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25 ways to measure and analyze your social media marketing ROI
 

25 ways to measure and analyze your social media marketing ROI

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25+ ways to measure and analyze your social media marketing efforts depending on the level of maturity of social media for your business.

25+ ways to measure and analyze your social media marketing efforts depending on the level of maturity of social media for your business.

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    25 ways to measure and analyze your social media marketing ROI 25 ways to measure and analyze your social media marketing ROI Presentation Transcript

    • 25 Ways to Measure & Analyze your Social Media Milena Regos Out&About Marketing Nov 1, 2012 An inside view on the outside world
    • “Marketing metrics inspire certainty and confidence. Cannabis has much the same effect.” Tim Ambler Professor Emeritus at London Business School, summed up several decades of research into marketing measurementPhoto Image: Flickr by Gecko.Juice
    • 53% of marketers don’t measure their social media successSource: Awareness
    • yet 83% of marketers indicate that social media is important for their businessSource: Social Media Examiner
    • 80% of world’s online population uses social mediaSource: Comscore
    • Because of social media, I’m more likely to: Try new things based on friends’s suggestions 80% Encourage my friends to try new products 74% Stay more engaged with the brands I like 72% Share any negative experiences with brands or products 42%Not buy certain products because I learned of a negative customer experience 32% 0% 20% 40% 60% 80%Source: MarketForce
    • 81% of respondents indicate that posts by friends directly influence their purchase decisionsSource: MarketForce
    • 78% of respondents indicate that posts by companies directly influence their purchase decisionsSource: MarketForce
    • What Do They Measure?Fans&Followers 96% Traffic 89% Mentions 84% Share of voice 55% Sentiment 51% 0% 25% 50% 75% 100% Source: Awareness
    • 84% state that customer/ community insight is the primary business value from social mediaSource: Altimeter Group
    • Reno - Tahoe Social Media Marketers measure: 90% 81%67.5% To get the full report: outandaboutmarketing.com 45%22.5% 19% 19% 14.3% 0% Fans/Followers Leads Sales ROI Source: outandaboutmarketing.com
    • Social Media ROI Cycle Grow Engage Monetize Fans Quantitative Traffic Followers Qualitative Inbound Links Split testing Brand Sentiment Conversion ROI Fcommerce
    • There is no “one- size-fits-all” approach
    • What’s the ROI ofmeasuring your ROI?
    • Quantity of Fans & FollowersSource: Facebook Analytics
    • New/Lost Fans
    • 8000 31660004000 68162000 139 1729 0 March 2012 Oct 2012
    • Facebook Twitter YouTube Vimeo Instagram70000 7,70052500 7,55335000 5,48117500 2,957 2,653 6,655 56,543 45,968 21,163 15,565 0 Brand A Brand B You Brand C Brand D
    • Quality of Fans & FollowersSource: PageLever
    • PTATSource: PageLever
    • ConsumptionsSource: PageLever
    • Number of Comments, Likes & SharesSource: PageLever
    • Source: Awareness
    • Reach (Facebook)Source: Awareness
    • Reach (Total)Source: Awareness
    • Reach DemographicsSource: PageLever
    • Amplification Rate (Shares & Retweets)Source: Commun.it
    • How far your tweets traveledSource: TweetReach
    • Number of Mentions in News MediaSource: Flickr: NS Newsweek
    • Number of Social Media MentionsSource: radian6
    • Sentiment of Social Media MentionsSource: radian6
    • Contest ParticipationSource: WildFire
    • Source: WildFire
    • Source: WildFire
    • Number of check-ins in geolocation services
    • Competitive Research (Twitter)Source: FollowerWonk.com
    • Source: Social7
    • Source: Social7
    • Facebook ComparisonSource: WildFire
    • Change in SALES and/or REVENUE ROI: 2,616% Case study onoutandaboutmarketing.com
    • Content metrics• Unique Visitors• Page Views How? Google Analytics• Search Engine Traffic How much?• Bounce Rate - less than 40% Free• Conversion Rate - 5% or higher• Inbound links
    • Search engine ranking change
    • Social Mediaexclusive discounts and offers
    • Leads/conversions to social media landing pages
    • Customer acquisition cost
    • Change in NetPromoter Score
    • Change in brand perception
    • Directly Financial Risk Management Financial perspective perspective Short Term LongTerm Digital Brand perspective perspective Indirectly FinancialSource: Forrester Research Inc
    • Software Providers• Google Analytics • Awareness• Facebook Insights • Simply Measured• Bit.ly • Argyle• Twittercounter • SproutSocial• PageLever • WildFire• Commun.it • Klout• SocialBakers • PeerIndex• HootSuite • radian6
    • “Essentially all modelsare wrong, but some are useful”. George E.P. Box
    • Questions? Milena Regos Out&About Marketing outandaboutmarketing.commilena@outandaboutmarketing.com Twitter: @milenaregos An inside view on the outside world