The question of social media ROI comes up often. The problem is not about measuring social media ROI because I believe it is quite easy to prove. The real problem is that too often people ignore their key corporate objectives and where and how social media marketing can complement their efforts to achieve those objectives.

1. SOCIAL MEDIA
MEASUREMENT

2. WHY SOCIAL MEDIA

3. Source: http://www.digitalbuzzblog.com/infographic-2013-mobile-growth-statistics/

4. Social Networking Dominates
Time Spent Online In Canada

7. TABLET WEB TRAFFIC

8. DELOITTE PREDICTS

9. Before You
Start

10. Does Social Media provide ROI?

11. W
RONG
QUESTION

12. THE REAL QUESTION IS

13. How do you measure
Social Media ROI?

14. BUT FIRST …
SOME QUESTIONS you need to ask
yourself to help you understand:
WHERE to start
WHAT to focus on
WHAT meaningful social media ROI looks like

15. What are your organization’s objectives for the
next 4-6 months?

16. In too many organisations, social media is
not integrated with the current sales and
marketing objectives

17. Which results in no ability to measure the
impact of social media

18. How good is your organization at tracking
and measuring its own performance
currently?

19. What is your organization’s readiness to adopt
social media and the associated responsibilities
and performance measurement processes?

20. Do different departments cooperate and
collaborate to ensure that an action in one
area generates an outcome that can be
measured in another?

21. Or in other words,
If you distribute a tweet with a link to
a landing page, can you see how that
tweet contributed to the conversions
on the landing page?

22. ATTRIBUTION

23. • Are you clear on your objectives?
• Have you determined the current state
of customer satisfaction?
• Have you aligned different business
units and departments?
• Are the necessary processes and
measurement capabilities in place?
• Have you identified and rallied a very
willing group of people eager to take
on this new challenge?

24. How well are you serving your customers?

25. Find out how
customers feel
about your
product or services

26. OTHERWISE

27. You run the risk of
drawing attention to their
dissatisfaction as you
embark on a social media
initiative.

28. How much do you know about your customer?

29. 29
Are you confident about how you measure the
results of your sales and marketing efforts?

30. Getting
Started

31. BENCHMARKI
NG
• What are your baseline metrics?
• Frequency of measurement?
• Tools and processes of
measurement?
• Who’s involved – internally and
externally?
• What is the delta between where
you are and where you want to go?
• What is your plan to get there and
how will you track your progress?
• Incremental or aggressive growth?

32. KPI’s
• List Size
• List Growth
• List Quality
• Response Rate
• Cost of Acquisition
• List Attrition Rate
• Customer Value
• Incremental Revenue

33. KPI’s
• List Size
• List Growth/Signup Rate
• List Quality
• Open Rate
• Click Through Rate
• Cost of Acquisition
• List Attrition Rate
• Customer Value
• Incremental Revenue

34. KPI’s
• Users – New &
Returning
• Frequency & Recency
• Engagement
• Browser & OS
• Device – Mobile, Tablet,
Desktop
• User Flow
• Bounce Rate

35. KPI’s
• User Behaviour
• Statistics and Correlations
(e.g. referral sources)
• Click Through Rate based
on:
• Headline
• UX
• Offer
• Per Test
• Content Type

38. TOOLS AND KPI’s

41. MARKETING
AUTOMATION,CR
M, & EMAIL
TOOLS
•Hubspot & Sidekick
•Marketo
•Pardot (Salesforce)
•Eloqua (Oracle)
•Mailchimp
•Infusionsoft
•Insightly
•Constant Contact
•GetResponse
•iContact

43. CONTENT

44. SOCIAL MEDIA KPI’s
• Reach/Impressions
• Share of Voice
• Conversation Volume
• Sentiment
• Likes
• Shares, RT’s, Reposts
• Views
• Click Through Rate
• Comments
• Demographics
• Followers
• Favourites
• Tweets/Day
• Response Rate
• Engagement
• Influence
• Subscribers
• Revenue

45. SOCIAL MEDIA
TOOLSMonitoring Analysis Management Influence
Sysomos Simply Measured Nimble Little Bird
Salesforce (Radian6) Social Rivals Sprinklr Traackr
Nuvi Cyfe Tweetdeck Twtrland
SocialMention Twtrland Hootsuite Klout
Mention Socialbro SproutSocial PeerIndex
Trackur Riffle Spredfast Keyhole
Trendspottr Tweetreach Falcon Social Buzzsumo
Tweetreach Fan Page Karma Conversocial Followerwonk
HowSociable Socialbakers In The Chat Linkdex
IceRocket Measure.ly SparkCentral Grouphigh
Reachli SqueezeCMM Buffer Appinions
Pricing: Freemium to Enterprise Levels

46. TOOL SELECTION
• What are you trying to accomplish (i.e.
monitor, measure, analyze, manage)?
• How much complexity can you handle
(manual vs automated)?
• What actionable insight(s) are you
looking for – answer to SO WHAT?
• What’s your budget?
• Who else will be using the tool(s) and
what is their technical aptitude?

47. FACEBOOK
INSIGHTS

49. LINKEDIN POST
ANALYSIS

50. CHECK YOUR STATS

51. ENGAGEMENT

52. TWITTER
Best Time To Tweet

54. Listening provides feedback from the market
and your efforts that inform refinements and
changes to your strategy.

55. You need to be willing to
accept the feedback and
adjust accordingly

56. RECAP
• Determine Your Objectives
• Establish Baseline Metrics
• Select Your Tools Properly
• Test, Measure, and Adjust
• Avoid Analysis Paralysis – Always Look
for the Actionable Insight – the SO
WHAT!

57. “Nike’s brand is not
Facebook.com/nike. It’s
Nike.com.”
- Fred Wilson, VC

58. Focus on the properties
you own and use social
channels and associated
performance metrics to
guide your strategy to
drive conversions.

59. ROI Equation
Traditional Metrics
+ Social Media Metrics
+ Clear Attribution
Revenue ($)

60. ROI can be achieved. It
just has to be designed
into your efforts from the
start.

61. THANK YOU

62. WHERE TO FIND ME
• ajenkins@volterraconsulting.com
• 647-262-4242
• @ajenkins on Twitter
• ca.linkedin.com/in/andrewjjenkins
• about.me/andrewjenkins

63. volterraconsulting.com