How to Track Social Media ROI by Katy Katz

Hi, My Name is Katy! •  Content Director, Inturact •  MBA with over 10 years in

marketing •  Speaker at conferences

including Pubcon, Zenith, and MnSearch

•  Published on Search Engine Journal and YouMoz

•  Board member of Houston Interactive Marketing Association (HiMA)

@KatyKatzTX

So, Social Media ….

•  Where should I be spending my time?

•  It takes so much time to be personal, how do I know I’m actually making a difference?

•  Metrics are great, but what about profits?

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Plan for Results

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Organic Social Media is about

• Public relations • Relationship building • Brand reputation

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Paid Social Media is about

Profit

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They’re both important,

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but for different reasons.

Today I’ll Talk About •  Organic Social Media

o Where to focus o How to measure the value of efforts

•  Paid Social Media o Choosing options o Best practices

o Measuring return

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#1 Know Thy Customer •  Take the time to build accurate personas •  Conduct target market research

o  Survey customers o  Create gated content to website o  Analyze social behavior o  Utilize a third-party data aggregator

•  Divide results into persona buckets (3-7) •  Make them personal and detailed

•  Tell a story

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Personas NAME JOB TITLE •  Value statement

DEMOGRAPHICS •  Age •  Income •  Education •  Salary •  Location •  Family

GOALS AND CHALLENGES •  Values and

fears •  Issues at each

stage of buyer’s journey

SOCIAL BEHAVIOR •  Information

Seeker •  Fan •  Influencer •  Detractor

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You’re able to COMMUNICATE

Once you know your customer,

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Communication

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Inauthenticity …

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… or worse

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Communication is imperative

•  Social media is designed for communication

•  Relationships are a two-way street •  Be a good listener •  Strive for agile response times

•  Continue the conversation across modalities

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You can align their needs with your goals

Once you know your customer,

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Organic Social Media • Set SMART goals • Measure your results • Be comfortable with only

having part of the story

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The Scientific Method •  Ask a question Purpose

•  Do background research Research

• Measurable idea Hypothesis

•  Test multiple variations Experiment

•  Review the data Analysis

•  Summarize results, learn, grow Conclusion @KatyKatzTX

Purpose •  What is your SMART goal? •  What are you hoping to achieve from

this campaign? •  Example of a good purpose:

o  I want to increase traffic to my new landing page by 70% in the next 30 days.

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Research •  Verify goals are attainable •  Research best social avenues •  Decide course of action •  Add to the KPI:

o  I want to run a Facebook contest to increase traffic to my new landing page by 70% in the next 30 days.

o  Are there any keywords that will resonate? o What imagery will grab the persona?

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Hypothesis •  An idea you can test •  What everything is measured against •  Tie your KPI to a business objective •  Example KPI:

o  The Facebook contest will increase traffic to my new landing page by 70% in the next 30 days and drive 25 new customer leads.

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Experiment •  Execute multivariate campaigns •  Test multiple strategies (vary color,

text, etc.) •  Measure and make agile changes

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Analysis •  Measure, measure, measure •  Review results with common language

o  Applause – pluses, favorites, likes, etc.

o  Amplification – social shares o Conversation – comments, threads, etc.

•  Find a tool that works for you (e.g. True Social Metrics, Hubspot)

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Conclusion •  Track your campaign like a case study •  Report the positive and negative

outcomes of the campaign •  Did you meet your objective? •  What did you do well? What could you

have done better?

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More Social KPI Resources

•  Measuring Community: KPIs and Social Media Metrics for Community Building, Mack Web Solutions

•  Measure Macro AND Micro Conversions, Occam's Razor

•  Social KPI Goals Worksheet for ROI, AimClear

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Pay to Play Take it up a notch and

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The Lines Are Blurring

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And the options are GROWING

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Facebook

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Facebook Targeting •  Demographics (location, age, gender,

relationship, education, job title) – build a custom, reusable audience

•  Interests (from cross fit to TV shows) •  Behaviors (intents, device usage) •  Connections (pages, people, etc.)

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Instagram

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Twitter •  Target hashtags or conversations •  Target followers of influencers •  Set up Twitter cards for conversions •  Check out more tips here

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LinkedIn •  Sponsored updates or right-hand ads •  Text, image, or video ads •  Target by location, company, job title,

or bio information

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For all paid platforms,

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tie campaign to a profit-driving goal.

Bottom Line •  Take a scientific approach •  Rely on the data for decisions •  Build SMART KPIs

•  Tie goals to measurable business objectives •  Account for the intangible benefit of organic •  Don’t discount the power of paid

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Thank You!

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