The document discusses how to measure the impact of social media marketing using metrics that relate to core business objectives like sales, revenue, and costs. It recommends translating social media metrics like exposure, influence, engagement and conversions into these core metrics and using tools like Google Analytics and HootSuite to track social media campaigns and compare their performance to other marketing channels. A case study of how a company used YouTube and social media to promote an app is also presented.

1. Metrics
Prove Social Media ROI with
Web Metrics
Instructor | Roger Lopez

2. What is a YouTube
Channel?
Agenda
•Understanding Measurement
•Understanding Where Social Fits
•Understanding Social Media Leads
•Case Study – RS Components
•How to Get Metrics

3. Measurement is
Mission Critical
•Unfortunately, all of your ideas aren’t working
•You need measurement to know the
difference between success and failure
•You can’t optimize what you don’t measure
•Solid measurement strategies will give you the
language you need to prove that social is
delivering value to your management team
Value of Let’s just let the elephant out of the
Facebook fan? bag…. What’s the value of a Facebook
fan? A big…whopping $0

4. Challenges with
Measurement
•Confusion between measurement and
monitoring tools
•There isn’t a one size fits all solution
•ROI requires a connection to your CRM
•Lack of understanding for how new social
metrics relate to core business objectives
We are really the ones that are making this so difficult…
There is data available TODAY that demonstrates where
social is impacting the bottom line

5. Every Company Uses
Marketing To
•Increase sales volume
•Increase revenue and profitability
•Decrease costs
Welcome to the secret language of executives
and business owners…sales, revenue and cost
But where does social fit in the conversation?
How can a tweet decrease cost?
How can a status update increase sales
volume or revenue?

6. Understand where
social fits
Exposure
How many people are
listening to you or
talking about your
brand?
The more people you put in the top
of the funnel the more sales that are
likely to result

7. Understand where
social fits
Influence
How many influencers
are in your network?
How many talked about
your brand? How many
referred people to you?
These tend to convert at rates
similar to referrals from existing
customers.

8. Understand where
social fits
Engagement
How many people did
something as a result of
your social efforts?
The difference between people in
exposure and engagement is action.
To be in the engagement category
they had to take some kind of
action.

9. Understand where
social fits
Conversion
How many people
provided their contact
information?
Purchased?
There are two types of social media
leads. The difference is important

10. Understanding Social
Media Leads
Indirect Conversion/Soft Lead
Someone who has provided contact information for non-
product based content.
•Downloaded an ebook or subscribed to your newsletter
These people have shown that
they are interested in your
CONTENT, but haven’t
necessarily said they are
interested in your PRODUCT.
Content marketing efforts are
important to identify when they
take the next step to product
consideration.

11. Understanding Social
Media Leads
Direct Conversion/Hard Lead
This is someone who has directly indicated they are
interested in your product.
•Attended a product webinar
•Signed up for a free trial
•Downloaded decision making content
Providing a variety of general content and decision making content helps you
quickly differentiate leads and put sales efforts towards the leads that are most
likely to close.

12. Understand where
social fits
Retention–
How do social media
leads perform as
customers? Do they
retain longer? Spend
more?
Don’t forget to track the lifecycle of
the customer to understand where
social media customers perform
differently

13. RS Components
Case Study
World’s largest supplier of electronic and
maintenance products.
Target audience
•Readers of eTech
•Electronic manufacturer purchasers
•Electronic engineers
Goal
See if readers of their eTech print publication would
consume an online version of the magazine
Obective
Adoption of an electronic version would increase reach
while decreasing print costs

14. RS Components
Case Study
The Test
1.Created a hip YouTube video promoting a eTech iPad app
2.Promoted the video through various company social
media channels around the world
The Result
289% increase in total impressions
169% increase in engagement
1453% increase in soft leads generated
44% decrease in cost per soft lead

15. RS Components
Case Study
The Result
•Top 100 most downloaded apps in the UK
•Top 10 most downloaded lifestyle apps in the UK
•Top 200 most downloaded apps worldwide
Case Study available at:
http://bit.ly/IOXv9U

16. How To Get Metrics
The Tools
1.Google Analytics
2.HootSuite Pro
The Process
1.Add Google Analytics to Your Site
2.Add Goals and Funnels to Identify
Conversion Points

17. How To Get Metrics
The Process
1.Integrate Google
Analytics with HootSuite
–Click on Analytics
–Click on Quick Analytics
–Click on Google Analytics
–Select Add Google Profile

18. How To Get Metrics
The Process
1.Integrate Google
Analytics with HootSuite
–Click on Analytics
–Click on Quick Analytics
–Click on Google
Analytics
–Select Add Google
Profile

19. How To Get Metrics
The Process
2.Add Campaign Tracking
to Shortened URLS
•Type your status update
•Put in your link
•Click on the gear to the
left of the shrink button
•Select Google Analytics
under “Add customer
URL parameters”
•Add your three
campaign parameters

20. How To Get Metrics

21. How To Get Metrics
3.Monitor Your
Results
–Log in to Google
Analytics
–Click on your
website link to view
your reports
–Click on traffic
sources
–Click on Campaigns

22. How To Get Metrics

23. How To Get Metrics
3.Create a dashboard to compare against other
channels

24. How To Get Metrics
3.Create a dashboard to compare against other
channels

25. How To Get Metrics
Summary
•Translate social media into core business
metrics
•Sales
•Revenue
•Cost
•Create a framework to collect metrics
•Compare across marketing channels
•Use a control group

26. How To Get Metrics
Summary
•Translate social media into core business
metrics
•Sales
•Revenue
•Cost
•Create a framework to collect metrics
•Compare across marketing channels
•Use a control group

27. How To Get Metrics
Summary
•Translate social media into core business
metrics
•Sales
•Revenue
•Cost
•Create a framework to collect metrics
•Compare across marketing channels
•Use a control group

28. How To Get Metrics
Questions
Contact Roger:
roger@inemode.com
Twitter: inemode
Blog/Web:
www.inemode.com

29. How To Get Metrics
Questions
Contact Roger:
roger@inemode.com
Twitter: inemode
Blog/Web:
www.inemode.com