SOCIAL CURRENCY:How to Assess the Value of Social Posts

Social Currency: How to Assess the Value of Social Posts

Session Hashtag: #ValueofSM

Tuesday, November 4th

5:15 – 5:45 PM

@crowdster

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This year,

Mobile Devices will outnumber humans.(mashable)

A World Gone MobileSocial Media is accessible 24/7, across the world-

The averagesmartphone userchecks their phone

150x per day(mashable)

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Society Shifts to SocialPeople rely on networks, not ads -

84% trust recommendations over other forms of marketing

81% influenced to purchase from friends social posts

71% more likely to purchase based on social referral

49% say their friends are their top sources of brand awareness

(Neilsen 2013)

(MarketForce)

(Hubspot)

(Jack Morton)

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Budget Shifts to SocialMarketing Budget Sources For Twitter(Adage)

NEW SPENDING

58.6% EMAIL

12.3%

7.5%ONLINE LEAD GENERATION

ONLINE DISPLAY

16.6%

5.1%ONLINE CLASSIFIEDS

OFFLINE PRINT/RADIO

OUTDOOR

17.6%

TV

9.9%

SEARCH

10.8%

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Earned Media ValueHow to compare platforms and posts?

Average valuations from over 20 sources:

(SocialChorus)

Bottom line: Engagement triumphs over likes and follows.

$853.00 - Blog Posts$10.17 - Facebook Shares$5.00 - Twitter Mentions & Retweets$2.25 - Twitter Followers$1.60 - Facebook Likes$0.38 - YouTube Views

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L / UpM x (LpD x 30) x (C/L) x CR x ACV = Value of a Like(Hubspot)

L= Likes (Audience)UpM= Unlikes per Month (Audience depletion)LpD= Links per Day (Posts published per day)C = Average Clicks (on posting site or social platform)CR = Conversion Rate (How often posts translate into leads)ACV = Average Conversion Value (Depends on your offering)

174 Likes/1UpM x (1.5LpD x 30) x 1/174 x .8% x $100 = $.02(Lynton Web)

Impact Media Value

How to value posts and incentivize accordingly:• Volume of Mentions• Sentiment Polarity• Authority of Source / Source exposure weighting• Earned media value of $5 CPM as a benchmark

Opportunities emerging already:• Popular Pays (Instagram accounts with 500+ followers can get rewards)

• Klout perks• General Sentiment (Media Matching)

• Izea – Celebrity Social Media Sponsorships

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Social ROI Methodology Celebrities

Bloggers

Fans

Friends

MoreReach

More Influence

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42

48

48

68

69

84

0 10 20 30 40 50 60 70 80 90

Online Banner Ads

Ads in Search Engine Results

Ads on Social Networks

Consumer Opinions Online

Branded Websites

Recommendations from people I know

Consumer Trust in Advertising (Neilsen 2013)

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Peer-To-PeerEngagement

Consumer Stories

on Steroids

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Engage The Storyteller

Incentives &Gamification

30% boost in social value

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• Identify key influencers

• Incentivize brand advocates

• Understand social ROI

• Justify social media spending

• Generate new revenue streams

Benefits of Social Valuation:

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Hey @Crowdster – What is the value of my post? #eventtechlive

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