Return on Investment: thoughts about social media

Return on
Investment:
thoughts about
social media

Measurement and Metrics

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encounters of the whole agency team, in which each person presents a small
piece of a bigger theme, previously chosen. These reunions allows the agency
to advance the knowledge of all members, as the ability to present.

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Introduction

For many organizations, communication is still seen as an expense. Worse, in large part,
this view is caused by lack of ability of communicators to speak the language of
business.

Any business needs to be supported on solid foundations, which include knowing where
you come from and where we want to go. That is: the actions must be properly planned,
presenting yet, goals and results analysis.

In the language of business, however, the math would look like this: the greater
objectivity in the presentation of the goals and results, more understanding and respect
will be directed to the communicators, they will gain a strategic role.


Introduction

Common examples that roughly illustrate how communication is still associated by many
professionals to subjectivity:

“I feel that’s “I think the
“You can not
going to work” audience will
measure it”
like it”


Introduction

“I feel that’s “I think the
“You can not
going to work” audience will
measure it”
like it”

In the search for more objectivity,
old claims falls.


Introduction
Besides the excess of subjectivity, the problem in dialogue with business is the definition of
investment which, sometimes, is considered to be only monetary.

Below follows an appropriate definition, which helps to understand the activities and
results related to communication:

According to Otavio Freire, investment is the
Investment = total sum of efforts (both tangible and
intangible, financial and non-financial) of an
organization that wants to achieve some
goal.


Introduction

What does it changes???

If investment is not seen by a monetary perspective, it is
understood, then, that not all results will be presented in the
form of financial return.


Introduction

But be careful...

The fact that the communication involves attributes that go far
beyond the monetary currency does not mean at all that the
results can not be measured.

Again, the importance of measurement.


Measurement


What is to measure?

Measure is to do applied research to determine the
relative effectiveness or value of the result in public relations.
In short term, measure communication determines its success or
failure. To evaluate is to consider the wider efforts of public
relations, which aim to improve or enhance organizations
relationships with your stakeholders.
(GALERANI, 2006, p.36 apud SENISE).


Why to measure?

- To prove the maturity of function and professionalism of the actors;
- To justify the investment budget and obtain proof of return on
investment;
- To see recognized and valued the work done;
- To optimize the strategy and its communication actions;
- To support decision making and risk assessment.

Listing made by Cristina Panella, referring to the five
responses and Benoit Assaël Adary Volatier about why we
measure.


Measurement: communication goals

Plan Act Measure

Evolution of communication actions.
And what permeates the whole process?

Communication Goals



Precise Clear and well
definition of + defined
terms objectives

The communication goals, taking into account
the targets set in planning, will help establish
what are the goals of measurement. To do so,
however, you must pursue the two guidelines
above.



Raise Call Arouse Provide
Awareness Attention Interest Knowledge

Ensure Create Raise Get
Empathy Desire Expectation Preference

Mantain
Lead to Carry out the Establish
Satisfaction
Decision Action Interaction

Systematization that illustrates well the
Build Loyalty Generate communication goals of the
Spreading organizations in accordance with
psychology and marketing studies. -
YANAZE (2007, p. 330)



If communication is integrated ...

If the communication goals are different ...

Why the measurement process
would be isolated?



Align the Integrate different
definition of methodologies and
terms between + metrics
all involved


How to assess the communication
goals in social media?


Measurement: social media

Reach
The intersections indicate that
these metrics can be used with
different combinations.

Engagement Adequacy

The communication objectives are
linked to performance indicators.
Performance Indicators
appropriate to social
Influence
media



Reach: the degree of visibility, attention and ability to spread.

Eg:
- Number of people viewing an online video
- Potential spread of a game etc..



Adequacy: ithe degree of relevance / proximity between the actions taken (and
their values, proposals and characteristics) and users / spaces impacted.

Eg:
- Type of audience reached;
- Insights gained by the public.



Influece: it is the degree of manifestation of new desires, habits, intentions and
needs.

Eg:
- Expression of willingness to purchase.



Engagement: it is the degree of participation and interaction of the public.

Eg:
- Recommendations to friends;
- Number of comments in a post.


And in practice, how it works?
E na prática?


Practical Measurement

Integration of
Communication Measurement Evaluation Performance
Goals Goals Methods Indicators

Measurement

Evaluation



Definition of
What to Expression
Indicator
measure

Desire Influence
Loyalty
Action Engagement


The following systematization is not fixed or
inflexible. Should be applied to each
context.
Reach Adequacy Influenc e Engagement

Raise Ensure Raise Carry out the
Awareness Empathy Expectation Action

Generate Mantain Arouse Establish
Spreading Satisfaction Interest Interaction

Provide Create Build Loyalty
Knowledge Desire

Call Lead to
Attention Decision

Get
Preference


And the metrics?


Metrics

A metric is a measuring system that quantifies a trend, dynamic, or
characteristic. In virtually all disciplines, practitioners use metrics to
explain phenomena, diagnose causes, share findings, and project the
results of future events..

From Marketing Metrics – The Definitive Guide to Measuring
Marketing Performance.


Metrics

- Metrics are numerous and individually imperfect.
- The selection must be made in a complementary and contextual way.
- Each site has specific characteristics, which consequently results in different metrics.
- The communication objectives will also influence the choices of the metrics within
each site: you must view each social media areas (Reach, Adequacy, Influence and
Engagement).

In the next slides, a systematic exercise of metrics. This
is an initial effort, which must be constantly
reconsidered in view of the context of each client and
the constant changes in social media.


Metrics

Reach Engagement Influence Adequacy
Views Comments Comments with Sentiment Ratio
expressed
desire of
purchase

Followers Share: Twitter, Positive Tags
Facebook and
Google Buzz
Favs

Downloads

Embeds


Métricas

% visitors from Engagement Comments Positive
social media Points with References
expressed
desire of
purchase /
opinion
changed

Average Time


Métricas
Friends New Answers Comments with Sentiment Ratio
expressed
desire of
purchase

Members New Scraps

Testimonials

Fans

Tagged Photos


Métricas

Friends Page Interactions Comments Sentiment Ratio
with
expressed
desire of
purchase
Fans Tagged Photos % Public Target
Fans
Grader Score

Qtd. de Fotos
Taggeadas


Métricas
Total Views Subscribers Comments with Sentiment Ratio
expressed
behavior change

Total Views of Total Number of Likes / Dislikes
Support Videos Support Videos

Favs

Embeds


Métricas

Followers Reply Ratio Comments Sentiment Rario
with
expressed
desire of
purchase
RTs Number of Lists Mentions with
keywords


Métricas


Views Comments Comments with Sentiment Ratio
expressed
behavior change

Favs


And the evaluation?


Evaluation

- Quantitative Data + Qualitative Data;

- Present the analysis with the customer in mind.

Eg. More important than the number of
Twitter followers, is the degree of influence
and dissemination capability that connected
users have..


Evaluation

How to transform and display the data in a way even more useful?

Comparison
Share in
with
Relation to the
Competitores
Industry


Evaluation

Importance of the
visual presentation of
information to facilitate
understanding and of
the intelligence report.


Next Steps


Next steps

- Challenge:

How and what to convert to currency?


References


References

- Mensuração de Retorno de Investimento em Comunicação – Teoria e Prática:
Diego Senise
- Métricas para Mídias Sociais - Slide de Tarcízio Silva
- Flowtown
- Information is beautiful


Renata Cerqueira
www.twitter.com/renatacbc
www.slideshare.net/renatacbc

+ Content:
www.papercliq.com.br
www.papercliq.com.br/blog
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