Discover how to measure the ROI (return on investment) of your social media markting plan

1. Getting
@MIDWEST practical with
social media
again.

2. PROVE IT BEFORE YOU BUY IT

3. AND THE CLIENTS
 GE ED&C
 GE Supply
 GE Appliances
 Honeywell
 Lundia
 Plano
 Kaboodles
 Pfister
 Boss
 Kechler
 Revere Cookware
 Nestle
 Caterpillar
 Cat Fuel Systems
 And others

4. BUT SOCIAL MEDIA?

5. OR IS IT?
It takes a team

6. OR IS IT?
It takes a team
It takes technology

7. OR IS IT?
It takes a team
It takes technology
It takes time

8. OR IS IT?
It takes a team
It takes technology
It takes time
All of which are
limited resources

9. SO WHAT’S THIS ROI

10. THIS IS SOCIAL MEDIA ROI
Return on
Engagement
Return on
Participation
Return on
Interactions
Return on Attention
Return on Trust

11. THE 5 STEPS OF SOCIAL
MEDIA MEASUREMENT

12. Define
STEP 1 your goals

13. STEP 1: DEFINING YOUR GOALS
 Likes (traditional)  Sales
 Retweets  Registrations
 Traffic  Referrals
 Website visits  Links (the currency of
 Videos watched the social web)
 Images viewed  Votes
 Flyer downloaded  Reduction of phone
 Page viewed calls
 More Phone calls  Decrease in customer
issues

14. STEP 1: DEFINING YOUR GOALS

15. STEP 1: DEFINING YOUR GOALS

16. STEP 2 The Plan

17. STEP 2: THE PLAN
 Drivers.
 The big four: Facebook, Twitter, YouTube, LinkedIN
 The pups: Flickr, 4Square.
 The traditional: Email.
 The new buzz: Mobile (not just texting anymore)
 The forgotten: Blogs, Voice mail, Signatures
 The tried and true: Print, Press releases
 The electronic: Digital billboards, Web ads (on others sites)
 Landing Pages.
 Designed specifically around the social media campaign
 Measured with analytics
 Mobile landing pages
 Shortened URL

18. STEP 2: THE PLAN
Create an Activity
Timeline of the
drivers
 Social Media
 Blogs (Websites)
 Print
 Email
 Press Releases
 Mobile messages
 Etc.

19. STEP 2: THE PLAN
 Hootsuite
 Scheduled postings
 Multiple authors
 Link shortening
 Link tracking

20. STEP 2: THE PLAN
 Google Analytics
 Source tracking
 Path analysis

21. STEP 2: THE PLAN
The Tools
 Social Sharing
 Share on their networks
 Likes/Recommendation
 Facebook Connect

22. STEP 2: THE PLAN
Integration
 YouTube Videos on
 Facebook
 Website
 Twitter

23. STEP 2: THE PLAN
Integration
 Flickr Images
 Facebook
 Website
 Twitter

24. STEP 2: THE PLAN
Integration
 Twitter
 Websites

25. STEP 2: THE PLAN
Integration
 Facebook
 Website

26. STEP 2: THE PLAN
The
influencers.
Who are
they?

27. The
STEP 3 Launch

28. STEP 3: THE LAUNCH
Objective: Get
started.
Release your
influencers.
Stick to the
plan (but don’t
be afraid to
react and
improvise)

29. STEP 4 The
Management

30. STEP 4: THE MANAGEMENT
 Objective
 Engage prospects
 Engage customers
 Engage clients
 In short: Engage
 In order to
 Connect with the
brand
 Connect with the
message
 In short: Connect with
your audience

31. STEP 4: THE MANAGEMENT
Monitor the
conversation
 And respond
within a
reasonable
timeframe

32. STEP 4: THE MANAGEMENT
Google Alerts
 Blogs
 Media
 everywhere
else
 Remember
that ratings
and reviews
was number 2

33. STEP 4: THE MANAGEMENT
Watch your web
traffic
 And just if necessary

34. STEP 5 Review

35. STEP 5: REVIEW
Take a breath
Relax
Now is the time to
reflect

36. STEP 5:
REVIEW
Q u a l i t a t iv e
M et r i c s

37. ST E P 5 :
RE VI E W
Q u a n t i t a t i ve
M et r i c s

38. STEP 5: REVIEW
Record your
observations
Record your stats
And do it again

39. The ROI
SUMMARY Metrics

40. SUMMARY: THE ROI METRICS