17 Social Media ROIMake all your effort count

Background

Social Media is new emerging media, with interactive andconnecting characteristic. Many brands already use socialmedia is a new touch poin for customer.

They are ready to invest more to optimize their socialmedia asset. And like other investment, the next big thingis ROI (Return of Investment)

Objective

To set the metrics for social media campaign

To make understandable and achieveable goals for Brand and Agency

Make sure every efforts can be monitor, analyze and improve

Everything should comparable with competitor and industry

Social Media Metrics

Reach

Reach is the maximum number of audience is exposed to our message.

Example calculation:@ XYZ tweeted a message to its 1000 followers .The message got retweeted in 2 times by @ ABC (1700 followers) and @ DEF (followers 500).

Then the reach of that message is: 1000 + 1700 + 500 = 3200

Engagement

Engagement is the amount obtained by the interaction of a message. On Twitter, this interaction may be a reply, retweet, click to link, favorite. On Facebook, the interaction can be like and comment.

Example calculation:@ XYZ tweeted a message to 1000 followers.That message got replied 3 times and 30 times retweeted.

So the engagement is 3 + 30 = 33

Share of Voice

SoV shows the number of mentions of a brand in social media mentions compared to the total industry (brand and competitors)

Brand Negative Neutral Positive Total

Earned Media Share

# brand mention / # total industrymention

Brand A 4906 13705 7125 25736 29,32%

Brand B 3752 10342 5119 19213 21,89%

Brand C 4783 10535 4454 19772 22,53%

Brand D 1047 4822 1449 7318 8,34%

Brand E 4584 7243 3905 15732 17,92%

Grand Total 19072 46647 22052 87771 100,00%

Share of Netizen

Brand Unique User

Share of netizen

# brand unique user / # industry unique user

Brand A 13705 29,38%

Brand B 10342 22,17%

Brand C 10535 22,58%

Brand D 4822 10,34%

Brand E 7243 15,53%

SoN displays the number of unique users who have mentioned the brand in social media as compared with the total unique user industry (brand and competitors)

Share of Media

Brand Forum TwitterFaceboo

k

Share of Forum Share of Twitter Share of Facebook

# brand mention / # total industry

mention

# brand mention / # total industry

mention

# brand mention / # total industry

mention

Brand A 4906 13705 7125 25,72% 29,37% 32,31%

Brand B 3752 10342 5119 19,67% 22,16% 23,21%

Brand C 4783 10535 4454 25,08% 22,57% 20,20%

Brand D 1047 4822 1449 5,49% 10,33% 6,57%

Brand E 4584 7243 3905 24,03% 15,52% 17,71%

Share of Media is similar to Share of Voice, the distribution is calculated based only on the media. Mapping the brand based on a number of social media conversation.

Media Distribution

Displays the distribution of media used by the user when the conversation about the brand and the industry.

The output obtained is spread in accordance with the distribution of social media conversations. Assist decision making in the conduct media planning .

Media Negative Neutral Positive TotalMedia Distribution

# media - # all media

Twitter 4906 13705 7125 25736 29,32%

Facebook 3752 10342 5119 19213 21,89%

Forum 4783 10535 4454 19772 22,53%

Youtube 1047 4822 1449 7318 8,34%

Online News 4584 7243 3905 15732 17,92%

Share Of Category

Brand ATMCredit Card

Saving

Share of ATM Share of Credit Card Share of Saving

# brand mention / # total industry

mention

# brand mention / # total industry

mention

# brand mention / # total industry

mention

Brand A 4906 13705 7125 25,72% 29,37% 32,31%

Brand B 3752 10342 5119 19,67% 22,16% 23,21%

Brand C 4783 10535 4454 25,08% 22,57% 20,20%

Brand D 1047 4822 1449 5,49% 10,33% 6,57%

Brand E 4584 7243 3905 24,03% 15,52% 17,71%

Share of Category is similar to Share of Voice, only calculated based on the distribution in a category. For example in the banking industry, monitoring can be divided based on deposits, loans, ATM card, credit cards, etc.

Brand can find the strength and weaknesses of competitors in social media in detail.

Share Of Influencer

Measure influencers who are aware of the brand compared to the total industry influencers. Influencer is a person who has the authority as well as influential and trusted by their environment to talk about the brand and our industry.

The more influencers are talking positively about a brand, the better the public's perception of the brand.

Brand Influencer

Share of Influencer

# brand influencer / # industry influencer

Brand A 1370 29,38%

Brand B 1034 22,17%

Brand C 1053 22,58%

Brand D 482 10,34%

Brand E 724 15,53%

Share Of Sentiment

Measure the percentage of positive sentiment, neutral and negative of a brand. Sentiment can be shared by the media and categories.

Brand can compare its sentiment with the industry average sentiment

Brand Negative Neutral Positive

Brand A 4906 13705 7125Brand B 3752 10342 5119Brand C 4783 10535 4454Brand D 1047 4822 1449Brand E 4584 7243 3905

Net Sentiment

Net Sentiment (NS) is the net value of sentiment: the opinions and feelings of consumers expressed in social media, to a brand in the world of social media. There are 2 (two) way of calculating Net Sentiment (NS), namely:

• NS 1 = Total positive mention + Total neutral mention - Total negative mention

• NS 2 = Total positive mention - Total negative mention

Brand Negative Neutral PositiveNS1 NS2

# positive + # netral - % negative

# positive - # negative

Brand A 4906 13705 7125 15.294 2219Brand B 3752 10342 5119 11.709 1367Brand C 4783 10535 4454 10.206 -329Brand D 1047 4822 1449 5.224 402Brand E 4584 7243 3905 6564 -679

Sentiment Index

Is the index scoring sentiment of a brand compared with industry sentiment. Sentiment Index only calculated the positive and negative sentiment.

With the Sentiment Index, a brand can directly find out the public perceptions in social media in comparison with competitors and industry.

Brand Negative Neutral Positive

Sentiment Index

# positive brand/# positive industry - # negative brand/# negative

industry

Brand A 4906 13705 7125 0,06Brand B 3752 10342 5119 0,03Brand C 4783 10535 4454 -0,05Brand D 1047 4822 1449 0,01Brand E 4584 7243 3905 -0,06

Social Influence Marketing (SIM) is an index that measures the effect of a brand in social media. The formula of Social Influence Marketing (SIM) is as follows:

SIM SCORE = (% Total positive mention of the brand /% Total mention of the category) + (% of Total neutral mention of the brand /% Total mention of the category) - (% Total negative mention of brand /% Total mention of category)

Brand Negative Neutral Positive Total

RazorFish's SIM Score

Brand's Net Sentiment / Category's Net Sentiment

Brand A 4906 13705 7125 25736 32,09%Brand B 3752 10342 5119 19213 23,59%Brand C 4783 10535 4454 19772 20,57%Brand D 1047 4822 1449 7318 10,53%Brand E 4584 7243 3905 15732 13,23%

Social Influence Measurement Score

Net Brand Reputation

Net Brand Reputation (NBR) is the net value of the brand's reputation in the number of social media. This value is approximately equal to the Net Promoter Score (NPS). Calculation of Net Brand Reputation (NBR) is as follows:

NBR =% total positive mention -% Total negative mentionCalculation of Net Brand Reputation (NBR) aims to simplify the method of measurement of consumer loyalty to a brand. With this index, we can focus on raising a positive mention (called a "promoter") and reduce the negative mentions (called "detractors")

Brand Negative Neutral Positive TotalNet Brand Reputation

% positive - % negative

Brand A 4906 13705 7125 25736 18,44%Brand B 3752 10342 5119 19213 15,41%Brand C 4783 10535 4454 19772 -3,56%Brand D 1047 4822 1449 7318 16,11%Brand E 4584 7243 3905 15732 -8,00%Grand Total 19072 46647 22052 87771 7,25%

Brand Favourable Talkability

Brand Talkable Favourability (BTF) is a measurement of the conversation of a brand that is considered positive, neutral and negative. The difference between Brand Talkable Favourability (BTF) and Net Brand Reputation (NBR) is that the neutral is considered a good mention, because it involved talking about the brand. The formula of Brand Talkable Favourability (BTF) is as follows:

BTF = (% total positive mention +% of Total neutral mention) -% Total negative mention

Brand Negative Neutral Positive TotalBrand Favourable Talkability

% positive + % neutral - % negative

Brand A 4906 13705 7125 25736 61,87%Brand B 3752 10342 5119 19213 60,94%Brand C 4783 10535 4454 19772 51,62%Brand D 1047 4822 1449 7318 71,39%Brand E 4584 7243 3905 15732 41,72%Grand Total 19072 46647 22052 87771 56,54%

Earned Media Shared By Sentiment

Earned Media Share of Voice by Sentiment (EMSS) concept is the same as Brand Talkable Favourability (BTF), but measured in the context of a product category. Thus, the denominator is not limited to one brand only conversation, but conversation of all existing brands in that product category. The formula of Earned Media Share of Voice by Sentiment (EMSS) is as follows:

EMSS = (% total positive mention of the brand /% total positive mention of the category) = (% of Total neutral mention of the brand /% of Total neutral mention of the category) - (% Total negative mention of brand /% Total negative mention of category)

Brand Negative Neutral Positive Total

Earned Media Share by Sentiment

% total positive mentions in the category + % total neutral mentions in the category - % total

negative mentions in the category

Brand A 4906 13705 7125 25736 35,97%

Brand B 3752 10342 5119 19213 25,71%

Brand C 4783 10535 4454 19772 17,70%

Brand D 1047 4822 1449 7318 11,42%

Brand E 4584 7243 3905 15732 9,20%

Complaint Visibility

The number of complaint which can be solved compared to the total number of complaint.

This value can also be compared with the competitors and the industry, so the brand can find the index of quality social media customer service to industry

BrandResponse Complaint

Total Complaint

Complaint Visibility

# response complaint / # total complaint

Brand A 13705 25736 53,25%

Brand B 10342 19213 53,83%

Brand C 10535 19772 53,28%

Brand D 4822 7318 65,89%

Brand E 7243 15732 46,04%

Response Time

Average time taken by the brand to respond to the mention of the user.

This value can also be compared with the competitors and the industry, so the brand can find the index of quality social media customer service to industry.

BrandResponse Complaint

Total

< 2 Hours 2-4 Hours > 4 Hours

% positive - % negative% positive + % neutral -

% negative# brand mention / # total

category mention

Brand A 13705 25736 18,44% 61,87% 19,69%

Brand B 10342 19213 15,41% 60,94% 23,65%

Brand C 10535 19772 3,56% 51,62% 44,82%

Brand D 4822 7318 16,11% 71,39% 12,5%

Brand E 7243 15732 8,00% 41,72% 50,28%