6. Step 1: Start with your destination.
• Establish your social goals
BuzzNumbers
Social Goals
• Map these against KPIs 1. 10,000 Facebook likes.
2. Improve perception of brand.
KPIs
• What do you currently 1. Reduce cost of acquisition.
measure? 2. 5% more leads to sales.
Currently Measure
1. Reach of print advertising.
2. Call centre response time.
7. Step 2: Outline your journey.
• What is your measure of success?
• What did it cost / How much did you save?
• What did you achieve / What were the results?
= ROI
8. Worth remembering…
• Online = Trackable
– There is always a number when working online (i.e. likes, clicks to
open, re-tweets) so you will always be able to find a measurement.
• Disclaimer:
– The following examples show how your current activities can give you
a benchmark against which you can judge social — not how social can
replace your other programs.
9. Example 1: Billboard Advertising & Facebook
Measure Traditional Social
KPI Successfully launch new product Encourage use of existing service
Measure of success 1,000,000 impressions 100,000 Facebook ‘Likes’
(supplied by oOh! Media: average number of people
passing by location x time period of ad display)
What did it cost? $100,000 for print & display $5,000 for artwork & banner ads
(AND/OR)
How much did you save?
What did you achieve? 1,000,000 impressions 100,000 Facebook ‘Likes’
(assumption – not verifiable)
Ability to communicate with 100,000
ROI $100,000 / 1 million views = $5,000 / 100,000 = $0.05/FB ‘Like’
$0.10/view
10. Example 2: Customer Service & Twitter
Measure Traditional Social
KPI Decrease time to resolution Improve customer sentiment
Measure of success Reduce call time by 2 minutes Reduce negative sentiment by 5%
What did it cost? $50,000 Tool to track sentiment & respond to
(AND/OR) (PABX with customer routing functionality & training)
Tweets + added job responsibility
How much did you save?
What did you achieve? Improved customer experience Improved sentiment by 5%
(responded to enquiries via preferred platform)
Reduced f/t head-count by 2
($50,000 x 2 = $100,000)
ROI $50,000 Reduce cost of enquiry response
($100,000 savings - $50,000 cost = $50,000) (keep this online $0.50 vs. offline $12.50)
Ability to x-sell products
11. Example 3: Driving Sales & YouTube
Measure Traditional Social
KPI Improve reseller sales channel Improve direct website sales
Measure of success 10% increase in sales through 15% increase in direct sales through
premium reseller website
What did it cost? $200,000 $1,000
(AND/OR) (Full POS / floor staff incentive program) ($500 video camera / $200 demo product / $300 editing)
How much did you save?
What did you achieve? 10% increase in reseller sales Increased web traffic by 5,000%
Improved reseller relationship Increased direct sales by 15%
ROI Revenue increase with possible Revenue increase
longer term improvement Views/ Share/ Tweets/ Posts/ Visits
13. Next Steps
• Buy-in
– People fear things they don’t understand – your boss is a person!
• Prove there is a NUMBER
– Benchmark, track and report until people start to listen to you
• Always link up with your KPIs
– Deliver the results (or review what you are responsible for delivering)
• Imitation = flattery
– Observe, listen and learn from your customers and competitors
14. Amanda Powell
Email: amanda@buzznumbershq.com
Twitter: @manjajp
Linkedin: linkedin.com/in/amandapowell
Want the workbook? Send me a message!
www.BuzzNumbersHQ.com
Editor's Notes
Also keep in mind now you have this audience – you have a captive aduience- arrow at the bottom
Also keep in mind now you have this audience – you have a captive aduience- arrow at the bottom
Also keep in mind now you have this audience – you have a captive aduience- arrow at the bottom
Is anyone currently measuring ROI in any way – doesn’t matter how abstract that looks like??