put your money where your mouse is: measuring roi

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Put your money

where your mouse is

Chris Reed

Managing Partner, Brew

@chris_reed

www.brewdigital.com

What’s the ROI of a nice cup of tea?

The best way to judge the

effectiveness of a social media

campaign

is not simply to judge the

effectiveness of a social media

campaign

followers, flows, friends, fans,

connections, counts, re-tweets,

comments, diggs, bookmarks,

counts, tags, stumbles, views,

readers, shares, tweets, unique

commenters, pagerank, cpm,

pagerank, sentiment scores.

followers, flows, friends, fans,

connections, counts, re-

tweets, comments, diggs, book

marks, counts, tags, stumbles,

views, readers, shares, tweets,

unique

commenters, pagerank, cpm, p

agerank, sentiment scores.

Yes, they’re all

measurable.

But so what?

So how do you compare...

Evaluation > Measurement

You want to do what, exactly?

Who do you want

to get to do

or think what?

And how do you know

when they’ve done it?

Define the specificsSales increase? Reputation improvement? Customer service speed?

Measure the outputssocial mentions, links, views, engagement, followers and friends

Evaluate the outcomes and

impacts against budgetCPA, tracker research, behaviour change, sales increase

£300K sales

increase from

trackable

hyperlinks

ROI: 14:1

Recruited

25,000 users

Provided exemplary

customer service

The social media crisis cycle

Someone is offended (by a brand) and tweets it

Other twitterati drive the story.

Bloggers get interested.Brand responds.Or doesn’t

Brand’s response is picked over by social media gurus

Mainstream news expands and propagates story

Now – what’s this cup of tea worth?

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Put your money

where your mouse is

Chris Reed

Managing Partner, Brew

@chris_reed

www.brewdigital.com