4 Ways to Measure the ROI of your Social Media efforts

Four Ways to Measure the ROI of Your Social Media Efforts

October 2, 2010

Connect with Pandemic Labs

Matt Peters

Founder & Creative Director

[email protected]

www.pandemiclabs.com

www.pandemiclabs.com/blog

@PandemicLabs

What’re We Gonna Talk About?

• The Foundations of social media marketing success

• Four ways to measure ROI– Awareness– Engagement– Revenue– Lifetime value comparison

• Q&A

THE FOUNDATION

Foundation for Success

• These are the primary pillars of a successful social media strategy

• Everything undertaken must serve at least one

• Ideally, strategies serve all three pillars simultaneously

METRICS TO MEASURE

Awareness

• How many consumers are you reaching?

• Website Exposure

• Facebook Exposure

• Twitter Exposure

DEV = Digital Exposure Value

Engagement

• What is an engagement?

• Blog Measurement

• Facebook Measurement

• Twitter Measurement

Revenue

• Often the hardest to correlate to social media activities

• Link Tracking & Tagging

• Consumer Flow Analysis

• Coupon Codes

• Baseline Comparison

Lifetime Value Comparison

• Complicated and takes a long time

• Requires existing CRM

• Control group, and Fan group

• Compare consumer activity over a period of time

Review: KPIs to show ADR Success

• Awareness• Exposure• DEV

• Engagement• Multiple forms, one metric

• Revenue• Link Tagging• Consumer Flow Analysis• Coupon Codes

• Lifetime Value• Easiest with Facebook Fans

Questions