Leveraging Analytics for Social Media ROI presented methods for measuring return on investment (ROI) from social media. It discussed frameworks like the ROI pyramid and balanced scorecard for evaluating ROI. Key metrics for social marketing ROI include listening metrics like volume, share of voice and sentiment as well as reach, engagement and sales impact. Additional resources on social media analytics and ROI measurement were also provided.

1. Leveraging Analytics for
Social Media ROI
Presentation for PAS – Dec 18, 2012
Babar Bhatti • babar@mutualmind.com

2. About Me
• Focus on Social media analytics and data mining
• Background in E-business, Web 2.0, Analytics and Internet Technologies
• Co-founded MutualMind in 2009 - Angel-funded startup in Dallas
MutualMind is a social media listening, analytics and
engagement platform with an exclusive focus on OEM
partners and agency/service providers.
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3. Today’s Discussion
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4. Primer on ROI
• Return on Investment – a financial measure
• Why all the confusion?
• Key trends in digital marketing are driving the need for
better measurement of ROI (and accountability!)
 Age of the Customer
 Paid, Owned and Earned media
 Too much data and noise, non-standard approaches /
lack of standards, attribution gaps and stand-alone
products
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5. The ROI Infographic
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6. Framework: ROI Pyramid
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7. Framework: Balanced Scorecard
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8. McKinsey Framework
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9. ROI Measurement
Social can deliver value for a variety of business purposes
 Marketing Campaigns
 Brand Awareness and Word of Mouth
 Competitive Intelligence
 Customer Intelligence
 Monitor Reputation (Early Warning System)
 Product Feedback (Voice of consumer)
 Market Research
 Customer Service
 Sales (Lead Generation)
POST: People, Objective, Strategy, Technology.
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10. Metrics for Social Marketing
Metrics that Matter
 Listening
 Volume / Sources
 Share of Voice
 Topics
 Sentiments
 Reach and Influence
 Audience segmentation
 Reach / impressions
 Engagement
 Reactions – Likes, shares
 Content marketing
 Sales Impact
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11. Shopper Marketing
Touch Point Monitor Social CRM Amplify Lead
Consider
Insights
Shopper Lifecycle Intelligence
• SOV Interactions
Evaluate • Sentiments •Responses
• Trends •Engagement Word-of-Mouth
•Customer Service •Authentic Reach
Buy •Authentic Influence
•Resonance
Change in:
Experience • Brand awareness and
sentiment
• Consumer behavior
• Business outcome
Advocate
Bond
Digital and In-store Social Intelligence for Brands & Retailers
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12. Insights Dashboard
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13. Sentiments & Reach
Sentiments and Brand Reach
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14. Competitive Intelligence
MONITORING RESULTS FOR BRAND VS COMPETITION
FACEBOOK PERFORMANCE COMPARISON
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15. ROI Calculator Example
Configurable, self-service online calculator
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16. ROI Calculator Example
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17. Additional Resources
• A list of key resources is included on the
next slide
• For additional case studies, resources and
questions, please connect with me:
 babar@mutualmind.com
 @thebabar
 www.linkedin.com/in/bbhatti
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18. Selected References
1. McKinsey & Company – Demystifying Social Media - 2012
2. IBM Social Analytics – The Science Behind Social Media Marketing -
2010
3. Altimeter Group – Social Media ROI Cookbook - 2012
4. Forrester Research – The ROI of Social Media Marketing - 2010
5. Forrester 2012 – The ROI of Social Marketing
6. Sloan Management Review – Increasing the ROI of Social Media
Marketing – Fall 2012
7. Sloan Management Review – Can You Measure the ROI of Your Social
Media Marketing? – Fall 2010
8. IBM Institute for Business Value Executive Report: Analytics, the New
Path to Value – October 2010
9. MutualMind Blog (White paper, Infographic)
10. John Lovett - Social Media Metrics Secrets - John Wiley and Sons -
2012
11. Olivier Blanchard – Social Media ROI – John Wiley and Sons - 2011
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