Prayukth K V
“We haven't measured it!!”
MIT Sloan Management Review
SO, WHERE DO WE START?
If a company could reach 16% of it’s total following on a
social account with a single post/update....
SET YOUR MEASUREMENT OBJECTIVES
 Identify outcomes: Identify a limited but substantive
set of business outcomes which can...
WHAT TO MEASURE? GET SMART.
 Specific. Be specific in target results. Such as use
numbers and verbs — change, improve, co...
MEASURING - EXTERNAL
 Derive metrics primed for social media
 The approach should be based on
 Audience
 Reach
 Engag...
TRANSLATED!
MEASURING – INTERNAL
 Response times to a conversation/request
 Quality of response – measured in degree of
satisfaction...
GET IT RIGHT THIS TIME!
For more updates and marketing strategies, join me
on
Information is provided for academic purpose...
Measuring social media RoI
Upcoming SlideShare
Loading in...5
×

Measuring social media RoI

365

Published on

How can marketeers measure social media ROI? Find out...

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

  • Be the first to like this

No Downloads
Views
Total Views
365
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Measuring social media RoI

  1. 1. Prayukth K V
  2. 2. “We haven't measured it!!”
  3. 3. MIT Sloan Management Review
  4. 4. SO, WHERE DO WE START? If a company could reach 16% of it’s total following on a social account with a single post/update. Assuming a 1% click-through rate on the post and a 2% conversion rate from visits to lead, the brand would need 1,250,000 followers to generate 250 leads. - Nichole Kelly, Social Media Explorer That’s indeed academic! In reality, measuring social media RoI is not that straightforward a deal.
  5. 5. SET YOUR MEASUREMENT OBJECTIVES  Identify outcomes: Identify a limited but substantive set of business outcomes which can be created or accelerated due to the social initiative.  Identify current measurement parameters: SLAs, problem resolution, modified features, customer satisfaction etc.  Identify stakeholders: isolate sources of most reliable input and feedback.  Identify conversation priorities: to grade conversations  Identify impact: potential impact of social conversations on the functional organisation  Identify change: brought about by your social media presence on internal and external on key stakeholders  Identify tangible and intangible goals
  6. 6. WHAT TO MEASURE? GET SMART.  Specific. Be specific in target results. Such as use numbers and verbs — change, improve, complete, perform, etc. — when setting goals.  Measurable. Have a way to measure progress.  Actionable. Goals should be achievable by those assigned to work on them.  Realistic. Consider available resources and skills to make sure goals are not impossible to achieve.  Timed. Set a deadline or timetable by which goals should be achieved.
  7. 7. MEASURING - EXTERNAL  Derive metrics primed for social media  The approach should be based on  Audience  Reach  Engagement (quality and quantity)  Sentiment (created/altered)  Feedback  Content demand generated  Web traffic generated (click throughs)  Call to action answered  Social leads  Negative/avoidable conversations prevented  Positive/desirable conversations generated
  8. 8. TRANSLATED!
  9. 9. MEASURING – INTERNAL  Response times to a conversation/request  Quality of response – measured in degree of satisfaction of the social constituent  Time taken to incorporate feedback  How employees are engaging with your brand on social media
  10. 10. GET IT RIGHT THIS TIME! For more updates and marketing strategies, join me on Information is provided for academic purposes only
  1. A particular slide catching your eye?

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

×