Social Returns Measuring Impact & Influence
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Social Returns Measuring Impact & Influence

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Social is ubiquitous, but it's also notoriously fuzzy when it comes to measurement. This is probably the key factor that keeps social relegated to a nice-to-have, but not critical function within the ...

Social is ubiquitous, but it's also notoriously fuzzy when it comes to measurement. This is probably the key factor that keeps social relegated to a nice-to-have, but not critical function within the organization. If you ever have an executive or board member asking how your campaigns are working in the social sphere, then this webinar is for you. Learn how you can take an executive view at social metrics and present a compelling case to your executive team. Watch this entire webinar and others by Highroad U on our YouTube channel: http://youtu.be/vm0jRCIT1FI

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    Social Returns Measuring Impact & Influence Social Returns Measuring Impact & Influence Presentation Transcript

    • Social Returns: Measuring Impact & Influence #HighRoadU
    • The Truth About Social Marketing from an executive viewpoint www.highroadsolution.com
    • www.highroadsolution.com
    • www.highroadsolution.com
    • www.highroadsolution.com
    • www.highroadsolution.com
    • www.highroadsolution.com
    • www.highroadsolution.com
    • BreakingThrough the Noise gaining the executive’s attention www.highroadsolution.com
    • 1) Digital Landscape Here’s What We Deal With Everyday www.highroadsolution.com
    • Content World EventWorld AdWorld MobileWorld Social World
    • 1) Digital Landscape Here’s Where We are Losing Efficiencies & Working Manually www.highroadsolution.com
    • 1) Digital Landscape Here’s Where We Could Measure if There Was Time to Measure www.highroadsolution.com
    • 2) Influence to Lead to Conversion Here’s How We Should Be Able to Measure www.highroadsolution.com
    • Definitons • Influence: Brand Awareness, Getting in Front of People & Being Memorable • Reach: Number of People Seeing Your Message • Conversion: People Taking the Action You Wanted them to Take www.highroadsolution.com
    • • Consolidation of Systems • Integration of Systems • Automation of Systems • Appending Codes onto URLs • Source Codes to Input • Google URL Builder • Code Shorteners (Bit.ly, etc.) • Cookies • Google Analytics Codes WhatYou Need: Digi Tracking
    • • Track at campaign level • One code across channels • Scoring • Report at campaign level for C-level & Board level folks How to Track Differently
    • How to Talk Differently • GTM Plan • Critical Metric Milestones • Frequency of Measurement • Post-Mortem www.highroadsolution.com
    • How to Report Differently • Lift (Increase) • Attrition (Lost “Customers”) • Reach: – Influence – Engagement* • Revenue (Conversion) www.highroadsolution.com
    • Example: Campaign Level Reporting • Annual Meeting: Marketing Impact – 12% Lift in Registrations (Conversion) YOY, QOQ or MOM – 45% Increase in Reach (Influence) www.highroadsolution.com
    • 3) Influence Dashboard executives care about the origin of future revenue www.highroadsolution.com
    • www.highroadsolution.com
    • Source Raw Weight Weighted Facebook fans 1200 0.05 60 LinkedIn followers 500 0.05 25 # SiteVisitors 1000 0.2 200 # Email Subscribers 400 0.3 120 # Twitter followers 300 0.05 15 #Voicemails Opened 500 0.3 150 #YouTube subscribers 100 0.05 5 575Index Score Engagement & Influence Index Scoring
    • Index Scores 2013 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Influence 575 578 577 600 612 673 690 692 689 700 701 720 Engagement 145 147 137 150 154 167 180 190 191 210 213 214 www.highroadsolution.com
    • Index Graph www.highroadsolution.com 0 100 200 300 400 500 600 700 800 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Influence Engagement
    • Summary 1) Educate on the Digital Landscape 2) Change the Conversation 3) Change What You Focus On 4) Change How You Report www.highroadsolution.com