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.

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25 ways to measure and analyze your social media marketing ROI

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

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