The ROI of Social Media

ROI of Social Media Dorian Benkoil! Teeming Media! (Attract, Engage, Activate)! @DBenk! Jan. 2012

Roi Of Social MediaFrom a Publisher’s Perspective:!Does the beneﬁt justify the cost?! ! Monitoring! ! Calculating! ! Understanding!Less obvious! ! Beneﬁts! ! Costs! ! What are they?!Pointers!Real-World ! ! Examples! ! Tools © 2012

Impact of Social Media

What’s a Pageview Worth? • RPM! Placements per page! ! # Ad ! CPM per placement! ! Total placements! ! Average Sell Through Per Placement (percentage)! ! Other revenue! - eCommerce! - events! - etc. © 2012

The Value Every 1,000 pageviews = $40! ! Facebook! 64,329 pageviews / 1,000 = 64.329!64.329 * $40 = $2,585.55!! Twitter! 5,331 pageviews / 1,000 = 5.331!5.331 * $40 = $213.26! ! Direct! 80,299 Visits X x 50% = 8,387 *2.11 = 17,697 pageviews! 17,697 pageviews / 1,000 = 17.7! 17.7 * $40 = $707.88! ! © 2012

Lifetime Value• Equal to the revenue accrued to a user over their entire relationship with the site (or product)! !• Calculate average:! ! Number of visits / month! ! * Pageviews per visit! ! * Number of months! !• Segment New Visitors! ! How many become repeat visitors! ! What is their lifetime value?! ! Add that to totals © 2012

More Beneﬁts• It’s great CRM! ! Outreach! ! Understanding! ! Community!• Information gathering! ! Tips, trends, info! ! Who’s reading and how! ! What’s working and not?! ! Other social media! ! Competition! ! Inﬂuencers bit.ly/jE0SEo! ! MediaShift . A Twitter Timeline on the Killing of Osama Bin Laden | PBS! 205 " Clicks" This bitly link bit.ly/jE0SEo was added by markglaser © 2012

You Can Improve• Revenue Performance $20 CPM! $25 CPM! $5 eCPM! ! $50 total! X 80% of pages! X100% sellthrough! ! $40 average RPM! $45?• More Revenue (from ad impressions, memberships, contributions, etc.)! • Can you show that membership or contributions grow as friends/follows/likes/circles do? © 2012

Expenses• Staff Costs Can Be Decreased! ! Reporters, Editors, Executives, others integrate it into their workdays!• Relative to other outreach! ! Advertising! ! Paid PR! ! Guerrilla Techniques!• Automation Can Reduce Cost. Example tools! ! “Share This”! ! SocialOomph! ! Auto Tweeter! ! Measured Voice! ! Social Flow! ! Tweetdeck plugins! ! Hootsuite! ! Co-Tweet! ! ... © 2012

Still More ‘ROI’• Helps traditional? Numbers or demographics!• Measurement:"! • Demographic data! • Trends, including correlation with viewership, membership, contributions! • Growth!• Qualitative: !• Fulﬁllment of Mission (eg, spreading information to community or otherwise serving and connecting community)!• Sentiment!• Production Tool: story ideas, contacts © 2012

Tips & Force Multipliers• Learn what-works! More clever? Quotations? Controversy?! !Wording headlines? ! Time of day! ! Spacing! ! Volume! ! Twitter vs. Facebook vs. Google+ (etc.): Note engagement factors, too.! ! Other social media!• Technology! - but not spam! ! automation ! bookmarklets!• Repeats!of day! !times ! language! ! calling out different aspects of story!• Add to value - tips, links! Don’t just push yours out.! !Add conversation. ! Have personality! ! Show appreciation! ! Engender trust and gratitude! ! Learn the lingo and customs! ! Let people know when you Tweet something they did “@” them!• More advanced!Bit.ly handle?! !Get your own ! Web analytics tags? © 2012

ROI of Social Media Dorian Benkoil! TeemingMedia.com! @DBenk! Jan. 20I2!

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The ROI of Social Media

by Dorian Benkoil

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