B2B Social Media: Goal Setting, Measurement & ROI


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Showing the value of social media can be difficult, particularly for B2B companies. It doesn't have to be. Learn exactly what matters in social media marketing (because a lot of work is wasted effort), how to determine goals that will resonate with your boss / executive management, how best to measure results and show social media ROI. This presentation was given at the Social Media Strategies Summit in Denver 2012.

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B2B Social Media: Goal Setting, Measurement & ROI

  1. 1. B2B Social Matters Goal Setting, Measurement & ROI August 21, 2012 Jamie Duklas, Co-Founder, Video Go Go
  2. 2. Introduction• I’m tall• Co-Founder of Video Go Go: Agency + Production Studio, creates & promotes social videos• Previously Director of Social Media for Booyah Advertising• Developed social strategy for DISH Network, Fiji Water, Blockbuster, Vail Resorts, Jeppesen & more @jduklas
  3. 3. Agenda• Why Social?• Social Marketing Landscape• Goals• Tracking & Measurement• ROI @jduklas
  4. 4. Does Social Media Impact YourBusiness?Ask yourself:• Do I need to be on Facebook? Why?• Where are my customers talking online?• Where are my competitors talking?• What expectations do my customers, business partners and others that interact with my brand have? HINT: If your customer is online, social media does matter. You want to talk where they are talking. @jduklas
  5. 5. Social Marketing Landscape Social Media Strategy Paid Media Earned MediaGoals Owned Media Your Website ROI Content Syndication @jduklas
  6. 6. Social Media: It’s Not Magic @jduklas
  7. 7. Email Marketing Similar to FBMarketing Email list size = Facebook fans Open rate = Engaged fans Email creative = Profile, Timeline & post images Copywriting = Copywriting Email software = Facebook Insights & other SM software Send frequency = Posting frequency Unsubscribes = Unsubscribes @jduklas
  8. 8. Decide Which Metrics Matter• Traffic Driven• Impressions• Social Mentions• Revenue• Leads• Social Reach (fans, engaged fans) @jduklas
  9. 9. Determine Benchmarks• 16% of fans see a FB post• .5 to 1% engagement rate per FB post (smaller pages should be higher; top posts get 2 or 3%)• .3 to 1 retweet for each tweet @jduklas
  10. 10. Create Real GoalsI want 350 visits from Facebook to my website each month:20 link posts X (Fans X % Who See Post X % Who Click) = 35020 link posts x (Fans X .16 X .02) = 350 Visits20 link posts x (5,500 Fans X .16 X .02) = 352 Visits @jduklas
  11. 11. Tracking: Social MediaSoftware Monitoring Engagement Management Promotions Influencer CRM BloggersFree Google Alerts TweetDeck Postling Wildfire Klout Social Mention Hoot Suite North Social PeerIndex KredPaid Buddy Media Buddy Media Buddy Media Traackr Technorati Trackur Shoutlet Shoutlet Shoutlet Spot Influence BlogDash Meltwater Buzz Involver Involver Involver mBlast - mPact BlueGlass Scout Labs Scout Labs Wildfire Wildfire BlogFrog BlogFrog Sysomos Sysomos North Social North Social Radian6 Radian6 Radian6 Argyle Social Argyle Social Argyle Social Offerpop Awareness Awareness Woobox Alterian SM2 Alterian SM2 Extole Collective Intellect Collective Intellect Votigo Spredfast Spredfast Spredfast Spredfast Social Chorus Social Chorus Bigprize Viral Heat Fanzilla Nielsen Buzzmetrics Virtue Sprout Social Sprout Social AddThis Visible Technologies Visible Technologies Upickem Fanappz Fanbuildr @jduklas
  12. 12. Tracking: Assisted Sales &LeadsMulti-Channel Attribution: Crediting social for referral trafficthat later converted into a sale or lead @jduklas
  13. 13. Tracking: Common Paths toLead/SaleIt often takes five to seven touch points to convert someone: • Visitor is cookied for a 30 day window • Social can be first visit (awareness), middle (top of mind) and final (converter) • See how social interacts with our other ad channels @jduklas
  14. 14. ROI: Social ReachThere are several ways to measure social reach: Fans (total likes) Engaged Fans (fans that interacted in the last month) Social Reach (monthly posts X engaged users)Who Has Better Social Reach?Company: 14,614 likes OR 63 X 1,039 = 65,457 ReachCompetitor: 20,360 likes OR 29 X 1,114 = 32,306 Reach @jduklas
  15. 15. ROI: Media Valuation• Equating Social Impressions to their CPM advertising value• Facebook: 8,000,000 impressions ($0.60 CPM)• Twitter: 200,000 impressions ($1 CPM)• Monthly media valuation = $5,000 @jduklas
  16. 16. ROI: KPI DashboardKey Performance Indicator Total (Goal) Percent GoalLeads 20 13.2 151%Revenue $35,000 $12,000 292%Fans 14,081 13,458 105%Reach 84,345 80,000 105%Media Value of Impressions $5,235 $4,000 131%Traffic Driven to Website 2145 592 199%Traffic Driven to Blog 1309 361 196% @jduklas
  17. 17. Summary• Decide how and where you should be doing social media• Start with goals• Create benchmarks / Key Performance Indicators• Track everything, report on what matters• Social Media ROI is there! @jduklas
  18. 18. @jduklas