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The Digital Champion:
How to Prove Social ROI
Brandwatch NYK - May 8, 2017
Join the conversation using #hootNYK
@hootsuite
Don Halliwell
SME,
Enterprise Client Strategy
@DonnyHalliwell
Join the conversation using #hootNYK
Story time!
Anybody
know what
this is?
$5M+
Going up
in flames.
BAE:Before Anything Else
Understand what you’re trying
to achieve and align efforts.
Join the conversation using #hootNYK
Social ROI =
Join the conversation using #hootNYK
• Random
• Rapid
• Rogue
1st Wave of Social
2nd Wave of Social
• Coordinated
• Community
• Content
• Meaningful
• Outcome vs
Output
• Deliberate
3rd Wave of Social
The reality is that in most
companies, employees
struggle to articulate the
wider organizational
goals.
Join the conversat...
This immediately causes a
struggle to align social
media activities to achieve
organizational targets.
Join the conversati...
Social ROI: Why Measure?
You either help...
Make
Money
Save
Money
Mitigate
Risk
and/
or
and/
or
Join the conversation usin...
3 Key Steps to Measure
Your Social ROI
1. Set the right goals
2. Validate and calculate
3. Check in and adjust on
the go
1. Set the right goals
Join the conversation using #hootNYK
“Our goal is to make
our social media
accounts feel more
global.”
“We want to create
memorable
moments that
attract, engage and
retain a community
of brand loyalists.”
“Our overall goal is
to increase
revenue, which
includes
monetizing our
social media
channels.”
“We have no
formal goals for
social media
support.”
What goals matter, and to who?
Manager: Consolidated reporting and tracking, secure pre-approved content workflow
Dir. Mar...
It all starts with goals.
What are yours?
2. Validate and calculate
Join the conversation using #hootNYK
Validate & Calculate your ROI
✓ Identify & implement the right tools to help
you measure and demonstrate your social ROI
✓...
Join the conversation using #hootNYK
Retail customer example
ROI Baseline =
3x return on paid social
3. Adjust on the go
Join the conversation using #hootNYK
Check in, adjust as needed
Social media lifecycles are short—identify & adjust
underperforming campaigns quickly & efficie...
What it might
look like IRL...
In Real Life
Simplify the problem
$$ = Conversion Rate X Traffic
Join the conversation using #hootNYK
Create focused projects
Increase
Conversion
A
B
C
Increase
Traffic
X
Y
Z
Join the conversation using #hootNYK
Create focused projects
Increase
Conversion
A
B
C
Increase
Traffic
X
Y
Z
✓ Better CTAs in content
✓ Simpler web experience...
Your Social ROI
Mission
✓ Set the right goals
✓ Validate and calculate
✓ Check in and adjust on the go
Thank You!
SME, Enterprise Client Strategy
@DonnyHalliwell
Don Halliwell
Join the conversation using #HootNYK
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The Digital Champion: How to Prove Social ROI

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As digital leaders continue to evolve the way we measure impact, how do we attribute our day-to-day actions into meaningful ROI for the business? This session will explore methods for providing and measuring value that goes deeper than traditional vanity metrics. We will discuss not only why but how data can unlock insight, drive deeper relationships with customers and effect your bottom line.

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The Digital Champion: How to Prove Social ROI

  1. 1. The Digital Champion: How to Prove Social ROI Brandwatch NYK - May 8, 2017 Join the conversation using #hootNYK
  2. 2. @hootsuite Don Halliwell SME, Enterprise Client Strategy @DonnyHalliwell Join the conversation using #hootNYK
  3. 3. Story time!
  4. 4. Anybody know what this is?
  5. 5. $5M+ Going up in flames.
  6. 6. BAE:Before Anything Else Understand what you’re trying to achieve and align efforts. Join the conversation using #hootNYK
  7. 7. Social ROI = Join the conversation using #hootNYK
  8. 8. • Random • Rapid • Rogue 1st Wave of Social
  9. 9. 2nd Wave of Social • Coordinated • Community • Content
  10. 10. • Meaningful • Outcome vs Output • Deliberate 3rd Wave of Social
  11. 11. The reality is that in most companies, employees struggle to articulate the wider organizational goals. Join the conversation using #hootNYK
  12. 12. This immediately causes a struggle to align social media activities to achieve organizational targets. Join the conversation using #hootNYK
  13. 13. Social ROI: Why Measure? You either help... Make Money Save Money Mitigate Risk and/ or and/ or Join the conversation using #hootNYK
  14. 14. 3 Key Steps to Measure Your Social ROI 1. Set the right goals 2. Validate and calculate 3. Check in and adjust on the go
  15. 15. 1. Set the right goals Join the conversation using #hootNYK
  16. 16. “Our goal is to make our social media accounts feel more global.”
  17. 17. “We want to create memorable moments that attract, engage and retain a community of brand loyalists.”
  18. 18. “Our overall goal is to increase revenue, which includes monetizing our social media channels.”
  19. 19. “We have no formal goals for social media support.”
  20. 20. What goals matter, and to who? Manager: Consolidated reporting and tracking, secure pre-approved content workflow Dir. Marketing: Increase traffic by 70% and improve social sentiment by 5% and drive 20% more leads, brand consistency and protection VP, Marketing: Increase web/social reach by 50% to increase leads by 20% to impact pipeline by 10% CMO: Build & protect brand, drive total leads to support revenue goal CEO: 20% revenue growth Practitioner: Reporting and insights tools, campaign management tool, workflow + permissions ability for content creation and distribution Tactical Strategic
  21. 21. It all starts with goals. What are yours?
  22. 22. 2. Validate and calculate Join the conversation using #hootNYK
  23. 23. Validate & Calculate your ROI ✓ Identify & implement the right tools to help you measure and demonstrate your social ROI ✓ Check your social metrics regularly—often daily—to stay on top of your data and report on the impact of your campaigns
  24. 24. Join the conversation using #hootNYK Retail customer example ROI Baseline = 3x return on paid social
  25. 25. 3. Adjust on the go Join the conversation using #hootNYK
  26. 26. Check in, adjust as needed Social media lifecycles are short—identify & adjust underperforming campaigns quickly & efficiently Proving social ROI is not a one-time event—it is ever- changing and evolving Go back to the drawing board if necessary—these cycles will help inform the success of future campaigns Join the conversation using #hootNYK
  27. 27. What it might look like IRL... In Real Life
  28. 28. Simplify the problem $$ = Conversion Rate X Traffic Join the conversation using #hootNYK
  29. 29. Create focused projects Increase Conversion A B C Increase Traffic X Y Z Join the conversation using #hootNYK
  30. 30. Create focused projects Increase Conversion A B C Increase Traffic X Y Z ✓ Better CTAs in content ✓ Simpler web experience ✓ Leverage assets and messaging that convert ✓ Increase frequency of posts ✓ Improve engagement practices ✓ Design a community campaign Join the conversation using #hootNYK
  31. 31. Your Social ROI Mission ✓ Set the right goals ✓ Validate and calculate ✓ Check in and adjust on the go
  32. 32. Thank You! SME, Enterprise Client Strategy @DonnyHalliwell Don Halliwell Join the conversation using #HootNYK

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