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