Can you measure conversations?

Managing Social Media ROI

Social Media is Like…….

“Social Media is like teen sex. Everyone want to do it, but nobody know how. When it’s finally done, there is surprise it’s not better”

Avinash Kaushik – Analystics Evangelist, Google

ROI is……

What Are You Investing?Time Money Reputation

Non-Financial Impact

Website Visitors Positive WOM

Impressions Youtube views

Click throughs Negative WOM

Retweets Blog comments

Facebook fans Social Mention

Twitter Followers Page views

It’s All About the Money!

Financial Impact

No. of purchase No. of orders placed

No. of registrations No. of calls

No. of discounts give No. of download

No. of videos uploaded No. of coupons redeem

Your ROI Blue PrintDefineStrategy ExecutionEvaluate

Define Your Success Metrics

Support cost reduced Increase in new customers

Increase in sales Increase in blogs that linked to your website

Increase in people that tweet about us

Increase in number of repeat customers

Number of coupons redeemed

Increase in enquires

Strategy - Example 1

To Innovate products and Services

Success Metrics Goal By

Number of good suggestions that company have not thought of

N number of suggestions collected per month and N number that is actually implemented

Starbucks

Number of suggestions that they can actually implement

Strategy - Example 2

Measure AuthoritySuccess Metrics Goals By

Amount of influential blogs linking to them

N Pagerank by certain timeframe

CopyBlogger

Pagerank relative to competitors

Nth position in pagerank relative to competitors by certain timeframe

Amount of organic traffic per month

N% of organic traffic per month

Amount of traffic that converts to sales

$N per month attributable to referrals from blog

Evaluation

ROI Case Study

Southwest Airlines“Southwest Airlines attributes more

than $1 million in additional ticket sales to it’s presence on Twitter”

Marriott "Marriott has made more than $5

million in bookings from people who clicked through to the reservation page from Marriott's blog."

ROI Case Study

Dell “Dell Computers announced today

that it has now sold more than $6.5 million in product through links broadcast out to its Twitter followers”

Google Analystics

Twitter Search

Google Alerts

Social Mention

SM2 Alterian

Contact MeBooth No. E31roderick@adonaitraining.comrod@expeditusmedia.com Twitter.com/rodericklowFacebook.com/rodericklow