Everyone is talking about social media Return on Investment but measuring social media Return on Engagement (ROE) is what matters. New case studies and analysis show that real online engagement drives results. In this workshop, we’ll define status metrics that lead to ROE and engagement metrics, what kind of social media activities give the highest ROE, why it's so important, and how to use that information to design your programs and social media implementation. We'll also look at three ROE supportive case studies.

1. Where's the Return on Engagement?
Measuring Social Media ROE
Debra Askanase
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3. Today’s Speaker
Debra Askanase
Founder and Engagement Strategist,
Community Organizer 2.0
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4. Where’s the Return on Engagement?
Measuring Social Media ROE
Debra Askanase
Community Organizer 2.0
May 18, 2011

5. Webinar Takeaways
What is Return on
Engagement
Status and
Engagement Metrics
Designing ROE
Case studies
Tools
http://www.flickr.com/photos/52352295@N00/181354778/

6. http://www.flickr.com/photos/lenore-m/312319615/

7. The world of social media tools Communication
Collaboration
Multimedia
Entertainment
Reviews and Opinions

8. Return on Engagement
The metric tied to time and investment spent
participating or interacting with other social
media users, and in turn, what transpired
that's worthy of measurement*
Hat tip to Brian Solis for the inspiration
http://socialmediatoday.com/index.php?q=SMC/176801

9. First define measurable goals
http://www.flickr.com/photos/lululemonathletica/3876552794/

10. Define Activities and outcomes follow
Design social media
Realize
Measurable Measurable Measurable
Goals Activities Outcomes

11. There are two types of measurements
Engagement
and activism
measurements
Status
Measurements
http://www.flickr.com/photos/55714700@N00/5383102286/ (leading to ROE)

12. Status measurements Engagement and
activism
measurements
Numbers that are not in Numbers that are in the
the context of social context of social media
media conversations, nor conversations, and often
reflect the impact of reflect the impact of
social network social network
conversations conversations
Leading to ROE Are used to measure ROE

13. Status measurements: Leading to ROE
These are status
check-ins that are
non-contextual
such as
Number of
followers, friends,
RTs, readers, Likes,
views, connections,
photos shared, etc.
But we need to do it

14. Status measurements alone do not tell
the right story
Goal: sign up to play an online game
Social media activity: Twitter
Status metric: number of Twitter followers
The Case of the 4,000 4,000 Twitter
Twitter Followers Who followers in one
Don’t Care year!
400 spammers
Only 3 followers that cared at all
Couldn’t influence people to click links!
No one playing game came from Twitter

15. Engagement and activism
measurements: foster community
These are contextual
measurements that speak
to how engaged the
community is, how willing it
is to take action, & your
influence on the
community
=>
Converts to intended action
http://www.flickr.com/photos/34086095@N05/4860818097/

16. Engagement you can measure
Participation – comments, interactions, usage of widgets,
@messages, shares, likes, posts, tags
Degree of Authority – authoritative sites linking to your
URLs, talking to about your content, organization,
campaign
Influence – size of user base subscribed to your content,
ability to influence conversation, Klout/Twitalyzer, #RTs
per post, hits to website from social sites
Sentiment – how do people feel about you, % change
Resource: http://www.beingpeterkim.com/2008/09/a-framework-for.html

17. If your social media
strategy isn’t an
engagement strategy,
then you’re
not realizing ROI

19. The social media activity funnel
Move to
Action
Creates
Trust
Social Media
Engage
(and realize
ROE)

20. Case study from 22Squared:
Studied how 100 top brands used social media
http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498

21. The successful brands moved people
beyond short-term impact to include
return on engagement
Objectives included
advocacy, trust, loyalty, influence

22. You can design engagement for
higher ROE

23. ROE of Social Media Actions*
Engage Contribute Participate Create
Create a
Post Become a
Visit video,
reviews fan
Watch custom
Give Friend
Download message,
feedback Follow
Read tweet,
Vote Join
Play product
Contribute Discuss
Donate for the
ideas
company
Lowest to highest Return on Engagement
* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498

24. Creators talked and proactively
shared information about the
brand the most. They also
influenced buying decisions the
most.
Low-level engagement by itself did not produce
significant ROE (this activities lead to ROE)

25. It is possible to measure level of
engagement
Engagement Measurement
Total number who engage in some way with your
organization’s social media spaces or within it/
Total number of people in the same social media
spaces
Example: 1200 people from our Facebook Page and Linkedin Group engage
with those sites monthly/6,700 people who follow us on those spaces
= 18% are actually engaged with your organization online

26. It is possible to measure activism
Activism Measurement
Total number who took action from your social spaces
that you asked them to take /
Total number of people within your social media
spaces
Example: 280 people from our Facebook Page and Linkedin Group completed
a survey on your site/6,700 people who follow us on those spaces
= 4% are willing to take action for your organization

27. One type of ROE measurement chart
Goal Leading to Measure- ROE Engagement
ROE ments Activities Measure-
Activities (mostly ments
(some status)
concurrent
with ROE
activities)
Sign up for • Develop and • No. of fans • Q&A blog • FB
classes online nurture FB • No who post interviews engagement
Page • No. in group with students, • group
• create FB • Post discussion on comments
groups for impressions FB Page • poll
each class • No. who visit • Create your participants
site from own class (FB • No. who tell
social media poll) a friend and
• No. who are • Tell a friend tag on FB
engaged activity
weekly involving What is the
tagging engagement
%?

28. Goal was: sign up for online classes
• How many came from Facebook?
• How many came from the blog?
• How many came from Twitter?
• How many came from a specific bit.ly link
shared on social media?
• What is the activism measurement?
• What is the engagement measurement?

29. Sample social media metrics template
Many thanks to Amy Sample Ward for
creating this fabulous template
Follow her @amyrsward
https://spreadsheets.google.com/ccc?key=0Auim7mCKWRJsdEVHYTRHOV9oUVV0dk5rR1plbWF
yOGc&hl=en&authkey=CIGr7Y4D#gid=2

30. Overall Strategy
Platforms Website
Tactics Campaigns
Tactics
Measure ROE and Leading to ROE

31. ROE: Lily the Black Bear
http://www.facebook.com/lily.the.
black.bear

33. Remembering ROE of social media actions
Engage Contribute Participate Create
Create a
Post Become a
Visit video,
reviews fan
Watch custom
Give Friend
Download message,
feedback Follow
Read tweet,
Vote Join
Play product
Contribute Discuss
Donate for the
ideas
company
Lowest to highest Return on Engagement
* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498

34. Designing Lily’s Engagement on FB
Engage: Watch videos on FB and Live cam on site,
donate, read, visit site
Contribute: give opinions and feedback, vote in contests,
name the bear, etc.
Participate: Facebook Friend, follow tweets, discuss and
comment
Create: Post their own photos, tweet proactively,
comment proactively.

36. ROE: To Mama With Love

37. Designing TMWL Engagement
Engage: donate, visit site and FB, read
Contribute: give opinions and feedback, vote on justcoz
tweets, evaluate campaign
Participate: Facebook Friend, follow tweets, discuss and
comment on each heartspace, within FB group
Create: Create own heartspace, tweet proactively,
comment proactively, create challenges, blog posts

41. Finding what you need to know
online
http://www.flickr.com/photos/23196822@N00/2224184085/

42. Basic (& Free) Monitoring Tools
Indexed by Google, Google Alerts*:
http://www.google.com/alerts
Tagged by Delicious or Flickr, Create Keyword RSS feeds:
http://www.delicious.com, http://www.flickr.com
Chatter in blog comments, Backtype:
http://www.backtype.com/home/alerts
Blog posts/blogs:
http://www.blogpulse.com/

43. Basic (& Free) Monitoring Tools
General search, Social Mention:
http://www.socialmention.com
Message Boards, BoardReader:
http://www.boardreader.com
Facebook and Twitter campaigns, Rowfeeder:
http://www.rowfeeder.com
Twitter mentions, SocialOomph:
www.socialoomph.com

44. http://www.mediabistro.com/alltwitter/what-are-the-best-social-media-monitoring-tools-
infographic_b7831

45. It’s really important to spend the time
creating an engaged community
http://www.flickr.com/photos/73584213@N00/322654818/

46. …so that your ROE will
scale and eventually…
http://www.flickr.com/photos/65823059@N00/2283805003/

47. If you ask, they will act.
And ask others to do so.
Enthusiastically.

48. Questions?
http://www.flickr.com/photos/32595872@N02/4195880838/

49. Thank You!
debra@communityorganizer20.com
Twitter: @askdebra
skype: daskanase
Slideshare.net/debask
(617) 682-2977

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