is
the
ROI
of
your
mother?
©
HUBinsAtute.com

8. But
some
things
might
deserve
to
be
beSer
measured
• Click
to
edit
Master
text
styles
©
HUBinsAtute.com

9. But
some
things
might
deserve
to
be
beSer
measured
• Click
to
edit
Master
text
styles
Social
Media
or
the
raise
of
vanity
metrics
©
HUBinsAtute.com

10. #2
What
is
the
cost
of
NOT
adopAng
Social
Media?
R.O.N.I.
:
Return
On
Non
Investment
©
HUBinsAtute.com

11. #2
What
is
the
cost
of
NOT
adopAng
Social
Media?
What
is
the
cost
of
losing
touch
with
your
customers?
%
of
media
spent
vs.
%
marke<ng
spending
©
HUBinsAtute.com
8

12. #2
What
is
the
cost
of
NOT
adopAng
Social
Media?
ex
:
L’oreal
Vs
Michelle
Pham
(TubeMetrics.com)
Brands 7 1
Channels 81 1
Views 51
M
475
M
Nbr.
Of
videos 3496 167
Avg.
Views/video 15
K 2,8
M
Difference
is
ENGAGEMENT
not
MONEY
186
X
More
©
HUBinsAtute.com
9

13. What
is
the
cost
of
losing
touch
with
your
consumers?
Even
in
the
USA
leading
adverAsers
are
under-­‐invesAng
in
digital/social
media
Only
5
of
the
“Top
20”
spend
more
than
8-­‐12%
(Industry
average)

14. #2
What
is
the
cost
of
NOT
adopAng
Social
Media?
RONI
:
Return
On
Non
Investment
ex… Comcast bad buzz
©
HUBinsAtute.com
11

15. #2
What
is
the
cost
of
NOT
adopAng
Social
Media?
RONI
:
Return
On
Non
Investment
ex… Comcast bad buzz
diffusion
©
HUBinsAtute.com
11

16. #2
What
is
the
cost
of
NOT
adopAng
Social
Media?
RONI
:
Return
On
Non
Investment
ex… Comcast bad buzz
diffusion
©
HUBinsAtute.com
11

17. #2
What
is
the
cost
of
NOT
adopAng
Social
Media?
RONI
:
Return
On
Non
Investment
ex… Comcast bad buzz
diffusion
Your
consumers
are
not
wai+ng
for
your
brand
to
be
ready
©
HUBinsAtute.com
11

18. #2
What
is
the
cost
of
NOT
adopAng
Social
Media?
«
Bad
buzz
»
has
a
long
memory
©
HUBinsAtute.com
12

19. #3
Growth
and
«
recommendaAon
rate
»
are
connected
This
is
the
principle
behind
the
Net
Promoter
Score
growth for a brand that increase its recommndation
X2 rate by 12% on average)
The
UlAmate
QuesAon:
Driving
Good
Profits
and
True
Growth
©
HUBinsAtute.com
13

20. #4
Your
Brand
reputaAon
is
your
#1
asset
Brands
reputa+on
&
stock
value
are
connected
©
HUBinsAtute.com
14

21. #5
Social
requires
a
real
investment…
But
should
offer
a
much
be>er
R.O.I.
in
the
long
term
Campaigns Based on
Traditional Campaigns Earning Sustainable Relationships
Fans/Follows/Friends
Fans/Follows/Friends
Time Time
©
HUBinsAtute.com
15

22. #5
Social
requires
a
real
investment…
But
should
offer
a
much
be>er
R.O.I.
in
the
long
term
Campaigns Based on
Traditional Campaigns Earning Sustainable Relationships
Fans/Follows/Friends
Fans/Follows/Friends
Time Time
TradiAonal
Campaigns
start
from
zero
and
abandon
the
audience
they’ve
amassed
upon
compleAon.
Campaigns
based
on
earning
Sustainable
RelaAonships
leverage
the
exisDng
audience
and
grow
it
for
future
use.
©
HUBinsAtute.com
15

23. #6
How
to
measure
the
ROI
of
social
media
?
The
ROI
formula
ROI =
Gain from Investment – Cost of Investment
Cost of Investment
©
HUBinsAtute.com
16

24. #6
How
to
measure
the
ROI
of
social
media
?
Focusing
on
tools
specific
metrics
won’t
get
you
anywhere
Tactics ASenAon Engagement Authority Influence SenAment
©
HUBinsAtute.com

25. #6
How
to
measure
the
ROI
of
social
media
?
Focusing
on
tools
specific
metrics
won’t
get
you
anywhere
Tactics ASenAon Engagement Authority Influence SenAment
• Unique
Visits • Total
“Likes” • On-­‐Message
• Total
InteracAons • External
Links
to
• Impressions • Subscribed
“Likes” • PosiAve/NegaAve/
Facebook • Page
Views
• Fan
Photos/Videos Content
&
• Audience
Profile
as
Neutral
• Post
Quality Discussion
• Media
ReflecAon
of
Target • Change
Over
Time
©
HUBinsAtute.com

26. #6
How
to
measure
the
ROI
of
social
media
?
Focusing
on
tools
specific
metrics
won’t
get
you
anywhere
Tactics ASenAon Engagement Authority Influence SenAment
• Unique
Visits • Total
“Likes” • On-­‐Message
• Total
InteracAons • External
Links
to
• Impressions • Subscribed
“Likes” • PosiAve/NegaAve/
Facebook • Page
Views
• Fan
Photos/Videos Content
&
• Audience
Profile
as
Neutral
• Post
Quality Discussion
• Media
ReflecAon
of
Target • Change
Over
Time
• Retweets • Extended
Network/ • On-Message
• Direct
Messages • Inbound
Links Influence
of
Followers
• Positive/Negative/
TwiSer • Total
Followers
• @Replies • External
Coverage • Follower
Profile
as
Neutral
• Shared
Content ReflecAon
of
Target • Change Over Time
©
HUBinsAtute.com

27. #6
How
to
measure
the
ROI
of
social
media
?
Focusing
on
tools
specific
metrics
won’t
get
you
anywhere
Tactics ASenAon Engagement Authority Influence SenAment
• Unique
Visits • Total
“Likes” • On-­‐Message
• Total
InteracAons • External
Links
to
• Impressions • Subscribed
“Likes” • PosiAve/NegaAve/
Facebook • Page
Views
• Fan
Photos/Videos Content
&
• Audience
Profile
as
Neutral
• Post
Quality Discussion
• Media
ReflecAon
of
Target • Change
Over
Time
• Retweets • Extended
Network/ • On-Message
• Direct
Messages • Inbound
Links Influence
of
Followers
• Positive/Negative/
TwiSer • Total
Followers
• @Replies • External
Coverage • Follower
Profile
as
Neutral
• Shared
Content ReflecAon
of
Target • Change Over Time
• Likes/Dislikes • Subscribers • On-Message
• Views • Inbound
Links • Positive/Negative/
YouTube • Subscribers
• Comments
• External
Coverage
• Demographic
Insights
Neutral
• FavoritesdReplies • Audience
Profile • Change Over Time
©
HUBinsAtute.com

28. #6
How
to
measure
the
ROI
of
social
media
?
Focusing
on
tools
specific
metrics
won’t
get
you
anywhere
Tactics ASenAon Engagement Authority Influence SenAment
• Unique
Visits • Total
“Likes” • On-­‐Message
• Total
InteracAons • External
Links
to
• Impressions • Subscribed
“Likes” • PosiAve/NegaAve/
Facebook • Page
Views
• Fan
Photos/Videos Content
&
• Audience
Profile
as
Neutral
• Post
Quality Discussion
• Media
ReflecAon
of
Target • Change
Over
Time
• Retweets • Extended
Network/ • On-Message
• Direct
Messages • Inbound
Links Influence
of
Followers
• Positive/Negative/
TwiSer • Total
Followers
• @Replies • External
Coverage • Follower
Profile
as
Neutral
• Shared
Content ReflecAon
of
Target • Change Over Time
• Likes/Dislikes • Subscribers • On-Message
• Views • Inbound
Links • Positive/Negative/
YouTube • Subscribers
• Comments
• External
Coverage
• Demographic
Insights
Neutral
• FavoritesdReplies • Audience
Profile • Change Over Time
• On-­‐Message
• #
of
Comments
• Inbound
Links
RP • Audience
Profile
as
• PosiAve/NegaAve/
• Share
of
Voice RelaAve
to
• Subscribers
Bloggers
ReflecAon
of
Target Neutral
Audience
Size • External
Coverage
• Change
Over
Time
©
HUBinsAtute.com

29. #6
How
to
measure
the
ROI
of
social
media
?
Focusing
on
tools
specific
metrics
won’t
get
you
anywhere
Tactics ASenAon Engagement Authority Influence SenAment
• Unique
Visits • Total
“Likes” • On-­‐Message
• Total
InteracAons • External
Links
to
• Impressions • Subscribed
“Likes” • PosiAve/NegaAve/
Facebook • Page
Views
• Fan
Photos/Videos Content
&
• Audience
Profile
as
Neutral
• Post
Quality Discussion
• Media
ReflecAon
of
Target • Change
Over
Time
• Retweets • Extended
Network/ • On-Message
• Direct
Messages • Inbound
Links Influence
of
Followers
• Positive/Negative/
TwiSer • Total
Followers
• @Replies • External
Coverage • Follower
Profile
as
Neutral
• Shared
Content ReflecAon
of
Target • Change Over Time
• Likes/Dislikes • Subscribers • On-Message
• Views • Inbound
Links • Positive/Negative/
YouTube • Subscribers
• Comments
• External
Coverage
• Demographic
Insights
Neutral
• FavoritesdReplies • Audience
Profile • Change Over Time
• On-­‐Message
• #
of
Comments
• Inbound
Links
RP • Audience
Profile
as
• PosiAve/NegaAve/
• Share
of
Voice RelaAve
to
• Subscribers
Bloggers
ReflecAon
of
Target Neutral
Audience
Size • External
Coverage
• Change
Over
Time
• # of Check-ins • PosiAve/NegaAve/
Foursquare/ • #
of
Unique
Visitor
• #
of
Repeat
Check-­‐ broadcast to • Audience
Profile
as
Neutral
Commentary
GeolocaAon Check-­‐ins Ins
Twitter or ReflecAon
of
Target
w/Check-­‐ins
Facebook
©
HUBinsAtute.com

30. #6
How
to
measure
the
ROI
of
social
media
?
Focusing
on
tools
specific
metrics
won’t
get
you
anywhere
Tactics ASenAon Engagement Authority Influence SenAment
• Unique
Visits • Total
“Likes” • On-­‐Message
• Total
InteracAons • External
Links
to
• Impressions • Subscribed
“Likes” • PosiAve/NegaAve/
Facebook • Page
Views
• Fan
Photos/Videos Content
&
• Audience
Profile
as
Neutral
• Post
Quality Discussion
• Media
ReflecAon
of
Target • Change
Over
Time
• Retweets • Extended
Network/ • On-Message
• Direct
Messages • Inbound
Links Influence
of
Followers
• Positive/Negative/
TwiSer • Total
Followers
• @Replies • External
Coverage • Follower
Profile
as
Neutral
• Shared
Content ReflecAon
of
Target • Change Over Time
• Likes/Dislikes • Subscribers • On-Message
• Views • Inbound
Links • Positive/Negative/
YouTube • Subscribers
• Comments
• External
Coverage
• Demographic
Insights
Neutral
• FavoritesdReplies • Audience
Profile • Change Over Time
• On-­‐Message
• #
of
Comments
• Inbound
Links
RP • Audience
Profile
as
• PosiAve/NegaAve/
• Share
of
Voice RelaAve
to
• Subscribers
Bloggers
ReflecAon
of
Target Neutral
Audience
Size • External
Coverage
• Change
Over
Time
• # of Check-ins • PosiAve/NegaAve/
Foursquare/ • #
of
Unique
Visitor
• #
of
Repeat
Check-­‐ broadcast to • Audience
Profile
as
Neutral
Commentary
GeolocaAon Check-­‐ins Ins
Twitter or ReflecAon
of
Target
w/Check-­‐ins
Facebook
• Total
Ongoing
Engaged
• Total
Trackbacks
&
Subscribers
to
Content/ • Overall
SenAment
Overall • Total
Media
Reach • Total
InteracAons Coverage
of
• Total
Shix
in
SenAment
Community
©
HUBinsAtute.com
AcAviAes
• Community
Crossover

31. #6
How
to
measure
the
ROI
of
social
media
?
Refocus
on
your
«
Business
Model
»
1. Attracting visitors
(= Acquisition, Recommendation)
2. Create a usage
(= Engagement, Retention)
3. Monetize
(= Revenues*) * ideally with a profit ;)
©
HUBinsAtute.com
18

32. #6
How
to
measure
the
ROI
of
social
media
?
5
KPIS
(Key
Performance
Indicators)
that
do
really
ma>er
©
HUBinsAtute.com
19

33. #6
How
to
measure
the
ROI
of
social
media
?
5
KPIS
(Key
Performance
Indicators)
that
do
really
ma>er
Acquisi<on
©
HUBinsAtute.com
19

34. #6
How
to
measure
the
ROI
of
social
media
?
5
KPIS
(Key
Performance
Indicators)
that
do
really
ma>er
Acquisi<on
Engagement
©
HUBinsAtute.com
19

35. #6
How
to
measure
the
ROI
of
social
media
?
5
KPIS
(Key
Performance
Indicators)
that
do
really
ma>er
Acquisi<on
Engagement
Reten<on
©
HUBinsAtute.com
19

36. #6
How
to
measure
the
ROI
of
social
media
?
5
KPIS
(Key
Performance
Indicators)
that
do
really
ma>er
Acquisi<on
Engagement
Reten<on
Recommenda<on
©
HUBinsAtute.com
19

37. #6
How
to
measure
the
ROI
of
social
media
?
5
KPIS
(Key
Performance
Indicators)
that
do
really
ma>er
Acquisi<on
Engagement
Reten<on
Recommenda<on
Revenues
©
HUBinsAtute.com
19

38. #6
How
to
measure
the
ROI
of
social
media
?
1/5
Acquisi3on
:
How
to
a>ract
visitors
?
Metrics:
Quantity (#)
Cost (€/$)
Conversion (%)
©
HUBinsAtute.com
20

39. #6
How
to
measure
the
ROI
of
social
media
?
1/5
Acquisi3on
:
How
to
a>ract
visitors
?
Acquisi<on
Metrics:
Quantity (#)
Cost (€/$)
Conversion (%)
©
HUBinsAtute.com
20

40. #6
How
to
measure
the
ROI
of
social
media
?
1/5
Acquisi3on:
ex
track
your
Tweets
performance
©
HUBinsAtute.com
21

41. #6
How
to
measure
the
ROI
of
social
media
?
2/5
Engagement
:
evaluate
the
impact
of
your
visitors
1st
visit
Metrics:
Nb of Pages per visit
Visit duration
Nb of likes, votes &
comments
©
HUBinsAtute.com
22

42. #6
How
to
measure
the
ROI
of
social
media
?
2/5
Engagement
:
evaluate
the
impact
of
your
visitors
1st
visit
Engagement
Metrics:
Nb of Pages per visit
Visit duration
Nb of likes, votes &
comments
©
HUBinsAtute.com
22

43. #6
How
to
measure
the
ROI
of
social
media
?
2/5
Engagement
:
Don’t
become
a
«
ghost
town
»
©
HUBinsAtute.com
23

44. #6
How
to
measure
the
ROI
of
social
media
?
2/5
Engagement
:
take
the
+me
to
dig
under
the
hype
©
HUBinsAtute.com
24

45. #6
How
to
measure
the
ROI
of
social
media
?
2/5
Engagement
:
take
the
+me
to
dig
under
the
hype
What
would
you
say
if
only
30%
of
your
newsleSer
subscribers
would
receive
it?
©
HUBinsAtute.com
24

46. #6
How
to
measure
the
ROI
of
social
media?
2/5
Engagement
:
take
the
+me
to
dig
under
the
hype
©
HUBinsAtute.com
25

47. #6
How
to
measure
the
ROI
of
social
media?
2/5
Engagement
:
take
the
+me
to
dig
under
the
hype
This
is
what
happen
for
most
brands
on
Facebook.
©
HUBinsAtute.com
25

48. #6
How
to
measure
the
ROI
of
social
media?
2/5
Engagement
:
take
the
+me
to
dig
under
the
hype
This
is
what
happen
for
most
brands
on
Facebook.
©
HUBinsAtute.com
25

49. #6
How
to
measure
the
ROI
of
social
media?
2/5
Engagement
:
take
the
+me
to
dig
under
the
hype
This
is
what
happen
for
most
brands
on
Facebook.
Only
30%
©
HUBinsAtute.com
25

50. #6
How
to
measure
the
ROI
of
social
media?
2/5
Engagement
:
take
the
+me
to
dig
under
the
hype
This
is
what
happen
for
most
brands
on
Facebook.
Only
30%
©
HUBinsAtute.com
25

51. #6
How
to
measure
the
ROI
of
social
media?
2/5
Engagement
:
take
the
+me
to
dig
under
the
hype
Facebook Edgerank algorithm
©
HUBinsAtute.com
26

52. #6
How
to
measure
the
ROI
of
social
media?
2/5
Engagement
:
les
visiteurs
par+cipent
à
une
1ère
expérience
Measure your edgerank
©
HUBinsAtute.com
http://edgerankchecker.com 27

53. #6
How
to
measure
the
ROI
of
social
media?
3/5
Reten3on
:
do
your
visitors
come
back?
Metrics:
Source
Number of visits
Number of registered emails
Visitor loyalty (%age of revisit)
Duration of their visit VS 1st visit
©
HUBinsAtute.com
28

54. #6
How
to
measure
the
ROI
of
social
media?
3/5
Reten3on
:
do
your
visitors
come
back?
Reten<on
Metrics:
Source
Number of visits
Number of registered emails
Visitor loyalty (%age of revisit)
Duration of their visit VS 1st visit
©
HUBinsAtute.com
28

55. #6
How
to
measure
the
ROI
of
social
media?
3/5
Reten3on
:
ex
requalify
&
segment
your
Facebook
http://www.agorapulse.com/
©
HUBinsAtute.com
29

56. #6
How
to
measure
the
ROI
of
social
media?
3/5
Reten3on
:
ex
requalify
&
segment
your
Facebook
http://www.agorapulse.com/
©
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57. #6
How
to
measure
the
ROI
of
social
media?
3/5
Reten3on
:
ex
requalify
&
segment
your
Facebook
http://www.agorapulse.com/
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58. #6
How
to
measure
the
ROI
of
social
media?
4/5
Recommanda3on
:
what
is
your
advocacy
level
Metrics
X = % of visitors who invite a friend
?
Impact
Y = Average number of invited friends
Z = % of friends who accept the invitation
Virality rate = X * Y * Z (viral only if >1)
Net Promoter score Time
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59. #6
How
to
measure
the
ROI
of
social
media?
4/5
Recommanda3on
:
what
is
your
advocacy
level
Recommanda<on
Metrics
X = % of visitors who invite a friend
?
Impact
Y = Average number of invited friends
Z = % of friends who accept the invitation
Virality rate = X * Y * Z (viral only if >1)
Net Promoter score Time
©
HUBinsAtute.com
30

60. #6
How
to
measure
the
ROI
of
social
media?
4/5
RecommandaDon
:
Analyse
the
level
of
Influence
of
a
TwiSer
account
Texte
http://klout.com/#/emmanuelvivier
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31

61. #6
How
to
measure
the
ROI
of
social
media?
4/5
Recommanda3on
:
ex
track
the
virality
of
a
hashtag
http://tweetreach.com/reach?q=%23buzzthebrand
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HUBinsAtute.com
32

62. #6
How
to
measure
the
ROI
of
social
media?
5/5
Revenues
:
mone+ze
your
audience
Metrics:
§ Qualitative : Usability Testing / Session Monitoring
Identify problems & slutions via a small panel of users
§ Quantitative : Audience analysis / Engagement rate / Sales
Tracker users actions, conversion rate on users samples
Number, amount & sales frequency + Revenues vs acquisition costs
§ Comparative : A/B, Multivariate Testing
Comparing different the impact of different scenarios
Measure what texts/images are the most efficient
§ Competitive benchmarks : Monitoring & Tracking Competitors
Benchmark competition, channels, stats & keywords
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33

63. #6
How
to
measure
the
ROI
of
social
media?
5/5
Revenues
:
mone+ze
your
audience
Revenues
Metrics:
§ Qualitative : Usability Testing / Session Monitoring
Identify problems & slutions via a small panel of users
§ Quantitative : Audience analysis / Engagement rate / Sales
Tracker users actions, conversion rate on users samples
Number, amount & sales frequency + Revenues vs acquisition costs
§ Comparative : A/B, Multivariate Testing
Comparing different the impact of different scenarios
Measure what texts/images are the most efficient
§ Competitive benchmarks : Monitoring & Tracking Competitors
Benchmark competition, channels, stats & keywords
©
HUBinsAtute.com
33

64. #6
How
to
measure
the
ROI
of
social
media?
5/5
Revenues
:
Ex
:
Mul+variable
tes+ng
on
a
site
https://accounts.google.com/ServiceLogin?service=websiteoptimizer&continue=
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34

65. #6
How
to
measure
the
ROI
of
social
media?
5/5
Revenues
:
Ex
:
Mul+variable
tes+ng
on
a
site
https://accounts.google.com/ServiceLogin?service=websiteoptimizer&continue=
©
HUBinsAtute.com
34

66. #6
How
to
measure
the
ROI
of
social
media?
5/5
Revenue
:
Ex
:
Mul+variable
tes+ng
on
Facebook
Ads
http://www.performads.fr
http://www.socialadstool.com/teaser
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35

67. #7
How
to
improve
ROI
with
Social
Media?
You
can
increase
revenues….
ROI =
Gain from Investment – Cost of Investment
Cost of Investment
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36

68. #7
How
to
improve
ROI
with
Social
Media?
Or
reduce
your
cost
ROI =
Gain from Investment – Cost of Investment
Cost of Investment
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69. #7
How
to
improve
ROI
with
Social
Media?
Increase
revenues
or
decrease
your
costs…
ROI =
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70. #7
How
to
improve
ROI
with
Social
Media?
Increase
revenues
or
decrease
your
costs…
ROI =
Increase revenus
§ Increase the number of
clients
§ Grow the size of each order
§ Boost purchase frequency
§ Increase loyalty
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71. #7
How
to
improve
ROI
with
Social
Media?
Increase
revenues
or
decrease
your
costs…
ROI =
Increase revenus Decrease costs
§ Increase the number of § Reduce marketing R&D
clients costs
§ Grow the size of each order
§ Limit product development
§ Boost purchase frequency investment
§ Increase loyalty § Increase your productivity
§ Decrease IT & marketing
costs
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38

72. #8
Integrate
with
your
other
metrics
Towards
a
super
360°
dashboard?
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39

73. #8
Integrate
with
your
other
metrics
The
art
of
Data
Vizualisa+on
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40

74.
2.
SOCIAL
MEDIA
&
R.O.I.
MEASURE
IS
CHALLENGING
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75. #9
The
challenge
of
aligning
departments
&
objecAves
Silo
organizaAon
tends
to
generate
diverging
objecAves
&
prioriAes
Insights Engagement P&L R.O.I.
©
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42

76. #10
Infobesity
creates
inacAon
When
too
many
metrics
become
just
too
much
to
handle
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43

77. #11
Don’t
give
up
too
easily
Beware
to
overexpecta+ons
created
by
the
«
hype
»
©
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44

78. #12
MarkeAng
2.0
is
cheap
Viral
marke+ngs
is
NOT
a
«
low
cost
»
solu+on
?
©
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45

79. #12
MarkeAng
2.0
is
cheap
Viral
marke+ngs
is
NOT
a
«
low
cost
»
solu+on
?
Traditional
Marketing
Cost
Impact
©
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45

80. #12
MarkeAng
2.0
is
cheap
Viral
marke+ngs
is
NOT
a
«
low
cost
»
solu+on
?
Traditional Viral
Marketing Marketing
Cost
Cost
Impact
Impact
©
HUBinsAtute.com
45

81. #12
MarkeAng
2.0
is
cheap
Viral
marke+ngs
is
NOT
a
«
low
cost
»
solu+on
?
Traditional Viral
Marketing Marketing
Cost
Cost
Impact
Impact
Viral
offers
beSer
ROI
and
not
lower
cost
©
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45

82. #13
Budget
the
right
way
The
3/3
rule
Budget
for
an
efficient
social
media
strategy
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46

83. #13
Budget
the
right
way
The
3/3
rule
Budget
for
an
efficient
social
media
strategy
1/3
=
Building
Pla{orms
(design,
programing,
technology,
hosAng.)
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46

84. #13
Budget
the
right
way
The
3/3
rule
Budget
for
an
efficient
social
media
strategy
1/3 1/3
= =
Building
Community
Pla{orms management
(design,
programing,
(community
management,
technology,
hosAng.) moderaAon,
content,
uAlity)
©
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46

85. #13
Budget
the
right
way
The
3/3
rule
Budget
for
an
efficient
social
media
strategy
1/3 1/3 1/3
= = =
Building
Community Community
Pla{orms management promoAon
(design,
programing,
(community
management,
(SEO,
ads
&,
banner,
emailing,
technology,
hosAng.) moderaAon,
content,
uAlity) …)
©
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46

86. #14
A
tool
without
any
human
analysis
makes
no
sense
When
did
you
REALLY
check
your
webanaly+cs
for
the
last
+me?
©
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47

87. #15
Measurement
is
useless
If
it
leads
to
no
ac+on
based
on
the
analysed
results…
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48

88. How
to
download
these
slides?
Just
click
on
the
link
below
and
fill
up
the
form
Click
below
h>p://www.hubins+tute.com/reports
to
get
the
slides
of
this
presenta5on
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89. Some
useful
sites
And
readings
regarding
social
media
ROI
§
hSp://thebrandbuilder.wordpress.com §
hSp://www.mashable.com
§
hSp://www.slideshare.net/dmc500hats
§
hSp://www.emmanuelvivier.com
§
hSp://www.mondaynote.com
§
www.culture-­‐buzz.com
§
hSp://www.webmetricsguru.com
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© 2010. VanksenGroup SA, all rights reserved.All the content is confidential. This document may neither be used nor disclosed to third parties without prior authorisation.

90. Contact
Main
office,
workshop
and
training
rooms
Vincent
Ducrey Emmanuel
Vivier
Digital communication expert Digital marketing expert
Email : vincent.ducrey@hubinstitute.com Email : emmanuel.vivier@hubinstitute.com
Digital Think Tank
Twitter : http://www.twitter.com/vincent_ducrey Twitter : http://www.twitter.com/emmanuelvivier
Linkedin : http://fr.linkedin.com/in/vincentducrey Linkedin : http://fr.linkedin.com/in/emmanuelvivier
51 rue Pierre Charron 75008 Paris France
Phone : +33.1.77.10.69.04
©
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