What gets measured gets improved social media roi

Copyright © 2011 Adonai Training LLP. All rights reserved.

What Gets Measured Gets Improved
Social Media ROI

Presented by:
Rebekah Seragih
Adonai Training LLP

Agenda
Why Measure
What’s to Measure – 100 Metrics
How to Measure
Example of some of the Social Media
Measurement Tools
Case Study – Facebook Insights

Copyright © 2011 Adonai Training LLP. All rights reserved. 2

Why Measure

While much has been written questioning the value of
social media this landmark study has found that the
most valuable brands in the world are experiencing a
direct correlation between top financial performance
and deep social media engagement. The relationship is
apparent and significant:

socially engaged companies are in fact
more financially successful.

Social Media Brand Engagement Database: Ranking the Top 100
Global Brands


Laying the Table
In social media, it is no longer about showing your
dinner party your snapshots, it’s about showing
the world your snaps, videos, views and
information and allowing the world to comment on
it. This is where virality get serious.
What people are saying about you online is now
more important than your advertising cost and
returns.
Social media is no longer a fad or a hype but a
significant part of your marketing mix.


100 Ways to Measure Social Media
David Berkowitz, “100 Ways to Measure Social
Media” – Inside the Marketers Studio Blog
(www.marketerstudio.com/2009/11/100-ways-
to-measure-social-media.html)
1. Volume of consumer- 6. Seasonality of buzz 11. Asset popularity (e.g.
created buzz for a 7. Competitive buzz if several videos are
brand based on 8. Buzz by Category/topic embedded, which is
number of posts 9. Buzz by Social Channel used more)
2. Amount of buzz based (forums social networks, 12. Mainstream media
on number of blogs, Twitter etc.) mention
impressions 10. Buzz by stage in 13. Fans
3. Shift in buzz over time purchase funnel (e.g. 14. Followers
4. Buzz by time of researching vs 15. Friends
day/daypart completing transaction 16. Growth rate of fans,
5. Downloads & Uploads vs post-purchase) followers & friends

And much more…

What’s Next

How do I measure?


Identifying Goals
Never step plunge into social media marketing
without setting your business goals to meet and
the social media objectives.
This is the realm of public opinion and customer
conversations.
It is viral and information is difficult to contain
once it is out.
Never step into a scene without a clear idea of
why you are there and what you want out of it.


Set Clear Measurable Objectives
Goals drive metrics, and metrics drive results.
Figure out what problem(s) you need to solve, and
those goals will determine your metrics.
E.g. If your goal is improving reputation or
relationships with your audiences, then measure:
relationship scores
Recommendations
Positioning
Engagement
Remember: You can't manage what you can't
measure, so set measurable goals.


The 3 Big Goals in Business

Step 1 Determine what
are the social
media objectives
Increase Revenue
for each of these
business goals you
want to achieve.
SM Be Specific!

Improved Customer
Lowered Costs
Satisfaction Measure what’s
Matter


Design Your Social Media Campaigns

Step 2
Business Goals

Social Media
Objectives for each
Goal

Design Your Social
Media Campaigns to
meet the objectives


Social Media Campaign Framework

Where are they -
Social Media Listen to
Social Networks (e.g.
Objectives Conversations
Facebook, Twitter)

Get Them to Like You
Get their Attention –
Conceptualize Your – Get Emotional –
Reaching Your
Campaign Recognize
Audience
Sentiments

Get Them to Interact Convince them to
Get Them to Share -
– Response – Buy – sell Values,
Referral
Triggering Actions Beliefs, Information

Do your measurement on an ongoing basis –
before, during and after the campaign

Social Media Measurement Tools
Use these tools to measure your social media objectives
Free Tools:
Facebook Insights
Twitter Search
Hootsuite
Bit.ly
TweetDeck
Web Traffic – Google Analytics
Incoming marketing (search) effectiveness, use Hubspot –
free website, Facebook, and Twitter grader
Listening Tools:
Social Mention – www.socialmention.com
Google Alerts
Join Twitter, then search Twitter and use TweetDeck


Facebook Insights – User Overview


Facebook Insights – User Overview
Statistic Definition Meaning Insights
New Likes No. of new people Awareness of your How did they get to
who have liked your Page know of your Page?
page for the first time. Source?
Lifetime Likes The Total No. of Your contents are What are the types of
people who have liked valuable & they stay contents that draw
your page. on them in & keep them
in?
Active Users 1-day, 7-day, 30-day The value of your Page  What are the types
count of people who or Posts’ contents by of contents that
have interacted with daily, weekly or draw them in &
or viewed your Page monthly keep them in?
or its posts.  What is the trigger
points or touch
points that trigger a
response and
action?


Facebook Insights – Daily Active Users Breakdown

Take note of the sudden increase
or decrease in the chart.


Unique Page Views No. of distinct people The content of a Analyze what are the
who view any of your particular page is contents or activities
Page on a given day drawing the attention that are drawing in
of the fans and non- the fans or keeping
fans. them out. Usually this
is based on a
campaign or activity
promotion.
Post Viewers No. of distinct people The message and the Determine the types
who view your posts wordings are catching of message and
on a given day the attention of your wordings vs the
fans. personas of the fans.
They must match.
Design future
announcements, wall
postings using the
same message and
wordings.


Liked a Post No. of people who like This determine the value They enjoy the contents
what you have posted on of your post and whether and this indicates you are
a given day the contents touch an heading in the right
emotion point of your directions
fans
Commented on a Post No. of people who This determine the value This means that the fans
responded with a of your post and whether are engaging with you
comment on a post and the contents touch an and the contents have
engaging with you in a emotion point of your touched a good or sour
conversation on a given fans that they want to point in your fans.
day share with you and the
world to see

Wall Posts No. of people who posted The fans are seeking for They look at you as a
their status in your Page’s your opinions, comments subject matter expert if
wall posts on a given day assistance, or wanting to they are seeking for help
share some information or sharing their opinions.
with your other fans of They want to engage in a
the same interest conversation by taking
the first step to post in
your Page’s wall.


Facebook Insights – Referral Source


Facebook Insights – Referral Source
New Likes No. of new people Awareness of your How did they get to
who have liked your Page know of your Page?
page for the first time Source?
on a given day.
Unlikes No. of fans who have This means that they Measure the rate of
disliked your page on do not enjoy your likes vs unlikes. This
a given day. contents, it is of no will give you a
value to them or they benchmark whether
found your posting a these fans are the
nuisance. targeted fans or the
contents are irrelevant
and are noise to them
Like Sources This is a breakdown of This indicate your Focus on those
the number of Page online presence and sources that generate
likes from the most the social networks a high traffic to your
common places where where you are Facebook Page and
people like your Page mentioned and generate more
pointing the fans back campaigns or
to Facebook activities at these
sources.

Facebook Insights - Activity
Page Views Total hits to your Fans or non-fans who Analyze what are the
Facebook Page – fans view your Page from contents or activities
and non-fans various sources that are drawing in
the fans.
Unique Page Views The total unique These fans and non- Analyze what are the
logged-in Facebook fans are in Facebook contents or activities
users who visited your and they viewed your that are drawing in
Page – fans and non- News Feed. For the the fans or keeping
fans non-fans, they view them out. Usually this
the News Feed on is based on a
their friends’ walls campaign or activity
who share your wall promotion.
postings on their own
walls.


Facebook Insights - Activity
Total Tab Views Total Page view by Tab Views are usually Analyze which activity,
Tags – logged into used for campaigns or contents, wordings
Facebook or not. promotion. This and visual layouts
determined whether attract the highest
the campaign, activity, view. Try a
visual, contents are combination to get
catching the attention the right tab contents
of your fans and non- for your fans.
fans.
External Referrers Top referring external This indicates that Invest your marketing
domain sending traffic your Page has its efforts in these
to your Page. presence in other external domains and
domains and they are to engage them in
drawing in the fans for your online marketing.
you.


Facebook Insights – Interactions Overview


Facebook Insights – Interactions Overview
Post Views The number of times  The contents posted is Analyze the chart to see
people (Fans & Non-Fans) drawing your Fans’ which contents and what
have viewed a News Feed attention. types of contents posted
story posted by your  The contents have that spurred your fans
Page. gone viral. Your fans into action.
love it & they share it
with their friends.
Post Feedback The number of likes and The post is engaging or  If there is a lot of likes
comments made on the enticing that it caused & comments, then
News Feed stories posted your fans to engage with identify a trend or
by your Page. you & start a pattern that kicks your
conversation. fans into action.
 Analyze the personas
of these fans & modify
your future campaigns
to meet their needs.
 Determine whether
the comments are
feedback on your
company, product or
services that require
your attention.

About The Author
Rebekah Seragih
A Business and Marketing Strategist in her own rights, Rebekah has been
offering consultancy advices on business strategy, marketing, training,
operations, crisis management and change management to MNCs,
governments and businesses for more than 15 years. She has been
involved in major international projects amounting more than US$30
million. As the pioneer Strategists in Asia in her field, one of her
achievements is the design and engineering the first touch screen ATM
machine in Asia and implementing it throughout Asia and Europe with one
of the international bank. She has also strategized and designed the world’s
credit card merchant tracking system that resulted in merchant credit card
fraud management.

Rebekah has conducted seminars, workshops and trainings to audience all
over the world which includes corporations, business owners,
governments, and financial institutions. For the past 8 years, she has her
passion in building schools in developing countries for the poor making
education available to the needy and orphans. She is also involved in
selective charity programs round the globe.

Looking to do much more, she has engineered her own holding company
with a special focus on being a social entrepreneur in all the niche business
start--ups under the holding group to make a difference in the lives of
others.


About Adonai Training
Adonai is a leading training and online media consultancy company in Asia. Led by amateur
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