25 ways to measure and analyze your social media marketing ROI

  • 1,113 views
Uploaded on

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.

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,113
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
18
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. 25 Ways to Measure & Analyze your Social Media Milena Regos Out&About Marketing Nov 1, 2012 An inside view on the outside world
  • 2. “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
  • 3. 53% of marketers don’t measure their social media successSource: Awareness
  • 4. yet 83% of marketers indicate that social media is important for their businessSource: Social Media Examiner
  • 5. 80% of world’s online population uses social mediaSource: Comscore
  • 6. 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
  • 7. 81% of respondents indicate that posts by friends directly influence their purchase decisionsSource: MarketForce
  • 8. 78% of respondents indicate that posts by companies directly influence their purchase decisionsSource: MarketForce
  • 9. What Do They Measure?Fans&Followers 96% Traffic 89% Mentions 84% Share of voice 55% Sentiment 51% 0% 25% 50% 75% 100% Source: Awareness
  • 10. 84% state that customer/ community insight is the primary business value from social mediaSource: Altimeter Group
  • 11. 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
  • 12. Social Media ROI Cycle Grow Engage Monetize Fans Quantitative Traffic Followers Qualitative Inbound Links Split testing Brand Sentiment Conversion ROI Fcommerce
  • 13. There is no “one- size-fits-all” approach
  • 14. What’s the ROI ofmeasuring your ROI?
  • 15. Quantity of Fans & FollowersSource: Facebook Analytics
  • 16. New/Lost Fans
  • 17. 8000 31660004000 68162000 139 1729 0 March 2012 Oct 2012
  • 18. 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
  • 19. Quality of Fans & FollowersSource: PageLever
  • 20. PTATSource: PageLever
  • 21. ConsumptionsSource: PageLever
  • 22. Number of Comments, Likes & SharesSource: PageLever
  • 23. Source: Awareness
  • 24. Reach (Facebook)Source: Awareness
  • 25. Reach (Total)Source: Awareness
  • 26. Reach DemographicsSource: PageLever
  • 27. Amplification Rate (Shares & Retweets)Source: Commun.it
  • 28. How far your tweets traveledSource: TweetReach
  • 29. Number of Mentions in News MediaSource: Flickr: NS Newsweek
  • 30. Number of Social Media MentionsSource: radian6
  • 31. Sentiment of Social Media MentionsSource: radian6
  • 32. Contest ParticipationSource: WildFire
  • 33. Source: WildFire
  • 34. Source: WildFire
  • 35. Number of check-ins in geolocation services
  • 36. Competitive Research (Twitter)Source: FollowerWonk.com
  • 37. Source: Social7
  • 38. Source: Social7
  • 39. Facebook ComparisonSource: WildFire
  • 40. Change in SALES and/or REVENUE ROI: 2,616% Case study onoutandaboutmarketing.com
  • 41. 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
  • 42. Search engine ranking change
  • 43. Social Mediaexclusive discounts and offers
  • 44. Leads/conversions to social media landing pages
  • 45. Customer acquisition cost
  • 46. Change in NetPromoter Score
  • 47. Change in brand perception
  • 48. Directly Financial Risk Management Financial perspective perspective Short Term LongTerm Digital Brand perspective perspective Indirectly FinancialSource: Forrester Research Inc
  • 49. Software Providers• Google Analytics • Awareness• Facebook Insights • Simply Measured• Bit.ly • Argyle• Twittercounter • SproutSocial• PageLever • WildFire• Commun.it • Klout• SocialBakers • PeerIndex• HootSuite • radian6
  • 50. “Essentially all modelsare wrong, but some are useful”. George E.P. Box
  • 51. Questions? Milena Regos Out&About Marketing outandaboutmarketing.commilena@outandaboutmarketing.com Twitter: @milenaregos An inside view on the outside world