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 Books about social media are already outdated as soon as they hit the shelves.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.

1. Social Media ROI An introduction into measuring the unmeasurable 23.09.2011

2. Hello, I am Stijn Historian Blogger Webdesigner Social Media @aardling #FridaySession 2

3. This presentation #FridaySession 3

4. This presentation Social media + Return on investment #FridaySession 4

5. This presentation Social media + Return on investment #FridaySession 5

6. This presentation Social media + Return on investment #FridaySession 6

7. This presentation Social media + Return on investment … 4,4M 100K 1M 120K 1,5M* #FridaySession 7

8. This presentation Social media + Return on investment #FridaySession 8

9. This presentation Social media + Return on investment return – costs costs #FridaySession 9

10. This presentation Social media + Return on investment € #FridaySession 10

11. This presentation Social media + Return on investment € #FridaySession 11

13. Influence

14. Engagement#FridaySession 12 Hard metrics = Soft metrics =

15. Measuring the unmeasurable #FridaySession 13

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

18. Less costs, ex. service, recruitment

19. Quality improvement pays for itself#FridaySession 15

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

24. Social conversion aspects #FridaySession 20

25. Classic conversion funnel Discovery Need Consideration Conversion Retention #FridaySession 21

26. Classic conversion funnel Discovery Need Consideration Conversion Retention Awareness Product Influence Money Engagement #FridaySession 22

27. Classic conversion funnel Discovery Need Consideration Conversion Retention Awareness Product Influence Money Engagement #FridaySession 23

28. Classic conversion funnel Discovery Need Consideration Conversion Retention Awareness = social Product Influence = social Money Engagement = social #FridaySession 24

29. Social conversion aspects Awareness Influence Engagement #FridaySession 25

30. Awareness Quantity: Views Visits Content Traffic … #FridaySession 26

31. Influence Quality: Ratings Rankings Referrals Connections … #FridaySession 27

32. Engagement Community: Comments Shares Favorites Ambassadors … #FridaySession 28

33. How do you measure? #FridaySession 29

34. Measuring quantity Views: YouTube Insight, HowSociable Clickthrough: Bit.ly #FridaySession 30

35. Measuring quantity Web statistics: Google Analytics, Alexa Data spreadsheets: Excel #FridaySession 31

36. Measuring quality Incoming links: Google Alerts Reach: PostRank, Crowdbooster #FridaySession 32

37. Measuring quality Sentiment: Lithium, Attentio, Synthesio #FridaySession 33

38. Measuring community Ambassadors: Klout, Peerindex, Twitter Grader #FridaySession 34

39. Measuring community Conversations: Alterian, SocialMention, AllFacebook Stats #FridaySession 35

40. Expert Examples #FridaySession 36

41. Skittles candy Sets Facebook as their homepage #FridaySession 37

42. Mobile Vikings Uses Twitter as support channel #FridaySession 38

43. KLM #KLMsurprise monitors Foursquare/Twitter #FridaySession 39

44. SchoenenTorfs Recruitment tweet by CEO WouterTorfs #FridaySession 40

45. Old Spice TV ad on YouTube turns parody turns series #FridaySession 41

46. Question time! #FridaySession 42

47. Have a great day #FridaySession 43