The ROI of ROI. Social Media Metrics that Matter
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Numbers never lie. That is, unless you have the wrong numbers. As we move from traditional media to social media, new numbers have been created that can either show you to be on the right track or off the beaten one. This session will separate the metrics that matter from the ones that don’t.
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The ROI of ROI. Social Media Metrics that Matter
- 1. The ROI of ROI Social Media Metrics that Matter Cory Hartlen Product Marketing Manager cory.hartlen@radian6.com Twitter: @coryhartlen
- 2. Your Customers Share More than Ever Before Having a problem Great with… article on… Love the Looking new… Cool for recs... video… Hiring Product a CTO… review… But what are they saying?
- 3. But Enterprises Are Not Prepared to Engage in Social Conversations of CMOs are tracking social 38% media metrics1 of CMOs feel unprepared 68% to deal with social media1 of companies ignore customer 70% complaints on Twitter2 1 IBM Global CMO Study 2011 2 Maritz and evolve24 Twitter Study, September 2011
- 4. | THE SOCIAL DIVIDE: VOICE OF THE MARKET AND ORGANIZATIONS Your customers, employees, How do you seize suppliers, fans and detractors are the opportunity? social. This is your community!
- 5. | STEP ONE DEVELOP YOUR PLAN
- 6. | IT ALL STARTS WITH LISTENING, BUT FOR WHAT? Compliments Crisis Ideas Influencers Campaign Complaints Needs Competition
- 7. | THE FIVE C’S OF SOCIAL MARKETING Content Community Conversation Collaboration Connections
- 8. | THE SEVEN OUTCOMES OF SOCIAL MARKETING • Enhance Branding or Increase awareness • Protect Brand Reputation • Facilitating PR • Building Communities • Improving Customer Service • Driving R&D • Increasing Sales -Jason Falls, Nobullshitsocialmedia.com
- 9. | SOCIAL MEDIA GRID, ALIGN YOUR DEPARTMENT AND CORPORATE GOALS Your Brand Your Your Industry Competitors Listen/Analyze 1 2 3 Measure 4 5 6 Engage/Content 7 8 9 9
- 10. | COMMON SOCIAL BUSINESS OBJECTIVES •Gaining Exposure •Fostering Dialogue •Generating Interactions •Facilitating Support •Promoting Advocacy •Spurring Innovation John Lovett, Social Media Metrics Secrets
- 11. | AVOID THE SILOS Blogs Forums Facebook Twitter YouTube Marketing PR HR Sales Cust. Serv.
- 12. | SOCIAL MEDIA COUNCIL, CHAMPIONS FROM EACH DEPARTMENT Blogs Forums Facebook Twitter YouTube Marketing PR HR Sales Cust. Serv.
- 13. | ADVANCED COMMUNITY MODEL Blogs Forums Facebook Twitter YouTube Community Team Marketing PR HR Sales Cust. Serv.
- 14. | MEASUREMENTS THAT MATTERS WHAT CAN WE MEASURE?
- 15. | WHAT CAN WE MEASURE? • Social Metrics • Workflow Metrics • Web-Analytics • CRM Metrics © 2012 Radian6
- 16. | ROI OF SOCIAL FOR: Four Examples: Customer Service Product Management Recruitment Lead Generation
- 17. | SOCIAL CUSTOMER SERVICE • Listen at the point of need, window of opportunity. • Comcast saves a million during the big game. • Integrate with CRM to: • Measure cost per resolution. • Social Resolutions per hr vs phone or email. • Increase in one touch closes • Measure call deflection © 2012 Radian6
- 18. | SAVE MONEY, JUST LISTEN Build your Best Mouse Trap. Listen to what people like, don’t like, in your and your competitors products or services. Measure uptake in sales from social listening in new release, or dollars saved from social focus group. Save HR dollars. Find prospects in the industry fields you’re looking to recruit. Measure cost per HR prospect. © 2012 Radian6
- 19. ROI with Lead Generation
- 20. | FILL YOUR PIPELINE WITH SOCIAL Listen to your industry for point of need • Radian6 case study • Client stories •Voice Over IP Company, Turn tweets to dollars 240,000 of them!!! © 2012 Radian6
- 21. | CONTENT THAT MATTERS Web Analytics Integration Caution! Math Ahead
- 22. | ROI WITH WEB ANALYTICS © 2012 Radian6
- 23. | ROI WITH WEB ANALYTICS What’s driving traffic? © 2012 Radian6
- 24. | ROI WITH WEB ANALYTICS • Revenue generating conversion points • Measure: Visits (V), Average Revenue (AR) Conversions (C), Leads (L) and Lead Revenue (LR) *(#V’s x AR/V) + (#C’s x AR/C) +(#L’s x AR/L) ≥ LR+ = X Where X = Total Influencer Revenue {(X-C)/C}*100%=ROI © 2012 Radian6
- 25. QUESTIONS? Presented by @CoryHartlen Product Marketing Manager Salesforce Radian6 Cory.Hartlen@radian6.com
Notas del editor
- Only 38%
- Your customers, prospects, analysts, detractors and advocates are social.. They are having important conversations that either need immediate responses or hold valuable data about your products and operations. -There needs to be a way to seize these opportunities as they arise on the social web, and be part of the conversations going on about your brand, products, competitors, and industry.
- A phone is just a phone