Marketing spend these days is all about justification. I'm glad that the use of social media is quickly moving from "shiny object" darling to why should my business use it? The latter is a much better question. One that will get us somewhere, not necessarily faster but more real. The ROI question pops up everywhere these days. I do wonder how do you measure your other business activities? For now, I suggest that performance can and should be measured as part of a process along a continuum designed to expand reach, increase engagement, build influence, and request action on behalf of your business - with social media integrated in the communications mix.

1. Measuring the Performance of your
Social Media Communications
© Valeria
Maltoni, Conversation Agent,
www.conversationagent.com @ConversationAge
http://www.flickr.com/photos/pdxdj/76103587/

2. Integrate social media communications to
expand reach, increase engagement,
build influence, and request action −
customers, prospects, employees, partners,
analysts, reporters, the public.
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/bossone/3847857289/

3. Each group will have a place where they
hang out.You must find them (ask!).
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/jtcatbagan/2053730757/

4. Example:
Dell Outlet on Twitter − objective
“to increase reach for offer
messaging to help rapidly move
bubbles of inventory.”
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5. Evolution − Dell discovered that
while their goal was promotion,
customers started engaging with
them.
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/vodcars/1981244224/

6. Return on Dell’s investment (ROI) −
Dell reached $3MM in sales
directly through Twitter since 2007.
http://www.flickr.com/photos/masterjackroger/2787980120/
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

7. What did Dell measure?
- SALES by tracking hits to specific URLs +
toll-free numbers
- number of problems resolved
- interactivity through @replies and retweets
- reputation and brand perception over time
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/mauriziomontanaro/3950393487/

8. Brand communication: think and
measure (before and after) − awareness,
relevance, preference, loyalty, affinity
Crisis communications: think and
measure (before and after) − reputation as
associated with key attributes for starters
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/hi-phi/7606571/

9. - Start with your objectives.
- Know your baseline (measure).
- Find people you want to reach.
- Stay flexible as to evolution.
- Develop from what works.
- Measure against objectives.
http://www.flickr.com/photos/bluetigger/1050747206/
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

10. Ask yourself:
What happened as a result of communications?
How do you influence positive conversation
and action?
Who and where is engaging with your content?
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/9737802@N02/2052910901/

11. Integrate measurement:
Web analytics − relevant content, calls to action (participation chain)
Content and behavior analysis − mentions, sentiment, interaction
Primary research − purchases, recommendations, event attendance
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/pjvenda/3605346531/

12. Look under the hood −
have you expanded reach, increased
engagement, built influence, and
improved action?
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/misw/2914795005/

13. To know where you are − observe and
measure comment sentiment, subscriptions and
links, likelihood to recommend to a friend, and
product purchase.
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/frontis/2432431836/

14. Value/time − this is the equation
that will allow you to get to financial
impact, or return on investment (ROI).
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/tonysphotos/241694329/

15. Velocity is acquired by participation
− as you acquire momentum in
communications via social media, you
will be able to observe message recall
and retention, then peer to peer
recommendations.
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/a-m-photo/2411951424/

16. As value creation is a process, so is measurement.
It’s a combination of metrics − measure the right
things. Go for performance over vanity −is the
variable moving you forward in the exposure,
engagement, influence, and action continuum?
http://www.flickr.com/photos/angel_alvarez/3248575385
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

17. How do you link activities designed to nurture value provided to customers via social
media communications to business outcomes?
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/urbanmixer/3302374293/

18. Text
Think correlation, integrate Web analytics with
research and monitoring/listening, track as you would
any marketing and communications program across
media, where your customers, prospects, partners,
influencers are − establish a baseline, measure against it.
© Valeria
Maltoni, Conversation Agent,
www.conversationagent.com @ConversationAge
http://www.flickr.com/photos/brtsergio/94558006/