Social Media Measurement That Works
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It’s no longer a question of if you should measure the business results of your social media interactions, but what to measure and how. Social media measurement is more than followers and fans. When done right it can give you the business intelligence you need to succeed. During this fast-paced session we will look at a practical framework to build a social media measurement strategy and plan, keep it interesting with some case studies, and dig into some of your hardest measurement questions. •Discover five ways to approach social media measurement •Learn how to calculate results from social media, including ROI •Get a handle on how to pick the right tools to measure business results •Learn why ROI is not the only thing you should measure
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Social Media Measurement That Works
- 1. Social Media Measurement That Works Kami Watson Huyse, @kamichat #SMDayHOU
- 2. • Diagnose: Determine what works and what doesn’t • Prioritize: Build into planning, make decisions • Evaluate: Demonstrate ROI, Business Value Diagnose Prioritize Evaluate Purpose of Measurement @kamichat #SMDayHOU
- 4. Industry Standards • The Barcelona Declaration of Measurement Principles. • Valid Metrics Framework for Public Relations Measurement • Coalition for Public Relations Research Standards • The #SMM Standards Conclave @kamichat #SMDayHOU
- 5. Set Measureable Objectives pecific easurable ttainable esults-Oriented ime Bound http://bit.ly/SMARTObjectives@kamichat #SMDayHOU
- 6. Goal vs. Objectives Goal: Increase registration for this year’s conference Objective: By prior to the event, over will have registered using the “friends of online and we will be ahead of usual . @kamichat #SMDayHOU
- 7. Choose Your 5A Metrics Activity Attention Awareness Attitudes Actions @kamichat #SMDayHOU
- 8. You need Activity To get Attention Which brings Awareness Which cultivates Attitudes Which leads to Actions @kamichat #SMDayHOU Choose Your 5A Metrics
- 9. Activity Is all about what YOU do: • How many posts? • How many comments? • How many tweets? • How many connections? • Avg. response time? @kamichat #SMDayHOU
- 11. Sample Activity Report @kamichat #SMDayHOU
- 12. Attention Is all about Reach or Opportunities to See • Visits • Potential reach • Demographics • Click throughs @kamichat #SMDayHOU
- 14. Shares in Social Networks @kamichat #SMDayHOU
- 15. Click Throughs @kamichat #SMDayHOU 1 click for every 1,000 views
- 16. Hunt Alternatives Op-Eds @kamichat #SMDayHOU
- 17. Echo Effect We took a look at Swanee’s most recent op-eds in the Boston Globe. The majority of Globe readers shared her article through Facebook. Again showing the power of Facebook for sharing more substantive works. January 2, 2013 February 11, 2013 @kamichat #SMDayHOU
- 18. Digital Echo (Traditional to Social) @kamichat #SMDayHOU
- 19. Awareness Is all about engagement (with you)… • Do they LIKE or comment? • Are they mentioning you? • What is your share of voice? • How often do they visit? • Who is referring? • % of followers engaged? @kamichat #SMDayHOU
- 20. Benchmarking Tools (Cross Network) @kamichat #SMDayHOU
- 22. Attitudes It’s all about their conversation (about you)… • What is the sentiment? • Are they committed? • Are they satisfied? • Would they recommend? @kamichat #SMDayHOU
- 23. Sentiment “Harlem Shake” @kamichat #SMDayHOU
- 24. Search + Brand @kamichat #SMDayHOU
- 25. Pure Michigan Site Survey @kamichat #SMDayHOU
- 26. Actions It’s all about what they actually do (rather than say)… • What are the financial results? • What is the value of customers? • How are processes impacted? • What innovations emerge? @kamichat #SMDayHOU
- 27. Financial Sales Revenue Events Correlation and Regression Customer Cost of Support Average Lifetime Value Impact on Value Process Leads and Closing Fulfillment Channel Success Innovation New Ideas Adopted Employee Acquisition Results @kamichat #SMDayHOU
- 28. @kamichat #SMDayHOU ROI measures how effectively an organization is using its resources to generate a financial profit.
- 29. Revenue Events Objective: Increase registration for this year’s conference Objective: By prior to the event, over will have registered using the “friends of online influencer” and we will be ahead of usual registration numbers. @kamichat #SMDayHOU
- 30. Calculating Revenue Events Ticket price $150 x100 sold $15,000 -$2,500 costs @kamichat #SMDayHOU
- 31. Action: Sales Revenue Event Campaign: •Online Campaign Only •Influencer Outreach Results: •Cost per impression - Television: $1 - Social Media: $.22 •ROI $2.6 million in revenue - How did you hear? - Why did you visit? - Revenue per visitor http://bit.ly/JTAResults@kamichat #SMDayHOU
- 32. Action: Financial Channel Revenue Tracking Channel Visits YTD Visits Revenue YTD Revenue $/Visit Facebook 3,390 9,236 $ 2,433.00 $ 4,025.00 $ 0.72 Blog 357 1,282 $ 56.00 $ 56.00 $ 0.16 Twitter 41 250 $ 8.00 $ 8.00 $ 0.20 @kamichat #SMDayHOU
- 33. Financial Sales Revenue Events Correlation and Regression Customer Cost of Support Average Lifetime Value Impact on Value Process Leads and Closing Fulfillment Channel Success Innovation New Ideas Adopted Employee Acquisition Results @kamichat #SMDayHOU
- 34. Action: Customer Lifetime Value @kamichat #SMDayHOU
- 35. Financial Sales Revenue Events Correlation and Regression Customer Cost of Support Average Lifetime Value Impact on Value Process Leads and Closing Fulfillment Channel Success Innovation New Ideas Adopted Employee Acquisition Results @kamichat #SMDayHOU
- 36. Action: Process Cost of Leads • Webinar Activities: – Write a blog post about the webinar – Put a short post on LinkedIn with a link to the blog post – Tweet the link to the blog post • Cost: $150 (Salaried employee) • Return: 100 leads • Cost per Lead: $40 – Avg. cost of a digital lead $40 x 100 = $4,000 @kamichat #SMDayHOU
- 37. Action: Financial Program Sign Ups Problem: Too Few people signing up for clinical trials Objective: Build reputation And double clinical trial base @kamichat #SMDayHOU Anas Younes, MD: Lymphoma MD Anderson
- 38. Results • 18 months quadrupled patients in clinical trials • “Go-to” resource for info about lymphoma, thought leadership Small but motivated following of patients and other medical professionals - 913 followers, 3,000 fans/LIKES @kamichat #SMDayHOU
- 39. Financial Sales Revenue Events Correlation and Regression Customer Cost of Support Average Lifetime Value Impact on Value Process Leads and Closing Fulfillment Channel Success Innovation New Ideas Adopted Employee Acquisition Results @kamichat #SMDayHOU
- 41. Action: Innov. Talent Acquisition • Unqualified Resumes • Recruiter Fees • Expatriate CostsLink Humans by Laurent Brouat @kamichat #SMDayHOU
- 42. Kami Huyse | @kamichat | #SMDayHOU@kamichat #SMDayHOU
- 43. KPIs Weight Tool 1 Tool 2 Tool 3 Awareness 100 (Must Have) X X Understanding 80 (Like to Have) X X X Business Action 60 (Nice to Have) X X X Preference & Advocacy 40 (Don’t Need) X X Create an Evaluation Protocol @kamichat #SMDayHOU
- 45. Engagement Measurement Tools @kamichat #SMDayHOU
- 46. Tool Links • Listening: http://ow.ly/hVl3P • Engagement: http://ow.ly/hVlgJ • Influence: http://ow.ly/hVlm3 • Data Mining: http://ow.ly/hVlyp • Analytics: http://ow.ly/hVlCK • Analysis: http://ow.ly/hVlMC @kamichat #SMDayHOU
- 55. Kami Huyse Zoetica, CEO zoeticamedia.com @kamichat This presentation: www.zoeticamedia.com/ blog @kamichat #SMDayHOU
Notes de l'éditeur
- Factor in budget Compare to competitors Build a dialogue with audience: “we heard you” – engagement process
- The Barcelona Declaration of Measurement Principles – This declaration of standards and practices to guide the measurement and evaluation of public relations was first adopted at the 2nd European Summit on Measurement in Barcelona, Spain, in June 2010. Leaders of the charge were AMEC, the Institute for Public Relations (IPR) (www.instituteforpr.org), PRSA (www.prsa.org), ICCO (http://www.iccopr.com) and the Global Alliance (http://www.globalalliancepr.org), and David Rockland, Ph.D., Partner/Managing Director at Ketchum (www.ketchum.com). Seven Principles were adopted focusing primarily on the setting of measurable goals and objectives, and the importance of measuring against business outcomes. Valid Metrics Framework for Public Relations Measurement – a Post-Barcelona Task Force actualized the principles through a Framework providing eight different matrices. Each matrix provides metrics suggestions for assessing the three phases of PR - PR Activity, Intermediary Effects and Target Audience Effects -- through the Communications Funnel, from Awareness through Action. The matrices address different kinds of PR programs including product/brand, reputation, crisis, non-profit, issues, education and more. The Task Force was led by Ruth Pestana, former Worldwide Director of Strategic Services of Hill and Knowlton, and Tim Marklein, Practice Leader, Technology & Analytics at W2O Group (www.w2ogroup.com). Coalition for Public Relations Research Standards – A further outgrowth of the Barcelona Principles, and through AMEC, Global Alliance, PRSA, IPR and the Council of Public Relations Firms (www.prfirms.org), the Coalition has created an interactive site where opinions can come together in the creation and adoption of standards for research and measurement. This group, and site, seeks to set standards in three areas: the Communications Lifecycle, Traditional Media Measurement and Social Media Measurement. The public is welcome to comment on the site on proposed standards as they emerge. (http://www.instituteforpr.org/researchstandards) The #SMM Standards Conclave - Formed in 2011 the Conclave is the social media working group of the Coalition, and has brought together a wide variety of associations and corporations to establish social media measurement standards in six key areas: Content Sourcing and Methods; Reach and Impressions; Engagement; Influence and Relevancy; Opinion and Advocacy; and Impact and Value. (http://www.smmstandards.org). Each suggested standard is ‘open for comments’ on the site, with ratification to follow. As of this writing, the first key standards area has been set through the ratification of the Transparency Table (http://www.smmstandards.com/category/content-sourcing-methods), which provides for the consistent reporting of Content Sourcing & Methods. Just some of the players include the IPR, AMEC, PRSA, the Council of PR Firms (www.prfirms.org) and Katie Delahaye Paine (www.kdpaine.com). The #SMMStandards Conclave was formed in 2011 to bring together various associations and perspectives working on social media measurement standards. The organizations include the Institute for Public Relations (IPR), International Association for Measurement and Evaluation of Communications (AMEC), Council of PR Firms (CPRF), Digital Analytics Association (DAA), Public Relations Society of America (PRSA), Word of Mouth Marketing Association (WOMMA), International Association of Business Communicators (IABC), Chartered Institute of PR (CIPR), Federation Internationale des Bureaux d’Extraits de Presse (FIBEP), Global Alliance for Public Relations and Communications Management, Society for New Communications Research (SNCR) and the Media Ratings Council. Client participants include research and communication leaders from Dell, Ford Motor Company, General Motors, McDonald’s, Procter & Gamble, SAS, Southwest Airlines and Thomson Reuters, as well as many major communications agencies. So far, the conclave has defined engagement (with you) and conversations (about you) and have come up with a transparent measurement methods transparency form.
- It starts with SMART Objectives http://overtonecomm.blogspot.com/2010/10/commonsense-social-media-measurement.html In order to get results from your marketing and public relations programs, you have to have a clear vision of what you want to achieve. We call these SMART Objectives. They are: Specific: not vague Measurable: have numbers attached to them Attainable: Are not too easy, or too hard to achieve Results-Oriented: they are tied to business goals Time Bound: They have a time frame by which they can be accomplished Another way to think of this, is by asking yourself: How many/much of X results to I hope to achieve by X date? How many, by when? Let’s look at an example of a SMART Objective…
- Specific – 100 people Measureable – influencer code Attainable – Registration numbers. This is something that must be adjusted with results Results Oriented – 15% ahead of usual registrations Time Bound – two month prior to event
- Do track your activities and benchmark them against results but don’t stop there… Agencies tend to focus on this a lot so they can show the client that they are doing the work they were hired to do, but they should not be lumped into results measurement
- Use Google spreadsheets to work with clients on this editorial calendar to make this more of a living document. Other things you can measure include: Content creation (the number of assets created, videos/podcasts) Social media engagement (numbers of blog posts, blogger events, blogger briefings, Twitter posts, community site posts and events) Influencer and stakeholder engagement (what activities were undertaken to drive engagement forward, such as the number of Facebook and Twitter posts, community site posts, etc.) Events/speeches, offline community events and traditional media outreach
- They say that any publicity is good publicity, but as we all know in this 24/7 news-hungry world not ALL attention is good attention. The easiest thing to measure in social media is attention. You can see how many visits your page has, how many were unique and how many were repeat or new visitors. You can also easily see who referred them to your site, and perhaps even find some of your fans. Attention looks at volume and number of friends.
- http://viralvideochart.unrulymedia.com/youtube?id=bf8Itx8swpc
- YouTube watch page 71% Wmbedded player 27.7% YouTube Other 1.2%
- Demand Abolition: http://www.bostonglobe.com/editorials/2013/02/11/targeting-johns/ZlLfH8snlMnr1o7Im9WgdN/story.html Political Parity: http://www.bostonglobe.com/editorial/2013/01/02/ohunt/qFNOgOSZgsmG1xM8L58c2K/story.html
- Analyzed with http://muckrack.com/whosharedmylink
- http://muckrack.com/whoshared/
- This means that people are starting to become aware that you exist in social channels. It doesn’t mean they will take any action beyond this, or that there will be any appreciable business results. This is the most common place where measurement stops, because up to this point it has been pretty easy to get the numbers.
- https://www.truesocialmetrics.com
- http://www.instituteforpr.org/topics/measuring-relationships There is a way to test your relationships through a survey that was developed by By Linda Childers Hon and James E. Grunig. The survey measures in five areas to test perceptions: Trust, Satisfaction Commitment, Exchange Relationship Communal Relationship Look also at customer satisfaction surveys and peg to their involvement with social media sources, Loyalty over time, visitors that come back more than once, and Repeat visitors. You can also measure to sentiment to get a crude idea of where you stand with the community over time, mostly positive, mostly negative and mostly neutral. However, sentiment doesn’t give a full view.
- The Michigan Economic Development Corporation (MEDC) – a public corporation created through an agreement between state and local governments – assists and helps grow thousands of Michigan businesses each year. Facebook fans had a high likelihood of traveling in Michigan. Even out-of-state fans had a higher likelihood to travel to Michigan after engaging with Pure Michigan’s social media. The tool tracks where visits come from on the site. Custom questions showed that the website and word of mouth were main drivers of visits to the social media presence. In addition, they found out that 71% of survey respondents were made more aware of places and activities in Michigan through the Facebook page.
- Finally, the golden ring and the thing that fuels ROI are actions. In the end, how people feel about your brand, and how many people come to see your online properties and interact with you, are only important insofar as they predict how many people will DO something about it. We went over the idea of setting SMART objectives. There are very advanced analytics that can show you how many people came to the site and bought and from where. We also had the case study earlier to show ROI for ticket sales. All of these are great ways to measure. We can’t go in depth in how to measure everything, but you will go a long way to identifying HOW if you have taken the time to set up the WHAT, or your SMART Objectives. Four to Six visitor questions for analyzing a website: http://www.4qsurvey.com (Avinash Kaushik) 1. Based on today’s visit, how would you rate your site experience overall? 2. Which of the following best describes the primary purpose of your visit? 3. Were you able to complete the purpose of your visit today? 4a. (If yes) What do you value most about the [sitename] website? 4b. (If no) Please tell us why you were not able to fully complete the purpose of your visit today? 3 optional questions can be included: Visit Frequency, Path to Site and an email solicitation question Seth Godin: http://sethgodin.typepad.com/seths_blog/2011/11/six-questions-for-analyzing-a-website.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+typepad%2Fsethsmainblog+%28Seth%27s+Blog%29 What's the revenue per visit? (RPM). For every thousand visitors, how much money does the site make (in ads or sales)? What's the cost of getting a visit? Does the site use PR or online ads or affiliate deals to get traffic? If so, what's the yield? Is there a viral co-efficient? Existing visitors can lead to new visitors as a result of word of mouth or the network effect. How many new visitors does each existing user bring in? (Hint: it's less than 1. If it were more than 1, then every person on the planet would be a user soon.) This number rarely stays steady. For example, at the beginning, Twitter's co-efficient was tiny. Then it scaled to be one of the largest ever (Oprah!) and now has started to come back down to Earth. What's the cost of a visitor? Does the site need to add customer service or servers or other expenses as it scales? Are there members/users? There's a big difference between drive-by visits and registered users. Do these members pay a fee, show up more often, have something to lose by switching? What's the permission base and how is it changing? The only asset that can be reliably built and measured online is still permission. Attention is scarce, and permission is the privilege to deliver anticipated, personal and relevant messages to people who want to get them. Permission is easy to measure and hard to grow.
- SAP Community Network http://wiki.sdn.sap.com/wiki/display/KPI/Business+KPIs KPIs represent the most important drivers of value creation for your business
- A measure of a company’s profitability, equal to a fiscal year’s income divided by equity and long-term debt; and, ROI measures how effectively the organization is using its resources to generate a financial profit.
- I could also look to measure Revenue Event. Perhaps there are a number of participants that you need to attend your conference to make it profitable. Let’s say in this case, that number would be 400 paying participants at the early bird rate. Let’s say that historically, at three months before the conference, you usually have 200 people registered, 300 at two months out and 400 in the month leading up to the conference. Perhaps you give a special discount code to the online influencers you have invited to your conference that they can give to their followers. “By two months prior to the event, over 100 people will have registered using the ‘friends of online influencer code and we will be 15 percent ahead of usual registration numbers.” Let’s say that tickets for the conference through the online influencer code is $150, if you multiply by 100 tickets, this is $15,000. To truly calculate ROI, you need to then subtract the cost for getting those ticket sales. So let’s say you spent $1,000 in staff time and outreach to get those influencers involved, so you net $14,000.
- Add the cost of the event, this is still not bottom line. You could compare the cost to acquire each participant.
- Channel Success
- SAP Community Network http://wiki.sdn.sap.com/wiki/display/KPI/Business+KPIs KPIs represent the most important drivers of value creation for your business
- Avinash Kaushnik
- SAP Community Network http://wiki.sdn.sap.com/wiki/display/KPI/Business+KPIs KPIs represent the most important drivers of value creation for your business
- 42 RULES FOR B2B SOCIAL MEDIA MARKETING By Michael Procopio, Peter Spielvogel, Natascha Thomson Rule 29: Track ROI Selectively I don’t believe you can measure the ROI of every action in social media. You can measure specific actions. If you initiate almost any social media project, your manager will probably ask you: “What’s the ROI (Return on Investment)?” Common responses in social media circles include: “What is the ROI of the telephone or email?” “If we take ROI to mean Return on Influence…” “ROI is easy, of course you can show it.” First, ROI is a financial measure typically expressed as a percentage. Example: I bought 10 apples for $10 and I sold them for $50. ($50*10 apples)-($10*10)=$400. $400/($10*10 apples) = 4. To get to a percentage = 4*100 = 400% ROI. For many social media initiatives, both the return and costs are fuzzy. This makes things difficult from a tracking standpoint. I don’t believe you can measure the ROI of every action in social media. But you can measure certain specific actions. I * once measured a 2500% ROI for a lead generation activity with social media. The campaign team was promoting a webinar. Forty-eight hours before the webinar they asked the product manager to: Write a blog post about the webinar Put a short post on LinkedIn with a link to the blog post Tweet the link to the blog post The return was 100 “leads”, that is, 100 people signed up for the webinar. Assume a digital lead costs an average of $40, which would make the return $4,000. In this case, the product manager’s burdened cost was $150 for the one hour he spent on the project. When I told co-workers the results, they immediately challenged them: You didn’t take into account that he’s been building up his blog following over three years You didn’t calculate this out for a full year You didn’t include all the costs of maintaining the blog Writing a blog post is part of his job This is why I only track ROI selectively. Like many other things, the full picture may take more time to calculate than it is worth. But if you bound the problem, it becomes manageable. The key to obtaining a credible ROI is determining the source of online clicks. For the above example we used a web tracking tool that let us create the links we used in the blog. Then all other activities pointed to the blog. Hence, we could easily report on how many readers clicked the link in the blog to register for the webinar. And how many completed the registration form. To know which channels are working best for you, create a separate tracking link for each social channel. If you don’t have a web reporting tool already set up on your web site, you can approximate by using a URL shortening service such as http://bit.ly which will provide statistics on clicks per individual URL. Unfortunately, it only tracks that a person got to a specific page, not whether they completed the form on it. But, you might be able to track this separately. You also need to design work flow into your campaign to help you track the results as people move through the sales process. One presentation I saw showed how a video was constructed with the goal of getting the viewer to request a demo. The link from the video went to a specific landing page where the viewer could request an in person demo. By tracking those leads through the sales process, the team showed an $8M dollar pipeline increase; they will eventually be able to show the revenue once the sales close. * Michael
- Consider how Anas Younes, a doctor at MD Anderson Cancer Center in Houston, Texas, harnessed the power of his fans. Younes specializes in lymphoma and needed more patients to enroll in his clinical trials. For 18 months, he used Twitter and Facebook to share important information about cancer studies and trials, focusing on lymphoma. He amassed a modest but respectable community of 617 (913 now) followers on his Facebook fan page and 1,511 (3,000 now) on Twitter — not bad for a busy doctor, but probably not successful from purely a popularity standpoint. The key was that his fans were highly motivated by his topic. If someone has lymphoma, Younes is a “go-to” guy. He has built strong thought leadership on Facebook, Twitter and through MD Anderson’s Cancerwise blog, and he curates the topic well. As a result, Younes has had a lot of people e-mail him with questions about the disease. More importantly, they are signing up for and referring friends to his clinical trial program. According to Younes, he has quadrupled the number of patients in his clinical trials using social media channels. For a busy doctor who relies on robust participation to further his career, this metric is much more important than the number of Facebook fans he has. Younes has the right fans, who are taking action to benefit his bottom line as a research doctor at a prestigious hospital. Time Flies: Looking Back at a Year of Using Social Media, Dr. http://www2.mdanderson.org/cancerwise/2010/08/looking-back-at-a-year-of-using-social-media.html Cancerwise Blog, MD Anderson, http://www2.mdanderson.org/cancerwise/
- http://www2.mdanderson.org/cancerwise/2010/08/looking-back-at-a-year-of-using-social-media.html
- SAP Community Network http://wiki.sdn.sap.com/wiki/display/KPI/Business+KPIs KPIs represent the most important drivers of value creation for your business
- http://linkhumans.com/blog/how-a-company-used-linkedin-and-social-media-to-recruit by Laurent Brouat CH2M HILL is a global leader in full-service engineering, construction, and operations. With 25K employees Englewood, Colo. Results 1) 98% of hires in the US are directly sourced 2) 95% of all hires outside of the US are also the result of direct recruitment activities 3) they reduced significantly the cost and time to hire 4) it is one of the only construction company to be among the 100 best companies to work for
- https://www.diigo.com/user/kamichat/monitoring%20CoolTools
- https://www.diigo.com/user/kamichat/SocNet%20CoolTools
- 42 RULES FOR B2B SOCIAL MEDIA MARKETING By Michael Procopio, Peter Spielvogel, Natascha Thomson Rule 29: Track ROI Selectively I don’t believe you can measure the ROI of every action in social media. You can measure specific actions. If you initiate almost any social media project, your manager will probably ask you: “What’s the ROI (Return on Investment)?” Common responses in social media circles include: “What is the ROI of the telephone or email?” “If we take ROI to mean Return on Influence…” “ROI is easy, of course you can show it.” First, ROI is a financial measure typically expressed as a percentage. Example: I bought 10 apples for $10 and I sold them for $50. ($50*10 apples)-($10*10)=$400. $400/($10*10 apples) = 4. To get to a percentage = 4*100 = 400% ROI. For many social media initiatives, both the return and costs are fuzzy. This makes things difficult from a tracking standpoint. I don’t believe you can measure the ROI of every action in social media. But you can measure certain specific actions. I * once measured a 2500% ROI for a lead generation activity with social media. The campaign team was promoting a webinar. Forty-eight hours before the webinar they asked the product manager to: Write a blog post about the webinar Put a short post on LinkedIn with a link to the blog post Tweet the link to the blog post The return was 100 “leads”, that is, 100 people signed up for the webinar. Assume a digital lead costs an average of $40, which would make the return $4,000. In this case, the product manager’s burdened cost was $150 for the one hour he spent on the project. When I told co-workers the results, they immediately challenged them: You didn’t take into account that he’s been building up his blog following over three years You didn’t calculate this out for a full year You didn’t include all the costs of maintaining the blog Writing a blog post is part of his job This is why I only track ROI selectively. Like many other things, the full picture may take more time to calculate than it is worth. But if you bound the problem, it becomes manageable. The key to obtaining a credible ROI is determining the source of online clicks. For the above example we used a web tracking tool that let us create the links we used in the blog. Then all other activities pointed to the blog. Hence, we could easily report on how many readers clicked the link in the blog to register for the webinar. And how many completed the registration form. To know which channels are working best for you, create a separate tracking link for each social channel. If you don’t have a web reporting tool already set up on your web site, you can approximate by using a URL shortening service such as http://bit.ly which will provide statistics on clicks per individual URL. Unfortunately, it only tracks that a person got to a specific page, not whether they completed the form on it. But, you might be able to track this separately. You also need to design work flow into your campaign to help you track the results as people move through the sales process. One presentation I saw showed how a video was constructed with the goal of getting the viewer to request a demo. The link from the video went to a specific landing page where the viewer could request an in person demo. By tracking those leads through the sales process, the team showed an $8M dollar pipeline increase; they will eventually be able to show the revenue once the sales close. * Michael