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Measuring social fact or fiction

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The rise of Social Business is seeing Social Media spread across the Enterprise. But does this make it more challenging to show Social Media ROI? We’ll show you what you can and should measure, including social media’s effects on your onsite conversions, and more importantly how social media contributes to your core business objectives.

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Measuring social fact or fiction

  1. 1. Measuring Social: Fact or Fiction? Ryan Holey EMEA Partner Manager – Hootsuite
  2. 2. Rylan Holey EMEA Partner Manager @holeytonal rylan.holey@hootsuite.com
  3. 3. HootSuite: Empowering the Social Business COLLABORATION SECURITY ANALYTICS ENGAGEMENT
  4. 4. Percentage of total marketing budget spend on Social Media 20.00% 15.00% 15.80% 10.00% 5.00% 9.10% 6.60% 0.00% Current Levels Next 12 Months In next 5 years The CMO Survey, The Fuqua School of Business, Duke University, August 2013
  5. 5. “Half of all firms haven’t been able to show the impact of social media on their business” The CMO Survey, The Fuqua School of Business, Duke University, August 2013
  6. 6. Social is more than Marketing
  7. 7. James
  8. 8. Social should be a resource
  9. 9. You’re a Social Business
  10. 10. C-SUITE SALES SUPPORT Strategy/Goals Social Policy Workflows Compliance Foundations Security Social Analytics Access: Web/Mobile MARKETING HR R&D IT
  11. 11. C-SUITE SALES SUPPORT Strategy/Goals Social Policy Workflows Compliance § Foundations Security Social Analytics Access: Web/Mobile MARKETING HR R&D IT
  12. 12. C-SUITE CRM Strategy/Goals Social Policy Workflows Compliance § Foundations Security Social Analytics Access: Web/Mobile MARKETING WEB ANALYTICS R&D IT SUPPORT CUSTOMER SERVICE PLATFORM MARKETING AUTOMATION SALES HR
  13. 13. THOUGHT LEADERSHIP EXEC. PROFILES C-SUITE CRM MARKETING AUTOMATION INTERNAL SOCIAL NETWORKS DEMAND GENERATION MARKETING WEB ANALYTICS R&D IT TECH LEADERSHIP INFLUENCER COMMUNITY HR PERSONAL ACCOUNTS Security Social Analytics Access: Web/Mobile WEBSITES § Foundations INTERNAL SOCIAL NETWORKS Strategy/Goals Social Policy Workflows Compliance SUPPORT CUSTOMER SERVICE PLATFORM PERSONAL COROPORATE ACCOUNTS SALES
  14. 14. Social Business Needs You!
  15. 15. Why you? • Understand the Value • Social Media Savvy • Data driven
  16. 16. Infrastructure Needs Measurement
  17. 17. Social Media Measurement must be aligned to your core business objectives
  18. 18. The Social Data Triangle Core Objectives •ROI •Brand awareness •Customer retention Social Measurement •Followers •Engagement •On site conversions Implementation Social Business Strategy •Social Relationship Platform •Website Analytics •Deep Listening •Customer Service •Social Selling •Social Marketing •C-Suite
  19. 19. “…focus on social ROI has led to improved strategies around content, tone, customer service and internal ownership.” Social Media Management Systems Buyer’s Guide 2013 – Econsultancy, Februrary 2013
  20. 20. What data is important?
  21. 21. “Four out of five consumers would be more inclined to buy a brand more often in the future after being exposed to its social media presence” IAB Social Media Effectiveness Research July 2013
  22. 22. Brand Awareness/Share of Voice
  23. 23. “100% of business decisionmakers use social media for work purposes” The Social Behavious of your B2B Customers, Forrester, 17 July 2013
  24. 24. Brand Reputation
  25. 25. Team Measurement/Adoption
  26. 26. “There needs to be proof of leads generated…highlighting the need for integration with a company’s existing CRM system.” Social Media Management Systems Buyer’s Guide 2013 – Econsultancy, Februrary 2013
  27. 27. Lead generation
  28. 28. Revenue
  29. 29. Takeaway • Align social to business objectives • Show ROI • Simplify your data collection • Support Social Business
  30. 30. Questions?
  31. 31. Thank You Rylan Holey @holeytonal

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