What is ROI? Where can I find it on Twitter? and why should I care about non-financial outcomes of social media? A little look into fan behaviour and how you might cultivate better non-financial results from social media. A presentation for #Twitterman conference Manchester - October 5th 2011

1. Social Media ROI
& How To Leverage Fan Behaviour
Go ON...Get Your Phone Out & Tweet Using #twitterman

2. “what Is the ROI
of Twitter?”
Meep!

3. ROI is Not scary!
Its Just the Efficiency of investment
ROI = (Gain - Cost)
Cost
Just Multiply ROI by 100 To Get a percentage
Return on Investment (ROI) is simply a measure of the efficiency of an investment.
ROI = (Gain – Cost)/Cost #twitterman

4. Wahooo!!!
Social Media is Free...
So it HAS a Fantastic roi, Right?
Social Media might be free to set up but research, planning, strategy, content creation,
monitoring & reporting all costs money #twitterman

5. There’s No Such Thing As Free LUNCHES
SOCIAL MEDIA
(and there’s no cookie cutter approach)
mmm...
RESOURCES
There is no such thing as free social media! It’s your men, your money, your minutes.
#twitterman

6. Two reasons to Use
Social Media For business
1. Make Money
2. Save Money
Social Media is a platform which can be used to successfully achieve a wide range of
business objectives. “Show me the money” #twitterman

7. Intangible Outcomes
(non-financial)
On The Surface, There may be no
immediate “ROI” on Twitter.
Instead, Build Long Term Benefits
On the surface, there may be no immediate “ROI” on Twitter. Some outcomes are not
financially based. So, ROI is not found here. #twitterman

8. Which Department
Should “Own” Social Media?
Sales HR
No One Dept
Should...
Customer
R&D
Support
Customer loyalty?...
No one department should have full authority over your social media, is your accounts
team the only one allowed emails? #twitterman

9. Get Specific
Give Your Objectives Targets
To Give Your Team Focus
Get specific with your targets. Give numbers of units you want to sell. This gives your
team a problem to solve & an end goal. #twitterman

10. The $1,000,000 Question
Sell 1500 more Shortlist 20 candidates
units in Q4 to interview for your
new Social Media roles
Make good 30 Why? Research latest
customer
trends to develop
complaints
a new product
this month
Engage with 200 existing customers
Start with the ‘why’. Understand your biz objectives & set MEASURABLE targets. Solve the
problem, then go do what you do best. #twitterman

11. Measurement
"I don't care how many eyeballs
we are reaching, unless we are
selling stuff...“
"I don't care how many eyeballs we are reaching, unless we are selling stuff.” Can you
prove otherwise?.. #twitterman

12. Followers? @replies? RTs?
What on Earth Do I Measure?
Klout? REACH? Sentiment?
"Not everything that can be counted counts, and not everything that Meep!
counts can be counted." - Albert Einstein #twitterman

13. Each KPI You Measure Should Relate
To Your Business Objectives!
Non-financial outcomes
are not ROI !!
They tell the story and
Fill the gap between
Investment and return
And They Can be
Indicators for Future ROI
It's worth remembering that non-financial outcomes ARE worth something.
But right now, 50,000 new opt-ins do NOT equate to ROI. #twitterman

14. Listen, Measure, Analyse,
Report & act!
Listen Measure Analyse Report
Collect Quantify Extract Regularly deliver
information data actionable insight actionable
that is relevant using focus set insights against
to your forth in objectives to
objectives objectives all stakeholders
Don't measure and report Social Media numbers just because it’s easy.
Measure and report if it means something. #twitterman

15. Only Measuring Online activity?
Overlay Social Media Outcomes with
Transactions, Sales Data & Other Metrics
Validate or reject
Any Correlations you find
Correlation doesn't mean causation! Remember to validate any relationships you find:
links must be proved or disproved. #twitterman

16. Tools, Tricks & Tips
"Start where you stand, work with
whatever tools you may have at your
command, and better tools will be
found as you go along.”
"Start where you stand, work with whatever tools you may have at your command and
better tools will be found as you go along.” #twitterman

17. Social Monitoring
Big Boys
Data Friendly
Social Media Monitoring... Well...
Twitter Advanced Search is underrated http://bit.ly/AdvTwitterSearch #twitterman

18. URL Tracking + Goals
http://bit.ly/ScreendripInTheNorth
http://bit.ly/GoogleShortener
http://bit.ly/AnalyticsGoals
http://bit.ly/TrackSocialAnalytics
Track links back to your site with http://bit.ly/GoogleShortener
Shorten with http://bit.ly & Set up goals in Google Analytics #twitterman

19. Google Analytics
http://mz.cm/SocialSegments
Use Google Analytics to segment social traffic that arrives to your site.
See how to do that here: http://mz.cm/SocialSegments #twitterman

20. Measure Influence?...
Popular tools for measuring influence online include http://www.peerindex.com,
http://klout.com & http://kred.ly/. But be smart #twitterman

21. Fan Behaviour
“You need to build trust &
relationships before closing a sale”
“You need to build trust & relationships before closing a sale.”
Non-financial goals are still vitally important to businesses. #twitterman

22. Fan Behaviour
I’m talking about these non-financial outcomes here
Make people feel good, Immerse them, like they belong...
...And You Increase Likelihood of fans:
Visiting Your Recommending You
Website Longer to their friends
Purchasing from
Revisiting Your Website your website
My research proved that fans who are immersed with brands online were more likely to
recommend and purchase from them in future. #twitterman

23. Coldplay
When Coldplay were in the studio recording their new album, they handed their
homepage over to their fans’ artwork. #twitterman

24. Imogen heap
Imogen Heap video blogged the recording of her album, taking on board fan ideas.
Her set list is decided by her fans. #twitterman

25. Key Take Aways
Understand the difference between ROI &
non-financial outcomes
How to Measure Social Media
Understand Motivations of “Fans”
(or at least, to start thinking about it)
I want you to understand ROI and non financial outcomes, how you should measure social
media AND to think about your audience. #twitterman

26. Ask Yourself If Twitter Is:
1. Making You
Money
2. Saving you
Money
Is Twitter making or saving you money?
If it’s not doing either, then you’re probably using it wrong. #twitterman

27. Come talk to me on Twitter
@charliesaidthat
Thank You For Listening
I’m Charlie Southwell
Cofounder of
Email: charlie@screendrip.com
Web: http://www.screendrip.com
Blog: http://charliesaidthat.com/digital
Suggested reading:
http://amzn.to/BookOfROI