Mais conteúdo relacionado Semelhante a Proving the Value of Social Media (20) Mais de Rachel Yeomans (10) Proving the Value of Social Media1. #SIPASocial
Measuring the Impact of
Social Media
S I PA A n n u a l C o n f e r e n c e 2 0 1 2
Rachel Yeomans
Marketing Director | Social Media
Astek
www.astekweb.com © 2012 Astek Consulting LLC
2. The Questions
What are you measuring and why?
How are you measuring?
I have data! Now what?
www.astekweb.com © 2012 Astek Consulting LLC
3. What are you measuring?
www.astekweb.com © 2012 Astek Consulting LLC
4. What are You Measuring?
Product
Service
Event
Brand
www.astekweb.com © 2012 Astek Consulting LLC
5. Your Platforms to Measure
Facebook
Twitter
Blog
LinkedIn
Instagram / Flickr
Pinterest
YouTube
Tout/Viddy
Podcast
www.astekweb.com © 2012 Astek Consulting LLC
6. What Provides Better ROI
Facebook
Twitter
Blog
LinkedIn
Instagram / Flickr
Pinterest
YouTube
Tout/Viddy
Podcast
www.astekweb.com © 2012 Astek Consulting LLC
7. The Numbers
Facebook
Average user is connected to 80
community pages, groups & events
Global Audience: 656,870,980
US Audience is 23% of Global
8,695,560,138 visits/month
Data from Compete.com
www.astekweb.com © 2012 Astek Consulting LLC
8. The Numbers
Twitter
31,017,254 unique visitors over the
past 6 months
59,471 websites refer traffic to
Twitter
1,399,127,428 average number of
visits/month from December-
February
Data from Compete.com&Quantcast
www.astekweb.com © 2012 Astek Consulting LLC
9. The Numbers
YouTube
YouTube is the second largest
search engine on the web
50% of YouTube’s 300 million users
go at least once a week
Data from engaugemedia
www.astekweb.com © 2012 Astek Consulting LLC
10. BUT…
Are YOUR readers and customers
engaging on those platforms?
AND
Are your POTENTIAL readers and
customers?
www.astekweb.com © 2012 Astek Consulting LLC
12. Research and Pick Your Platform(s)
Platforms for:
Current Audience
Prospective Audience
SEO
www.astekweb.com © 2012 Astek Consulting LLC
13. How are you measuring?
www.astekweb.com © 2012 Astek Consulting LLC
14. A to B to C to Goal
Click
Click
Social
Media Click
Thank You
Message: Page with
Website
At 1pm hear Click embedded
Online Landing
from Expert Click ebook or
Ads Page
on increasing related
(Live Online
your web articles with
Chat)
traffic. discount
Email
Click
Click
Click
www.astekweb.com © 2012 Astek Consulting LLC
15. Think in Campaigns
General Engagement
Newsletters
Webinars
Purchases
Events
www.astekweb.com © 2012 Astek Consulting LLC
17. Case Study: Drive for Innovation
Goals
Gain new leads
Register to follow the editor of the magazine and
his journey
SEO and brand growth
Blog posts and video from the journey
Showcasing expertise
Featured technical information about the Volt and
automotive engineering & electric vehicles in
general
Keep those new leads coming back
Weekly incentives & games
www.astekweb.com © 2012 Astek Consulting LLC
20. It Doesn’t Have to Be Temporary
www.astekweb.com © 2012 Astek Consulting LLC
21. It Doesn’t Have to Be Temporary
www.astekweb.com © 2012 Astek Consulting LLC
22. Oh the Tools…
For Clicks For Listening
Google Analytics Radian6
Omniture Sysomos
Hubspot SM2
Argyle Social CustomScoop
Bit.ly SproutSocial
Complete List: http://bit.ly/stmjRF
www.astekweb.com © 2012 Astek Consulting LLC
23. The Path & Its Platforms
Click
(Argyle)
Click &
Listening &
Click Conversion
Click
Listening (Argyle) (Argyle &
(Sprout
(Sprout Social) Google
Social &
Analytics)
Argyle)
Click
(Argyle)
www.astekweb.com © 2012 Astek Consulting LLC
24. I have data! Now what?
www.astekweb.com © 2012 Astek Consulting LLC
25. Even MORE Tools…
For Translation Making it Pretty
SocialBro Argyle
Sprout Social Google
Hubspot Drawing
Twenty Feet Adobe
Hoot Suite Acrobat Pro
CustomScoop
SproutSocial
www.astekweb.com © 2012 Astek Consulting LLC
28. Example: Blogger Outreach for Incentive
Find Bloggers
Listening/Engagement
Landing
Trackable Link
Page
Blogger’s Your blog Your Social
Blogger Email
Social posts Media
posts
Media
Same Trackable Link
Data Dump
Report
www.astekweb.com © 2012 Astek Consulting LLC
29. If You Want to Do the Math
(Results - costs) ÷ costs = ROI
What we mean by cost:
Content creation
Training
Software/Tools
Labor
HINT: If you don’t outsource or hire
internally, take their daily rate and
divide by the amount of time per day
on social media
www.astekweb.com © 2012 Astek Consulting LLC
30. If You Want to Do the Math
(Results - costs) ÷ costs = ROI
What we mean by results:
Identify your key metrics
Total sales
Select your performance baselines for the metrics
Number of transactions
Average order size
Cost per acquisition
Don’t forget about cost savings!
Influence
Focus on customer loyalty programs and referrals
for outgoing influence tracking
This is where listening tools come into play!
www.astekweb.com © 2012 Astek Consulting LLC
31. Case Study: Make a Wish
Goals
Increase visitor loyalty
Gain more subscriptions
Earn content shares
Visitor promotion
Receive page views of critical pages
www.astekweb.com © 2012 Astek Consulting LLC
32. Case Study: Make a Wish
Benchmarks
Donations
Volunteers
Wish Referrals
www.astekweb.com © 2012 Astek Consulting LLC
34. Do the Math Regularly
Set a baseline to measure from
Stalk those clicks
Measure Sentiment
Do one, do two, do all three!
www.astekweb.com © 2012 Astek Consulting LLC
36. Social Media: The Lies
ROI doesn’t matter
Social media is free
Social media is all about sales
All social media is measurable
The math is simple
www.astekweb.com © 2012 Astek Consulting LLC
37. Social Media: The Truth
You’re spending time and money on this
– you want proof that it’s worth it
Social media takes a lot of
time,resources, and yes - money
Social media is about engagement and
savings
Conversations are not clicks
The math changes per equation
www.astekweb.com © 2012 Astek Consulting LLC
38. Now that I’ve completely
overwhelmed you…
www.astekweb.com © 2012 Astek Consulting LLC
39. Start with the basics and GO
Select your goals
Add benchmarks to those goals
Pick your tools
Listening
Clicks
Reporting
Set up a schedule
Set expectations
Get going!
www.astekweb.com © 2012 Astek Consulting LLC
40. Thank You!
Rachel.Yeomans@AstekWeb.com
Twitter.com/RachelYeomans
Twitter.com/AstekWeb
LinkedIn.com/in/RachelYeomans
www.astekweb.com © 2012 Astek Consulting LLC
Notas do Editor http://www.smartbrief.com/hosted/smartbook_roi.pdf List off platforms verbally under each category appropriate for publishing industry – current: LinkedIn, blog; prospective: Twitter, YouTube; SEO: Pinterest, Google+, Flickr,Instagram It’s not just about one click on a tweet, it’s about the path on how someone gets from your messaging to the end result (note: one of these goals should always be overall engagement and brand presence – it is about conversation remember?) You can’t measure something if it doesn’t have a beginning and an end; even with general engagement, have monthly touch-base meetings to measure progress from the previous month – then you can have month-to-month views and goals UBM Electronics and AvnetExpress (a technology, marketing, distribution & services company) partnered – program is designed to showcase innovation and automotive system design anchored by a cross-country journey in a Chevy Volt 1 12-month initiative will celebrate innovative people, products and places in electronics & technology The total reach of the Drive for Innovation program isreflected in gross impressions and clicks against Avnet’s investment. *calculation based on value of individual program components including promotion, PR, and audience engagement efforts Omniture http://www.convinceandconvert.com/web-site-analytics-and-metrics/the-hitchhikers-guide-to-to-tracking-website-engagement/ - add the daily instance of each action and divide it by the site’s total visitor counts look at cost savings throughout the organization. If you lower your cost per lead, improve the efficiency of your customer service or attract qualified new hires using social tools, you’re generating ROI. * look at cost savings throughout the organization. If you lower your cost per lead, improve the efficiency of your customer service or attract qualified new hires using social tools, you’re generating ROI.* The process of calculating the costs and benefits of social media vary depending on your tactics and goals.