Unraveling the Mysteryof Social Media ROI<br />Paul Gillin<br />Author, The New Influencers<br />Secrets of Social Media M...
ROI<br />
Simple Equation<br />(GAIN FROM INVESTMENT - COST OF INVESTMENT)<br />ROI =<br />COST OF INVESTMENT<br />
Types Of Financial Impact<br />Orders<br />Subscriptions<br />Leads<br />Upgrades<br />Coupon redemptions<br />
Types Of Non-Financial Impact<br />Customer complaints<br />Website Visitors<br />Impressions<br />Positive press<br />Cli...
Bounty of Choice<br />
7  Steps to  Social Media ROI <br />Define the “R” – What are expected results?<br />Define the “I”  -- What’s the investm...
Key Performance Indicators (KPIs)<br />Cost savings<br />Efficiency<br />Cost per message communicated<br />Cost per new l...
Measurement Options<br />Traffic: unique visitors vs. page views<br />Technorati rankings<br />RSS subscriptions<br />Goog...
Social bookmark activity
Comments
Inbound links
Copycat or parody videos
Mashups
Blog mentions
Discussion group posts
Social network membership
Bloglines or Blogpulserankings
Video viewership
Mainstream media references
Referral links
Search engine results
Sentiment analysis
Contest entries</li></li></ul><li>Set Up to Measure<br />Define metrics; for social media marketing, the two key ones are ...
Sample Engagement Metrics <br />% increase or decrease in unique visits <br />In the past  month, what % of sessions were ...
Classifications of Discussion<br /><ul><li>Acknowledging receipt of information
Advertising something
Answering a question
Asking a question
Augmenting a previous post
Calling for action
Disclosing personal information
Distributing media
Expressing agreement
Expressing criticism
Expressing support
Upcoming SlideShare
Loading in...5
×

Unraveling the Mystery of Social Media ROI

1,285

Published on

Yes, you can measure social media ROI. You need to start with the goal and work backwards from there. This presentation covers some of the concepts and tactics of online measurement. special credit goes to KD Paine and BrandBuilder for allowing me to steal their slides :-)

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,285
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
33
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • Great slide capture of some of the key players so far
  • Unraveling the Mystery of Social Media ROI

    1. 1. Unraveling the Mysteryof Social Media ROI<br />Paul Gillin<br />Author, The New Influencers<br />Secrets of Social Media Marketing<br />
    2. 2.
    3. 3.
    4. 4.
    5. 5. ROI<br />
    6. 6. Simple Equation<br />(GAIN FROM INVESTMENT - COST OF INVESTMENT)<br />ROI =<br />COST OF INVESTMENT<br />
    7. 7. Types Of Financial Impact<br />Orders<br />Subscriptions<br />Leads<br />Upgrades<br />Coupon redemptions<br />
    8. 8. Types Of Non-Financial Impact<br />Customer complaints<br />Website Visitors<br />Impressions<br />Positive press<br />Click-throughs<br />YouTube views<br />Retweets<br />Coupons distributed<br />Visitors to a brick & mortar store<br />Positive WOM<br />Delivered emails<br />Negative press<br />Negative WOM<br />Employment applications<br />Blog comments<br />FaceBook friends<br />Social mention<br />Twitter followers<br />
    9. 9. Bounty of Choice<br />
    10. 10.
    11. 11. 7 Steps to Social Media ROI <br />Define the “R” – What are expected results?<br />Define the “I” -- What’s the investment?<br />Understand audiences and what motivates them <br />Choose metrics<br />Choose benchmarks <br />Pick a tool and undertake research<br />Analyze results, glean insight, take action, measure again<br />Source: KD Paine & Partners<br />
    12. 12. Key Performance Indicators (KPIs)<br />Cost savings<br />Efficiency<br />Cost per message communicated<br />Cost per new lead/customer acquired<br />Productivity: <br />Increase in employee engagement/morale<br />Lower turnover/recruitment costs<br />Engagement: <br />Ratio of posts to comments<br />% of repeat visitors<br />% of 5+ min visitors<br />% of registrations<br />Trust:<br />Improvement in relationship /reputation scores with customers and communities (Loyalty/Retention)<br />Thought leadership: <br />Share of quotes<br />Share of opportunities <br />Message penetration<br />Positioning on key issues<br />Improvement in favorable/unfavorable ratio<br />Source: KD Paine & Partners<br />
    13. 13. Measurement Options<br />Traffic: unique visitors vs. page views<br />Technorati rankings<br />RSS subscriptions<br />Google linkto: and allinanchor:<br />Delicious and Technorati tags<br />Trackbacks<br />WebsiteGrader.com, Xinu, Compete, Alexa scores<br />And more…<br /><ul><li>Search engine rank
    14. 14. Social bookmark activity
    15. 15. Comments
    16. 16. Inbound links
    17. 17. Copycat or parody videos
    18. 18. Mashups
    19. 19. Blog mentions
    20. 20. Discussion group posts
    21. 21. Social network membership
    22. 22. Bloglines or Blogpulserankings
    23. 23. Video viewership
    24. 24. Mainstream media references
    25. 25. Referral links
    26. 26. Search engine results
    27. 27. Sentiment analysis
    28. 28. Contest entries</li></li></ul><li>Set Up to Measure<br />Define metrics; for social media marketing, the two key ones are influence and engagement<br />Set up campaigns and event tracking for social media <br />Choose analytics software that can track specific events<br />Track fans, followers, etc. over time to measure growth in interest<br />Identify where visitors come from and how they interact. Feed back into marketing<br />Determine which social media channels are most effective<br />Research plug-ins and tools like Bit.ly, xinureturns, PostRank, and SocialToo for profile data<br />Aggregate analytics in one place<br />Source: KD Paine & Partners<br />
    29. 29. Sample Engagement Metrics <br />% increase or decrease in unique visits <br />In the past  month, what % of sessions were &gt;5 page views <br />% of sessions &gt;5 minutes in duration <br />% of visitors that return for more than 5 sessions <br />% of sessions that arrive at your site from a Google search/referral/link from your web site<br />% of visitors that subscribe<br />% of visitors that download content<br />% of visitors that provide an email address<br />Ratio of posts to comments <br />Source: KD Paine & Partners, <br />Eric Peterson<br />
    30. 30. Classifications of Discussion<br /><ul><li>Acknowledging receipt of information
    31. 31. Advertising something
    32. 32. Answering a question
    33. 33. Asking a question
    34. 34. Augmenting a previous post
    35. 35. Calling for action
    36. 36. Disclosing personal information
    37. 37. Distributing media
    38. 38. Expressing agreement
    39. 39. Expressing criticism
    40. 40. Expressing support
    41. 41. Expressing surprise
    42. 42. Giving a heads up
    43. 43. Responding to criticism
    44. 44. Giving a shout-out
    45. 45. Making a joke
    46. 46. Making a suggestion
    47. 47. Making an observation
    48. 48. Offering a greeting
    49. 49. Offering an opinion
    50. 50. Putting out a wanted ad
    51. 51. Rallying support
    52. 52. Recruiting people
    53. 53. Showing dismay
    54. 54. Soliciting comments
    55. 55. Soliciting help
    56. 56. Starting a poll
    57. 57. Validating a position</li></ul>Source: KD Paine & Partners<br />
    58. 58. Matching Goals & Metrics<br />Source: KD Paine & Partners<br />
    59. 59. Select Tools<br />Source: KD Paine & Partners<br />
    60. 60. Blogs: The Low-Risk Option<br />Cheap and easy to create and update<br />Have distinct personal voice<br />Can quickly build traffic through reciprocal links<br />Excellent search engine performance<br />Ability to control discussion<br />Fast, inexpensive alternative to press releases<br />
    61. 61. Blogging for Business<br />CEO<br />
    62. 62. Advise and Inform<br />
    63. 63. Event Promotion<br />
    64. 64. Publish Everywhere<br />44 million members<br />32 million members<br />300 million members<br />1 billion daily views<br />1 million daily visitors<br />6 million daily visitors<br />1.5 million daily visitors<br />10 million members<br />50 million members<br />
    65. 65. Many Uses for Twitter<br />
    66. 66. Engage Popular People<br />1.7 million followers<br />1.1 million followers<br />1.2 million followers<br />473,000 followers<br />980,000 followers<br />
    67. 67. Needs Definition<br />Peer Support<br />Product lifecycle<br />Viral Marketing<br />Product Architecture<br />Iterative Development<br />Field Testing<br />360° Of Value<br />
    68. 68. Facebook Fans<br />Repurpose media<br />Announcements<br />Feedback/testing<br />Mailing List<br />
    69. 69. Create Activity Timelines<br />Source: BrandBuilder<br />
    70. 70. Look at Sales Revenue<br />Source: BrandBuilder<br />
    71. 71. Net New Customers<br />Source: BrandBuilder<br />
    72. 72. Overlay All Timelines<br />activities<br />social data<br />web data<br />transactions<br />loyalty metrics<br />etc.<br />Source: BrandBuilder<br />
    73. 73. Look for Patterns<br />Impact<br />Uncertain Impact<br />Impact<br />Impact<br />No Impact<br />Before<br />After<br />Source: BrandBuilder<br />
    74. 74. Case Study: Clickable Gurus<br />
    75. 75. Case Study: Intel Insiders<br />
    76. 76. Case Study: Indium<br />
    77. 77. Case Study: Dell<br />
    78. 78. Case Study: Catapult<br />
    79. 79. Case Study: Stanford University<br />
    80. 80. Case Study: Sutter Medical Center<br />
    81. 81. Thank you!<br />Paul Gillin<br />508-656-0734<br />paul@gillin.com<br />www.gillin.com<br />Twitter: pgillin<br />Subscribe to my free weekly newsletter at gillin.com<br />Available on Amazon or from www.NewInfluencers.com <br />Available on Amazon or from www.SSMMbook.com<br />
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×