the 6 step process for measuring social media

Let’s Get Fearless:

6 Step Process for

Social Media

Measurement

Presented by

Jay Baer

Design ©2011 Social Media Examiner • Content Copyrighted by Presenter

Extreme Interest in Social Media Measurement

©2011 WhitePaperSource Publishing• Do NOT distribute

Step 1: Understand the Role of Social in Your Company

Awareness? Sales? Loyalty?


Awareness? Sales? Loyalty?


Pick one.

There’s No Magic Number in Social Media


Step 2: Know What You Can Measure


Money Book Guarantee!


Awareness Metrics


Positive Social Mentions


Share of Voice


Traffic From Social Outposts


Home Base & Outposts


Direct Report From Facebook


New Visitors From Social Outposts

SEO/PPC Equivalent?


Inbound Links


Search + Social


http://scr.bi/g3Nc84

Consumers who are exposed to a brand in social are 2.8x more likely to search for that brand’s products.

Search Volume Trends


Content Consumption


Klout


Sales Metrics


Social Media Only Offers


Lead Generation


Social Connectivity Among Customers


Sales Funnel Behaviors


Loyalty Metrics


Brand Community Participation


Fan Advocacy


Lifetime Value Impact


Content Sharing


Content Subscription


Propensity to Promote


Step 3: Decide on ROI vs. Correlation


ROI in Practice

10 leads per month via Contact Us after landing on the blog10% of leads become clients 1 new client/month Average client value is $15,000=$15,000/month revenue


60 hours per month to createAvg. staff salary + benefits = $60,000$60,000/2000 hours = $30 per hour + $500 per month in design costs=$2,300 per month investment

ROI ALWAYS IS:revenue minus

investment/investment

15,000 - 2,300/2,300

ROI = 552%

ROI ALWAYS IS:revenue minus

investment/investment

15,000 - 2,300/2,300

ROI = 552%

Other Possible ROI Outcomes


Market Research


Customer Service Efficiencies


Correlation in Practice


4. Select Metrics (in advance)


Pick 3 Then See


Step 5: Share the Data Widely


Step 6: Embrace Anecdotes


6 Step Process for Measuring Social Media:

1. Understand the role of social

2. Know what you can measure

3. Decide on ROI vs. correlation

4. Select metrics (in advance)

5. Share the data

6. Embrace anecdotes


Jay Baer


Social Media Strategy

convinceandconvert.com

nowrevolutionbook.com

@jaybaer

the 6 step process for measuring social media

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