Update (4/23/10) – we added Consumer Insights as a return channel to the Twitter campaign return and ROI calculator. Consumer Insights are invaluable to a company’s products strategies and thus a heavy value is placed on consumer insights. Using non-social media technologies, a company would use expensive focus groups to gather insight.
We just released an awesome online Twitter campaign return and ROI calculator. You can play with it here. The calculator figures out your reach, the return on your brand awareness, and the return on your click-throughs. Together with the social media investment, the calculator also returns the monthly ROI. In addition, the online calculator gives you the value, investment and ROI of your average Twitter follower. For instance, in the screenshot below, a Twitter follower is worth $2.38/month, the cost is $1.67 with a total individual ROI of 43%.
The Twitter calculator is used to maximize your Twitter campaign. By testing different campaign models, you pick the model that yields the highest return.
Leverage your community
It is important to note that if you engage your community (send more posts), the value of your community goes up. For instance, in the calculator, try to enter one Twitter post per month, then enter 30 Twitter posts per month and see the difference in total and individual return and ROI. It is quite dramatic.
Warning – remember that if you send your community too many messages, the calculator will tell you that the value of the community goes up, while in fact, you are turning off your community by spamming them. So be a bit careful, right?
Another important thing to remember is that these values are estimations. Even though the online Twitter calculator gives you a reasonable sound foundation to maximize your Twitter campaign return, each Twitter campaign and each community is different.
Increase our understanding of the return and ROI of your social media campaign
This version of the calculator gives a lower return than the true return on our Twitter campaign. The reason is that this light version does not take into account things like the return on consumer insight, the return on avoided support calls, or the return on trade media mentions among other things. Our full version calculates the return and ROI of your community forum, blog, Twitter, Facebook, YouTube and SlideShare communities.
For a more accurate estimate, please contact Klurig Analytics directly.
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