A Case Study of SM ROI and Affordable Tools to Define it:

A Road Map

Tara Coomans@TaraCoomans#akamaimkting

What You Measure,Depends on Your Destination.

Increase sales

Reduce Cust. Serv. CostsCreate community Increase web traffic Increase reach

Grow brand awareness

BIZ

GOALS

ROI Data

Exposure Visits, Views, Followers, Fans, Subscribers, Reach, Mentions

LoyaltyBrand

Awareness

Increased leadsCommunity

SM

GOALS

Influence Share of voice, Sentiment, Key Influencers,

Brand Awareness

SM

GOALS

EngagementClicks, RT, Shares, @Replies, Comments, Likes, Photo Views

Increased

web traffic Increased sales

Community Cust Serv

Cost

SM

GOALS

Action/Conversion

Downloads, Webinar Attendees, Lead Generation Forms, Call to Action

Increased leads

Increased sales

SM

GOALS

Exposure GA, TweetReach, Twitalyzer, Hootsuite

Influence Klout, PeerIndex, Social Mention

Engagement GA, Hootsuite, Twitalyzer, FB Insights

Conversion GA, Sales Reporting, Etc.

SAMPLE CASE STUDY: Menu Launch

ROI

• Invite 10 Food Bloggers, local and national to review

• Choose variety of writers and photographers, write a minimum of 2 posts on their outlets.

• Articles are written about the menu launch in local pubs as a result of blogger attention.

• Bloggers also post on Facebook & Twitter

ROI: Influencer Program CostsSet Up Social Media Assets Market Value

Install & Customize of Platforms (blog, Twitter, Facebook, Flickr, gmail)

$5,000

Training of Personnel $3,150

Social Media Monitoring $4,375

Social Media Consulting / Campaign Strategy / Producer Costs

$10,000

Final Report and Data Analysis $2,500

Cost of Content Creation $10,000

Cost of brand-owned content creation $5,000

$40,025

ROI: Incoming Clicks

EXAMPLE: •2500 New Visitors •500 Using Desired Keyword Term • Average CPC . $2.06

CPC Value: $5,150

adwords.google.com

EXAMPLE: •Average check increase of $2.00/check •Increased traffic by 10 people/day •Reservation rate up 20%•Reservations spend up to 10% more•Revenue Increase: $5,000 during 30 day campaign

ROI: Increased Revenues

EXAMPLE: •25 Blog Posts, local & regional•1 Article in NonStop Honolulu•1 Article in Honolulu Weekly

PR Value: $39, 750

ROI: PR Value

Based on: •Trust Factor•Relevance Factor •Quantity

Measuring: Value of conversation & actions, reach in social outlets from food blogger fans

WOM Value: $55,750

ROI: Word-of-Mouth Value

Klout PeerIndexTwitalyzer

TweetReach

Value of Incoming Traffic+PR Value +

Word of Mouth Value +Product Development (savings) +

Customer Service (savings) +Increase in Revenue (or other strategic goals) during campaign

Cost of Social Media Program

ROI

TOTAL ROI

$40,025$106,375

=63%

Keys for tracking social media success:

•Preparation•Creating KPI’s that suit Business Goals

Social Media Metrics & ROI are different:

• Done for different reasons • Run on different “fuels”

key take aways

Social Media ROI Models should represent the various business areas that are impacted by social media.

•Public Relations•Word-of-Mouth •Sales•Customer Service•Product Development

key take aways

Mahalo!

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@taracoomansfacebook.com/AkamaiMarketing