How to Measure Social Media ROI (20 Min)

Questions

Why is this SO Hard?

We are making it hard

Redefining ROI

Conclusion

Return on Conversation

Return on Engagement

Set up Google Analytics

Start Using Custom URL Parameters

Return on Influence

Create a Summary Dashboard

Measure Success

Optimize Content

Speaking a Foreign

Language

Work Smarter

Not Harder

New Social Metrics

Public Relations

TV

Radio

SEO

Trying to Teach Executives

Online Advertising

Link to Success

Looking for Answers

in the WRONG Places

Custom URL Parameters

No SHINY box

How To

No Silver Bullet

• Engagement Software
• Web Analytics
• Marketing Automation
• CRM

Twitter: @Nichole_Kelly

Metrics

Level Up

Community Management

Business Objectives

How to Measure Social Media

live

eat

Align Social Media

to Business Goals

breathe

Executives

AutoDesk

Challenge

• Drive Awareness
• Drive Bookings
• Engage Ski Audience

sales funnel

Cost per

Sales

Revenue

Cost

Upgrade Rate

Community Sign Up

Average Revenue Per Customer

Trial/User

Average Licenses Per Customer

Solution

Suite License Conversions

Engagement

Community Members Generated

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

Revenue Generated

Customer Acquired

24/36 Month Customer Value

@Nichole_Kelly

With 1% of the Marketing Budget Social Media:

• 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%

Align Goals

with Metrics

Challenge

• 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

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

Solution

Challenge

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

Solution

• 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

• 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

Solution

Beach Body Metrics

• 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

AutoDesk Metrics

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

• 40% Increase in Trial Usage

Dell Metrics

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

cost per

Beach Body

Engagement

impression

Cost per

click

Units Sold

Brand Awareness

Click

site visitor

Revenue Generated

Engagement

Wowy Upgrades

Impressions

engagement

Site Visit

Revenue by Influencer

inbound

link

Wowy Sign Ups

Reach

Subscriber

subscriber

Sale

Dell

Cost per

lead

Sales

Lead Generation

Propensity to Refer

12 Month Customer Value

Case Deflection

Leads

Net Promoter Score

Offer Conversion Rate

Customer Serviced

Average Revenue Per Customer

Average Purchases Per Customer

Resolution

Conversions

Average Revenue Per Transaction

First call resolution

Path to Conversion

Customer Retention

Cost to Service

Retention Rate

Net Promoter Score

Revenue

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