Social Media ROI Measurement

Quantitative Measurement

Activity Metrics For measuring the response of social media campaign, the following activity metrics are developed by our webmaster: Pageviews Unique visitors Members Posts (ideas/threads) Number of groups (networks/forums) Comments & Trackbacks Tags/Ratings/Rankings Time spent on site Contributors Active contributors Word count Referrals Completed profiles Connections (between members) Ratios: Member to contributor; Posts to comments; Completed profiles to posts Periods: By day, week, month, year Frequency: of visits, posts, comments Specific activity metrics are selected to use accourding to the objectives and the scale of the campaign

For measuring the response of social media campaign, the following activity metrics are developed by our webmaster:

Pageviews

Unique visitors

Members

Posts (ideas/threads)

Number of groups (networks/forums)

Comments & Trackbacks

Tags/Ratings/Rankings

Time spent on site

Contributors

Active contributors

Word count

Referrals

Completed profiles

Connections (between members)

Ratios: Member to contributor; Posts to comments; Completed profiles to posts

Periods: By day, week, month, year

Frequency: of visits, posts, comments

Specific activity metrics are selected to use accourding to the objectives and the scale of the campaign

Survey Metrics Surveys are conducted by using our proprietary survey tool ROPA to develop the following metrics Satisfaction Affinity Quality and speed of issue resolution Referral likelihood Relevance of content, connections

Surveys are conducted by using our proprietary survey tool ROPA to develop the following metrics

Satisfaction

Affinity

Quality and speed of issue resolution

Referral likelihood

Relevance of content, connections

Marketing/ Sales Metrics For measuring marketing/ sales driven social media campaign, the following activity metrics could be developed by daily operation records Cost per number of engaged prospects (community vs. other initiatives) Number of leads/period Number of qualified leads/period Ratio of qualified to non-qualified leads Cost of lead Time to qualified lead Lead conversion Number of pre-sales reference calls (to other customers) Average new revenue per customer Lifetime value of customers

For measuring marketing/ sales driven social media campaign, the following activity metrics could be developed by daily operation records

Cost per number of engaged prospects (community vs. other initiatives)

Number of leads/period

Number of qualified leads/period

Ratio of qualified to non-qualified leads

Cost of lead

Time to qualified lead

Lead conversion

Number of pre-sales reference calls (to other customers)

Average new revenue per customer

Lifetime value of customers

Customer Support Metrics ROPA surveys and daily operation records are used to develop the following customer support metrics Customer satisfaction Number of initiated support tickets per customer per period Support cost per customer in community

ROPA surveys and daily operation records are used to develop the following customer support metrics

Customer satisfaction

Number of initiated support tickets per customer per period

Support cost per customer in community

Qualitative Measurement

Benchmarks Are we currently part of conversations about our product/industry? How are we currently talked about versus our competitors? Build better relationships with our key audiences? Participate in conversations where we hadn’t previously had a voice? Move from a running monologue to a meaningful dialogue with customers? ROPA surveys are used to evaluate whether the benchmarks has been achieved

Are we currently part of conversations about our product/industry?

How are we currently talked about versus our competitors?

Build better relationships with our key audiences?

Participate in conversations where we hadn’t previously had a voice?

Move from a running monologue to a meaningful dialogue with customers?

ROPA surveys are used to evaluate whether the benchmarks has been achieved

How organizations measure ROI for their social media strategy?

Example

Mystarbucks.com is a community set up to increase communications between the company and their customers It serves two primary functions: Respond to the community Review and promote ideas . Customers join the online community to submit suggestions/comments and vote on others’ ideas. There are also forums where customers can talk directly to Starbucks representatives (roughly 200 moderators) from departments like beverages, cards, food and Human Resources Example: mystarbucksidea.com

Mystarbucks.com is a community set up to increase communications between the company and their customers

It serves two primary functions:

Respond to the community

Review and promote ideas .

Customers join the online community to submit suggestions/comments and vote on others’ ideas. There are also forums where customers can talk directly to Starbucks representatives (roughly 200 moderators) from departments like beverages, cards, food and Human Resources

Example: mystarbucksidea.com Measurement: 3 million unique visitors 60,000 ideas submitted 100,000s of comments 460,000 votes 2,500 moderator comments

Measurement:

3 million unique visitors

60,000 ideas submitted

100,000s of comments

460,000 votes

2,500 moderator comments

ROPA®

ROPA® ROPA® - is an electronic management survey platform that measures an audience’s opinion and views towards a brand, product or service offering. It provides real time reports and self-calculating analysis in a graphic format, accessible 24/7. Results can be used to support ATL & BTL campaigns. It is independent, credible market intelligence gained through professional third party – no bias.

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