managing social media roi
DESCRIPTION
Slides for a talk I gave in The Internet Show SingaporeTRANSCRIPT
Can you measure conversations?
Managing Social Media ROI
Social Media is Like…….
“Social Media is like teen sex. Everyone want to do it, but nobody know how. When it’s finally done, there is surprise it’s not better”
Avinash Kaushik – Analystics Evangelist, Google
ROI is……
What Are You Investing?Time Money Reputation
Non-Financial Impact
Website Visitors Positive WOM
Impressions Youtube views
Click throughs Negative WOM
Retweets Blog comments
Facebook fans Social Mention
Twitter Followers Page views
It’s All About the Money!
Financial Impact
No. of purchase No. of orders placed
No. of registrations No. of calls
No. of discounts give No. of download
No. of videos uploaded No. of coupons redeem
Your ROI Blue PrintDefineStrategy ExecutionEvaluate
Define Your Success Metrics
Support cost reduced Increase in new customers
Increase in sales Increase in blogs that linked to your website
Increase in people that tweet about us
Increase in number of repeat customers
Number of coupons redeemed
Increase in enquires
Strategy - Example 1
To Innovate products and Services
Success Metrics Goal By
Number of good suggestions that company have not thought of
N number of suggestions collected per month and N number that is actually implemented
Starbucks
Number of suggestions that they can actually implement
Strategy - Example 2
Measure AuthoritySuccess Metrics Goals By
Amount of influential blogs linking to them
N Pagerank by certain timeframe
CopyBlogger
Pagerank relative to competitors
Nth position in pagerank relative to competitors by certain timeframe
Amount of organic traffic per month
N% of organic traffic per month
Amount of traffic that converts to sales
$N per month attributable to referrals from blog
Evaluation
ROI Case Study
Southwest Airlines“Southwest Airlines attributes more
than $1 million in additional ticket sales to it’s presence on Twitter”
Marriott "Marriott has made more than $5
million in bookings from people who clicked through to the reservation page from Marriott's blog."
ROI Case Study
Dell “Dell Computers announced today
that it has now sold more than $6.5 million in product through links broadcast out to its Twitter followers”
Google Analystics
Twitter Search
Google Alerts
Social Mention
SM2 Alterian
Contact MeBooth No. [email protected]@expeditusmedia.com Twitter.com/rodericklowFacebook.com/rodericklow