Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Presented: 05.23.2014
By: Katy Katz
How to Tie Your Organic Social
Strategy to ROI KPIs
@katykatztc #Zenith2014
Inbound Marketing Specialist, Collegis Education
MBA, Benedictine University
BSB, Carlson School of Management
@katykatztc...
Today we will cover
 Why metrics are important
 What you need to know
 How to set SMART goals
 Why organic social is s...
First things first:
Why care about social metrics
 Prove that you are spending your time and money in the right
efforts
...
Are you doing it right?
 Nearly half of social media marketers report that measuring
the ROI results of Twitter efforts a...
Don’t start with how to go viral
Set SMART goals for your business
 Depending upon your business, viral may not be necess...
Importance of personas
 Before you do
anything you need to
understand your
customer
 Your customers are the
essence of y...
When you understand your customer
You are able to communicate
Copyright Collegis Education, Inc. Proprietary and Confident...
If you don’t know your customer
You end up with this…
Copyright Collegis Education, Inc. Proprietary and Confidential. 9
@...
Communication is imperative
 Social media is all about communication
 Relationships are a two-way street
 Be a good lis...
Once you know your customer
You can align their needs
with your goals
Copyright Collegis Education, Inc. Proprietary and C...
How do you get there?
The scientific method
•Ask a questionPurpose
•Do background researchResearch
•Measurable ideaHypothe...
Start with your purpose
 What is your SMART goal?
 What are you hoping to achieve from this campaign?
 Example of a goo...
Do some background research
 This is the part where you verify your goals are actually
achievable and decide how to attai...
Be thorough with your research
Copyright Collegis Education, Inc. Proprietary and Confidential. 15
@katykatztc #Zenith2014...
I have a hypothesis
Copyright Collegis Education, Inc. Proprietary and Confidential. 16
Hy-poth-e-sisan idea you can test
...
Here is where your ROI comes in
KPIs should work like a hypothesis
 Hypotheses are the crown jewel of a scientific experi...
Find your baseline
No hot air balloons
Copyright Collegis Education, Inc. Proprietary and Confidential. 18
 Again, keep i...
Avoid the canali
More ideas for defining KPIs
19
 Consider customer acquisition costs
 Community building  brand recogn...
Experiment
Execute multivariate campaigns
 Test multiple strategies for
your campaign (vary the
color, text, etc. and go
...
Facebook hasn’t killed organic…yet
Tips for cracking the organic code
 A celebrity won’t make you go viral, so let’s try ...
Measure, measure, measure
Data, Data, Data
 Measure results with a common language
 Applause – pluses, favorites, likes,...
The conclusion
Compile your results
 Track your campaign like a case study
 Report the positive and negative outcomes of...
Make it count
Report your results
 Report your results in a professional communication
document (i.e. memo, executive sum...
Key Takeaways
Copyright Collegis Education, Inc. Proprietary and Confidential. 25
@ katykatztc #Zenith2014
 Organic socia...
Thank you!
Copyright Collegis Education, Inc. Proprietary and Confidential. 26
@ katykatztc #Zenith2014
Upcoming SlideShare
Loading in …5
×

How to Tie Your Organic Social Strategy to ROI KPIs

422 views

Published on

Increase the success of your organic social media strategies by tying them to bottom-line ROI key performance indicators.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

How to Tie Your Organic Social Strategy to ROI KPIs

  1. 1. Presented: 05.23.2014 By: Katy Katz How to Tie Your Organic Social Strategy to ROI KPIs @katykatztc #Zenith2014
  2. 2. Inbound Marketing Specialist, Collegis Education MBA, Benedictine University BSB, Carlson School of Management @katykatztc plus.google.com/+katykatz Katy Katz 2
  3. 3. Today we will cover  Why metrics are important  What you need to know  How to set SMART goals  Why organic social is still important  How to tie your goals to a business objective  How to bring all your data together Copyright Collegis Education, Inc. Proprietary and Confidential. 3 @katykatztc #Zenith2014
  4. 4. First things first: Why care about social metrics  Prove that you are spending your time and money in the right efforts  Verify that you are getting a return on investment (i.e. customer acquisition)  Measure improvements to brand awareness and reach  Demonstrate engagement with customers (answering their questions) Copyright Collegis Education, Inc. Proprietary and Confidential. 4 @katykatztc #Zenith2014
  5. 5. Are you doing it right?  Nearly half of social media marketers report that measuring the ROI results of Twitter efforts are their primary challenge*  Do you know how many leads come from your social efforts?  How many likes equal more profit to your bottom line?  How many likes does one plus equal?  Do your customers get value from engaging with you? Copyright Collegis Education, Inc. Proprietary and Confidential. 5 @katykatztc #Zenith2014 * Source: imediaconnection.com
  6. 6. Don’t start with how to go viral Set SMART goals for your business  Depending upon your business, viral may not be necessary to reach your goals  Goals should be SMART: Specific, Measurable, Attainable, Realistic, Timely  There are two things that will help you do this:  Understanding your customer  The scientific method Copyright Collegis Education, Inc. Proprietary and Confidential. 6 @katykatztc #Zenith2014
  7. 7. Importance of personas  Before you do anything you need to understand your customer  Your customers are the essence of your social network  They should be the basis of any campaign you create  Personas are “the aspect of someone’s character as perceived by others” Copyright Collegis Education, Inc. Proprietary and Confidential. 7 @katykatztc #Zenith2014
  8. 8. When you understand your customer You are able to communicate Copyright Collegis Education, Inc. Proprietary and Confidential. 8 Communicationan exchange of information @katykatztc #Zenith2014
  9. 9. If you don’t know your customer You end up with this… Copyright Collegis Education, Inc. Proprietary and Confidential. 9 @katykatztc #Zenith2014
  10. 10. Communication is imperative  Social media is all about communication  Relationships are a two-way street  Be a good listener  Strive for agile response times  Continue the conversation across modalities Copyright Collegis Education, Inc. Proprietary and Confidential. 10 @katykatztc #Zenith2014
  11. 11. Once you know your customer You can align their needs with your goals Copyright Collegis Education, Inc. Proprietary and Confidential. 11 @katykatztc #Zenith2014
  12. 12. How do you get there? The scientific method •Ask a questionPurpose •Do background researchResearch •Measurable ideaHypothesis •Test multiple variationsExperiment •Review the dataAnalysis •Summarize the resultsConclusion Copyright Collegis Education, Inc. Proprietary and Confidential. 12 @katykatztc #Zenith2014
  13. 13. Start with your purpose  What is your SMART goal?  What are you hoping to achieve from this campaign?  Example of a good purpose:  I want to INCREASE TRAFFIC to my new landing page BY 150% in the NEXT 30 DAYS Copyright Collegis Education, Inc. Proprietary and Confidential. 13 Specific, Attainable, Realistic Measurable Timely @ katykatztc #Zenith2014
  14. 14. Do some background research  This is the part where you verify your goals are actually achievable and decide how to attain them  Let’s go back to our example: I want to run a Facebook contest to increase traffic to my new landing page by 150% in the next 30 days  What social media platform sends the most traffic to your website?  Are there any keywords that resonate with the campaign?  What imagery will resonate with the persona? Copyright Collegis Education, Inc. Proprietary and Confidential. 14 @katykatztc #Zenith2014
  15. 15. Be thorough with your research Copyright Collegis Education, Inc. Proprietary and Confidential. 15 @katykatztc #Zenith2014 American astronomer Percival Lowell built a telescope in 1894 to prove that a desperate Martian race had built “a system whose end and aim is the tapping of the snow-cap for the water there semiannually let loose; then to distribute it over the planet’s surface.” All because he read an Italian report about “canali” (actual translation is channels). - wired.com
  16. 16. I have a hypothesis Copyright Collegis Education, Inc. Proprietary and Confidential. 16 Hy-poth-e-sisan idea you can test @katykatztc #Zenith2014
  17. 17. Here is where your ROI comes in KPIs should work like a hypothesis  Hypotheses are the crown jewel of a scientific experiment. They are what everything is measured against.  KPI: Key Performance Indicator  Tie your purpose to a measurable business objective.  This is the best way to prove the value of your campaign.  For our example: The Facebook contest will increase traffic to my new landing page by 150% in the next 30 days and drive 150 new customer leads. Copyright Collegis Education, Inc. Proprietary and Confidential. 17 @katykatztc #Zenith2014
  18. 18. Find your baseline No hot air balloons Copyright Collegis Education, Inc. Proprietary and Confidential. 18  Again, keep it realistic. 32.8 million retweets is probably overshooting.  Moz says these KPIs are best:  Traffic data  Fan/follower data  Social interaction data  Social content performance  Finally, tie it in to your objective. For your users, find out what shares  traffic  leads  sales You can get this from past data @katykatztc #Zenith2014
  19. 19. Avoid the canali More ideas for defining KPIs 19  Consider customer acquisition costs  Community building  brand recognition  lower barriers to purchasing  Measure the social media engagement for reporting  Narrow your scope  Identify micro-conversions as goals; i.e. e-book downloads or page views to a blog  Brand mentions outside your campaign  Loyalty visits Resources from around the web for defining social KPIs  Measuring Community: KPIs and Social Media Metrics for Community Building, Mack Web Solutions  Measure Macro AND Micro Conversions, Occam’s Razor  Social KPI Goals Worksheet for ROI – Focused Marketers @katykatztc #Zenith2014
  20. 20. Experiment Execute multivariate campaigns  Test multiple strategies for your campaign (vary the color, text, etc. and go with the winner)  Measure throughout the process and make changes  With over 684,478 pieces of content shared on Facebook each day, you have to stand out to your persona Copyright Collegis Education, Inc. Proprietary and Confidential. 20@katykatztc #Zenith2014
  21. 21. Facebook hasn’t killed organic…yet Tips for cracking the organic code  A celebrity won’t make you go viral, so let’s try something else (Unruly)  Tap into human psychology, people like content that  Makes us feel good  Comes easily  Stretches our brain  Inspires curiosity  Pick the right time of day (Study shared by ragan.com) Copyright Collegis Education, Inc. Proprietary and Confidential. 21  Gives us answers  Shares good news  Surprises us  Tells a story @ katykatztc #Zenith2014
  22. 22. Measure, measure, measure Data, Data, Data  Measure results with a common language  Applause – pluses, favorites, likes, etc.  Amplification – social shares  Conversation – comments, threads, etc.  Find a tool that works for you (i.e. True Social Metrics) Copyright Collegis Education, Inc. Proprietary and Confidential. 22 @katykatztc #Zenith2014
  23. 23. The conclusion Compile your results  Track your campaign like a case study  Report the positive and negative outcomes of the campaign  Our old example friend: I used a Facebook sharing contest to increase traffic to my new landing page by 225% over a 30 day period and drove 165 new customer leads through the campaign.  Did you meet your objective?  What did you do well? What could you have done better?  Take your learns for the next campaign so that you are always improving. Copyright Collegis Education, Inc. Proprietary and Confidential. 23 @katykatztc #Zenith2014
  24. 24. Make it count Report your results  Report your results in a professional communication document (i.e. memo, executive summary)  This is for management and for planning future strategies  Separate the platform results but use consistent language  Show the data alongside your conclusions  Identify when to use each platform for your business needs  Prove innovation  What tools worked and didn’t  What trends do you recommend following  Plan your next move Copyright Collegis Education, Inc. Proprietary and Confidential. 24 @katykatztc #Zenith2014
  25. 25. Key Takeaways Copyright Collegis Education, Inc. Proprietary and Confidential. 25 @ katykatztc #Zenith2014  Organic social strategies are an important phase of the business cycle but they must be structured as a conversation  Identify the right metrics for your business and use them as the basis for your marketing plan  Set SMART goals that meet your business objectives  Follow the scientific method and you will always end up with KPIs that add value to your business
  26. 26. Thank you! Copyright Collegis Education, Inc. Proprietary and Confidential. 26 @ katykatztc #Zenith2014

×