The document discusses key performance indicators (KPIs) for measuring social media marketing efforts. It suggests defining KPIs tied to business objectives like awareness, engagement, action, and advocacy. Specific proposed KPIs include metrics like volume of mentions, impressions, subscriptions, interactions, content acquisition, response rates, conversion rates, sharing, and sentiment. The document emphasizes that ROI is more than a single number and that the value of social media followers depends on how those followers are engaged. It also stresses the importance of tracking mechanisms to feed and augment the defined KPIs.

1. PREPARED FOR
May 18, 2011
© copyright 2011 [wire] stone, llc. All Rights Reserved.

2. Social Marketing Strategist
@lukasquanstrom

3. WHO ARE YOU?
+ Agency?
+ Client?
+ Currently using a social medium for business?
+ DO measurement?
+ Need someone to tell me what the heck to measure and
why it matters and then please freaking do it for me at a
reasonable fee and please help me show off all the value
I’ve created to my key stakeholders.
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5. *eConsultancy 2011
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6. *eConsultancy 2011
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10. PSST..
+ It’s not just about sales
+ There’s not just one data point.
+ ROI is bigger than a single number
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11. PSST..
+ It’s not just about sales
+ There’s not just one data point.
+ ROI is bigger than a single number
Dec-20-11 11

12. In finance, rate of return (ROR), also known as return
on investment (ROI), rate of profit or sometimes just
return, is the ratio of money gained or lost (whether
realized or unrealized) on an investment relative to the
amount of money invested. The amount of money gained
or lost may be referred to as interest, profit/loss, gain/
loss, or net income/loss. The money invested may be
referred to as the asset, capital, principal, or the
cost basis of the investment. ROI is usually expressed as
a percentage.
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13. LET’S DEFINE IT
LET’S DEFINE VALUE
+ Value of a “fan”
– Who is it?
– What do they do?
– How much of it?
– Why?
+ Assigning value to a “fan” is problematic
+ It’s what you do with that fan that matters
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15. Business Objectives
What are you trying to accomplish?
Strategy & Tactics
How will you achieve the objective?
Key Performance Indicators
What measures of success are tied to the tactics?
Tracking Requirements
What tracking mechanisms are required to feed and augment the KPIs?
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16. Business Objective KPIs
Volume of mentions – Total number of branded
conversations
Impressions – Total number of people that view a specific
piece of content
Subscriptions – Total number of subscriptions to the blog
Awareness Referring sites – Total number of referring sites
Share of voice vs. competitors – Percentage of branded
conversations relative to competitors
Number of fans/followers – Total number of community
members
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17. Business Objective KPIs
Interactions – Includes total number of comments, likes,
wall posts, and photo views
Weekly Active Users – 7 day average of the number of
unique people interacting with the property
Engagement Content Acquisition – The number of times content is
downloaded/consumed
Average Time On-Site – The average length spent on site
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18. Business Objective KPIs
Response Rates– Total number of redeemed offers
Increase in Average Spend – Share of wallet relative to
non-fan
Loyalty – Total number of increased return rate
Action
Conversion– Sales by channel
Other costs eliminated– Savings from call center volume,
conference fees,
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19. Business Objective KPIs
Number of advocates– Total number of content
generators
Sharing – Total number of people that share a specific
piece of content
Social Promoter Score – Percentage likely to recommend
Advocacy to a friend
Sentiment– Ratio of positive, neutral and negative
comments as a determination of SPS
Earned Media – Advertising equivalent of social media
mentions as an equivalent of paid media impressions
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