Date post: | 17-Oct-2014 |
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Social Media |
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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
Marketing and digital communications agency
for mountain destinations and action sports brands in Europe and North America
@SWiTCHAgency
+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
« 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
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...
TRUTH #2 : ENGAGEMENT, ENGAGEMENT, ENGAGEMENT
What is the point of having
A MILLION OF FANS If they are not proactive?
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
To have the best engagement rate you must
TARGET YOUR ACTIONS and
TRACK THE RESULTS!
TRUTH #3 : TARGETING & TRACKING
How to get more social engagement? #1
How to get more social engagement? #2
FOCUS: HOW TO TARGET & TRACK?
Source : Social Intelligence Rapport – Adobe – 2013
STUDY RESULTS: TARGETING & TRACKING
CASE STUDY #3
TRUTH #4 : QUALITY vs QUANTITY
Source : Emmanuel Vivier
Google Analytics Tweetreach
TRUTH #5 : CHOOSE THE RIGHT TOOLS!
Crowdbooster
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)
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!
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
HOW TO PRODUCE ORIGINAL AND GENUINE BRAND CONTENT?
Source : Social Intelligence Rapport – Adobe – Q3 2013
HOW TO OPTIMIZE YOUR POST AND YOUR ENGAGEMENT RATE? #1
Source : Social Intelligence Rapport – Adobe – Q3 2013
HOW TO OPTIMIZE YOUR POST AND YOUR ENGAGEMENT RATE? #2
TRUTH #9 : MAKE IT REAL!
Mix real life and virtual life…
…in a fun way!
Need for meaning Trend: " gamification "
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
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
« 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
« Saying hello doesn’t have an ROI. It’s about building relationships »
Gary Vaynerchuck, founder of Wine Library TV
CONCLUSION
Tel. + 33 (0) 450 275 349 Cell. + 33 (0) 675 705 859 [email protected]
www.switchconsulting.fr
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