Fifth iMedia - seminar presentation: 'ROI Management and Measurement on Social Media'

2. AGENDA
1. 10 Social Marketing Facts of 2012
2. Measure Social Media Benefits
3. Social Ecosystem tool – Fifth iMedia
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5. Brands Usually Post Photos on Facebook
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6. Facebook Users Like
on Average 36.7 Pages
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Countries with highest growth of Facebook users

9. Facebook Trend -
60.4% Mobile Penetration
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Top 3 Reasons Social Media ROI Measurement is Rare
Unclear
Objectives
Too Many
Metrics
Difficult ROI
Measurement

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Social Media ROI - "Mission Possible" Plan:

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17. ENGAGEMENT RATE IS GOLD
Why is Engagement Rate the #1 Social
Metric?
When we talk about Engagement, we are
referring to the activity on your page, to fan
interactions to your post types, etc. There are
several types of Engagement metrics:
Interactions – Like, Comments, Shares,
Replies, Rewteets, and so on.
Reach – the percentage of fans that have seen
your post from your Page.
Engagement Rates – a formula for quantifying
brands’ success
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18. ADVERTISING VALUE
1. Online Social Mentions
2. Social Web Traffic Referrals
4. Social SEO Improved Search Rank
5. Social Influencer Online Mentions
6. Social PR Mentions
CONTENTS VALUE
Articles
Photos
Videos
RESEARCH VALUE
• Research Value - Social Insights
SALE VALUE
• Social-Aided Conversion
SOCIAL MEDIA ROI

19. Advertising Value - Online Social Mentions:
GOAL: Grow Awareness, Reduce Ad Costs
(CPM, or cost per 1,000 impressions, could also be used.)
Example:
Estimated 150,000 social impressions
Display ad costs per impression (CPI) of $0.008 (or $8 CPM)
=> Equivalent display ad impressions value = 150,000 x $0.008 = $1,200
No of brand/product
Online Social Mentions X
(CPI) Equivalent Display
ad impression Costs = $ Display Ad Impressions Value
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20. Advertising Value - Social Influencer Online Mentions:
GOAL: Grow Awareness, Reduce Ad Costs
No of Social
Influencers
X
Average
Social
Network
Reach
X
Notable
Online
Brand
Mentions
X =
$ Paid
Endorsement
Ad Valuevolumeorreachnetworkad
costguestspecialorspokemanpaid$
Tier paid spokesman fees by respective social influencer levels. Document tiers with labels (e.g. A-Level, B-
Level, etc.) to make historical tracking easier. Social network reach and ad reach should ideally be equivalent
since pricing tiers may vary. (This formula adjusts for network reach differences assuming endorsement costs
are the same regardless of ad volume.)
Example: 5 industry influencers (B-level) an average social network reach of 5,000 making 10 notable brand
mentions at an equivalent paid spokesman (B-level) cost of $1,500 each with an ad network reach of 10,000
= $37,500 equivalent paid endorsement ad value.
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21. Content Value - User-Generated Content (UGC) Articles:
GOAL: Grow Awareness, Improve SEO, Aid Conversion (Social Proof), Reduce Content Costs
• Tip: Tier creation costs by content quality (e.g., length, sentiment, images, uniqueness) and/or Domain
Authority levels.
• Example: Estimated 5 stories discovered at an equivalent content value of $350 each = $1,750 equivalent
content article value
No of online stories or
articles with significant
brand focus or mention
X
$ Equivalent Content
Creation Costs = $ Article Value
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23. Appropriate tool: Appropriate tool: Appropriate tool: Appropriate tool:
-Planning your campaign and
Risk Management
-Gain insights about every
conversation happening online
about your brand, products,
competitors and industry
trends, and respond in real
time.
Empower marketers with tools
to manage and schedule posts
and publish content with social
apps — all supported by
analytics and insights.
Multi-platform dashboard to
measure, compare and
maximize social media
performance
Multi-platform dashboard to
measure, compare and
maximize social media
performance
Listening Community Get your Message out Optimizing Cost Reporting

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25. Manage well brand name and set up business plan for digital marketing
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27. Technical features | Analyzing & processing data
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28. Technical features: chart
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31. Manage, monitor and track large scale
marketing campaign
 Send mass messages via a large number of influencers
 Filter and select suitable influencers by demographic
 Collect detail data and fully report
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32. Detail in Influencer’s friends, analyze
by gender of friends, age of friends…
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REPORT CAMPAIGN

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36. Cookie tracking technology allows our
advertisers to leverage website visits and re-
target ads to those users on Facebook
FACEBOOK EXCHANGE
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37. Optimized CPM?
Optimize their campaigns based on the following goals:
Actions: Page Likes, App Installs, etc.,
You can specify actions using conversion specs.
Reach: Number of times an impression was served to a user for the first time in a day.
Clicks: Number of clicks received.
Social Impressions: Impressions with social context, i.e. with the names of one or more of the user’s
friends attached to the ad who have already liked the page or installed the app.
Conversion specs :
• Page : Page engagement (Like, comments, share, play video, view photo, link click…)
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38. MOBILE ADVERTISING
+ 15% higher click through rates
+ 30% cheaper clicks
+ 63% increase in likes
+ 22% increase in comments
+ 6-8x more fan engagement

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OPTIMIZE CPM

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Fifth iMedia provides a multi-platform dashboard to measure, compare and maximize social media
performance. With user-friendly visual reporting on the most important social media metrics
•Fan Growth
•Social Interactions
•Engagement Rates
•Question Response Rate
•Industry Benchmarking
•Post Response Rate
•Competitive Analysis
•Monitor Response Time

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Compared to the previous month's data, find out
how well your posts are doing. We look at 8 specific
aspects of your post performance, including:
• Lifetime
• Affinity
• Timing
• Virality
• Engagement
• And more!

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