SMCHI - Social Media Analytics Road Map

UnderstandingSocial Media Measurement: A Road Map Tara Coomans @TaraCoomans #akamaimkting

• How to measure Social Media• What to measure in Social Media• A sample ROI model

ROIData

Measurement: ROI: KPIs DollarsAre your tactics working? Are dollars well spent?Are you spending time in Should you spend morethe right place? or less? P R E P

The Marketing Bus P Social Media R E P

Baseline Goals•Competency •Key Performance Indicators•Measurements •ROI Key Tools •Website •Google Analytics •Email List •Content •Audience Reach P R E P

Biz Goal Identify the business objectives: SMART Social How does social media marketing GOAL support objectives? KPI’s How you will measure success or failure of initiatives?Execution Which social platforms support your P R goals? E P

What You Measure, Depends on Your Destination. B I Z G O A L SGrow brand awareness Reduce Cust. Serv. CostsCreate community Increase web trafﬁcIncrease reach Increase sales

Loyalty S Brand Increased leads M Community Awareness G O A L S Visits, Views, Followers, Fans,Exposure Subscribers, Reach, Mentions

S Brand M Awareness G O A L SInﬂuence Share of voice, Sentiment, Key Inﬂuencers, Klout, Peer Index

Increased Increased Cust Serv web trafﬁc Community Cost sales S M G O A Clicks, RT, Shares, @Replies, LEngagement Comments, Likes, Photo Views S

Increased Increased sales leads S M G Downloads, Webinar O Action/ A Attendees, Lead Generation LConversion Forms, Call to Action S

revenue INCREASED per SALES follower#followers + #fans + #subscribers revenue K P I

conversion of INCREASEDsm followers SALES #downloads + #webinars + lead generation from SM #downloads + #webinars +lead generation from other sources K P I

Brand Awareness, Conversions,Reach, LeadsCommunity, Engagement, Reach,Leads, Web TrafﬁcCommunity, Engagement, Leads, eInﬂuence x e c uCommunity, Engagement, t iAwareness o n

Data ROI

ROI SAMPLE CASE STUDY: Menu Launch• Invite 10 Food Bloggers, local and national to review• Choose variety of writers and photographers, write a minimum of 2 posts.• Articles are written about the menu launch in local pubs as a result of blogger attention.• Bloggers also post on Facebook & Twitter

ROI: Inﬂuencer Program CostsSet Up Social Media Assets Market ValueInstall & Customize of Platforms (blog, Twitter, Facebook, $5,000Flickr, gmail)Training of Personnel $3,150Social Media Monitoring $4,375Social Media Consulting / Campaign Strategy / Producer $10,000CostsFinal Report and Data Analysis $2,500Cost of Content Creation $10,000Cost of brand-owned content creation $5,000 $40,025

ROI: Incoming Clicks EXAMPLE: •2500 New Visitors •500 Using Desired Keyword Term • Average CPC . 35 CPC Value: $875

ROI: Increased RevenuesEXAMPLE:•Average check increase of $2.00/check•Increased trafﬁc by 10 people/day•Reservation rate up 20%•Reservations spend up to 10% more•Revenue Increase: $5,000 during 30 day campaign

ROI: PR ValueEXAMPLE:•25 Blog Posts, local & regional•1 Article in NonStop Honolulu•1 Article in Honolulu Weekly PR Value: $39, 750

ROI: Word-of-Mouth ValueMeasuring:Value of conversation & actions, reach insocial outlets from food blogger fans Based on: •Trust Factor •Relevance Factor •Quantity WOM Value: $55,750

ROI Cost of Social Media Program Value of Incoming Trafﬁc+ PR Value + Word of Mouth Value + Product Development (savings) + Customer Service (savings) +Increase in Revenue (or other strategic goals) during campaign

TOTAL ROI$40,025 = 39%$101,375

Social Media Metrics & ROI are different:• Done for different reasons• Run on different “fuels” kKeys for tracking social media success: e y•Preparation t a•Creating KPI’s that suit Business Goals k e a w a y s

Social Media ROIModels should •Public Relationsrepresent the various •Word-of-Mouthbusiness areas that •Salesare impacted by •Customer Service k esocial media. •Product Development y t a k e a w a y s

Thank You!Join me online for more resources and conversation: www.akamai-marketing.com @taracoomans facebook.com/AkamaiMarketing

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SMCHI - Social Media Analytics Road Map

by Tara Coomans

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