How to Measure Social Media ROI (30 Min)

Questions

Align Goals

with Metrics

Conclusion

Set up Google Analytics

Start Using Custom URL Parameters

Create a Summary Dashboard

Measure Success

Optimize Content

Work Smarter

Not Harder

Public Relations

TV

Radio

SEO

Online Advertising

Link to Success

Engagement

Custom URL Parameters

Twitter: @Nichole_Kelly

Brand Awareness

Impressions

Reach

Sales

Lead Generation

How To

Leads

Conversions

How to Measure Social Media

• Engagement Software
• Web Analytics
• Marketing Automation
• CRM

Customer Retention

Cost to Service

Retention Rate

Net Promoter Score

Revenue

@Nichole_Kelly

Incremental Gains

Metrics

Decreased Product Feedback Costs

Decreased Recruitment Costs

Increased Volume of Feedback

Challenge

• Drive Awareness
• Drive Bookings
• Engage Ski Audience

Increased Employee Retention

Product Development

HR

Increased Quality of Feedback

Solution

Lean Product Testing Cycles

Increased Candidate Quality

• Begin Engaging skiers on Twitter and Facebook
• Provide Updates on Ski Conditions
• Show influential skiers at resort

With 1% of the Marketing Budget Social Media:

Align Social Media

to Business Goals

• Generated almost 500k different forms of engagement
• Generated a 128% lift in total impressions
• Decreased cost per impression by 23%
• Decreased cost per engagement by 82%
• Decreased cost per website visit by 86%

increased

reach

Level Up

Community Management

cost per

Sales

Revenue

Cost

decreased

Business Objectives

impression

cost

click

AutoDesk

site visitor

engagement

Cost per

Upgrade Rate

inbound

link

subscriber

Community Sign Up

Average Revenue Per Customer

Trial/User

Average Licenses Per Customer

lead

Suite License Conversions

Engagement

Community Members Generated

Beach Body

Revenue Generated

Cost per

Customer Acquired

Path to Conversion

24/36 Month Customer Value

Units Sold

Challenge

Click

Challenge

• Wanted to empower employees to use social the right way
• Wanted to transform into a social business
• Wanted to have two-way conversations with customers

• Purchase habits are shifting from TV to the web
• BeachBody needed to shift to where the conversation was happening...social networks
• But needed to measure results

Revenue Generated

Engagement

Wowy Upgrades

• Product Trials Are Key to Purchase Decisions
• 3X Use = 2X More Likely to Buy
• Wanted to Drive Product Loyalty by Integrating Social Behaviors

Site Visit

Revenue by Influencer

Solution

Wowy Sign Ups

Subscriber

Solution

• Built a command center to monitor conversations about Dell
• Look for opportunities to enhance customer experience
• Provide coupons to interested buyers to drive the sale
• Use social to build and extend client relationships

• Created strategy to engage online customers
• Selected Facebook, YouTube, Twitter, and Flickr as channels
• Established a blogger outreach program

Solution

Sale

• Integrated Gaming Elements into Trial Product
• Created Missions for Users to Complete to Drive Use of Training Tools
• Allowed Users to Share Accomplishments on Social Channels

Beach Body Metrics

Dell Metrics

• Social Channel
• Website
• Opt-in Form
• Lead Form
• Purchase

AutoDesk Metrics

• 26,000 mentions
• Reach over 1 million with a tweet

• 25,000 Conversations per day
• Generated $6.5 million in sales

• 40% Increase in Trial Usage

Dell

Cost per

Propensity to Refer

12 Month Customer Value

Case Deflection

Net Promoter Score

Offer Conversion Rate

Customer Serviced

Average Revenue Per Customer

Average Purchases Per Customer

Resolution

Average Revenue Per Transaction

First call resolution