Learn Social Media in 3 Hours - Final Hour

Social media in 3 Hours
Hour Three of the Series delivered in SIBM, Pune for the Social Media Workshop during February - March 2010

For viewers online
Creative Commons Attribution-Noncommercial-Share Alike 2.5 India License
My coordinates are at the end of the presentation
You can also view the slides on http://vinni.co.in

Social media metrics
Making sense of it, thanks for showing some patience as well!

Lets put the pieces together

What is ROI in a Social Media Context

Return on Ignorance?

Social media is not free

What about People

What about Technology

What about time??

So if I go ahead with this, what is it that you will show me in return ?
You already blackmailed me on Return on Ignorance.
Show me what you got!

You know what I want
Reduce support costs, increase sales and get me more customers.
Be off, I got to find Mr. India

After three months of monkeying around

“All he talks about is number of hits and twitter followers.
Is it generating revenue? Should not have trusted it with this MBA.
Nanga kardiya!”.

MogambokoKaiseKhushKaroge?

Understand the stages!

Customer complaints
Website Visitors
Impressions
Positive press
Click-throughs
YouTube views
Retweets
Coupons distributed
Visitors to a brick & mortar store
Positive WOM
Delivered emails
Negative press
Negative WOM
Employment applications
Blog comments
FaceBook friends
Social mention
Twitter followers

Show Growth and Revenue
Before SM
After social media
What’s happening here

Create a timeline

Show Number of transactions online/offline
Before SM
After social media
Dark: Offline
Light: Online

Measure New Customers: How many transacting customers?
Before SM
After social media

MogamboKhushHua!
“After all the money I am making with Social Media, its time I spent some money looking good”

Now, also show these.
Bosses and customers love jargon!

Return on engagement
Time spent on conversing
What came out of it

Time spent on creating social objects
Returns!
Return on participation

Customer loyalty and referrals
Trust barometer
Generating advocacy
Return on trust

Return on attention
Time spent on seizing attention
What it gave in return

Return on Inspection
Prove relationships!
Look for patterns

What statistics help you measure this

Traditionally how its been measured
Visitors and sources of traffic
Network size
Quantity of commentary about brand and product

Social Media Leads
Track web traffic breakdowns from all social media sources,
Chart the top few sources over time.
Measure Referrals as well

Engagement duration
How much time are social network members spending using it?
Is per-member usage increasing over time?

Engagement duration
If people visit your your company websites from SM (Social Media) sites, how long are they spending?
Also consider tracking which pages they visit.

Bounce Rates
Are visitors quickly leaving?
Landing page needs better, more relevant copy.
Information they’re seeking should be easily found!

Membership increase/network size
Your followers would depend directly on how cool you are as a brand
How interactive you are

Activity Ratio
Compare the ratio of active members vs total members, and chart this over time.
Activity can be measured in a variety of ways, including usage of social applications.

Conversions
Subscriptions, sales (direct or through affiliates),
Facebook application use,
Other offerings that can somehow be directly or indirectly monetized.

Brand Mentions
Measure and track both positive and negative mentions,
And their quantities!

Loyalty
Are social members interacting in the network repeatedly, sharing content, mentioning your brands, evangelizing?
How many members re-share?
How often do they re-share?

Virality
How soon afterwards are they re-sharing?
How many FoFs(Friends of Friends) are re-sharing your links and content?

Blog interaction
Aggregate from other platforms
Make it social media friendly
Allow comments, comment back
Measure
Analyze

You know where to reach me
http://twitter.com/vineetrajan
vineet@indiblogger.in
http://vinni.co.in
http://facebook.com/vineet.rajan
http://in.linkedin.com/in/vineetrajan

Sources
http://socialmediatoday.com
http://mashable.com
Olivier Blanchard, BrandBuilder Marketing
Special thanks to
Students of SIBM, Pune for bearing with me
My colleagues for helping me with the gyaan.
The indiblogger.in community

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Learn Social Media in 3 Hours - Final Hour

by Vineet Rajan on Feb 27, 2010

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Learn Social Media in 3 Hours - Final Hour — Presentation Transcript