brandwatch - giles palmer - bloggers don't do organisational charts

Generating ROI from Social Media Engagement

Giles PalmerCEO, Brandwatch

giles@brandwatch.com Tel: +44 (0)1273 234 293

©2010 Brandwatch | www.brandwatch.com

What is ROI?

Payback from investment > cost

ISSUES:

•Timing and context of the organisation

•Measuring the payback

•Message: ROI depends on the context

© 2010 Brandwatch | www.brandwatch.com 2

Social media marketing to drive TRAFFIC

E-consultancy

visit to econsultancy.com = £0.62

STRATEGY:

1.Engage online via bbc blogs, specialist forums, bazaarvoice, answering questions on linkedin, wiki & yahoo answers

2.Promote site content via youtube, twitter, facebook, veoh, digg, del.icio.us

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e-consultancy

Cost ~ £10k

Return – traffic @ £0.62 per visit

Direct £11k

Search < £44k

+ Other benefits

CONCLUSION: worth it but quite a lot of work

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Brandwatch

Article on Fresh Networks 22nd April

438 Clicks (5 yesterday)

15 Demos

4 Customers

> £20k Revenue

+ Search benefit

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Social media MONITORING & MARKETING

1.Set objectives

2.Finding the conversations

3.Set benchmarks

4.Only show users what they need

5.Give it time

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Setting the OBJECTIVES

Monitoring vs marketing

Aligned the two

Aligned with org. structure

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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

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Find the conversations – Getting the queries RIGHT

Disambiguation – http://en.wikipedia.org/wiki/Comet

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(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

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Benchmarking

1.Webstats

2.Conversion rates

3.Volume of conversation

4.Sentiment

5.Competitors

6.Type of conversation

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Benchmarks – DIFFERENT INDUSTRIES

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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

Videogames

Electronics

Fashion

Cosmetics

Business servicesBeer

...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

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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

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Benchmarks – SENTIMENT

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Only show users WHAT THEY NEED

•Custom dashboards

•Read only dashboards

•Reports

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Getting it right can take TIME and ITERATIONS

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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 listeningGiles Palmergiles@brandwatch.com @joodoo9

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