Social Media Measurement and ROI: Making the Connection from Monitoring to the Bottom Line...
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![Page 1: Social Media Measurement and ROI: Making the Connection from Monitoring to the Bottom Line @tacanderson @neilbeam February 18, 2010 @tacanderson @neilbeam.](https://reader035.fdocuments.us/reader035/viewer/2022062714/56649d405503460f94a19fbb/html5/thumbnails/1.jpg)
Social Media Measurement and ROI: Making the Connection from Monitoring to the Bottom Line
@tacanderson@neilbeam
February 18, 2010
@tacanderson@neilbeam
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Shout Outs…
• Tableau…• Our SMB handlers… esp. Colleen, Colin, Warren, Heidi
• Wine Gal…• Job Seeker…• My ride here today!
All of you for joining us here in person and online!
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Disclaimer…
Our views are our own, not necessarily those who provide our paychecks
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What are we going to tell you…• ROI is a Monetary Metrics
• Attribution is a KEY most everyone is missing
• Timeframe is another key
• Scope of ROI is different for everyone
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How are we going to tell you…
• Stories– Ben’s Story– ATTCustomerCare
Format: One of us shares, the other adds color… hopefully this works
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From Sean last month…
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Tom’s Story
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Let’s get started: Ben’s Story
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Weak ROI ties, but a start
Some considerations• 3700 message views for
1 post• Net Promoter
Attribution (20 pts in 14 months)
• Brand Reputation• SEO• Capturing the
unexpected
Taking it a step further…• Benchmark before and after
the program– Sentiment– SEO– Mentions
• Establish values to human activity: i.e. – $0.02 per view; – $2 for a review; – $1 for a Kudo/net Up-Vote – $10 for a “Solution”
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Strong(er) Impact Metrics
Some considerations• 1000 tweets per month
* 15 staff• cSat• Neg. trends are down• Monitoring to address
comments off AT&T Sites
Taking it a step further…• Map Call Drivers to
Social Tactics• Publish Score Card with
ROI
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PR/ARDigital Communications
Monitor CRM Analytics
Customer Conversation Traffic Data Filtered by IP
Product/ServicesOffers
DirectMarketing
Socially ActiveCustomers
Socially Integrated Sales
WebMarketing
Socially ActiveEmployees Actionable Sales Info
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Social Sales
• Shorter Sales Cycles• Increase Renewal Rate• Increased Up sell• Direct ROI
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Where can you take this…
• Sales: Social Ads– Control group vs.:
• Conversions per 1K impressions (CPTI)• Cost per Conversion
• Customer Service: Call driver attribution– Formula of Importance {AHT, FCR, Number of calls}– Match Social tactics to the key call drivers
• Example: Brand Awareness – Arbor Day – Going Green– Social Monitoring/Listening (before and after):
• Sentiment• Mentions
– Map the social graph and understand expanded relevant reach and the interaction levels that occur w/in the graph
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What did we try to tell you…• ROI is a Monetary Metrics
– Most organizations like to report “impact” metrics and suggest these are ROI
• Attribution is a KEY most everyone is missing– Benchmark, set baselines and watch movement– Survey for attribution, root cause of a behavior– Design for ROI, establish a control group
• Timeframe is key– Sales investments & returns tend to be faster, but less sustainable– Service tends to take longer, but trends towards sustainability
• Scope of ROI is different for everyone– Project Scope – most common– Utility Scope – most comprehensive– Person Scope – the future (that’s why everyone talks about those influencers)
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Resources
WOMMA Metrics Guidebook: http://issuu.com/womma/docs/metricsguidebook(available for viewing at this link until 3/5) – or ask Neil to send you a copy
SMAC Metrics: http://wiki.smac.org
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Q & A