Four Ways to Measure the ROI of Your Social Media Efforts
October 2, 2010
Connect with Pandemic Labs
Matt Peters
Founder & Creative Director
www.pandemiclabs.com
www.pandemiclabs.com/blog
@PandemicLabs
What’re We Gonna Talk About?
• The Foundations of social media marketing success
• Four ways to measure ROI– Awareness– Engagement– Revenue– Lifetime value comparison
• Q&A
THE FOUNDATION
Foundation for Success
• These are the primary pillars of a successful social media strategy
• Everything undertaken must serve at least one
• Ideally, strategies serve all three pillars simultaneously
METRICS TO MEASURE
Awareness
• How many consumers are you reaching?
• Website Exposure
• Facebook Exposure
• Twitter Exposure
DEV = Digital Exposure Value
Engagement
• What is an engagement?
• Blog Measurement
• Facebook Measurement
• Twitter Measurement
Revenue
• Often the hardest to correlate to social media activities
• Link Tracking & Tagging
• Consumer Flow Analysis
• Coupon Codes
• Baseline Comparison
Lifetime Value Comparison
• Complicated and takes a long time
• Requires existing CRM
• Control group, and Fan group
• Compare consumer activity over a period of time
Review: KPIs to show ADR Success
• Awareness• Exposure• DEV
• Engagement• Multiple forms, one metric
• Revenue• Link Tagging• Consumer Flow Analysis• Coupon Codes
• Lifetime Value• Easiest with Facebook Fans
Questions