social media ROI资料.ppt

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * So I guess Social Media is going to stick around a little while longer after all, isn’t it? Yessir. Looks like our budget is safe for now. Drinks for Everybody! Olivier Blanchard Principal, BrandBuilder Marketing 864.630.7398 @thebrandbuilder (on Twitter) Slideography Slide # Source 3, 9, 10, 11, 18-31, 37, 38, 48, 52, 56, 59-65 4 6 UFO (TV series) / /stories/2008/06/18/2282/this_doesnt_compute_as_more_women_enter_scientific_fields_their_numbers_in_computer_science_are_declining Kim Jong Il puppet, from “Team America” /bridget/kimjongil.jpg * * * * * * * * * * * * * * * * * * * * * * * * * * * * Things happen in sequence. Non-financial impact is not ROI (yet). Types of non-financial impact Website Visitors Click-throughs Visitors to a brick mortar store Positive press Positive WOM Negative press Negative WOM Customer complaints Employment applications Retweets FaceBook friends Blog comments Social mention YouTube views Twitter followers Impressions Delivered emails Coupons distributed Non-financial impact = potential. ROI = actualized potential. Reason #1: COST REDUCTION Reason #2: REVENUE GENERATION Remember what Mr. Bossman said… I need proof that what we’re doing is actually working. Start with proof of concept. Step 1: Establish a baseline 8% YoY Growth Baselines illustrate deltas (changes) Is something happening here? Step 2: Create Activity Timelines Step 2: Create Activity Timelines Step 2: Create Activity Timelines Step 3: Look at Sales Revenue Step 3: Also look at # of transactions Step 3: Also measure net new customers Transaction data should be specific F.R.Y. FREQUENCY, REACH, YIELD How often customers transact. (transactions per month) How many customers you are reaching. (net new customers) How much they spend. ($ per transaction) The latest numbers indicate that our YoY sales $ are up 60%. Our individual transactions have doubled, as have o