Measuring Social Media ROI

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Spending on social media marketing continues to grow, but what are the metrics that could be measured and should they be bench-marked against return on investment? Get an idea of how well your strategy is working in terms of customer engagement.Learn to measure ROI on all your social media activities.

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Measuring Social Media ROI

  1. 1. Measuring Social Media ROI
  2. 2. What’s ROI? ROI
  3. 3. Sales funnel The AIDA Model
  4. 4. Metrics for the sales funnel
  5. 5. Most of us are measuring the wrong stuff
  6. 6. Measure “hard” objectives Examples • Increase awareness among target audience by 15% • Increase revenue by $5M • Drive 100 downloads of brochure • Encourage 10,000 adults to quit smoking
  7. 7. Measuring Cost effectiveness of tactics
  8. 8. Use a result-focused measurement framework
  9. 9. KPIs vs diagnostic metrics
  10. 10. How we measure
  11. 11. Incorporate measurement at every stage
  12. 12. Always-on cross media tracking
  13. 13. Some Insights • “By starting earlier and using social media to spread the word about the new product, we’re really reducing the amount of traditional advertising we have to spend.” - Jim Farley, Ford CMO • Four out of five consumers said they would be more inclined to buy a brand more often in the future after being exposed to a brand’s social media presence – AIB Research • After seeing a friend’s social signal (like, re-tweet, comment), 7% of his/her acquaintances will consider the brand in conversation, and 42% of his/her close friends will want to buy - Rotterdam School of Management white paper
  14. 14. Thank You

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