ABCs of Social Media ROI and Measurement


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From knowing what to measure and how to benchmark to analyzing data and creating actionable optimization plans, organizations struggle determining ROI and testing social media efforts. By simply remembering the ABCs of social media - analytics, benchmarks and conclusions - organizations can tackle measuring social media in an easy, scalable and meaningful way. Originally presented at the YNPNDC Social Summit.

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  • Brush aside any metrics you’ve deemed unuseful.Example: Foursquare checkins or Convio donation/names through Facebook.
  • ABCs of Social Media ROI and Measurement

    1. 1. The ABC’s of Social Media ROI<br />Jordan Viator | @jordanv<br />#nptweet<br />
    2. 2. Living in a Sea of Social Metrics<br />Your predicament: <br />measuring the right data in an easy, scalableand meaningfulway.<br />
    3. 3. Getting Management to Understand<br />
    4. 4. Not Spending a Fortune on Extravagant Technology and Analysis<br />
    5. 5. Analytics<br />Benchmarks<br />Conclusions<br />Remember Your ABCs…<br />
    6. 6. Analytics<br />Deciding on the right metrics to track is the crucial first step. <br />
    7. 7. Analyze the goals of your social media activities and decide what metrics to measure based on these.<br /> nalyze <br />Always start small with metrics, tracking only 10-20. You can always add later, but start small to set yourself up for success and make the process less overwhelming.<br />
    8. 8. Allot the right tools to help you collect these metrics that make the process as simple and least time consuming as possible.<br /> llot<br />Number of Twitter Followers<br />Click <br />Throughs<br />Facebook Engagement<br />Automate the data collecting by using available tools to help gather<br />information. Find the right tools and sign up for notifications. <br />
    9. 9. Assign the right resources to pull the raw data.<br /> ssign<br />Any number of people internally can own, not just the social practitioner. If time and numbers are intimidating or hard to collect, consider help from an intern or web manager.<br />
    10. 10. Benchmarks<br />Taking your raw metrics and reporting them in a comparative way. <br />
    11. 11. Begin making a master report that is the central repository for all social metrics.<br /> egin<br />Build updates into your routine, updating the report at the same time each week or month. Schedule this on a calendar to not lose track. <br />
    12. 12. Baseline your activity metrics to provide a starting point for reference when comparing and analyzing activity in the future.<br /> aseline<br />Brace yourself for reality that numbers don’t skyrocket over night. As with any other tactic, TLC is needed to build a truly successful social presence. <br />
    13. 13. Broaden benchmark metrics once you feel comfortable with reporting, ongoing activity and preliminary success. <br /> roaden<br />Advanced metrics<br />Donations sourced<br />Number of new emails sourced<br />Based on the expansion of activity, social tools and technology integration,<br />new metrics should be added periodically as needed. <br />
    14. 14. Conclusions<br />Taking the raw data, benchmarks and trends and drawing meaningful conclusions.<br />
    15. 15. Compare anomalies, spikes in engagement and other data to the content and/or events that drove the result.<br /> ompare<br />What Twitter content drove the surge <br />in click throughs?<br />What helped spike web traffic <br />from Twitter?<br />Causation of these events can help replicate successful activity for future activity.<br />
    16. 16. Cluster together similar tactics such as Tweets, blog posts, mentions, Facebook posts to determine trends<br /> luster<br />What type of content drives <br />the most mentions?<br />Who is helping advocate most for <br />your brand?<br />Concluding what messaging, content types and people drive the most success can help greatly improve and inform your social plans and tactics over time. <br />
    17. 17. Continue the evolution of your programs by gathering as much actionable data as possible – information that helps your organization make better decisions.<br /> ontinue<br />Contrast to older channels, there are no pre-defined testing methodologies for social media. Gathering “actionable” data fosters ongoing testing for your activity. <br />
    18. 18. Best Practices<br /><br /><br /><br /><br /><br /><br /><br /><br />Metrics & Measurement<br />Sredfast managing presence. metrics<br />Tweetdeckmanaging presence, search<br />Addictomatic & Social Mentionsearch, mentions<br />Technoratiblog linkbacks, rank<br />Facebook InsightsFacebook engagement<br />Bit.lyclick through tracking, conversions<br />TwitalyzerTwitter retweets, community info <br />KloutTwitter influencers, types of users<br />Nonprofit Resource Toolbox<br />
    19. 19. Questions?<br />#NPTWEET<br />
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