Fact: more than 1 Billion people are using social media. Awareness of Facebook is close to 100%, Twitter is at 80%. Every year the budgets for social media marketing increase.
On the other hand: all of these platforms are still very young. You cannot get a degree in social media expertise—yet. Books about social media are already outdated as soon as they hit the shelves.
So how do we connect these two points of interest? How do we connect investment with measurable results?
During this Cleverwood Friday Session, Stijn Vogels, Social Media Consultant at Cleverwood, will introduce you into measuring the unmeasurable: the ROI of Social Media.
- What you won’t see: how much Euro do I get when I invest X amount of money?
- What you will learn: brand reputation and ambassadorship, customer sentiment and engagement.
16. “Show me the money” A client will always want to see results. “I know half of my advertising works … I just don’t know which half.” #FridaySession 14
20. What do you measure? So I asked the social media community #FridaySession 16
21. What do you measure? There were some vague replies: “I would say that the ROI can be measured by activity in the community, likes, RT's, gained followers and or clickthrough rates.” #FridaySession 17
22. What do you measure? But also more concrete answers: “I provide both soft and hard metrics. - Soft: followers, likes, mentions, influence.- Hard: traffic, click through, sales.” #FridaySession 18
23. What do you measure? First things first: explain to your client the value of social and agree on core metrics Business goal, ex. reduce offline support € Social business goals, ex. # of tweets Key performance indicators, ex. # of calls #FridaySession 19
Changed their default .com homepage to their Facebook pageLater, they changed it to their Twitter accountControversial because if unfiltered messages by fansROI: awareness and engagement
You cannot call if your connection is brokenBut you can contact them per computerAlways ready to answerROI: low cost, fast service, efficiency, positive influence
Created a lot of smiles on people’s facesMade a small difference, created a huge reputation impactROI: positive influence,
May 30th WouterTorfs tweets on his own initiative63 retweets1 week later150 interesting applicationsROI: cost = marginal, compare this to job ad in newspapers or online,received 150 applications, saved money on recruitment
Body wash for men3 months after the height of the campaign, sales were up by 55%Sales increased by 27% year on yearROI: