How to MEASURE

Social Media

Campaign

ROI?

A Presentation

Ubisoft created a strong benchmark for their industry by monitoring the social media impact of 300 video-game launch campaigns around the globe to optimize ROI

A Client

Nissan identified the key barriers to entry for the Electric Vehicle segment, and leveraged Synthesio insights to feed the creative of a $20M+ campaign

A Customer

What THE Ideal Social Media Campaign Looks Like

Results

Before

After

Increased positive sentiment

Increased advocacy Increased sales Better presence

Lasting positive buzz Campaign starts 1

Peak, volumes are 4 to 10 times higher than baseline and spread on all social and mainstream media

2

3

Higher brand-related conversation volumes

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How to Measure Social Media Campaign ROI? All rights reserved ©

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What Your Campaign Should NOT Look Like

Flop

Bad Buzz

No Spread

How to Measure Social Media Campaign ROI? All rights reserved ©

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Define Reactive Metrics

• Adapt your community

management

• Adjust content

• Staff resources

Reactive Metrics

• Fans • Followers • Likes • Volume • Influencer reach • Sentiment • And many others

How to Measure Social Media Campaign ROI? All rights reserved ©

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Keep it Simple, ONE Single Metric Should Suffice to

Incentivize your teams and your agencies

Compare campaigns to optimize results

Example: Synthesio’s Social Reputation Score Used by 50 World Leading Brands

65/100

Social Reputation Score

Verbatim

Positive Neutral Negative

Verbatim

Positive Neutral Negative

Do Online customers recommend my product?

How to Measure Social Media Campaign ROI? All rights reserved ©

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X 100 X 50 X 0

Build comparables linked to your COSTS and

when relevant, to your SALES

Rank Campaign Name Month Year Volume Positive Negative Growth Score Costs

1 Far Cry 3 May 2012 19,596 75% 5% 33% 99 $110k

2 Guantlet Dark Legacy January 2012 97,026 52% 8% 25% 98 $225k

3 Skyrim February 2012 21,151 67% 4% 38% 95 $320k

4 Halo 4 September 2012 35,313 34% 3% 26% 89 $80k

5 Blue Dragon November 2012 96,150 21% 12% 12% 81 $25k

6 GTA 4 March 2012 59,156 23% 10% 37% 77 $85k

7 The Walking Dead April 2012 28,925 18% 11% 7% 74 $75k

8 GoldenEye 007 January 2012 60,962 16% 25% 48% 72 $57k

9 Sonic 4 July 2012 51,800 15% 18% 8% 63 $125k

10 Mass Effect 3 January 2012 31,357 16% 40% 16% 63 $45k

How to Measure Social Media Campaign ROI? All rights reserved ©

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See Where Your Campaigns Stand and… Optimize!

Soci

al R

ep

uta

tio

n S

core

Budget

Buzz Volumes

MAJOR SUCCESS

EXPECTED SUCCESS

LIMITED SUCCESS

FAIL

High Low

Low

H

igh

Best Campaign

How to Measure Social Media Campaign ROI? All rights reserved ©

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Get in Touch for a Demo

How to Measure Social Media Campaign ROI? All rights reserved ©

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