90% of marketers aren't able to effectively track their results on social media. Tracking ROI of social networks, just like tracking ROI of online communities, is hard and many companies struggle with it. In this presentation, I show examples of how you can make your social media activities and KPIs more aligned with the business objectives and effectively track them.

1. MEASURING THE ROI OF
SOCIAL MEDIA EFFORTS
meetagata.com

2. Hi, I’m Agata.
Growth Marketing Consultant
● +10 years in project management and 5 years in
VP-level marketing (Google, SimScale, Groove)
● Mentor @ growthmentor.com
● Founder at meetagata.com

3. The problem
with
social media...

4. Marketers can
effectively track
their results on social
media
10%

5. Opportunity

6. Why social
media matters?

7. social media users
3.48 Billion

8. 45% of all people

9. 84%
C-level & VP-level
buying decisions
influenced by
social media

10. Outbound
Marketing
Social Media
100%
Higher
Lead-to-close rate

11. Social
Media
Other
Channels
13%
Lead Conversion Rate

12. Leads and Revenue
generation with
social media

13. Gated Content1
Landing pages with forms
LinkedIn Lead Gen Form Ads
Facebook Lead Ads

14. Webinars2
Partner Webinar
=
Increased Reach

15. Targeted Paid Social3
Audience matched to buyer personas
Lookalike audience
Remarketing

16. Facebook Custom Tabs4
Custom Tab
Integrated
Lead Gen
Form

17. Social Selling5
LinkedIn Automation Tools
Sponsored InMail
Facebook Messenger Bots

18. Monetizing
social media

19. 1
Google Analytics
+
Google Tag Manager

20. Google Analytics &
Google Tag Manager

21. 1
Email Marketing
+
CRM

22. Google Analytics &
Google Tag Manager

23. ROI
SimScale
Case Study

24. YouTube Campaign

25. YouTube Campaign
In just 3 days SimScale generated the number of leads equivalent
to 3-months of advertising with AdWords for a 15x lower cost.

26. ROI
Google
Case Study

27. Community Value
Successful Answer (SA) Force Multiplier (FM)
1:1 Resolved Community cases:
● Threads x % AS x Cost/Case2
1:M Resolved Community cases:
● PVs x RR x Cost/Case
? A!
Solved
? A!
Solved
RR

28. Community Value
ROI = Cost Saving - Community Maintenance Cost

29. Community Value
$ 7.5 M
Cost Saving
$ 12.9 M
Global ROI
92
FTE Saving

30. ROI
Hootsuite
Case Study

31. Social ROI

32. Social ROI
● Unilever: € 900 K save in research cost
● eHarmony: 65% increase in subscription conversions
● Grupo Expansión: 200% revenue growth from social

33. hootsuite.com/tools/social-roi-calculator
Social ROI

34. Do you need help with growing
your business?
meetagata.com
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