How to Measure the Impact of Social Media
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Transcript of How to Measure the Impact of Social Media
www.astekweb.com © 2012 Astek Consulting LLC
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
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What are you measuring and why?
How are you measuring?
I have data! Now what?
The Questions
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What are you measuring?
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What are You Measuring?
ProductServiceEventBrand
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Your Platforms to Measure
FacebookTwitterBlogLinkedInInstagram / FlickrPinterestYouTubeTout/ViddyPodcast
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What Provides Better ROI
FacebookTwitterBlogLinkedInInstagram / FlickrPinterestYouTubeTout/ViddyPodcast
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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
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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
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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
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BUT…
Are YOUR readers and customers engaging on those platforms?
AND
Are your POTENTIAL readers and customers?
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Research and Pick Your Platform(s)
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Research and Pick Your Platform(s)
Platforms for:Current AudienceProspective AudienceSEO
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How are you measuring?
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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
Chat)
Social Media
Online Ads
A to B to C to Goal
Click Click
Click
ClickClick
Click
ClickClick
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Think in Campaigns
General EngagementNewslettersWebinarsPurchasesEvents
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Case Study: Drive for Innovation
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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
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Case Study: Drive for Innovation
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Case Study: Drive for Innovation
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It Doesn’t Have to Be Temporary
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It Doesn’t Have to Be Temporary
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Oh the Tools…
For ClicksGoogle AnalyticsOmnitureHubspotArgyle SocialBit.ly
For ListeningRadian6SysomosSM2CustomScoopSproutSocial
Complete List: http://bit.ly/stmjRF
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Listening(Sprout Social)
Click & Conversion(Argyle & Google
Analytics)
Listening & Click
(Sprout Social & Argyle)
Click(Argyle)
Click(Argyle)
Click(Argyle)
The Path & Its Platforms
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I have data! Now what?
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Even MORE Tools…
For TranslationSocialBroSprout SocialHubspotTwenty FeetHoot Suite
Making it PrettyArgyleGoogle DrawingAdobe Acrobat ProCustomScoopSproutSocial
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Example: Increasing Your Content Circulation
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Example: Know Your Audience
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Landing Page
Blogger posts
EmailYour blog
posts
Example: Blogger Outreach for Incentive
Blogger’s Social
Media
Your Social Media
Trackable Link
Same Trackable Link
Report
Data Dump
Find BloggersListening/Engagement
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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
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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!
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Case Study: Make a Wish
GoalsIncrease visitor loyaltyGain more subscriptionsEarn content sharesVisitor promotionReceive page views of critical pages
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Case Study: Make a Wish
BenchmarksDonationsVolunteersWish Referrals
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Case Study: Make a Wish
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Do the Math Regularly
Set a baseline to measure fromStalk those clicksMeasure Sentiment
Do one, do two, do all three!
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Don’t Believe The Lies
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Social Media: The Lies
ROI doesn’t matterSocial media is freeSocial media is all about salesAll social media is measurableThe math is simple
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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
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Now that I’ve completely
overwhelmed you…
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Start with the basics and GO
Select your goalsAdd benchmarks to those goalsPick your tools
ListeningClicksReporting
Set up a scheduleSet expectationsGet going!
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Thank You!
[email protected]/RachelYeomans
Twitter.com/AstekWebLinkedIn.com/in/RachelYeomans