1. Social Media Measurement 101
Tara (Gajadhar) Singh
November 2011

2. Measure Across Channels, Not in Silos
Social Media
Measurement
PUBLIC RELATIONS
CUSTOMER CARE
MARKETING
ADVOCACY

3. Avoid Drowning in Social Metrics
# of Twitter Followers Net positive mentions Net revenue Facebook Impressions
Volume of Outbound Updates Net negative mentions Net number of new donors Viral lift from ShareThis
Number of ReTweets Donor service requests Average frequency of donations Sponsorship CPA
per donor
Number of Click Throughs Average number of replies to Average order value Revenue Per Community Member
complete service request
Number of Facebook Likes Average amount of time to close Conversions Number of Testimonials
Measure Only Key Performance Indicators
out a request
Number of comments Net potential reach Volume of mentions Share of traffic from competitors
That Align with Core Business Goals
Number of comments per post Facebook viraliy Number of shares per update Share of community members
from competitors
Number of shares Facebook reach Response to hashtags Income to Cost
Number of downloads Facebook feedback score Event attendance Response to promo offers
Number of event RSVPs Klout Conversion by WV vs. Users Number of views
Number of daily visitors Online donations Number of shares of site Content Number of inbound links
Number of unique visits to post Reviews Visit to conversion rate Brick and mortar traffic

4. Example: KPIs for Acquisition
• Goal: Acquire new sales of XYZ
• Target: Acquire 100 sales of XYZ in Q1
• Social Media Measurement:
– Key Performance Indicators:
• Net new sales of XYZ from social media in Q1
• Net new income from social media in Q1
• Inbound traffic conversion rate (all social media referral traffic) in Q1
• Average order value of orders that came in from social media in Q1
– Secondary Performance Indicators
• Social media traffic to website and/or customer events in Q1
• Increase in Search traffic and conversions from social media referrers in Q1
• Increase in mentions of product “XYZ” in social media conversations in Q1

5. Example: KPIs for Cultivation
• Goal: Increase retention of customers
• Target: Increase retention of customers by 5% in 1 year
• Social Media Measurement:
– Key Performance Indicators:
• Increase in retention from existing customers (connected to social media efforts)
• Increase in average order value from existing customers
• Increase in long term value of existing customers
– Secondary Performance Indicators
• Brand impact survey indicates that % of customers are more loyal as a result of social media
communications
• Increase in repeat visits to customer account pages
• Increase in mentions of product in social media conversations

6. Example: KPIs for Advocacy
• Goal: Enact passage of the Child Protection Compact Act (CPCA)
• Target: Mobilize 30,000 college students to reach out to congressional
representatives in Q3
• Social Media Measurement:
– Key Performance Indicators:
• Number of petition signatures for the CPCA in Q3
• Increase in downloads of related activism materials in Q3
• Number of calls to congressional representatives in Q3
• Number of letters sent to congressional representatives in Q3
– Secondary Performance Indicators
• Increase in traffic visits to related landing page in Q3
• Increase in volume of social media conversation about this topic in Q3
• Difference in attendance to overall program events in Q3

7. Example: KPIs for Customer Service
• Goal: Increase cost efficiencies for customer service
• Target: A 5% reduction in costs in Q1 by shifting support tickets to Twitter
• Social Media Measurement:
– Key Performance Indicators
• Difference in phone and associated offline costs in Q1
• Increase in support requests on Twitter in Q1
• Difference in offline support requests in Q1
• Difference in average amount of time to close out ticket on Twitter in Q1
– Secondary Performance Indicators
• Difference in number of positive mentions due to customer support feed
• Difference in Twitter followers for support feed

8. Analyzing Social Media Impact
• Review perception, non-financial and financial outcomes
• Identify and vet for correlations with other channels
• Develop baselines to determine growth and needed improvements
Example:
Investment Action Reaction Non-financial Financial
$XYZ XYZ •XYZ% of •XYZ positive blog posts •$XYZ cost
Campaign conversations •XYZ new Twitter followers per acq.
•XYZ interactions •XYZ new Facebook fans •$XYZ long
per post •XYZ YouTube views term value
•Over XYZ comments
indicating a decision to
support/purchase
Correlations
•XYZ% increase in Search conversions
•XYZ% increase in Display click-to-conversation rate

9. Key Measurements
• Frequency
– How are social media interactions increasing the frequency of sales?
– Is social media helping to shorten the sales cycle?
• Reach
– How many people are you reaching? Fans and friends of fans?
– Compare against other channels
• Display cost per impr is XYZ versus Social’s cost per impr at XYZ
– Track conversion based on reach
• Revenue or sponsorship per social media community member
• Yield
– Track average order value and test ways to improve
– Track differences in retention

10. Brand Impact and Content Effectiveness
• Conduct Brand Impact surveys to
understand how social influences
customer base and/or prospects
XYZ post
• Track effectiveness of content
– Facebook: reach and engagement of
posts
• Reach: number of unique people
who have seen content XYZ post
associated with your page
• People talking about this:
number of people who have
created a story about your page
• Virality Rate: People talking
about this/Reach
– Twitter: retweets per tweet
– YouTube: engagement (likes, shares,
and comments) per video
– Blog: engagement per blog post
– Website: shares/reviews per
article/post

11. Watch Social Media Conversation Trends