unraveling the mystery of social media roi
DESCRIPTION
Yes, you can measure social media ROI. You need to start with the goal and work backwards from there. This presentation covers some of the concepts and tactics of online measurement. special credit goes to KD Paine and BrandBuilder for allowing me to steal their slides :-)TRANSCRIPT
![Page 1: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/1.jpg)
Unraveling the Mysteryof Social Media ROI
Paul GillinAuthor, The New InfluencersSecrets of Social Media Marketing
![Page 2: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/2.jpg)
![Page 3: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/3.jpg)
![Page 4: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/4.jpg)
![Page 5: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/5.jpg)
ROI
![Page 6: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/6.jpg)
Simple Equation
ROI =COST OF INVESTMENT
(GAIN FROM INVESTMENT - COST OF INVESTMENT)
![Page 7: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/7.jpg)
Orders
Upgrades
Coupon redemptions
Subscriptions
Leads
Types Of Financial Impact
![Page 8: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/8.jpg)
Website Visitors
Click-throughs
Visitors to a brick & mortar store
Positive press
Positive WOM
Negative pressNegative WOM
Customer complaints
Employment applications
Retweets
FaceBook friendsBlog comments
Social mention
YouTube views
Twitter followers
Impressions
Delivered emails
Coupons distributed
Types Of Non-Financial Impact
![Page 9: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/9.jpg)
Bounty of Choice
![Page 10: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/10.jpg)
Choosing Tools Blog Podcast
Video
Social Network
Private communit
y
Review engine
Virtual world
Build community ☻ ☻ ☻ ☻ ☻ ☻
Counter negativity ☻ ☻ ☻ ☻
Crisis management ☻ ☻ ☻ ☻ ☻ ☻
Customer conversation ☻ ☻ ☻ ☻
Expose employee talent ☻ ☻ ☻ ☻ ☻
Generate web traffic ☻ ☻ ☻
Humanize the company ☻ ☻ ☻ ☻ ☻
Market research ☻ ☻ ☻ ☻ ☻
Media relations ☻ ☻ ☻ ☻ ☻Generate new product ideas
☻ ☻ ☻ ☻ ☻
Product promotion ☻ ☻ ☻ ☻ ☻ ☻
Customer service ☻ ☻ ☻ ☻
Customer feedback ☻ ☻ ☻
Frand advocates ☻ ☻ ☻ ☻ ☻
Sales leads ☻ ☻ ☻ ☻ ☻ ☻
![Page 11: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/11.jpg)
7 Steps to Social Media ROI
1. Define the “R” – What are expected results?2. Define the “I” -- What’s the investment?3. Understand audiences and what motivates them 4. Choose metrics5. Choose benchmarks 6. Pick a tool and undertake research7. Analyze results, glean insight, take action,
measure again
Source: KD Paine & Partners
![Page 12: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/12.jpg)
Key Performance Indicators (KPIs)Cost savingsEfficiency
Cost per message communicatedCost per new lead/customer acquired
Productivity: Increase in employee engagement/moraleLower turnover/recruitment costs
Engagement: Ratio of posts to comments% of repeat visitors% of 5+ min visitors% of registrations
Trust:Improvement in relationship /reputation scores with customers and communities (Loyalty/Retention)
Thought leadership: Share of quotesShare of opportunities
Message penetrationPositioning on key issuesImprovement in favorable/unfavorable ratio
Source: KD Paine & Partners
![Page 13: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/13.jpg)
Measurement OptionsTraffic: unique visitors vs. page viewsTechnorati rankingsRSS subscriptionsGoogle linkto: and allinanchor:Delicious and Technorati tagsTrackbacksWebsiteGrader.com, Xinu, Compete, Alexa scoresAnd more…
Search engine rank
Social bookmark activity
Comments
Inbound links
Copycat or parody videos
Mashups
Mainstream media references
Referral links
Search engine results
Sentiment analysis
Contest entries
Blog mentions
Discussion group posts
Social network membership
Bloglines or Blogpulse rankings
Video viewership
![Page 14: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/14.jpg)
Set Up to Measure
Define metrics; for social media marketing, the two key ones are influence and engagementSet up campaigns and event tracking for social media Choose analytics software that can track specific eventsTrack fans, followers, etc. over time to measure growth in interestIdentify where visitors come from and how they interact. Feed back into marketingDetermine which social media channels are most effectiveResearch plug-ins and tools like Bit.ly, xinureturns, PostRank, and SocialToo for profile dataAggregate analytics in one place
Source: KD Paine & Partners
![Page 15: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/15.jpg)
Sample Engagement Metrics
% increase or decrease in unique visits In the past month, what % of sessions were >5 page views % of sessions >5 minutes in duration % of visitors that return for more than 5 sessions % of sessions that arrive at your site from a Google search/referral/link from your web site% of visitors that subscribe% of visitors that download content% of visitors that provide an email addressRatio of posts to comments
Source: KD Paine & Partners, Eric Peterson
![Page 16: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/16.jpg)
Classifications of Discussion• Responding to criticism• Giving a shout-out• Making a joke• Making a suggestion• Making an observation• Offering a greeting• Offering an opinion• Putting out a wanted ad• Rallying support• Recruiting people• Showing dismay• Soliciting comments• Soliciting help• Starting a poll• Validating a position
Source: KD Paine & Partners
• Acknowledging receipt of information
• Advertising something• Answering a question• Asking a question• Augmenting a previous post• Calling for action• Disclosing personal information• Distributing media• Expressing agreement• Expressing criticism• Expressing support• Expressing surprise• Giving a heads up
![Page 17: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/17.jpg)
Matching Goals & MetricsGoal Action Output Metric Outtake Metric Outcome Metric
Increase on-line reservations
Revamp website
Amount of content on web site
% perceiving state as a destination
% increase in web traffic and reservations
#1site for visitors to NH
Increase communications staffing and resources
Increased exposure of “visit NH” message
Increased perception of NH as extreme destination
% increase in agreement with the statement
Website is preferred site for information
Add content, features to web site
% increase in traffic
% agreeing with the statement
# 1 rankings and time spent on site
Source: KD Paine & Partners
![Page 18: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/18.jpg)
Select ToolsObjective KPI Tool
Increase inquiries, web traffic, recruitment
% increase in traffic#s, clickthrus or downloads
Google Analytics, Omniture, WebTrends
Increased awareness/preference
% of audience preferring brand to competition
SurveyMonkey, Zoomerang
Engage marketplace •Conversation index greater than .8•Rankings •% increase in engagement
TypePad, Technorati Omniture, Google Analytics
Communicate messages •% of articles containing key messages•Total opportunities to see key messages•Cost per opportunity to see key messages
Media content analysis Dashboards
% aware of or believing in key message
Survey
Source: KD Paine & Partners
![Page 19: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/19.jpg)
Blogs: The Low-Risk Option
Cheap and easy to create and updateHave distinct personal voiceCan quickly build traffic through reciprocal linksExcellent search engine performanceAbility to control discussionFast, inexpensive alternative to press releases
![Page 20: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/20.jpg)
Blogging for BusinessCEO
![Page 21: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/21.jpg)
Advise and Inform
![Page 22: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/22.jpg)
Event Promotion
![Page 23: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/23.jpg)
Publish Everywhere
32 million members
300 million members44 million members
1 billion daily views
6 million daily visitors
50 million members10 million members
1 million daily visitors
1.5 million daily visitors
![Page 24: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/24.jpg)
Many Uses for Twitter
![Page 25: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/25.jpg)
Engage Popular People
1.7 million followers
1.2 million followers
1.1 million followers
980,000 followers
473,000 followers
![Page 26: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/26.jpg)
360° Of Value
Needs Definition
Product Architecture
Iterative Development
Field Testing
Viral Marketing
Peer Support
![Page 27: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/27.jpg)
Facebook Fans
Announcements
Mailing List
Repurpose media
Feedback/testing
![Page 28: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/28.jpg)
Create Activity Timelines
Source: BrandBuilder
![Page 29: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/29.jpg)
Look at Sales Revenue
Source: BrandBuilder
![Page 30: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/30.jpg)
Net New Customers
Source: BrandBuilder
![Page 31: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/31.jpg)
activities
transactions
social data
web data
loyalty metrics
etc.
Overlay All Timelines
Source: BrandBuilder
![Page 32: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/32.jpg)
Before After
Impact
Impact
Impact
No Impact
Uncertain Impact
Look for Patterns
Source: BrandBuilder
![Page 33: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/33.jpg)
Case Study: Clickable Gurus
Goal Generate LeadsTactic Build awareness by sharing
domain knowledgeMetrics Unique visits; Online mentions;
Referrals; ConversionsResults 2,000% increase in site visitors
300% improvement in buzz index50% increase in customers400% increase in ad billings
![Page 34: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/34.jpg)
Case Study: Intel Insiders
Goal Turn customers into fansTactic Recruit 10 prominent bloggers for access, trialsMetrics Blog posts, videos, tweets, trafficResults One video received 320,000 views
6,200 downloads of Facebook appMany blog entriesProgram renewed for second year
![Page 35: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/35.jpg)
Case Study: Indium
Goal Generate LeadsTactic Targeted topical blogs; keyword repetitionMetrics Referrals; ConversionsResults Not revealed, but company has recently expanded from 15 to
85 blogs and added Facebook and Twitter presence
![Page 36: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/36.jpg)
Case Study: Dell
Goal Improve imageTactic Direct response to all Dell mentions on blogs and TwitterMetrics Sentiment analysisResults Negative comments reduced from 60% to 20% of online
mentions over six-month period
![Page 37: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/37.jpg)
Case Study: Catapult
Goal Generate LeadsTactic Multi-city event series driven by Facebook, LinkedIn, Twitter
promotion and event pages; Microsoft video contestMetrics Prospect registrationsResults More than 700 registrants for road show
Video selected by Microsoft for reseller keynote
![Page 38: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/38.jpg)
Case Study: Stanford University
Goal Increase alumni & student affinityBuild reputation as major research center
Tactic Facebook fan page with multimedia and broad participation from across university departments
Metrics Likes, comments, removed fans, media consumption, surveysResults Fan count grew from 11,500 to 41,100 in six months
% of prospective students, students and alumni citing favorable impact ranged from 70% to 90%
![Page 39: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/39.jpg)
Case Study: Sutter Medical Center
Goal Build support for new medical center to replace aging but popular building and reduce misinformation
Tactic Broad outreach through blogs and nearly every available social networking channel
Metrics # of mentions, Sentiment analysis, surveysResults Six months after program began, support levels for project
exceeded 90%
![Page 40: Unraveling the Mystery of Social Media ROI](https://reader036.vdocuments.site/reader036/viewer/2022062510/54b55ab14a7959925d8b46eb/html5/thumbnails/40.jpg)
Thank you!
Paul Gillin
508-656-0734
www.gillin.com
Twitter: pgillin
Available on Amazon or from
www.NewInfluencers.com
Available on Amazon or from www.SSMMbook.com
Subscribe to my free weekly
newsletter at gillin.com