The ROI of ROISocial Media Metrics thatMatter      Cory Hartlen Product Marketing Manager cory.hartlen@radian6.com   Twitt...
Your Customers Share More than Ever Before                                                   Having a problem             ...
But Enterprises Are Not Preparedto Engage in Social Conversations                                    of CMOs are tracking ...
| THE SOCIAL DIVIDE: VOICE OF THE              MARKET AND ORGANIZATIONSYour customers, employees,                         ...
| STEP ONEDEVELOP YOUR PLAN
| IT ALL STARTS WITH LISTENING, BUT FOR WHAT?           Compliments Crisis Ideas         Influencers CampaignComplaints   ...
| THE FIVE C’S OF SOCIAL MARKETING     ContentCommunity   ConversationCollaboration     Connections
| THE SEVEN OUTCOMES OF SOCIAL MARKETING• Enhance Branding or  Increase awareness• Protect Brand Reputation• Facilitating ...
| SOCIAL MEDIA GRID,            ALIGN YOUR DEPARTMENT AND CORPORATE GOALS                  Your Brand           Your      ...
| COMMON SOCIAL BUSINESS OBJECTIVES•Gaining Exposure•Fostering Dialogue•Generating Interactions•Facilitating Support•Promo...
| AVOID THE SILOS  Blogs         Forums        Facebook   Twitter   YouTubeMarketing          PR           HR       Sales ...
| SOCIAL MEDIA COUNCIL, CHAMPIONS FROM EACH          DEPARTMENT  Blogs         Forums      Facebook     Twitter        You...
| ADVANCED COMMUNITY MODEL Blogs        Forums     Facebook     Twitter   YouTube                     Community TeamMarket...
| MEASUREMENTS THAT MATTERSWHAT CAN WEMEASURE?
| WHAT CAN WE MEASURE?•   Social Metrics•   Workflow Metrics•   Web-Analytics•   CRM Metrics                    © 2012 Rad...
| ROI OF SOCIAL FOR:Four Examples:Customer ServiceProduct ManagementRecruitmentLead Generation
| SOCIAL CUSTOMER SERVICE• Listen at the point of need, window of  opportunity.• Comcast saves a million during the big ga...
| SAVE MONEY, JUST LISTENBuild your Best Mouse Trap. Listen to what people like, don’tlike, in your and your competitors p...
ROI with Lead Generation
| FILL YOUR PIPELINE WITH SOCIALListen to your industry for point of need• Radian6 case study• Client stories•Voice Over I...
| CONTENT THAT MATTERSWeb Analytics IntegrationCaution!Math Ahead
| ROI WITH WEB ANALYTICS                  © 2012 Radian6
| ROI WITH WEB ANALYTICSWhat’s driving traffic?                           © 2012 Radian6
| ROI WITH WEB ANALYTICS• Revenue generating conversion points• Measure: Visits (V), Average Revenue (AR)  Conversions (C)...
QUESTIONS?Presented by@CoryHartlenProduct Marketing ManagerSalesforce Radian6Cory.Hartlen@radian6.com
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The ROI of ROI. Social Media Metrics that Matter

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Numbers never lie. That is, unless you have the wrong numbers. As we move from traditional media to social media, new numbers have been created that can either show you to be on the right track or off the beaten one. This session will separate the metrics that matter from the ones that don’t.

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  • Only 38%
  • Your customers, prospects, analysts, detractors and advocates are social.. They are having important conversations that either need immediate responses or hold valuable data about your products and operations. -There needs to be a way to seize these opportunities as they arise on the social web, and be part of the conversations going on about your brand, products, competitors, and industry.
  • A phone is just a phone
  • The ROI of ROI. Social Media Metrics that Matter

    1. 1. The ROI of ROISocial Media Metrics thatMatter Cory Hartlen Product Marketing Manager cory.hartlen@radian6.com Twitter: @coryhartlen
    2. 2. Your Customers Share More than Ever Before Having a problem Great with… article on… Love the Looking new… Cool for recs... video… Hiring Product a CTO… review… But what are they saying?
    3. 3. But Enterprises Are Not Preparedto Engage in Social Conversations of CMOs are tracking social 38% media metrics1 of CMOs feel unprepared 68% to deal with social media1 of companies ignore customer 70% complaints on Twitter2 1 IBM Global CMO Study 2011 2 Maritz and evolve24 Twitter Study, September 2011
    4. 4. | THE SOCIAL DIVIDE: VOICE OF THE MARKET AND ORGANIZATIONSYour customers, employees, How do you seizesuppliers, fans and detractors are the opportunity?social. This is your community!
    5. 5. | STEP ONEDEVELOP YOUR PLAN
    6. 6. | IT ALL STARTS WITH LISTENING, BUT FOR WHAT? Compliments Crisis Ideas Influencers CampaignComplaints Needs Competition
    7. 7. | THE FIVE C’S OF SOCIAL MARKETING ContentCommunity ConversationCollaboration Connections
    8. 8. | THE SEVEN OUTCOMES OF SOCIAL MARKETING• Enhance Branding or Increase awareness• Protect Brand Reputation• Facilitating PR• Building Communities• Improving Customer Service• Driving R&D• Increasing Sales-Jason Falls, Nobullshitsocialmedia.com
    9. 9. | SOCIAL MEDIA GRID, ALIGN YOUR DEPARTMENT AND CORPORATE GOALS Your Brand Your Your Industry CompetitorsListen/Analyze 1 2 3 Measure 4 5 6Engage/Content 7 8 9 9
    10. 10. | COMMON SOCIAL BUSINESS OBJECTIVES•Gaining Exposure•Fostering Dialogue•Generating Interactions•Facilitating Support•Promoting Advocacy•Spurring InnovationJohn Lovett, Social Media Metrics Secrets
    11. 11. | AVOID THE SILOS Blogs Forums Facebook Twitter YouTubeMarketing PR HR Sales Cust. Serv.
    12. 12. | SOCIAL MEDIA COUNCIL, CHAMPIONS FROM EACH DEPARTMENT Blogs Forums Facebook Twitter YouTubeMarketing PR HR Sales Cust. Serv.
    13. 13. | ADVANCED COMMUNITY MODEL Blogs Forums Facebook Twitter YouTube Community TeamMarketing PR HR Sales Cust. Serv.
    14. 14. | MEASUREMENTS THAT MATTERSWHAT CAN WEMEASURE?
    15. 15. | WHAT CAN WE MEASURE?• Social Metrics• Workflow Metrics• Web-Analytics• CRM Metrics © 2012 Radian6
    16. 16. | ROI OF SOCIAL FOR:Four Examples:Customer ServiceProduct ManagementRecruitmentLead Generation
    17. 17. | SOCIAL CUSTOMER SERVICE• Listen at the point of need, window of opportunity.• Comcast saves a million during the big game.• Integrate with CRM to: • Measure cost per resolution. • Social Resolutions per hr vs phone or email. • Increase in one touch closes • Measure call deflection © 2012 Radian6
    18. 18. | SAVE MONEY, JUST LISTENBuild your Best Mouse Trap. Listen to what people like, don’tlike, in your and your competitors products or services.Measure uptake in sales from social listening in new release, ordollars saved from social focus group.Save HR dollars. Find prospects in the industry fields you’relooking to recruit. Measure cost per HR prospect. © 2012 Radian6
    19. 19. ROI with Lead Generation
    20. 20. | FILL YOUR PIPELINE WITH SOCIALListen to your industry for point of need• Radian6 case study• Client stories•Voice Over IP Company, Turn tweets to dollars 240,000 of them!!! © 2012 Radian6
    21. 21. | CONTENT THAT MATTERSWeb Analytics IntegrationCaution!Math Ahead
    22. 22. | ROI WITH WEB ANALYTICS © 2012 Radian6
    23. 23. | ROI WITH WEB ANALYTICSWhat’s driving traffic? © 2012 Radian6
    24. 24. | ROI WITH WEB ANALYTICS• Revenue generating conversion points• Measure: Visits (V), Average Revenue (AR) Conversions (C), Leads (L) and Lead Revenue (LR)*(#V’s x AR/V) + (#C’s x AR/C) +(#L’s x AR/L) ≥ LR+ = XWhere X = Total Influencer Revenue{(X-C)/C}*100%=ROI © 2012 Radian6
    25. 25. QUESTIONS?Presented by@CoryHartlenProduct Marketing ManagerSalesforce Radian6Cory.Hartlen@radian6.com

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