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Conversation Starters          @anthonybosschem     Social Media Forum:There’s no ROI in social media
Imagine
What do you need?
1.Link strategy to results
2.Make sense out of RT’s & fans
3.Benchmark social to other communication 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
Awareness   AppreciationAdvocacy      Action
Link it
Awareness
Impressions
Newsletter  opens            Post Views          ImpressionsViews              Banner                 Impressions        ...
Appreciation
Engagement
Followers              MentionsFans                     ...           Engagement   Lists              Likes              C...
Action
Leads
Formssubmitted            Coupons             Leads        ...   Hardconversion      Whitepaper                downloads
Advocacy
Referrals
Mentions                      Reviews          Referrals        ... Statusupdates             Inbound               links
If we put all this together
Connect KPI’s to A’s            Awareness Appreciation          Action        Advocacy           Impressions Engagement   ...
Hey, this looks likea balanced scorecard!
Enter cost
Monthly Facebook cost       € 1000 1/4 FTE        € 500 Outsourced        € 250 Hosting Apps  +     € 250 Used tools      ...
Connect cost to KPI’s                 Awareness Appreciation   Action   Advocacy                Impressions Engagement    ...
Connect cost to KPI’s                 Awareness Appreciation      Action        Advocacy                Impressions Engage...
Do this for every channel
Benchmark channels  Awareness    Appreciation   Action       Advocacy
Benchmark channels  Awareness    Appreciation  Advocacy       Action
Benchmark channels  Awareness         Appreciation              ...  Advocacy            Action
40302010 0     Awareness   Appreciation   Action   Advocacy                                   Translate strategy
5037,5 2512,5  0       Awareness   Appreciation    Action   Advocacy                                  Compare with results
Detect responsible channel   Cost per       Cost per  Impression     Engagement   Cost per       Cost per   Referral      ...
Reallocate resources   Cost per       Cost per  Impression     Engagement   Cost per        Cost per   Referral         Lead
3022,5 15 7,5  0       Awareness   Appreciation   Action     Advocacy                                           Evaluate e...
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/...
It’s been done before©Source: http://www.balancedscorecard.org/
And that’s a good thing
Questions?
Tnx!
Bart De Waele     W:  www.talkingheads.be        E:   bartdewaele@talkingheads.be       E: info@talkingheads.be           ...
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There's no ROI in social media

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There's no ROI in social media

  1. 1. Conversation Starters @anthonybosschem Social Media Forum:There’s no ROI in social media
  2. 2. Imagine
  3. 3. What do you need?
  4. 4. 1.Link strategy to results
  5. 5. 2.Make sense out of RT’s & fans
  6. 6. 3.Benchmark social to other communication channels
  7. 7. sneaky 4.Don’t ever have to go through this again.
  8. 8. How will you get there?
  9. 9. Ditch ROI,You have no reliable ‘R’
  10. 10. What do you have?
  11. 11. 1.Cost per channel The ‘I’ in ROI
  12. 12. 2.A shitload of KPI’s per channel
  13. 13. 3.A strict yet flexible buying cycle
  14. 14. Awareness AppreciationAdvocacy Action
  15. 15. Link it
  16. 16. Awareness
  17. 17. Impressions
  18. 18. Newsletter opens Post Views ImpressionsViews Banner Impressions ...
  19. 19. Appreciation
  20. 20. Engagement
  21. 21. Followers MentionsFans ... Engagement Lists Likes CommentsSubscribers
  22. 22. Action
  23. 23. Leads
  24. 24. Formssubmitted Coupons Leads ... Hardconversion Whitepaper downloads
  25. 25. Advocacy
  26. 26. Referrals
  27. 27. Mentions Reviews Referrals ... Statusupdates Inbound links
  28. 28. If we put all this together
  29. 29. Connect KPI’s to A’s Awareness Appreciation Action Advocacy Impressions Engagement Leads Referrals Attributed Fans/ Conversions/ Mentions inFacebook Post views Comments/ Coupon status updates Wall posts downloads Inbound links/ Attributed External Blog Pageviews Comments/ Conversions Reviews Social shares
  30. 30. Hey, this looks likea balanced scorecard!
  31. 31. Enter cost
  32. 32. Monthly Facebook cost € 1000 1/4 FTE € 500 Outsourced € 250 Hosting Apps + € 250 Used tools € 2000
  33. 33. Connect cost to KPI’s Awareness Appreciation Action Advocacy Impressions Engagement Leads Referrals 2000 € 1000 150 10 25Facebook Cost
  34. 34. Connect cost to KPI’s Awareness Appreciation Action Advocacy Impressions Engagement Leads Referrals €6 € 13 € 80 2000 € € 200 Cost per Cost per Cost perFacebook Cost Cost per Lead Impression Engagement Referral
  35. 35. Do this for every channel
  36. 36. Benchmark channels Awareness Appreciation Action Advocacy
  37. 37. Benchmark channels Awareness Appreciation Advocacy Action
  38. 38. Benchmark channels Awareness Appreciation ... Advocacy Action
  39. 39. 40302010 0 Awareness Appreciation Action Advocacy Translate strategy
  40. 40. 5037,5 2512,5 0 Awareness Appreciation Action Advocacy Compare with results
  41. 41. Detect responsible channel Cost per Cost per Impression Engagement Cost per Cost per Referral Lead
  42. 42. Reallocate resources Cost per Cost per Impression Engagement Cost per Cost per Referral Lead
  43. 43. 3022,5 15 7,5 0 Awareness Appreciation Action Advocacy Evaluate effect
  44. 44. This is not new
  45. 45. IAB Framework©Source: http://www.iabuk.net/en/1/iabaunchessocialmediameasurmentframework140710.mxs
  46. 46. Foundation for Measurement Standards©Source: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-061311
  47. 47. It’s been done before©Source: http://www.balancedscorecard.org/
  48. 48. And that’s a good thing
  49. 49. Questions?
  50. 50. Tnx!
  51. 51. Bart De Waele W: www.talkingheads.be E: bartdewaele@talkingheads.be E: info@talkingheads.be T: +32 495 51 36 36 T: +32 9 335 22 71 Sofie Verhalle Bart Debunne E: sofieverhalle@talkingheads.be E: bartdebunne@talkingheads.be T: +32 478 20 84 11 T: +32 486 76 70 26 Anthony Bosschem Joke De NulE: anthonybosschem@talkingheads.be E: jokedenul@talkingheads.be T: +32 485 15 66 13 T: +32 486 41 84 30

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