Download - Reporting ROI to the C-Suite
Agenda• Why is Measurement So Hard?• What Managers Want / What Executives Want• How to Translate Social Media To Executives• Understanding Social Media Goals• What You Need in Your Toolkit• Equalizing the Data• Analyzing / Presenting the Data• Case Study
Nichole Kelly• President, SME Digital• Author, How to Measure Social
Media: A Step-by-Step Guide to
Developing and Assessing Social
Media ROI
About Me
Today You Will Learn• Show your CEO and CMO that you understand what
really matters in business and where social media fits• Connect social media impact to core business objectives
like sales volume, revenue and costs• Get the right framework in place to get bottom line
metrics• Understand whether or not your social media publishing
process is preventing accurate measurement results• Get the ammo you need jump start your career by
learning how to translate social media into their language
Poll # 1• Polls are 120 characters or less. Answers are less than
30 characters.
• Can you measure revenue generated from social media?– Yes– No– Kind of
Why is Measurement So Hard?
• Social Media Measurement Tools• Social Media Monitoring Tools• Web Analytics• CRM
Everyone claims to measure “ROI”.
You can’t measure social media ROI without a connection to CRM.
There is a lot of confusion
Why is Measurement So Hard?
• Trying to redefine ROI• Creating new metrics based
on social media language• Expecting executives to “get”
social• Lack of understanding for
how new social metrics relate to core business objectives
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WE are Making Measurement Hard
Why is Measurement So Hard?
• Social channel• Website• CRM
It’s time to connect the dots…the right dots
Why is Measurement So Hard?
• What is our web analytics package?• What is our CRM package?• Can we pass campaign data into the CRM from the
website?• How are we doing that now?• How can we integrate traffic from the social channel into
that process?
Sounds easy…but it isn’t
Ask yourself:
What Managers Want
• To understand what is and isn’t working• To show the value in their efforts• To optimize their results
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How to Translate Social Media to Executives• Leverage existing metrics with history and benchmarks
for acceptable results, stop waiting for new ones• Align social media to core business goals• Understand that social is one channel in the marketing
mix• Show social media results in context with other
marketing channels
odysseyhps.com
The minute an executive asks,
“what is Twitter”, you’ve LOST!
How to Translate Social Media to Executives• Executives understand one thing…The Bottom Line• They live, eat, and breathe the sales funnel• Show how social media fits into the sales funnel
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How to Translate Social Media to Executives
• Social media extends our sales funnel• Social media helps us get to new customers before our
competition• Social media helps us foster relationships with existing
customers• Social media helps us generate brand awareness
odysseyhps.com
What Executives Need to Know
What You Need in Your Toolkit
• HootSuite, Raven Tools and Argyle Social integrate with Google Analytics
• Google Analytics integrates with e-commerce or marketing automation software such as Paradot
• E-commerce or marketing automation software integrates with CRM such as Salesforce
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If you can’t get to CRM today…you can still provide metrics that matter to executives
What You Need in Your Toolkit
• Type your status update• Put in your link• Click on the gear to the left of
the shrink button• Select Google Analytics under
“Add customer URL parameters”
HootSuite’s Golden Egg: Add Campaign Tracking to Shortened URLS
What You Need in Your Toolkit
Create a System for Campaign Parameters• Source = Social Media Channel, i.e. Twitter, Facebook• Medium = Social Media Account (if the client has multiple accounts) or
Content Type i.e. status update, photo, video etc.• Campaign = the campaign name
You can add numbers in the campaign field so you can track back to an individual tweet
What You Need in Your Toolkit
Google Analytics Social Reporting
• Social Media Assists• Conversion by Social Channel• Path to Conversion• Social Plug-in Analytics
Requires Code to Be Installed
Equalizing the Data
• Online Advertising• Offline Advertising• Public Relations• SEO• Customer Service
You can’t measure social media in a silo, but it isn’t about saying
other channels are BAD.
Compare Social Media Metrics to:
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Equalizing the Data• Online Advertising
Metrics• Cost per
Impression• Cost per Click• Cost per
Conversion
• Offline Advertising Metrics• Reach –
Impressions – Viewers = Cost per Impression
• Cost per Conversion
• Public Relations Metrics• Reach = Cost per
Impression• Mentions = Cost
Per Placement
• SEO Metrics• Cost Per Inbound
Link• Cost Per Site Visit
• Customer Service Metrics• Average Time to
Service• Cost to Service• Resolution Rate
These can ALL be
measured in social too!
Case Study Challenge:• Product Trials are
Key to Purchase Decisions
• 3X Use = 2X More Likely to Buy
• Wanted to Drive Product Loyalty by Integrating Social Behaviors
Case Study Solution:• Integrated gaming
elements into free trials
• Created missions for users to complete to drive training during trials
• Users received points, badges and could share experiences on social channels
Case Study – Level UP
Cost per trial user
Cost per engagement
Cost per community
sign up
Cost per customer acquired
Upgrade rate for users
Average revenue per
customer
Average licenses per
customer
Suite license conversions
Community members generated
24/36 month customer
lifetime value
1) Start talking in executive language
2) Align social metrics with business objectives
3) Stop presenting “social” data, present “business” data
4) Create a reporting framework to increase efficency
5) Use campaign parameters for better reporting
6) Compare across marketing channels
Key Takeaways
www.onlinemarketinginstitute.org
Thank YouHow To Measure Social Media
The key to building measurable strategies and delivering metrics that matter• Step by step instructions• Hands-on exercises• Worksheets