Want to improve the ROI of your social media marketing? Are you measuring the right things? Yes, getting a handle on your social ROI really is possible. You just have to know how to connect the right data points. But that is not always straightforward, and you need the right set of tools to do this across all of your channels. Watch full webinar here: https://www.falcon.io/webinars/social-media-roi/

1. How to Measure & Improve Your
Social Media ROI
#FalconEd

2. Your Presenters.
Dino Kuckovic
Director of Community
Falcon.io
#FalconEd
Sai Sumar
Account & Brand Manager
Label 428
@dinokuckovic @saisumar
Vikash Dass
Content Marketing Manager
Warranty Master
@vikashdass

3. Marketing, ROI & COVID-19
Agency perspective
Brand perspective
ROI tools
Q&A
Today’s Agenda.

4. (Housekeeping)
Rules Help Control the Fun!
- Monica Geller
Audio
Everyone is muted for best audio
quality.
Recording & Slides
Available on-demand and sent to
you in tomorrow’s FUP e-mail.
Questions
Q&A in real time and live at the
end of the webinar.
Chat
Communicate with others for the
duration of the webinar.
Social
Find us on all socials @FalconIO
and use #FalconEd to participate.
Survey
We would love to get your
feedback upon exiting the webinar.

5. Cast your vote on-screen.

6. Marketing, in times of
COVID-19.
Impact and why social is still important.

7. MEASURING & METRICS
Connecting the right data points.

8. Know your objective!

9. If you’re creating a brand
awareness campaign but your
client is asking for conversion
rates, stop right there.
Objectives can be split into two
categories: brand awareness and
revenue-generating.

10. Brand Awareness Goals.
Brand recall
Relationships
Loyalty
Metrics to Measure
Brand Awareness.
Engagement
• Likes are cheap currency
• Focus on comments, shares, saves & UGC
Impressions aka “comfort metric”
Sentiment
• Listen to your audience!
• Comment sections; blog posts
• News notifications, community management,
social listening

11. But what about the R-word?
Revenue generation.

12. Revenue generating goals:
• Educating/enticing prospects
• Collecting leads
• Making sales
Metrics to measure revenue goals:
• Website traffic/movement
- Tag everything!
• Sign-ups/leads
- Goal-specific
- Newsletter sign-ups and/or waiting list
• Conversions
• The moneymaker!
• Are people buying? After how long?
First comes awareness
and then revenue
generation.
People aren’t going to
buy from a brand they
don’t know or trust.

13. Cast your vote on-screen.

14. STRATEGIES TO PROVE
SOCIAL MEDIA ROI
Is it all paying off?

15. Get an accurate
benchmark.
Rather than emphasizing marketing investments
and calculating returns in terms of customer
response, managers should begin by considering
customer motivations to use social media, and
then measure the social media investments
customers make as they engage with brands.
The way you prove social
media ROI, depends on
your objectives:
Brand awareness, engagement are the big ones -
you can prove ROI simply by reaching objectives
(for example, if your objective is to generate 400
new followers in 30 days, then you’ve proven ROI
by reaching that goal or not).

16. A strong foundation
pays off in the long run.
For quantifiable objectives like conversions and
sales pipeline, you can be much more accurate
about actual return on investment depending on
how sophisticated your scoring is and how your
pipeline stages are defined.
Mobilize and connect all
parties for shared benefit.
Using social media as a resource to inform other
frontiers of your digital marketing strategy -
“Spend Culture” example from Procurify, the
current niche and “safespace” approach to the
MSP/IT Service industry.

17. Spend Culture Approach:
Owning a term/topic that advises for the best
practices that come in association with your
product/service.
Brand Perspectives
Warranty Master Approach:
Being representative and inclusive of the true
community, dealing with wary/savvy client-base,
celebrating those who don’t pride themselves on
being celebrated (service industry).

18. Content & Social:
What comes first?

19. Content & Social:
What comes first?
Is social media the endpoint
for your digital content, or is
it the starting place for your
digital content?
Source topics, timing, ideas
from social before
distributing content.
Change HOW you’re
communicating your
message across platforms.

20. ROI OPTIMIZATION TOOLS
You simply cannot do it alone.

21. Profile
metrics
Content
performance
StoriesClicksGeographyPeople
Power your
decisions with
Data.
Free or Cheap Tools
Tableau Public, Social Blade, Hashtagify

23. #FalconEd
May 5 - Benchmarking: Die Konkurrenz schläft nicht - oder doch? (GER)
May 14 - How to Build a Global Community Online

24. @falconIOfalcon.io welcome@falcon.io