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Measure Social Media ROI on a Young Campaign
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Transcript of Measure Social Media ROI on a Young Campaign
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ROI on a Young Social Media Program
What Facebook and Twitter are doing for a company’s new Social Media program so far
Janine A. SouthardNovember 12, 2008
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FACEBOOK IMPRESSIONSDo you trust your friends’ taste?
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Growth of Facebook fans since Community Manager involvement
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Is that growth natural or guided?
• Fan growth by ORDER OF 10 with campaign!• Expected fan growth for 10/19-11/19 to make the next order of 10 (at 1000
new fans)
Month ending # of fans Fan growth Event
7/19/08 158 0 Started page
8/19/08 225 67 No action
9/19/08 464 239 Community Mgr begins to post and interact
10/19/08 1023 559 Comm Mgr talks with fans
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Monthly Facebook impressions
Month Ending Facebook fans New Facebook fans
Total new impressions of Page*
Total new views of OUR NAME**
Total unique FB Page impressions***
Total free advertising of our name****
7/19/2008 158 0
8/19/2008 225 67 335 3,350 3,373 3,575
9/19/2008 464 239 1,195 11,950 11,996 12,414
10/19/2008 1023 559 2,795 27,950 28,052 28,973
11/19/2008 2000 977 4,885 48,850 49,050 50,850
* Total non-fan views: Assume for every 5 people who see the Facebook page, 1 signs up. Total non-fan views, then = 5*(new fans)
** Total non-fan views of OUR NAME: assume that 1 person views our page for every 10 people who see that a friend has joined us. Then, non-fan views of OUR NAME alone = 10*(total non-fan views of Page)
*** Total FB Page impressions = total non-fan impressions + (0.1)(current fans) <-- chose 10% of current fans because all will get a message to their homepage, but we only get about 100 unique visitors daily
**** total free advertising is all sitings of our name from the page. Includes all non-fan views + all fans (since all fans get a notice of an update, and I make at least two per week)
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TWITTER IMPRESSIONSFollowers and their followers
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Weekly twitter fan growth
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Weekly twitter impressions
• Current data is for weekly – have not had more than one month of data
Week Ending # of fans new fans public "@ replies"# of non-follower impressions of our name*
Saturday, October 04, 2008 10 5 300
Saturday, October 11, 2008 15 5 2 98
Saturday, October 18, 2008 30 15 6 942
Saturday, October 25, 2008 50 20 11 1,742Saturday, November 01,
2008 145 95 29 5,899Saturday, November 08,
2008 170 25 18 2,480
* Calculated from total number of followers for each public reply less the number of fans we have (which simulates crossover audience)
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COMBINING MEASUREMENTSHow to compare apples and applesauce
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Weighting conventions so that items can be compared against each other
Impressions category relative weightin terms of Facebook name recognition
Twitter follower 3 Facebook fans 90Twitter name recognition (@ replies) 10 Facebook name recognitions 10
Facebook fans 10 Facebook page reviews 30
Facebook page views 3 Facebook name recognitions 3
Facebook name recognition 1 Facebook name recognition 1
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Monthly weighted impressions
Month of Twitter followerstwitter name recognitions Facebook fans
Facebook page views
Facebook name recognition
Weighted Impressions (in terms of Facebook name recognitions)*
Weighted Impressions (in terms of Facebook page views)**
7/19/08 0 0 158 4,123 39,806 52,792 17,597
8/19/08 0 0 225 4,193 39,904 55,040 18,347
9/19/08 0 0 464 4,435 40,174 62,964 20,988
10/19/08 170 3378 1023 4,997 40,763 123,727 41,242
11/19/2008 170 3378 2000 49,050 50850 251,230 83,743
* summation of weight of twitter followers: twitter followers x 50weight of twitter name recognition: twitter name recs x 10weight of Facebook fan: Facebook fans x 30weight of Facebook page view: Facebook page views x 3Facebook name recognition (accounting for page views already counted): Facebook name recognition - Facebook page views** prior summation divided by 3
11/19/2008 line: forecasted from 11/12
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Monthly Weighted impressions(campaign reflected 8/15 – 11/1)
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BENEFITS IN TERMS OF US$
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ROI – valuation of impressions
Month of
Weighted Impressions (in terms of Facebook name recognitions)
Value of single ad impression*
Social Media ROI as Ad impression
Minimum value of a Google Click**
Social Media ROI as targeted ad
7/19/08 52791.6 0.005 $263.96 $0.01 $527.92
8/19/08 55039.8 0.005 $275.20 $0.01 $550.40
9/19/08 62964 0.005 $314.82 $0.01 $629.64
10/19/08 123727 0.005 $618.64 $0.01 $1,237.27Forecast:
November 19, 2008 251230 0.005 $1,256.15 $0.01 $2,512.30
* Value of single ad impression taken from what company in question currently pays in Ad Impressions** Social Media impressions are like highly targeted ads, such as Google SEM ads. Minimum value of a Google Click taken from Google's cost-per-click figure 11/12/08
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APPENDIXScope and Quotes from Real Analysts
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Scope
• This analysis did not include– Static and small social media which may have more
impact in the future: Steam OGG, YouTube
– Stickiness considerations (i.e., value of obsessive page checkers who come back over and over)
– Future projects planned
– Track backs to corporate website itself (not enough data at this point in time)
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Social Media Goals
• If the goal of social media is direct ROI, then this is a complete analysis for the data available
• Other goals of social media:– Participation & Engagement
– Reputation
– Name recognition
– Retention
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Fan multipliers
• Getting the attention of a big name leads to a lot of publicity
• E.g., company’s twitter jumped from 50 to 150 in three days, thanks to getting a public mention by user “trixie360” who has 1700 fans.– Cultivating relationships with big names, and
seeking out mentions from them, keeps company visibility growing