10 Key Performance Indicators For A Successful Social Media Marketing Campaign.

1. SOCIAL MEDIA
KEY
PERFORMANCE
INDICATORS
Shiv

2. SOCIAL MEDIA KEY PERFORMANCE INDICATORS
When it comes to setting and tracking marketing KPI's, many
marketers and business owners are fully aware of the usual
suspects; Sales Revenue, Leads, Cost Per Acquisition
There are a number of other KPI's that you should be tracking in
order to execute a more successful social media marketing
campaign. I have listed the top ten most essential of them.
© 2014 Shiv

3. SOCIAL MEDIA KEY PERFORMANCE INDICATORS
1. Return on Investment
ROI is the single most important KPI for any marketing team to monitor and is the first
KPI your marketing executive will ask for when assessing your team's
performance
To calculate ROI, you will need to track the number of leads generated through each of
your marketing campaigns, such as a banner ad or Ad Words campaign
Next, you will need to determine the opportunity value of each lead. To calculate this,
find your average value per win and divide that value by your average lead
to win ratio
For example, if you know that the average value of a win is $20, and your lead to win
ratio is 10:1, then you can say that the average value of a lead is $2. This
number will provide an approximate value to help you assess the
performance of your campaign as you bring in each new lead
Leads = New prospects generated by a marketing campaign
Incremental sales = New revenue generated by a marketing campaign
Wins = New customers generated by a marketing campaign
Success indicators;
Incremental sales are greater than campaign investment.
© 2014 Shiv

4. SOCIAL MEDIA KEY PERFORMANCE INDICATORS
2. INCREMENTAL SALES
The Incremental Sales KPI measures the contribution of your marketing efforts to
increasing sales revenue. This KPI emphasizes the close relationship between
sales and marketing, and how that relationship benefits your organization
The incremental sales KPI is one of the most consistent ways to measure your
marketing return on investment as it demonstrates new revenue that can be
directly attributed to a marketing campaign
Success indicators;
Incremental sales that exceed the initial marketing investment
Indirect increase in sales that can be attributed to a marketing campaign
Note;
The problem for marketing teams is that campaigns may generate new leads or sales
indirectly. For example, a banner campaign with a large volume of impressions may
encourage people to complete what is called a "view through conversion." This
means that a visitor may see an ad, visit the website in a separate browser tab or
window, and then complete a goal without actually clicking on the banner ad. The
result is the same, but the path and credit for the completion are very different.
© 2014 Shiv

5. SOCIAL MEDIA KEY PERFORMANCE INDICATORS
3. TRAFFIC SOURCES
The Traffic Sources metric measures which traffic sources are driving visitors to
your website, and provides a comparison of each of those sources. The
three main traffic sources are Direct, Referral & Search, although your
website may also have traffic from campaigns such as banner ads or paid
search
Success indicators;
An increase in volume from any traffic source, while maintaining consistent
traffic from other channels
A high or improving goal conversion rate related to any traffic source.
© 2014 Shiv

6. SOCIAL MEDIA KEY PERFORMANCE INDICATORS
4. PURCHASE FUNNEL
The Purchase Funnel analyzes your customer acquisition process to help you understand
how potential customers discover your product or brand and, more importantly, how
they eventually become a loyal customer. The key to the purchase funnel is analyzing
conversion rates from one stage of the funnel to the next. The strength of the funnel
is the ability to zero in on your strengths and weakness
Success indicators;
A high conversion rate through all stages of the funnel
High volume through each stage of the funnel
Improving conversion rates for stages performing poorly.
© 2014 Shiv
Awareness
Interest
Consideration
Preference
Purchase

7. SOCIAL MEDIA KEY PERFORMANCE INDICATORS
5. GOAL COMPLETION RATE
Goal Completion Rate (GCR); Marketing metrics like GCR are an important part of
the purchase funnel as it typically demonstrates your conversion rates from
the awareness stage to the consideration stage
GCR is a leading indicator of how well your website resonates with your target
audience. Content strategist and website analysts will use your site wide
GCR as a baseline value to compare all the pages on your website. Pages
below the threshold will require optimization, while pages above the
threshold should be analyzed so you can repeat your success elsewhere
Success indicators;
A high goal GCR shows that your campaign is encouraging your target audience
to act
A high lead to win rate shows that your campaign is generating highly qualified
leads for your sales team.
© 2014 Shiv

8. SOCIAL MEDIA KEY PERFORMANCE INDICATORS
6. KEYWORD PERFORMANCE
Keyword rankings is a leading indicator which provides valuable information about your
ability to improve on existing rankings or rank on new keywords. That said, SEO
efforts need to account for the "big" marketing picture and analyze other factors
such as goal completion rates and return on investment
Success indicators;
Improving rankings for a keyword or keyword group
Improving click-through rates for ranked keywords
Improving goal completion rates for organic traffic visitors.
© 2014 Shiv

9. SOCIAL MEDIA KEY PERFORMANCE INDICATORS
7. END ACTION RATE
While similar to the goal conversion rate KPI, End Action Rate provides a broad
assessment of campaign performance by monitoring all possible outcomes
The end action rate KPI is intended to provide your team with actionable information
about your campaign performance. For example, if you are running a banner ad
campaign with a specific landing page, you will want to monitor secondary
metrics as well as goal completions. These secondary metrics will tell you how
well the page resonates with your audience and if the campaign was generally
well received. Many prospects aren't ready or willing to commit to a
purchase or share contact information on their first visit to your website,
but a good first impression can result in future engagements
Success indicators;
Campaigns that result in a high number of leads or wins
Campaigns that generate positive events like social engagements or contact requests
A reduction in negative events like bounces and exits.
© 2014 Shiv

10. SOCIAL MEDIA KEY PERFORMANCE INDICATORS
8. COST PER LEAD
The purpose of this metric is to provide your marketing team with a tangible
dollar figure so they understand how much money is appropriate to
spend on acquiring new leads
The cost per lead metric also provides important data to use in your return on
investment calculations. In fact, each stage of the purchase
funnel should have similar metrics associated with it, such as cost per
visitor and cost per win. Likewise, these metrics can be used to monitor
individual campaigns such as AdWords, banner ads, or social ads, or the
sum of your marketing efforts
Success indicators;
A low cost per lead with a high volume of quality leads.
© 2014 Shiv

11. SOCIAL MEDIA KEY PERFORMANCE INDICATORS
9. EMAIL MARKETING
ENGAGEMENT SCORE
The Email Marketing Engagement Score metric measures how effective your
campaigns are at engaging your audience by tracking key metrics like
open and click rates. Each of these metrics represents a different type
of engagement which will help you assess the performance of your
campaign. Open rates are linked to subject line performance, the
credibility of the sender, and the time the campaign was sent; click
rates, on the other hand, are indicative of how well the content resonates
with the audience and the relevance of the message
Success indicators;
A high and/or improving open rate
A high and/or improving click rate.
© 2014 Shiv

12. SOCIAL MEDIA KEY PERFORMANCE INDICATORS
10. SOCIAL INTERACTIONS
Key interactions can play a pivotal role in a post or story going viral, so ensuring you are
nourishing the right types of interactions is very important. As well, a strong
social media measurement strategy will map these interactions to other
marketing goals, such as website conversions or new wins
When measuring social interactions, it's important to remember that not all social
interactions are equally valuable; each social platform comes with a number of
different ways to interact with your audience. For example, one could argue that
a "retweet" is more valuable than a "favourite" on Twitter because a retweet
ensures the content stays in circulation longer. Similarly, different social
media sites will have varying importance to your brand. One brand may find
that Facebook is a hotbed of positive engagement, while another brand
really hits its stride on Pinterest
Success indicators;
• A high level engagement that corresponds to the completion of key marketing
objectives
• Viral posts that require little or no nurturing on your behalf
• Sustained engagement over a long period of time.
© 2014 Shiv

13. SOCIAL MEDIA KEY PERFORMANCE INDICATORS
Sources:
http://bit.ly/XsM8R
http://bit.ly/XsMhVBU
http://bit.ly/XsMyaU
http://bit.ly/XsMDvi
http://bit.ly/XsMKXL
There are a number of social media content solutions providers in
the market, to list a few; Radian6, Sysomos, HootSuite,
Tweetdeck, Facebook edgerank & Google Analytics.
© 2014 Shiv