Instructed by Nichole Kelly.

1. Reporting ROI to the
C-Suite
Nichole Kelly
President
SME Digital

2. Agenda
• Why is Measurement So Hard?
• What Managers Want / What Executives Want
• How to Translate Social Media To Executives
• Understanding Social Media Goals
• What You Need in Your Toolkit
• Equalizing the Data
• Analyzing / Presenting the Data
• Case Study

3. Nichole Kelly
• President, SME Digital
• Author, How to Measure Social
Media: A Step-by-Step Guide to
Developing and Assessing Social
Media ROI
About Me

4. Today You Will Learn
• Show your CEO and CMO that you understand what
really matters in business and where social media fits
• Connect social media impact to core business objectives
like sales volume, revenue and costs
• Get the right framework in place to get bottom line
metrics
• Understand whether or not your social media publishing
process is preventing accurate measurement results
• Get the ammo you need jump start your career by
learning how to translate social media into their language

5. Poll # 1
• Polls are 120 characters or less. Answers are less than
30 characters.
• Can you measure revenue generated from social media?
– Yes
– No
– Kind of

6. Why is Measurement So Hard?
• Social Media Measurement Tools
• Social Media Monitoring Tools
• Web Analytics
• CRM
Everyone claims to measure “ROI”.
You can’t measure social media ROI
without a connection to CRM.
There is a lot of confusion

7. Why is Measurement So Hard?
• Trying to redefine ROI
• Creating new metrics based
on social media language
• Expecting executives to “get”
social
• Lack of understanding for
how new social metrics relate
to core business objectives
likeable.com
WE are Making Measurement Hard

8. Why is Measurement So Hard?
• Social channel
• Website
• CRM
It’s time to connect the dots…the right dots

9. Why is Measurement So Hard?
• What is our web analytics package?
• What is our CRM package?
• Can we pass campaign data into the CRM from the
website?
• How are we doing that now?
• How can we integrate traffic from the social channel into
that process?
Sounds easy…but it isn’t
Ask yourself:

10. What Managers Want
• To understand what is and isn’t working
• To show the value in their efforts
• To optimize their results
gainresume.blogspot.com

11. What Executives Want
• Sales Volume
• Revenue
• Cost
The Bottom Line
odysseyhps.com

12. How to Translate Social Media to
Executives
• Leverage existing metrics with history and benchmarks
for acceptable results, stop waiting for new ones
• Align social media to core business goals
• Understand that social is one channel in the marketing
mix
• Show social media results in context with other
marketing channels
odysseyhps.com
The minute an executive asks,
“what is Twitter”, you’ve LOST!

13. How to Translate Social Media to
Executives
• Executives understand one thing…The Bottom Line
• They live, eat, and breathe the sales funnel
• Show how social media fits into the sales funnel
odysseyhps.com
freelancecrunch.com

14. How to Translate Social Media to
Executives
• Social media extends our sales funnel
• Social media helps us get to new customers before our
competition
• Social media helps us foster relationships with existing
customers
• Social media helps us generate brand awareness
odysseyhps.com
What Executives Need to Know

15. Understanding Social Media Goals

16. Understanding where Social Fits

17. Understanding where Social Fits

18. Understanding where Social Fits

19. Understanding where Social Fits

20. What You Need in Your Toolkit
• HootSuite, Raven Tools and
Argyle Social integrate with
Google Analytics
• Google Analytics integrates
with e-commerce or
marketing automation
software such as Paradot
• E-commerce or marketing
automation software
integrates with CRM such
as Salesforce
prlog.org
If you can’t get to CRM
today…you can still provide
metrics that matter to
executives

21. What You Need in Your Toolkit
• Type your status update
• Put in your link
• Click on the gear to the left of
the shrink button
• Select Google Analytics under
“Add customer URL
parameters”
HootSuite’s Golden Egg:
Add Campaign Tracking to Shortened URLS

22. What You Need in Your Toolkit
Google URL Builder
Add Campaign Tracking to Shortened URLS

24. What You Need in Your Toolkit
Create a System for Campaign Parameters
• Source = Social Media Channel, i.e. Twitter, Facebook
• Medium = Social Media Account (if the client has multiple
accounts) or Content Type i.e. status update, photo, video etc.
• Campaign = the campaign name
You can add numbers in the campaign field
so you can track back to an individual tweet

25. What You Need in Your Toolkit

26. What You Need in Your Toolkit
Google Analytics Social Reporting
• Social Media Assists
• Conversion by Social Channel
• Path to Conversion
• Social Plug-in Analytics
Requires Code to Be Installed

27. Equalizing the Data
• Online Advertising
• Offline Advertising
• Public Relations
• SEO
• Customer Service
You can’t measure social media in a
silo, but it isn’t about saying other
channels are BAD.
Compare Social Media Metrics to:
nfpaccountinghelp.org

28. Equalizing the Data
• Online Advertising
Metrics
• Cost per Impression
• Cost per Click
• Cost per Conversion
• Offline Advertising
Metrics
• Reach – Impressions
– Viewers = Cost per
Impression
• Cost per Conversion
Metrics
• Reach = Cost per
Impression
• Mentions = Cost Per
Placement
• SEO Metrics
• Cost Per Inbound
Link
• Cost Per Site Visit
• Customer Service
Metrics
These can ALL
be measured in
social too!

29. Analyzing the Data - Managers
Create a dashboard to compare against other channels

30. Presenting the Data - Executives
Create a dashboard to compare against other channels

31. Case Study Challenge:
• Product Trials are
Key to Purchase
Decisions
• 3X Use = 2X More
Likely to Buy
• Wanted to Drive
Product Loyalty by
Integrating Social
Behaviors

32. Case Study Solution:
• Integrated gaming
elements into free
trials
• Created missions for
users to complete to
drive training during
trials
• Users received
points, badges and
could share
experiences on
social channels

33. Case Study
Results:
• 40% increase in
trial usage

34. Case Study –
Level UP
Cost per trial user Cost per engagement
Cost per community
sign up
Cost per customer
acquired
Upgrade rate for users
Average revenue per
customer
Average licenses per
customer
Suite license
conversions
Community members
generated
24/36 month customer
lifetime value

35. 1) Start talking in executive language
2) Align social metrics with business objectives
3) Stop presenting “social” data, present
“business” data
4) Create a reporting framework to increase
efficency
5) Use campaign parameters for better reporting
6) Compare across marketing channels
Key Takeaways

36. www.onlinemarketinginstitute.org
Thank You
How To Measure Social Media
The key to building measurable
strategies and delivering metrics
that matter
• Step by step instructions
• Hands-on exercises
• Worksheets