How to Measure the Impact of Social Media

M e a s u r i n g t h e I m p a c t o f

S o c i a l M e d i a

S I P A A n n u a l C o n f e r e n c e 2 0 1 2

Rachel YeomansMarketing Director | Social MediaAstek

#SIPASocial

What are you measuring and why?

How are you measuring?

I have data! Now what?

The Questions

What are you measuring?

What are You Measuring?

ProductServiceEventBrand

Your Platforms to Measure

FacebookTwitterBlogLinkedInInstagram / FlickrPinterestYouTubeTout/ViddyPodcast

What Provides Better ROI

FacebookTwitterBlogLinkedInInstagram / FlickrPinterestYouTubeTout/ViddyPodcast

The Numbers

FacebookAverage user is connected to 80 community pages, groups & eventsGlobal Audience: 656,870,980US Audience is 23% of Global8,695,560,138 visits/month

Data from Compete.com

The NumbersTwitter

31,017,254 unique visitors over the past 6 months59,471 websites refer traffic to Twitter1,399,127,428 average number of visits/month from December-February

Data from Compete.com & Quantcast

The Numbers

YouTubeYouTube is the second largest search engine on the web50% of YouTube’s 300 million users go at least once a week

Data from engaugemedia

BUT…

Are YOUR readers and customers engaging on those platforms?

Are your POTENTIAL readers and customers?

Research and Pick Your Platform(s)

Platforms for:Current AudienceProspective AudienceSEO

How are you measuring?

Message:At 1pm hear from Expert

on increasing your web

traffic.

Thank You Page with embedded ebook or related

articles with discount

Website Landing

Page(Live Online

Social Media

Online Ads

A to B to C to Goal

Click Click

ClickClick

Think in Campaigns

General EngagementNewslettersWebinarsPurchasesEvents

Case Study: Drive for Innovation

GoalsGain new leads

Register to follow the editor of the magazine and his journey

SEO and brand growthBlog posts and video from the journey

Showcasing expertiseFeatured technical information about the Volt and automotive engineering & electric vehicles in general

Keep those new leads coming backWeekly incentives & games

It Doesn’t Have to Be Temporary

Oh the Tools…

For ClicksGoogle AnalyticsOmnitureHubspotArgyle SocialBit.ly

For ListeningRadian6SysomosSM2CustomScoopSproutSocial

Complete List: http://bit.ly/stmjRF

Listening(Sprout Social)

Click & Conversion(Argyle & Google

Analytics)

Listening & Click

(Sprout Social & Argyle)

Click(Argyle)

The Path & Its Platforms

I have data! Now what?

Even MORE Tools…

For TranslationSocialBroSprout SocialHubspotTwenty FeetHoot Suite

Making it PrettyArgyleGoogle DrawingAdobe Acrobat ProCustomScoopSproutSocial

Example: Increasing Your Content Circulation

Example: Know Your Audience

Landing Page

Blogger posts

EmailYour blog

Example: Blogger Outreach for Incentive

Blogger’s Social

Your Social Media

Trackable Link

Same Trackable Link

Report

Data Dump

Find BloggersListening/Engagement

If You Want to Do the Math(Results - costs) ÷ costs = ROI

What we mean by cost:Content creationTraining Software/ToolsLabor

HINT: If you don’t outsource or hire internally, take their daily rate and divide by the amount of time per day on social media

If You Want to Do the Math(Results - costs) ÷ costs = ROI

What we mean by results:Identify your key metrics

Total salesSelect your performance baselines for the metrics

Number of transactionsAverage order sizeCost per acquisitionDon’t forget about cost savings!

InfluenceFocus on customer loyalty programs and referrals for outgoing influence trackingThis is where listening tools come into play!

Case Study: Make a Wish

GoalsIncrease visitor loyaltyGain more subscriptionsEarn content sharesVisitor promotionReceive page views of critical pages

BenchmarksDonationsVolunteersWish Referrals

Do the Math Regularly

Set a baseline to measure fromStalk those clicksMeasure Sentiment

Do one, do two, do all three!

Don’t Believe The Lies

Social Media: The Lies

ROI doesn’t matterSocial media is freeSocial media is all about salesAll social media is measurableThe math is simple

Social Media: The Truth

You’re spending time and money on this – you want proof that it’s worth itSocial media takes a lot of time, resources, and yes - moneySocial media is about engagement and savingsConversations are not clicksThe math changes per equation

Now that I’ve completely

overwhelmed you…

Start with the basics and GO

Select your goalsAdd benchmarks to those goalsPick your tools

ListeningClicksReporting

Set up a scheduleSet expectationsGet going!

Thank You!

Rachel.Yeomans@AstekWeb.comTwitter.com/RachelYeomans

Twitter.com/AstekWebLinkedIn.com/in/RachelYeomans

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