How to Measure the Impact of Social Media

#SIPASocial

Measuring the Impact of

Social Media

S I PA A n n u a l C o n f e r e n c e 2 0 1 2

Rachel Yeomans
Marketing Director | Social Media
Astek
www.astekweb.com © 2012 Astek Consulting LLC

The Questions

What are you measuring and why?

How are you measuring?

I have data! Now what?


What are you measuring?


What are You Measuring?
Product
Service
Event
Brand


Your Platforms to Measure
Facebook
Twitter
Blog
LinkedIn
Instagram / Flickr
Pinterest
YouTube
Tout/Viddy
Podcast


What Provides Better ROI
Facebook
Twitter
Blog
LinkedIn
Instagram / Flickr
Pinterest
YouTube
Tout/Viddy
Podcast


The Numbers
Facebook
Average user is connected to 80
community pages, groups & events
Global Audience: 656,870,980
US Audience is 23% of Global
8,695,560,138 visits/month

Data from Compete.com

The Numbers
Twitter
31,017,254 unique visitors over the
past 6 months
59,471 websites refer traffic to
Twitter
1,399,127,428 average number of
visits/month from December-
February

Data from Compete.com&Quantcast

The Numbers
YouTube
YouTube is the second largest
search engine on the web
50% of YouTube’s 300 million users
go at least once a week

Data from engaugemedia

BUT…
Are YOUR readers and customers
engaging on those platforms?

AND

Are your POTENTIAL readers and
customers?


Research and Pick Your Platform(s)


Research and Pick Your Platform(s)
Platforms for:
Current Audience
Prospective Audience
SEO


How are you measuring?


A to B to C to Goal

Click
Click
Social
Media Click
Thank You
Message: Page with
Website
At 1pm hear Click embedded
Online Landing
from Expert Click ebook or
Ads Page
on increasing related
(Live Online
your web articles with
Chat)
traffic. discount
Email
Click
Click
Click


Think in Campaigns
General Engagement
Newsletters
Webinars
Purchases
Events


Case Study: Drive for Innovation


Case Study: Drive for Innovation
Goals
Gain new leads
Register to follow the editor of the magazine and
his journey
SEO and brand growth
Blog posts and video from the journey
Showcasing expertise
Featured technical information about the Volt and
automotive engineering & electric vehicles in
general
Keep those new leads coming back
Weekly incentives & games


It Doesn’t Have to Be Temporary


Oh the Tools…
For Clicks For Listening
Google Analytics Radian6
Omniture Sysomos
Hubspot SM2
Argyle Social CustomScoop
Bit.ly SproutSocial
Complete List: http://bit.ly/stmjRF

The Path & Its Platforms

Click
(Argyle)
Click &
Listening &
Click Conversion
Click
Listening (Argyle) (Argyle &
(Sprout
(Sprout Social) Google
Social &
Analytics)
Argyle)
Click
(Argyle)


I have data! Now what?


Even MORE Tools…
For Translation Making it Pretty
SocialBro Argyle
Sprout Social Google
Hubspot Drawing
Twenty Feet Adobe
Hoot Suite Acrobat Pro
CustomScoop
SproutSocial

Example: Increasing Your Content Circulation


Example: Know Your Audience


Example: Blogger Outreach for Incentive
Find Bloggers
Listening/Engagement

Landing
Trackable Link
Page

Blogger’s Your blog Your Social
Blogger Email
Social posts Media
posts
Media

Same Trackable Link

Data Dump

Report


If You Want to Do the Math
(Results - costs) ÷ costs = ROI
What we mean by cost:
Content creation
Training
Software/Tools
Labor
HINT: If you don’t outsource or hire
internally, take their daily rate and
divide by the amount of time per day
on social media


If You Want to Do the Math
(Results - costs) ÷ costs = ROI
What we mean by results:
Identify your key metrics
Total sales
Select your performance baselines for the metrics
Number of transactions
Average order size
Cost per acquisition
Don’t forget about cost savings!
Influence
Focus on customer loyalty programs and referrals
for outgoing influence tracking
This is where listening tools come into play!


Case Study: Make a Wish
Goals
Increase visitor loyalty
Gain more subscriptions
Earn content shares
Visitor promotion
Receive page views of critical pages


Benchmarks
Donations
Volunteers
Wish Referrals


Do the Math Regularly
Set a baseline to measure from
Stalk those clicks
Measure Sentiment

Do one, do two, do all three!


Don’t Believe The Lies


Social Media: The Lies
ROI doesn’t matter
Social media is free
Social media is all about sales
All social media is measurable
The math is simple


Social Media: The Truth
You’re spending time and money on this
– you want proof that it’s worth it
Social media takes a lot of
time,resources, and yes - money
Social media is about engagement and
savings
Conversations are not clicks
The math changes per equation


Now that I’ve completely

overwhelmed you…


Start with the basics and GO
Select your goals
Add benchmarks to those goals
Pick your tools
Listening
Clicks
Reporting
Set up a schedule
Set expectations
Get going!


Thank You!

Rachel.Yeomans@AstekWeb.com
Twitter.com/RachelYeomans
Twitter.com/AstekWeb
LinkedIn.com/in/RachelYeomans


How to Measure the Impact of Social Media

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