27. Do
you
measure
the
ROI
of...
docents
greeting
staying open for 1 your post show
additional hour! visitors! discussions!
co-productions newspaper
(including staff advertising! posters displayed
time)! in different
in-kind
neighborhoods!
sponsorships!
number of staff
at your box press release!
office! concessions or
merchandise by
email (by word
item! count)!
subscription
annual gala campaigns (by a customer’s
lifetime value! benefits offered
(including staff hour)!
to your staff!
time)!
28. • Increase
demand
(people
or
frequency)
• Increase
loyalty
• Increase
willingness
to
pay
• Move
along
purchasing
funnel
• Decrease
acquisi0on
or
maintenance
costs
What’s
your
sales
goal?
29. Customer
Life9me
Value
Customer 1 Customer 2
Spends $200 per year Spends $100 per year
Acquisition cost: $50 Acquisition cost: $25
Maintenance costs: $15/yr Maintenance costs: $50/yr
Loyalty: 5 years Loyalty: 3 years
CLV: $890 CLV: $175
Social Media Fan
30. Why
is
social
media
valuable?
If
your
social
media
fans
will
•Recommend
you
to
their
friends
•Like
your
brand
more
•Be
more
influenced
by
(cheap!)
social
media
than
tradi=onal
media
•Spend
more
•Stay
with
you
longer
PS:
these
are
all
goals
you
can
measure
31. what
you
measure
ma/ers
But
there’s
no
secret
formula
h/p://bit.ly/100ways
think
about
micro
conversions
li/le
steps
along
a
path
to
a
big
goal
32. Measurement
Strategy
1.Address
a
real
problem
2.Have
a
meaningful
goal
3.Test
several
op=ons
4.Track
what
you
do,
and
what
the
results
are
5.Simplify
your
metrics
to
a
single
dashboard
32
52. Spend
your
0me
wisely
Let’s
assume
you
have
a
Facebook
Page
updated
daily
&
YouTube
channel
updated
monthly
Learn
Post
&
Listen Measure about
Create Report Total
Respond
social
20
min.
10
min.
post
FB
scan
Google
update,
Daily 30
min.
alerts
&
social
respond
to
menNon public
menNons
30
min.
30
min.
Pick
3
metrics,
Scan
your
Weekly save
them
in
Google
Reader
3.5
hrs.
excel
doc feed
3
hrs.
10
hrs. Summarize
Monthly Edit
YouTube
findings,
27
hrs.
video
&
upload decide
what
to
change,
report