The document discusses measuring social media return on investment (ROI). It outlines some of the challenges in measuring social media, including its real-time, one-to-one, pervasive and changing nature. The presentation recommends measuring awareness through followers and fans, interest through clicks and engagement, and action through social conversions. It provides examples of key performance indicators and metrics for each, including clicks per post, response rates, revenue per conversion and conversion rates. Insights from data on 70k+ posts across 381 organizations are shared, showing that RSS automation can be as effective as manual posting for clicks and traffic, though not necessarily for conversions.
To serve your company well, your marketing must be USEFUL to your target audience. It must be inbound, drawing people to your site and genuinely serving them. Most companies have useful products and even useful companies, but far too few create useful, inbound, marketing.
To serve your company well, your marketing must be USEFUL to your target audience. It must be inbound, drawing people to your site and genuinely serving them. Most companies have useful products and even useful companies, but far too few create useful, inbound, marketing.
Until recently, influence marketing was plagued with achieving the scale and automation necessary to meet marketing objectives. In this INBOUND15 session, Mavrck co-founder and CEO Lyle Stevens Stevens explored new tactics and technologies that have emerged to enable businesses to move the needle in meaningful ways with influence marketing. As part of the discussion, he will outline the step-by-step process, from choosing goals and KPIs and the right social networks to selecting the right influencers and content type, to empower marketers to drive meaningful results.
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. The business value of community management.
2. The functions of a community manager from a business perspective.
3. Tips on identifying, hiring, training and managing community managers.
Presentation delivered at General Mills for MIMA on 16 November 2011
Data driven social and argyle slideshareAdam Covati
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Argyle Social is on a mission to help marketers drive meaningful business outcomes through social media marketing. Learn about our view of the world and some research we've done into effective social media strategies.
Digital influence 501: What are the next trends and hot cases in social mediaMarkus von der Luehe
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Author: Brian Giesen, Strategy Director at Ogilvy
Brian discusses why social media and word of mouth marketing are important to business, what the ingredients of digital influence and the measurement options are.
This speech was given at the Adknowledge social media conference in Sydney.
Social media for retirement homes: Calculating return on investment (ROI) Our Kids Media
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Social media can be one of the most challenging platforms for retirement homes to measure return on investment (ROI). But it's an area you can't afford to ignore. Agnes Stawicki of Comfort Life Guide to Retirement Homes (comfortlife.ca) provides practical advice for developing a goal-based approach to measuring your social media marketing return on investment (ROI).
What you'll learn:
- Measurement tools for tracking your social media efforts
- How to set up goals
- How are Canadian retirement communities and senior care providers using social media (case studies)
- A goal-based approach to measuring ROI
Offered by Comfort Life Marketing Academy (ourkidsmedia.com/marketing/retirement-living/), a division of Comfort Life (comfortlife.ca), Canada's #1 guide and online resource to the best retirement homes and senior care options.
Social Media 101: Why Is It Worth My Time? How Can I Get Started? (Good360)Annie Lynsen
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Webinar presented by Good360 on Oct. 9, 2013. Presenter: Annie Lynsen of Small Act
Reach more people and build passion for your organization through social media.
Social media has the potential to be a powerful marketing and fundraising tool. But for time-strapped nonprofits, how do you use your limited time strategically and get the results you want?
In this webinar, the speaker will discuss why you can't afford to ignore social media, some strategic advice for getting started, and some general how-tos and etiquette tips that are applicable across Facebook, Twitter, and other networks.
Combined presentations from social media marketing for small business webinar (28th April 2011) with Our Social Times, Constant Contact, MarketMeSuite and oneForty.
Presented to the the Ragan Communications' "Best Practices in Public Relations Conference" on Dec 1, 2011 at the Kaiser Permanente Center for Public Health in Washington, DC.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
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Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales đź’˛
3. How you can capture more CRM data to understand your audience better through video testimonials. đź“Š
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
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Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Until recently, influence marketing was plagued with achieving the scale and automation necessary to meet marketing objectives. In this INBOUND15 session, Mavrck co-founder and CEO Lyle Stevens Stevens explored new tactics and technologies that have emerged to enable businesses to move the needle in meaningful ways with influence marketing. As part of the discussion, he will outline the step-by-step process, from choosing goals and KPIs and the right social networks to selecting the right influencers and content type, to empower marketers to drive meaningful results.
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. The business value of community management.
2. The functions of a community manager from a business perspective.
3. Tips on identifying, hiring, training and managing community managers.
Presentation delivered at General Mills for MIMA on 16 November 2011
Data driven social and argyle slideshareAdam Covati
Â
Argyle Social is on a mission to help marketers drive meaningful business outcomes through social media marketing. Learn about our view of the world and some research we've done into effective social media strategies.
Digital influence 501: What are the next trends and hot cases in social mediaMarkus von der Luehe
Â
Author: Brian Giesen, Strategy Director at Ogilvy
Brian discusses why social media and word of mouth marketing are important to business, what the ingredients of digital influence and the measurement options are.
This speech was given at the Adknowledge social media conference in Sydney.
Social media for retirement homes: Calculating return on investment (ROI) Our Kids Media
Â
Social media can be one of the most challenging platforms for retirement homes to measure return on investment (ROI). But it's an area you can't afford to ignore. Agnes Stawicki of Comfort Life Guide to Retirement Homes (comfortlife.ca) provides practical advice for developing a goal-based approach to measuring your social media marketing return on investment (ROI).
What you'll learn:
- Measurement tools for tracking your social media efforts
- How to set up goals
- How are Canadian retirement communities and senior care providers using social media (case studies)
- A goal-based approach to measuring ROI
Offered by Comfort Life Marketing Academy (ourkidsmedia.com/marketing/retirement-living/), a division of Comfort Life (comfortlife.ca), Canada's #1 guide and online resource to the best retirement homes and senior care options.
Social Media 101: Why Is It Worth My Time? How Can I Get Started? (Good360)Annie Lynsen
Â
Webinar presented by Good360 on Oct. 9, 2013. Presenter: Annie Lynsen of Small Act
Reach more people and build passion for your organization through social media.
Social media has the potential to be a powerful marketing and fundraising tool. But for time-strapped nonprofits, how do you use your limited time strategically and get the results you want?
In this webinar, the speaker will discuss why you can't afford to ignore social media, some strategic advice for getting started, and some general how-tos and etiquette tips that are applicable across Facebook, Twitter, and other networks.
Combined presentations from social media marketing for small business webinar (28th April 2011) with Our Social Times, Constant Contact, MarketMeSuite and oneForty.
Presented to the the Ragan Communications' "Best Practices in Public Relations Conference" on Dec 1, 2011 at the Kaiser Permanente Center for Public Health in Washington, DC.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Â
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales đź’˛
3. How you can capture more CRM data to understand your audience better through video testimonials. đź“Š
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Â
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
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Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
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3. Agenda
• Why am I here?
• Why is social media marketing problematic?
• How do you measure social ROI?
– Awareness
– Interest
– Action
#ISum11
5. Life, Pre-Argyle
The biggest challenge was
connecting the inputs to outcomes.
Inputs Outcomes
(books, libraries, students (increased learning, proficiency,
served) fluency)
#ISum11
6. Oh So Meta…
Social Media
Marketing for a Social
Media Marketing
Management
company
#ISum11
7. Why is social problematic?
• Real-time
• One-to-one
• Pervasive
• Changing
• Complicated
#ISum11
8. Why is social problematic?
• Real-time
• One-to-one
The biggest challenge facing social
• Pervasive marketers is connecting the
media
• Changing inputs to outcomes.
• Complicated
#ISum11
9. Social media should be data-driven
• Social Media Marketing = Marketing
• Marketing = Driven By Outcomes
• If A=B & B=C, then A=C.
#ISum11
10. Social is difficult to measure
Two Types of Marketing Channels
Intent Generating channels:
Build awareness, interest, desire
Intent Harvesting channels:
Call to action (purchase, form, etc.)
Two Types of Conversion Tracking
Multi-touch tracking attributes
revenue to all of the channels on their
path through the funnel.
Last-touch tracking attributes all of the
revenue to the last channel prior to
sale.
#ISum11
11. Social is difficult to measure
Your goal as a social media
marketer is to move people down
the funnel.
#ISum11
12. You (Probably) Under-Report Social
Day 30:
Day 0: Person makes buying
Person follows your company on decision, Googles your
Twitter. company, clicks an ad, converts.
Day 0-30:
Person
clicks, socializes, RTs, posts, etc.
#ISum11
13. You (Probably) Under-Report Social
Day 30:
Person makes buying
Day 0: decision, Googles your
Person follows your company company, clicks an ad,
on Twitter. converts.
Social is rarely the last touch.
Day 0-30:
Person
clicks, socializes, RTs, posts, e
tc.
#ISum11
14. For example…
Google Analytics shows 178 social
media ―assisted conversions‖ for
a time period…
…but we tracked over 1,100 socially
Influenced conversions for the same
chunk of time.
#ISum11
15. For example…
Google Analytics shows 178 social
media “assisted conversions” for
this time period…
Scenario 1: Social media gets scrutinized.
Scenario 2: Social media is the hero.
…but we tracked over 1,300 socially
Influenced conversions for the same
chunk of time.
#ISum11
16. Social Proof?
20% of total Exclusive 225% follower
sales to the online listings growth over 6
social channel drive offline months
sales
#ISum11
17. Now what?
HOW DO I MEASURE MY
SOCIAL ROI?
#ISum11
18. Measure what matters
Every single step is measurable:
Awareness: followers and fans
Interest: clicks and engagement
Action: social conversions
#ISum11
19. Measuring Awareness: Fans
How many do you have?
– B2B
Compare total fan count
to lead count.
Aim for 1:1 ratio.
– Consumer Products
Compare fan count to
customer count.
Aim for 1:1 ratio.
– Newspapers & Blogs
Compare fan count to Flickr user Fe em Brasil
website uniques.
Aim for 15%.
#ISum11
20. Measuring Awareness: Fans
How many do you have?
– B2B
Compare total fan count
to lead count.
Aim for 1:1 ratio. and
Fans followers are crucial
– denominators for other data points.
Consumer Products
Compare fan count to
customer count.
Aim for 1:1 ratio.
– Newspapers & Blogs
Compare fan count to Flickr user Fe em Brasil
website uniques.
Aim for 15%.
#ISum11
22. Measuring Awareness: Fans
Who are they? Where are they coming from?
Demographics—target and actual ―Like Sources‖ and ―External referrers‖
#ISum11
23. Measuring Awareness: Fans
Who are they? Where are they coming from?
Demographics—target and actual ―Like Sources‖ and ―External referrers‖
When it comes to your social
audience, quality is just as important as
quantity.
#ISum11
24. Measuring Interest: Clicks
KPIs
• Clicks (duh)
• Clicks per post
• Clicks per follower
• Response rate
Key Questions
• What content drives interest?
• What are you posting?
• How are you posting it?
#ISum11
25. Measuring Interest: Clicks
Metrics in Action
Clicks Posts Clicks per
Post
Increase in clicks is driven by
increase posting frequency
Which is
better?
Increase in clicks is driven by more
engaging content
Decrease in clicks is driven by less
Which is engaging content
worse?
Decrease in posts is driven by fewer
posts—easy to fix!
#ISum11
26. Measuring Action: Conversions
KPIs
• Revenue
• Conversion count
• Revenue per conversion
• Conversion rate
Key Questions
• What is your call to action
strategy?
• What offers work best?
• Are you using landing pages?
#ISum11
27. Measuring Action: Conversions
Metrics in Action
Revenue Conversions RPC
Increase in revenue is driven by
higher conversion volume
Which is
better?
Increase in revenue is driven by
higher revenue per conversion
Decrease in revenue is driven by
lower revenue per conversion
Which is
worse?
Decrease in revenue is driven lower
conversion volume
#ISum11
28. Some Insights we’ve gained
• Aggregated and anonymous
• December 2010 through May 2011
• 70k+ posts
• 381 organizations; all industries, all sizes
#ISum11
29. Definitions
• Post: a single piece of content published via Argyle
Social.
• Click: a redirection from an Argyle short URL, published
via Argyle Social.
• Conversion: direct or indirect completion of an Argyle
Goal as a result of a click on a post published via Argyle
Social.
#ISum11
30. Insight #1
RSS Automation Works
Clicks by Posting Method Revenue by Posting Method
30 $300
25 $250
20 RSS automation is just as $200
Revenue
Clicks
15
effective as posting manually. $150
10 $100
5 $50
0 $0
RSS Manual RSS Manual
Posting Method Posting Method
#ISum11
34. Iterate, iterate, iterate
Define
goals/objectives/indicators
Track through to outcome Revisit the framework
Test Learn
Work towards a small
Test, learn, adjust, repeat
toolbox
Adjust
#ISum11
35. Did we cover it?
• Why am I here?
• Why is social media marketing
problematic?
• How can you measure social ROI?
– Awareness
– Interest
– Action
#ISum11
36. Five things you can do now
1. Aggregate your publishing efforts.
2. Make it a habit to share smart links.
3. Activate Multi-Channel Funnels in GA.
4. Develop a content matrix.
5. Conduct a social media review.
#ISum11
37. Plot your course
Social Review Whitepaper
http://ar.gy/review
• Do you have the fans you want?
• What content resonates with your
audience?
• How do you drive more value through
social?
#ISum11
38. Thank you very much.
Slides at http://ar.gy/isummit11
Jill Carlson
@carlsonjill
http://argylesocial.com
#ISum11
Editor's Notes
Hey! I’m Jill Carlson, Marketing Manager at Argyle Social. We develop social media marketing software for data-driven marketers – and I’m here to tell you a little bit about how and why we measure social media ROI.
Many of you are staring at laptops, presumably tracking the conference on Twitter. So if you’d like to tweet, find us at @argylesocial and me at @carlsonjill
My life prior to Argyle was spent in the classroom and at an international education non-profit. And particularly at the non-profit, we loved counting things. The number of books, students served, libraries built, and on and on. But the most challenging part was taking those numbers and connecting them with some sort of tangible outcome – increased leaning, proficiency, fluency -
My life prior to Argyle was spent in the classroom and at an international education non-profit. And particularly at the non-profit, we loved counting things. The number of books, students served, libraries built, and on and on. But the most challenging part was taking those numbers and connecting them with some sort of tangible outcome – increased leaning, proficiency, fluency -
And that brings me to today. I told you that little backgorund about myself because as a marketing manager for a social media marketing management company, I’ve found similar challenges. But why is social media marketing so problematic?
The reality is that social media has some serious issues – why?It happens incredibly quickly…it involves an endless tornado of content.(Insert your own problems here. I’ll wait.)The biggest problems in the outcome-driven model are that social happens at the top of the funnel.
And not unlike the nonprofit I first told you about, in social media marketing the biggest challenge is connecting inputs to outcomes. But why?
First – some algebra. And this is a pretty fundamental assumption.While social media is exciting, new, and bursting with unicorns, it is still marketing. Highly specialized marketing.Marketing is all about driving outcomes for your business. That’s it. Leading indicators are nice – but conversions, leads, free trials, sign-ups etc are all that matter.So by the transitive property you learned in 8th grade, social media marketing SHOULD be all about business outcomes. At least clinically speaking.
But social is really difficult to measure.
It’s clear that social media works – now the question becomesHow do I improve – Measure what you care aboutImprove individual measurementsUsing data to improve your smmarketing
*increase font sizeRaw numbers and trends are easy but not very instructive. Compare with something real to make judgments:audience size is the obvious place to start, but follower counts are often a polarizing metric.commentary re: follower counts, importance of quality, ratios as a smart way to normalize and benchmark follower data.
*increase font sizeRaw numbers and trends are easy but not very instructive. Compare with something real to make judgments:audience size is the obvious place to start, but follower counts are often a polarizing metric.commentary re: follower counts, importance of quality, ratios as a smart way to normalize and benchmark follower data.
Let’s say you ran a contest last month. In this contest, you promised one lucky winner a free iPad. All that entrants had to do was like you on Facebook and post your contest to their wall. The contest was a huge success — in one week you doubled your fan count. Huzzah!In the following weeks, you’ve posted several links and a couple of offers. You were hoping to see a doubling of clicks on your links and conversions on your offers, but that didn’t happen. What’s going on?This is a straightforward example showing that raw fan / follower count isn’t very mean- ingful by itself — you also need to evaluate who your fans and followers are.
Would you market to other channels without knowing your target and actual audience? We didn’t think so.
Would you market to other channels without knowing your target and actual audience? We didn’t think so.
quickly explains the data source for the next few slides.
explain context of the data.suggest the action: use a service to automate posts via RSS. (Note: most RSS posts publish immediately, are not scheduled. Might need to delineate in the next slide.) if possible, schedule homegrown content to post multiple times. consider publishing content from other RSS feeds, can filter by tag or category.
explain the graph.explain the takeaways:Timeliness premium when it comes to transactions. The further into the future Argyle users scheduled posts, the less influence the posts had on revenue.Suggests a few things:- Marketers aren’t scheduling posts with a strong call-to-action- Followers are less responsive to “planned” content.- Time-sensitive call-to-action is compelling