Your brand advocates are your best marketing and sales team. Their circle might be small, but you have to keep them loyal to the end.

1. Social marketing KPI’s
“Measure the R.O.I. of your social marketing
campaigns”

3. The social engagement circles
Public
Fans and followers
Leads and
prospects
Customers
Loyal
customers
Brand
advocates

4. Social KPI’s are useless unless…
① You have clearly defined your social sales pitch
① You know what your target group is ‘doing’ on social
media
① You create and curate the right content
② You have at least one dedicated social selling expert
to manage your social channels

5. “SEO is een
besmettelijke ziekte.”
Define your budget – Think in R.O.I.
ROI (Leads)
Time
Content creating,
curating and sharing
Investment

6. Social reach & social activity

7. Measure your Social Reach and activity
①Average response time
①Content rate
①Post rate & response rate
②Content quality

8. Measure your (potential) audience
①Audience growth rate
②Average SERP position & CPM (Google Ads)
③Brand awareness (#mentions)
④Influence scores (Klout)
⑤Potential impressions & reach
⑥Video views on YouTube & Vimeo

9. Building a relationship
Measure your ‘sweet spot’

10. Measure acquisition
①Blog subscribers
①Traffic ratio on your website: sources
①Social opt-ins on your website
②Leads
③Micro conversions (if measurable…)

11. Measure actions, sales and results

12. Measure actions, sales and results
①Online lead velocity rate
②Social media conversion rate
③Cost per lead (Social channels)
①Revenue per lead (Social channels)

13. Measure retention

14. Measure retention
①Goes far beyond social metrics 
②CLTV: Customer Lifetime value
③Customer retention rate
①Testimonials rate
②Support ticket costs

15. Social
opt-in
lead gen
Social
sharing
Brand
exposure
Expertise
= Online
authority
The social marketing loop

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