the science of social
DESCRIPTION
'How to Analyse & Optimise Campaigns to Increase ROI.' Presented at 'The Science of Social' webinar on May 9th 2012 by Matt Rhodes - Fresh Networks.TRANSCRIPT
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The science of social
Matt Rhodes, Strategy Director
9 May 2012
@mattrhodes
How to analyse and optimise your campaigns
to increase ROI
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A problem with social media ROI is people just
don’t know where to start
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Measure different things for different reasons
Need to establish
metrics and targets
at three different
levels Business Executives Business Metrics
Revenue, Reputation, NPS
Business Stakeholders Engagement data
Share of Voice, Resonation, WOM, Support Response,
Insights Intake
Community managers and Agencies
Social Media Analytics Clicks, Fans, Followers, RTs,
Views, Check-Ins
• Model business benefit
• Tie into existing measures
• Understand success for
each activity
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The ROI Case: Business Metrics
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Facebook is the 2nd
biggest driver of traffic
to the ecommerce store.
Higher basket value.
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A new route to continuous
engagement with a
hard-to-reach audience.
DesignSpark is at the centre
of a shareprice upgrade to
the RS Components business.
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The day-to-day: Engagement Metrics
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Mobilising teams across Europe.
Creating common purpose,
brand and measurement
frameworks
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A year’s worth
of Facebook
interactions in 4 days
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