PubCon Social Media Analytics - Short Presentation
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Transcript of PubCon Social Media Analytics - Short Presentation
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
Exposure Visits, Views, Followers, Fans, Subscribers, Reach, Mentions
LoyaltyBrand
Awareness
Increased leadsCommunity
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
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!
Join me online for more resources and conversation: www.akamai-marketing.com
@taracoomansfacebook.com/AkamaiMarketing