How to Create an Online ROI Report for Brands and Sponsors

Isra Garcia
Isra Garcia Digital transformation advisor and new media analyst, IG

Posted on November 10th 2012

There are several essential aspects to be taken into account when we prepare an online report that can justify the investment made by brands and sponsors. Not all aspects are necessarily related with the social and digital media, but can be anything that adds value to the brand or sponsor working with our company. Other ways to use this work would be to attract potential brands or sponsors, achieving a bigger and better understanding with our current partners and becoming stronger in our agreements.

This is our current situation in several projects with brands such as Pioneer, Music On, Amnesia Ibiza, Seat, MTV, BlackBerry, RA or Coca-Cola and others. This is why I’ll share some of the things we’re working on with these and other satellite brands when we create Online ROI Reports.

Online Objectives/Measurements

Website: online visits to the website in places where there is a presence of the brand and banners.

Facebook: Facebook fans exposed to other brands and the same sponsors.

Facebook posts: the impression made by the post, including all the post’s analytics.

Post comments regarding the brand on Facebook: total number of comments in the partner brand’s posts.

Twitter followers: Number of followers leading to the brand.

Brand retweets: total number of retweets with brand mentions.

Traffic generated: visits generated by the different existing sources of traffic.

Fans/followers gained: total number of fans and followers that the brand has gained thanks to the actions/campaigns carried out by our company.

YouTube: the brand’s appearances and views, including the logo, appearances and mentions.

Online contests: number of contests carried out with the brand and the results of these contests, especially the users’ testimonials and feedback.

As you can see, I include primary measurements such as Facebook, Twitter and YouTube. Others will come. We’re currently experimenting and trying out new measurements and results in other platforms.

 

Return Actions

A list of all media coverage throughout the year: TV, press, online/offline communication. It is a good idea to get hold of media samples with positive mentions of the brand. Also with regard to negative mentions: these will help us improve but they will be for internal use only, not to show to the public.

Total sales per week, traffic per week, purchase intention per week. Also, the type of public: primary (e.g. 18-30 ABC1), secondary (e.g. 30-35), etc.

The average spending per customer is also an interesting figure to obtain.

How many people purchased peripheral products: merchandising, pictures, DVDs, music…

It can also be interesting to deliver a CD, DVD, pen drive or Dropbox with pictures and videos where the brand appears and in what context. It would be advisable to include screen prints and live links as it will help in assessing the increase of the same social object in real time.

Communication elements used to strengthen brand image: artwork, bill boards, etc.

Report the brand’s growth in its social platforms and the percentage exposure of each of them. Exposure = Impressions / scope.

Total number of likes, comments in campaigns and contests.

Reflections

Remember to be as granular as possible when you provide information of this sort. If you don’t have much of the information I mention here –which is quite likely- then substitute it with other information that may also add value.

Always use a reporting system that is convenient, easy to fill-in and understand. Some of the places I work for, like BlackBerry (UK/Ireland) for instance, use reporting templates that are quite complex, so it’s better if you deliver your results in a simplified format.

The results obtained should be included in a presentation that shows the potential of the actions carried out and their different elements in such a way that will guarantee the strategy’s success. The aim is to motivate the brand or client to continue with their commitment to our work.

What do you think? Was this helpful to you? What other measurements would you add? How do you do your Online ROI Reports?

 

Isra Garcia

Isra Garcia

Digital transformation advisor and new media analyst, IG

Marketer, digital transformation and new media advisor, speaker, blogger, educator and an agent of change.

Social Media Today's Best thinker member. Isra is the creator and author of the paradigm that has revolutionised the social media: Human Media and also founder of Stand OUT Program, Engage Worldwide and Principal at IG.

His blog on Social Media, Marketing, disruption, lifestyle, new perspectives, productivity and change is visited by more than 110,000 people every month. Only 31, Isra has taken part as a TEDx speaker on three occasions and has participated in more than 290 industry events as speaker. At 27, he started his own agency, and has worked as consultant and analyst on new forms of online communication and marketing for other agencies and brands such as EMI Music (Spain – Portugal), BlackBerry (UK – Ireland), MTV (UK), Pioneer (UK) and blur Group (UK – USA), Amnesia Ibiza (Spain) and Music On (Spain – Italy). He has been the promoter of MONK (UK – Italy – Sao Paulo), the first Human Media Marketing agency, where he worked as Human Media Evangelist and Advisor, and is now involved as head of digital media at Bridges for Music (South Africa – India – Brazil), an international NGO that fosters and encourages change and talent. Isra has also been in charge of Marco Carola’s personal brand as one of the most influential artists in the electronic music scene worldwide. He actually advises Ushuaia Beach Hotel, named as number one most technological-adavanced hotel in the world.

His fast-moving career has always been related to Web 2.0.  Isra´s early work as a consultant, in charge of teams and Social Media strategies for Social Media & Community. These are just a few of the highlights of his career. Undoubtedly, Isra adds a visionary and human-technological way to understand this new environment that the Internet has provoked.

Leaving aside companies, roles and projects, Isra has always been characterized by a thrilling passion for the human side of communication.

Isra writes for international publications such as Social Media Today, SmartBrief and contributed with FastCompany and is a guest lecturer at EOI, Fundesem Business School, Nottingham Business School, University of Leeds and University of Manchester. He is co-founder and organiser of Adictos Social Media and "Internet Changes Everything."

Isra is a 31-year-old visionary and pioneer who has revolutionized the New Media environment with his concept of Human Media based on human business interactions through the Social Web . Isra pioneered how the the new use of online media leverages the Social Web through human relationships, Human Business Interactions, connectivity, feelings, resonance and of course people. Specialized studies in Spain, UK and USA represent the base for his international career. Isra was recently on TEDx where he introduced his vision about Human Media and its impact on brands, businesses, people and the Web.

In only two and-a-half years, Isra has completed two Ironman races and, since last september, he is one of the only 89 athletes in the world that has completed the three-day ultra endurance event, "Ultraman" (10k swim + 420k bike + 84,3k run). He always pushes the intellectual and physical work far beyond his limits.

You can find Isra at TEDx events, presenting his perspective on Human Media, the future of social media, change, revolution, Ultraman and disruption. Also, in his Spanish blog http://isragarcia.es and international site http://isragarcia.com.

“Writing about oneself is infinitely more difficult than writing about anyone else. You’ll find that the story you thought you were telling people isn’t the story that people perceived.” Isra García.

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