Slides used to complement Weber Shandwick Minneapolis B2B social media roundtable discussion on the ROI and social media question.

1. 1 B2B Social Media Roundtable Social Media and ROI Dare We Talk About It?

2. 2 With You Today Aaron Pearson Email:apearson@webershandwick.com Twitter:@apearson Email:andy.keith@webershandwick.com Twitter:@andykeith www.socialstudiesblog.com

3. 3 What you told us … 2 out of 3 respondents are measuring mar-com ROI

4. 4 More than 3 out of 4 are using social media to some extent

5. 5 Fewer than half are measuring ROI for social media

6. 6 All agree ROI measurement is important to some degree

7. 7 Biggest challenge: What to measure? Where to begin?

8. 8 Connecting the dots to results “My favorite social media metric has a dollar sign in front of it.” -- Chris Brogan

9. 9 What Senior Marketers say vs what they actually measure

10. 10 Slide 10 – March 23, 2010 2009/2010 = Transformational time Economy : Cold Measurement : Hot Critical to Measure What You Treasure

11. 11 Putting the data into context:An integrated measurement model activities reach relevance outcomes worth What activitieswere performedto achieveresults? Did you reachyour audience?How manyimpressions,web visits,reports,attendees, etc. weregenerated? Were yourelevant to youraudience? Were you credible? Did your ideas and messages resonate? Did you drive conversation? What business results did you achieve? Awareness? Engagement? Reputation? Leads? Sales? Loyalty? Advocacy? What is the estimated dollar value of your communication efforts? What was the ROI? Quantity/Output  Quality/Outtakes  Business Impact  Value/Efficiency Communications Team  Marketing Team  Executive Team Source: Weber Shandwick Measurement & Strategy practice, “ARROW” measurement model

12. 12 What can we measure? What is most important? Cost per customer interaction (e.g. call center vs Twitter or other online channel) Leads generated Increase in followers, fans or “Likes” for my Facebook page or Twitter profile Qualified job candidates Increase in site traffic Revenue generated Views of a specific landing page, blog post or message Increase in time spent on site Customer retention rate / cost Click-throughs on a specific link Customer acquisition rate /cost Increase in positive sentiment Increase in Share of Voice

13. 13 What can we measure? What is most important? ROI Precursors to ROI Revenue generated Leads generated Customer acquisition rate /cost Customer retention rate / cost Cost per customer interaction (e.g. call center vs Twitter or other online channel) Increase in site traffic Increase in time spent on site Qualified job candidates Views of a specific landing page, blog post or message Click-throughs on a specific link Increase in followers, fans or “Likes” for my Facebook page or Twitter profile Increase in positive sentiment Increase in Share of Voice

14. 14 How can we measure it? Google Alerts Blog searches (Google, Technorati, BlogPulse, IceRocket) Track mentions in specific blogs via RSS feeds TweetDeck, HootSuite, Seesmic or other tracking dashboard Paid tools (Radian6, Nielsen BuzzMetrics, Sysomos)

15. 15 How to choose? Know your target audience decision-making process flow

16. Proving communications value:Focus on outcomes Start by defining clear, precise, measurable goals Even if you don’t think you can measure PR’s impact on the outcome, start with the assumption that you can – and then work backwards to figure out how to measure it Anecdotal evidence Data-based evidence Correlation Contribution Causation Read and internalizeoutcomes definitionsfrom PRSA and IPR’sMeasurementCommission Slide 16 -- March 23, 2010 http://comprehension.prsa.org/?p=628

17. 17 Two ways to look at ROI Direct Inferential Online conversion, e.g. e-commerce sale, lead form, download of white paper Identifiable campaign or source tags used consistently in all links Tracking known customers and leads via Social CRM to determine if their activity is resulting in referrals, leads or sales Social media related questions in customer surveys Identify one or more ROI metrics Increased Sales volume Lower customer acquisition cost Shortened sales cycle Reduction on support cost Is there any correlation with increased social media activity? Increase in fans/followers Increase in volume of interactions or level of engagement Increase in Share of Conversation Are there any other corollaries?

18. 18 What leads to “True ROI?”

19. 19 Is increase in online activity a precursor to corresponding change in sales volume or other ROI metric?

20. 20 Interacting with social brands strongly correlates to positive view http://www.emarketer.com/Article.aspx?R=1007419