social media r.o.i : how to measure it to drive your strategy?
Post on 17-Oct-2014
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DESCRIPTION
Learn how to evaluate your return on investment on social media, the most useful tools to monitor your actions and how to drive your strategy online to develop your business whether you are a big brand or a small retailer. Presentation at ISPO Snow Ice & Rock Summit 2014 (January 28th, 2014)TRANSCRIPT
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Social Media ROI : How to measure it to drive your strategy?
ISPO Snow Ice & Rock Summit January 28th, 2014 – München, Germany
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Marketing and digital communications agency
for mountain destinations and action sports brands in Europe and North America
@SWiTCHAgency
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+1.5 MILLION VIEWS
Public humiliation è A change of priorities in the communication strategy
for Comcast.
Now: LEADER OF THE
CUSTOMER SERVICE ON TWITTER
CASE STUDY #1
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« We don’t have a choice in whether we
do social media, the question is
HOW well we do it »
Erik Qualman (Author of Socialnomics)
R.O.I vs R.O.N.I
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TRUTH #1 : NO DIRECT EFFECT!
What is at stake? § Brand awareness and exposure § Engaged and loyal community § Improvement of SEO and traffic to
your website § Reputation improvement over the
long term And, as a result, sales boost...
Social media has NO DIRECT EFFECT on sales, but it can help...
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TRUTH #2 : ENGAGEMENT, ENGAGEMENT, ENGAGEMENT
What is the point of having
A MILLION OF FANS If they are not proactive?
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Source : FanPage Karma, Nov. 2013
HOW MANY FANS ON FACEBOOK: Megève = Chamonix x 4
ENGAGED FANS: Megève x 8 = Chamonix
ENGAGEMENT RATE: Megève (0,5%) < Chamonix (19,6%)
CASE STUDY #2
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To have the best engagement rate you must
TARGET YOUR ACTIONS and
TRACK THE RESULTS!
TRUTH #3 : TARGETING & TRACKING
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How to get more social engagement? #1
How to get more social engagement? #2
FOCUS: HOW TO TARGET & TRACK?
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Source : Social Intelligence Rapport – Adobe – 2013
STUDY RESULTS: TARGETING & TRACKING
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CASE STUDY #3
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TRUTH #4 : QUALITY vs QUANTITY
Source : Emmanuel Vivier
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Google Analytics Tweetreach
TRUTH #5 : CHOOSE THE RIGHT TOOLS!
Crowdbooster
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TRUTH #6 : ADOPT THE RIGHT METRICS!
« Social media is about PEOPLE!
Not about your business.
Provide for the people and the people will provide for you. »
Matt Goulart (Founder of Webstarcontent.com)
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The metrics in correlation with consumer cycle…
1. ACQUISITION
2. ENGAGEMENT
3. RETENTION
4. RECOMMENDATION
5. INCOME – Final Stage where the user becomes profitable
Source : Emmanuel Vivier
website or social media brand page visit, bounce rate, etc.
First visit satisfaction, "like", subscription to a newsletter, etc.
Regular visits to a website, subscription to RSS feed, etc.
To at least one friend
TRUTH #7 : ADAPT YOUR METRICS!
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TRUTH #8 : BRAND CONTENT IS KING!
How to optimize your ROI and boost your consumer cycle: WITH A RELEVANT COMMUNITY MANAGEMENT
1. Storytelling
3. Call-To-Action
2. High value-added content
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HOW TO PRODUCE ORIGINAL AND GENUINE BRAND CONTENT?
Source : Social Intelligence Rapport – Adobe – Q3 2013
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HOW TO OPTIMIZE YOUR POST AND YOUR ENGAGEMENT RATE? #1
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Source : Social Intelligence Rapport – Adobe – Q3 2013
HOW TO OPTIMIZE YOUR POST AND YOUR ENGAGEMENT RATE? #2
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TRUTH #9 : MAKE IT REAL!
Mix real life and virtual life…
…in a fun way!
Need for meaning Trend: " gamification "
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CASE STUDY #4
MAMMUT 150th Anniversary
+129K Fans on Facebook
10 755 Followers on Twitter
+220 Videos on Mammut’s YouTube Channel
+1M Views on YouTube
#1 Longest event ever achieved in the outdoor industy
Source : https://www.facebook.com/Mammut, 2012
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CONCLUSION
Measure what you know:
§ Yes, calculate how much
your Facebook / Twitter/etc. community management costs you (time, cost of tools, etc.);
§ Yes, calculate your R.O.A.S*
And OPTIMIZE!
« YES »
*R.O.A.S. = Return On Advertising Spending
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« NO »
THE R.O.I IS DEAD, LONG LIVE TO THE
R.O.E!
§ No, there is no magic formula for calculating Social Media R.O.I;
§ No, you should not expect a return on investment. (Sorry… L)
CONCLUSION
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« Saying hello doesn’t have an ROI. It’s about building relationships »
Gary Vaynerchuck, founder of Wine Library TV
CONCLUSION
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