This document provides an overview of social media marketing strategies and metrics for measuring return on investment (ROI) in social media. It discusses how social media usage continues to grow significantly and dominate overall internet usage. Facebook remains the largest social media platform and is projected to reach 1 billion users by August 2012. The document also outlines how marketing strategies have evolved over the past 5 years to focus increasingly on social media channels and engagement over traditional online advertising and search engine optimization. It notes that capturing social actions like "Likes" on Facebook provides valuable customer data that impressions from search or display ads do not. Overall spending on social media marketing is expected to continue increasing year over year as a percentage of total marketing budgets. However, lack of clear metrics

1. Lane Douglas!
Principal
Social Media Solutions
MarketBridge!
Building a Case For
SOCIAL MEDIA!
ROI!
How to Find a Return on
4350 East West Highway
Bethesda, MD 20814 Investment in Social Marketing
240-752-1800! Strategies!
49 Stevenson St, Suite 660
San Francisco, CA 94105
415-986-5800!
www.market-bridge.com
@marketbridge!
1
–1–! ©2012 MarketBridge Corp.

2. Why! Which! Mapping! MarketBridge! Follow!
Follow!
SOCIAL!
SOCIAL! METRIC!
METRIC! ROI!
ROI! STRATEGY!
STRATEGY! UP!
1
MAINSTREAM!
SOCIAL GOES
2

3. Social networking
SOCIAL!
Paradigm Shift!
Why!
continues to grow! Social media constitutes a paradigm shift in how our
culture consumes and shares information. This is no
Social media continues to dominate longer the ‘MySpace’ era where teens used social
overall Internet usage! media to share music. This is now a gender, age and
ethnicity agnostic trend shown by the growing number
of users and increasing amount of time spent on social
METRIC!
Which!
sites.!
Mapping!
ROI!
MarketBridge!
STRATEGY!
Follow!
UP!
Source: comScore!
3

4. Facebook remains
SOCIAL!
Why!
largest platform!
Facebook slated to reach one
billion users by August 2012!
METRIC!
Which!
Facebook continues to be
king among competitors!
Mapping!
ROI!
While the competition for 2nd place
remains fierce between Twitter,
LinkedIn and Google+ (all around 1M
users) Facebook is slated to reach the
coveted 1 billion mark late this year.!
MarketBridge!
STRATEGY!
Source: comScore!
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UP!
4

5. Social networking Paradigm Shift!
SOCIAL!
Why!
Social media constitutes a paradigm shift in how our
continues to grow! culture consumes and shares information. This is no
longer the ‘MySpace’ era where teens used social
Social media continues to dominate media to share music. This is now a gender, age and
overall Internet usage! ethnicity agnostic trend shown by the growing number
of users and increasing amount of time spent on social
sites.!
METRIC!
Which!
Mapping!
ROI!
MarketBridge!
STRATEGY!
Follow!
UP!
Source: Go-Gulf.com!
5

6. Facebook remains
SOCIAL!
Google no longer dominant!
Why!
largest platform! In March of 2010, Facebook surpassed the search
goliath Google as the most visited site. While Google
Facebook slated to reach one maintained a steady 6% market share of traffic,
Facebook went on to claim as high as 11% by October
billion users by August 2012! of last year.!
METRIC!
Which!
Facebook
Mapping!
ROI!
Google
MarketBridge!
STRATEGY!
Follow!
UP!
Source: Hitwise!
6

7. Search continues to search !
SOCIAL!
Why!
Google continues attempt to reinvent itself!
METRIC!
Which!
“Search is Outmoded,” Google’s
Former CEO Admits!
Mapping!
ROI!
“To hear Mr. Schmidt tell it, the real challenge
is one not yet on most investors' minds: how to
preserve Google's franchise in Web
advertising, the source of almost all its profits,
when "search" is outmoded.… As Mr.
Schmidt succinctly puts it, ‘We're trying to
MarketBridge!
STRATEGY!
figure out what the future of search is.’”!
!
Eric Schmidt! The Wall Street Journal!
Former CEO! August 14, 2010!
Google, Inc.!
Follow!
UP!
7

8. SOCIAL!
Why!
"Few contexts are more
powerful than friendship."!
METRIC!
Which!
This advertising platform is even more powerful now
that the site can factor in your friends' preferences. If
three of your friends click a Like button for, say,
Domino's Pizza, you might soon find an ad on your
Facebook page that has their names and a suggestion
Mapping!
that maybe you should try Domino's too. Peer-
ROI!
pressure advertising! Sandberg and other Facebook
execs understand the value of context in selling a
product, and few contexts are more powerful than
friendship.!
MarketBridge!
!
STRATEGY!
"Marketers have known this for a really long time. I'm
much more likely to do something that's recommended
by a friend," Sandberg says.!
TIME Magazine!
May 31, 2010!
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UP!
8

9. Google not a CRM!
Search continues to
SOCIAL!
Despite the billions of dollars spent in
Why!
search ! search and PPC-related campaigns,
the end result is still simply a “visit” or
Impressions in ad spend losing a “click.” Nothing beyond vague
demographics is actually captured.!
viability as a metric!
METRIC!
Which!
Mapping!
ROI!
MarketBridge!
STRATEGY!
Follow!
UP!
9

10. Facebook “Likes” changes
Social media captures
SOCIAL!
the game!
Why!
people... Not clicks! Capturing a “Like” means you have
actually collected that individual as a
In social media, traffic to your part of your social community and can
platform gives collected data! analyze their social graph for insights.!
METRIC!
Which!
Education,
employment and
locale!
Mapping!
ROI!
Sharing information
and brand “Likes”!
MarketBridge!
STRATEGY!
Friends profile
information!
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UP!
10

11. The marketing
SOCIAL!
Why!
engine 5 years ago!
Dropped
Organic
Search
Traditional Traffic
METRIC!
Ad
Placement
Traffic
Which!
Number of visitors
leaving the booking
PPC
Predominantly (>50%)
from search. Traffic from engine without a
ad placement and PPC transaction taking
directed to specials, place is vague.
packages and events.
Mapping!
Website
ROI!
Primary landing pages
Booking
include the homepage, Engine
Social
room pages and specials
TwiDer
and offers.
MarketBridge!
Media Traffic
STRATEGY!
Correlated
Facebook
Predominantly (>50%)
from search. Traffic Conversions
from ad placement Success of any traffic or
and PPC directed to campaign determined by
specials, packages visitors entering booking
and events.
engine. Not verified against
actual room sales reports.
Follow!
UP!
11

12. The marketing engine 1 year ago!
SOCIAL!
Why!
Traditional
Organic
Search
Website
Ad
Placement
Traffic
METRIC!
Which!
Based on Analytics 2.0, the concept of a homepage is
PPC
No longer as
prominent a driver in
surrendered and the site is, instead, thought of as a
collection of homepages based on user interest and
traffic, resources are highly-refined ad placement tactics.
minimized and
reallocated to social
streams of traffic.
Mapping!
Booking
ROI!
Engine
Social Traffic
TwiDer
Studies show that social
traffic is better leveraged
Facebook
MarketBridge!
STRATEGY!
when pushed to a blog-
Twitter is utilized as a Customer
based site with context
Service Management (CSM) tool.
and discussion as
Utilizing an enterprise-ready
client (CoTweet/Hootsuite), staff
is trained and required to interact
opposed to offers and
specials only.
Social
Site
with loyalty-base.
Built as a separate, conversational-type
site, it allows users to register and
leverage their Facebook accounts.
Social Team Deployed
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UP!
12

13. The marketing engine currently!
SOCIAL!
Why!
Website!
Organic Search
Traditional
Ad Placement
Traffic
PPC
No longer as prominent a
METRIC!
Which!
driver in traffic, resources
are minimized traffic. and
reallocated to social
Media Channel
stream.
Booking Portal
YouTube
With Facebook and Twitter allowing
video to be embedded in their Facebook! STAFF
STAFF
Mapping!
streams, multimedia “comes-of-age” STAFF
ROI!
in social media terms. Video
becomes a very real way to market STAFF
Social Site (Content)
your business.
News, celebrities, photos. This is the interactive part of
STAFF
the site.
Messaging Channel
STAFF
MarketBridge!
Twitter
Deals
Offers
STRATEGY!
STAFF
Twitter is utilized as a Customer STAFF
Service Management (CSM) tool. Exclusive deals made Contests, sweepstakes
Utilizing an enterprise-ready client available only to those and other incentive
(CoTweet/Hootsuite), staff is trained within the social based methods of fan-
and required to interact with loyalty- community. Drives loyalty acquisition.
base.
and marketing.
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UP!
13

14. Social
marke9ng
spend
will
con9nue
to
SOCIAL!
demand
more
of
your
budget
Why!
13%
17%
17%
19%
Q:
What
percentage
of
your
overall
marke9ng
budget
do
you
expect
to
METRIC!
Which!
allocate
to
social
marke9ng
in
the
next
5
years?*
Spend
conLnues
to
increase
year-­‐over-­‐year
as
social
media
conLnues
to
take
an
ever-­‐increasing
porLon
of
the
overall
online
markeLng
budget.
This
means
Mapping!
ROI!
that
it
is
not
“IF”
you
should
invest,
but
rather
“HOW
MUCH”
and
“WHERE”
you
should
invest.
B2B
Products
13%
MarketBridge!
STRATEGY!
August
2011
B2B
Products
February
2012
18%
B2B
Services
August
2011
18%
August
August
August
August
B2B
Services
2009
2010
2011
2012
February
2012
19%
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UP!
*
Survey
done
by
CMOSurvey.org.
Survey
Sample:
4674
Top
US
Marketers
at
Fortune
1000,
Forbes
Top
200
and
Top
Marketers
who
are
AMA
members
or
Duke
University
Alumni
and
Friends.
531
responded
for
a
11.3%
response
rate.
86%
of
respondents
VP-­‐level
or
above.
14
-­‐
2
-­‐

15. Lack
of
clarity,
metrics
to
show
ROI
keeping
SOCIAL!
social
from
corporate
mainstream
Why!
Budget
47%
METRIC!
Which!
Unclear
outcomes
45%
Absence
of
clear
social
strategy
for
brand
42%
Lack
of
understanding
benefits
of
social
media
39%
Mapping!
ROI!
Execu9ve
skep9cism
39%
Lack
of
metrics
37%
MarketBridge!
STRATEGY!
Lack
of
cross
func9onal
support
25%
Other
25%
Q:
What
prevents
your
organizaLon
from
moving
beyond
experimentaLon
in
social
markeLng
?*
Follow!
UP!
*
Survey
done
by
Pivot
in
conjunc9on
with
Al9meter
Group
and
Hudson
Group.
Survey
Sample:
October
2012
survey.
185
brand
managers,
marketers
and
directors
surveyed
for
the
Pivot
Conference
.
15
-­‐
3
-­‐

16. Why! Which! Mapping! MarketBridge! Follow!
Follow!
SOCIAL!
SOCIAL! METRIC!
METRIC! ROI!
ROI! STRATEGY!
STRATEGY! UP!
2
DILEMMA!
THE METRICS
16

17. SOCIAL!
Why!
Yeah...!
We Get Your Pain!
METRIC!
Which!
While the search for a better social metric
system might be frustrating, it is not futile.!
While social media has widely been accepted
as a mandatory channel for marketing, it has
Mapping!
not necessarily matured. Marketers agree that
ROI!
trying to compute the value of a Facebook
“Like” or a Twitter “follower” can be terribly
measuring social media roi difficult. On a whole, social media metrics
suffer from many complaints to include...
you’re kidding, right?
MarketBridge!
STRATEGY!
• Not easy to communicate at the executive level
• Unable to gage competition effectively
• Lacking industry-specific relevance
• No clear association to ROI
If you’ve voiced any of these, we’d like to show
Press Enter to search.
you something.
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UP!
17

18. SOCIAL!
* The analysis was done over a 30 day period during the
Why!
Fall of 2011. Destinations were measured based on the
social media efforts of their respective Conference &
Just because they Visitors Bureaus. Radian 6 was used to determine
overall brand sentiment.
“Liked” you...! Facebook Likes
Metric High!
doesn’t mean they
METRIC!
Which!
In a comparison of
overall Facebook
like you.! Likes, Cancun far
outdistanced virtually
all competitive
destinations by
almost 100,000 Likes.
Without the right context or analysis,
many social metrics are misleading!
Mapping!
ROI!
The value of a Facebook Like, as
with many social media metrics, can
be completely arbitrary when
Brand Sentiment
lacking any appropriate context. In
MarketBridge!
STRATEGY!
On Lower End!
a study of the travel industry*, Despite having the
MarketBridge found that Cancun, volume of community,
Cancun’s sentiment
while far outdistancing a carefully in social discussions
defined competitive set in Facebook was significantly
lagging behind those
Likes, was seriously deficient in with smaller social
communities.
overall brand sentiment. Simply put,
growing a social community does
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UP!
not automatically translate into social
media success. 1!
MARKETBRIDGE!
18
SQ INDEX!

19. The Metric...! USVI Performs Poorly!
SOCIAL!
Facebook “Likes”! Based on this metric, we would assume that
Why!
the USVI was doing poorly in their marketing
Showing a brand’s Facebook fan base in efforts and that visitors to the islands cared
comparison to their competitors is of little little to actually attach themselves to the
value given it’s temporal nature.! social community.!
METRIC!
Which!
Mapping!
ROI!
MarketBridge!
STRATEGY!
Follow!
UP!
19

20. The Metric...! USVI Showing No Strategy!
SOCIAL!
Facebook Rate The ROG metric does not present the USVI
Why!
in any better light. What we do notice,
of Growth! though is that Cancun seems to be showing
a fairly recent marketing strategy push.!
The Rate of Growth (ROG) is slightly better
than the simple “Likes” comparison since it
gives evidence of who is actually
METRIC!
implementing a strategic plan as opposed to
Which!
those just maintaining a presence.!
Cancun
Jamaica
Mapping!
ROI!
MarketBridge!
STRATEGY!
Riviera Maya
Bahamas
USVI Aruba
Bermuda
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20

21. The Metric...!
SOCIAL!
USVI at bottom of barrel!
Twitter
Why!
When looking at Twitter, our opinions of
Followers! USVI’s efforts in social drops even more. Of
the entire Caribbean set, they are dead last.!
Of all the metrics one can look at, the
number of followers on Twitter is the least
valuable given it is incredibly fluid and can
METRIC!
grow without any effort on the part of the
Which!
brand.!
5,000& 4,685&
4,500& 4,343&
4,000&
3,635&
Mapping!
3,500&
ROI!
2,872&
3,000& 2,677&
2,500&
1,955&
2,000&
MarketBridge!
STRATEGY!
1,425&
1,500&
1,000&
500&
0&
USVI& Bermuda& Aruba& Riviera&Maya& Bahamas& Cancun& Jamaica&
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21

22. The Metric...!
SOCIAL!
USVI not even tracking!
Twitter Rate of
Why!
In this graph, according to this metric, USVI
Growth! has apparently only recently entered the
Twitter race. Conversely, Cancun again
Similar to the Facebook ROG metric, this shows to be the most aggressive in their
allows us to see who is employing a strategy marketing efforts.!
versus those simply maintaining.!
METRIC!
Which!
Jamaica
Cancun
Mapping!
Bahamas
ROI!
Aruba
MarketBridge!
STRATEGY!
Bermuda
USVI
Cozumel
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UP!
22

23. The Metric...!
SOCIAL!
USVI leads the competition!
Brand
Why!
When we change the metric we are reading,
Sentiment! suddenly the tables turn. Now we see a
different story. While volume is low, we learn
Brand sentiment looks at the total volume of
that customer satisfaction is immensely high.!
mentions of the brand and then segments
them according to positive or negative
METRIC!
connotations.!
Which!
Time Period Set For Results:
August 22, 2011 – September 22, 2011
100%$
90%$ 94%$
91%$ 90%$
80%$ 85%$
81%$
Mapping!
78%$
70%$
ROI!
74%$
70%$
60%$
50%$
40%$
MarketBridge!
STRATEGY!
30%$
20%$ 26%$
22%$ 20%$
19%$
10%$ 15%$
6%$ 9%$ 10%$
0%$
Follow!
US Virgin Bermuda Riviera Cozumel Bahamas Cancun Aruba Jamaica
UP!
Maya
Source: Radian6 Technologies
23

24. SOCIAL!
SOCIAL MEDIA RESULTS IN MATURATION
Why!
OF REPUTATION MANAGEMENT
GAP unveils
METRIC!
Social World Explodes
Which!
new logo on RT “First chilean miner
Facebook OCT OCT surfaced! Says he doesn’t
07 08
like Gap logo.”
2010 2010
Mapping!
4 DAY
ROI!
RESPONSE
TIME
MarketBridge!
STRATEGY!
OCT OCT
GAP admits
faux pas and 10
2010
09
2010
GAP opens
crowdsourcing
announces contest for new ideas
old logo to
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return
24

25. Key Performance
SOCIAL!
Why!
Indicators!
Beyond growing a community to market to, there has to be a starting point of
reference to determine whether your efforts in the social space are lining up with
your overall goals and objectives.
METRIC!
Which!
Mapping!
Share of Voice
ROI!
D$ You$ The weight, or percentage of volume your
brand has against the cumulative volume of
all discussions involving your brand as well
as your competitors.
A$
MarketBridge!
STRATEGY!
C$
Share of Conversation
Defined as the degree to which you are
B$
addressing the problems you set out to solve.
A metric of the percentage of discussions inside
your defined industry that mention your brand.
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25

26. The Metric...!
SOCIAL!
Share of Voice!
Why!
The weight, or percentage of volume your brand has
against the cumulative volume of all discussions involving
your brand as well as your competitors. Time Period Set For Results:
August 22, 2011 – September 22, 2011
METRIC!
Which!
USVI Ranked Third
in Brand Mentions!
Mapping!
ROI!
Despite having a low
following, the overall
mentions of the USVI is
actually fairly high. Of note
is that the converse is true
MarketBridge!
STRATEGY!
of Cancun. Despite such
aggressive social tactics,
brand mentions are terribly
low.!
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Source: Radian6 Technologies
26

27. The Metric...!
SOCIAL!
Share of
Why!
Conversation!
Defined as the degree to which you are addressing the problems
you set out to solve. A metric of the percentage of discussions
inside your defined industry that mention your brand.
USVI Still has
METRIC!
Which!
massive room for
growth!
Share of Conversation (SOC) is
a more significant metric in
social media since it actually
shows how well you are doing
Mapping!
against your personal goals as
ROI!
opposed to simply how well you
Travel measure against your
Industry competitors. This slide
USVI
Brand measures the amount of
conversations in social media
MarketBridge!
STRATEGY!
happening around vacation and
trip planning in the U.S against
those that talk about the USVI.
Essentially, it means that less
than 2% of vacation
discussions in the U.S. is
talking about the USVI.!
Source: Radian6 Technologies
Follow!
Time Period Set For Results:
UP!
August 22, 2011 – September 22, 2011
27

28. Why! Which! Mapping! MarketBridge! Follow!
Follow!
SOCIAL!
SOCIAL! METRIC!
METRIC! ROI!
ROI! STRATEGY!
STRATEGY! UP!
3
ROI!
MAPPING
28

29. A means to an end!
Mapping Social Metrics
SOCIAL!
Social marketing cannot be an end unto
Why!
to Business Goals! itself simply because others are doing it. It
has to map to larger business objectives.!
METRIC!
Which!
1 2 3
Improve
Mexico
Increase
Online
Increase
Visita9on
Brand
Image
User
Experience
&
Revenue
Mapping!
ROI!
FACEBOOK
FACEBOOK
SOCIAL
REPUTATION
TWITTER
TWITTER
MarketBridge!
STRATEGY!
YOUTUBE
YOUTUBE
SOCIAL
REPUTATION
Follow!
UP!
29

30. Measuring overall
SOCIAL!
P
Why!
Facebook Effectiveness! Designates
a
metric
publicly
available
for
all
Each Facebook metric is given a weight factor dependent on Facebook
accounts
the client’s goals. This is then factored into how we measure
the overall effectiveness of the Facebook channel.!
METRIC!
Which!
49.3K
P
42K
P
1.2K
660%
P
51K
RATE
OF
MONTHLY
TOTAL
LIKES
NEW
LIKES
UNLIKES
GROWTH
ACTIVE
USERS
Total
number
of
users
Number
of
new
“Likes”
Number
of
users
un-­‐ Pace
of
new
Likes
Number
of
people
who
Mapping!
currently
“Liking”
the
added
against
previous
liking
the
page
against
addiLons
against
set
have
interacted
with
ROI!
page.
Lme
period.
previous
period.
Lme
period.
your
page.
W=n%
W=n%
W=n%
W=n%
W=n%
W=n%
W=n%
W=n%
W=n%
W=n%
MarketBridge!
STRATEGY!
3.8K
502K
16
9.3K
71.3K
POST
POST
VIEWS
EDGERANK
TALKING
VIRAL
FEEDBACK
Number
of
Lmes
Likelihood
that
the
ABOUT
THIS
REACH
Number
Comments
&
people
viewed
a
News
Page’s
content
will
Number
of
unique
Unique
people
who
Likes
on
Your
News
Feed
story
on
your
show
up
in
user’s
people
who
created
a
saw
a
story
published
Feed
content.
page
News
Feed.
story
about
your
page.
by
a
friend.
Follow!
UP!
30

31. Measuring overall Twitter
SOCIAL!
P
Why!
Effectiveness! Designates
a
metric
publicly
available
for
all
Each Twitter metric is given a weight factor dependent on the Facebook
accounts
client’s goals. This is then factored into how we measure the
overall effectiveness of the Twitter channel.!
METRIC!
Which!
8.8K
P
311
P
3.7%
P
23
P
30
NEW
RATE
OF
FOLLOWERS
TWEETS
RETWEETS
FOLLOWERS
GROWTH
Total
number
of
Number
of
new
Measured
as
factor
of
Tweets
actually
posted
Number
of
Lmes
Mapping!
people
who
have
followers
since
last
growth
against
a
set
by
the
master
account
original
tweets
were
ROI!
opted
to
follow
the
measurement
Lme
period.
over
Lme
retweeted
account
W=n%
W=n%
W=n%
W=n%
W=n%
W=n%
W=n%
W=n%
W=n%
W=n%
MarketBridge!
STRATEGY!
50
408
P
16
3
40
P
MENTIONS
LISTED
CLICKS
TWEET
KLOUT
Total
clicks
into
BUTTON
Number
of
Lmes
the
Number
of
Lmes
the
website
originaLng
Number
of
clicks
Measure
of
aggregate
account
username
was
account
has
been
from
a
tweet,
retweet
originaLng
from
a
influence
tweeted
listed
by
other
users
or
menLon
tweet
buDon
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31

32. Mapping to Business
SOCIAL!
Why!
Goals & Objectives!
From a summary viewpoint, the following shows how the various KPI’s for each individual
channel can be broken out and applied against each primary goal as an integrated metric.!
METRIC!
Which!
1 2 3
Improve
Mexico
Increase
Online
Increase
Visita9on
Brand
Image
User
Experience
&
Revenue
FACEBOOK
FACEBOOK
SOCIAL
REPUTATION
Total
Likes
EdgeRank
New
Likes
Monthly
AcLve
Users
Share
of
Voice
Share
of
ConversaLon
Mapping!
Unlikes
Talking
About
This
Rate
of
Growth
Post
Feedback
ROI!
Post
Views
Viral
Reach
TWITTER
TWITTER
Followers
Retweets
New
Followers
Clicks
Rate
of
Growth
MenLons
Listed
Tweet
BuDon
Tweets
Klout
MarketBridge!
STRATEGY!
YOUTUBE
YOUTUBE
Channel
Views
Subscribers
Playlists
Channel
Comments
SOCIAL
REPUTATION
Volume
SenLment
Follow!
UP!
32

33. Why! Which! Mapping! MarketBridge! Follow!
Follow!
SOCIAL!
SOCIAL! METRIC!
METRIC! ROI!
ROI! STRATEGY!
STRATEGY! UP!
4
STRATEGY!
MARKETBRIDGE
33

34. Product
Recommenda9ons
SOCIAL!
Why!
Number of followers
to corporate profile!
Rate
of
Growth
%
Seniority
of
Group
Members
Company
Followers
Upstream
%
Group
Members
Number of followers Number of followers Number of followers Number of followers
to corporate profile! to corporate profile! to corporate profile! to corporate profile!
Number
of
Number
of
Group
Klout
Score
Downstream
%
Employees
Members
Capture of Klout
Number of followers Number of followers Number of followers
influence score at
to corporate profile! to corporate profile! to corporate profile!
METRIC!
end of time period!
Rate
of
Growth
Which!
Facebook
Likes
Posi9ve
Sen9ment
Facebook
Volume
Page
Followers
Business page Percentage of Measure of overall
Number of
Likes at end of time volume indexed as posts segmented to
employees in
period! positive towards Facebook!
organization!
Talking
About
This
Rate
of
Growth
Listed
brand! Media
Satura9on
Shares, Likes and Analysis of growth Number of Twitter Positive mention
Comments on rate over 90 day Lists username has volume in
Business Page! period! been added to! mainstream news!
Upstream
%
Followers
Share
of
Voice
Twicer
Volume
Mapping!
Amount of traffic Capture of follower Comparison of Measure of overall
social volume
ROI!
Facebook is count at end of time posts segmented to
sending to your period! against competitors! Twitter!
Downstream
%
website!
Rate
of
Growth
ReTweets
Share
of
Amount of traffic Conversa9on
Analysis of growth Number of times
Facebook is rate over 90 day % of industry
user was retweeted conversations
receiving from your period! over 90 days!
website! Unique
Visitors
Men9ons
Extended
Twicer
reached!
Inbound
Links
Monthly new Number of times Number of links
MarketBridge!
user has been Twitter Follower
STRATEGY!
unique visitors to coming to blogs
mentioned over 90 reach from overall mentioning brand!
your website! days! Twitter volume!
As previously mentioned, many of the metrics individual social
The Social Metrics channels present are relevant only to your performance on that
specific network, and not to your business performance objectives.
We’re Scoring! The SQ Index combines these metrics and determines BOTH how
Follow!
they relate to one another as well as how they relate to your
UP!
objectives and marketing goals.
34

35. We’re
covering
every
aspect
for
important
web
and
social
metrics
Owned
Media
Major metrics publicly
Facebook
Likes
available for each
Business page
Likes at end of time
brand’s personal
period! social networks.!
Earned
Media
Paid
Media
Measure of the
brand’s reach and Share
of
Metrics relating to the Conversa9on
Upstream
%
sentiment through % of industry
Amount of traffic
effects of social ad organic social media.! conversations
Facebook is spend and sponsored reached!
sending to your
website! content.!
35
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