SMB Seattle Measurement And ROI


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Tac Anderson, Digital Consulting Director for Waggener Edstrom's Studio D, and Neil Beam, Senior Manager of Channel Strategy at AT&T, share their insights on social media measurement and ROI at SMBSeattle breakfast, Feb 2010. Accompanying livestream video here:

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  • SMB Seattle Measurement And ROI

    1. 1. Social Media Measurement and ROI: <br />Making the Connection from Monitoring to the Bottom Line<br />@tacanderson<br />@neilbeam<br />@tacanderson<br />@neilbeam<br />February 18, 2010<br />
    2. 2. Shout Outs…<br />Tableau…<br />Our SMB handlers… esp.Colleen, Colin, Warren, Heidi<br />Wine Gal…<br />Job Seeker…<br />My ride here today!<br />All of you for joining us here in person and online!<br />
    3. 3. Disclaimer…<br />Our views are our own, not necessarily those who provide our paychecks<br />
    4. 4. What are we going to tell you…<br />ROI is a Monetary Metrics<br />Attribution is a KEY most everyone is missing<br />Timeframe is another key<br />Scope of ROI is different for everyone<br />
    5. 5. How are we going to tell you…<br />Stories<br />Ben’s Story<br />ATTCustomerCare<br />Format: One of us shares, the other adds color… hopefully this works<br />
    6. 6. From Sean last month…<br />
    7. 7. Let’s get started: Ben’s Story<br />
    8. 8.
    9. 9. Weak ROI ties, but a start<br />Some considerations<br />3700 message views for 1 post<br />Net Promoter Attribution (20 pts in 14 months)<br />Brand Reputation<br />SEO<br />Capturing the unexpected<br />Taking it a step further…<br />Benchmark before and after the program<br />Sentiment<br />SEO<br />Mentions<br />Establish values to human activity: i.e. <br />$0.02 per view; <br />$2 for a review; <br />$1 for a Kudo/net Up-Vote <br />$10 for a “Solution”<br />
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    12. 12. Strong(er) Impact Metrics<br />Some considerations<br />1000 tweets per month * 15 staff<br />cSat<br />Neg. trends are down<br />Monitoring to address comments off AT&T Sites<br />Taking it a step further…<br />Map Call Drivers to Social Tactics<br />Publish Score Card with ROI<br />
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    14. 14. Social Sales<br />Shorter Sales Cycles<br />Increase Renewal Rate<br />Increased Up sell<br />Direct ROI<br />
    15. 15. Where can you take this…<br />Sales: Social Ads<br />Control group vs.:<br />Conversions per 1K impressions (CPTI)<br />Cost per Conversion<br />Customer Service: Call driver attribution<br />Formula of Importance {AHT, FCR, Number of calls}<br />Match Social tactics to the key call drivers<br />Example: Brand Awareness – Arbor Day – Going Green<br />Social Monitoring/Listening (before and after):<br />Sentiment<br />Mentions<br />Map the social graph and understand expanded relevant reach and the interaction levels that occur w/in the graph<br />
    16. 16. What did we try to tell you…<br />ROI is a Monetary Metrics<br />Most organizations like to report “impact” metrics and suggest these are ROI<br />Attribution is a KEY most everyone is missing<br />Benchmark, set baselines and watch movement<br />Survey for attribution, root cause of a behavior<br />Design for ROI, establish a control group<br />Timeframe is key<br />Sales investments & returns tend to be faster, but less sustainable<br />Service tends to take longer, but trends towards sustainability<br />Scope of ROI is different for everyone<br />Project Scope – most common<br />Utility Scope – most comprehensive<br />Person Scope – the future (that’s why everyone talks about those influencers)<br />
    17. 17. Resources<br />WOMMA <br /> Metrics Guidebook:<br /> (available for viewing at this link until 3/5) – or ask Neil to send you a copy<br />SMAC Metrics:<br />