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Marketing you can measure
TM
Measuring social media: finding the real value for your business
Figaro Social Seminar
Marketing you can measure
TM
Marketing you can measure
TM
A typical social strategy…
Marketing
Support Search
Market Research
Customer
Service
Recruitm...
Marketing you can measure
TM
A typical social strategy…
Marketing
Support Search
Market Research
Customer
Service
Recruitm...
Marketing you can measure
TM
Jane - The Social Media Manager
What else should she report on?
Objectives:
1. Social traffic...
Marketing you can measure
TM
ROI
ROI =
(Revenue – Cost)
Cost
Marketing you can measure
TM
More social
Conversation
Share
Total Mentions
Industry Mentions
=
Marketing you can measure
TM
More social
Net
Promoter
Score
Positive Mentions - Negative mentions
Overall Mentions
=
Marketing you can measure
TM
Mark - The search marketing guy
Objectives:
1. Search traffic
2. Leads/Revenue from
Search
3....
Marketing you can measure
TM
Chris – Market Research
Objectives:
Provide valuable insights
to the business on the
1. Marke...
Marketing you can measure
TM
ROI
ROI =
(Likely Research Cost –
Social Investment)
Social Investment
Marketing you can measure
TM
Gemma – Customer Services
Objectives:
1. Exceptional service
2. 0 unresolved issues
3. Calls ...
Marketing you can measure
TM
NPS
Net
Promoter
Score
Positive Mentions - Negative mentions
Overall Mentions
=
Marketing you can measure
TM
Sally – HR (recruitment)
Objectives:
1. Recruit the best
people for each
position
2. Meet bud...
Marketing you can measure
TM
ROI
ROI =
(Hire Cost through Recruiter –
Social investment)
Social investment
Marketing you can measure
TM
ROI
(£7,000 – £500)
£500
13 x more cost
effective via
social
=
Marketing you can measure
TM
So…
How can Jane report
social success to her
board?
Marketing you can measure
TM
Social Success
Marketing you can measure
TM
Social Success
Marketing you can measure
TM
Social Success
Marketing you can measure
TM
Social Success
Marketing you can measure
TM
Questions?
Marketing you can measure
TM
Sign up to receive our PPC idea book too
www.coastdigital.co.uk/figaro
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Measuring Social Media - Finding the Real Value for Your Business

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Measuring Social Media - Finding the Real Value for Your Business

  1. 1. Marketing you can measure TM Measuring social media: finding the real value for your business Figaro Social Seminar
  2. 2. Marketing you can measure TM
  3. 3. Marketing you can measure TM A typical social strategy… Marketing Support Search Market Research Customer Service Recruitment
  4. 4. Marketing you can measure TM A typical social strategy… Marketing Support Search Market Research Customer Service Recruitment
  5. 5. Marketing you can measure TM Jane - The Social Media Manager What else should she report on? Objectives: 1. Social traffic 2. Leads/Revenue from Social 3. Engagement Overall objectives: 1. Lead generation 2. Revenue
  6. 6. Marketing you can measure TM ROI ROI = (Revenue – Cost) Cost
  7. 7. Marketing you can measure TM More social Conversation Share Total Mentions Industry Mentions =
  8. 8. Marketing you can measure TM More social Net Promoter Score Positive Mentions - Negative mentions Overall Mentions =
  9. 9. Marketing you can measure TM Mark - The search marketing guy Objectives: 1. Search traffic 2. Leads/Revenue from Search 3. Keyword Positions Overall objectives: 1. Lead generation 2. Revenue Demands on Jane: • Share my content • Generate me links • Inform new content Jane should • Monitor links from social channels • Impact on rankings • Claim % leads/revenue?
  10. 10. Marketing you can measure TM Chris – Market Research Objectives: Provide valuable insights to the business on the 1. Marketplace 2. Customers 3. Potential Opportunities Demands on Jane: • Help me access potential customers for free • Help me monitor the landscape Jane should: • Report on the insights gained from social • Consider the like for like value of the research
  11. 11. Marketing you can measure TM ROI ROI = (Likely Research Cost – Social Investment) Social Investment
  12. 12. Marketing you can measure TM Gemma – Customer Services Objectives: 1. Exceptional service 2. 0 unresolved issues 3. Calls waiting for no more than 10 minutes Demands on Jane: • Be able to deal with customer complaints • Or Train someone in my team to do it Jane should: • Translate the customer service objectives to social • Show where social is stronger than traditional channels
  13. 13. Marketing you can measure TM NPS Net Promoter Score Positive Mentions - Negative mentions Overall Mentions =
  14. 14. Marketing you can measure TM Sally – HR (recruitment) Objectives: 1. Recruit the best people for each position 2. Meet budgets for each hire Demands on Jane: • Get me the good CVs • Help me find potential candidates Jane should: • Demonstrate the value of savings made!
  15. 15. Marketing you can measure TM ROI ROI = (Hire Cost through Recruiter – Social investment) Social investment
  16. 16. Marketing you can measure TM ROI (£7,000 – £500) £500 13 x more cost effective via social =
  17. 17. Marketing you can measure TM So… How can Jane report social success to her board?
  18. 18. Marketing you can measure TM Social Success
  19. 19. Marketing you can measure TM Social Success
  20. 20. Marketing you can measure TM Social Success
  21. 21. Marketing you can measure TM Social Success
  22. 22. Marketing you can measure TM Questions?
  23. 23. Marketing you can measure TM Sign up to receive our PPC idea book too www.coastdigital.co.uk/figaro

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