Georgia takes a detailed look at why investment in Social Media is a justifiable spend for your business and what return on investment you can achieve from effectively utilising its channels.

1. Social Media and ROI
by @GeorgiaHalston

2. What I will be talking about
Why Business Needs Social
• Awareness/Authority
• SEO Benefit
• CRM
• The Social Arms Race
Social Reporting
• What you need to report on
• Social monitoring tools
• On-platform insights
• Google analytics
• DIY ROI

3. Why Business Needs Social

4. Awareness/Authority
Dumb Ways to Die
• The Public Transport Authority in Melbourne, Australia
• 41 million views on Youtube
• Tumblr featuring gifs from the video
• Microsite where you can buy the song on iTunes – 33k
Likes, 290 Tweets
• Remains within the collective consciousness http://b3.io/10uvayp
http://b3.io/ZD6Eu1

5. SEO Benefit

6. SEO Benefit
Sharing

7. SEO Benefit
Google+
• Authorship
• Optimising your G+ title tags
• Embedding post links
• Super fast URL crawl from a post

8. SEO Benefit
Google+
How to do it better
• Fill out your profile
• Post your content
• Search for authority figures
(http://www.circlecount.com/)
• Make connections – Google+
Communities

9. CRM
People Hate Call Centres
• Waiting times
• Pillar to post
• Confusing menus
• Calls being dropped
• Information lost in translation
• Cost
People do not stay quiet about it!

10. CRM
It’s all about testing
• Meticulously count the number of issues that come in
through social month on month
• Test the time of a social reply in comparison to a telephone
conversation
• Social CRM savings can be calculated by comparison
Benefits
• Automated replies that take seconds to make bespoke
• Sending links is much easier
• Gain followers through the DM process

11. The Social Arms Race
Where the brands are:
From Technorati Media

12. The Social Arms Race
Where the audience is:
Points to consider:
• What platforms are relevant to your
brand?
• How much time/resource can you
justify?
From Neilson

13. Social Reporting

14. What you need to report on
• From the very beginning you need to decide with your client what you want from
your social efforts:
o Followers?
o Engagement?
• Why?
o The why is far more important, you should always be asking this
o Never let someone tell you they want more followers without asking why

15. Social Monitoring Tools
The two sides of social monitoring
Social Listening
• Social Mention
• Radian 6
• Sysomos
• Social Radar
Monitoring your own platforms
• Social Report
• Followerwonk
• Sprout Social
• Adobe Social

16. Social Monitoring Tools
Social Mention

17. On-platform Insights
Facebook Twitter

18. On-platform Insights
YouTube Pinterest

19. Competitor Analysis
Never stop spying
• Keep up with engagement figures
• Check out their strategy
• Don’t be afraid to position yourself as the antidote to
another brand’s poison, social is a window in their world
and how their customers really feel

20. Google Analytics
Getting Started
The first thing you need to do in terms of setting up your analytics properly is to add your
social accounts so you can start accumulating traffic data from day one:

21. Google Analytics
Goals
Consider:
• Your onsite KPI’s
• Any on-action considered valuable to your company e.g. purchases on an e-commerce
site, filling in a contact form, carrying out a poll, clicking on a certain offer for more
information etc.
Your goal can be completely dependent on what you want for your company

22. Google Analytics
Goals
Example 1: A nascent organisation
looking for general brand awareness
through their social efforts.
• Traffic sources suffice

23. Google Analytics
Goals
Example 2: A larger, more established
company may be looking for say, more
interest in sign-ups to a form on their site.
Needs to be set up as a goal

24. Google Analytics
E-commerce
• E-commerce is a lot easier to track and will
give you a concrete ROI figure from social
referral through to conversion.
• You can track this by simply selecting the
Conversions tab in the social section of the
Traffic Sources menu.

25. Google Analytics
E-commerce
• Typically, this is the
sort of information
you will be faced
with:

26. Google Analytics
Non E-commerce Sites
• Refer back to you’re the client’s goals as a whole
• Your client or company should already be able to attribute a monetary value to on-site
actions
• Example: An enquiry form entry is worth on average £5 to your company or client.

27. Google Analytics
Social Campaign Management
• Google analytics it can be a lot easier.
• Using a tool like a URL builder, you can tag
URLs with a unique Urchin Tracking Module
(UTM)
• Attribute traffic to even a single tweet or
Facebook post.

28. Google Analytics
Paid Social Advertising
• You can tag URLs with a UTM to distinguish paid for advertising traffic:
• Analytics offers you a unique visitor insight

29. DIY ROI
Peer Index
• Rewards customers with a social scoring system
Building your own system
• Create interest
• Create brand ambassadors
• Create an on-going, meaningful relationship
• Nail down the value of a Like

30. DIY ROI
Channel 4’s Scrapbook
• Stylised for its audience
• Mimics pin board elements
of Pinterest
• Keeps their audience
engaged online
• Gives an insight into their
audience with rich data
being stored

31. Questions?
• Georgia.halston@branded3.com
• @georgiahalston on Twitter

32. Resources
• Google Analytics URL Builder - http://b3.io/13P86z4
• Google Analytics Social Reports - http://www.google.com/analytics/features/social.html
• Peer Index - http://www.peerindex.com/
• Social Mention - http://socialmention.com/
• Radian 6 - http://www.salesforcemarketingcloud.com/
• Sysomos - http://www.sysomos.com/products/overview/heartbeat/
• Social Report - http://www.socialreport.com/
• Followerwonk - https://followerwonk.com/
• Sprout Social - http://sproutsocial.com/
• Adobe Social - http://b3.io/13RdBNM
• On Hold With - http://onholdwith.com/