Social Media ROI tends to be a scary topic. It shouldn't be. This presentation shows how Social Media can be treated like any other online marketing channel and that there are several key ways to show Return on Investment. This presentation is a Social Media ROI case study on Booyah Online Advertising's client Inspirato. Covered is Social Media engagement, measurement and reporting. We will tell you how to create goals, determine benchmarks and KPIs and track social media through free tools( Google Analytics, Facebook Insights and Twitter Analytics through the API) so that your social media marketing program is built with the proper structure to be a success.

1. You Have Fans. Now What?
Social Media Engagement, Measurement & ROI
March 8, 2012
Jamie Duklas, Director of Social Media, Booyah
Matt Windt, Interactive Marketing Director, Inspirato

2. Introduction: Inspirato
• Launched January 1, 2011
• Fastest growing luxury
destination club
• 127 residences in 41 destinations
• Primary Tactic: Use digital media
to increase engagement, share of
voice and lead generation across
all digital platforms.
• www.Inspirato.com

3. Introduction: Booyah
Social Mobile
Advertising
Media
Online
Shopping Search Display
SEO
Engines Paid
Email Marketing
Search
Local Creative
Map Paid
Optimization Shopping
Inclusion Services
Engines

4. Overview
• Goals
Benchmarks
Determining Goals
• Social Marketing Landscape
Paid, Earned & Owned
• Engagement
Posting Strategy
• Measurement / Tracking
Social Media Software
• ROI

5. Social Media: It’s Not Magic

6. Email Marketing is Similar to Facebook Marketing
Email list size = Facebook fans
Open rate = Engaged fans
Email creative = Profile, Timeline & post images
Copywriting = Copywriting
Email software = Facebook Insights & other SM software
Send frequency = Posting frequency
Unsubscribes = Unsubscribes

7. Start With Goals
• Traffic Driven
• Media Exposure
• Revenue
• Leads
• Social Reach

8. Determine Benchmarks
• 20% maximum of posts should be straight marketing
• 16% of fans see a FB post
• .5 to 1% engagement rate per FB post (smaller pages
should be higher; top posts get 2 or 3%)
• .3 to 1 retweet for each tweet

9. Create Goals
I want 350 visits from Facebook to my website each month:
20 posts X (Fans X % Who See Post X % Who Click) = 350
20 posts x (Fans X .16 X .02) = 350 Visits
20 posts x (5,500 Fans X .16 X .02) = 352 Visits

10. Social Marketing Landscape
Social Media Strategy
Paid Media
Earned Media
Goals
Owned Media ROI
Content Syndication

11. Symbiosis Between Earned & Owned
3,454
1,832

12. Engagement Strategy (Post with a Purpose)
• Determine target markets / audience
• Develop content calendar
Have fun things to say!
• Two main posting goals
Drive traffic to website
Create engagement (Improve EdgeRank score)

13. Know Your Audience
DEMOGRAPHIC PROFILE: PEOPLE TALKING DEMOGRAPHIC PROFILE: PAGE FANS
ABOUT YOUR PAGE
Male Female Male Female
600 1,200
500 1,000
400 800
263 680 778
307
300 248 600 468 649
200 400
109
100 218 200 155
163 175 342 368 342
121 240
3 134
- 7 - 1
19
13-17 18-24 25-34 35-44 45-54 13-17 18-24 25-34 35-44 45-54 55+

14. What Makes A Good Post - Engagement
• Compelling photo
• Timely
• Call to action
• Emotive
ENGAGEMENT BY POST TYPE
Likes/Post Comments/Post Shares/Post
50
45
40 11
35
2
30
25
20
15 2 32
2
2 1
10
5 11 13
0 -
0
Status Link Photo Video

15. What Makes A Good Post - Clicks
• 88 actions
• 284 visits to Inspirato

16. What Makes A Good Post – Time of Day
• Facebook says 9 to 10 pm is the most engaged time
• For Inspirato highest engagement occurred:
9 am, 6 pm, Thursday on Facebook
8 am, Thursday for Twitter
Engagement by Hour Engagement by Day
Tweets Sent Page Admin Posts
Tweets Sent Page Admin Posts Response per Tweet Response per FB Post Response per Tweet Response per FB Post
Response to Outbound
Outbound Messages
60 25 60 15
Response to Outbound
50
Outbound Messages
20 40 10
40
15
30 20 5
10
20
5 0 0
10
0 0

17. Tracking – Social Media Software
Monitoring Engagement Management Promotions Influencer CRM Bloggers
Free Google Alerts TweetDeck Postling Wildfire Klout
Social Mention Hoot Suite North Social PeerIndex
Kred
Paid Buddy Media Buddy Media Buddy Media Traackr Technorati
Trackur Shoutlet Shoutlet Shoutlet Spot Influence BlogDash
Meltwater Buzz Involver Involver Involver mBlast - mPact BlueGlass
Scout Labs Scout Labs Wildfire Wildfire BlogFrog BlogFrog
Sysomos Sysomos North Social North Social
Radian6 Radian6 Radian6
Argyle Social Argyle Social Argyle Social Offerpop
Awareness Awareness Woobox
Alterian SM2 Alterian SM2 Extole
Collective Intellect Collective Intellect Votigo
Spredfast Spredfast Spredfast Spredfast
Social Chorus Social Chorus Bigprize
Viral Heat Fanzilla
Nielsen Buzzmetrics Virtue
Sprout Social Sprout Social AddThis
Visible Technologies Visible Technologies Upickem
Fanappz
Fanbuildr

18. Tracking – Assisted Sales & Leads
Multi-Channel Attribution: Crediting social for referral traffic
that later converted into a sale or lead

19. Tracking – Common Paths to a Lead or Sale
It often takes five to seven touch points to convert someone:
• Each visitor is
cookied for a 30 day
window to see their
paths to conversion
• Paths to conversion
go from 1 to 39 visits
• Social is the first visit
(awareness), middle
(top of mind) and final
(converter)
• Social paths interact
with our other
advertising channels

20. ROI – Social Reach
• Fans = Total Likes
• Engagement = Engaged Users (Real Fans)
• Social Reach = Monthly Posts X Engaged Users
Inspirato: (14,614 likes) 63 X 1,039 = 65,457 Social Reach
Competitor: (20,360 likes) 29 X 1,114 = 32,306 Social Reach
FAN PAGE COMPARISON: TOTAL FANS FAN PAGE COMPARISON: TOTAL ENGAGEMENT
90,000 80,637
80,000 Total Engagement Engagement as % of Fans
70,000 1,200 128% 150%
60,000 1,000
50,000
1,114
800 100%
1,039
Fan Interactions
40,000 600
744
30,000 20,325 400 50%
14,271 5% 7%
20,000 1%
219
200
10,000 171 0 0%
0

21. ROI – Media Valuation
• Equating Social Impressions to their CPM advertising value
• Facebook: 8,353,828 impressions ($0.60 CPM)
• Twitter: 222,283 impressions ($1 CPM)
• Monthly media valuation = $5,234.58

22. ROI – Dashboard of KPIs
Key Performance Indicator Total (Goal) Percent Goal
Leads 20 13.2 151%
Revenue $35,000 $12,000 292%
Fans 14,081 13,458 105%
Reach 84,345 80,000 105%
Media Value of Impressions $5,235 $4,000 131%
Traffic Driven (to Inspirato.com) 2145 592 199%
Traffic Driven (to Blog) 1309 361 196%

23. Summary
• Start with goals
• Create benchmarks / Key Performance Indicators
• Plan your message
• Use data to improve engagement
• Track everything, report on what matters
• Social Media ROI is there!

24. Jamie Duklas | Director of Social Media
303.345.6634 | jduklas@booyahadvertising.com