What's the right question to ask when talking about Social Media ROI? What is the right framework to measure it? Vincenzo Cosenza - Blogmeter social strategist - provides some hints in this presentation.

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SOCIAL MEDIA ROI
Measurement framework
Vincenzo Cosenza
@vincos
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2. What is the ROI of Social Media? 1/3
Ask yourself:
Is this the right question?
1. What’s ROI ?
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3. What is the ROI of Social Media? 2/3
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
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4. What is the ROI of Social Media? 3/3
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?
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5. Most common mistakes
• Every activity must have a
positive ROI
• Short term vision
• Measurement as an
afterthought
• Social Media metrics first
• Forget business goals
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Social Media Metrics
Business Metrics
Business Goals
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6. Start with Business Goals
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7. The right measurement framework
The right framework is useful to link social media metrics with business
metrics and business goals.
Business
Brand Health, Marketing Optimization,
Revenue Generation, Operational
Efficiency, Customer Exp, Innovation
Goals
Revenue Increase, Cost decrease,
Positive reputation, …
Business Metrics
Social media metrics
Mapping &
Profiling
Conversation
Analysis
Engagement
Analysis
Engagement Increase,
Response time decrease,
Positive opinions increase…
Tools & techniques

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

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

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

11. Conversation Analysis – Campaign tracking

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

13. Engagement Analysis - Overview
Competition benchmarking
Performance overview
Fans/Followers profiling
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Best practices
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14. Engagement Analysis – Top Brands (oct ’13)
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15. Engagement Analysis – Top Brands (oct ’13)
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16. Engagement Analysis – Measurement
Framework
Business
Improve Customer Experience,
decreasing operational costs
Goals
Customer Satisfaction increase
Cost decrease
Business Metrics
Social media metrics
Mapping &
Profiling
Conversation
Analysis
Engagement
Analysis
+ Closed tickets via social care
- Response time
Tools & techniques

17. So what?
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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18. Thank you!
Milano | Roma | Torino
marketing@blogmeter.it
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