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Measuring Social Media ROI and Community Engagement

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How to measure social media campaigns. Presented by Charlie Osmond, Co-founder of FreshNetworks during iStrategy London 2010.

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www.freshnetworks.com 1 Diagram 1info@freshnetworks.com | +44 (0)20 7692 4376 | @freshnetworks Time for the numbers iStrategy 2010 Charlie Osmond, 5th Oct 2010 @cosmond #istrategy2010
www.freshnetworks.com 1 Diagram 2 • A social media agency focussed on building and managing online communities. • Strategy, software and community management services to help companies achieve strategic goals through social. FreshNetworks
www.freshnetworks.com 1 Diagram 3 1 2 3 4 Coming up… Metrics simplified Social ROI sucks The backlash ROI examples 5 passing thoughts
www.freshnetworks.com 1 Diagram 4 1 2 3 4 Metrics simplified Social ROI sucks The backlash ROI examples 5 passing thoughts
www.freshnetworks.com 1 Diagram 5 Metrics Photo: laffy4k A simple process for measurement
www.freshnetworks.com 1 Diagram 6 Metrics Web analytics Outreach metrics Community health metrics
www.freshnetworks.com 1 Diagram 7 1 2 3 4 Metrics simplified Social ROI sucks The backlash ROI examples
www.freshnetworks.com 1 Diagram 8 The problem with Social Media
www.freshnetworks.com 1 9 1 2 3 4 1 2 3 4 Metrics simplified Social ROI sucks The backlash ROI examples
www.freshnetworks.com 1 Diagram 10
www.freshnetworks.com 1 Diagram 11 McDonalds footfall up 33% in one day
www.freshnetworks.com 1 Diagram 12 Social media monitoring
www.freshnetworks.com 1 Diagram 13 34.6% Source: Pingdom of mentions were positive
www.freshnetworks.com 1 14 1 2 3 4 1 2 3 4 Metrics simplified Social ROI sucks The backlash ROI examples
www.freshnetworks.com 1 Diagram 15 Branded communities
www.freshnetworks.com 1 Diagram 16 Off the cuff community
www.freshnetworks.com 1 Diagram 17 Lots of brand-building engaging content
www.freshnetworks.com 1 Diagram 18 Twice People who enter the community are as likely to convert on their first site visit and average order value is higher
www.freshnetworks.com 1 Diagram 19 Branded communities – Choo and TMLewin“The coolest social media campaign”
www.freshnetworks.com 1 Diagram 20 Hub and Spoke your site
www.freshnetworks.com 1 Diagram 21 Compared to Facebook, the community was more effective in driving sales x4
www.freshnetworks.com 1 Diagram 22 Not limited to BIG companies
www.freshnetworks.com 1 Diagram 23
www.freshnetworks.com 1 Diagram 24 sign in every day 95% sign in weekly 60%
www.freshnetworks.com 1 25 1 2 3 4 Social media ROI sucks The backlash ROI examples Metrics and ROI 5 passing thoughts
www.freshnetworks.com 1 Diagram 26 Social shopping
www.freshnetworks.com 1 Diagram 27 Apple buys Polar Rose Social in the air
www.freshnetworks.com 1 Diagram 28 >3Bn /day Social search Like
www.freshnetworks.com 1 Diagram 29 Offline meets online Offline meets online
www.freshnetworks.com 1 Diagram 30 “There is a lot more information per unit of NOW than there was before” Nova Spivack Real time
www.freshnetworks.com 1 Diagram 31 Social gaming -PoweRBrands Serious social games
www.freshnetworks.com 1 Diagram 32 © Copyright FreshNetworks 2010

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