social media roi: how to measure your success

CarmenShirkeyCollinsSocialMediaLead,CiscoTalentBrand@CShirkeyCollins#ROI2017

WhoAmI?

#ROI2017@CShirkeyCollins

WhatisROI?

#ROI2017@CShirkeyCollins

RETURNON

INVESTMENT

CoststhatAren’t$$

#ROI2017@CShirkeyCollins

• TIME(ismoney)andResources(aremoney)

Ifyoubill$100anhour

Andsocialtakesyou5hoursaweek

$500week x52weeks =$26,000

Getthebiggestbangforyoursocialbuck

#ROI2017@CShirkeyCollins

• Whatmakessenseforyourbusiness• Whereshouldyoufocusyourtime?

• Trackmetrics,adjust,change

Wheretostart

#ROI2017@CShirkeyCollins

GOALS

#ROI2017@CShirkeyCollins

WhatGoals?• Whoisyouraudience&wherearethey?• Look at the demographics of each social channel• Whatdoyouwantthemtodo?• Clicks? Likes? Comments?

• Whatisthepurposeofyourchannel?Expectations?

Withoutcleargoals,youwillnevershowsuccess!

#ROI2017@CShirkeyCollins

Let’shavesomefun!

THAT’SNOTHOWTHISWORKS

#ROI2017@CShirkeyCollins

• It’simportanttoKNOWhowthisworks• Thetimeittakes,thestrategy,etcwhenjumpingintosocial

WhoisYourAudience?

#ROI2017@CShirkeyCollins

• Developpersonas–age,personalitytype,etc.• Whatsocialmediadotheyuse?

WhereisYourAudience?

#ROI2017@CShirkeyCollins

Pros

Cons

• Worldwide,Jan2017

1.8BusersTrendsolder

Saturated

MostusersNetworks

PaytoPlay

600MusersMilennials

Overpost

VisualEngagement

Visuals

300MusersGenZ

NotIntuitive

New/Shiny“Cool”

Timespent

106MusersTrendsolder

OnlyPros

OnlyProsNetworking

Newsfeed

317Musers18-49

Movesfast

RealTimeNews-driven

OverwhelmsChar.Limit

Who*

Whatdoyouwantthemtodo?

#ROI2017@CShirkeyCollins

• AreyoutryingtodriveWebsiteviews?

• Areyoutryingtobuildbrandawareness?

• Areyoutryingtogetshares?

WhatyourAudienceDoesWhere

#ROI2017@CShirkeyCollins

Donuts?Ilike‘em!Eventhem!Eatinga#donutrightnow,andhere’salinkondonutthoughtleadership!Picofthebest-looking#donutever!Raw,authenticstoryaboutdonuts,thatwilldisappear&eraseallevidenceDonuteatingisinmyskillsetDoNOTdoubledunkyour

donut.Uniquecontentoneach

channel!

WhattoMeasure?

#ROI2017@CShirkeyCollins

• The”BigCheeses”needthe10,000-footview

• TheManagersneeda5,000-footview

• TheSocialteamneedsthe“intheweeds”view

• Growth/FollowerGrowth• Butinrelationtoengagementrate

• PLUS:Reach• PLUS:Engagement

• PLUS:Clicks,likes,trends,content

Let’sTalkaboutFollowers

#ROI2017@CShirkeyCollins

• Thesearethetotalnumberofpeopleoptingintoyourposts

• BUTIT’SNOTJUSTABOUTFOLLOWERS!

TheSocialMediaMythaboutFollowers

#ROI2017@CShirkeyCollins

• Howdoyougetthem?

Socialis,Well,SOCIAL!MeasureEngagement

#ROI2017@CShirkeyCollins

• The80/20rule

• “TheElevator”

HowDoYouMeasureEngagement?

#ROI2017@CShirkeyCollins

Numberofengagedpeople/followersx100=%

100followersx5engagements=5%EngagementRate

Don’tForgettoListen!

#ROI2017@CShirkeyCollins

Engagementcomesfromconversation

Followhashtags,lookforsentiment

WhatisReach?

#ROI2017@CShirkeyCollins

Ifafollowerhas100followers,andsharesapostPotentially,youhaveareachof100

MeasureOverTime

#ROI2017@CShirkeyCollins

• Keepaspreadsheetofnumbers/tacticseachday• Youcanseepatterns,growth,etc.Establishbaselinestomeasureagainst.

HowDoYouGettheNumbers?

#ROI2017@CShirkeyCollins

• Manual

• PaidTools

ManualMeasurement

#ROI2017@CShirkeyCollins

• Ads.twitter.com

• FacebookInsights

• LinkedInMetrics• InstagramMetricsforBusinessPages

BuildyourownDashboard.

• Snapchatmetrics(thehardesttoget)

UsingaMeasurementtool

#ROI2017@CShirkeyCollins

• NoManualWork

• ExtraMetrics

• ChartswithMetricsOverTime

Howdoyouvalueyourtime?

• SimplyMeasured• Buffer• Hootsuite

Summary

#ROI2017@CShirkeyCollins

• Knowyouraudience• GoalsFirst

• EngagementIsKey

• MeasurementDashboard

• Evaluatetotalcosts

• What’syourROI?

#AMATampaBay@CShirkeyCollins

SummaryPoints

• YouCANMeasureSnapchat

• GoalsFirst

• EngagementIsKey

• Manualvs.Tools

• EmbraceBeingSnapchatty

• KnowYourAudience