SCOT – the first comprehensive analysis model for social media campaigns
Thanks to its in-house developed Social Media Campaign Optimization Tool (SCOT), OMD is now in a position to provide concrete answers to companies who want to find out which benefits their social media activities actually yield for their business. Hence, OMD is the one pioneer among media agencies who has the capability to comprehensively analyze and project the performance potential of social media campaigns. Moreover, it can derive concrete recommendations for further action that further optimize and boost performance and the return on social media investments. In coordination with the customer, the company can for instance define the value of a fan for the brand and what the company is willing to pay for interaction, viralization or gained insights.
The analytical basis of SCOT is a funnel model that has been specifically designed for social media applications and that uncovers the various influential factors and their interdependencies. Thanks to the subsequent application of a traditional ROI method to this social media value generation process and based on the previously defined factors, the return on social media investment is determined through the comparison of campaign investment and campaign output.
The tool is particularly compatible with social network activities; however, it can also be adapted for use with other social media platforms.
If you would like to know more about SCOT or participate in one of our dedicated workshops, please contact:
Contact:
Andreas Harnischfeger
+49 40 28453 6249
omnicommediagroup.com
