Need to confess something about myselfI like to question thingsI’ve always asked whyAnalytics has always bothered me—like the emperorers new clothes-you’re ignoring something obvious
Miranda Priestly from devil wearspradaWHAT’S THE ROI OF SOCIAL? TELL ME ABOUT BUSINESS IMPACT, NOT ENGAGEMENT. Direct clicks from social are contributing less than 1% of my total sales. That’s pretty dismal.
We use the metrics that the platforms give us but is that the best way?it is what clients care about? Should they care about themThese are things marketers care about—we can collect them so we should report on them Are we actually measuring ROI are we measuring engagement—do businesses care about that? Everyone thinks that numbers are important as long as they’re big but is that really the case. Are we using the right model?
Setting [hard] goals (i.e. around revenue or profits)—something that is directly related to biz goals, quantifiableWhich is a hard and which is a soft goal?SoftIncrease awareness Generate increased engagement among fan/follow baseHardIncrease awareness among target audience by 15%Drive 15,000 downloads of fact sheet on importance of health screeningEncourage 20,000 adults to quit smoking
People don’t act as the result of a single touchpoint so last-click attribution models don’t workNeed an always-on cross-media attribution tracking approach to evaluate the business impact driven by digital, social, mobile and others. Across owned earned and paid channelsChannel combinations are essential to understandOur Marketing Impact™ solution provides cross-media analytics and detailed attribution analysis to enable ROI and market mix optimization.
Measuring the ROI
of Social Media
Leigh George | Vice President
Why should I spend money on social?
Most of us are measuring the wrong stuff
Measure “hard” objectives
• Increase awareness among target audience by 15%
• Increase revenue to $5M
• Drive 15,000 downloads of fact sheet on the importance of
• Encourage 20,000 adults to quit smoking
Use a results-focused measurement framework
• What’s the total
size of the
exposed to the
• What’s the target
exposed to the
• What’s the exposed
audience’s perception of
• What’s the exposed
• What bottom line
actions did the exposed
audience take, e.g.
KPIs vs. diagnostic metrics
KPIs should align to the brand’s business objectives
Are we winning or
Are our social media efforts affecting behavior as we want?
Which levers do we
need to pull?
Identify what changes need to be made to engagement
strategy in order to improve KPI performance
Are we executing our messaging strategy properly?
Is our content resonating?
How we measure
Impressions, Share of Relevant
Sentiment, Share of Positive
Reach and Positioning
Number of New Fans/Likes
Likes Per Post
Number of Wall Posts
Exercise: KPI or Diagnostic Metric?
Objective: Find John Mayer a wife
1. Number of women who hear about the program
2. Percentage of women surveyed who said they would marry John
3. Listening to hallway gossip to find the percentage of women who
think thinks John is more husband material than Irfan
4. Number of marriage proposals John gets pre “Date Doctor” program
and post program
5. Number of women/guys who friend John on Facebook
6. Number of times a women views John’s “I want to get married video”
7. Number of people who enter the “I want to marry John contest”
Incorporate measurement at every stage
Always-on cross media attribution tracking
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