ROI in Social Media

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It is getting increasingly difficult (not that it was ever easy) to justify the investment that a client makes with respect to a social media campaign. Qualitative metrics no longer seem to work in a standalone manner. The challenge lies in showcasing the real value that social media brings to the client‘s business in terms of metrics relevant to the business. Learn what needs to be measured, how it should be measured and the best practices in measuring the right things in the ‘social world‘ from our in-house social media Guru, Rohit Onkar.

Published in: Social Media, Business, Technology
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ROI in Social Media

  1. 1. ROI in Social Media
  2. 2. Agenda  Platform KPIs  Social Advertising KPIs  The ‘Real’ ROI in Social Media  Big ‘Social’ Data Q&A
  3. 3. Results: What is your biggest challenge with social media? Source: SEMPO
  4. 4. Facebook KPIs
  5. 5. KPI Western Union 01 Oct 2013 / 01 Nov 2013 Fans 178,209 Score 44 +4.26% +1 Talking About Avg 2,444 Category Score 37 (Likes+Comments+Shares)/(Fans*Posts)*100 Activation Rate per post 0.04 Response Rate 78% Publication Frequency 1.75 Engagement per post 62 (Likes+Comments+Shares)/(Posts)
  6. 6. Twitter KPIs
  7. 7. KPI @Citibank 01 Oct 2013 / 01 Nov 2013 Followers 56,390 +7.34% followers vs following 48.35 New Followers 3,675 following 38,011 Score 67 -2 Category Score 56 Publication Frequency 4.78 No. of interactions/No. of Tweets Response Rate / Time 0.95% / 79mn Engagement per tweet 23 -0.26%
  8. 8. YouTube KPIs
  9. 9. KPI Bank of America 01 Oct 2013 / 01 Nov 2013 Engagement Rate per video 0.01% (Likes+Comments+Dislikes+Favorites)/(Views)*100 Score 20 +3 Category Score 14 Total number of videos 130 Video views 9,651,730 Subscribers 4,040 +5.48% Like / dislike ratio 81.44%
  10. 10. LinkedIn KPIs
  11. 11. The Tools Used
  12. 12. Social Advertising
  13. 13. What to Measure? - - Cost per contact Conversion rate Conversion rate Cost per conversion ROI = (revenue – ad spend)/(ad spend)*100
  14. 14. The ‘Real’ Social ROI
  15. 15. Consumer's Journey to Purchase Realization Awareness Consideration Set Where does social media fit? Preference Purchase
  16. 16. Multi-Channel Interaction
  17. 17. The ‘Time’ Element in a Social Media Conversion
  18. 18. Do I Engage on Multiple Social Media/Digital Platforms?
  19. 19. Does Social add Value to My Business? Visits v.s. Conversion Rate 300,000 0.70% 250,000 0.60% 0.50% 200,000 0.40% 150,000 0.30% 100,000 0.20% 50,000 0.10% 0 0.00% google direct beyond Visits - Is the lead to sale conversion from social media better than other sources? Is the average order value from social media higher than other sources? email Conversion Rate linkedin.com
  20. 20. Big ‘Social’ Data
  21. 21. The Socially Intelligent Sales Team Website Visitors Use social to find out the exact information about your website visitors Repeat Visitors Leads
  22. 22. Tool Leaks
  23. 23. Q&A
  24. 24. If you would like to know more, catch me on LinkedIn in.linkedin.com/in/rohitonkar/ Email: rohit.onkar@convonix.com

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