This document discusses measuring return on investment (ROI) from social media marketing. It begins with an introduction to the author and then addresses challenges with proving social media ROI, including identifying tools, tracking data, and understanding what to measure. The document provides examples of measuring the value of a subscriber, follower, and click from email and social media campaigns. It also outlines metrics to track across the social media, email, and website funnels. The document concludes with a case study example of a $900 Facebook post that exceeded revenue and reservation goals and increased followers. It emphasizes that communicating comes before measuring and that attribution is key to determining ROI.
How Social Media is Enabling Individuals and OrganizationsKemp Edmonds
This presentation was first given to the "Growing of Giants" conference in May of 2013. Growing of Giants is an offshoot of the Entrepreneur Organization's Program that meets annually to learn, grow and build their businesses.
Did Social Media Hijack My Communications StrategyMike Smith
This presentation focuses on the challenges facing communications teams and chart viable strategies for creating an effective presence in the Web 2.0 world—punctuated by valuable lessons learned from our biggest failures. The discussion will be relevant to businesses that need to gain footing and find a path to maintain relevance in the social web.
Web 2.0 Expo speech May 6, 2010 by Charlene Li entitled, "Open Leadership: How Social Technology Can Transform How You Lead". Learn more at open-leadership.com
This is a presentation that I gave for executives at the European American Chamber of Commerce.
It outlines some basic principles of social media as well as some information on twitter, linkedin, Facebook and blogs.
Social media can be a very powerful marketing and business building tool.
How Social Media is Enabling Individuals and OrganizationsKemp Edmonds
This presentation was first given to the "Growing of Giants" conference in May of 2013. Growing of Giants is an offshoot of the Entrepreneur Organization's Program that meets annually to learn, grow and build their businesses.
Did Social Media Hijack My Communications StrategyMike Smith
This presentation focuses on the challenges facing communications teams and chart viable strategies for creating an effective presence in the Web 2.0 world—punctuated by valuable lessons learned from our biggest failures. The discussion will be relevant to businesses that need to gain footing and find a path to maintain relevance in the social web.
Web 2.0 Expo speech May 6, 2010 by Charlene Li entitled, "Open Leadership: How Social Technology Can Transform How You Lead". Learn more at open-leadership.com
This is a presentation that I gave for executives at the European American Chamber of Commerce.
It outlines some basic principles of social media as well as some information on twitter, linkedin, Facebook and blogs.
Social media can be a very powerful marketing and business building tool.
How to Use Social Media to Influence the WorldSean Si
Here's the deck to my talk for the 23rd ASA Congress which was at The Grand Ballroom of Marriott Hotel. It was an awesome experience and I only had two points:
1) Use social media for good and
2) You have to have authority to use social media influentially.
My company: https://seo-hacker.net
Social Media is the online equivalent of Word of Mouth which really encapsulates its usefulness to businesses. In this presentation I cover the benefits of the main Social Media channels and demonstrate how effective usage of Social Media can increase customer loyalty whilst driving traffic back to your website
Chances are your content sucks. Don't fret. In this SlideShare presentation, we will share 10 ways to help your content go viral like BuzzFeed plus real-life examples to get you started. http://www.happymarketer.com/
Free tools for sourcing and generating great content | Small charities commun...CharityComms
Peter Jacobs, head of digital engagement, Royal Foundation of the Duke and Duchess of Cambridge and Prince Harry
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
This presentation was delivered at Third Tech Tuesday, a monthly meeting of entrepreneurs and small business owners in Castle Rock. It is a high overview of what could be measured when using social media and a brief overview of how to create a measuring campaign.
Building an Online Community, APSMA, March 2014Nicole Jensen
Presentation for Asia-Pacific Professional Services Marketing Association (APSMA) on March 25, 2014.
http://www.apsma.com.au/BookingRetrieve.aspx?ID=152578
Social Media for Nonprofits: What the CSuite Should KnowBryann Alexandros
Nonprofit leaders of the round table: before engaging on social media, plan smarter and strategically first. Myths and blasphemies, as well as sacred realizations before considering social media in your campaigns.
How to run a social media listening program, presented by Kathleen FettersSocialMedia.org
In her Brands-Only Summit presentation, First Republic Bank's Kathleen Fetters teaches a class on how to successfully run a social media listening program.
She goes into detail about listening, monitoring, and tracking social media conversations and applying those insights to your social media strategy.
Go to www.cfnps.org for information about upcoming events. Videos are not only a valuable way to showcase your organization. They also can be used to direct traffic to your website, thanks to YouTube features such as commenting, rating, and sharing. In addition, you can use YouTube to track and shape your message as your outreach campaign develops. In this way, your YouTube videos become an integral part of your social marketing strategy.
In this session we will cover the following:
• Incorporating Insight Statistics and other YouTube ratings and user comments to shape your communications strategy
• Linking your YouTube video to other networking sites like Facebook
• Adding keyword tags to your YouTube channel
• Using Call-to-action overlays on your videos to drive campaigns
• Including the Google Checkout “Donate” button in your video.
How to integrate social media with PR, communications, and crisis management,...SocialMedia.org
In her presentation, Ariba's Senior Manager of Social & Community, Debbie Curtis-Magley, teaches a class on how to use social channels to complement your core communications functions.
She goes into detail about how social media can help you react and respond to critical crisis, employees misbehaving, and customer chaos.
WLA 2021 - Digital Programming for Top ResultsMorgan Mann
Presented at the Wisconsin Library Association 2021 Winter Conference by Morgan Mann, Community Relations Library Assistant at Door County Library. Featuring statistics on the current numbers for social media outreach internationally and within Wisconsin and surrounding states.
Nonprofit Insights: How to Socialize Your Volunteer Recruitment with Google A...VolunteerMatch
Question: What difference would it make for your organization if you could get $120,000 per year in free advertising?
Good news: you can. Join VolunteerMatch and Eric Facas, founder and CEO of Media Cause, to learn the basics of the Google Ad Grants program. Eric walks you through how to take advantage of this free "perk," as well as strategies for getting started with your account. We also cover more advanced techniques including supporter growth, volunteer recruitment, and how this program could help supercharge your online engagement.
How to measure your social media program, presented by Greg GerikSocialMedia.org
In his presentation, 3M's Social Media Leader of Global eTransformation, Greg Gerik, teaches a class on how to measure your social media program.
He talks about identifying what to measure, which tools to use, how to interpret the data, and how to tie it all to your key metrics.
This is a presentation that Greater Halifax Partnership's Maria McGowan delivered to member of the Downtown Halifax Business Commission on March 29, 2011
An Integrated Approach - Measuring Social Media for GovernmentHillary Hartley
Session for How to Measure Social Media in Government, May 1, 2013
http://www.aliconferences.com/conf/measure_social_media_gov0413/index.htm
With social media use on the rise in government, communication efforts require an integrated approach. Supporting marketing efforts with social media messages is a big part of this integration.
Texas.gov, one of the 29 state portals under the NICUSA umbrella, has successfully used this strategy in its efforts to increase awareness and online adoption of the driver services offered on its website. Creating and following a plan that integrates social media and measuring the results of those efforts has helped to bolster the success of an advertising campaign aimed at increasing driver license and vehicle registration renewals.
In this presentation, you will hear how Texas.gov:
- Incorporated social media into their communication efforts
- Determined what to measure to receive the most accurate ROI
- Measured the effectiveness of their social media efforts
How to Use Social Media to Influence the WorldSean Si
Here's the deck to my talk for the 23rd ASA Congress which was at The Grand Ballroom of Marriott Hotel. It was an awesome experience and I only had two points:
1) Use social media for good and
2) You have to have authority to use social media influentially.
My company: https://seo-hacker.net
Social Media is the online equivalent of Word of Mouth which really encapsulates its usefulness to businesses. In this presentation I cover the benefits of the main Social Media channels and demonstrate how effective usage of Social Media can increase customer loyalty whilst driving traffic back to your website
Chances are your content sucks. Don't fret. In this SlideShare presentation, we will share 10 ways to help your content go viral like BuzzFeed plus real-life examples to get you started. http://www.happymarketer.com/
Free tools for sourcing and generating great content | Small charities commun...CharityComms
Peter Jacobs, head of digital engagement, Royal Foundation of the Duke and Duchess of Cambridge and Prince Harry
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
This presentation was delivered at Third Tech Tuesday, a monthly meeting of entrepreneurs and small business owners in Castle Rock. It is a high overview of what could be measured when using social media and a brief overview of how to create a measuring campaign.
Building an Online Community, APSMA, March 2014Nicole Jensen
Presentation for Asia-Pacific Professional Services Marketing Association (APSMA) on March 25, 2014.
http://www.apsma.com.au/BookingRetrieve.aspx?ID=152578
Social Media for Nonprofits: What the CSuite Should KnowBryann Alexandros
Nonprofit leaders of the round table: before engaging on social media, plan smarter and strategically first. Myths and blasphemies, as well as sacred realizations before considering social media in your campaigns.
How to run a social media listening program, presented by Kathleen FettersSocialMedia.org
In her Brands-Only Summit presentation, First Republic Bank's Kathleen Fetters teaches a class on how to successfully run a social media listening program.
She goes into detail about listening, monitoring, and tracking social media conversations and applying those insights to your social media strategy.
Go to www.cfnps.org for information about upcoming events. Videos are not only a valuable way to showcase your organization. They also can be used to direct traffic to your website, thanks to YouTube features such as commenting, rating, and sharing. In addition, you can use YouTube to track and shape your message as your outreach campaign develops. In this way, your YouTube videos become an integral part of your social marketing strategy.
In this session we will cover the following:
• Incorporating Insight Statistics and other YouTube ratings and user comments to shape your communications strategy
• Linking your YouTube video to other networking sites like Facebook
• Adding keyword tags to your YouTube channel
• Using Call-to-action overlays on your videos to drive campaigns
• Including the Google Checkout “Donate” button in your video.
How to integrate social media with PR, communications, and crisis management,...SocialMedia.org
In her presentation, Ariba's Senior Manager of Social & Community, Debbie Curtis-Magley, teaches a class on how to use social channels to complement your core communications functions.
She goes into detail about how social media can help you react and respond to critical crisis, employees misbehaving, and customer chaos.
WLA 2021 - Digital Programming for Top ResultsMorgan Mann
Presented at the Wisconsin Library Association 2021 Winter Conference by Morgan Mann, Community Relations Library Assistant at Door County Library. Featuring statistics on the current numbers for social media outreach internationally and within Wisconsin and surrounding states.
Nonprofit Insights: How to Socialize Your Volunteer Recruitment with Google A...VolunteerMatch
Question: What difference would it make for your organization if you could get $120,000 per year in free advertising?
Good news: you can. Join VolunteerMatch and Eric Facas, founder and CEO of Media Cause, to learn the basics of the Google Ad Grants program. Eric walks you through how to take advantage of this free "perk," as well as strategies for getting started with your account. We also cover more advanced techniques including supporter growth, volunteer recruitment, and how this program could help supercharge your online engagement.
How to measure your social media program, presented by Greg GerikSocialMedia.org
In his presentation, 3M's Social Media Leader of Global eTransformation, Greg Gerik, teaches a class on how to measure your social media program.
He talks about identifying what to measure, which tools to use, how to interpret the data, and how to tie it all to your key metrics.
This is a presentation that Greater Halifax Partnership's Maria McGowan delivered to member of the Downtown Halifax Business Commission on March 29, 2011
An Integrated Approach - Measuring Social Media for GovernmentHillary Hartley
Session for How to Measure Social Media in Government, May 1, 2013
http://www.aliconferences.com/conf/measure_social_media_gov0413/index.htm
With social media use on the rise in government, communication efforts require an integrated approach. Supporting marketing efforts with social media messages is a big part of this integration.
Texas.gov, one of the 29 state portals under the NICUSA umbrella, has successfully used this strategy in its efforts to increase awareness and online adoption of the driver services offered on its website. Creating and following a plan that integrates social media and measuring the results of those efforts has helped to bolster the success of an advertising campaign aimed at increasing driver license and vehicle registration renewals.
In this presentation, you will hear how Texas.gov:
- Incorporated social media into their communication efforts
- Determined what to measure to receive the most accurate ROI
- Measured the effectiveness of their social media efforts
Community Management ROI - CMX Summit EastEvan Hamilton
Community management ROI is often called "too hard" and "not worth it". I disagree, and this presentation walks you through how to use common measurements of value to figure out how your community is helping the bottom line at your company.
Originally presented at CMX Summit East 2015.
Do you know what's working with your social media? This is from a webinar I did introducing my Social Media ROI (Return on Investment) Course. When you are putting a measurement system in place, you can make better decisions about what strategies work best for you.
How to Get a Grasp on ROI for Social MediaSpiral16
http://spiral16.com Realizing ROI for social media company initiatives is challenging because there the medium itself isn't purely financial, yet ROI is a financial metric. There is no ROI calculator that works for every company, but this presentation will help you wrap your head around the big picture, and get you thinking clearly about how you can calculate social media ROI for your business.
Social Marketing Strategy for Equine Veterinarians - EBMS 2013Ali Kelly
Presentation on social media marketing strategy for equine veterinary practices, focusing on aligning goals with measurable results. Presented to the Equine Business Management Strategies conference on September 11, 2013
Social media for retirement homes: Calculating return on investment (ROI) Our Kids Media
Social media can be one of the most challenging platforms for retirement homes to measure return on investment (ROI). But it's an area you can't afford to ignore. Agnes Stawicki of Comfort Life Guide to Retirement Homes (comfortlife.ca) provides practical advice for developing a goal-based approach to measuring your social media marketing return on investment (ROI).
What you'll learn:
- Measurement tools for tracking your social media efforts
- How to set up goals
- How are Canadian retirement communities and senior care providers using social media (case studies)
- A goal-based approach to measuring ROI
Offered by Comfort Life Marketing Academy (ourkidsmedia.com/marketing/retirement-living/), a division of Comfort Life (comfortlife.ca), Canada's #1 guide and online resource to the best retirement homes and senior care options.
Get the DL on ROI: How To Calculate Social Media ROI for BusinessFalcon.io
Measuring social media ROI is key to building and refining your social marketing strategy. It shows you what’s working and what’s not—allowing you to shift resources and tactics to be more effective. But how do you calculate ROI? There is a straightforward two-part formula that focuses on Return and Investment. This session aims to cover a wide variety of business goals (brand awareness, revenue, customer satisfaction, etc.) to follow and most importantly showcase how to calculate ROI step by step. You’ll learn:
How-to demystify social media ROI
Which KPIs support the various business goals you may have
How to create better content to support different business goals
Watch On-Demand: https://www.falcon.io/cmp/roi-resources/
So you’ve got a Facebook page, a Twitter account, a YouTube channel, new e-newsletter strategies, and a blog on your website. Great... but what are these emerging communication channels really doing for your organization? Are they enabling you to increase your email list size, recruit volunteers or acquire new donors? How can you measure the value of your social media activity, and are your efforts helping your organization reach its goals? Kirstin will guide participants through the social media realm, measuring the ever-evolving impact of social media and detailing the best practices of online monitoring.
Attendees Will Walk Away With:
• Simple strategies for connecting online activities to marketing and organizational goals
• Guidelines and a framework for measuring social media ROI
• Tips and tools to help you measure effectively and efficiently
How do you measure the return you’re getting on your social media efforts? Social media marketing is an investment, and like any other investment, you need to be able to demonstrate the value it brings to your organization in hard numbers.
During this session, we’ll cover quantifying success in relation to your business goals, tracking & measuring the effectiveness of your campaigns, and tools that can help you report your social media ROI.
Presented at Social Media Rockstar Event 2016 - #SMRE2016
You can find the Social Media Proposal for Real Estate . We are leading digital marketing agency and provides you best Digital services at very affordable price.
Leveraging Social Media Marketing Trends for the Apartment Association of Gre...Erica Campbell Byrum
Erica Campbell spoke on 'Leveraging Social Media Marketing Trends' at the Apartment Association of Greater Knoxville (AAGK) on April 25, 2012 in Knoxville, TN.
A collection of Social Media fails and flails categorized into 5 different categories: Wrong Account, Rules and Regulations, Who's driving?, Politically Incorrect, and Out of Control.
This collection was built in early 2013. I'd love to update the collection. Please send any additional examples to kemp@kempedmonds.com or via twitter @kempedmonds
Another Brick in the Wall: Arbitrator Upholds Discharge for Offensive Faceboo...Kemp Edmonds
This is the publicly published case study of a legal case I worked on involving the dismissal of an employee based on their posts to Facebook.
This document was originally published by Field Law LLP.
Health Care Social Media Camp - Twitter PresentationKemp Edmonds
This presentation was originally prepared and presented to the Quality Forum Conference in Vancouver, BC on March 7th, 2012. Thanks to helpful resources and other storytellers. kempedmonds.com
Getting on the Bus: A Social Media StoryKemp Edmonds
This updated version was first given to Kwantlen University's BBA and Marketing program on October 26th, 2011.
This presentation was first given June 4th, 2011 at Social Media Camp Victoria.
Social Media Communications SimplifiedKemp Edmonds
Presented an this updated version at an interactive seminar in Victoria, BC on the 11th of February 2011.
Originally presented as an interactive seminar at BCIT on the 30th of November 2010.
2. • Passion Drives Profession
• Amateur Social Media Scientist
• Product Builder
• HootSuite Product Expert
Introduction – Who is this guy?
3. Choose Your Own Adventure:
Social Media Stories
• Pakistan‟s First Social Media Company
• Chief Technology Officer, NASA
• Expert Legal Witness – Facebook Fired
5. The Plan
OVERVIEW BEGINNER TO EXPERT FUNNELS FOR $$$
• Direct vs. Indirect
• Savings vs. Revenue
• Social Media Reality
• Attributes
• Techniques
• Measurement
• Tracking Purchase
• Case Study
6. -Social Media Examiner, 2013 Social Media
Marketing Industry Report
Only 26% of marketers surveyed in
2013 agreed that they are able to
accurately measure the results of
their social activities.
7. • Trouble identifying social ROI tracking tools
• Trouble tracking data
• Lack of social analytics expertise
• Integration of systems and tracking
• Understanding what needs to be measured and
how to measure it:
• Brand Awareness: The value of a subscriber, the
value of a follower, the value of a click
• Lead Generation: Conversion rates of clicks to
sales, Average revenue per sale
Top Challenges with proving Social
Media ROI in 2013
- Social Media Examiner, 2013 Social Media Marketing Industry Report
8. • Social Media is a communications channel
not an activity or campaign
• Social Media activities need to tie to
business objectives and KPIs
• Is your website ready to receive and
convert visitors?
• Tracking systems must be setup
Let‟s get real
9. Overview
1. Target 2. Interact 3. Sell
$ $ $
Image By: @intersection1 used under creative commons.
10. What „R‟ does social media provide?
Direct
Indirect
Note: No real science was used in the creation of this infographic.
11. • Indirect revenue
• Brand awareness
• Brand Sentiment
• Improved customer satisfaction
• Product intelligence
• Competitive opportunities
• More more more…
What is the indirect ROI?
13. - Harvard Business Review
“It costs less than $1 per interaction
[on social media], whereas
telephone care is typically at least $6
per call. Even e-mail care costs
$2.50 to $5 per interaction.”
15. The Value of Data
5% -
Numbers
20% -
Analysis
75% -
Actionable
Insights
Beginner
Expert
Note: No real science was used in the creation of this infographic.
16. EXPERT
BEGINNER
What should we do? Report
Communicate
Note: No real science was used in the creation of this infographic.
17. • Strategy
• Non-existent
• Gives up quickly
• Communication
• Broadcast - Wonders why it‟s not working
• Doesn‟t engage with audience
• Measurement
• Posts to social without short links
• May suffer from Analysis Paralysis
Beginner
18. Intermediate
• Strategy
• Not integrated w/business objectives
• Keeps trying the same things
• Communication
• Posts are not always self-promotional
• Reactive - Responds to the audience
• Measurement
• Shorten links to save characters
• Tracks fans and followers obsessively
19. Advanced
• Strategy
• Integrated with business objectives
• Experiments and tries new things consistently
• Communication
• Part of an integrated content strategy
• Proactively reaches out to relevant parties
• Leverages advertising to support social
• Measurement
• Uses tracking codes for last click attribution
• Tracks the majority of social metrics
20. Expert
• Strategy
• Tied directly to strategic business objectives
• Constantly tests measureable new ideas
• Communication
• Fully integrated with other channel media
• Uses paid social to drive business objectives
• Proactively reaches out to relevant parties
• Measurement
• Uses CRM, Marketing Automation and powerful Web
Analytics tools for capture and nurture
• Uses advanced techniques beyond last click
attribution
25. Email: $ Value of a Subscriber
50 EMAIL SUBSCRIBERS
OPEN RATE
ACTIONS
(CLICK THROUGHS / VISITS)
$100 in
DONATIONS
26. Value of a Subscriber
50 Subscribers
$100 in Donations
$2 / Subscriber
=
Note: This is an example on an email campaign.
This can be done for multiple emails or over a specific time period.
27. Social: $ Value of a Follower
100,000 FOLLOWERS
5,000 REACHED
500 CLICKS
$1000 in
SALES
28. Value of a Follower
100,000 Followers
$1000 in Sales
$0.01 /
Follower=
Note: This is an example on a single post.
This can be done for multiple posts or over a specific time period.
29. Value of a Click
500 Clicks
$1000 in Sales
$2 / Click
=
Note: This is an example on a single post.
This can be done for multiple posts or over a specific time period.
30. Social Funnel Metrics
BASE = FANS, FOLLOWERS
REACH = AUDIENCE REACHED
ENGAGEMENT = CLICKS, LIKES
CONVERSION=
XYZ
33. Campaign Objectives Social A/B Testing Campaign Results
• Track each sales
transaction back to a
single social message
thereby measuring
direct ROI on a per-
post basis.
• Implementing
HootSuite to track
end-to-end ROI while
A/B testing different
social messaging
• Exceeded revenue goals
by 67%
• Exceeded room rate
reservation goal by 47%
• Increased Twitter
followers from 45, 164 to
47,760 in 30 days
• Drove $903 in revenue
over 30 days with one
post
Case Study - The $900 Facebook Post
37. • Communicate first measure second
• Setup multiple conversion opportunities
• Create more soft conversion opportunities
• ROI is a challenging thing to measure for
communications mediums
• It can be done but you must have goals
• Not all ROI is directly associated with $
• Attribution is key
In Conclusion… It can be done.
With all of the metrics available, why cansocial media ROI be so hard for marketers to determine?
With all of the metrics available, why cansocial media ROI be so hard for marketers to determine?
HootSuite has a powerful integration with Google Analytics…. The primary goal of the project was to show that businesses can track each sales transaction (or room booking in this case) back to a single social message, thereby measuring direct ROI of a social campaign. MediaLeaders needed to discover the best formula for social messaging. They partnered with HootSuite to ensure they were equipped with the necessary tracking tools including our integration with Google Analytics.
After testing multiple social messages, the team at MediaLeaders determined that this message would be the most effective. Here’s what the post looked like once it was published to the Palms Hotel’s Fb Page. The MediaLeaders team tested messaging by engaging with their audience, collaborating with the Palms on a daily basis to manage their social networks and track results end-to-end. They determined messaging by monitoring keywords like “Vegas Trip” and “Vegas Accommodation” along with brand and industry related mentions. They tested different messaging and monitored the results of those messages to determine that shorter messages—alongside rich media like a video or photographs—resulted in a great number of hotel reservations.
Using HootSuite and Google Analytics, the MediaLeaders not only tracked metrics such as increase in follower growth and engagement, but also measured the dollar value of each social message by showing the path of conversion. In the end, a simple Facebook message along with an image of the Vegas hotel generated $903 in revenue.Overall, the entire month-long social campaign:Exceeded their revenue goals by $2,029 (67%), earning a total of $5,029.19 Exceeded their room rate reservation goal by 7 transactions (47%), total of 22 transactionsIncreased Twitter followers from 45,164 to 47,760 followers (2596 total) in 30 daysIncreased follower engagement across all social channels (between impressions, likes, shares and RTs)