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1. @Room_214 /Room214 /Room214

3. What’s The Deal With Social Media ROI?

4. What Is ROI? ROI may not be the best way to determine social media’s success. You have to start by answering other questions first... What is our overall business objective? What role does social media have in that objective? What did our metrics look like before social media? What can we measure?

5. Social Media Metrics

6. Social Media Metrics

7. Online Brand Conversion

8. SENTIMENT METRICS AND INDICATORS Online Brand Conversion 1. Sentiment Volume: The number of positive/negative/neutral consumers opinions expressed about a brand, company or product 2. Sentiment Ratio: number of +/- opinions expressed divided by the total number of consumer opinions or similar formula 3. Polarity/Intensity: beyond +/- exp: District 9 was f***ingamazin!versus District 9 was a decent Sat night data flick 4. Qualitative Factors: what do they cit as their reasons? E.G. Comcast is terrible, my internet is crawling 5. Specific Customer Feedback: I wish Netflix had subtitles, Blockbuster is better than Netflix, I wish Netflix would come to Canada Natural Language Processing BEWARE – claim to have 80% accuracy – don’t believe the hype Human Reviewed Limit the number of posts to review and assign each to a category

9. Online Brand Conversion ADVOCACY Is an act. “The act or process of advocating or supporting a cause or purpose.” Approaches to Advocacy Measurement The key to measuring advocacy is to: Identify all the different ways people verbalize their advocacy Isolate advocacy from general positive sentiment Explore who is doing the advocacy and analyze the level of advocacy from that individual for brand/topic vs. other brands/topics Styles of Measurement: Asking people to recall if they would recommend (survey question) Measuring people’s actual recommendations to each other (survey) Measuring people’s actual recommendations to each other (online monitoring) Source: David Rabjohns, MotiveQuest

10. Online Brand Conversion ADVOCACY METHODOLOGIES The Net Promoter Score (NPS) - defined as the likelihood to recommend, http://www.statmetrix.com The Brand Advocacy Quotient (BAQ) - relates to satisfaction and importance, http://www.nielsen-online.com MotiveQuest Online Promoter Score, (OPS) - correlation between online advocacy and sales, http://www.motivequest.com/brandadvocacy

11. Online Brand Conversion

12. Social Media Metrics

13. Social Media Connections

14. Social Media Metrics

15. Social Media Gross Views

16. Social Media Metrics

17. Brand and Fan Engagement

18. Understanding Value

19. Understanding Value

20. THANK YOU!