Social Media Analytics: Return on Involvement presented on October 16, 2012 at the Swiss Knife of Social Media Conference held in Karachi, Pakistan. It provides 6 ways to measure financial impact of Social media and 4 ways to decide how to mix and match these methods for your business.

1. Social Media Analytics :
Return on Involvement
Adnan Ali
Head of Web Strategy
Vopium A/S

2. SOCIAL MEDIA IS NOT FREE

3. INVESTMENT vs INVOLVEMENT

4. Financial
Investment
Impact
Action
Reaction
Nonfinancial
Impact
Missing Insights on Involvement

5. … to help fund $1 billion in marketing cost cuts by 2016,
the company will be leaning more heavily on lower-cost
digital marketing and easing up somewhat on pricey
broadcast ads.
Marc Pritchard
Global Marketing Officer
Procter & Gamble (P&G)

6. Barriers to Measuring
Revenue Impact of
Social Data

7. Proliferating Social Media

8. Source: Altimeter
Challenges to Insights

9. Social Data is New & Different

10. Source: Altimeter
Primary Business Impact

11. Source: Altimeter
Business Use Cases for Social Media

12. How to Measure Revenue
Impact of Social Media

13. Anecdote
Specific examples where social media
was known to influence a sale or sales

14. Correlation
Comparing two data sets (for e.g. likes
and revenue) to determine whether
there may be a relationship

15. Multivariate Testing
Comparing one group that was
exposed to social media content with
another group that was exposed to
different or no content

16. Links & Tagging
Short links and tags / cookies for
conversion attribution

17. Integrated
Refers to apps or SaaS offerings with
integrated analytics

18. Direct Commerce
Addition of an ecommerce storefront
to a social platform such as Facebook;
frequently known as “fCommerce”

19. • Sales Channel: Indirect or Direct
• Delivery Medium: Online only or Mixed
• Culture: Conservative or Experimental
• Target Market: B2C or B2B

20. • Type: Product or Service
• Sales Cycle: Short or Long
• Consideration: Low or High

21. MEDIA
• Paid (taggable)
• Owned (taggable)
• Earned (not always taggable)
• Shared (not always taggable)

22. CUSTOMER
• Demographics: Where & Who they are
• Socialgraphics: Where & How they interact

23. @adnanbwp
linkedin.com/in/adnanali

24. Understand the overall performance of your page

25. Optimize how you publish to your audience