1. SOCIAL CURRENCY:
How to Assess the Value of Social Posts

2. Social Currency:
How to Assess the Value of Social Posts
Session Hashtag: #ValueofSM
Tuesday, November 4th
5:15 – 5:45 PM
@crowdster

3. @crowdster
This year,
Mobile Devices will
outnumber humans.
(mashable)
A World Gone Mobile
Social Media is accessible 24/7, across the world-
The average
smartphone user
checks their
phone
150x
per day
(mashable)

4. @crowdster
Society Shifts to Social
People rely on networks, not ads -
84% trust recommendations over other forms of marketing
81% influenced to purchase from friends social posts
71% more likely to purchase based on social referral
49% say their friends are their top sources of brand awareness
(Neilsen 2013)
(MarketForce)
(Hubspot)
(Jack Morton)

5. @crowdster
Budget Shifts to Social
Marketing Budget Sources For Twitter
(Adage)
NEW SPENDING
58.6% EMAIL
12.3%
7.5%
ONLINE LEAD
GENERATION
ONLINE
DISPLAY
16.6%
5.1%ONLINE CLASSIFIEDS
OFFLINE
PRINT/RADIO
OUTDOOR
17.6%
TV
9.9%
SEARCH
10.8%

6. @crowdster
Earned Media Value
How to compare platforms and posts?
Average valuations from over 20 sources:
(SocialChorus)
Bottom line:
Engagement triumphs
over likes and follows.
$853.00 - Blog Posts
$10.17 - Facebook Shares
$5.00 - Twitter Mentions & Retweets
$2.25 - Twitter Followers
$1.60 - Facebook Likes
$0.38 - YouTube Views

7. @crowdster
L / UpM x (LpD x 30) x (C/L) x CR x ACV = Value of a Like
(Hubspot)
L= Likes (Audience)
UpM= Unlikes per Month (Audience depletion)
LpD= Links per Day (Posts published per day)
C = Average Clicks (on posting site or social platform)
CR = Conversion Rate (How often posts translate into leads)
ACV = Average Conversion Value (Depends on your offering)
174 Likes/1UpM x (1.5LpD x 30) x 1/174 x .8% x $100 = $.02
(Lynton Web)
Impact Media Value

8. How to value posts and incentivize accordingly:
• Volume of Mentions
• Sentiment Polarity
• Authority of Source / Source exposure weighting
• Earned media value of $5 CPM as a benchmark
Opportunities emerging already:
• Popular Pays (Instagram accounts with 500+ followers can get rewards)
• Klout perks
• General Sentiment (Media Matching)
• Izea – Celebrity Social Media Sponsorships
@crowdster
Social ROI Methodology Celebrities
Bloggers
Fans
Friends
More
Reach
More
Influence

9. @crowdster
42
48
48
68
69
84
0 10 20 30 40 50 60 70 80 90
Online Banner Ads
Ads in Search Engine Results
Ads on Social Networks
Consumer Opinions Online
Branded Websites
Recommendations from people I know
Consumer Trust in Advertising (Neilsen 2013)

10. @crowdster
Peer-To-Peer
Engagement
Consumer Stories
on Steroids

11. @crowdster
Engage The
Storyteller
Incentives &
Gamification
30% boost in social value

12. @crowdster
• Identify key influencers
• Incentivize brand advocates
• Understand social ROI
• Justify social media spending
• Generate new revenue streams
Benefits of
Social Valuation:

13. @crowdster
Tweet78
Hey @Crowdster – What is the value of my post?
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