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Do you measure the ROI of... docents greeting staying open for 1 your post show additional hour! visitors! discussions! co-productions newspaper (including staff advertising! posters displayed time)! in different in-kind neighborhoods! sponsorships!number of staff at your box press release! ofﬁce! concessions or merchandise by email (by word item! count)! subscription annual gala campaigns (by a customer’s lifetime value! beneﬁts offered (including staff hour)! to your staff! time)!
• Increase demand (people or frequency)• Increase loyalty• Increase willingness to pay• Move along purchasing funnel• Decrease acquisi0on or maintenance costs What’s your sales goal?
Customer Life9me ValueCustomer 1 Customer 2Spends $200 per year Spends $100 per yearAcquisition cost: $50 Acquisition cost: $25Maintenance costs: $15/yr Maintenance costs: $50/yrLoyalty: 5 years Loyalty: 3 years CLV: $890 CLV: $175 Social Media Fan
Why is social media valuable?If your social media fans will•Recommend you to their friends•Like your brand more•Be more inﬂuenced by (cheap!) social media than tradi=onal media•Spend more•Stay with you longer PS: these are all goals you can measure
what you measure ma/ers But there’s no secret formula h/p://bit.ly/100ways think about micro conversionsli/le steps along a path to a big goal
Measurement Strategy1.Address a real problem2.Have a meaningful goal3.Test several op=ons4.Track what you do, and what the results are5.Simplify your metrics to a single dashboard 32
Get to know the science behind social algorithms
Post as oWen as your audience reads Facebook TwiLer!"#$%&($)&*%+,-%.)+($/0&,1$!"22$
On YouTube, frequency competes with quality!"#$%&($)&*%+,-%.)+($/0&,1$!"22$
Don’t duplicate content across channels!"#$%&($)&*%+,-%.)+($/0&,1$!"22$
Spend your 0me wiselyLet’s assume you have a Facebook Page updated daily & YouTube channel updated monthly Learn Post & Listen Measure about Create Report Total Respond social 20 min. 10 min. post FB scan Google update, Daily 30 min. alerts & social respond to menNon public menNons 30 min. 30 min. Pick 3 metrics, Scan your Weekly save them in Google Reader 3.5 hrs. excel doc feed 3 hrs. 10 hrs. Summarize Monthly Edit YouTube ﬁndings, 27 hrs. video & upload decide what to change, report