How to Tie Your Organic Social Strategy to ROI KPIs

Presented: 05.23.2014
By: Katy Katz
How to Tie Your Organic Social
Strategy to ROI KPIs
@katykatztc #Zenith2014

Inbound Marketing Specialist, Collegis Education
MBA, Benedictine University
BSB, Carlson School of Management
@katykatztc
plus.google.com/+katykatz
Katy Katz
2

Today we will cover
 Why metrics are important
 What you need to know
 How to set SMART goals
 Why organic social is still important
 How to tie your goals to a business objective
 How to bring all your data together
Copyright Collegis Education, Inc. Proprietary and Confidential. 3

First things first:
Why care about social metrics
 Prove that you are spending your time and money in the right
efforts
 Verify that you are getting a return on investment (i.e.
customer acquisition)
 Measure improvements to brand awareness and reach
 Demonstrate engagement with customers (answering their
questions)

Are you doing it right?
 Nearly half of social media marketers report that measuring
the ROI results of Twitter efforts are their primary challenge*
 Do you know how many leads come from your social efforts?
 How many likes equal more profit to your bottom line?
 How many likes does one plus equal?
 Do your customers get value from engaging with you?
* Source: imediaconnection.com

Don’t start with how to go viral
Set SMART goals for your business
 Depending upon your business, viral may not be necessary
to reach your goals
 Goals should be SMART: Specific, Measurable, Attainable,
Realistic, Timely
 There are two things that will help you do this:
 Understanding your customer
 The scientific method

Importance of personas
 Before you do
anything you need to
understand your
customer
 Your customers are the
essence of your social
network
 They should be the
basis of any campaign
you create
 Personas are “the
aspect of someone’s
character as perceived
by others”

When you understand your customer
You are able to communicate
Communicationan exchange of information

If you don’t know your customer
You end up with this…

Communication is imperative
 Social media is all about communication
 Relationships are a two-way street
 Be a good listener
 Strive for agile response times
 Continue the conversation across modalities

Once you know your customer
You can align their needs
with your goals

How do you get there?
The scientific method
•Ask a questionPurpose
•Do background researchResearch
•Measurable ideaHypothesis
•Test multiple variationsExperiment
•Review the dataAnalysis
•Summarize the resultsConclusion

Start with your purpose
 What is your SMART goal?
 What are you hoping to achieve from this campaign?
 Example of a good purpose:
 I want to INCREASE TRAFFIC to my new landing page BY
150% in the NEXT 30 DAYS
Specific,
Attainable,
Realistic
Measurable
Timely
@ katykatztc #Zenith2014

Do some background research
 This is the part where you verify your goals are actually
achievable and decide how to attain them
 Let’s go back to our example: I want to run a Facebook
contest to increase traffic to my new landing page by 150% in the
next 30 days
 What social media platform sends the most traffic to your website?
 Are there any keywords that resonate with the campaign?
 What imagery will resonate with the persona?

Be thorough with your research
American astronomer Percival Lowell built a telescope in 1894 to
prove that a desperate Martian race had built “a system whose end
and aim is the tapping of the snow-cap for the water there
semiannually let loose; then to distribute it over the planet’s surface.”
All because he read an Italian report about “canali” (actual translation
is channels). -
wired.com

I have a hypothesis
Hy-poth-e-sisan idea you can test

Here is where your ROI comes in
KPIs should work like a hypothesis
 Hypotheses are the crown jewel of a scientific experiment.
They are what everything is measured against.
 KPI: Key Performance Indicator
 Tie your purpose to a measurable business objective.
 This is the best way to prove the value of your campaign.
 For our example: The Facebook contest will increase traffic to
my new landing page by 150% in the next 30 days and drive 150
new customer leads.

Find your baseline
No hot air balloons
 Again, keep it realistic. 32.8 million retweets is probably
overshooting.
 Moz says these KPIs are best:
 Traffic data
 Fan/follower data
 Social interaction data
 Social content performance
 Finally, tie it in to your objective.
For your users, find out what
shares  traffic  leads 
sales
You can get this from past data

Avoid the canali
More ideas for defining KPIs
19
 Consider customer acquisition costs
 Community building  brand recognition  lower barriers to
purchasing
 Measure the social media engagement for reporting
 Narrow your scope
 Identify micro-conversions as goals; i.e. e-book downloads or page
views to a blog
 Brand mentions outside your campaign
 Loyalty visits
Resources from around the web for defining social KPIs
 Measuring Community: KPIs and Social Media Metrics for Community Building,
Mack Web Solutions
 Measure Macro AND Micro Conversions, Occam’s Razor
 Social KPI Goals Worksheet for ROI – Focused Marketers

Experiment
Execute multivariate campaigns
 Test multiple strategies for
your campaign (vary the
color, text, etc. and go
with the winner)
 Measure throughout the
process and make
changes
 With over 684,478 pieces
of content shared on
Facebook each day, you
have to stand out to your
persona
Copyright Collegis Education, Inc. Proprietary and Confidential. 20@katykatztc #Zenith2014

Facebook hasn’t killed organic…yet
Tips for cracking the organic code
 A celebrity won’t make you go viral, so let’s try something
else (Unruly)
 Tap into human psychology, people like content that
 Makes us feel good
 Comes easily
 Stretches our brain
 Inspires curiosity
 Pick the right time of day
(Study shared by ragan.com)
 Gives us answers
 Shares good news
 Surprises us
 Tells a story

Measure, measure, measure
Data, Data, Data
 Measure results with a common language
 Applause – pluses, favorites, likes, etc.
 Amplification – social shares
 Conversation – comments, threads, etc.
 Find a tool that works for you (i.e. True Social Metrics)

The conclusion
Compile your results
 Track your campaign like a case study
 Report the positive and negative outcomes of the campaign
 Our old example friend: I used a Facebook sharing contest to
increase traffic to my new landing page by 225% over a 30 day
period and drove 165 new customer leads through the
campaign.
 Did you meet your objective?
 What did you do well? What could you have done better?
 Take your learns for the next campaign so that you are
always improving.

Make it count
Report your results
 Report your results in a professional communication
document (i.e. memo, executive summary)
 This is for management and for planning future strategies
 Separate the platform results but use consistent language
 Show the data alongside your conclusions
 Identify when to use each platform for your business needs
 Prove innovation
 What tools worked and didn’t
 What trends do you recommend following
 Plan your next move

Key Takeaways
 Organic social strategies are an important phase of the
business cycle but they must be structured as a
conversation
 Identify the right metrics for your business and use them as
the basis for your marketing plan
 Set SMART goals that meet your business objectives
 Follow the scientific method and you will always end up with
KPIs that add value to your business

Thank you!

How to Tie Your Organic Social Strategy to ROI KPIs

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