Presentation by Social Snap CEO Nan Dawkins at SMX-2012 in Las Vegas, NV, showing ways that advanced analytic tools such as Social Snap can build a strong quantitative case for proving ROI from your social media campaigns.

1. Social Media Measurement:
From Reach to ROI
Proving Business Value: Let’s 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. Not uncommon for posts to be shared
by fans hundreds of times

7. Then…it all fell apart.
No more Facebook page.

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

9. Promising, Yes!
A business case? No.

10. Connecting the data dots:
Using archived data stored in Social Snap, we analyzed active
Facebook connections against the customer database

11. ….And found the business case
Customers who were connected
to the brand on Facebook spent
significantly more overall and on
average, and purchased more
frequently.

12. Chicken or egg? Who cares!
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!

13. Why
we struggle
to show business value

14. Lack of data is not the problem

15. Problem #1: Senior Execs Need
Different Metrics
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16. Marketers watch the metrics at the
top of the funnel

17. Senior Execs don’t know what those
metrics mean (and don’t care)

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

19. …Even when social media generates last click
transactions, the numbers are often low
compared to other sources
Social Snap report showing traffic and revenues generated
by a social media campaign over a 6 month period

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

21. Problem #2: Data lives in silos
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22. Different tools generate different kinds of
metrics…ROI does not live in a silo
Twitter
Tools
FB
Insights
SMMS
Tools Buzz
Monitoring
Tools
Campaign
Apps
Shiny GA
new
tool Shiny
new
tool CRM
Buzz
Monitoring
Tools

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

24. The connection with biggest impact:
Web Analytics and the CRM System
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25. 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?

26. Can’t connect all the way to purchase?
Focus on leads and prospects
Example: What is an opt-in email address worth?
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27. 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?

28. A cheap & easy way to find out where social fits with
other channels:
Use UTM Parameters in links
We use links in email. We use links in PPC.
We use links in social media.

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

30. 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)
For more on this; get Nichole
Kelly’s excellent new book!

31. 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

32. Free Resources
• Social Snap URL Management Tool
– http://www.socialsnap.com/url-tracker/
• White Paper: Meaningful Social Media
Measurement
– http://www.socialsnap.com/wp-request.php?wpid=wp1
• Facebook Metrics Cheat Sheet
– http://www.socialsnap.com/wp-request.php?wpid=wp2
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