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The Digital Champion Breakfast: How to Prove Social ROI

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Hootsuite
Hootsuite

Measuring the return on your social media investment is no longer optional. To secure executive buy-in for social marketing strategies—and larger, dedicated budgets—digital and marketing leaders need to confidently demonstrate how social media efforts are contributing to an organization’s broader business goals. You not only need to understand what to measure to show real impact, but also how to grab your CMOs attention by presenting the findings in a way that matters. Hootsuite's global director of enterprise client strategy, Jaime Stein, delivers a presentation on proving social ROI.

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Welcome! Roger Graham Senior Director, Growth & Marketing, APAC Hootsuite @rogergraham Join the conversation using #SocialROI #hootsocialbreakfast
Do not currently measure social ROI Registrant Survey Results 66%
Do not currently measure social ROI Registrant Survey Results 66% Why?
Do not currently measure social ROI Registrant Survey Results 66% Unsure how to measure 42%Why?
Measure engagement metrics Registrant Survey Results 66%
Measure engagement metrics Registrant Survey Results 66% How?
Measure engagement metrics Registrant Survey Results 66% Use Google Analytics to measure 55%How?
Aldrina Thirunagaran Assistant Vice President, Content Marketing, OCBC @aldrinat Today’s Speakers Jaime Stein Global Director, Enterprise Client Strategy Hootsuite @jaimestein Allanjit Singh Head of Social, Havas Worldwide @allanjits Join the conversation using #SocialROI #hootsocialbreakfast
Agenda 8:30am - 9:00am : Breakfast & networking 9:00am - 9:30am : Social ROI presentation – Jaime Stein 9:30am - 10:00am : Panel discussion & questions 10:00am - 10:30am : More coffee, more networking Join the conversation using #SocialROI #hootsocialbreakfast
The Digital Champion: How to Prove Social ROI 21st February, 2017 Join the conversation using #SocialROI #hootsocialbreakfast
@hootsuite Jaime Stein Global Director Enterprise Client Strategy @jaimestein Join the conversation using #SocialROI #hootsocialbreakfast
Rebels and renegades tested new ground by setting up rogue accounts. • Marketing • Public Relations • Community • Customer Service 1st Wave of Social
2nd Wave of Social Coordinated and centralized at scale as it grew beyond the core. • Big Bets • Going Viral • Social Organizations
Coming out of trial & error with savvy organizations on their third shot. New entrants skipping the first two waves. • Social as a Skill (vs. Team) • The Power of Employees • Meaningful Measurement 3rd Wave of Social
Social ROI: Why Measure? You either help... Make Money Save Money Mitigate Risk and/ or and/ or Join the conversation using #SocialROI #hootsocialbreakfast
Social ROI = Join the conversation using #SocialROI #hootsocialbreakfast
The reality is that in most companies, employees struggle to articulate the wider organizational goals. Join the conversation using #SocialROI #hootsocialbreakfast
This immediately causes a struggle to align social media activities to achieve organizational targets. Join the conversation using #SocialROI #hootsocialbreakfast
3 Key Steps to Measure Your Social ROI 1. Set the right goals 2. Validate and calculate 3. Check in and adjust on the go
1. Set the right goals Join the conversation using #SocialROI #hootsocialbreakfast
“Our goal is to make our social media accounts feel more global.”
“We want to create memorable moments that attract, engage and retain a community of brand loyalists.”
“Our overall goal is to increase revenue, which includes monetizing our social media channels.”
“We have no formal goals for social media support.”
What goals matter, and to who? Manager: Consolidated reporting and tracking, secure pre-approved content workflow Dir. Marketing: Increase traffic by 70% and improve social sentiment by 5% and drive 20% more leads, brand consistency and protection VP, Marketing: Increase web/social reach by 50% to increase leads by 20% to impact pipeline by 10% CMO: Build & protect brand, drive total leads to support revenue goal CEO: 20% revenue growth Practitioner: Reporting and insights tools, campaign management tool, workflow + permissions ability for content creation and distribution Tactical Strategic
It all starts with goals. What are yours?
2. Validate and calculate Join the conversation using #SocialROI #hootsocialbreakfast
Validate & Calculate your ROI
Validate & Calculate your ROI ✓ Identify & implement the right tools to help you measure and demonstrate your social ROI
Validate & Calculate your ROI ✓ Identify & implement the right tools to help you measure and demonstrate your social ROI ✓ Check your social metrics regularly—often daily—to stay on top of your data and report on the impact of your campaigns
Join the conversation using #SocialROI #hootsocialbreakfast Retail customer example ROI Baseline = 3x return on paid social
3. Adjust on the go Join the conversation using #SocialROI #hootsocialbreakfast
Check in, adjust as needed Social media lifecycles are short—identify & adjust underperforming campaigns quickly & efficiently Proving social ROI is not a one-time event—it is ever- changing and evolving Go back to the drawing board if necessary—these cycles will help inform the success of future campaigns Join the conversation using #SocialROI #hootsocialbreakfast
Employee Advocacy Example Join the conversation using #SocialROI #hootsocialbreakfast
Join the conversation using #SocialROI #hootsocialbreakfast Employee advocacy enables organizations to leverage their employees to promote the company’s message
Fortune 500 Brand vs. Employee Reach Brand
Fortune 500 Brand vs. Employee Reach Brand 1x Main Social Accounts 1x
Fortune 500 Brand vs. Employee Reach Brand 1x Main Social Accounts 1x 3,738,010 Average likes/company 249,357 Average followers/company X
Total Reach Fortune 500 Brand vs. Employee Reach Brand 1x Main Social Accounts 1x 3,738,010 Average likes/company 249,357 Average followers/company X 3,987,367 Est. reach of Brand
Entire Workforce ~163,500 employees Total Reach Fortune 500 Brand vs. Employee Reach Brand 1x Main Social Accounts 1x 3,738,010 Average likes/company 249,357 Average followers/company X 3,987,367 Est. reach of Brand
Entire Workforce ~163,500 employees Total Reach 100,000 # of accounts (est.) 75,000 Fortune 500 Brand vs. Employee Reach Brand 1x Main Social Accounts 1x 3,738,010 Average likes/company 249,357 Average followers/company X 3,987,367 Est. reach of Brand
Fortune 500 Brand vs. Employee Reach Entire Workforce ~163,500 employees 338 Average friends/account 208 Average followers/account Total Reach 100,000 # of accounts (est.) 75,000 X Brand 1x Main Social Accounts 1x 3,738,010 Average likes/company 249,357 Average followers/company X 3,987,367 Est. reach of Brand
Fortune 500 Brand vs. Employee Reach Average F500 employees collectively have ~12x more social reach than combined brand accounts Brand Entire Workforce ~163,500 employees 1x Main Social Accounts 1x 338 Average friends/account 208 Average followers/account 3,738,010 Average likes/company 249,357 Average followers/company Total Reach 100,000 # of accounts (est.) 75,000 X X 3,987,367 Est. reach of Brand 49,400,000 Est. reach of Entire Workforce
The value of those 49M impressions would be approximately $24,500.
Your Social ROI Mission ✓ Set the right goals ✓ Validate and calculate ✓ Check in and adjust on the go
Panel Discussion & Questions Aldrina Thirunagaran Assistant Vice President, Content Marketing, OCBC @aldrinat Jaime Stein Global Director, Enterprise Client Strategy Hootsuite @jaimestein Allanjit Singh Head of Social, Havas Worldwide Managing Director, Red Agency Singapore @allanjits Join the conversation using #SocialROI #hootsocialbreakfast
Thank You! Global Director, Enterprise Client Strategy @jaimestein Jaime Stein Join the conversation using #SocialROI #hootsocialbreakfast
● Hootsuite Blog: blog.hootsuite.com ● Hootsuite Academy: hootsuite.com/education ● Digital in 2017 Global Report by Simon Kemp Resources Join the conversation using #SocialROI #hootsocialbreakfast

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The Digital Champion Breakfast: How to Prove Social ROI

  • 1.
  • 2. Welcome! Roger Graham Senior Director, Growth & Marketing, APAC Hootsuite @rogergraham Join the conversation using #SocialROI #hootsocialbreakfast
  • 3.
  • 4. Do not currently measure social ROI Registrant Survey Results 66%
  • 5. Do not currently measure social ROI Registrant Survey Results 66% Why?
  • 6. Do not currently measure social ROI Registrant Survey Results 66% Unsure how to measure 42%Why?
  • 10. Aldrina Thirunagaran Assistant Vice President, Content Marketing, OCBC @aldrinat Today’s Speakers Jaime Stein Global Director, Enterprise Client Strategy Hootsuite @jaimestein Allanjit Singh Head of Social, Havas Worldwide @allanjits Join the conversation using #SocialROI #hootsocialbreakfast
  • 11. Agenda 8:30am - 9:00am : Breakfast & networking 9:00am - 9:30am : Social ROI presentation – Jaime Stein 9:30am - 10:00am : Panel discussion & questions 10:00am - 10:30am : More coffee, more networking Join the conversation using #SocialROI #hootsocialbreakfast
  • 12. The Digital Champion: How to Prove Social ROI 21st February, 2017 Join the conversation using #SocialROI #hootsocialbreakfast
  • 13. @hootsuite Jaime Stein Global Director Enterprise Client Strategy @jaimestein Join the conversation using #SocialROI #hootsocialbreakfast
  • 14. Rebels and renegades tested new ground by setting up rogue accounts. • Marketing • Public Relations • Community • Customer Service 1st Wave of Social
  • 15. 2nd Wave of Social Coordinated and centralized at scale as it grew beyond the core. • Big Bets • Going Viral • Social Organizations
  • 16. Coming out of trial & error with savvy organizations on their third shot. New entrants skipping the first two waves. • Social as a Skill (vs. Team) • The Power of Employees • Meaningful Measurement 3rd Wave of Social
  • 17. Social ROI: Why Measure? You either help... Make Money Save Money Mitigate Risk and/ or and/ or Join the conversation using #SocialROI #hootsocialbreakfast
  • 18. Social ROI = Join the conversation using #SocialROI #hootsocialbreakfast
  • 19. The reality is that in most companies, employees struggle to articulate the wider organizational goals. Join the conversation using #SocialROI #hootsocialbreakfast
  • 20. This immediately causes a struggle to align social media activities to achieve organizational targets. Join the conversation using #SocialROI #hootsocialbreakfast
  • 21. 3 Key Steps to Measure Your Social ROI 1. Set the right goals 2. Validate and calculate 3. Check in and adjust on the go
  • 22. 1. Set the right goals Join the conversation using #SocialROI #hootsocialbreakfast
  • 23. “Our goal is to make our social media accounts feel more global.”
  • 24. “We want to create memorable moments that attract, engage and retain a community of brand loyalists.”
  • 25. “Our overall goal is to increase revenue, which includes monetizing our social media channels.”
  • 26. “We have no formal goals for social media support.”
  • 27. What goals matter, and to who? Manager: Consolidated reporting and tracking, secure pre-approved content workflow Dir. Marketing: Increase traffic by 70% and improve social sentiment by 5% and drive 20% more leads, brand consistency and protection VP, Marketing: Increase web/social reach by 50% to increase leads by 20% to impact pipeline by 10% CMO: Build & protect brand, drive total leads to support revenue goal CEO: 20% revenue growth Practitioner: Reporting and insights tools, campaign management tool, workflow + permissions ability for content creation and distribution Tactical Strategic
  • 28. It all starts with goals. What are yours?
  • 29. 2. Validate and calculate Join the conversation using #SocialROI #hootsocialbreakfast
  • 31. Validate & Calculate your ROI ✓ Identify & implement the right tools to help you measure and demonstrate your social ROI
  • 32. Validate & Calculate your ROI ✓ Identify & implement the right tools to help you measure and demonstrate your social ROI ✓ Check your social metrics regularly—often daily—to stay on top of your data and report on the impact of your campaigns
  • 33. Join the conversation using #SocialROI #hootsocialbreakfast Retail customer example ROI Baseline = 3x return on paid social
  • 34. 3. Adjust on the go Join the conversation using #SocialROI #hootsocialbreakfast
  • 35. Check in, adjust as needed Social media lifecycles are short—identify & adjust underperforming campaigns quickly & efficiently Proving social ROI is not a one-time event—it is ever- changing and evolving Go back to the drawing board if necessary—these cycles will help inform the success of future campaigns Join the conversation using #SocialROI #hootsocialbreakfast
  • 36. Employee Advocacy Example Join the conversation using #SocialROI #hootsocialbreakfast
  • 37. Join the conversation using #SocialROI #hootsocialbreakfast Employee advocacy enables organizations to leverage their employees to promote the company’s message
  • 38. Fortune 500 Brand vs. Employee Reach Brand
  • 39. Fortune 500 Brand vs. Employee Reach Brand 1x Main Social Accounts 1x
  • 40. Fortune 500 Brand vs. Employee Reach Brand 1x Main Social Accounts 1x 3,738,010 Average likes/company 249,357 Average followers/company X
  • 41. Total Reach Fortune 500 Brand vs. Employee Reach Brand 1x Main Social Accounts 1x 3,738,010 Average likes/company 249,357 Average followers/company X 3,987,367 Est. reach of Brand
  • 42. Entire Workforce ~163,500 employees Total Reach Fortune 500 Brand vs. Employee Reach Brand 1x Main Social Accounts 1x 3,738,010 Average likes/company 249,357 Average followers/company X 3,987,367 Est. reach of Brand
  • 43. Entire Workforce ~163,500 employees Total Reach 100,000 # of accounts (est.) 75,000 Fortune 500 Brand vs. Employee Reach Brand 1x Main Social Accounts 1x 3,738,010 Average likes/company 249,357 Average followers/company X 3,987,367 Est. reach of Brand
  • 44. Fortune 500 Brand vs. Employee Reach Entire Workforce ~163,500 employees 338 Average friends/account 208 Average followers/account Total Reach 100,000 # of accounts (est.) 75,000 X Brand 1x Main Social Accounts 1x 3,738,010 Average likes/company 249,357 Average followers/company X 3,987,367 Est. reach of Brand
  • 45. Fortune 500 Brand vs. Employee Reach Average F500 employees collectively have ~12x more social reach than combined brand accounts Brand Entire Workforce ~163,500 employees 1x Main Social Accounts 1x 338 Average friends/account 208 Average followers/account 3,738,010 Average likes/company 249,357 Average followers/company Total Reach 100,000 # of accounts (est.) 75,000 X X 3,987,367 Est. reach of Brand 49,400,000 Est. reach of Entire Workforce
  • 46. The value of those 49M impressions would be approximately $24,500.
  • 47. Your Social ROI Mission ✓ Set the right goals ✓ Validate and calculate ✓ Check in and adjust on the go
  • 48. Panel Discussion & Questions Aldrina Thirunagaran Assistant Vice President, Content Marketing, OCBC @aldrinat Jaime Stein Global Director, Enterprise Client Strategy Hootsuite @jaimestein Allanjit Singh Head of Social, Havas Worldwide Managing Director, Red Agency Singapore @allanjits Join the conversation using #SocialROI #hootsocialbreakfast
  • 49. Thank You! Global Director, Enterprise Client Strategy @jaimestein Jaime Stein Join the conversation using #SocialROI #hootsocialbreakfast
  • 50. ● Hootsuite Blog: blog.hootsuite.com ● Hootsuite Academy: hootsuite.com/education ● Digital in 2017 Global Report by Simon Kemp Resources Join the conversation using #SocialROI #hootsocialbreakfast