Johana Cavalcanti

Blog de Social Media y Marketing Online
Subscribe

El ROI del Social Media. Démosle la vuelta: IOR

July 19, 2010 By: Johana Cavalcanti Category: eMarketing, Impact of Relationship, IOR, Redes Sociales, ROI en Medios Sociales

Originalmente publicado en Puromarketing.com

Está claro que siempre que hay una inversión en Promoción y Marketing queremos saber el retorno que ha dado en ventas. Y para calcular el ROI (Return of Investment) la fórmula es clara y sencilla:

roiformula

Solo necesitamos dos variables: Beneficio obtenido e Inversión.
Antes de Internet el cálculo del ROI se daba analizando todo un ciclo de promoción y marketing, pero con la llegada de Internet y la facilidad de monitorización y seguimiento de cada una de las acciones del Marketing Online los clientes (de agencias o de publicaciones online) han empezado a exigir el ROI (Return of Investment) para cada una de las campañas y acciones. Cada banner, cada enlace, cada anuncio en Adwords con su propio código de monitorización y cada uno con su cálculo de ROI.
Internet ha evolucionado hacia un nuevo entorno, los Medios Sociales. Lo que antes era un monólogo, donde las marcas publicitaban sus productos y servicios sin influencia de otros actores, ha pasado a una conversación donde la verdadera Identidad de la Marca es creada entre todos los actores que generan contenidos y conversaciones en torno a ella en la RED.
En este nuevo entorno Social el Marketing ya no es el mismo. La moneda de cambio ya no es la venta directa. El Retorno de la Inversión se da en base a las Relaciones que la Marca construye en los Medios Sociales.

¿Cómo calcular el ROI en un entorno no comercial?


Es imposible insertar un código de monitorización en todas y cada una de las conversaciones que tiene la marca en los Medios Sociales. ¿Cómo aplicar la sencilla fórmula del ROI en un entorno social?
En los Medios Sociales, la variable de Inversión se da en Tiempo, Personas y en algunos casos Herramientas y el Beneficio, la Moneda de Cambio, son las Relaciones y el Impacto de la presencia de la Marca en los Medios Sociales.
La fórmula del ROI ya no puede ser aplicada de la misma manera como en las acciones del Marketing Online Tradicional.

Démosle la vuelta al ROI – IOR – Impact of Relationship


El IOR se basa en cuantificar las acciones y relaciones de la Marca en los Medios Sociales aplicado valores a 4 Variables:

  • Autoridad del Contenido de la Marca
  • Influencia de la Marca en los Medios Sociales
  • Participación de los Seguidores en los Perfiles de la Marca
  • Tráfico generado por el contenido de la marca en los medios hacia la página web de la Marca

Valorar cuantitativamente las acciones nos dará un número haciendo posible comparar y analizar acciones y períodos de tiempo, marcando objetivos numéricos periódicamente.

Autoridad

La autoridad de la Marca está relacionada con las menciones que tienen la marca fuera de sus perfiles de Medios Sociales.
Es la variable de más impacto para el IOR visto que amplifica la presencia de la marca a entornos externos a ella.

  • Ser citado en blogs
  • Ser citados en diarios y publicaciones Online
  • Uso de presentaciones y contenido de la Marca
  • Ser usado como caso de éxito en estudios y conferencias

Influencia

La Influencia de la Marca se da por la cantidad de seguidores/amigos/suscriptores que tiene la Marca en los Medios Sociales.

  • Fans en Facebook
  • Seguidores en Twitter
  • Suscritores del Blog
  • Suscriptores y amigos del canal de Youtube

Participación

La variable participación es toda la interacción entre los seguidores/amigos/fans con la Marca y su contenido. Es seguramente la variable que  más IOR aportará a la Marca si ésta tiene una presencia activa en los Medios.
Es la segunda de menos valor numérico pero seguramente la más importante.

  • Comentarios en el Blog
  • Comentarios y valoración del contenido en Facebook
  • Menciones, retwitts y respuestas en Twitter
  • Comentarios y valoración en Youtube

Tráfico

La variable de tráfico es la de menos valor en el cálculo del IOR pero la más significativa, debido a que hemos conseguido atraer a nuestros seguidores a nuestro entorno comercial.
En la presentación que sigue podéis encontrar cómo valorar cada acción de las 4 Variables y contabilizar el retorno de la Inversión en base a las Relaciones como moneda de cambio.

Share

29 Comments to “El ROI del Social Media. Démosle la vuelta: IOR”


  1. The blog was absolutely fantastic as there are lots of great information and inspiration

    1
  2. Amazing blog… Thanks

    2
  3. Everyone loves what yoou guys are usually up too. This type of clever work and exposure!

    Keep up the great works guys I’ve incorporated you guys to
    my personal blogroll.

    Feel free too visit my web blog Atlanta Car Accident Lawyer

    3
  4. Hi friends, its wonderful aticle regarding educationand fully explained, keep it up all the time.

    4
  5. Thanks for the good writeup. It in fact used to be a
    entertainment account it. Glance complex to more introduced agreeable from you!
    However, how could we be in contact?

    5
  6. Simply wish to say your article is as amazing. The clarity for
    your put up is just spectacular and i could think you are knowledgeable on this
    subject. Well along with your permission let me to grasp your feed to keep updated with approaching post.
    Thank you one million and please carry on the gratifying
    work.

    6
  7. I don’t know if it’s just me or if perhaps everybody else experiencing problems with your website.

    It appears like some of the written text in your content are
    running off the screen. Can someone else please provide feedback and let
    me know if this is happening to them as well? This might be a issue with my browser because I’ve had this happen previously.
    Cheers

    7
  8. Hey there! I just wanted to ask if you ever have any
    problems with hackers? My last blog (wordpress) was
    hacked and I ended up losing a few months of hard work due to
    no backup. Do you have any methods to protect against hackers?

    8
  9. Hello, its pleasant article on the topic of media print, we all know media is a wonderful source of information.

    9
  10. Strong country colors are red, green, blue, yellow or tan.
    The future is bright for dry erase boards and more efficient
    communications. It doesn’t matter, as we are not the same as anyone else,
    so why should our words be the same.

    10
  11. My spouse and I absolutely love your blog and find most of your post’s
    to be what precisely I’m looking for. Do you offer guest writers to write content to suit your needs?
    I wouldn’t mind publishing a post or elaborating on a lot of the subjects you write regarding here.
    Again, awesome weblog!

    11
  12. Superb, what a weblog it is! This webpage gives useful information to
    us, keep it up.

    12
  13. When someone writes an post he/she maintains the image of a user in his/her brain
    that how a user can understand it. Therefore that’s why
    this article is perfect. Thanks!

    13
  14. This is the perfect blog for anyone who hopes to find out
    about this topic. You understand so much its almost tough to
    argue with you (not that I actually will need
    to…HaHa). You certainly put a brand new spin on a topic that’s been written about for decades.
    Wonderful stuff, just excellent!

    14
  15. Greetings from Ohio! I’m bored to death at work so I
    decided to check out your blog on my iphone during lunch break.
    I enjoy the knowledge you present here and can’t wait to take a
    look when I get home. I’m surprised at how quick
    your blog loaded on my mobile .. I’m not even using WIFI,
    just 3G .. Anyways, awesome site!

    15
  16. Many materials and tools used in wood shop can be dangerous,
    so be sure they are not easily accessible to a child.
    If your a beginner and need a few easy woodworking
    plans to get started with the following websites might interest you:
    . An eye-catching project is something that is worthy and a valuable addition to your home or even a
    marvelous gift for family or friends.

    16
  17. If the diagnosis is correct, half the battle is
    won. People with dry skin or a vitamin A deficiency are extremely prone to experiencing it.
    If acne and dry skin are your troubles, you could be better served finding a blemish skin care product that can fight both acne blemishes
    and moisturize the skin at the simultaneously.

    17
  18. No matter if some one searches for his essential thing, thus he/she needs to be available that in detail, therefore that thing is maintained over here.

    18
  19. Whenever you want to buy or build a bird house you have take into account a few factors like whatever your plans, always
    use raw wood to make a birdhouse. Not to mention, their evening aerobatic sessions are a whole lot of
    fun to watch. Well, they are easy to use, they can use very light line,
    it is easy to adjust the drag and they are generally less expensive
    than other kinds of reels.

    19
  20. all the time i used to read smaller posts which also clear their motive, and that
    is also happening with this piece of writing which I am reading now.

    My site :: เต็นท์พับ

    20
  21. It’s a pity you don’t have a donate button! I’d most certainly donate to this superb blog!
    I guess for now i’ll settle for bookmarking and adding your RSS feed to my Google account.
    I look forward to new updates and will talk about this website with my Facebook group.

    Talk soon!

    21
  22. MFC OUSweetheart Webcam Private video 14.04.2014
    Download link: http://bit.ly/QnxKXs

    File name: MFC_OUSweetheart_2014_04_14.zip
    Video length: 12:35

    Extra tags:
    OUSweetheart webcam video,
    OUSweetheart mfc video,
    OUSweetheart private show,

    22
  23. I quite like looking through an article that
    will make men and women think. Also, thanks for permitting me to comment!

    23
  24. A lot of you don’t know me, ‘less you read a book called The New – Testament by a Mr.

    There is a good variety of enemies, techniques, and weapons.
    Supergoon The Dailies (February 8-13): The Schtarker February
    14.

    24
  25. I am regular visitor, how are you everybody? This paragraph posted at this web
    site is in fact fastidious.

    25
  26. I am not sure where you are getting your information, but great topic.
    I needs to spend some time learning much more or understanding more.
    Thanks for magnificent info I was looking for this
    info for my mission.

    26
  27. I like the helpful info you provide in your articles. I’ll bookmark your weblog
    and check again here frequently. I’m quite sure I’ll learn plenty of
    new stuff right here! Good luck for the next!

    27
  28. Your current in sequence furthermore ideas especially neat to my opinion.
    Thanks a lot extraordinarily a lot beforehand.

    The learning about this issue is fantastic, I’m
    glad of which this is obtained. Thanks yet again!

    28
  29. Thanks in support of sharing such a fastidious opinion, post is pleasant, thats why i have read it fully

    29

1 Trackbacks/Pingbacks

  1. Las pequeñas y medianas empresas no miden el éxito de sus campañas on-line | Cómo crear tu tienda virtual 09 07 11

Leave a Reply