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[This transcript was made using Speech to Text, there might be a few glitches here and there] ROI isn’t a good measure for innovations when they emerge; on the contrary, when such innovations mature, measuring success becomes a must-have. There is more than one way of measuring ROI. One might try to determine, for instance, how much one earns, by using social media, but only a minority of enterprises is using social media to sell things, and there are still doubts as to whether social media is the right place to sell. Others might try and assess how much they save thanks to social media, or how much they can achieve beyond the usual boundaries of Marketing, or lastly, a combination of all of the above. Tools exist for us to measure social media; there are even a lot (too many?) of them. Yet, some of their metrics are either hard to understand for managers or they tend to be unreliable, or they might even measure activity vs. efficiency. Despite all these obstacles, 5 years after the first attempts at using social media for businesses, it is no longer possible to evade measuring social media activity and efficiency. In this session, I will show how, and what for and I will also highlight a few recommendations and warnings for those who are eager to be able to build their own social media dashboards. http://www.istrategyconference.com/events/amsterdam/#eventProgram
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measuring return on engagement in social media
thoughts, tools & recommendations
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 1
@ygourven
2 main publications in 2011
http://precommerce.com
http://amonboss.com
some rights reserved (cc) 2011 – Orange – web, digital & social media 3
English adapation on-going
agenda
1. measuring return2. the problem with tools3. measuring ROE not an
option4. how to measure ROE?5. conclusion
@orange@ygourven
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 4
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 5
Some rights reserved by blumpy
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1. measuring return
> ROI for innovation
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 6
sneering at innovations isn’t new
disclaimer as per http://www.parisenimages.fr: reproduction of Paris en Image photo stock authorised in order to illustrate an educational or research project not commercialised in any form (e.g, classes, lectures, theses).
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 7
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec
a famous ROI example
> RUDOLF 1858 – 1913
another example
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Some rights reserved by sualk61
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec
source: http://www.computing.co.uk/ctg/news/2024715/atos-aims-abolish-internal-email-2014
when innovations emerge
>nih>ROI hard to prove>not all innovations
sell>gain in
productivity…>not all (few)
human desires are rational
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 10
Some rights reserved by Joe Shlabotnik
long term credibility?
Photo = Microsoft Picture Gallery
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 11
several ways of measuring return …
sell engage save
all of the above
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2. the problem with tools
> a surfeit of tools and metrics
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 13
functions and scope
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social media tools
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3. measuring ROE
> no longer an option
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 16
measuring ROE no longer an option
percentage of your fans that you have attracted and made them engage (like or comment) with your Wall Post
source: social bakers
so, what is a return on engagement
graphic design: social bakers
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 17
not just a matter of fan numbers
benchmark: social bakers
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 18
measuring engagement on Twitter
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#1#2#3
@Orange Group2,397 followers
@O2 53,727 followers
@ATT 107,868 followers
@SFR_Groupe 3,128 followers
@Telefonica 3,026 followers
@Vodafone_Group 8,587followers
@deutschetelekom 22,900 followers
@Tunisiana 2,729 followers
@Orange_conseil 1,691 followers
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@SFR_SAV 3,118 followers
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@OrangeHelpers 7,851 followers
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@Telekom_hilft15,192 followers
63
74
73
61
52
40
49
57
25
+3
+1
+1
+2
+2
@BTCare15,427 followers
68
klout.com
+1
+1
+2
-1
+3
+1
+1
sample Twitter benchmark
what do all those metrics (really) mean?
true reach: how many people you influence
amplification: how much you influence them
network impact: the influence of
your network
klout score: a mix of the
above
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 21
what do all those metrics (really really) mean?
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4. how to measure ROE
> 3 business cases
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 23
4.1 business case #1: Orange Business Live
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 24
where content comes from …
microblog96%
wall2%
blog3%
TWITTER* 2010 2011 Growth
Bloggers 11 13 18%
Contributors
47 262 457%
Tweets 264 1397 429%
People reached
40 503 191 501 373%
Impressions served
431 943 3 576 246 728%
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 25
http://bit.ly/recapobl
• 20 articles
• 200 photos
• 8 videos
global span
> 3 nationalities generating live content (French, UK, USA)> 41 countries visited digital content platform> 10 countries engaged with Twitter content
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 26
measuring the reachnote: the value isn’t in Twitter
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 27
the long tail
>trends, questions …
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 28
4.2 business case #2: ROI Spain
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 29
Spain: facebook coupon campaign generates 145K€
5189 new likers1237 coupons406 new clients through eshop
406X30X12 ~ € 145k
1
3
2
*406 clients x 30 euros ARPU x 12 months
a social shopping experience & retention mechanism
E-shop tab on Orange PL fan pages
Click on
is mandatory to access the offer
Monthly active users : 270K
Interactions on the page : 39K
4.3 exclusive: the Orange social media dashboard
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 32
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5. conclusion
> our recommendations
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 33
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec
a few questions
> what is a fan?> how much is a fan
worth?> number of fans?
meaningful?> engagement rate?> response rate?> hiding/unliking
pages?> reach of a live tweet?> what if new systems
crop up?
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recommendations
>measure and show results
>don’t forget about savings
>don’t get trapped in sales unless …
>use the right tool>know the
limitations>don’t take metrics
at face value
>be patient>don’t get duped
by numbers>long term
engagement pays>think relationship,
not sales
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 35
copyright © 2011 – Orange – web, digital & social media
your real focus shouldn’t be your facebook page
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….
social media focussee next page
thank you
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suivez-nous !
@orange@orangebusiness
http://www.facebook.com/orangehttp://www.facebook.com/orangebusiness
http://youtube.com/orangebusiness http://live.orange.com
some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec 38