• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Social Media ROI - B2B Marketing Summit - James Fairweather
 

Social Media ROI - B2B Marketing Summit - James Fairweather

on

  • 1,889 views

 

Statistics

Views

Total Views
1,889
Views on SlideShare
1,742
Embed Views
147

Actions

Likes
0
Downloads
25
Comments
0

3 Embeds 147

http://www.jamesfairweather.co.uk 137
https://twitter.com 8
http://www.linkedin.com 2

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Social Media ROI - B2B Marketing Summit - James Fairweather Social Media ROI - B2B Marketing Summit - James Fairweather Presentation Transcript

    • Social Media MeasurementProving ROI and Measuring Social in the B2B Environment.James Fairweather of Coast DigitalMarketing you can measure TM @J_Fairweather
    • Where are we with social now?•The B2B sector has embraced social media.•We‟re getting customer service and support right.•Many are struggling moving towards acquisition & lead generation.Marketing you can measure TM @J_Fairweather
    • Measuring Success is keySome of the challenge lies in the breadth of social; • Customer service • Marketing & PR • Market research • Business development • HR & RecruitmentThe difficulty is in selecting relevant metrics beyond followers and shares torepresent success in these areas.Marketing you can measure TM @J_Fairweather
    • Measuring Success•Marketers are still unsure how to calculate social media ROI.•The bigger picture; would you measure the ROI from your telephone line?•B2B marketers need to understand the value in what people are doing to justifyresource on social media.•Biggest mistake is not considering what success and failure look like earlyenough. IBM mantra; Fail, fast.Marketing you can measure TM @J_Fairweather
    • What are people measuring?•Confusion between social media data, metrics (and KPIs) for ROI•Last touch & direct conversion metrics.•Vanity metrics.Marketing you can measure TM @J_Fairweather
    • Vanity Metrics•Follows•Number of „Fans‟•Likes•Shares• Visits•„Influence‟ scores like KloutMarketing you can measure TM @J_Fairweather
    • Vanity Metrics – Some Pitfalls•Hundreds of distracting social data points to wade through.•Most of this data is actually nothing but “data puke”. - Avinash Kaushik•Analysing this data is risky - they can hide the insights needed to understandwhat actions to take.•They can be relevant, however they don‟t always represent reality and misleadfrom meaningful measurement.Marketing you can measure TM @J_Fairweather
    • Vanity Metrics – Some Pitfalls•Reach, isn‟t really powerful unless you consider ‘influencer identification‟.•Discover the most influential people in your networks and map them.•Go on to build relationships online with those people.•Track the quality of these engagements.Marketing you can measure TM @J_Fairweather
    • Vanity Metrics – Some PitfallsThere can be a place for vanity metrics as part of a set of KPI‟s alongside other data.Look into some of the metrics within those tools, for example;1. Reach & velocity.2. # Of Retweets Per Thousand Followers, as measure of efficiency.3. Messages Per Outbound Message, a measure of two way conversation, not just broadcast.Marketing you can measure TM @J_Fairweather
    • Last Touch Analytics• Last touch attribution doesn‟t allow Social Media activity to be credited with keeping conversation going and leads „warm‟.• If the final „visit‟ to the site isn‟t from a social source, last touch model doesn‟t credit it at all.Marketing you can measure TM @J_Fairweather
    • What should you really be doing? • Map metrics to business objectives • Some metrics to consider • Consider impact of social on SEO • Create effective dashboards • Use the right toolsMarketing you can measure TM @J_Fairweather
    • Map Metrics to Business Objectives•Focus on choosing a few metrics to use as your KPI‟s in the context of yourbusiness.•These should form the basis of your measurement framework and will map backto your business and marketing goals.•These KPI‟s should lead to action!Marketing you can measure TM @J_Fairweather
    • Map Metrics to Business Objectives•Consider the impact of having a great customer service team.•What is the ROI from not losing a customer?•Or reducing your volume of call centre complaint calls by 50%.These are tangible objectives and have associated costs and savings.ROI calculation needs to account for how much better your customerservice is.Marketing you can measure TM @J_Fairweather
    • How do IBM do it?IBM look at 4 metrics and not a vanity metric in sight! 1) # of leads 2) $ leads 3) Win revenue 4) Win rate„Listening for leads‟ casr study; seeking out leads on twitter for IBM;http://www.emarketer.com/blog/index.php/case-study-ibm-drives-millions-dollars-worth-sales-leads-social-media/Marketing you can measure TM @J_Fairweather
    • What should you really be doing? • Map metrics to business objectives • Some metrics to consider • Consider impact of social on SEO • Create effective dashboards • Use the right toolsMarketing you can measure TM @J_Fairweather
    • Some metrics to considerVolume of conversation and share of voice – what proportions?Social graphing - tools like Rapleaf can analyse your email databaseSentiment - analyse conversations around how your brand is portrayed.Paid Value of Traffic – what cost might equivalent paid traffic be?On site impact on social – do social visitors behave differently on site?Lost Customer Value - what impact does a lost customer have socially?Customer Lifetime Value – consider the impact of increased CLV.Marketing you can measure TM @J_Fairweather
    • Planning a strategy1. Review and learn what works. Keep testing, React and refine.2. Use A/B testing where you can to optimise performance.3. Drop things that don‟t work and invest in a steady stream of new initiatives.4. Always consider time as a key component. Social data may be instantly available, but building a brand is a timely process.5. Establish milestones and re-evaluate regularly.Marketing you can measure TM @J_Fairweather
    • What should you really be doing? • Map metrics to business objectives • Some metrics to consider • Consider impact of social on SEO • Create effective dashboards • Use the right toolsMarketing you can measure TM @J_Fairweather
    • Social as a ranking signal for SEOMarketing you can measure TM @J_Fairweather
    • 300 million twitter users. Over 845 Million active Facebook users. 170 million Google Plus sign-ups. Search engines can‟t afford to ignore this volume of usage.Marketing you can measure TM @J_Fairweather
    • “In the past year, traffic from social has grown from 3% - 27%” via @timgentryMarketing you can measure TM @J_Fairweather
    • Social as a ranking signal for SEO “We do look at the social authority of a user. This can add a little weight to a listing in regular search results.” “Yes, we do use it as a signal. It is used as a signal in our organic and news rankings.” “The purpose of any ranking signal is to improve overall search quality. For +1’s and other social ranking signals, as with any new ranking signal, we‟ll be starting carefully and learning how those signals are related to quality.”Marketing you can measure TM @J_Fairweather
    • Social Media Optimisation What are the effects of this cross-over now?Marketing you can measure TM @J_Fairweather
    • Social Media Optimisation Source: www.branded3.comMarketing you can measure TM @J_Fairweather
    • What should you really be doing? • Map metrics to business objectives • Some metrics to consider • Consider impact of social on SEO • Create effective dashboards • Use the right toolsMarketing you can measure TM @J_Fairweather
    • Use effective dashboards1. Establish your analytics suite and form a good work-flow process2. There are hundreds of tools and dashboards out there. Trial and test to find the ones that work for you.3. Establish a good mix of tools & services that can form your measurement toolbox and automate where you can.4. Some can integrate with CRM and other internal systems.Don’t forget: social media monitoring is about a "team" rather than a "tool"Marketing you can measure TM @J_Fairweather
    • An example strategyMetrics KPI’s Dashboard – ROI Reporting Reach KPI Reduced Phone Reliance KPI Shares KPIMarketing you can measure TM
    • What should you really be doing? • Map metrics to business objectives • Some metrics to consider • Consider impact of social on SEO • Create effective dashboards • Use the right toolsMarketing you can measure TM @J_Fairweather
    • Tools & TakeoutsThe key to getting Social media „right‟ is more in strategy rather than the toolset.In many ways, social monitoring is about a "team" rather than a "tool“.However.... there are good services out there that can speed the managementside of social media up.“Only 23% of UK marketers said they were able to update multiple channels fromone dashboard.” (Econsultancy)Marketing you can measure TM @J_Fairweather
    • Google Analytics Social ReportingMarketing you can measure TM @J_Fairweather
    • Google Analytics Multi Channel GoalsMarketing you can measure TM @J_Fairweather
    • Identifying Influential FollowersTools & TakeoutsMarketing you can measure TM @J_Fairweather
    • Tools & Takeouts – Some useful toolsHootsuite – http://www.hootsuite.com Social Media management dashboardTweetdeck – http://www.tweetdeck.com Facebook & Twitter account managementTwitsprout - https://twitsprout.com Twitter & Facebook reporting (although primarily Twitter)Tweetreach - http://tweetreach.com/ Twitter reach metrics, statistics and analysisRadian 6 - http://www.radian6.com/ Social media monitoring tools & social media engagement softwareAlterian - http://www.alterian.com/ Social Conversation managementBrandwatch - http://www.brandwatch.com/ Social Media monitoring platformSocial Bro - http://www.socialbro.com/ Twitter management dashboardBuffer (web client) - http://bufferapp.com/ Post scheduling toolAddictomatic - http://addictomatic.com/ Buzz monitoring toolIcerocket - http://www.icerocket.com/ Meltwater buzz monitoringArgyle - http://argylesocial.com Enterprise social marketing platformSprout - http://sproutsocial.com/ Social Media management platformButo.tv - http://get.buto.tv/ Web Video measurement platformMarketing you can measure TM @J_Fairweather
    • Wrapping it upChoose careful metrics & map to KPI‟s.Measure them meticulously.Calculate ROI as you would any other channel.Review regularly & learn.One size doesn‟t fit all.Social should be a platform to support a comprehensiveand interesting content strategy.Marketing you can measure TM @J_Fairweather
    • Social Media OptimisationPrivate LinkedIn group for Q&A, http://linkd.in/socialmediaROIgroupWeve also got a free Social Media guide for the B2B marketer. If youd like a copy,connect with us online or leave some details.james.fairweather@coastdigital.co.uklinkedin.com/jamesfairweathertwitter.com/j_fairweatherMarketing you can measure TM