Put your money where your mouse is: measuring ROI
Transcript of Put your money where your mouse is: measuring ROI
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Put your money
where your mouse is
Chris Reed
Managing Partner, Brew
@chris_reed
www.brewdigital.com
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What’s the ROI of a nice cup of tea?
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The best way to judge the
effectiveness of a social media
campaign
is not simply to judge the
effectiveness of a social media
campaign
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followers, flows, friends, fans,
connections, counts, re-tweets,
comments, diggs, bookmarks,
counts, tags, stumbles, views,
readers, shares, tweets, unique
commenters, pagerank, cpm,
pagerank, sentiment scores.
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followers, flows, friends, fans,
connections, counts, re-
tweets, comments, diggs, book
marks, counts, tags, stumbles,
views, readers, shares, tweets,
unique
commenters, pagerank, cpm, p
agerank, sentiment scores.
Yes, they’re all
measurable.
But so what?
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So how do you compare...
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Evaluation > Measurement
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You want to do what, exactly?
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Who do you want
to get to do
or think what?
And how do you know
when they’ve done it?
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Define the specificsSales increase? Reputation improvement? Customer service speed?
Measure the outputssocial mentions, links, views, engagement, followers and friends
Evaluate the outcomes and
impacts against budgetCPA, tracker research, behaviour change, sales increase
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£300K sales
increase from
trackable
hyperlinks
ROI: 14:1
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Recruited
25,000 users
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Provided exemplary
customer service
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The social media crisis cycle
Someone is offended (by a brand) and tweets it
Other twitterati drive the story.
Bloggers get interested.Brand responds.Or doesn’t
Brand’s response is picked over by social media gurus
Mainstream news expands and propagates story
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Now – what’s this cup of tea worth?
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TITLE TO GO HEREAdditional detailsDate
Put your money
where your mouse is
Chris Reed
Managing Partner, Brew
@chris_reed
www.brewdigital.com