Carmen Collins, Cisco

1. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Measuring Social Media ROI
@cshirkeycollins
#SocialFresh
Carmen Shirkey Collins
Social Media Lead, Cisco’s Talent Brand

2. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
- What’s the best measurement
of social media success?
- What’s the ONE way to measure
success on PLATFORM X
- What are the top 3 measurements
to show your execs?
The Questions We Ask
@cshirkeycollins
#SocialFresh

3. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
You’re asking the wrong questions!
@cshirkeycollins
#SocialFresh

4. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
61% 34% 38%
Measuring
ROI
Tying to
Business Goals
Getting
Budget
You’re Not Alone . . .
Top Social Media Challenges
*AdviceLocal 2017 Internet Trends
@cshirkeycollins
#SocialFresh

5. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
What Can I Measure?
Followers
Clicks
Likes
Viewers
Engagement Rate
ReachImpressions
SharesView RateCompletion
@cshirkeycollins
#SocialFresh

6. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Quantity vs Quality
What Should You Consider?
Who Are You Giving Your
Metrics To?? (You’re telling
a story.)
What are your . . .
@cshirkeycollins
#SocialFresh

7. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Quality vs. Quantity
Followers
Right Geo? Right Followers? Interested in
your content?
Time to create
content?
Getting
engagement?
20K
@cshirkeycollins
#SocialFresh

8. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Who Are You Giving Metrics To?
Team Lead
Individual Contributors
Business Partners
Executives
@cshirkeycollins
#SocialFresh

9. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Consideration
Awareness
Decision
Advocacy
The Sales Funnel Approach
@cshirkeycollins
#SocialFresh
Reach, Followers
Engagement
Clicks, Downloads
Shares, Ambassadors

10. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
@WeAreCisco Instagram Metrics Map
Create
awareness of
Cisco as a
GPTW
Expose general
& target (*paid)
audience to
employee
stories
Posts
- Photos
- Albums
Total:
- Impressions
- Reach
- Follower
- Demographic
Top of mind for
talent, SOV, top
employer brand,
happier
employees
Generate
demand for
Cisco jobs
Generate
engagement
with TB content
Posts
- Photos
- Albums
- Engagement
rate
- Likes / Views
- Comments
Engaging top
talent, employee
retention/
activation
Drive traffic to
Cisco Careers/
*applies
Drive target
audience to
website/
*jobs
Link in profile
*Paid
- Link Clicks
1. Careers
2. Blogs
Cost to hire,
cost to retain
goes down. Top
talent.
Inspire Cisco
employees to
share their
LWYW stories
Activate TB
Ambassadors &
all employees
UGC (EGC)
Requests,
account tagging
Ambassadors
#WeAreCisco
volume
Strong employer
brand, referrals
Social
Objective
Social
Strategy
Social
Activity
Social
KPIs
Business
Impact
Consideration
Awareness
Decision
Advocacy
The Talent Funnel
* No paid Instagram budget at this time
@cshirkeycollins
#SocialFresh

11. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
- None were paid for
The Metrics Story For Your Boss
Awareness
Awareness
Consideration
We just celebrated 20K Instagram followers!
Decision
- Earned through posting great visual
content and using our co-worker
tone.
- Our posts resonate with our
followers because we have 2-3X the
industry engagement.
- Through engagement, we drive
clicks to our Careers site, which
brings great talent for the business,
reduces cost to hire. @cshirkeycollins
#SocialFresh

12. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
The Metrics Story For the C-Suite
Followers
Increase (last
18 months)
Completion Rate
Doubled unique
views in 1 year
2X Industry
Engagement Visits from social
to Jedi Job Post
6.5K Facebook
Live Views
Followers
25K
28K
1200%
65%
20K
Twitter Snapchat Instagra
m
#MayThe4th (All channels)
60 employee
entries on
NASDAQ Tower
#WeAreCisco
Trended
2X
10% higher than ave. 35% growth in 2017!
FB Live
Pilot Program
2X
Employee “Reporters”
All pilot metrics
2-3X more than
industry
@cshirkeycollins
#SocialFresh

13. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Metrics Story For Your Team/Business Partners
Awareness
- X views on August’s 2 Facebook Lives
(1 Contributor, 1 “formal”), (2X
baseline)
- Most-ever Snapchat unique views/day
in July – X number (Hack IT)
Decision
- Facebook highest Careers click driver,
followed by Snapchat
- Snapchat link functionality works! Drove X
clicks in August.
Advocacy
- Snapchat award win: PR News in Best
Snapchat and in Best Social Campaign
from GHC last year.
- Happiness Team award from the
Stevies
Consideration
- Instagram Stories completion rate up by
X% in August. (Engagement)
- Facebook engagement per post above
expectations in August
@cshirkeycollins
#SocialFresh

14. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Metrics Story for Individual Contributors
On Track Bears Watching Needs Action
Consideration
Awareness
Decision
Advocacy
Pilot/Test
Goal August metric Status
Grow Followers to X (Xfollowers/month) Number here (up by ?)
Average Engagement Rate - X% Engagement Rate here
6 posts/month that double Engagement Rate Number here (Rates here)
1 Top Post from each geo/month (AMS, LATAM, EMEAR,
APJC/China)
Top post locales
Drive Traffic to Cisco Careers Website –
4 posts/month #LinkInBio
Total Clicks (vs last month)
Grow Shutterbugs to X. Number here
Have 2-4 posts/month coming from Shutterbugs Result here
@cshirkeycollins
#SocialFresh

15. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Let’s Practice!
New Business: Bacon Kittens Inc. (We sell
bacon and kittens.)

16. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Set Clear Goals
@cshirkeycollins
#SocialFresh

17. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
@BaconKittens Instagram Metrics Map
Social
Objective
Social
Strategy
Social
Activity
Social
KPIs
Business
Impact
Consideration
Awareness
Decision
Advocacy
The Talent Funnel
* No paid Instagram budget at this time
@cshirkeycollins
#SocialFresh