SlideShare a Scribd company logo
Social Media ROI
                   Measuring the Unmeasurable?




with Yongfook of         ~ a digital business incubator, based in Tokyo
“Social media is like teen sex”
         Avinash Kaushik - Analytics Evangelist, Google
“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.”
         Avinash Kaushik - Analytics Evangelist, Google
What “investment”?
What “investment”?
Is social media an extension of
business ethics? Should there
even be a “return”?
There seem to be a lot of qualitative benefits...

•Loyalty
•Trust

•Passion

•Interaction

• Brand Awareness
...but you’ll probably be told




  that stuff is hard to measure lol
Fragmentation doesn’t make it much easier
It IS easy to measure, just not with conventional
success metrics...
...because it affects more of your organisation’s attributes than just boosting sales
Know which needles* you want
to move and how to keep track.
Know which needles* you want
to move and how to keep track.
*be strict and choose metrics
that actually translate into a
business context for your
organisation.
Ignore meaningless metrics like
“number of followers”.
A successful campaign is about
more than just getting attention.
Define your success metric
                         Number of people who filled in the “get more info” form
 Number of new customers / sales
                                                         Reduction in support costs
                      Number of minutes a day we are nice to customers
Number of people who used a specific coupon that is associated with this campaign

              Number of influential people who tweet something about us

                                          Number of influential blogs that linked to us

           Number of features suggested by users that we actually implement

                                                 Number of repeating, unique visitors
                 Increase in Pagerank

      Number of people in a specific location / demographic who follow us on twitter
 Number of new things we discovered about customers that we never knew before
Define your success metric
                         Number of people who filled in the “get more info” form
 Number of new customers / sales
                                                         Reduction in support costs
                      Number of minutes a day we are nice to customers
Number of people who used a specific coupon that is associated with this campaign
Your marketing team / social media consultant
      Number of influential people who tweet something about us
         can help you define these.
                                          Number of influential blogs that linked to us

           Number of features suggested by users that we actually implement

                                                 Number of repeating, unique visitors
                 Increase in Pagerank

      Number of people in a specific location / demographic who follow us on twitter
 Number of new things we discovered about customers that we never knew before
• Define relevant success metrics that translate into
 a business context.
 • Quantitative - sales (obviously), new leads, new qualified
   subscribers

 • Qualitative - satisfaction, loyalty, authority, interaction, feedback
   • For qualitative goals, use simple rules as metrics.

• Set campaign goals based on these metrics. Your
 return is successfully meeting or exceeding these
 goals.

• Implement campaign, review metrics and goals.
 Filter out channels and strategies that don’t get
 good returns. Repeat.
Measuring Qualitative Returns
A simple campaign to build Loyalty & Trust
            Be nice to customers who mention your company / product name on Twitter.




         Success Metrics                    Goal                 As implemented by...


                                 N amount of positive
  - Amount of positive
  comments sent to customers     conversations about your
  per week within a given time   company or product per week
  ceiling

  - Amount of conversations
  that started from the
  comment.




Measuring Qualitative Returns
A campaign to increase Satisfaction
            Engage with customers / prospects using social media and ask what they
            would like from you.




         Success Metrics                    Goal                  As implemented by...


                                 N amount of suggestions
  - Amount of good suggestions
  that your company hadn’t       collected per month and N
  thought of.                    amount that you actually
                                 implement.
  - Amount of the above that
  your company actually
  implements.




Measuring Qualitative Returns
A campaign to increase Authority
            Start a blog on a topic that relates to your company and that you an expert on.
            Focus on writing authoritative content first, promoting your company second.




         Success Metrics                        Goal                 As implemented by...


                                   N Pagerank by a certain date.
  - Amount of influential blogs
  linking to you.
                                   Nth position in Pagerank
  - Pagerank relative to that of   relative to competitors by a
  competitors.                     certain date.

  - Amount of organic traffic per   N% of organic traffic per
  month.                           month.

  - Amount of traffic that          $N per month attributable to
  converts to sales.               referrals from blog.




Measuring Qualitative Returns
Measuring Quantitative Returns
A campaign to increase Offline Sales
            Implement a promotion on a social media platform. Give participants a
            printable campaign voucher so you can track where offline sales originated.




         Success Metrics                      Goal                 As implemented by...


                                  $N monthly sales
  - monthly sales

  - monthly store traffic          N% increase in store traffic
                                  over the pre-promotion
                                  period.




Measuring Quantitative Returns
A campaign to increase Online Sales
            Use Twitter to inform prospects about special promotions, capitalising on
            Twitter’s real-time nature for exclusive, limited-customer / limited-period offers.




         Success Metrics                        Goal                    As implemented by...


                                    $N monthly sales
  - monthly sales attributable
  directly to Twitter
                                    $N monthly sales directly
  - new customers attributable      attributable to Twitter
  directly to Twitter

  - monthly revenue generated
  from customers originally from
  Twitter (i.e. did the customer
  go back later of their own
  accord and buy more)




Measuring Quantitative Returns
Remember that driving targeted traffic from
social media sources is only half the
challenge if you’re trying to sell something.

   Flawlessly-executed social
        media campaign          Is a door to...   Your website
Learn about:
A/B and Multivariate Testing
Designing to sell

Get into the habit of:
Testing, testing, testing

Hire a:
Copywriter
Web designer who likes selling
Person who can manage all of the above
Dave McClure has a good
presentation online about metrics
and measurement:
http://www.slideshare.net/Startonomics/startup-metrics-for-pirates-presentation




                                                   AARRR

                                     (this makes sense if you watch his presentation)
You can also ask me about this or
any of the other stuff I’ve talked
about. Happy to chat.

View / Download this presentation:
http://www.slideshare.net/yongfook
CEO of
http://www.yongfook.com
                                           Digital Business Incubation
                                              http://www.egg-co.com
                                    http://www.opensourcefood.com
                                           http://www.sweetcron.com
                                                http://www.rippl3.com

           Coming soon - an easy-to-use tool related to the stuff I talked about today...




                                                                    http://www.rippl3.com
Thank You!
If you need to get in touch, for the rest of my trip I can be
          found sitting in front of a bowl of this:

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Social Media ROI

  • 1. Social Media ROI Measuring the Unmeasurable? with Yongfook of ~ a digital business incubator, based in Tokyo
  • 2. “Social media is like teen sex” Avinash Kaushik - Analytics Evangelist, Google
  • 3. “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.” Avinash Kaushik - Analytics Evangelist, Google
  • 6. Is social media an extension of business ethics? Should there even be a “return”?
  • 7. There seem to be a lot of qualitative benefits... •Loyalty •Trust •Passion •Interaction • Brand Awareness
  • 8. ...but you’ll probably be told that stuff is hard to measure lol
  • 10. It IS easy to measure, just not with conventional success metrics... ...because it affects more of your organisation’s attributes than just boosting sales
  • 11. Know which needles* you want to move and how to keep track.
  • 12. Know which needles* you want to move and how to keep track. *be strict and choose metrics that actually translate into a business context for your organisation.
  • 13. Ignore meaningless metrics like “number of followers”. A successful campaign is about more than just getting attention.
  • 14. Define your success metric Number of people who filled in the “get more info” form Number of new customers / sales Reduction in support costs Number of minutes a day we are nice to customers Number of people who used a specific coupon that is associated with this campaign Number of influential people who tweet something about us Number of influential blogs that linked to us Number of features suggested by users that we actually implement Number of repeating, unique visitors Increase in Pagerank Number of people in a specific location / demographic who follow us on twitter Number of new things we discovered about customers that we never knew before
  • 15. Define your success metric Number of people who filled in the “get more info” form Number of new customers / sales Reduction in support costs Number of minutes a day we are nice to customers Number of people who used a specific coupon that is associated with this campaign Your marketing team / social media consultant Number of influential people who tweet something about us can help you define these. Number of influential blogs that linked to us Number of features suggested by users that we actually implement Number of repeating, unique visitors Increase in Pagerank Number of people in a specific location / demographic who follow us on twitter Number of new things we discovered about customers that we never knew before
  • 16. • Define relevant success metrics that translate into a business context. • Quantitative - sales (obviously), new leads, new qualified subscribers • Qualitative - satisfaction, loyalty, authority, interaction, feedback • For qualitative goals, use simple rules as metrics. • Set campaign goals based on these metrics. Your return is successfully meeting or exceeding these goals. • Implement campaign, review metrics and goals. Filter out channels and strategies that don’t get good returns. Repeat.
  • 18.
  • 19. A simple campaign to build Loyalty & Trust Be nice to customers who mention your company / product name on Twitter. Success Metrics Goal As implemented by... N amount of positive - Amount of positive comments sent to customers conversations about your per week within a given time company or product per week ceiling - Amount of conversations that started from the comment. Measuring Qualitative Returns
  • 20.
  • 21. A campaign to increase Satisfaction Engage with customers / prospects using social media and ask what they would like from you. Success Metrics Goal As implemented by... N amount of suggestions - Amount of good suggestions that your company hadn’t collected per month and N thought of. amount that you actually implement. - Amount of the above that your company actually implements. Measuring Qualitative Returns
  • 22.
  • 23. A campaign to increase Authority Start a blog on a topic that relates to your company and that you an expert on. Focus on writing authoritative content first, promoting your company second. Success Metrics Goal As implemented by... N Pagerank by a certain date. - Amount of influential blogs linking to you. Nth position in Pagerank - Pagerank relative to that of relative to competitors by a competitors. certain date. - Amount of organic traffic per N% of organic traffic per month. month. - Amount of traffic that $N per month attributable to converts to sales. referrals from blog. Measuring Qualitative Returns
  • 25.
  • 26. A campaign to increase Offline Sales Implement a promotion on a social media platform. Give participants a printable campaign voucher so you can track where offline sales originated. Success Metrics Goal As implemented by... $N monthly sales - monthly sales - monthly store traffic N% increase in store traffic over the pre-promotion period. Measuring Quantitative Returns
  • 27.
  • 28. A campaign to increase Online Sales Use Twitter to inform prospects about special promotions, capitalising on Twitter’s real-time nature for exclusive, limited-customer / limited-period offers. Success Metrics Goal As implemented by... $N monthly sales - monthly sales attributable directly to Twitter $N monthly sales directly - new customers attributable attributable to Twitter directly to Twitter - monthly revenue generated from customers originally from Twitter (i.e. did the customer go back later of their own accord and buy more) Measuring Quantitative Returns
  • 29. Remember that driving targeted traffic from social media sources is only half the challenge if you’re trying to sell something. Flawlessly-executed social media campaign Is a door to... Your website
  • 30. Learn about: A/B and Multivariate Testing Designing to sell Get into the habit of: Testing, testing, testing Hire a: Copywriter Web designer who likes selling Person who can manage all of the above
  • 31. Dave McClure has a good presentation online about metrics and measurement: http://www.slideshare.net/Startonomics/startup-metrics-for-pirates-presentation AARRR (this makes sense if you watch his presentation)
  • 32. You can also ask me about this or any of the other stuff I’ve talked about. Happy to chat. View / Download this presentation: http://www.slideshare.net/yongfook
  • 33. CEO of http://www.yongfook.com Digital Business Incubation http://www.egg-co.com http://www.opensourcefood.com http://www.sweetcron.com http://www.rippl3.com Coming soon - an easy-to-use tool related to the stuff I talked about today... http://www.rippl3.com
  • 34. Thank You! If you need to get in touch, for the rest of my trip I can be found sitting in front of a bowl of this: