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The Digital Champion: How to Prove Social ROI
The document discusses the importance of measuring social ROI in organizations, emphasizing the need to align social media efforts with overarching business goals. It outlines three key steps to effectively measure social ROI: setting the right goals, validating and calculating results, and adjusting campaigns as needed. Additionally, it highlights the necessity for continuous monitoring and adaptation to maximize the impact of social media activities.
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Similar to The Digital Champion: How to Prove Social ROI
The Digital Champion: How to Prove Social ROI
- 1. The Digital Champion: Howto Prove Social ROI Brandwatch NYK - May 8, 2017 Join the conversation using #hootNYK
- 2. @hootsuite Don Halliwell SME, Enterprise ClientStrategy @DonnyHalliwell Join the conversation using #hootNYK
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- 6. BAE:Before Anything Else Understandwhat you’re trying to achieve and align efforts. Join the conversation using #hootNYK
- 7. Social ROI = Jointhe conversation using #hootNYK
- 8. • Random • Rapid •Rogue 1st Wave of Social
- 9. 2nd Wave ofSocial • Coordinated • Community • Content
- 10. • Meaningful • Outcomevs Output • Deliberate 3rd Wave of Social
- 11. The reality isthat in most companies, employees struggle to articulate the wider organizational goals. Join the conversation using #hootNYK
- 12. This immediately causesa struggle to align social media activities to achieve organizational targets. Join the conversation using #hootNYK
- 13. Social ROI: WhyMeasure? You either help... Make Money Save Money Mitigate Risk and/ or and/ or Join the conversation using #hootNYK
- 14. 3 Key Stepsto Measure Your Social ROI 1. Set the right goals 2. Validate and calculate 3. Check in and adjust on the go
- 15. 1. Set theright goals Join the conversation using #hootNYK
- 16. “Our goal isto make our social media accounts feel more global.”
- 17. “We want tocreate memorable moments that attract, engage and retain a community of brand loyalists.”
- 18. “Our overall goalis to increase revenue, which includes monetizing our social media channels.”
- 19. “We have no formalgoals for social media support.”
- 20. What goals matter,and to who? Manager: Consolidated reporting and tracking, secure pre-approved content workflow Dir. Marketing: Increase traffic by 70% and improve social sentiment by 5% and drive 20% more leads, brand consistency and protection VP, Marketing: Increase web/social reach by 50% to increase leads by 20% to impact pipeline by 10% CMO: Build & protect brand, drive total leads to support revenue goal CEO: 20% revenue growth Practitioner: Reporting and insights tools, campaign management tool, workflow + permissions ability for content creation and distribution Tactical Strategic
- 21. It all startswith goals. What are yours?
- 22. 2. Validate andcalculate Join the conversation using #hootNYK
- 23. Validate & Calculateyour ROI ✓ Identify & implement the right tools to help you measure and demonstrate your social ROI ✓ Check your social metrics regularly—often daily—to stay on top of your data and report on the impact of your campaigns
- 24. Join the conversationusing #hootNYK Retail customer example ROI Baseline = 3x return on paid social
- 25. 3. Adjust onthe go Join the conversation using #hootNYK
- 26. Check in, adjustas needed Social media lifecycles are short—identify & adjust underperforming campaigns quickly & efficiently Proving social ROI is not a one-time event—it is ever- changing and evolving Go back to the drawing board if necessary—these cycles will help inform the success of future campaigns Join the conversation using #hootNYK
- 27. What it might looklike IRL... In Real Life
- 28. Simplify the problem $$= Conversion Rate X Traffic Join the conversation using #hootNYK
- 29. Create focused projects Increase Conversion A B C Increase Traffic X Y Z Jointhe conversation using #hootNYK
- 30. Create focused projects Increase Conversion A B C Increase Traffic X Y Z ✓Better CTAs in content ✓ Simpler web experience ✓ Leverage assets and messaging that convert ✓ Increase frequency of posts ✓ Improve engagement practices ✓ Design a community campaign Join the conversation using #hootNYK
- 31. Your Social ROI Mission ✓Set the right goals ✓ Validate and calculate ✓ Check in and adjust on the go
- 32. Thank You! SME, EnterpriseClient Strategy @DonnyHalliwell Don Halliwell Join the conversation using #HootNYK