Social Media Measurement and ROI


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Presentation given at TalentNetLive 2010 discussing social media measurement, lifetime customer value, and ways to track back to investment

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  • Hi my name is Mike and I’m a social media evangelist. The first step is admitting you have a problem. Notice I didn’t say expert or guru. Why? First, the technology is changing so fast it’s important not to focus on the platform. How do you change how you acquire, retain and get referrals from your prospective customers. It’s a fundamental shift to how companies think about sharing content and helping others. I also think back 5 years ago how much easier it would have been to launch a new product a Dell if we had this kind of feedback loop.
  • Today’s focus is on ROI. I’m going to spend a bit of time talking about this but the reality as marketers some times we get caught up with impressions, reach, and brand awareness and the overall quest for eyeballs. But he results with social media aren’t instantaneous. It takes patience, evolution, and transition management within your company.
  • If I never saw this stock photo again there would be no love lost. Where do stock photos go to die?
  • However many start to invest in these social channels but remember to set the measurement criteria up front.
  • What’s wrong with this metric. If I drive 10,000 people to your website and it doesn’t convert it’s irrelevant especially if your website sucks. Most folks can drive traffic but it may not be your target customer.
  • With regard to investments in Social Media or any marketing for that matter we are trying to demonstrate a relationship between an investment of time or money in social media and revenue/profit In a Causal relationship we are looking to measure the actual revenue as a result of a specific sales channel such as Twitter. The example most cited here is Dell. They share Twitter specific promotions via twitter coupon codes to know where the promotion originated. Causal relationships are hard to nail down as there are often contributing factors. Correlation: Most commonly companies track overall sales or costs to see if there is an impact. So in aggregate did an increased investment in social media efforts drive up revenue more than average growth or reduce costs such as customer service, costs of sales, etc.
  • Before making investments in any marketing channel you need to decide what your goal is as it impacts how your implement social media examples New Customers – Focus on lead generation and lead capture Reducing costs – customer service via twitter and facebook
  • As you see here in this illustrative example we see a correlation to a rise in twitter followers and facebook fans and revenue. By overlaying several non-financial metrics with financial we have a better chance of understanding any correlation.
  • Nothing is more important to your business than acquiring new customers. In fact, research shows that it costs as much as 5-10 times more to acquire a customer than to keep one. But to determine how much to spend to acquire one, you need to understand what the LifeTime Value is. Once you know this you can make informed decisions as to where to allocate your marketing budget
  • Social Media Measurement and ROI

    1. 1. 08/27/10 Director of Marketing, ReachLocal President, Social Media Club of Dallas @MikeDMerrill #TNL #ROI
    2. 2. I Know I Saw My ROI Around Here Somewhere
    3. 3. Marketing has dramatically changed 08/27/10
    4. 4. From Interruption to Conversation… 08/27/10
    5. 5. Are You Even Measuring ROI? 08/27/10
    6. 6. What Are You Measuring? 08/27/10
    7. 7. 08/27/10 Right or wrong, web traffic is the leading metric used today to measure social media success #TNL #ROI via @MikeDMerrill
    8. 8. Two Ways to Connect the Dots for ROI <ul><li>Cause </li></ul><ul><li>Correlation </li></ul>08/27/10 Profit Social Media Investment
    9. 9. What is your Financial Goal? <ul><li>Increase Revenue </li></ul><ul><ul><li>Increase in new customers </li></ul></ul><ul><ul><li>Increase in average revenue per sale </li></ul></ul><ul><ul><li>Increase in revenue from existing customers </li></ul></ul><ul><li>Reduce Costs </li></ul><ul><ul><li>Lower Cost of Customer Acquisition </li></ul></ul><ul><ul><li>Lower Cost of Customer Service </li></ul></ul>08/27/10
    10. 10. Evolution of Measurement <ul><li>Non Financial </li></ul><ul><li>Offsite </li></ul><ul><ul><li>Clickthroughs </li></ul></ul><ul><ul><li>Facebook Fans </li></ul></ul><ul><ul><li>Facebook Comments </li></ul></ul><ul><ul><li>Twitter Followers </li></ul></ul><ul><ul><li>Retweets </li></ul></ul><ul><ul><li>YouTube Views </li></ul></ul><ul><ul><li>YouTube Comments </li></ul></ul><ul><ul><li>Sentiment </li></ul></ul><ul><ul><li>Mentions </li></ul></ul><ul><ul><ul><li>Social </li></ul></ul></ul><ul><ul><ul><li>Press </li></ul></ul></ul><ul><li>Non Financial </li></ul><ul><li>Website </li></ul><ul><ul><li>Unique Visitors </li></ul></ul><ul><ul><li>Page Views </li></ul></ul><ul><ul><li>Time on Site </li></ul></ul><ul><ul><li>PageRank </li></ul></ul><ul><li>Non Financial </li></ul><ul><li>Conversions </li></ul><ul><ul><li>Contact form </li></ul></ul><ul><ul><li>Inbound Calls </li></ul></ul><ul><ul><li>Downloads </li></ul></ul><ul><ul><li>Event Registrations </li></ul></ul><ul><ul><li>Opt-in to email </li></ul></ul><ul><ul><li>Subscribe to Blog </li></ul></ul><ul><ul><li>Register for Online Community </li></ul></ul><ul><ul><li>Employment Apps </li></ul></ul><ul><ul><li>In-Store Visits </li></ul></ul><ul><ul><li>Support Calls </li></ul></ul><ul><ul><li>Returns </li></ul></ul>
    11. 11. Map Activity Timeline 08/27/10 Month 1 Month 2 Month 3 Month 4 Activated Twitter Added Twitter to Website Published Fan Page Added Fanpage to Website Press Release Published Blog Post Tweeted new offer Published Blog Post Posted Promotion to FB Spoke at Conference Held Webinar Industry Analyst Mentions Product Launch Leaked picture of product on FB New Product Announced Customer Case Study Comment o Fast Company Blog Posted First YouTube Video Posted pictures to FB Fan Page Publish Blog Post Announce Quarterly Earnings <ul><li>Overlay non-financial and financial to activity </li></ul><ul><li># of transactions, in store visits, coupon redemptions </li></ul><ul><li>Revenue </li></ul>Adapted from Olivier Blanchard at
    12. 12. Define Your Success Metrics 08/27/10 Adapted from Olivier Blanchard at
    13. 13. 08/27/10 Look for correlation by overlaying social media metrics with financial metrics over the same time period #TNL #ROI via @MikeDMerrill
    14. 14. Lifetime Customer Value 08/27/10 Years Total Revenue <ul><li>What is the value of a new customer? </li></ul><ul><ul><li>Initial sale </li></ul></ul><ul><ul><li>Repeat business </li></ul></ul><ul><ul><li>Up-sell </li></ul></ul><ul><ul><li>Referrals </li></ul></ul><ul><li>Knowing this value helps you… </li></ul><ul><ul><li>Determine how much to spend to get a new customer </li></ul></ul><ul><ul><li>Focus your marketing budget on the most cost-effective tactics </li></ul></ul><ul><ul><li>Develop plans to increase repeat business </li></ul></ul><ul><ul><li>Create programs to reward customer loyalty </li></ul></ul><ul><ul><li>Offer incentives to drive referrals </li></ul></ul>
    15. 15. Lifetime Customer Value - Example Avg. sale per customer Avg. repeat sales/year Avg. years as customer Special one-time purchases Lifetime customer sales Avg. value of referrals Total lifetime customer sales Gross profit margin Lifetime customer value Program cost Customers to break even 08/27/10
    16. 16. 08/27/10 In order to measure ROI of marketing investments, you need to know Lifetime Customer Value #TNL #ROI via @MikeDMerrill
    17. 18. Social Media Club Mission <ul><li>Promote media literacy, </li></ul><ul><li>Promote standard technologies, </li></ul><ul><li>Encourage ethical behavior, and </li></ul><ul><li>Share best practices. </li></ul><ul><li>Social Media Club hosts conversations that explore key issues facing our society as technologies transform the way we connect, communicate, collaborate and relate to each other. </li></ul>
    18. 19. SMC Dallas Branding and Social Sites <ul><li>Name: Social Media Club of Dallas </li></ul><ul><li>Hashtag: #smcdallas </li></ul><ul><li>Website and Blog: </li></ul><ul><li>Twitter: @smcdallas </li></ul><ul><li>Facebook: </li></ul><ul><li>LinkedIn: Search for Social Media Club Dallas </li></ul><ul><li>Flickr: </li></ul>
    19. 20. Upcoming SMC Dallas Events <ul><li>September 14 th , 2010 </li></ul><ul><ul><li>Scott Stratten @UnMarketing </li></ul></ul><ul><ul><li>Sponsored by @ReachLocal </li></ul></ul><ul><li>October 7 th , 2010 </li></ul><ul><ul><li>Screening “The Social Network” </li></ul></ul><ul><ul><li>Sponsored by @bizzydallas </li></ul></ul><ul><li>October 21 st , 2010 </li></ul><ul><ul><li>TBD </li></ul></ul><ul><li>November 18 th , 2010 </li></ul><ul><ul><li>Amber Naslund @ambercadabra </li></ul></ul><ul><li>December 8 th , 2010 Holiday Party </li></ul>
    20. 21. <ul><li>Let’s Connect and Follow Each Other </li></ul>08/27/10 @MikeDMerrill [email_address]