From Social Media Benchmarks to ROI: How to Begin with the End on Mind

LightspanDigital.com @manamica #ContentJam

FROM BENCHMARKS TO MEASUREMENT

All You Need to Start with the End in Mind

Mana Ionescu, Lightspan Digital

http://LightspanDigital.com


WHAT’S A BENCHMARK?



WHY BENCHMARK

1. Measure Quality 2. Set Goals

You can’t benchmark without doing



WHAT’S THIS R.O.I THING?



REASONS WHY PEOPLE TALK ABOUT ROI

#1 - TO IMPRESS A BOSS



MORE REASONS WHY

#2 Because it makes you look smart

!& !

#3 May get you out of stinky situations



AND OTHER ROIS

Return on: ● Influence ● Engagement or...



*From Urban Dictionary



WHAT’S R.O.I?ROI =

(Gain from Investment - Cost of Investment) divided by

Cost of Investment



IT MAY SEEM IMPOSSIBLE



YOU CAN GET AND MEASURE RESULTS

BUT ...



STEP 1: REPEAT AFTER ME

!THERE IS NO FREE MARKETING

Money often costs too much.” – Ralph Waldo Emerson



STEP 2. DEFINE THE R = RETURN

Patience is bitter, but its fruit is sweet. Jean-Jacques Rousseau


http://www.brainyquote.com/quotes/quotes/j/jeanjacqu122782.html

http://www.brainyquote.com/quotes/authors/j/jeanjacques_rousseau.html


What to Look For by Channel & Objective Email Marketing: Data Points What it Tells U

Open Rate = Opens / Delivered Sender recognition and quality subject lin

Click Through Rate = Clicks / Open Opportunities to click (links

Conversion rate = Buys / Delivere How well your integrated marketing does - your messages have been cohesive and compellin



WHAT TO LOOK FOR BY CHANNEL & OBJECTIVE

Data Point What it Tells Us

Page Likes 80% of page likes come from existing fans

ReachGood calls to action

Reader interest Opportunities to click (links)

Engagement How well your integrated marketing does - your messages have been cohesive and compelling

Facebook



Data Points What it Means

Traffic to the website

Unqualified Leads

Goal Conversion You got some Action!

Per Session Value Your bang for the buck



TWITTER DATA POINTS


Followers nothing

Impressionsif above average, your content is inviting shares, or your content was published at a peak hour, or both.

Engagement Rate

Your content was designed to drive action




Visits your tweets make readers want to read more

Conversion rate

your website does a good job at moving the twitter visitors to

contact you



YOUR NEW MANTRA



LOOK FOR CHANGE



BUILD A DASHBOARD



NOW



1. How to get the most with the least effort 2. When and where it’s important to invest more 3. Which type of marketing you want to do really well on



START WITH...From 0 to 500

From 1,000 to 2,000 From x to 10% above x



WORK BACK FROM THE GOAL!

If you want 100K fans on Facebook, be prepared to invest $100K !

But first... ask “why” 5 times



TEST AND LEARN


From Social Media Benchmarks to ROI: How to Begin with the End on Mind

Marketing

Transcript of From Social Media Benchmarks to ROI: How to Begin with the End on Mind