The document discusses metrics and measurement for social media return on investment (ROI). It notes the challenges in measuring social versus traditional media. Quantitative metrics include leads, sales, and costs. Qualitative metrics involve authority, loyalty, and intangible benefits. Case studies show how SeaWorld measured a coaster campaign ROI through links and visitors. Southwest Airlines attributes $1 million in additional ticket sales to Twitter. Marriott credits $5 million in bookings to their blog. The document advises determining valuable metrics and reporting them clearly to demonstrate social media value.

1. Metrics and Measurement
The Hunt for Social Media ROI
Scott Schablow
Chief Strategic Officer
Provenance Digital Media

2. Opening Thought
“ Social media is like teen sex.
Everyone wants to do it.
Nobody knows how.
When it’s finally done there is
surprise it’s not better.”
Avonash Kaushik – Analytics Evangelist, Google

3. Measuring ROI
Traditional Measurement
• Investment $30,000
• Yield = 1000 leads
• Cost Per lead = $30

4. Measuring ROI
Social Media Measurement
• Comments + Conversation + Facebook x Twitter = Success
Huh?

5. Measuring ROI
“What do you want to measure the “social” or
the “media” - David Alston of Radian6
• Media: traditional measurement = quantitative
• Social: untraditional measurement = qualitative

6. What Do You Want To Measure?
Number of influential blogs that linked to us.
Increase in Pagerank Reduction in complaints
Number of repeat, unique visitors
Number of new ideas that were implemented
Number of Tweets about us Number of new leads
Number of leads converted into sales
Number of new insights gained about customers’ attitudes
Reduction in support costs
Amount of increase in
satisfaction

7. What Do You Want To Measure?
Meaningful Metrics
• 20,000 Twitter followers
• 200 Interested, engaged followers who are qualified
prospects

8. What Do You Want To Measure?
Meaningful Metrics
• What metric can you measure that management considers
valuable?
• Consider that indirect benefits often lead to sales (they’re just
harder to measure)

9. What Do You Want To Measure?
Meaningful Metrics
• Media: traditional measurement = quantitative
• Social: untraditional measurement = qualitative

10. What Do You Want To Measure?
Meaningful Metrics
• Media: bean counters & cash = quantitative
• Social: untraditional measurement = qualitative

11. What Do You Want To Measure?
Meaningful Metrics
• Media: bean counters & cash = quantitative
• Social: authority & loyalty = qualitative

12. What Do You Want To Measure?
Meaningful Metrics
• Quantitative - $ales, qualified leads, re-acquisitions
• Qualitative – authority, interaction, loyalty, satisfaction,
feedback

13. What Do You Want To Measure?
Meaningful Metrics often are:
• Intangible benefits
• Reasonably likely to create sales, loyalty and brand
evangelism

14. Quantitative ROI Cases
SeaWorld San Antonio's
Journey to Atlantis social media campaign

15. Quantitative ROI Cases
SeaWorld: Journey to Atlantis
Campaign Objectives:
• Build relationships with the coaster community
• Build awareness of Journey to Atlantis
• Assist in driving visitation to the park

16. Quantitative ROI Cases
SeaWorld: Journey to Atlantis
Campaign Strategy:
• Initial research phase
• Targeted list of 22 coaster enthusiast blogs & forums
identified
• Treat coaster bloggers as a VIP audience
• Content rich Web site was deployed as the hub for content
and information

17. Quantitative ROI Cases
SeaWorld: Journey to Atlantis
Implementation:
• Eleven videos & a 45-photo portfolio that spanned from
construction to opening day were created
• Deployed with a Creative Commons license on YouTube, Flickr
& Veoh
• Used on the SeaWorld Coasters multimedia site
• Coaster Enthusiast group were invited to attend the media
launch day and to be among the first to ride Journey to
Atlantis

18. Quantitative ROI Cases
SeaWorld: Journey to Atlantis
Desired Results:
• Links from coaster sites
• Attendees at the media day
• Ongoing contact.

19. Quantitative ROI Cases
SeaWorld: Journey to Atlantis
Actual Results:
• Of 22 sites identified, 12 covered the ride, including Theme
Park Insider
• The campaign received 50 links from unique Web sites, 30
were from coaster enthusiast sites
• The American Coaster Enthusiasts group brought 30 members
to ride Journey to Atlantis on media day. These riders later
left positive comments on YouTube videos
• SeaWorld San Antonio attended its annual meeting in 2008.
The relationship is ongoing

20. Quantitative ROI Cases
SeaWorld: Journey to Atlantis
Actual Results:
• Budget for the campaign about $44,000
• Overall, the cost per impression for the social media
campaign was $0.22 versus $1.00 for television
• Used an internal formula that applies a value to each visitor
to the park (per cap rate)
• The online group represented more than $2.6 million in
revenue.

21. Quantitative ROI Cases
Southwest Airlines
“Southwest Airlines attributes more than $1 million in additional
ticket sales to it’s presence on Twitter”
Marriott
"Marriott has made more than $5 million in bookings from
people who clicked through to the reservation page from
Marriott's blog."

22. Qualitative ROI Cases

23. Qualitative ROI Cases
Campaign to Innovate Products & Service
Success Metrics Goal By
Amount of good
suggestions that
company hadn’t
thought of
N amount of
suggestions
collected per
month and N
amount that you
actually implement
Starbucks
Amount of above
that you actually
implement

24. Qualitative ROI Cases

25. Qualitative ROI Cases

26. Qualitative ROI Cases

27. Qualitative ROI Cases
Success Metrics Goal By
Amount of
influential blogs
linking to you
N Pagerank by a
certain date
CopyBlogger
Pagerank relative
to competitors
Nth position in
Pagerank relative
to competitors by a
certain date
Amount of organic
traffic per month
N% of organic
traffic per month
Amount of traffic
that converts to
sales
$N per month
attributable to
referrals from blog
Measuring Authority

28. Metrics – Tools of the Trade
• What do you want to measure?
• Web analytics fall short for social media

29. Metrics – Tools of the Trade
Social Media Metrics
Plug-in for Google Analytics
http://userscripts.org/scripts/show/35080

30. Metrics – Tools of the Trade

31. Metrics – Tools of the Trade

32. Metrics – Tools of the Trade

33. Metrics – Tools of the Trade

34. Metrics – Tools of the Trade

35. Metrics – Tools of the Trade

36. Metrics – Tools of the Trade

37. Metrics – Tools of the Trade

38. Metrics – Tools of the Trade

39. Metrics – Tools of the Trade

40. Metrics – Tools of the Trade

41. Metrics – Tools of the Trade

42. Metrics – Types of ROI Measurement
1. Post-project ROI
2. Efficiency gains or cost avoidance
3. Proxy Metrics
4. Product/Service/Process Innovation
5. Improved Conversions
6. Digitalization of knowledge
7. Social capital and empowerment of the workforce

43. Metrics – Types of ROI Measurement
Some quick tools and suggestions:
• Create campaigns & events specifically for social media. Then
customize your analytics software to make it easy to track
those events.
• Track a specific Twitter traffic campaign or DiggBar URL with
campaigns.
• Organize a dashboard and set up email reports. To get
specific information on social media, have traffic stats from
top social media websites (i.e. Digg, Facebook, Twitter, etc.)
emailed to you so you can see it all in one place.

44. Summary
• Find out what metrics a viewed as valuable by
management
• Determine what metrics you can measure
• Report it in a way that clearly demonstrates
the value (diagrams, charts, etc.)
• Evaluate successes and failures and then take
another small step forward

45. Join the Conversation
• Scott@Schablow.com
• Scott.Schablow@ProvenanceDigital.com
• Blogs: www.SchaBlog.com www.PrinciplesOfProvenance.com
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• Almost anywhere as sschablow or ScottSchablow