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

This presentation shows you how to take social media ROI to the next level from Nichole Kelly, author of How to Measure Social Media
by

Nichole Kelly

on 4 April 2013

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

How to Measure Social Media Align Goals
with Metrics Metrics Conclusion Align Social Media to Business Objectives Pass Data with Custom URL Parameters Optimize Content Work Smarter Not Harder Questions Twitter: @Nichole_Kelly Measure Success Radio TV Online Advertising SEO cost per impression engagement click site visitor inbound
link subscriber Executives live eat breathe Align Social Media
to Business Goals Sales
Revenue
Cost Path to Conversion Station Promo
Social Channel
Website
Opt-in Form
Lead Form
Purchase lead Create a Summary Dashboard @Nichole_Kelly Brand Awareness Reach Impressions Engagement Lead Generation Conversions Leads Sales Customer Retention Retention Rate Cost to Service Revenue Net Promoter Score How To Engagement Software
Web Analytics
Marketing Automation
CRM Link to Success Custom URL Parameters Level Up Community Management Business Objectives Challenge Drive Awareness
Drive Bookings
Engage Ski Audience Solution 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: 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% Why is this SO Hard? We are making it hard Redefining ROI Return on Influence Return on Engagement Return on Conversation Speaking a Foreign
Language New Social Metrics Looking for Answers
in the WRONG Places No SHINY box No Silver Bullet sales funnel We don't understand Advertisers don't understand Events Email Merchandise Membership Programs HootSuite
Full transcript