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Radio | How to Measure Social Media ROI (45 Min)

NK

Nichole Kelly

Transcript

Questions

Why is this SO Hard?

We are making it hard

We don't understand

Advertisers don't understand

Redefining ROI

Conclusion

Return on Conversation

Return on Engagement

Align Social Media to Business Objectives

Pass Data with Custom URL Parameters

Return on Influence

Create a Summary Dashboard

Measure Success

Optimize Content

Speaking a Foreign

Language

Work Smarter

Merchandise

Not Harder

TV

Radio

New Social Metrics

Membership Programs

SEO

Online Advertising

Events

Email

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

HootSuite

Twitter: @Nichole_Kelly

Metrics

Level Up

Community Management

Business Objectives

How to Measure Social Media

live

eat

Align Social Media

to Business Goals

Executives

breathe

Challenge

  • Drive Awareness
  • Drive Bookings
  • Engage Ski Audience

sales funnel

Sales

Revenue

Cost

Solution

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

@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

cost per

Engagement

impression

click

Brand Awareness

site visitor

Impressions

engagement

inbound

link

Reach

subscriber

lead

Sales

Lead Generation

Leads

Conversions

Path to Conversion

Customer Retention

Cost to Service

Retention Rate

Net Promoter Score

Revenue

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