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Social Media Metrics and ROI: Revenue
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Social Media Metrics and ROI: Revenue

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My presentation to Social Media Club Orlando. There were 5 panelists, and each was given 10 minutes to present a metric of their choice, one which each felt was the most important. I chose revenue, …

My presentation to Social Media Club Orlando. There were 5 panelists, and each was given 10 minutes to present a metric of their choice, one which each felt was the most important. I chose revenue, as at the end of the day, that's the only one that truly matters. If you are looking for a great presentation on the topic, see Olivier Blanchard's: Basics Of Social Media Roi found at: http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi.

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  • 1. Social Media Metrics for ROI June 8, 2010 Social Media Club - Orlando Murray Izenwasser @murrayiz www.ContactMurray.com © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 2. If you like what you hear, please Tweet Post Blog about it © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 3. So, Who Is this Guy? © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 4. Revenue (the only metric that really matters) © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 5. Very Much! © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 6. Oh, You Want to Know How? © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 7. Quick Question How are you measuring marketing success now? © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 8. With One Of These? – Pageviews – Referral likelihood products from community vs. – Unique visitors – Relevance of content, traditional sources – Members connections – Retention/Employee turn over – Posts (ideas/threads) – Cost per number of engaged – Time to hire – Number of groups prospects – Prospect identification cost (networks/forums) – Number of leads/period – Prospect to hire conversion – Comments & Trackbacks – Number of qualified rate – Tags/Ratings/Rankings leads/period – Hiring cost – Time spent on site – Ratio of qualified to non- – Training cost qualified leads – Time to acclimation for new – Contributors – Cost of lead employees – Active contributors – Time to qualified lead – New 'friends' after 30/60/90 – Word count – Lead conversion days – Referrals – Number of pre-sales reference – Number of friends met online – Completed profiles calls (to other customers) that users have met offline – Connections (between – Average new revenue per – Number of friends met online members) customer that member has subsequently – Ratios – Lifetime value of customers collaborated with – Member to contributor – Posts to comments – Customer satisfaction – Number of ideas that the user – Completed profiles to posts – Number of initiated support has gotten and then used in – Periods their work – By day tickets per customer per period – – Week Month – Support cost per customer in – Net Promoter Score – year community – Meme Lifecycle – Frequency – Product Development – Number of mentions (tracked – of visits – Number of new product ideas via web or blog search engines) – Posts – Comments – % of ideas from customers / – Positive/Negative listing ratios – Satisfaction prospects / community on major search engines – Affinity – Idea to development initiation http://www.thesocialorganization.com/social- – Quality and speed of issue cycle time media-metrics.html resolution – Revenue/Adoption rate of new http://www.interactiveinsightsgroup.com/blog 1/social-media-metrics-superlist- measurement-roi-key-statistics-resources © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 9. Quick Question What would you base an employee’s pay on? © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 10. One Of These? – Pageviews – Referral likelihood products from community vs. – Unique visitors – Relevance of content, traditional sources – Members connections – Retention/Employee turn over – Posts (ideas/threads) – Cost per number of engaged – Time to hire – Number of groups prospects – Prospect identification cost (networks/forums) – Number of leads/period – Prospect to hire conversion – Comments & Trackbacks – Number of qualified rate – Tags/Ratings/Rankings leads/period – Hiring cost – Time spent on site – Ratio of qualified to non- – Training cost qualified leads – Time to acclimation for new – Contributors – Cost of lead employees – Active contributors – Time to qualified lead – New 'friends' after 30/60/90 – Word count – Lead conversion days – Referrals – Number of pre-sales reference – Number of friends met online – Completed profiles calls (to other customers) that users have met offline – Connections (between – Average new revenue per – Number of friends met online members) customer that member has subsequently – Ratios – Lifetime value of customers collaborated with – Member to contributor – Posts to comments – Customer satisfaction – Number of ideas that the user – Completed profiles to posts – Number of initiated support has gotten and then used in – Periods their work – By day tickets per customer per period – – Week Month – Support cost per customer in – Net Promoter Score – year community – Meme Lifecycle – Frequency – Product Development – Number of mentions (tracked – of visits – Number of new product ideas via web or blog search engines) – Posts – Comments – % of ideas from customers / – Positive/Negative listing ratios – Satisfaction prospects / community on major search engines – Affinity – Idea to development initiation http://www.thesocialorganization.com/social- – Quality and speed of issue cycle time media-metrics.html resolution – Revenue/Adoption rate of new http://www.interactiveinsightsgroup.com/blog 1/social-media-metrics-superlist- measurement-roi-key-statistics-resources © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 11. Probably Not © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 12. You May Be Asking… Um, Then How? © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 13. Establish a Baseline © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 14. With All Of These – Pageviews – Referral likelihood products from community vs. – Unique visitors – Relevance of content, traditional sources – Members connections – Retention/Employee turn over – Posts (ideas/threads) – Cost per number of engaged – Time to hire – Number of groups prospects – Prospect identification cost (networks/forums) – Number of leads/period – Prospect to hire conversion – Comments & Trackbacks – Number of qualified rate – Tags/Ratings/Rankings leads/period – Hiring cost – Time spent on site – Ratio of qualified to non- – Training cost qualified leads – Time to acclimation for new – Contributors – Cost of lead employees – Active contributors – Time to qualified lead – New 'friends' after 30/60/90 – Word count – Lead conversion days – Referrals – Number of pre-sales reference – Number of friends met online – Completed profiles calls (to other customers) that users have met offline – Connections (between – Average new revenue per – Number of friends met online members) customer that member has subsequently – Ratios – Lifetime value of customers collaborated with – Member to contributor – Posts to comments – Customer satisfaction – Number of ideas that the user – Completed profiles to posts – Number of initiated support has gotten and then used in – Periods their work – By day tickets per customer per period – – Week Month – Support cost per customer in – Net Promoter Score – year community – Meme Lifecycle – Frequency – Product Development – Number of mentions (tracked – of visits – Number of new product ideas via web or blog search engines) – Posts – Comments – % of ideas from customers / – Positive/Negative listing ratios – Satisfaction prospects / community on major search engines – Affinity – Idea to development initiation http://www.thesocialorganization.com/social- – Quality and speed of issue cycle time media-metrics.html resolution – Revenue/Adoption rate of new http://www.interactiveinsightsgroup.com/blog 1/social-media-metrics-superlist- measurement-roi-key-statistics-resources © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 15. Start Your Programs © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 16. Track Everything © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 17. Create Activity Timelines © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 18. Look At Revenue © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 19. Match It All Up How was this group Touched by SM? Before After © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 20. Easy, Peasy, Lemon Squeezy? © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 21. A Great Little Presentation (special thanks!) http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 22. A Very Good Little PDF http://www.radian6.com/wp-content/uploads/2010/03/Radian6_eBook_March2010.pdf © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 23. (You?) © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 24. Photo Credits Alberto Paroni / www.io-me.info Brian Lary / http://www.sxc.hu/profile/blary54 ilker / http://www.sxc.hu/profile/ilco Duane Jones / http://www.beglitterati.com Kriss Szkurlatowski / http://www.sxc.hu/profile/hisks Svilen Milev / http://www.facebook.com/group.php?gid=307482866218 Andrew Beierle / andrewbeierle.com Gabriel Del castillo / http://girovisual.com/tours.php Murray Izenwasser / http://murrayiz.com © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com
  • 25. Social Media Metrics for ROI June 8, 2010 Social Media Club - Orlando Murray Izenwasser @murrayiz www.ContactMurray.com © Biztegra, Inc. May not be Reproduced in whole or part, without express permission. All rights reserved www.contactmurray.com