SOCIAL ROI#prosite

@b_connected#prosite

People tweet about … euh … everything

Ronny Weltens@b_connected

We work for clients like

It’s not about you!

Ikea selling sofa’s

Create Acts not AdsLeo Burnett

BIRELL – The manliest man

Create Acts not AdsLeo Burnett

Create Acts not AdsLeo Burnett

Heineken – The invite

Stuff worth sharing

Stussy – Strip for likes

Stuff worth sharingcreate a WOOW-effect

MOO online print service

Stuff worth sharing

KLM Surprise

Why should you care?

But, customers want something in return

There’s no such thing as a free lunch!

Social media=

investment

€ -> ROI

ROI =

GAIN FROM INVESTMENT – COST OF INVESTMENTCOST OF INVESTMENT

The rules1. ROI is a business metric, not

media metric2. The values used in the equation

are nonvariable3. Every resource you assign has a

value4. ROI can only be calculated after

the investment has yield a return

IF YOUR EQUATION SHOWS A COST VALUE IN EUROSAND A GAIN VALUE EXPRESSED IN FACEBOOK LIKES,YOU’RE IN TROUBLE!

Things happen in a sequence

Investment Action Reaction Nonfinancial impact

Financial impact

€€€€€€

ROI doesn’t live here

Social media activity has to positively impact customer behaviour and drive revenue to deliver ROI

Investment Action Reaction Nonfinancial impact

Financial impact

Things happen in a sequence

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ROI = 400%

Hey Einstein,and Facebook fans…?

OK, you asked for it!Can you figure this out?

Connecting the dots…

1. Establish a baseline

2. Create activity timeline

3. Monitor impact on mentions

You still with me?

4. Measure transactional forerunners

5. Check transactional data

6. Overlay all data

7. Look for patterns &prove/disprove patterns

How was this group touched by SM

Formula to succes

Define the objectives FIRSTTHEN come up with the tactics

What are you trying to accomplish?

KPI’sKey Performance Indicators

Allow you to measure a campaign’s performancewhile it is still running

But that’s for next year ;-)

THANK YOU!Follow me @b_connected