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Jim Tobin
@jtobin

Measuring Social Media Marketing
Select Clients
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16
Measuring Social Media
Remember:
Measurement Aligns with Goals
• Awareness
– Building awareness of a product or service

• Website Traffic and Goal Conversions
– Driving traffic to a website and particular goal pages

• Email Registrations
– Encouraging people to register for CRM programs such as email

• Online Mentions and Share of Voice
– How often are people talking about your brand

• PTAT
– Should Facebook’s metric be used?

• Sentiment
– Changing opinions in a measurable way
Awareness
• Impressions

How to calculate views

Organic views

Via Insights
Challenges with impressions
(Potential? Estimated?)

Now shows impressions
Web Traffic and Goal Pages
Direct

Search

Social

Goal
Pages
Email Registrations
Dodge Defiance

Objective:

Leverage the media
partnership between
Dodge and the SyFy
channel and Trion video
game Defiance, which
both used the Dodge
Charger and Challenger.
Dodge Defiance
Strategy: A gamification sweepstakes that followed closely the
events in the SyFy show, and encouraged sharing in order to win
a chance at a grand prize.
Dodge Defiance
Dodge Defiance
Dodge Defiance
Defiance Arkfalls Sweepstakes
Dodge Defiance Sweepstakes:
270M brand impressions
231K new Facebook Fans
167K blog page views (5/9-6/25)
52% opt-in rate for Dodge comm.
Online Mentions and Share of Voice
PTAT
Sentiment
ROI or Social Value
About Social Media “ROI”
http://bit.ly/IgROIVideo
Six models of social media marketing ROI
• The Amplification Model:
– how much would it cost to buy these impressions/social actions through paid media?

• Value of Social Traffic versus Display:
– how much does it cost to get a visitor to your site via social promotions versus display
advertising?

• Quality of Visitors from Social Media:
– how well do the visitors being driven to a site via social media perform?

• Revenue from Facebook Fans Model:
– how much incremental revenue do Facebook fans generate?

• Revenue from Social Media Marketing:
– how many sales can be attributed to your social media marketing programs?

• Social Promotions Sales ROI:
– how many sales can be attributed to a special social media marketing promotion?
The Amplification Model
Calculates the value of the following:

In a given time period, we generated:

1)
2)
3)
4)
5)
6)
7)

Facebook Organic Impressions
Clicks on Facebook Links
Twitter Impressions
Clicks on Twitter Links
Organic YouTube Views
Blog Page Views
Online Brand Impressions

1) 75,442,874 Organic Impressions

Using Data from:

On a spend of:
• $1,660,000 (Agency fees and all expenses)

A)
B)
C)
D)

Industry data on CPM for targeted online buys ($8
CPM)
Industry average for cost-per-click advertising
($0.58 per click)
Average cost per view for promoted YouTube videos
($0.20 per view)
Parts of “Social Equivalent Ad Value Model” created
by Tourism Ireland (http://scr.bi/KjPwEd)

(Facebook and Twitter only)

2) 4,849,246 Social Actions (Links clicked, brand
mentions, organic YouTube views, blog page views)

With a value of:
• $2,021,627.27

For a Purchase Equivalency of:
• $1.21 for every $1 spent
Value of Social Traffic versus Display

http://www.ignitesocialmedia.com/social-media-stats/social-media-campaigns-vs-banner-ads/
Quality of Visitors from Social Media

Description
Pages per Visit

1.57

2.84

Delta
Social = 1.8x more visitors

Time on Site

0:40

2:18

Social = 3.45x more time on site

Bounce Rate

81.40%

45.46%

Social = 44% lower bounce rate

3,098

12,603

Social = 4x more goal conversions

Goal Conversions

Display

Social
Revenue from Facebook Fans Model
•
•

Social media is great at driving vast amounts of conversation. Conversation that gets seen.
Facebook fans are better advocates, and better customers, than non-fans.

Description
Net New Facebook Fans
% Likely to Consider, Fan
% More Likely to Purchase
Since Becoming a Fan
Price of Product
Purchases per Year
# of New Facebook Fans Who
Are New Customers
Total Estimated Revenue
(Year)

Number
Notes
283,786 For a year
69% Blackberry is closest analogous brand in
16%

this case
Conservative estimate from the 2011
Chadwick Martin Bailey Consumer Pulse

$250 Fictitious, changed from actual client
0.33
31,330

$2,584,722.89

example
Fictitious, changed from actual client
example
New Fans * % Likely to Purchase * %
More Likely to Purchase Since Becoming
a Fan
New Fans Who Are New Customers *
Price of Product * Purchases per Year

Likely to Buy Same Brand Again
Source: Facebook
60%

55%

53%

50%
40%

36%

37%

30%

Owner + Fan

20%

Owner, Not Fan

10%
0%

Brand A

Brand B
Revenue from Social Media Marketing

Visitors to Goal Pages
Products Sold

Number
4,830,827 In a given time period

Notes

345,324 For the same time period

Goal Pages/Sale:

13.989

Social Media Traffic to Goal Pages

27,716 Visitors from social networks, blogs, etc. who landed on one of
the goal pages in the time period
1,981 Social media traffic to goal pages / (goal pages/sale)

Products “Sold” Through Social
Average Sales Price per Product
Revenue from Social “Sales”
Cost of Social Media Marketing
ROI

$135 Revenue during the period / unit sales during the period
$267,435 Products “Sold” x Average Sales Price
$97,500 For the same time period
$1.74 (Revenue – Cost) / Cost
Social Promotions Sales ROI

Total Cost of Promotion
# of Goal Page Completions

Goal Pages per Sale
Products “Sold” Through Social
Revenue from Social “Sales”
ROI

Number
$195,404 Including ads

Notes

34,812 Use actual if it can be tracked with tracking links. If not, measure
“above baseline” during tracking period. Counting unique visitors
would be best.
13.989 From model above
2,489 Goal page completions / goal pages per sale
$336,015 Products “Sold” x Average Sales Price of $135
$0.72 (Revenue – Cost) / Cost
Maintain Your Balance
Balanced Approach
Earned

The social current
that carries the
message

Ignite takes over

Paid
Paid

A driver and
amplifier of growth
and reach

Owned

Amplified
Success

Both a driver and
benefiter of social
efforts

93:1 ROI
Organic Exposures Are Better

76%
Lift

28%
Lift
Organic Exposures Are Better

6x
More
Pages

2x
More
Pages
Organic Exposures Are Better

55%
Lift

No
Lift
Take Home Messages
Jim Tobin
jim@ignitesocialmedia.com
919.653.2582
@jtobin

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Measuring Social Media Marketing

  • 5. Measurement Aligns with Goals • Awareness – Building awareness of a product or service • Website Traffic and Goal Conversions – Driving traffic to a website and particular goal pages • Email Registrations – Encouraging people to register for CRM programs such as email • Online Mentions and Share of Voice – How often are people talking about your brand • PTAT – Should Facebook’s metric be used? • Sentiment – Changing opinions in a measurable way
  • 6. Awareness • Impressions How to calculate views Organic views Via Insights Challenges with impressions (Potential? Estimated?) Now shows impressions
  • 7. Web Traffic and Goal Pages Direct Search Social Goal Pages
  • 9. Dodge Defiance Objective: Leverage the media partnership between Dodge and the SyFy channel and Trion video game Defiance, which both used the Dodge Charger and Challenger.
  • 10. Dodge Defiance Strategy: A gamification sweepstakes that followed closely the events in the SyFy show, and encouraged sharing in order to win a chance at a grand prize.
  • 14. Defiance Arkfalls Sweepstakes Dodge Defiance Sweepstakes: 270M brand impressions 231K new Facebook Fans 167K blog page views (5/9-6/25) 52% opt-in rate for Dodge comm.
  • 15. Online Mentions and Share of Voice
  • 16. PTAT
  • 18. ROI or Social Value
  • 19. About Social Media “ROI” http://bit.ly/IgROIVideo
  • 20. Six models of social media marketing ROI • The Amplification Model: – how much would it cost to buy these impressions/social actions through paid media? • Value of Social Traffic versus Display: – how much does it cost to get a visitor to your site via social promotions versus display advertising? • Quality of Visitors from Social Media: – how well do the visitors being driven to a site via social media perform? • Revenue from Facebook Fans Model: – how much incremental revenue do Facebook fans generate? • Revenue from Social Media Marketing: – how many sales can be attributed to your social media marketing programs? • Social Promotions Sales ROI: – how many sales can be attributed to a special social media marketing promotion?
  • 21. The Amplification Model Calculates the value of the following: In a given time period, we generated: 1) 2) 3) 4) 5) 6) 7) Facebook Organic Impressions Clicks on Facebook Links Twitter Impressions Clicks on Twitter Links Organic YouTube Views Blog Page Views Online Brand Impressions 1) 75,442,874 Organic Impressions Using Data from: On a spend of: • $1,660,000 (Agency fees and all expenses) A) B) C) D) Industry data on CPM for targeted online buys ($8 CPM) Industry average for cost-per-click advertising ($0.58 per click) Average cost per view for promoted YouTube videos ($0.20 per view) Parts of “Social Equivalent Ad Value Model” created by Tourism Ireland (http://scr.bi/KjPwEd) (Facebook and Twitter only) 2) 4,849,246 Social Actions (Links clicked, brand mentions, organic YouTube views, blog page views) With a value of: • $2,021,627.27 For a Purchase Equivalency of: • $1.21 for every $1 spent
  • 22. Value of Social Traffic versus Display http://www.ignitesocialmedia.com/social-media-stats/social-media-campaigns-vs-banner-ads/
  • 23. Quality of Visitors from Social Media Description Pages per Visit 1.57 2.84 Delta Social = 1.8x more visitors Time on Site 0:40 2:18 Social = 3.45x more time on site Bounce Rate 81.40% 45.46% Social = 44% lower bounce rate 3,098 12,603 Social = 4x more goal conversions Goal Conversions Display Social
  • 24. Revenue from Facebook Fans Model • • Social media is great at driving vast amounts of conversation. Conversation that gets seen. Facebook fans are better advocates, and better customers, than non-fans. Description Net New Facebook Fans % Likely to Consider, Fan % More Likely to Purchase Since Becoming a Fan Price of Product Purchases per Year # of New Facebook Fans Who Are New Customers Total Estimated Revenue (Year) Number Notes 283,786 For a year 69% Blackberry is closest analogous brand in 16% this case Conservative estimate from the 2011 Chadwick Martin Bailey Consumer Pulse $250 Fictitious, changed from actual client 0.33 31,330 $2,584,722.89 example Fictitious, changed from actual client example New Fans * % Likely to Purchase * % More Likely to Purchase Since Becoming a Fan New Fans Who Are New Customers * Price of Product * Purchases per Year Likely to Buy Same Brand Again Source: Facebook 60% 55% 53% 50% 40% 36% 37% 30% Owner + Fan 20% Owner, Not Fan 10% 0% Brand A Brand B
  • 25. Revenue from Social Media Marketing Visitors to Goal Pages Products Sold Number 4,830,827 In a given time period Notes 345,324 For the same time period Goal Pages/Sale: 13.989 Social Media Traffic to Goal Pages 27,716 Visitors from social networks, blogs, etc. who landed on one of the goal pages in the time period 1,981 Social media traffic to goal pages / (goal pages/sale) Products “Sold” Through Social Average Sales Price per Product Revenue from Social “Sales” Cost of Social Media Marketing ROI $135 Revenue during the period / unit sales during the period $267,435 Products “Sold” x Average Sales Price $97,500 For the same time period $1.74 (Revenue – Cost) / Cost
  • 26. Social Promotions Sales ROI Total Cost of Promotion # of Goal Page Completions Goal Pages per Sale Products “Sold” Through Social Revenue from Social “Sales” ROI Number $195,404 Including ads Notes 34,812 Use actual if it can be tracked with tracking links. If not, measure “above baseline” during tracking period. Counting unique visitors would be best. 13.989 From model above 2,489 Goal page completions / goal pages per sale $336,015 Products “Sold” x Average Sales Price of $135 $0.72 (Revenue – Cost) / Cost
  • 28. Balanced Approach Earned The social current that carries the message Ignite takes over Paid Paid A driver and amplifier of growth and reach Owned Amplified Success Both a driver and benefiter of social efforts 93:1 ROI
  • 29. Organic Exposures Are Better 76% Lift 28% Lift
  • 30. Organic Exposures Are Better 6x More Pages 2x More Pages
  • 31. Organic Exposures Are Better 55% Lift No Lift