25 ways to measure and analyze your social media marketing roi
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25+ ways to measure and analyze your social media marketing efforts depending on the level of maturity of social media for your business.TRANSCRIPT
25 Ways to Measure & Analyze your Social Media
Milena RegosOut&About Marketing
Nov 1, 2012
An inside view on the outside world
“Marketing metrics inspire certainty and
confidence. Cannabis has much
the same effect.”Tim Ambler Professor Emeritus at London Business School,
summed up several decades of research into marketing measurement
Photo Image: Flickr by Gecko.Juice
53% of marketers don’t measure their social media success
Source: Awareness
yet 83% of marketers indicate that social media is important for their business
Source: Social Media Examiner
80% of world’s online population uses social
media
Source: Comscore
Because of social media, I’m more likely to:
Try new things based on friends’s suggestions
Encourage my friends to try new products
Stay more engaged with the brands I like
Share any negative experiences with brands or products
Not buy certain products because I learned of a negative customer experience
0% 20% 40% 60% 80%
32%
42%
72%
74%
80%
Source: MarketForce
Source: MarketForce
81% of respondents indicate that
posts by friends directly
influence their purchase decisions
78% of respondents indicate that posts by companies directly
influence their purchase decisions
Source: MarketForce
Fans&Followers
Traffic
Mentions
Share of voice
Sentiment
0% 25% 50% 75% 100%
51%
55%
84%
89%
96%
Source: Awareness
What Do They Measure?
84% state that customer/
community insight is the primary business value from social media
Source: Altimeter Group
Source: outandaboutmarketing.com
Reno - Tahoe Social Media Marketers measure:
0%
22.5%
45%
67.5%
90%
Fans/Followers Leads Sales ROI
14.3%19%19%
81%
To get the full report: outandaboutmarketing.com
Grow Engage Monetize
FansFollowers
TrafficInbound Links
Brand Sentiment
QuantitativeQualitativeSplit testingConversion
ROIFcommerce
Social Media ROI Cycle
There is no “one-size-fits-all”
approach
What’s the ROI of measuring your ROI?
Quantity of Fans & Followers
Source: Facebook Analytics
New/Lost Fans
0
2000
4000
6000
8000
March 2012 Oct 2012
316
139
6816
1729
0
17500
35000
52500
70000
Brand A Brand B You Brand C Brand D
2,957
5,481
7,553
7,700
2,653
15,56521,16345,96856,5436,655
Facebook Twitter YouTube Vimeo Instagram
Quality of Fans & Followers
Source: PageLever
PTAT
Source: PageLever
Consumptions
Source: PageLever
Number of Comments, Likes & Shares
Source: PageLever
Source: Awareness
Reach (Facebook)
Source: Awareness
Reach (Total)
Source: Awareness
Reach Demographics
Source: PageLever
Amplification Rate(Shares & Retweets)
Source: Commun.it
How far your tweets traveled
Source: TweetReach
Number of Mentions in News Media
Source: Flickr: NS Newsweek
Number of Social Media Mentions
Source: radian6
Sentiment of Social Media Mentions
Source: radian6
Contest Participation
Source: WildFire
Source: WildFire
Source: WildFire
Number of check-ins in geolocation services
Competitive Research (Twitter)
Source: FollowerWonk.com
Source: Social7
Source: Social7
Facebook Comparison
Source: WildFire
Change in SALES and/or REVENUE
ROI: 2,616%Case study on
outandaboutmarketing.com
• Unique Visitors
• Page Views
• Search Engine Traffic
• Bounce Rate - less than 40%
• Conversion Rate - 5% or higher
• Inbound links
Content metrics
How? Google Analytics
How much? Free
Search engine ranking change
Social Media exclusive discounts
and offers
Leads/conversions to social media landing pages
Customer acquisition cost
Change in Net Promoter Score
Change in brand perception
Directly Financial
Indirectly Financial
Short Term LongTerm
Financial perspective
Digitalperspective
Brandperspective
Risk Managementperspective
Source: Forrester Research Inc
Software Providers• Google Analytics
• Facebook Insights
• Bit.ly
• Twittercounter
• PageLever
• Commun.it
• SocialBakers
• HootSuite
• Awareness
• Simply Measured
• Argyle
• SproutSocial
• WildFire
• Klout
• PeerIndex
• radian6
“Essentially all models are wrong, but some are
useful”.George E.P. Box
Questions?
An inside view on the outside world
Milena RegosOut&About Marketing
Twitter: @milenaregos