Measuring Return on Social Investment

Presentation at Measurement.ie conference at NCIRL, Dublin 15th February 2012.

Transcript

1. Return on Social Investment Dena Walker Digital Strategist at Irish International
2. “Half the money I spend on advertising is wasted. Trouble is, I don’t know which half” John Wanamaker Source: http://en.wikipedia.org/wiki/John_Wanamaker
3. Source: An Untrained Eye on Flickr
5. What even is that?! Source: Earthworm Jim on Flickr
8. “Once in front of a screen, be it a desktop, laptop, or increasingly a handheld device, we ‘log in’ - not into a system, but into a community”
9. “Once in front of a screen, be it a desktop, laptop, or increasingly a handheld device, we ‘log in’ - not into a system, but into a community” War 2.0, Irregular Warfare in the Information Age by Thomas Rid and Marc Hecker
10. Ok, I get it. So what the hell should I be measuring?
11. Whoa there! You don’t get away THAT easily...
12. Source: noqontrol on Flickr
14. Source: frscspd on Flickr
16. S Word of mouth equity = volume x impact
19. Investment in culture
20. Investment in culture Investment in good ideas
21. Investment in culture Investment in good ideas Investment in data
22. Let’s get measury!
23. Just because you can, doesn’t mean you should
25. User Reach
26. User Reach Volume of Participation
27. User Reach Volume of Participation User Impact
28. User Reach Volume of Participation User Impact Quality of Participation
29. User Reach Volume of Participation User Impact Quality of Participation Quantity Quality Users Usage How far and wide do my messages spread? How many user interactions with my social initiatives? How do my social efforts change consumers’ actions or opinions? What’s the strength and depth of the user interactions with my social initiaitves? Social Platform
30. Source: Simon Verrall on Flickr
32. Quantity Quality Users Usage Involvment - the presence of a consumer at various touchpoints (ex. online behaviour stats...) Interaction - the actions the consumer takes at those touchpoints (ex. posts or uploads...) Intimacy - the affection or aversion a consumer holds for a brand (ex. conversation, sentiment...) Engagement Influence - the likelihood a consumer is to avocate on behalf of your brand (ex. NPS...)
33. Source: Selasasare on Flickr
34. What’s the payoff?
35. Gain much deeper insight into customer behaviour and beliefs Measure and learn from things that you currently ignore Identify consumers who influence others to buy
36. But how do I measure MY campaign?
37. There is no “one size fits all” Design something that works for you
38. DenaWalker @curlydena denawalker@irishinternational.com
39. DenaWalker @curlydena denawalker@irishinternational.com