Social Media ROI
Holy crap, We’re Internet Famous!
By Nick Armstrong - @ImNickArmstrong
http://www.IAmNickArmstrong.com

Social Media ROI
ROI = Return on
Investment
What are you
investing?
Time
Money
Reputation

What about Reputation?
Do well and you will
profit.
Do poorly and...
well, you remember
how Gandalf’s quest
ended in Lord of the
Rings?

Why are you Investing?
Why are you on social
media?
Why did you pick the tools
you’re using?
Do you have a plan?
Are you getting a sinking
feeling?

The most important question in social media:
Why do you want to use social media?

Seth Godin’s Hierarchy of Success
Attitude
Approach
Goals
Strategy
Tactics
Execution Most of us START here.

Attitude and Approach
Attitude = Why
Approach = How
Kittens don’t half-ass
anything.
All kittens have a
different style.

Goals
Increased Traffic
Increased Awareness
Increased Conversation
Increased Participation
Increased Purchasing
...achieving them relies heavily on the tool you’re using.

Strategy
The Three C’s
Content
Context
Consistency
*Cookie Monster didn’t make the list

Tactics and Execution
The Right Message
The Right Time
The Right Consumer

What are you Measuring?
Me
Tweets/Day
Blogs/Week KPI
Them
Comments Key Performance
RTs
Clicks Indicators
Us
Purchases/Awareness

Without a Plan
You Will Gandalf.

Tools of the Trade
Bit.ly and Su.pr
Alexa Page Ranks
Google Analytics
Grader
GetSatisfaction
Integrated Stats

Bit.ly
Add + to any
shortened url to see
stats (even if you
didn’t create the link)
See RTs in real time
See clicks in real time
See location of clicks

Su.pr
Allows click-tracking
Suggests times to post
Integrates with
StumbleUpon,
Twitter, and
Facebook

Alexa Page Ranks
Alexa.com
Shows keywords
Shows related pages
Shows demographics
Shows traffic stats

Google Analytics
Analytics.google.com
Shows traffic stats
Shows demographics
Shows keywords
Shows referring sites
Integrates with AdWords

Grader
Twitter.grader.com
Provides local
competitive analysis
Helps correct errors
Shows your trends
Also grades
Facebook and
Blogs

GetSatisfaction
Customers can:
Ask Questions
Share Ideas
Report Problems
Give Praise
“Soft” metrics

Integrated Stats - Facebook
“Insights”
Demographics
Visits

The Final Word
Plan or Gandalf.
Define your attitude
and approach.
Work on execution
last.

Credits
Bill Clock: http://www.flickr.com/photos/ Why So Serious: http://www.flickr.com/
jshappell/3255317463/ photos/strangetikigod/2754971660/
Titanic: http://www.flickr.com/photos/ Cookie Monster: http://www.flickr.com/
balakov/3668591548/ photos/esti/147733640/
Failure: http://www.flickr.com/photos/ Risk: http://www.flickr.com/photos/
lintmachine/2983771744/ dietpoison/94326793/
The Hunter: http://www.flickr.com/photos/ Chocolate Tools: http://www.flickr.com/
martinlong/504718829/ photos/jannem/3312115991/
Angry Mob: http://www.flickr.com/photos/ Fly, You Fools: http://www.flickr.com/
29233640@N07/3645211083/ photos/benshepherd/211598323/
This presentation licensed under Creative Commons.
Feel free to use and share for non-commercial purposes.
All you need to do is give credit and link back to IAmNickArmstrong.com