Webinar Achterhoek Business School - De ROI van on & offline media
De ROI van social media?
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Transcript of De ROI van social media?
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ROI van social media? Kunnen we het niet meten of willen we
het niet weten?
Ronald van der Aart | De Dagen Utrecht | 24 april 2012
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Gary Vaynerchuck WineLibrary.tv
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David M. Scott Auteur ‘Real-time Marketing & PR’
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“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”
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Internetgebruik in Nederland Forrester (Q2, 2010) via Upstream
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ROI?
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Doelstellingen Business case
ROI?
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S.M.A.R.T.
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Ondernemingsdoelstellingen
Afdelingsdoelstellingen
Social media doelstellingen
Social media metrics
Ret
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Social Media Score Card
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Social media doelstellingen Jeremiah Owyang (2010)
Dialogue Advocacy
Support Innovation
internal external
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ROI?
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ROI = opbrengst – kosten x 100 kosten
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‘return’ ‘investment’
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‘Investment’
• Online news room. • Uren.
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‘Return’
Views. Shares.
Traffic website. Leads. Sale.
Reputatie.
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KLM Surprise Najaar 2010
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‘Investment’
• Mensen. • Technology. • Cadeaus. • Implementatie. • Promotie. • Consultants.
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‘Return’
Impressies. Customer loyalty.
Goodwill. Reputatie. Ticket sales?
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Vodafone SmartPhone Crew webcare | maart 2012
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‘Investment’
• Mensen. • Technology. • Implementatie. • Promotie. • Bureau.
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‘Return’
Call deflection. Minder ‘cases’.
Retentie (‘double failure’). Customer loyalty.
NPS. Sales?
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Webcare in Nederland quickscan | april 2012
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‘Investment’
• Mensen. • Technology. • Implementatie. • Promotie. • Bureau.
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‘Return’
Selectie nieuw bier. Nieuwe naam.
Gratis figuranten. Actieve community.
Customer loyalty. NPS.
Merkreputatie.
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Share-of-voice2
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ROI Social Media Pyramid Altimeter (2010)
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Step-by-step. Verken. Onderzoek. Verzamel.
Business cases. Meet. Bereken. Bewijs.
Return-on-ignoring.
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“Not everything that can be counted counts. And not everything that counts can be counted”
via Albert Einstein
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Meer informatie E [email protected] I repmen.com L linkedin.com/in/rvdaart T twitter.com/amazingpr F facebook.com/repmen
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