What and how to measure social media marketing efforts.

1. S
Social Media Analytics
and ROI Tracking
Brianna Smith | Digital Marketing Specialist

2. Social Media Analytics and ROI
Tracking Agenda
S Social Media Metrics
S Social Media Measurement Tools
S Measuring ROI of Social Media Efforts
S Questions

3. S
Social Media Metrics
Determining what to measure

4. S
Social Media
Marketing Metrics

5. Increase in Community
Membership
S Facebook page likes
S Twitter followers
S LinkedIn followers
S Google+ likes
S YouTube channel subscribers
S Pinterest followers

6. Content Mobility &
Engagement
S Facebook post likes and shares
S Tweets directly from content
S Retweets
S YouTube video likes, shares, and embeds
S Pinterest repins
S LinkedIn post likes and shares

7. Market Perception
S Sentiment of social media mentions
S Number of people who hid Facebook post or mentioned a
post in a negative way (can be found in Facebook Insights)
S Keep a monthly total of positive, negative, and neutral
mentions to view trends
S Increase in positive mentions
S Decrease in negative mentions

8. Social Conversions
S Total number of click-throughs to website from each social
media source
S Twitter
S Facebook
S LinkedIn
S Pinterest
S YouTube
Social Media
Follower
Website
Visitor
Lead

9. S
Social Media
Measurement Tools

10. S
Social Media Tools

11. Hootsuite
• Social Network Management
• Google Analytics
• Twitter Profile Statistics report
• Ow.ly Click Statistics
• Google+ Pages Analytics
• Custom Reports
• Team Features
• Monitoring: search by
• Streams
• Mentions
• Hashtag
• Geo-location
• Klout
• Keyword
• Language
• Twitter
• Facebook
• LinkedIn
• Google+
• Foursquare
• Myspace
• Wordpress

12. SocialBro
• Real time analytics
• Best time to tweet report
• Discover Twitter users and insights
• What your followers talk about
• What your followers influential
Followers
• Very active friends
• Your influencers
• Who you influence
• Analyze your competitors
• Analyze your lists
• Twitter DM Campaigns
• Accounts comparison
• Benchmark
• Compare accounts of similar size &
age
• Geolocated search

13. Google
Analytics
• Create conversion reports
• See how many social media
visitors complete a goal, such
as a specific page view or
complete a purchase
• Visualize how visitors flow
from social networks
through your site
• See which social networks
are sending traffic to your
site
• Social plugins report shows
on-site engagement

14. ShareThis
Plugin
• Analytics that shows
• Which social networks drive
the most sharing
• Which content was shared the
most
• Measures SQI score – Social
Quality Index or the social
quality of your website
• Integrates with Google
Analytics

15. SproutSocial
• Engagement report to
measure response rate and
average response time
• View best time and day for
increased engagement
• Evaluate your engagement
and influence against your
competition
• Track brand mentions
• Geotargeting
• Monitor competitors
• Mobile app for on-the-go
social media management

16. Gremlin
• Schedule, distribute, and analyze
posts on Twitter, Facebook, and
LinkedIn and make side-by-side
network comparisons
• Quickly translates social media
messages for international
businesses
• Uses Brev.is and Bit.ly link
shortners to track URLs
• Set-up and track up to 15 different
types of goals
• Search for brand mentions across
all three social networks at once
• Social media compliance
enforcement for businesses in
regulated industries
• Coming Soon: Sentiment analysis

17. SimplyMeasured

18. SocialMention
• Searches blogs, microblogs,
networks, bookmarks, comments,
events, images, news videos, audio,
and questions all across the internet
• Measures social media strength –
the likelihood that your brand will
be mentioned on social media
• Determines sentiment – the ratio of
generally positive mentions to those
that are negative
• Analyzes passion – the likelihood
that those talking about your brand
will do so repeatedly
• Other measurements
• Top users
• Top hashtags
• Sources
• Realtime buzz widget
• Set up alerts for brand mentions

19. S
Measuring ROI of
Social Media Efforts

20. S
Determining Social
Media ROI

21. Google Analytics Ecommerce
Sales Funnel
S Track ecommerce sales and visitors by adding the Google Analytics
ecommerce tracking code to your site
S Set up goals to determine when a visitor has converted into a customer
or lead
S Within the Google Analytics Conversion Report, segment visitors to
view the number of transactions completed by social media visitors or
by a specific network (i.e. Twitter, Facebook, Pinterest, etc.)

22. Savings: Social vs. Paid Media
S Are your social efforts generating more results than what
you would see with paid media?
S This can be answered by calculating how much it would
cost to buy the same number of social impressions and
actions with paid media as you do organically
S To determine actual savings, use the Facebook ads, Twitter
promoted tweets, YouTube promoted videos, and Google
AdWords PPC advertising prices

23. Savings: Social vs. Paid Media
Value of SMM efforts
Cost of SMM
ROI

24. Calculating Value of Social
Media Efforts
S Organic (non-paid) Facebook Impressions x $10.00 CPM
S Clicks from Facebook posts x average cost of PPC clicks
S ((Tweets x # of followers) + (retweets + @mentions) x .25*) x $10.00 CPM
S Clicks from Twitter x average cost of PPC clicks
S Organic YouTube video views x $0.20 per view
S Blog pageviews x average cost of PPC clicks
S Online brand mentions x average cost of PPC clicks
View rate or impressions of a single tweet, as estimated by Twitter

25. Revenue from Social Media
S Formula for non-ecommerce sites to determine social
media ROI
S Determined by analyzing how views of goal pages, social
media visits to goal pages, and average sale are connected
S Examples of Goal Pages:
S Store Location pages
S Individual Product pages
S Contact Us pages

26. Revenue from Social Media
S Visitors to Goal Pages / Total Products Sold = Goal Pages per Sale
S Social Traffic to Goal Pages / Goal Pages per Sale = Social Sales
S Revenue from set period / Total Transactions = Average Transaction Value
S Social Sales X Average Transaction Value = Social Revenue
S (Social Revenue – SMM Cost) / SMM Cost = ROI
For a given period of time
Social Revenue – SMM Cost
Cost of SMM
ROI

27. Questions?

28. Brianna Smith
Digital Marketing Specialist and Social
Media Blogger
S Follow me on Twitter:
S @Brianna5mith
S Email me at:
S Briannac.smith@gmail.com
S Connect with me on LinkedIn:
S www.linkedin.com/brianna5mith
S Find more social media resources at:
S www.Beingyourbrand.com