Brandwatch - GIles Palmer - Bloggers Don't Do Organisational Charts

Generating ROI from
Social Media Engagement
Giles Palmer
CEO, Brandwatch
giles@brandwatch.com
Tel: +44 (0)1273 234 293
©2010 Brandwatch | www.brandwatch.com

What is ROI?
ayback from investment > cost
SSUES:
iming and context of the organisation
easuring the payback
essage: ROI depends on the context
© 2010 Brandwatch | www.brandwatch.com 2

Social media marketing to drive TRAFFIC
-consultancy
isit to econsultancy.com = £0.62
TRATEGY:
ngage online via bbc blogs, specialist forums,
bazaarvoice, answering questions on linkedin, wiki &
yahoo answers

e-consultancy
ost ~ £10k
eturn – traffic @ £0.62 per visit
Direct £11k
Search < £44k
Other benefits

Brandwatch
rticle on Fresh Networks 22nd
April
38 Clicks (5 yesterday)
5 Demos
Customers
£20k Revenue

Social media MONITORING & MARKETING
et objectives
inding the conversations
et benchmarks
nly show users what they need
ive it time

Setting the OBJECTIVES
onitoring vs marketing
ligned the two
ligned with org. structure

Fitting into org. structure
E.On
DEPARTMENTS
PR, Brand & comms, Talent, Retail, Renewables…
WHAT DO THEY WANT TO TRACK?
Brand, plants, competitors, lobby groups, sponsorship,
campaigns

Find the conversations –
Getting the queries RIGHT
Disambiguation – http://en.wikipedia.org/wiki/Comet

(Comet OR "tweety uppy" OR comet.co.uk OR cometparcel OR cometdeals OR
comet.co.uk/football OR comet.co.uk/goal) AND ("Bluffer's guide to gadgets" OR "Bluffers
guide to gadgets" OR "Tweety Uppy" OR "come and play" OR "World Cup" OR "keith allen" OR
"perfect pitch" OR "we live electricals" OR "comet store?" OR "home cinema" OR Hoover?
OR iphone? OR iPod? OR ipad? OR Ironing OR JVC OR Kettle? OR Keyboard? OR Kodak OR
Laptop? OR Laundry OR LCD OR LED OR Lense? OR comet.co.uk OR LG OR Macbook? OR "Memory
Card?" OR Microwave? OR MP3 OR Netbook? OR "local comet" OR Nikon OR Nintendo? OR
Olympus OR Oven? OR Panasonic OR PC OR PDA OR Pentax OR Peripheral? OR Philips OR
Phillips OR Phone? OR Plasma? OR Playstation? OR Printer? OR raw:"B&Q" OR Processor? OR
Projector? OR PSP OR Radio? OR Refrigerator? OR "Remote Control?" OR Samsung OR currys
OR Sanyo OR "Sat Nav?" OR Scart? OR Shaver? OR SLR OR Sony OR Speakers OR Straightener?
OR Television? OR "curry's" OR Toaster? OR Toshiba OR Trimmer? OR "Tumble Dryer?" OR
Vacuum? OR Vaio OR dixons OR Video OR Viera OR Walkman OR "Washer Dryer?" OR "Washing
Machine?" OR Wii OR Xbox OR "comet santa"~2 OR "dixon's" OR cometparcel OR "Discount
code?" OR kesa OR "john lewis" OR kingfisher OR "pc world" OR pcworld OR tesco OR
retailer? OR Installation OR delivery OR "we live electrical" OR Acer OR "Air
Conditioner?" OR Apple? OR appliance? OR Asus OR Audio? OR "We Deal in Your Ideal" OR
Binocular? OR "Blu ray?" OR Bravia OR Cable? OR Camcorder? OR Camera? OR "We Deal in
Ideal" OR Canon OR Casio OR "Coffee Maker?" OR Compaq OR Computer? OR Cooker? OR "branch
of comet" OR Daewoo OR "Data Storage" OR Dehumidifier? OR Dictaphone? OR Digital? OR
Dishwasher? OR "comet electrical" OR DSLR OR DVD? OR Dyson? OR "electrical goods" OR
Epilator? OR "comet group plc" OR freesat OR Freeview OR Freezer? OR Fridge? OR
Haircare? OR Hairdryer? OR "comet store" OR "Hard Drive?" OR "HD ready?" OR HDMI OR
Headphones OR Heater? OR "Hi Fi" OR HiFi OR 3dtv OR "3d tv"~5 OR hp OR "hewlett packard"
OR "packard bell" OR vax OR kesa) -asteroid -haley -halley -hayley -haleys -halleys
-crash -"vomit comet" -ford -"Williams Comet" -"BEA Comet" -"comet run" -"comet strike"
-hayleys -"comet newspaper" -"comet & herald" -"surrey comet" -"captain comet" -"Hale
Bopp" -nasa -"comet strikes" -Havilland -"silver comet" -"Comet Cowboy" -"comet holmes"
-Persius -"Crosley Comet" -"Xda comet" -cometlabs -"comet labs" -"amino acid" -"blue
comet" -Stardust -"Comet Crash" -"golden comet" -fish -goldfish -flyby -"night sky"
-"evening sky" -spaceship -shuttle -Haviland -astrology -"hudson comet" -Mayan -"Comet
Tavern" -Nostradamus -"comet chaser" ……

Editing queries – FALSE EFFECTS

Benchmarking
ebstats
onversion rates
olume of conversation
entiment
ompetitors
ype of conversation

Benchmarks – DIFFERENT INDUSTRIES
1. The most popular brands have an unmanageable number of daily mentions
2. The volumes vary with industry; people only blog etc.. about things they are passionate about
Daily mentions* of
Videogame
s
Electronics
Fashion
Cosmetics
Business
services
Beer
...most popular brands in that industry
17,000 e.g. Halo Reach
12,000 e.g. Ipad
4,000 e.g. Nike
3,000 e.g. Chanel
2,000 e.g. Xerox
e.g. Budweiser400
z 15
3 e.g. Samsung R780
13 e.g. La Redoute
8 e.g. Charles Worthington
1 e.g. Lumigent
e.g. Kronenbourg20
...less popular brands
e.g. Tron: evolution
* Based on average Sept data for 5 popular and less popular brands

Benchmarks – INTERESTING MENTIONS
CiscoHondaE.onPantene
Not interesting
(e.g. passing
mention)
Interesting
to read
Interesting
and worth
acting on
99%
1%
c. 0.1%
65%
2%
33%
79%
20%
1%
24%
52%
24%

Benchmarks – VOLUME

Benchmarks – SENTIMENT

Only show users WHAT THEY NEED
ustom dashboards
ead only dashboards
eports

Getting it right can take TIME
and ITERATIONS

ROI example
For one client, in a 1 month period
Number of posts tracked ~100,000
Filtered to 4,500
Actual engagements < 2%
Number of increased views 25,000
Increase in positive tonality 11%
Decrease in negative tonality 25%
ROI 558%

Our tempting OFFER
THANK YOU for listening
Giles Palmer
giles@brandwatch.com
@joodoo9
20© 2010 Brandwatch | www.brandwatch.com
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Brandwatch - GIles Palmer - Bloggers Don't Do Organisational Charts

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