1. ADVERTISING TOOLS
performed in the past can be a good starting as syndicated data from Nielsen, Emarketer, Work with the finance department–
point. Facebook case studies provide useful Forrester Research, Comscore etc. Calculate the investment costs, the value of the
insights into a variety of business industries. returns and the ROI.
Determining interim metrics – measuring Monitoring

2. and

3. managing

4. the

5. Case Study Examples – Gap drove $11
interim metrics with the ability to determine million in sales in one day through a Groupon
ongoing success and, when necessary, take campaigns campaign, Starbucks used Facebook and
appropriate action. You should develop When it comes to two–way interactive Twitter to attract one million customers to
interim metrics for each of the key personas: conversations with the target community, you its stores for Free Pastry Day, Dell drives $6.5
influencers, individuals and consumers. Some need to pay extra attention in monitoring your million in sales through Twitter, Naked Pizza
metrics can include the use of URL shorteners campaign, or the social media plan will not drove 15% of daily revenues (with 90% of that
(such as bit.ly) that can provide precise statistics unfold according to plan. from new customers) through Twitter . http://
that can be tracked specifically to a social Tracking short-term, interim metrics – www.digitalbuzzblog.com/infographic–cost–of–
media channel. Social marketers must now actively monitor social–media/
Defining success metrics – these can the campaign metrics and intervene where or if
include ‘new fans/followers’ – shows whether necessary. This means having a clear reputation
your outreach is successful. You should management programme in place and Reviewing

6. success

7. or

8. failure
compare this to six months ago and analyse responding in real time to negative feedback. Upon the completion of any campaign, the
how these visitors arrived from and track how Moving the social marketing process results need to be studied for insights which
many become active members. ‘Percentage of decision making process – In the past, can be used for the development of the next
fans/followers’ who make a contribution – this multiple levels of approval were needed to campaign. (The results of any campaign need
shows whether you are converting those that design and make changes to campaigns. With to be studied carefully. They are the backbone,
sign up into participants in the community. social media, you now need to move the trust which will help improve and execute the
‘Content popularity’ – each piece of content closer to the front line of the company. sequential campaign even more so)
can be and should be measured. This will Responding to negative comments Knowledge Transfer – In large companies,
indicate which content items are most popular – Negative comments can be classified in a where there are multiple brands, it is often the
and which should be discontinued. ‘Rate of number of different ways and each needs a case that insights gained are not shared. For
virality’ – how many hits did your YouTube specific response plan. example, there could be a webinar provided,
video achieve. ‘Klout score’ – will indicate Tracking plans versus actual – When a presentation sent around with key the latest
how you as a marketer fair in terms of online executing a campaign, different opportunities project. With management structures now
influence in the social space. ‘Geography arise that can be taken advantage of in order to becoming more open, all feedback should be
of participating customers’ – this will show improve results. welcomed from staff.
the success of your brand in desired target Case Example – HP have an open door
countries and territories. ‘Costs saved from policy where everyone’s voice is heard, where
not spending on traditional research’ and ‘user issues are promptly raised and resolved, and
generated content created that can be used by A lot of marketers believe it is impossible to where communication flows across all levels
the marketer in other channels.’ calculate the ROI on social marketing because of the company. The essence of HP’s Open
How is Klout calculated? there is no investment. They only see the effort Door Policy is open communication in an
as the few hours of an individual’s time. environment of trust and mutual respect that
creates a solid foundation for collaboration,
growth, high performance and success across
the company.
Determining a budget – When planning a Risk Taking – Although no marketer wants
campaign, it is very useful to calculate expected Measuring ROI – ROI is not simply to a failure in their career, as this is a new media,
return on marketing investment factor also determine if an activity was financially it may be impossible to avoid. Marketers should
known as a budget or plan ROMI rate. If worthwhile, but was it more worthwhile be judged on their portfolio of activities.
the plan ROMI isn’t some minimum hurdle relative to other marketing activities.
rate for the estimated risk, then it should be Managing social media is labour Summary
re–evaluated. intensive – Investing in people and the These steps have been defined to help
Choosing the analytical methodology equipment they use, such as setting up marketing people improve their execution and
– as the metrics infrastructure gets more accurate tracking systems. There are free management of social marketing campaigns.
sophisticated, social marketing analysts are tools such as Google Buzz, Social Mention, All the activities I mention in this document
moving away from measuring direct response Technorati, Digg, Reddit etc. However, are covered as part of an overall social media
to measuring the long–term brand value. there are paid solutions options which are strategy which I consult to companies on.
Direct effects can be measured through simple advisable for larger companies. Companies
click–through and conversion rates to online such as Alterian, Meltwater, Radian6, www.brandnua.com
sites or promotion code redemptions. Indirect Nielsen, Trackur. The benefits of these paid www.facebook.com/brandnua
effects can be calculated through the use of solutions is that they provide a 24/7 dashboard www.youtube.com/brandnua
marketing mix models based on statistical with real–time results. You can set up www.twitter.com/brandnua
regression analysis. The analytic method will keywords to monitor on the dashboard,
likely also require other sources that include image sharing sites, micro blogging etc, and References: ROI of Social Media by Guy
not only internal data, such as sales volumes then have it report back to you with the Powell, eMarketer, E Consulting, Digital Buzz,
and web statistics, but also external data, such analysis of the results. Comscore, Nielsen, Mashable, Econsultancy.
26 AAI ADVERTISER’S TOOLKIT