measure of roi for social media - facebook, twitter and website for mdbg

7/29/2019 MEASURE OF ROI FOR SOCIAL MEDIA - FACEBOOK, TWITTER AND WEBSITE FOR MDBG

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YIHAN CHENG 201176659

CHIAO-YUEH PENG 201173782

TAJANA STANKOVIC 201164459

ABHINAV UPADHYAY 201188834

XIAOYI WANG 201194306

LINGYU WU 201185535


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Contents

Initial model

Plan for ROI model

Analysis of task2

3

4

Background1

Presentation objectives


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Company Background

MDBG is the advertising & media family of theMum Dad Baby Group

Target audienceUK females, age group of 25-45,degree educated,financially stable

Media networkMindful Mum is an online magazine for healthconscious mums


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Project Background

Effectiveness of influential marketing

ROI for social media

AdVALUE


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Partner with

connected

consumers becoming

influential in their

network

Effective strategy

Value and

meaningful

interaction with

like-minded

individuals

InfluencerMarketing

Encourage WOM

Brand Lift

Influence actions

Provide quality content and show humanized side


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Digital influence


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ROI for social media

To develop better social media budgets

To grow faster than competitors


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Audience

______

______

____________

______

______

______

______

______

AdVALUE

Media

partners


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AdVALUE

Marketers of client companies use the same toolsas content creators

Content user or viewer can view or use the

content, comment on it and share it on socialmedia platforms

Slightly more than 1% of fans of the biggestbrands on social media are actually engaging with

brands (Ehrenberg-Bass Institute, 2012)

Quality content and humanized interaction buildthe engaging relationship


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Objectives of the project

To demonstrate ROI for AdVALUE

To predict ROI for AdVALUE

Can AdVALUE be used to determineconsumer insights?


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METRICS FOR PERFORMANCE

OBJECTIVES

ROIdevelopment


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Approach & Methodology

TWITTER

FACEBOOK

WEBSITE

Mindful Mum is present over the social platform of twitter

as - @MindfulMum

Source URL - http://twitter.com/#!/MindfulMum

Mindful Mum has presence over the internet on

www.mindfulmum.co.uk

Mindful Mum is present over the social network of

facebook as Mindful Mum

Source URL - http://www.facebook.com/mindfulmum


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MEASURE/PREDICTROI FOR MINDFULMUM FACEBOOK

ACCOUNT

MEASURE/PREDICTROI MODEL FORMINDFUL MUM

(COMPREHENSIVEMODEL)

MEASURE/PREDICTROI FOR MINDFUL

MUM WEBSITE

P1 P2

P4 P3

MEASURE/PREDICTROI FOR MINDFUL

MUM TWITTERACCOUNT

4 Phase Plan


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BRAND ENGAGEMENT

ROI model for TWITTER

BRAND AWARENESS

Proposed model will measure the following parameters andrelated marketing attributes

BRAND LIFT

1. NUMBER OF FOLLOWERS*^

1. NUMBER OF FOLLOWING*^

2. NUMBER OF TWEETS*^

3. KLOUT SCORE*

4. PEER INDEX SCORE*

5. CUSTOMER INSIGHT#


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Number of Followers and Following

FOLLOWERS

FOLLOWING

04/03/

2012

17/02/2012

19/03/2012

BRANDAWARENESS

THROUGHREACH

1459

1569

4/03/2012

1789

2045

1902

1802

Increased at a

rate of 10.9%

Increased at

a rate of 20.8%


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the number of updates publishedin Twitter. Avg - 18/day

Number of Tweetsthe number of times theuser had beenreferenced or cited byother people, based onthe presence of @preceding their Twitterusername.

TWEETSthe number of times theuser had been retweetedby other people asindicated by the use of "rt@", "rt@", "rt:@", "rt: @", "retweet @", "via @","retweet :@", or "r/t"

the relationship between

references of the user toreferences of others by the user,i.e, references : referencing

relationship between

retweets of the user toretweets of others bythe user i.e., retweets :retweeting

the number of times the userhad been retweeted by otherpeople as indicated by theuse of "rt @", "rt@", "rt:@","rt: @" , "retweet @", "via@", "retweet :@", or "r/t"

number of times the user wroteor responded directly to otherpeople as indicated by thepresence of an @ username atthe beginning of the update.


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Number ofFOLLOWERS

ANDFOLLOWING

TWEETS

(ALL CATEGORIES)

EFFECTIVE REACH

(user's follower count andfollower count of any follower

retweeting any of their Tweets)

influence (retweet ratio)

BRAND AWARENESS AND ENGAGEMENT

REACHPOTENTIAL REACH

(user's follower count

and follower count of any

follower retweeting any of

the users Tweets)


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Influence

PARAMETERSFOR

MEASURINGINFLUENCE

PEER

INDEXSCORE

CUSTOMER

INSIGHT

KLOUT

SCOREKLOUTSCORE

As per Cha et. Al (Measuring User

Influence in Twitter: The Million

Follower Fallacy, 2010)

The different types of influence of aperson:

1. In-degree influence

2. Retweet influence

3. Mention influence


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Klout Score


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Peer Index Score


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Customer Insights

54%

Passion

12%

Reach

- Likelihood of repeated

mention of your brand byindividuals, who are

already conversing about

it

- The number of unique

authors referencing a brand

divided by the number of

mentions.

Strength

1%

Sentiment

6 : 1

-Likelihood of brand is

being discussed in social

media

-Calculation : phrase

mentions in last 24 hours

-Ratio of positive mentions

to negative mentions

-Calculation : KeywordAnalysis

Through a social media platform is aggregation of user generated content

from across the web into single stream information encompassing thefollowing -


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Correlation between followers, following and tweets


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Cross-correlation between followers andfollowing


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Cross-correlation between followers andtweets


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GANTT Chart


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Thank You !!!

measure of roi for social media - facebook, twitter and website for mdbg

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