What's the right question to ask when talking about Social Media ROI?
What is the right framework to measure it?
Vincenzo Cosenza - Blogmeter social strategist - provides some hints in this presentation.
7. The right measurement framework
The right framework is useful to link social media metrics with business
metrics and business goals.
Business
Brand Health, Marketing Optimization,
Revenue Generation, Operational
Efficiency, Customer Exp, Innovation
Goals
Revenue Increase, Cost decrease,
Positive reputation, …
Business Metrics
Social media metrics
Mapping &
Profiling
Conversation
Analysis
Engagement
Analysis
Engagement Increase,
Response time decrease,
Positive opinions increase…
Tools & techniques
12. Conversation Analysis – Measurement
Framework
Business
Revenue Generation
Goals
Revenue increase thanks to a Social
Media campaign
Business Metrics
Social media metrics
Mapping &
Profiling
Conversation
Analysis
Engagement
Analysis
+ positive engagement
+ conversion rate
Tools & techniques
18. Thank you!
Milano | Roma | Torino
marketing@blogmeter.it
www.blogmeter.it
www.twitter.com/blogmeter
www.facebook.com/Blogmeter
www.slideshare.net/Blogmeter