6. Know what you want to track
• Driving engaged traffic to a website/landing
page doesn’t guarantee any return
• Define metrics that are relevant for your
business:
• Targeted clicks, sign-ups, downloads
• New leads/sales
• Ignore low-value metrics like:
• Number of followers/fans/friends
• PageRank, Alexa rank
8. Qualitative measures
Campaign – Build loyalty and trust
• Execution:
• Engage with customers who mention your
company/product on Twitter or Google
• Success metrics:
• # Positive comments sent to customers per week
• # Conversations that started from a comment
• Goal
• x# Positive conversations about your company/product per
week
• x# Positive blog posts about your company/product per
month
9. Qualitative measures
Campaign – Increase customer satisfaction
• Execution:
• Engage with customers/prospects and ask what they would
like from you
• Success metrics:
• # New useful/good suggestions
• # Suggestions you implement
• Goal
• x# Suggestions collected per month and # you actually
implement
10.
11. Qualitative measures
Campaign – Increase authority
• Execution:
• Blog about stuff you’re an expert on by writing authoritative
content (first) and promoting your company (second)
• Success metrics:
• # Influential blogs linking to your content
• # Organic visitor traffic per month
• # Traffic that converts into sales
• Goal
• x% of organic referral traffic per month
• x$ sales attributable to referrals from blog per month
12.
13. Quantitative measures
Campaign – Increase offline sales
• Execution:
• Promotion on a social media platform (e.g. Facebook)
Participants get a print-out voucher to redeem offline
• Success metrics:
• Monthly sales
• Monthly store traffic (walk-in)
• Goal
• x$ Monthly sales
• x% Increase in store traffic over pre-promotion period
14.
15. Quantitative measures
Campaign – Increase online sales
• Execution:
• Use Twitter to inform prospects about exclusive time-
limited promos
• Success metrics:
• Monthly sales attributable directly to Twitter
• New customers attributable directly to Twitter
• Monthly revenue generated from customers originally from
Twitter
• Goal
• x$ Monthly sales directly attributable to Twitter
21. Measurement scorecard (sample)
Stage Conversion Conv Est value
(%) (RM)
Acquisition Visitors to site/widget/landing page 60 0.10
Eg: 2+ pgs, 10+ sec, 1+ clicks, 0 bounce
Activation Happy 1st visit, use the site, sign-up 15 0.25
Eg: Clicks/time/pages, newsletter/profile
sign-up, feature usage
Retention Users come back, multiple visits 5 0.50
Eg: 1-3x visits/mth; email/feed open rate
/ CTR
Referral Users refer others 1 1.00
Eg: Cust satisfaction >=8; viral K factor >
1;
Revenue Users Pay / Generate $$$ 2 5.00
Eg. Sale, affiliate revenue
22. Key takeaways
1. Driving targeted traffic from social media
sources is only half the challenge if you’re trying
to sell something
2. Define quantitative and qualitative goals &
objectives and create campaigns/strategies
using these metrics
3. Filter out channels and strategies that don’t get
good returns. Repeat.