the roi challenge: yes, social media can be measured!

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THE ROI CHALLENGE –YES, SOCIAL MEDIA CAN BE MEASURED!

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CAN SOCIAL MEDIA BEMEASURED?

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WHAT THE HECK ARE WEMEASURING?//

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EXACTLY WHAT IS IT THAT WE’RE TRYING TO ACCOMPLISH?

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• Increased Brand Awareness

• Improved Customer Service

• Lead Generation

• Community Building

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QUALITATIVE//

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QUALITATIVEQUANTITATIVE//

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ACTIVITY REACH ENGAGEMENT

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• Number of outbound posts on all of your social media channels

• Questions answered

• Thanking people for sharing

• Retweets of content

ACTIVITYWHAT IT IS:

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• Number of posts, replies broken down by channel

• Number of unanswered posts, broken down by channel

• Total numbers for the week

• Benchmarking and monthly review

ACTIVITYMEASUREMENT:

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• Geographic/ Demographics of fans

• Fans

• Followers

• Total audience reached through viral sharing

REACHWHAT IT IS:

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GEOGRAPHIC BREAKDOWN OF FANS//

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DEMOGRAPHIC BREAKDOWN OF FANS//

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• Actual Reach (On Facebook)

REACHMEASUREMENT:

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REACHMEASUREMENT:

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• Actual Reach (On Facebook)

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//REACHMEASUREMENT:

• ActualReach(OnFacebook)

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MEASURING SOCIAL MEDIA REACH ON TWITTER

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MEASURING SOCIAL MEDIA REACH ON TWITTER

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MEASURING SOCIAL MEDIA REACH ON TWITTER

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• Brand mentions

• Sharing of content

• Video, Photo views

• Link clicks

• Comments received

ENGAGEMENTWHAT IT IS:

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• Monitoring social media across the web

• Utilize a dashboard

ENGAGEMENTMEASUREMENT:

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Detox Sunday Chatter

Brown winsGulf Coast Poker Tournament

Cooking Demonstration

Taylor Hicks Buzz

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WHAT YOUR WEEKLY REPORT SHOULDINCLUDE (AT A MINIMUM)

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• Total # of posts broken down by channel

• # of unanswered posts, broken down by channel

• # of Fans/Followers by channel

• Geographic breakdown of fans

• Total reach of all messages shared

• Overall buzz volume across social web

• Sentiment

• Key posts

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QUALITATIVE//

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CUSTOMERSERVICE

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CUSTOMER SERVICE//

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CUSTOMER SERVICE//

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CHANGINGPERCEPTIONS//

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!! !

CHANGING PERCEPTIONS//

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CHANGING PERCEPTIONS//

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CHANGING PERCEPTIONS//

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QUALITATIVE

MEASUREMENT//

MASTERMINDS

THE ROI CHALLENGE –YES, SOCIAL MEDIA CAN BE MEASURED!

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