Bath Ales | An ROI of social media in business case study

Peter Kay

A
Follow The Hare

A
Increasing Bath Ales
sales using social media

In the summer of 2010 the marketing team at Bath Ales asked if I could help them make better use of Twitter.

This presentation has been put together following the first phase of the work I have been doing with them.

These days there are many people evangelising the use of social media in business.

However, there are very few that can demonstrate the impact of it on the business.

For me this is a fundamental.

Businesses have to determine the ROI of the activities they engage in.

Otherwise, how will they know what works?

Why should social media be considered any different?

There are so many elements that you can measure to determine the ROI of social media campaigns.

All you have to do is understand what they are, know where to find them and how to apply the results.

Increased website traffic.

Follower numbers on Twitter.

Klout.

Likes on Facebook.

Are all very interesting.

BUT....

These ARENOT an accurate indication of the ROI of social media in business.

You need to go a bit deeper.

ROI in business is determined by measuring.....

Resources expended
vs
Resources gained

Resources expended
such as....

Effort

Resources gained
such as....

Meaningful and useful data

Delivering efficiencies

Beneficial contacts

And most importantly....

Increased Business

During 14th October –January 4th 2010 when compared against the same period in 2009. The marketing team at Bath Ales delivered a staggering....

56 %
Increase in online sales

This is an incredible result.

Social media had a massive and measurable part to play in delivering this result.

We know this because we focused on determining the ROI from the outset. This meant we have been measuring the really important stuff.

And....

They were managing the platforms themselves.

And....

Bath Ales were not using social media at all in 2009.

48%
Increase in website traffic

This is a useless metric on it’s own and should not be solely used as an indicator of ROI in any social media campaign.

That being the case
we looked a little deeper and cross referenced the traffic against everything else.

60%of this traffic came from Google but this only provided a 2% conversion rate.

60%of all online sales were generated from the newsletter.

So it is safe to assume in this case that....

More subscribers
=
More business

In 2010 the database had grown by 46% since the same period in 2009

The database grew 7%from October to December 2009

During the same period in 2010 it grew 12.5%

The data shows that social media accounted for most of this 5.5%difference in the growth rate

Going even deeper we were able to determine the following.....

The conversion Rate to newsletter subscribers from Twitter and Blog was 14%

The conversion rate to newsletter subscribers from Facebook was better than baseline but less at only 4%

Mentions of Bath Ales 1/6/2010 to 22/1/2011 on the internet in the UK

What that graph shows is that following my training, strategy and ongoing support. The marketing team at Bath Ales have been increasingly generating lots of effective and most importantly profitable internet noise.

Breaking it down even further we have been able to see that the range and scope of activity relates very very closely to the data collected within the business.

Most importantly we can see that this activity delivered a viable and meaningful; ROI.

And....

They are making a lot more noise than their competitors.

The resources expended have been justified by the resources gained.

And....

That was only phase one.

There is much more to come from this ongoing strategy. A strategy that will see a continued and improving ROI for Bath Ales as they get more effective and louder.

Follow The Hare
@@BathAles
to see what’s coming next as we move this strategy on.

If you appreciated this you will love two social media monitoring reports that explore this result in much more depth.
Download these reports now

Peter Kay
www.notfrombolton.co.uk
peterkay@notfrombolton.co.uk
http://twitter.com/NotFromBolton
(UK) 01179059270

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Bath Ales | An ROI of social media in business case study

by Not From Bolton on Jan 23, 2011

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Bath Ales | An ROI of social media in business case study — Presentation Transcript