Presented during Social Media Week this September, Ronnie Brown and Carlos Menezes from Quirk London investigate the challenges (and solutions) that surround measuring social media and showing ROI.

1. Measuring Social Media Is Easy
Quirk @ Social Media Week
#SMWSOCIALROI

2. AdWords *sigh*

3. PR

4. TV

5. Social *yay*

6. Challenges

7. and #winning

8. Issue #1:
New(ness)

10. Selling social to your boss
1. Solve a business issue
2. Use data he understands
3. Good and bad examples
4. Benefits not features
5. Be realistic / concentrate on now
6. Manage risk
7. Appeal to his ego

11. The biggest need in social media or analytics isn’t for
us to be better analysts, technical specialists or
social media managers.
Rather, we need to be better salespeople and
communicators.
Remember – you own your data and insights. Those
are your products.

12. Issue #2:
Online / Offline

13. Bridging the “assumption” gap
1. Everything we do is based on assumptions.
2. But we are very bad at doing two things:
• Stating our assumptions
• Testing & validating them

14. Issue #3:
Objectives

15. Engagement
is not an
objective

17. Ask three fundamental questions:
1. Why does this exist?
2. What do I want people to do?
3. How do we know they are doing that?

18. Business Objectives
Channel Objectives
Campaign Objectives
Benchmark
KPIs
Targets

19. Increase market penetration by 10% by Feb 2013
Increase reach of 16-24 males by 20% by Feb 2013
Build a loyal community of 16-24 male brand advocates on
Facebook by Feb 2013
Competitor likes between 20-25k
25k page likes
Current likes stands at 18k
7.5% engagement rate
6% engagement rate is good

20. Remember – there’s one more objective that we
should have from Social Media: learning.
Learning both about our audience as well as our
own endeavours. How many of us set those as
objectives and measure the value?

21. Issue #4:
Benchmarks

22. Comparisons / Case Studies
1. Create your own over time
2. Share
3. Here are some that might help:
• http://www.iabuk.net/resources/case-studies
• http://www.simplyzesty.com/social-media/50-social-media-case-studies-worth-bookmarking/
• http://socialmediatoday.com/igiedrius/268023/fantabulous-lists-social-media-case-studies
• http://thenextweb.com/socialmedia/2011/07/16/the-roi-of-social-media-10-case-studies/
4. Other media?

23. Issue #5:
Visibility

24. Getting reporting right
1. Be specific
2. Comparisons
3. Insight & next steps not commentary
4. Tools & shortcomings
5. Overlay

25. • Communication is key
• Are you using common reporting templates?
• Are you talking in a currency that everyone
understands?
• Are you trying to measure revenue? What about
profit, cost savings and additional value?
• Are you being clear with your assumptions?

26. Your own challenges
From your responses, there were three main
challenges that arose:
• We use different tools; how do we integrate our
reporting?
• How do we achieve reliable measures for sentiment?
• How do we prove value to the business?

27. Ask yourself some tough questions

30. Uranus
Equatorial radius: 25,000 km
Orbit: 84 years
Day: 17h 14min
Distance from sun: 3 billion km
27 natural satellites

31. Business Metrics
Revenue, Cost
Reduction, Reputation, NPS.
Executives
(CEO, MD, FD etc.)
Social Media Analytics
Social Media / Marketing / Brand /
Category Managers SOV, WOM, Brand Love,
Support Response, Advocacy
Engagement Data
Community Managers, Social Media / Brand / Marketing Fans, Followers, RT’s, Check-
ins, CTR
Executives
© 2010 Alitmeter Group

32. But remember economic value

34. Rather than technical or mathematical
in nature, our biggest challenges in the
field of measurement are cultural and
attitudinal.

35. “To condense fact from the vapor of nuance”
“…the human mind can absorb and process an incredible
amount of information - if it comes in the right format. The
right interface. If you put the right face on it.”
Neal Stephenson

37. Thank you

38. 1 - Facebook - albawaba.com/editorchoice/1-5-bosses-reject-candidates-
14 - Smart - rapidbi.com/10-tips-for-setting-smart-er-goals-and-
after-seeing-their-facebook-profiles-417984
objectives/attachment/220620101720/
2 - Adwords - rypmarketing.com/portfolio-ppc.htmlPress coverage -
16 - Think Feel Act - blogs.ethz.ch/rindi/2010/12/easy-graphical-illustrations-
http://www.aspiremarketingltd.com/2011/07/13/on-running-press-
of-complex-things/
coverage/
17 - Raised Hands - neonbrand.com/tag/facebook-questions/
3 - PR Coverage - aspiremarketingltd.com/wp-
content/uploads/2011/07/Press-Coverage-Collage-Mar-11-Jun-11.jpg
20 - Bike - flickr.com/photos/hepcat75/6024138632/
4 - Television - about-technology.info/science-and-technology/television
21 - Bench - simple.wikipedia.org/wiki/File:LaGranja_park_bench.jpg
5 - Cheque - dee4life.com/homepage/2011/2/14/fundraising-continues-
22 - Cases - altupdate.wordpress.com/
cheque-these-out.html
23 - Visibility - sustainableguernsey.info/blog/2011/10/goldridge-estate-
6 - Down with this sort of thing - darkling.tv/blog/page/2/
agents-donate-high-visibility-jackets-to-amherst-primary-school-children/
7 - Charlie Sheen - wallpaper4me.com/resize_wallpaper.php?id=6414
24 - Report Card - thelastdoordownthehall.blogspot.co.uk/2010/09/report-
cards-freebies.html
8 - New - foginfo.org/new-website/
25 - Hammer to Head - flickr.com/photos/hepcat75/6024138632/
10 - Sign - warriorfitness.org/2012/05/16/muscle-confusion-got-ya-
confused/
27 - Joker & Batman - dcfan3599.tumblr.com/post/29309849998/after-
watching-the-dark-knight-rises-and-looking
11 - Hand Puppets - flickr.com/photos/assbach/262165233/
29 & 30 - Uranus - iabuk.net/research/library/social-media-measurement-
framework
Picture credits 32 - Avinash Kaushik -
blog.stamats.com/index.php/2010/09/10/aggregation-of-marginal-gains-
big-wins-with-small-changes/
33 - Table - www.kaushik.net
35 - Neal Stephenson - 0.tqn.com/d/physics/1/0/_/0/-/-/Einstein100th.jpg
12 - One Way - cslacker.com/images/view/406
37 - Awesome planet - carterbsmith.deviantart.com
13 - Assumption - idlespeculations-
terryprest.blogspot.co.uk/2010/08/oldest-marian-feast.html
38 - Picture frame - free-photo-frames.com