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Measuring Social Media ROI_2013

Date post: 27-Aug-2014
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What's the right question to ask when talking about Social Media ROI? What is the right framework to measure it? Vincenzo Cosenza - Blogmeter social strategist - provides some hints in this presentation.
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© Blogmeter 2013 I www.blogmeter.it 1 SOCIAL MEDIA ROI Measurement framework Vincenzo Cosenza @vincos www.blogmeter.it
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Page 1: Measuring Social Media ROI_2013

© Blogmeter 2013 I www.blogmeter.it 1

SOCIAL MEDIA ROI

Measurement framework

Vincenzo Cosenza

@vincos

www.blogmeter.it

Page 2: Measuring Social Media ROI_2013

© Blogmeter 2013 I www.blogmeter.it

What is the ROI of Social Media? 1/3

2

Ask yourself:

Is this the right question?

1. What’s ROI ?

Page 3: Measuring Social Media ROI_2013

© Blogmeter 2013 I www.blogmeter.it

What is the ROI of Social Media? 2/3

3

Ask yourself:

Is this the right question?

2. What’s Social Media ?

Social media are web based services that

enable «socialization» of messages delivering

and transformation

Page 4: Measuring Social Media ROI_2013

© Blogmeter 2013 I www.blogmeter.it

What is the ROI of Social Media? 3/3

4

The right questions:

What is the R.O.I. of [insert a

specific social media activity] in

[insert a specific time frame]?

i.e. What is the ROI of shifting 10% of our

customer service resources from a traditional

call center to Facebook/Twitter in Q4 2013?

Page 5: Measuring Social Media ROI_2013

© Blogmeter 2013 I www.blogmeter.it

Most common mistakes

5

• Every activity must have a

positive ROI

• Short term vision

• Measurement as an

afterthought

• Social Media metrics first

• Forget business goals

Social Media Metrics

Business Metrics

Business Goals

Page 6: Measuring Social Media ROI_2013

© Blogmeter 2013 I www.blogmeter.it

Start with Business Goals

6

Page 7: Measuring Social Media ROI_2013

Business

Goals

Business Metrics

Social media metrics

Brand Health, Marketing Optimization,

Revenue Generation, Operational

Efficiency, Customer Exp, Innovation

Revenue Increase, Cost decrease,

Positive reputation, …

Engagement Increase,

Response time decrease,

Positive opinions increase…

Mapping & Profiling

Conversation Analysis

Engagement Analysis

The right framework is useful to link social media metrics with business

metrics and business goals.

Tools & techniques

The right measurement framework

Page 8: Measuring Social Media ROI_2013

• Understand relationships around topics.

• Visualize hubs & bridges

Mapping & Profiling

Page 9: Measuring Social Media ROI_2013

Mapping & Profiling – Measurement

Framework

Business

Goals

Business Metrics

Social media metrics

Brand Health

Positive exposure thanks to

influencers engagement

+ engagement

+ positive feedback

Mapping & Profiling

Conversation Analysis

Engagement Analysis

Tools & techniques

Page 10: Measuring Social Media ROI_2013

• Monitoring brand health against competition

• Measuring campaigns

• Understand conversations around topics

Conversation Analysis

Page 11: Measuring Social Media ROI_2013

Conversation Analysis – Campaign tracking

Page 12: Measuring Social Media ROI_2013

Conversation Analysis – Measurement

Framework

Business

Goals

Business Metrics

Social media metrics

Revenue Generation

Revenue increase thanks to a Social

Media campaign

+ positive engagement

+ conversion rate

Mapping & Profiling

Conversation Analysis

Engagement Analysis

Tools & techniques

Page 13: Measuring Social Media ROI_2013

© Blogmeter 2013 I www.blogmeter.it

Engagement Analysis - Overview

13

Performance overview

Fans/Followers profiling Best practices

Competition benchmarking

Page 14: Measuring Social Media ROI_2013

© Blogmeter 2013 I www.blogmeter.it

Engagement Analysis – Top Brands (oct ’13)

14

Page 15: Measuring Social Media ROI_2013

© Blogmeter 2013 I www.blogmeter.it

Engagement Analysis – Top Brands (oct ’13)

15

Page 16: Measuring Social Media ROI_2013

Engagement Analysis – Measurement

Framework

Business

Goals

Business Metrics

Social media metrics

Improve Customer Experience,

decreasing operational costs

Customer Satisfaction increase

Cost decrease

+ Closed tickets via social care

- Response time

Mapping & Profiling

Conversation Analysis

Engagement Analysis

Tools & techniques

Page 17: Measuring Social Media ROI_2013

© Blogmeter 2013 I www.blogmeter.it

So what?

17

Not everything that count can be financially measured

But without measuring your (social) activities you’re lost.

In the Society of Data we need to develop a 6th sense

the ability to analyze links between (big) data to improve business

Page 18: Measuring Social Media ROI_2013

Milano | Roma | Torino

[email protected]

www.blogmeter.it

www.twitter.com/blogmeter

www.facebook.com/Blogmeter

www.slideshare.net/Blogmeter

Thank you!


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