1. 3 Routes to Social Media ROI Clear correlation between a specific Social metric and a financial one 1 Financial Metrics(from which we can calculate ROI - amount of money made, minus the amount of money spent, divided by the amount spent) Social Metrics(metrics associated with specific tactics – Facebook, Twitter, blogs etc) Reduction in cost Followers Likes Traffic tagged from a social asset – directly attributable to a financial metric (usually a sale) Sales 2 Revenue Retweets Views Topic Sentiment (by topic) Social activity in aggregate, impacts “Macro” Social Metrics….. ….a clear correlation established, between a “Macro” Social metric, and a financial one Share of Voice 3