Download - Nima-Expert-Class-Social-Media-ROI
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ROI op Social Media
Utrecht, 9 september 2010
[email protected] | @Sjoerd | 0031629236101 | www.energize.nl
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ROI?
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ROI
=
Financiele impact
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ROI
=
Opbrengst uit investering - kosten voor investering
kosten voor investering
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Kosten voor investering
=
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Opbrengst uit investering
=
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Tot zover wat we weten
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Kunnen we wel over ROI praten?Wat is de ‘investment’?
Maar belangrijker...Wat is de ‘return’?
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social | media
“People connecting, using technology to get the things they need from eachother, bypassing traditional institutions like corporations”
Groundswell - Li & Bernoff
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social | media
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Nu over sociaal
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Nu over kennismaking
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Nu over luisteren
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Nu over interactie
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Nu over vertrouwen
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Nu over een relatie
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Introductie
Het ontstaan van een relatie
AfspraakVriendschap/ liefde Vertrouwen Huwelijk
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Social metrics
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Mensen blij gemaakt?
Dialogen via twitter?
Suggesties die zijn omarmd
Nieuwe klanten
Hoeveel nieuwe inzichten hebben we gekregen vandaag?
Ideeen van anderen omarmd?
Hoeveel complimenten hebben we gekregen?
Hoeveel keer zijn we aardig geweest tegen onze klanten vandaag
Hoeveel minder calls hebben we gekregen?
Wie heeft ons aangeraden aan anderen?
Invloedrijke volgers die ons hebben aangeraden
Wie zijn onze beste vrienden?
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Noemen we dit ROI? of...
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ROR
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Return On Relationships
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social | media
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Investering
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Media metrics
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Nieuwe klanten
GRP
Mentions
Nieuwe klanten
Pageviews
Clicks
Unieke bezoekers
E-mailadresse
n
Leads
Contacten
Aantal bezoeken
Followers
SharesP
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bijvoorbeeld
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http://www.youtube.com/
watch?v=e66XKxT8yDY
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social | media
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Dus
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Nu weten we wat social media is
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En we weten meer over de metrics
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Wat kunnen we met die metrics?
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financieel niet financieel
korte termijn
direkt financieel:is er meer winst
behaald of zijn kosten gereduceerd?
verbetering in content:Heeft de organisatie haar eigen digitale
aanwezigheid verrijkt of vergroot?
lange termijn
risico management:Is de organisatie
beter voorbereid op negatieve PR of
andere zaken die de reputatie
beinvloeden?
merkreputatie:Is de houding van
consumenten tegenover het merk
verbeterd?
Social Media Marketing Balanced Scorecard - Forrester
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“Zijn de kosten van niet investeren in sociale media niet vele malen hoger dan wel
investeren in sociale media.”
David Lange, Aventine Associates
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‘The proof is in the pudding.’
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http://www.youtube.com/
watch?v=ypmfs3z8esI
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Nuttige links
Social Media campagneshttp://blog.thoughtpick.com/2009/06/10-social-media-campaigns-that-rock-learn-how-to-do-the-same.html#more-877
Social Media marketinghttp://mystarbucksidea.force.com/ http://www.ideastorm.com
Social Media en arbeidsmarktcommunicatiehttp://vimeo.com/14584312http://gaaan.kpmg.nl/http://werkenbijdeloitte.nl/n/227/Sociale-Netwerken.html