Measuring Social Media ROE


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Everyone is talking about social media Return on Investment but measuring social media Return on Engagement (ROE) is what matters. New case studies and analysis show that real online engagement drives results. In this workshop, we’ll define status metrics that lead to ROE and engagement metrics, what kind of social media activities give the highest ROE, why it's so important, and how to use that information to design your programs and social media implementation. We'll also look at three ROE supportive case studies.

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Measuring Social Media ROE

  1. 1. Wheres the Return on Engagement? Measuring Social Media ROE Debra Askanase Special Thanks To Our Sponsors
  2. 2. Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it. A Proud Sponsor of
  3. 3. Today’s Speaker Debra Askanase Founder and Engagement Strategist, Community Organizer 2.0 Hosting: Assisting with chat questions:Sam Frank, Synthesis Partnership April Hunt, Nonprofit Webinars
  4. 4. Where’s the Return on Engagement?Measuring Social Media ROE Debra Askanase Community Organizer 2.0 May 18, 2011
  5. 5. Webinar Takeaways What is Return on Engagement Status and Engagement Metrics Designing ROE Case studies Tools
  6. 6.
  7. 7. The world of social media tools Communication Collaboration Multimedia Entertainment Reviews and Opinions
  8. 8. Return on EngagementThe metric tied to time and investment spent participating or interacting with other social media users, and in turn, what transpired thats worthy of measurement* Hat tip to Brian Solis for the inspiration
  9. 9. First define measurable goals
  10. 10. Define Activities and outcomes follow Design social media Realize Measurable Measurable Measurable Goals Activities Outcomes
  11. 11. There are two types of measurements Engagement and activism measurements Status Measurements (leading to ROE)
  12. 12. Status measurements Engagement and activism measurementsNumbers that are not in Numbers that are in thethe context of social context of social mediamedia conversations, nor conversations, and oftenreflect the impact of reflect the impact ofsocial network social networkconversations conversationsLeading to ROE Are used to measure ROE
  13. 13. 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
  14. 14. Status measurements alone do not tell the right storyGoal: sign up to play an online gameSocial media activity: TwitterStatus metric: number of Twitter followersThe Case of the 4,000 4,000 TwitterTwitter Followers Who followers in oneDon’t Care year!400 spammersOnly 3 followers that cared at allCouldn’t influence people to click links!No one playing game came from Twitter
  15. 15. Engagement and activismmeasurements: 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
  16. 16. Engagement you can measureParticipation – comments, interactions, usage of widgets,@messages, shares, likes, posts, tagsDegree of Authority – authoritative sites linking to yourURLs, talking to about your content, organization,campaign Influence – size of user base subscribed to your content,ability to influence conversation, Klout/Twitalyzer, #RTsper post, hits to website from social sitesSentiment – how do people feel about you, % change Resource:
  17. 17. If your social media strategy isn’t anengagement strategy, then you’re not realizing ROI
  18. 18. The social media activity funnel Move to Action Creates TrustSocial Media Engage (and realize ROE)
  19. 19. Case study from 22Squared:Studied how 100 top brands used social media
  20. 20. The successful brands moved peoplebeyond short-term impact to include return on engagement Objectives included advocacy, trust, loyalty, influence
  21. 21. You can design engagement for higher ROE
  22. 22. ROE of Social Media Actions* Engage Contribute Participate Create Create a Post Become a Visit video, reviews fan Watch custom Give Friend Download message, feedback Follow Read tweet, Vote Join Play product Contribute Discuss Donate for the ideas company Lowest to highest Return on Engagement* Based on
  23. 23. 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)
  24. 24. 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 spacesExample: 1200 people from our Facebook Page and Linkedin Group engagewith those sites monthly/6,700 people who follow us on those spaces= 18% are actually engaged with your organization online
  25. 25. 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 spacesExample: 280 people from our Facebook Page and Linkedin Group completeda survey on your site/6,700 people who follow us on those spaces= 4% are willing to take action for your organization
  26. 26. One type of ROE measurement chart Goal Leading to Measure- ROE Engagement ROE ments Activities Measure- Activities (mostly ments (some status) concurrent with ROE activities) Sign up for • Develop and • No. of fans • Q&A blog • FB classes online nurture FB • No who post interviews engagement Page • No. in group with students, • group • create FB • Post discussion on comments groups for impressions FB Page • poll each class • No. who visit • Create your participants site from own class (FB • No. who tell social media poll) a friend and • No. who are • Tell a friend tag on FB engaged activity weekly involving What is the tagging engagement %?
  27. 27. Goal was: sign up for online classes• How many came from Facebook?• How many came from the blog?• How many came from Twitter?• How many came from a specific link shared on social media?• What is the activism measurement?• What is the engagement measurement?
  28. 28. Sample social media metrics template Many thanks to Amy Sample Ward for creating this fabulous template Follow her @amyrsward
  29. 29. Overall Strategy Platforms Website Tactics Campaigns TacticsMeasure ROE and Leading to ROE
  30. 30. ROE: Lily the Black Bear black.bear
  31. 31. Remembering ROE of social media actions Engage Contribute Participate Create Create a Post Become a Visit video, reviews fan Watch custom Give Friend Download message, feedback Follow Read tweet, Vote Join Play product Contribute Discuss Donate for the ideas company Lowest to highest Return on Engagement* Based on
  32. 32. Designing Lily’s Engagement on FBEngage: Watch videos on FB and Live cam on site, donate, read, visit siteContribute: give opinions and feedback, vote in contests, name the bear, etc.Participate: Facebook Friend, follow tweets, discuss and commentCreate: Post their own photos, tweet proactively, comment proactively.
  33. 33. ROE: To Mama With Love
  34. 34. Designing TMWL EngagementEngage: donate, visit site and FB, readContribute: give opinions and feedback, vote on justcoz tweets, evaluate campaignParticipate: Facebook Friend, follow tweets, discuss and comment on each heartspace, within FB groupCreate: Create own heartspace, tweet proactively, comment proactively, create challenges, blog posts
  35. 35. Finding what you need to know online
  36. 36. Basic (& Free) Monitoring ToolsIndexed by Google, Google Alerts*: by Delicious or Flickr, Create Keyword RSS feeds:, in blog comments, Backtype: posts/blogs:
  37. 37. Basic (& Free) Monitoring ToolsGeneral search, Social Mention:http://www.socialmention.comMessage Boards, BoardReader:http://www.boardreader.comFacebook and Twitter campaigns, Rowfeeder:http://www.rowfeeder.comTwitter mentions,
  38. 38. infographic_b7831
  39. 39. It’s really important to spend the time creating an engaged community
  40. 40. …so that your ROE willscale and eventually…
  41. 41. If you ask, they will act.And ask others to do so. Enthusiastically.
  42. 42. Questions?
  43. 43. Thank You! Twitter: @askdebra skype: daskanase (617) 682-2977
  44. 44. Find the listings for our current season of webinars and register at Chris Dumas 707-812-1234 Special Thanks To Our Sponsors