It is getting increasingly difficult (not that it was ever easy) to justify the investment that a client makes with respect to a social media campaign. Qualitative metrics no longer seem to work in a standalone manner. The challenge lies in showcasing the real value that social media brings to the client‘s business in terms of metrics relevant to the business. Learn what needs to be measured, how it should be measured and the best practices in measuring the right things in the ‘social world‘ from our in-house social media Guru, Rohit Onkar.

1. ROI in Social Media

2. Agenda
 Platform KPIs
 Social Advertising KPIs
 The ‘Real’ ROI in Social Media
 Big ‘Social’ Data
Q&A

3. Results: What is your biggest
challenge with social media?
Source: SEMPO

4. Facebook KPIs

5. KPI
Western Union
01 Oct 2013 / 01 Nov 2013
Fans
178,209
Score
44
+4.26%
+1
Talking About Avg
2,444
Category Score
37
(Likes+Comments+Shares)/(Fans*Posts)*100
Activation Rate per post
0.04
Response Rate
78%
Publication Frequency
1.75
Engagement per post
62
(Likes+Comments+Shares)/(Posts)

6. Twitter KPIs

7. KPI
@Citibank
01 Oct 2013 / 01 Nov 2013
Followers
56,390
+7.34%
followers vs following
48.35
New Followers
3,675
following
38,011
Score
67
-2
Category Score
56
Publication Frequency
4.78
No. of interactions/No. of Tweets
Response Rate / Time
0.95% / 79mn
Engagement per tweet
23
-0.26%

8. YouTube KPIs

9. KPI
Bank of America
01 Oct 2013 / 01 Nov 2013
Engagement Rate per video
0.01%
(Likes+Comments+Dislikes+Favorites)/(Views)*100
Score
20
+3
Category Score
14
Total number of videos
130
Video views
9,651,730
Subscribers
4,040
+5.48%
Like / dislike ratio
81.44%

10. LinkedIn KPIs

12. The Tools Used

14. Social Advertising

15. What to Measure?
-
-
Cost per contact
Conversion rate
Conversion rate
Cost per conversion
ROI = (revenue – ad spend)/(ad spend)*100

16. The ‘Real’ Social ROI

17. Consumer's Journey to Purchase
Realization
Awareness
Consideration
Set
Where does social media fit?
Preference
Purchase

18. Multi-Channel Interaction

19. The ‘Time’ Element in a Social Media Conversion

20. Do I Engage on Multiple Social Media/Digital
Platforms?

21. Does Social add Value to My Business?
Visits v.s. Conversion Rate
300,000
0.70%
250,000
0.60%
0.50%
200,000
0.40%
150,000
0.30%
100,000
0.20%
50,000
0.10%
0
0.00%
google
direct
beyond
Visits
-
Is the lead to sale conversion from social media better than other
sources?
Is the average order value from social media higher than other sources?
email
Conversion Rate
linkedin.com

22. Big ‘Social’ Data

23. The Socially Intelligent Sales Team
Website Visitors
Use social to find out the exact
information about your website
visitors
Repeat Visitors
Leads

24. Tool Leaks

26. Q&A

27. If you would like to know more, catch
me on LinkedIn in.linkedin.com/in/rohitonkar/
Email: rohit.onkar@convonix.com