1. © Blogmeter 2013 I www.blogmeter.it 1 SOCIAL MEDIA ROI Measurement framework Vincenzo Cosenza @vincos www.blogmeter.it

2. © Blogmeter 2013 I www.blogmeter.it What is the ROI of Social Media? 1/3 2 Ask yourself: Is this the right question? 1.What’s ROI ?

3. © Blogmeter 2013 I www.blogmeter.it What is the ROI of Social Media? 2/3 3 Ask yourself: Is this the right question? 2.What’s Social Media ? Social media are web based services that enable «socialization» of messages delivering and transformation

4. © Blogmeter 2013 I www.blogmeter.it What is the ROI of Social Media? 3/3 4 The right questions: What is the R.O.I. of [insert a specific social media activity] in [insert a specific time frame]? i.e. What is the ROI of shifting 10% of our customer service resources from a traditional call center to Facebook/Twitter in Q4 2013?

5. © Blogmeter 2013 I www.blogmeter.it Most common mistakes 5 Every activity must have a positive ROI Short term vision Measurement as an afterthought Social Media metrics first Forget business goals Social Media Metrics Business Metrics Business Goals

6. © Blogmeter 2013 I www.blogmeter.it Start with Business Goals 6

7. Business Goals Business Metrics Social media metrics Brand Health, Marketing Optimization, Revenue Generation, Operational Efficiency, Customer Exp, Innovation Revenue Increase, Cost decrease, Positive reputation, … Engagement Increase, Response time decrease, Positive opinions increase… Mapping & Profiling Conversation Analysis Engagement Analysis The right framework is useful to link social media metrics with business metrics and business goals. Tools & techniques The right measurement framework

8. Understand relationships around topics. Visualize hubs & bridges Mapping & Profiling

9. Mapping & Profiling – Measurement Framework Business Goals Business Metrics Social media metrics Brand Health Positive exposure thanks to influencers engagement + engagement + positive feedback Mapping & Profiling Conversation Analysis Engagement Analysis Tools & techniques

10. Monitoring brand health against competition Measuring campaigns Understand conversations around topics Conversation Analysis

11. Conversation Analysis – Campaign tracking

12. Conversation Analysis – Measurement Framework Business Goals Business Metrics Social media metrics Revenue Generation Revenue increase thanks to a Social Media campaign + positive engagement + conversion rate Mapping & Profiling Conversation Analysis Engagement Analysis Tools & techniques

13. © Blogmeter 2013 I www.blogmeter.it Engagement Analysis - Overview 13 Performance overview Fans/Followers profilingBest practices Competition benchmarking

14. © Blogmeter 2013 I www.blogmeter.it Engagement Analysis – Italian Top Brands 14

15. © Blogmeter 2013 I www.blogmeter.it Engagement Analysis – Italian Top Brands 15

16. Engagement Analysis – Measurement Framework Business Goals Business Metrics Social media metrics Improve Customer Experience, decreasing operational costs Customer Satisfaction increase Cost decrease + Closed tickets via social care - Response time Mapping & Profiling Conversation Analysis Engagement Analysis Tools & techniques

17. © Blogmeter 2013 I www.blogmeter.it So what? 17 Not everything that count can be financially measured But without measuring your (social) activities you’re lost. In the Society of Data we need to develop a 6th sense the ability to analyze links between (big) data to improve business

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