Your SlideShare is downloading. ×
Unraveling the Mystery of Social Media ROI
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Unraveling the Mystery of Social Media ROI

4,009
views

Published on

Social media marketing is sometimes criticized for having questionable return on investment, but much of the skepticism arises from the fact that these platforms are so new. The Internet is the most …

Social media marketing is sometimes criticized for having questionable return on investment, but much of the skepticism arises from the fact that these platforms are so new. The Internet is the most measurable medium ever invented, which means that the online actions that lead people toward a desired goal can be tracked and refined.

The key is to start with the object and work backwards to define metrics and tools to measure it. A growing number of corporations are institutions are now doing exactly that. They are measuring not only transactions and leads, but also less tangible results like:

Better decision-making
Cost avoidance
Increases in brand equity
Improvements in customer loyalty
Crisis containment

This presentation describes a disciplined approach to social media measurement and offers case studies of b-to-b and b-to-c organizations that are applying metrics to deliver reliable ROI.

Published in: Business, Technology

1 Comment
15 Likes
Statistics
Notes
No Downloads
Views
Total Views
4,009
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
165
Comments
1
Likes
15
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
  • Great slide capture of some of the key players so far
  • Transcript

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

    ×