Social Returns Measuring Impact & Influence

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Social is ubiquitous, but it's also notoriously fuzzy when it comes to measurement. This is probably the key factor that keeps social relegated to a nice-to-have, but not critical function within the organization. If you ever have an executive or board member asking how your campaigns are working in the social sphere, then this webinar is for you. Learn how you can take an executive view at social metrics and present a compelling case to your executive team. Watch this entire webinar and others by Highroad U on our YouTube channel: http://youtu.be/vm0jRCIT1FI

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Social Returns Measuring Impact & Influence

  1. 1. Social Returns: Measuring Impact & Influence #HighRoadU
  2. 2. The Truth About Social Marketing from an executive viewpoint www.highroadsolution.com
  3. 3. www.highroadsolution.com
  4. 4. www.highroadsolution.com
  5. 5. www.highroadsolution.com
  6. 6. www.highroadsolution.com
  7. 7. www.highroadsolution.com
  8. 8. www.highroadsolution.com
  9. 9. BreakingThrough the Noise gaining the executive’s attention www.highroadsolution.com
  10. 10. 1) Digital Landscape Here’s What We Deal With Everyday www.highroadsolution.com
  11. 11. Content World EventWorld AdWorld MobileWorld Social World
  12. 12. 1) Digital Landscape Here’s Where We are Losing Efficiencies & Working Manually www.highroadsolution.com
  13. 13. 1) Digital Landscape Here’s Where We Could Measure if There Was Time to Measure www.highroadsolution.com
  14. 14. 2) Influence to Lead to Conversion Here’s How We Should Be Able to Measure www.highroadsolution.com
  15. 15. Definitons • Influence: Brand Awareness, Getting in Front of People & Being Memorable • Reach: Number of People Seeing Your Message • Conversion: People Taking the Action You Wanted them to Take www.highroadsolution.com
  16. 16. • Consolidation of Systems • Integration of Systems • Automation of Systems • Appending Codes onto URLs • Source Codes to Input • Google URL Builder • Code Shorteners (Bit.ly, etc.) • Cookies • Google Analytics Codes WhatYou Need: Digi Tracking
  17. 17. • Track at campaign level • One code across channels • Scoring • Report at campaign level for C-level & Board level folks How to Track Differently
  18. 18. How to Talk Differently • GTM Plan • Critical Metric Milestones • Frequency of Measurement • Post-Mortem www.highroadsolution.com
  19. 19. How to Report Differently • Lift (Increase) • Attrition (Lost “Customers”) • Reach: – Influence – Engagement* • Revenue (Conversion) www.highroadsolution.com
  20. 20. Example: Campaign Level Reporting • Annual Meeting: Marketing Impact – 12% Lift in Registrations (Conversion) YOY, QOQ or MOM – 45% Increase in Reach (Influence) www.highroadsolution.com
  21. 21. 3) Influence Dashboard executives care about the origin of future revenue www.highroadsolution.com
  22. 22. www.highroadsolution.com
  23. 23. Source Raw Weight Weighted Facebook fans 1200 0.05 60 LinkedIn followers 500 0.05 25 # SiteVisitors 1000 0.2 200 # Email Subscribers 400 0.3 120 # Twitter followers 300 0.05 15 #Voicemails Opened 500 0.3 150 #YouTube subscribers 100 0.05 5 575Index Score Engagement & Influence Index Scoring
  24. 24. Index Scores 2013 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Influence 575 578 577 600 612 673 690 692 689 700 701 720 Engagement 145 147 137 150 154 167 180 190 191 210 213 214 www.highroadsolution.com
  25. 25. Index Graph www.highroadsolution.com 0 100 200 300 400 500 600 700 800 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Influence Engagement
  26. 26. Summary 1) Educate on the Digital Landscape 2) Change the Conversation 3) Change What You Focus On 4) Change How You Report www.highroadsolution.com

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