#SIPASocial             Measuring the Impact of                            Social Media                   S I PA A n n u a...
The Questions                   What are you measuring and why?                   How are you measuring?                  ...
What are you measuring?www.astekweb.com                             © 2012 Astek Consulting LLC
What are You Measuring?               Product               Service               Event               Brandwww.astekweb.co...
Your Platforms to Measure               Facebook               Twitter               Blog               LinkedIn          ...
What Provides Better ROI               Facebook               Twitter               Blog               LinkedIn           ...
The Numbers               Facebook                 Average user is connected to 80                 community pages, groups...
The Numbers               Twitter                 31,017,254 unique visitors over the                 past 6 months       ...
The Numbers               YouTube                 YouTube is the second largest                 search engine on the web  ...
BUT…               Are YOUR readers and customers               engaging on those platforms?                            AN...
Research and Pick Your Platform(s)www.astekweb.com                          © 2012 Astek Consulting LLC
Research and Pick Your Platform(s)               Platforms for:                  Current Audience                  Prospec...
How are you measuring?www.astekweb.com                            © 2012 Astek Consulting LLC
A to B to C to Goal                   Click                                     Click                           Social    ...
Think in Campaigns               General Engagement               Newsletters               Webinars               Purchas...
Case Study: Drive for Innovationwww.astekweb.com                       © 2012 Astek Consulting LLC
Case Study: Drive for Innovation          Goals            Gain new leads                Register to follow the editor of ...
Case Study: Drive for Innovationwww.astekweb.com                       © 2012 Astek Consulting LLC
Case Study: Drive for Innovationwww.astekweb.com                       © 2012 Astek Consulting LLC
It Doesn’t Have to Be Temporarywww.astekweb.com                      © 2012 Astek Consulting LLC
It Doesn’t Have to Be Temporarywww.astekweb.com                      © 2012 Astek Consulting LLC
Oh the Tools…               For Clicks           For Listening                 Google Analytics     Radian6               ...
The Path & Its Platforms                      Click                    (Argyle)                                           ...
I have data! Now what?www.astekweb.com                            © 2012 Astek Consulting LLC
Even MORE Tools…               For Translation   Making it Pretty                 SocialBro        Argyle                 ...
Example: Increasing Your Content Circulationwww.astekweb.com                               © 2012 Astek Consulting LLC
Example: Know Your Audiencewww.astekweb.com                   © 2012 Astek Consulting LLC
Example: Blogger Outreach for Incentive                                        Find Bloggers   Listening/Engagement       ...
If You Want to Do the Math                    (Results - costs) ÷ costs = ROI               What we mean by cost:         ...
If You Want to Do the Math                           (Results - costs) ÷ costs = ROI               What we mean by results...
Case Study: Make a Wish               Goals                 Increase visitor loyalty                 Gain more subscriptio...
Case Study: Make a Wish               Benchmarks                 Donations                 Volunteers                 Wish...
Case Study: Make a Wishwww.astekweb.com                    © 2012 Astek Consulting LLC
Do the Math Regularly               Set a baseline to measure from               Stalk those clicks               Measure ...
Don’t Believe The Lieswww.astekweb.com                            © 2012 Astek Consulting LLC
Social Media: The Lies               ROI doesn’t matter               Social media is free               Social media is a...
Social Media: The Truth               You’re spending time and money on this               – you want proof that it’s wort...
Now that I’ve completely                     overwhelmed you…www.astekweb.com                              © 2012 Astek Co...
Start with the basics and GO               Select your goals               Add benchmarks to those goals               Pic...
Thank You!                   Rachel.Yeomans@AstekWeb.com                     Twitter.com/RachelYeomans                    ...
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How to Measure the Impact of Social Media

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How do you measure the impact of social media for B2B? Tips, tools and processes are showcased in this power point, presented by Rachel Yeomans of Astek during the 2012 Annual Conference for the Specialty Information Publishers Association.

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  • http://www.smartbrief.com/hosted/smartbook_roi.pdf
  • List off platforms verbally under each category appropriate for publishing industry – current: LinkedIn, blog; prospective: Twitter, YouTube; SEO: Pinterest, Google+, Flickr,Instagram
  • It’s not just about one click on a tweet, it’s about the path on how someone gets from your messaging to the end result (note: one of these goals should always be overall engagement and brand presence – it is about conversation remember?)
  • You can’t measure something if it doesn’t have a beginning and an end; even with general engagement, have monthly touch-base meetings to measure progress from the previous month – then you can have month-to-month views and goals
  • UBM Electronics and AvnetExpress (a technology, marketing, distribution & services company) partnered – program is designed to showcase innovation and automotive system design anchored by a cross-country journey in a Chevy Volt 1 12-month initiative will celebrate innovative people, products and places in electronics & technology
  • The total reach of the Drive for Innovation program isreflected in gross impressions and clicks against Avnet’s investment. *calculation based on value of individual program components including promotion, PR, and audience engagement efforts Omniture
  • http://www.convinceandconvert.com/web-site-analytics-and-metrics/the-hitchhikers-guide-to-to-tracking-website-engagement/ - add the daily instance of each action and divide it by the site’s total visitor counts
  • look at cost savings throughout the organization. If you lower your cost per lead, improve the efficiency of your customer service or attract qualified new hires using social tools, you’re generating ROI.
  • * look at cost savings throughout the organization. If you lower your cost per lead, improve the efficiency of your customer service or attract qualified new hires using social tools, you’re generating ROI.* The process of calculating the costs and benefits of social media vary depending on your tactics and goals.
  • How to Measure the Impact of Social Media

    1. 1. #SIPASocial Measuring the Impact of Social Media S I PA A n n u a l C o n f e r e n c e 2 0 1 2 Rachel Yeomans Marketing Director | Social Media Astekwww.astekweb.com © 2012 Astek Consulting LLC
    2. 2. The Questions What are you measuring and why? How are you measuring? I have data! Now what?www.astekweb.com © 2012 Astek Consulting LLC
    3. 3. What are you measuring?www.astekweb.com © 2012 Astek Consulting LLC
    4. 4. What are You Measuring? Product Service Event Brandwww.astekweb.com © 2012 Astek Consulting LLC
    5. 5. Your Platforms to Measure Facebook Twitter Blog LinkedIn Instagram / Flickr Pinterest YouTube Tout/Viddy Podcastwww.astekweb.com © 2012 Astek Consulting LLC
    6. 6. What Provides Better ROI Facebook Twitter Blog LinkedIn Instagram / Flickr Pinterest YouTube Tout/Viddy Podcastwww.astekweb.com © 2012 Astek Consulting LLC
    7. 7. The Numbers Facebook Average user is connected to 80 community pages, groups & events Global Audience: 656,870,980 US Audience is 23% of Global 8,695,560,138 visits/month Data from Compete.comwww.astekweb.com © 2012 Astek Consulting LLC
    8. 8. The Numbers Twitter 31,017,254 unique visitors over the past 6 months 59,471 websites refer traffic to Twitter 1,399,127,428 average number of visits/month from December- February Data from Compete.com&Quantcastwww.astekweb.com © 2012 Astek Consulting LLC
    9. 9. The Numbers YouTube YouTube is the second largest search engine on the web 50% of YouTube’s 300 million users go at least once a week Data from engaugemediawww.astekweb.com © 2012 Astek Consulting LLC
    10. 10. BUT… Are YOUR readers and customers engaging on those platforms? AND Are your POTENTIAL readers and customers?www.astekweb.com © 2012 Astek Consulting LLC
    11. 11. Research and Pick Your Platform(s)www.astekweb.com © 2012 Astek Consulting LLC
    12. 12. Research and Pick Your Platform(s) Platforms for: Current Audience Prospective Audience SEOwww.astekweb.com © 2012 Astek Consulting LLC
    13. 13. How are you measuring?www.astekweb.com © 2012 Astek Consulting LLC
    14. 14. A to B to C to Goal Click Click Social Media Click Thank You Message: Page with Website At 1pm hear Click embedded Online Landing from Expert Click ebook or Ads Page on increasing related (Live Online your web articles with Chat) traffic. discount Email Click Click Clickwww.astekweb.com © 2012 Astek Consulting LLC
    15. 15. Think in Campaigns General Engagement Newsletters Webinars Purchases Eventswww.astekweb.com © 2012 Astek Consulting LLC
    16. 16. Case Study: Drive for Innovationwww.astekweb.com © 2012 Astek Consulting LLC
    17. 17. Case Study: Drive for Innovation Goals Gain new leads Register to follow the editor of the magazine and his journey SEO and brand growth Blog posts and video from the journey Showcasing expertise Featured technical information about the Volt and automotive engineering & electric vehicles in general Keep those new leads coming back Weekly incentives & gameswww.astekweb.com © 2012 Astek Consulting LLC
    18. 18. Case Study: Drive for Innovationwww.astekweb.com © 2012 Astek Consulting LLC
    19. 19. Case Study: Drive for Innovationwww.astekweb.com © 2012 Astek Consulting LLC
    20. 20. It Doesn’t Have to Be Temporarywww.astekweb.com © 2012 Astek Consulting LLC
    21. 21. It Doesn’t Have to Be Temporarywww.astekweb.com © 2012 Astek Consulting LLC
    22. 22. Oh the Tools… For Clicks For Listening Google Analytics Radian6 Omniture Sysomos Hubspot SM2 Argyle Social CustomScoop Bit.ly SproutSocial Complete List: http://bit.ly/stmjRFwww.astekweb.com © 2012 Astek Consulting LLC
    23. 23. The Path & Its Platforms Click (Argyle) Click & Listening & Click Conversion Click Listening (Argyle) (Argyle & (Sprout (Sprout Social) Google Social & Analytics) Argyle) Click (Argyle)www.astekweb.com © 2012 Astek Consulting LLC
    24. 24. I have data! Now what?www.astekweb.com © 2012 Astek Consulting LLC
    25. 25. Even MORE Tools… For Translation Making it Pretty SocialBro Argyle Sprout Social Google Hubspot Drawing Twenty Feet Adobe Hoot Suite Acrobat Pro CustomScoop SproutSocialwww.astekweb.com © 2012 Astek Consulting LLC
    26. 26. Example: Increasing Your Content Circulationwww.astekweb.com © 2012 Astek Consulting LLC
    27. 27. Example: Know Your Audiencewww.astekweb.com © 2012 Astek Consulting LLC
    28. 28. Example: Blogger Outreach for Incentive Find Bloggers Listening/Engagement Landing Trackable Link Page Blogger’s Your blog Your Social Blogger Email Social posts Media posts Media Same Trackable Link Data Dump Reportwww.astekweb.com © 2012 Astek Consulting LLC
    29. 29. If You Want to Do the Math (Results - costs) ÷ costs = ROI What we mean by cost: Content creation Training Software/Tools Labor HINT: If you don’t outsource or hire internally, take their daily rate and divide by the amount of time per day on social mediawww.astekweb.com © 2012 Astek Consulting LLC
    30. 30. If You Want to Do the Math (Results - costs) ÷ costs = ROI What we mean by results: Identify your key metrics Total sales Select your performance baselines for the metrics Number of transactions Average order size Cost per acquisition Don’t forget about cost savings! Influence Focus on customer loyalty programs and referrals for outgoing influence tracking This is where listening tools come into play!www.astekweb.com © 2012 Astek Consulting LLC
    31. 31. Case Study: Make a Wish Goals Increase visitor loyalty Gain more subscriptions Earn content shares Visitor promotion Receive page views of critical pageswww.astekweb.com © 2012 Astek Consulting LLC
    32. 32. Case Study: Make a Wish Benchmarks Donations Volunteers Wish Referralswww.astekweb.com © 2012 Astek Consulting LLC
    33. 33. Case Study: Make a Wishwww.astekweb.com © 2012 Astek Consulting LLC
    34. 34. Do the Math Regularly Set a baseline to measure from Stalk those clicks Measure Sentiment Do one, do two, do all three!www.astekweb.com © 2012 Astek Consulting LLC
    35. 35. Don’t Believe The Lieswww.astekweb.com © 2012 Astek Consulting LLC
    36. 36. Social Media: The Lies ROI doesn’t matter Social media is free Social media is all about sales All social media is measurable The math is simplewww.astekweb.com © 2012 Astek Consulting LLC
    37. 37. Social Media: The Truth You’re spending time and money on this – you want proof that it’s worth it Social media takes a lot of time,resources, and yes - money Social media is about engagement and savings Conversations are not clicks The math changes per equationwww.astekweb.com © 2012 Astek Consulting LLC
    38. 38. Now that I’ve completely overwhelmed you…www.astekweb.com © 2012 Astek Consulting LLC
    39. 39. Start with the basics and GO Select your goals Add benchmarks to those goals Pick your tools Listening Clicks Reporting Set up a schedule Set expectations Get going!www.astekweb.com © 2012 Astek Consulting LLC
    40. 40. Thank You! Rachel.Yeomans@AstekWeb.com Twitter.com/RachelYeomans Twitter.com/AstekWeb LinkedIn.com/in/RachelYeomanswww.astekweb.com © 2012 Astek Consulting LLC
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