In her Brands-Only Summit Pre-Conference presentation, Social Media Explorer's Nichole Kelly discusses why it's actually very easy to measure social media ROI. She shares a shortcut that will change everything and an actionable framework to get to bottom-line results quickly.

1. What you're missing in social
media measurement
NICHOLE KELLY
SOCIAL MEDIA EXPLORER
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

2. What You’re Missing in Social Media
Measurement
Nichole Kelly, CEO, SME Digital

3. What’s holding us back from
measuring social media ROI?
Twitter: @Nichole_Kelly

4. We’ve zoomed in too far
Twitter: @Nichole_Kelly

5. We’re measuring a single channel world
Twitter: @Nichole_Kelly

6. Can we fix it?
Yes. There are short cuts.

7. There is one key to measuring
social media ROI
Twitter: @Nichole_Kelly

8. Isolating social users in the database
USERS
Twitter: @Nichole_Kelly

9. Conduct a data flow audit
Twitter: @Nichole_Kelly

10. Link tagging is the number 1 short cut
Source
=
SLC
+
channel
promoted
in
Medium
=
Content
type
Campaign
=
Content
8tle
Twitter: @Nichole_Kelly

11. Additional data to consider for tagging
• Social Account Name
• Line of business
• Product
• Organic or Paid
• Size and ad type if paid
• Department
• Unique ID for status update
Twitter: @Nichole_Kelly

12. Gap analysis
• Will the current process work for real-time link
creation?
• Is there a need for operationalizing link tagging?
• How much content curation do you do?
– Only works for links sent to company website with
primary web analytics code
• How many microsites and other company
websites don’t have primary web analytics code?
Twitter: @Nichole_Kelly

13. What impact will it have?
It changes everything

14. Q2 Report – June 2014
Measuring the Social Media
Customer Journey 51%
cheaper average cost
per acquisition
Organic search top converting source
.
.
.
.
.
.
Consideration Engagement
Acquisition
Customer Retention
cheaper average 7.1%
39% cost per website visit
29%
79% 92
increase in average
cost per
engagement
higher average
product adoption
for social link clickers
% of positive reviews
8 % of negative reviews
$.15 average CPM
Q2 $.75 ACPE
Higher CPE a result of increase in ad
Budget for 2nd QTR Brand campaign
$11.75 In Q2
Increase in paid ad spend increased
CPM, but CPSV declined
than non-social link clickers
Awareness
✔
5.1 in Q2. Up from 4.9 in Q1.
*An engaged social media user is
someone who clicks on a link shared
on a social channel
Advocacy
Loyalty
41% higher average
3-year customer
value
$1580 in Q2
High negative reviews in York, PA –
Escalated to reg. manager
cheaper average cost
per thousand
impressions (CPM) than
paid search only
than non-social link clickers

15. Control Group Analysis – 1st party link clickers
Social’s Influence on Consideration
Visit
171%
more
o?en
than
the
average
site
visitor
with
259%
more
page
views
They
spend
323%
more
8me
on
site
and
bounce
72%
less
o?en
They
are
far
more
likely
to
visit
the
site
mul8ple
8mes.
On
average
they
have
a
950%
li?
in
mul8ple
visits
over
the
average
site
visitor.
They
consume
our
content
and
do
it
o?en
with
a
2672%
increase
in
51
to
200+
visits
Twitter: @Nichole_Kelly

16. Control Group Analysis – 3rd party link clickers
Social’s Influence on Consideration
They
visit
our
site
a?er
consuming
curated
content.
Visit
188%
more
o?en
than
the
average
site
visitor
with
302%
more
page
views.
They
spend
474%
more
8me
on
site
and
bounce
71%
less
o?en
They
are
far
more
likely
to
visit
the
site
mul8ple
8mes.
On
average
they
have
a
1351%
li?
in
mul8ple
visits
over
the
average
site
visitor.
They
consume
our
content
with
wild
voracity
with
a
4915%
increase
in
51
to
200+
visits
Twitter: @Nichole_Kelly

17. Control Group Analysis –
Social’s Influence on Consideration
Twitter: @Nichole_Kelly

18. Control Group Analysis –
Influence on Consideration
Twitter: @Nichole_Kelly

19. Questions?
Not everything that can be
counted counts, and not
everything that counts can be
counted.
-Albert Einstein
Email: nkelly@socialmediaexplorer.com
Book: How to Measure Social Media

20. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014