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Where's the Return on Engagement? Measuring Social Media ROE

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This presentation looks at how to measure real social media engagement, and defines metrics that lead to ROE and metrics that actually measure activism based on ROE. We also look at what social media activities lead to the highest ROE and how to use that information to design your programs and social media implementation. Lastly, the presentation covers three ROE supportive case studies.

Where's the Return on Engagement? Measuring Social Media ROE

  1. 1. Where’s the Return on Engagement? Measuring Social Media ROE Debra Askanase Community Organizer 2.0 May 18, 2011
  2. 2. Webinar Takeaways What is Return on Engagement Status and Engagement Metrics Designing ROE Case studies Tools http://www.flickr.com/photos/52352295@N00/181354778/
  3. 3. http://www.flickr.com/photos/lenore-m/312319615/
  4. 4. Communication Collaboration Multimedia Entertainment Reviews and Opinions
  5. 5. Return on Engagement <ul><li>The metric tied to time and investment spent participating or interacting with other social media users, and in turn, what transpired that's worthy of measurement * </li></ul>Hat tip to Brian Solis for the inspiration http://socialmediatoday.com/index.php?q=SMC/176801
  6. 6. First define measurable goals http://www.flickr.com/photos/lululemonathletica/3876552794/
  7. 7. Activities and outcomes follow
  8. 8. There are two types of measurements Status Measurements (leading to ROE) Engagement and activism measurements http://www.flickr.com/photos/55714700@N00/5383102286/
  9. 9. Status measurements Engagement and activism measurements Numbers that are not in the context of social media conversations, nor reflect the impact of social network conversations Numbers that are in the context of social media conversations, and often reflect the impact of social network conversations Leading to ROE Are used to measure ROE
  10. 10. Status measurements: Leading to ROE These are status check-ins that are non-contextual such as Number of followers, friends, RTs, readers, Likes, views, connections, photos shared, etc. But we need to do it
  11. 11. Status measurements alone do not tell the right story 400 spammers Only 3 followers that cared at all Couldn’t influence people to click links! No one playing game came from Twitter Goal: sign up to play an online game Social media activity: Twitter Status metric: number of Twitter followers 4,000 Twitter followers in one year! The Case of the 4,000 Twitter Followers Who Don’t Care
  12. 12. Engagement and activism measurements: foster community These are contextual measurements that speak to how engaged the community is, how willing it is to take action, & your influence on the community => Converts to intended action http://www.flickr.com/photos/34086095@N05/4860818097/
  13. 13. Engagement you can measure Participation – comments, interactions, usage of widgets, @messages, shares, likes, posts, tags Degree of Authority – authoritative sites linking to your URLs, talking to about your content, organization, campaign Influence – size of user base subscribed to your content, ability to influence conversation, Klout/Twitalyzer, #RTs per post, hits to website from social sites Sentiment – how do people feel about you, % change Resource: http://www.beingpeterkim.com/2008/09/a-framework-for.html
  14. 14. If your social media strategy isn’t an engagement strategy, then you’re not realizing ROI
  15. 16. The social media activity funnel (and realize ROE)
  16. 17. Case study from 22Squared: Studied how 100 top brands used social media http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
  17. 18. The successful brands moved people beyond short-term impact to include return on engagement Objectives included advocacy, trust, loyalty, influence
  18. 19. You can design engagement for higher ROE http://www.flickr.com/photos/48450255@N08/5188623949/
  19. 20. ROE of Social Media Actions* Create a video, custom message, tweet, product for the company Become a fan Friend Follow Join Discuss Post reviews Give feedback Vote Contribute ideas Visit Watch Download Read Play Donate Engage Contribute Participate Create Lowest to highest Return on Engagement * Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
  20. 21. Creators talked and proactively shared information about the brand the most. They also influenced buying decisions the most. Low-level engagement by itself did not produce significant ROE (this activities lead to ROE)
  21. 22. It is possible to measure level of engagement Engagement Measurement Total number who engage in some way with your organization’s social media spaces or within it/ Total number of people in the same social media spaces Example: 1200 people from our Facebook Page and Linkedin Group engage with those sites monthly/6,700 people who follow us on those spaces = 18% are actually engaged with your organization online
  22. 23. It is possible to measure activism Activism Measurement Total number who took action from your social spaces that you asked them to take / Total number of people within your social media spaces Example: 280 people from our Facebook Page and Linkedin Group completed a survey on your site/6,700 people who follow us on those spaces = 4% are willing to take action for your organization
  23. 24. One type of ROE measurement chart Goal Leading to ROE Activities (some concurrent with ROE activities) Measure-ments (mostly status) ROE Activities Engagement Measure-ments Sign up for classes online <ul><li>Develop and nurture FB Page </li></ul><ul><li>create FB groups for each class </li></ul><ul><li>No. of fans </li></ul><ul><li>No who post </li></ul><ul><li>No. in group </li></ul><ul><li>Post impressions </li></ul><ul><li>No. who visit site from social media </li></ul><ul><li>No. who are engaged weekly </li></ul><ul><li>Q&A blog </li></ul><ul><li>interviews with students, discussion on FB Page </li></ul><ul><li>Create your own class (FB poll) </li></ul><ul><li>Tell a friend activity involving tagging </li></ul><ul><li>FB engagement </li></ul><ul><li>group comments </li></ul><ul><li>poll participants </li></ul><ul><li>No. who tell a friend and tag on FB </li></ul><ul><li>What is the engagement %? </li></ul>
  24. 25. Goal was: sign up for online classes <ul><li>How many came from Facebook? </li></ul><ul><li>How many came from the blog? </li></ul><ul><li>How many came from Twitter? </li></ul><ul><li>How many came from a specific bit.ly link shared on social media? </li></ul><ul><li>What is the activism measurement? </li></ul><ul><li>What is the engagement measurement? </li></ul>
  25. 26. https://spreadsheets.google.com/ccc?key=0Auim7mCKWRJsdEVHYTRHOV9oUVV0dk5rR1plbWFyOGc&hl=en&authkey=CIGr7Y4D#gid=2 Sample social media metrics template Many thanks to Amy Sample Ward for creating this fabulous template Follow her @amyrsward
  26. 27. Tactics Overall Strategy Platforms Website Tactics Campaigns Measure ROE and Leading to ROE
  27. 28. ROE: Lily the Black Bear http://www.facebook.com/lily.the.black.bear
  28. 30. Remembering ROE of social media actions Create a video, custom message, tweet, product for the company Become a fan Friend Follow Join Discuss Post reviews Give feedback Vote Contribute ideas Visit Watch Download Read Play Donate Engage Contribute Participate Create Lowest to highest Return on Engagement * Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
  29. 31. Designing Lily’s Engagement on FB <ul><li>Engage: Watch videos on FB and Live cam on site, donate, read, visit site </li></ul><ul><li>Contribute: give opinions and feedback, vote in contests, name the bear, etc. </li></ul><ul><li>Participate: Facebook Friend, follow tweets, discuss and comment </li></ul><ul><li>Create: Post their own photos, tweet proactively, comment proactively. </li></ul>
  30. 33. ROE: To Mama With Love
  31. 34. Designing TMWL Engagement <ul><li>Engage: donate, visit site and FB, read </li></ul><ul><li>Contribute: give opinions and feedback, vote on justcoz tweets, evaluate campaign </li></ul><ul><li>Participate: Facebook Friend, follow tweets, discuss and comment on each heartspace, within FB group </li></ul><ul><li>Create: Create own heartspace, tweet proactively, comment proactively, create challenges, blog posts </li></ul>
  32. 38. Finding what you need to know online http://www.flickr.com/photos/23196822@N00/2224184085/
  33. 39. Basic (& Free) Monitoring Tools Indexed by Google, Google Alerts*: http://www.google.com/alerts Tagged by Delicious or Flickr, Create Keyword RSS feeds: http://www.delicious.com , http://www.flickr.com Chatter in blog comments, Backtype: http://www.backtype.com/home/alerts Blog posts/blogs: http://www.blogpulse.com/
  34. 40. Basic (& Free) Monitoring Tools Message Boards, BoardReader: http://www.boardreader.com Facebook and Twitter campaigns, Rowfeeder: http://www.rowfeeder.com General search, Social Mention: http://www.socialmention.com Twitter mentions, SocialOomph: www.socialoomph.com
  35. 41. http://www.mediabistro.com/alltwitter/what-are-the-best-social-media-monitoring-tools-infographic_b7831
  36. 42. It’s really important to spend the time creating an engaged community http://www.flickr.com/photos/73584213@N00/322654818/
  37. 43. … so that your ROE will scale and eventually… http://www.flickr.com/photos/65823059@N00/2283805003/
  38. 44. If you ask, they will act. And ask others to do so. Enthusiastically.
  39. 45. http://www.flickr.com/photos/32595872@N02/4195880838/ Questions?
  40. 46. Thank You! [email_address] Twitter: @askdebra skype: daskanase Slideshare.net/debask (617) 682-2977

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