Presented at Web Analytics Wednesday on 3/25/09 in San Diego. Ideas for defining concrete KPIs for social media initiatives, projecting ROI, setting realistic expectations and more.
9. Criticism
• Bad execution
• Locked children out
• Encouraged false conversations
• “The problem is that Skittles attempted to
enter the social network without really
engaging in it”
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13. How much time will it take for
a social media strategy to
help my business?
14. The POST Process
• Define target audience (People)
• Define Objectives
• Define Strategy
– Rules of engagement
– Assign responsibilities
– Analytics tracking
– Etc.
• Define appropriate Technologies
• Launch
• Measure results, optimize, repeat
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4
15. Morals of the story
• Take the time to nail
strategy/planning
• Quality of execution is
everything
• Launch of social media
engagement is only the
beginning
16. And whatever you do…
Don’t give in to execs who
try to rush deployment
17. Which metrics can help me assess my social
media campaign for each type of objective:
awareness, acquisition and retention?
19. Measuring awareness from SM
• The basics: traffic, links, rankings, time interacting
with you/your site
• Spread/sharing of assets: use tracking codes
• Sustained increase in keyword volume for your
brand
• Online buzz: use monitoring solution like Radian6
• Social bookmarking
• Interaction with widgets/apps
20. Measuring acquisition from SM
• Direct links/sales from SM efforts, shared
content, etc.
• Conversion rates from SM; value of SM
customers
• Email newsletter subscribers, RSS subscribers,
etc.
• Gain understanding of who you’re reaching
via SM that you couldn’t reach via traditional
means
21. Measuring retention
• Audience empowerment
• Purchase rate/value and lifetime value of
customers from SM
• Quantity and quality of conversations
– How many customers are having issues resolved
through SM?
• Ability to answer questions, nip customer
service issues in the bud
22.
23. Measuring engagement
• Joining the community
• Submitting a comment/rating/review
• Contributing UGC, incl. questions/replies
• Saving a social bookmark
• Favoriting videos
• RSS subscribers
• Clickstream data
24. Measuring ORM from SM
• SERPs
• Content of online chatter
• How your content is tagged
• Keyword trends
30. Pesky qualitative considerations
Engagement
Audience empowerment
Influence
Community
Trust
Transparency
Instant feedback
Ability to flip the script
Coolness factor
31. How to beat back the monster
• Focus on what’s important,
and what you can reliably
measure
• Study others
• Do projections
32. What’s important? ROI!
ROI =
Value of benefit
--------------------------------------------------------
Planning and development + Ongoing costs
33. Projecting ROI of a forum
Baseline numbers:
• Number of customers
• Number of customers participating in forum (~1% annually)
• Additional customers viewing content (Spectators) (~5% annually)
Then estimate:
• Total support calls these customers would have made (~1 call per
customer)
• Support calls avoided b/c of forum (assume 33% find answers on forum)
• Cost savings from avoided calls (assume $10 per call)
34. Projecting ROI of ratings/reviews
Baseline numbers:
• Site visitors
• Sales at typical conversion rate and transaction value
Then estimate:
• Visitors seeing reviews (~20%)
• Increased conversion rate and transaction value
• Net additional sales
35. Projecting ROI of a company blog
• Advertising value (visibility/traffic)
• PR value (press stories written about/driven from
blog content)
• Word of mouth value (referring posts)
• Support value (support calls avoided)
• Research value (customer insights)
36. Parting thoughts
Measurement must evolve beyond web analytics
and now focus on community insights.”
- Jeremiah Owyang
“Not everything that can be counted counts, and
not everything that counts can be counted.”
- Albert Einstein