This document discusses ways to measure social media ROI and optimize social media strategies. It provides several truths about social media ROI, including that it has no direct effect on sales but can boost sales over time by improving brand awareness, engagement, and reputation. Engagement is key, and metrics should focus on engagement rates rather than just follower counts. Targeting posts and tracking results is important for optimization. Quality content that tells brand stories and provides value can improve the consumer experience and engagement across acquisition, retention, recommendation, and income. Case studies demonstrate strategies for content, engagement, and long-term campaigns. The conclusion is that ROI is difficult to directly measure but engagement and relationships should be optimized over time.

1. Social Media ROI : How to measure it to drive
your strategy?
ISPO Snow Ice & Rock Summit
January 28th, 2014 – München, Germany

2. @SWiTCHAgency
Marketing
and digital communications agency
for mountain destinations
and action sports brands
in Europe and North America

3. CASE STUDY #1
+1.5 MILLION VIEWS
Public humiliation
è A change of priorities in
the communication strategy
for Comcast.
Now:
LEADER OF THE
CUSTOMER SERVICE ON
TWITTER

4. R.O.I vs R.O.N.I
« We don’t have a
choice in whether we
do social media,
the question is
HOW well we do it »
Erik Qualman (Author of Socialnomics)

5. TRUTH #1 : NO DIRECT EFFECT!
Social media has NO DIRECT EFFECT on sales,
but it can help...
What is at stake?
§ Brand awareness and exposure
§ Engaged and loyal community
§ Improvement of SEO and traffic to
your website
§ Reputation improvement over the
long term
And, as a result, sales boost...

6. TRUTH #2 : ENGAGEMENT, ENGAGEMENT, ENGAGEMENT
What is the point of having
A MILLION OF FANS
If they are not proactive?

7. CASE STUDY #2
HOW MANY FANS ON FACEBOOK:
Megève = Chamonix x 4
ENGAGED FANS:
Megève x 8 = Chamonix
ENGAGEMENT RATE:
Megève (0,5%) < Chamonix (19,6%)
Source : FanPage Karma, Nov. 2013

8. TRUTH #3 : TARGETING & TRACKING
To have the best engagement rate you must
TARGET YOUR ACTIONS
and
TRACK THE RESULTS!

9. FOCUS: HOW TO TARGET & TRACK?
How to get more social engagement? #1
How to get more social engagement? #2

10. STUDY RESULTS: TARGETING & TRACKING
Source : Social Intelligence Rapport – Adobe – 2013

11. CASE STUDY #3

12. TRUTH #4 : QUALITY vs QUANTITY
Source : Emmanuel Vivier

13. TRUTH #5 : CHOOSE THE RIGHT TOOLS!
Google Analytics
Tweetreach
Crowdbooster

14. TRUTH #6 : ADOPT THE RIGHT METRICS!
« Social media is about
PEOPLE!
Not about your business.
Provide for the people
and the people will
provide for you. »
Matt Goulart (Founder of Webstarcontent.com)

15. TRUTH #7 : ADAPT YOUR METRICS!
The metrics
in correlation with consumer cycle…
1. ACQUISITION
2. ENGAGEMENT
website or social media brand page visit, bounce rate, etc.
First visit satisfaction, "like", subscription to a
newsletter, etc.
3. RETENTION
4. RECOMMENDATION
5. INCOME – Final Stage where the user becomes profitable
Source : Emmanuel Vivier
Regular visits to a website,
subscription to RSS feed, etc.
To at least one
friend

16. TRUTH #8 : BRAND CONTENT IS KING!
How to optimize your ROI and boost your consumer cycle:
WITH A RELEVANT COMMUNITY MANAGEMENT
1. Storytelling
2. High value-added content
3. Call-To-Action

17. HOW TO PRODUCE ORIGINAL AND
GENUINE BRAND CONTENT?
Source : Social Intelligence Rapport – Adobe – Q3 2013

18. HOW TO OPTIMIZE YOUR POST AND
YOUR ENGAGEMENT RATE? #1

19. HOW TO OPTIMIZE YOUR POST AND
YOUR ENGAGEMENT RATE? #2
Source : Social Intelligence Rapport – Adobe – Q3 2013

20. TRUTH #9 : MAKE IT REAL!
Mix real life and
virtual life…
…in a fun way!
Need for meaning
Trend: " gamification "

21. CASE STUDY #4
MAMMUT 150th Anniversary
+129K
+1M
10 755
#1
Fans on Facebook
Followers on Twitter
Views on YouTube
Longest event ever achieved in the
outdoor industy
+220
Videos on Mammut’s
YouTube Channel
Source : https://www.facebook.com/Mammut, 2012

22. CONCLUSION
Measure what you
know:
« YES »
§ Yes, calculate how much
your Facebook / Twitter/
etc. community
management costs you
(time, cost of tools, etc.);
§ Yes, calculate your
R.O.A.S*
And
OPTIMIZE!
*R.O.A.S. = Return On Advertising Spending

23. CONCLUSION
THE R.O.I IS DEAD,
LONG LIVE TO THE
R.O.E!
« NO »
§ No, there is no magic
formula for calculating
Social Media R.O.I;
§ No, you should not
expect a return on
investment.
(Sorry… L)

24. CONCLUSION
« Saying hello doesn’t have an ROI.
It’s about building relationships »
Gary Vaynerchuck, founder of Wine Library TV

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