Presentation given at SMX 2012 by Nan Dawkins, CEO of Social Snap/Serengeti Communications. Social Media Measurement: From Reach to ROI. Proving the business value of social media.

1. Social Media Measurement:
From Reach to ROI
Proving Business Value: Lets Get Practical
Nan Dawkins
SMX Social Media Marketing 2012

2. A Story:
How a turned into a
lesson about the business value
of earned social media

3. Brand = FUN

4. A Facebook Natural

5. A highly engaged community

6. Then…it all fell apart.

7. To Start Over or Not?
This is a lot of work!

8. Promising, Yes.
A business case? No.

9. Connecting the data dots:
Facebook Engagement & Customer Records

10. The business case

11. Chicken or egg? Who cares!
Would you walk away from this?
It costs less to
up-sell an
existing
customer than
to acquire a 80% of
These new one revenue
people buy… comes from
repeatedly! 20% of
customers!

12. Why
we struggle
to show business value

13. Lack of data is not the problem

14. Problem #1:
Senior execs need different metrics

15. …Last click transactions won’t make the
business case

16. …Because social shines at
filling up the prospect funnel
New Sales
Repeat Purchases
&
New Sales

17. Problem #2: Data lives in silos
Twitter
Tools
FB
Insights
SMMS
Tools Buzz
Monitoring
Tools
Campaign
Apps
Shiny GA
new
tool Shiny
new
tool CRM
Buzz
Monitoring
Tools

18. How to solve
both problems…
Start connecting dots.

19. The connection with biggest impact
Follows
Tweet to
Blog Post Downloads
8/10 a product
Downloads guide
a white 8/15 Requests
paper a Demo
8/10 9/1
Gets an
email;
clicks on Purchase
a link $$$
8/15 10/2

20. Web Analytics + CRM =
Metrics Senior Execs will love
• Time to close
– Do social leads/prospects close faster than average?
• Average close rate
– Do social leads/prospects close at a higher rate than average?
• Average sale and/or LTV
– Do social leads /prospects spend more than average?

21. Can’t connect all the way to purchase?
Focus on leads and prospects
21

22. Which conversions?
Begin to craft an understanding of what the path
is, which channels touch the customer where
– Where does social
shine?
– Which types of
conversions does it
drive?
– What kinds of
conversions are
other channels
driving?

23. A cheap & easy way to get multi-channel data:
UTM Parameters in links
We use links in email. We use links in PPC.
We use links in social media.

24. …But sloppy use of source/medium/campaign
parameters leads to confusing data

25. Give Senior Execs the Big Picture
• Keep it short and simple: Boil it down!
• Put it in context
• Don’t show conversion values or attribution data
that can’t be validated and defended (they will ask)

26. Don’t forget…
There won’t be any business value if you stop paying
attention to metrics at the top of the funnel
– There won’t be any business
value to report if you stop
paying attention to the metrics
that tell you how the
community is growing, how
engaged it is, what content
resonates, etc.
– Senior Execs need DIFFERENT
metrics, but business value
metrics aren’t the only metrics
that are important