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Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
Unraveling the Mystery of Social Media ROI
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Unraveling the Mystery of Social Media ROI

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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.

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  • Great slide capture of some of the key players so far
  • Transcript

    • 1. Unraveling the Mysteryof Social Media ROI<br />Paul Gillin<br />Author, The New Influencers<br />Secrets of Social Media Marketing<br />
    • 2.
    • 3.
    • 4.
    • 5. ROI<br />
    • 6. Simple Equation<br />(GAIN FROM INVESTMENT - COST OF INVESTMENT)<br />ROI =<br />COST OF INVESTMENT<br />
    • 7. Types Of Financial Impact<br />Orders<br />Subscriptions<br />Leads<br />Upgrades<br />Coupon redemptions<br />
    • 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. Bounty of Choice<br />
    • 10.
    • 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. 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. 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. Social bookmark activity
    • 15. Comments
    • 16. Inbound links
    • 17. Copycat or parody videos
    • 18. Mashups
    • 19. Blog mentions
    • 20. Discussion group posts
    • 21. Social network membership
    • 22. Bloglines or Blogpulserankings
    • 23. Video viewership
    • 24. Mainstream media references
    • 25. Referral links
    • 26. Search engine results
    • 27. Sentiment analysis
    • 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. 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. Classifications of Discussion<br /><ul><li>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</li></ul>Source: KD Paine & Partners<br />
    • 58. Matching Goals & Metrics<br />Source: KD Paine & Partners<br />
    • 59. Select Tools<br />Source: KD Paine & Partners<br />
    • 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. Blogging for Business<br />CEO<br />
    • 62. Advise and Inform<br />
    • 63. Event Promotion<br />
    • 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. Many Uses for Twitter<br />
    • 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. 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. Facebook Fans<br />Repurpose media<br />Announcements<br />Feedback/testing<br />Mailing List<br />
    • 69. Create Activity Timelines<br />Source: BrandBuilder<br />
    • 70. Look at Sales Revenue<br />Source: BrandBuilder<br />
    • 71. Net New Customers<br />Source: BrandBuilder<br />
    • 72. Overlay All Timelines<br />activities<br />social data<br />web data<br />transactions<br />loyalty metrics<br />etc.<br />Source: BrandBuilder<br />
    • 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. Case Study: Clickable Gurus<br />
    • 75. Case Study: Intel Insiders<br />
    • 76. Case Study: Indium<br />
    • 77. Case Study: Dell<br />
    • 78. Case Study: Catapult<br />
    • 79. Case Study: Stanford University<br />
    • 80. Case Study: Sutter Medical Center<br />
    • 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 />

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