B2B Social MattersGoal Setting, Measurement & ROI

August 21, 2012Jamie Duklas, Co-Founder, Video Go Go

@jduklas

Introduction

• I’m tall• Co-Founder of Video Go Go:

Agency + Production Studio, creates & promotes social videos

• Previously Director of Social Media for Booyah Advertising

• Developed social strategy for DISH Network, Fiji Water, Blockbuster, Vail Resorts, Jeppesen & more

@jduklas

Agenda

• Why Social?• Social Marketing Landscape• Goals• Tracking & Measurement• ROI

@jduklas

Does Social Media Impact Your Business?

Ask yourself:• Do I need to be on Facebook? Why?• Where are my customers talking online?• Where are my competitors talking?• What expectations do my customers, business

partners and others that interact with my brand have?

HINT: If your customer is online, social media does matter. You want to talk where they are talking.

@jduklas

Social Marketing Landscape

ROI

Paid Media

Earned Media

Owned Media

Content Syndication

Goals

Social Media Strategy

Your Website

@jduklas

Social Media: It’s Not Magic

@jduklas

Email Marketing Similar to FB Marketing

Email list sizeOpen rateEmail creativeCopywritingEmail softwareSend frequencyUnsubscribes

= Facebook fans= Engaged fans= Profile, Timeline & post images= Copywriting= Facebook Insights & other SM

software= Posting frequency= Unsubscribes

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Decide Which Metrics Matter

• Traffic Driven• Impressions• Social Mentions• Revenue• Leads• Social Reach (fans, engaged fans)

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Determine Benchmarks

• 16% of fans see a FB post• .5 to 1% engagement rate per FB post (smaller

pages should be higher; top posts get 2 or 3%)• .3 to 1 retweet for each tweet

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Create Real Goals

I want 350 visits from Facebook to my website each month:

20 link posts X (Fans X % Who See Post X % Who Click) = 350

20 link posts x (Fans X .16 X .02) = 350 Visits

20 link posts x (5,500 Fans X .16 X .02) = 352 Visits

@jduklas

Tracking: Social Media Software Monitoring Engagement Management Promotions Influencer CRM BloggersFree Google Alerts TweetDeck Postling Wildfire Klout Social Mention Hoot Suite North Social PeerIndex Kred Paid Buddy Media Buddy Media Buddy Media Traackr Technorati Trackur Shoutlet Shoutlet Shoutlet Spot Influence BlogDash Meltwater Buzz Involver Involver Involver mBlast - mPact BlueGlass Scout Labs Scout Labs Wildfire Wildfire BlogFrog BlogFrog Sysomos Sysomos North Social North Social Radian6 Radian6 Radian6 Argyle Social Argyle Social Argyle Social Offerpop Awareness Awareness Woobox Alterian SM2 Alterian SM2 Extole Collective Intellect Collective Intellect Votigo Spredfast Spredfast Spredfast Spredfast Social Chorus Social Chorus Bigprize Viral Heat Fanzilla Nielsen Buzzmetrics Virtue Sprout Social Sprout Social AddThis Visible Technologies Visible Technologies Upickem Fanappz

Fanbuildr

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Tracking: Assisted Sales & Leads

Multi-Channel Attribution: Crediting social for referral traffic that later converted into a sale or lead

@jduklas

Tracking: Common Paths to Lead/SaleIt often takes five to seven touch points to convert

someone:

• Visitor is cookied for a 30 day window

• Social can be first visit (awareness), middle (top of mind) and final (converter)

• See how social interacts with our other ad channels

@jduklas

ROI: Social Reach

There are several ways to measure social reach:Fans (total likes)Engaged Fans (fans that interacted in the last month)Social Reach (monthly posts X engaged users)

Who Has Better Social Reach?Company: 14,614 likes OR 63 X 1,039 = 65,457 ReachCompetitor: 20,360 likes OR 29 X 1,114 = 32,306 Reach

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ROI: Media Valuation

• Equating Social Impressions to their CPM advertising value

• Facebook: 8,000,000 impressions ($0.60 CPM)• Twitter: 200,000 impressions ($1 CPM)• Monthly media valuation = $5,000

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ROI: KPI Dashboard

Key Performance Indicator Total (Goal) Percent Goal

Leads 20 13.2 151%

Revenue $35,000 $12,000 292%

Fans 14,081 13,458 105%

Reach 84,345 80,000 105%

Media Value of Impressions $5,235 $4,000 131%

Traffic Driven to Website 2145 592 199%

Traffic Driven to Blog 1309 361 196%

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Summary

• Decide how and where you should be doing social media

• Start with goals• Create benchmarks / Key Performance Indicators• Track everything, report on what matters• Social Media ROI is there!

@jduklas