Social Returns Measuring Impact & Influence
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Social Returns: Measuring Impact & Influence #HighRoadU
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Social is ubiquitous, but it's also notoriously fuzzy when it comes to measurement. This is probably the key factor that keeps social relegated to a nice-to-have, but not critical function within the organization. If you ever have an executive or board member asking how your campaigns are working in the social sphere, then this webinar is for you. Learn how you can take an executive view at social metrics and present a compelling case to your executive team. Watch this entire webinar and others by Highroad U on our YouTube channel: http://youtu.be/vm0jRCIT1FI
Transcript of Social Returns Measuring Impact & Influence
Social Returns:
Measuring Impact & Influence
#HighRoadU
www.highroadsolution.com
The Truth About Social Marketing
from an executive viewpoint
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www.highroadsolution.com
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Breaking Through the Noise
gaining the executive’s attention
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1) Digital LandscapeHere’s What We Deal With
Everyday
Content World
Event World
Ad World
Mobile World
Social World
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1) Digital LandscapeHere’s Where We are Losing Efficiencies &
Working Manually
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1) Digital LandscapeHere’s Where We Could Measure if
There Was Time to Measure
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2) Influence to Lead to Conversion
Here’s How We Should Be Able to Measure
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Definitons
• Influence: Brand Awareness, Getting in Front of People & Being Memorable
• Reach: Number of People Seeing Your Message
• Conversion: People Taking the Action You Wanted them to Take
• Consolidation of Systems• Integration of Systems• Automation of Systems• Appending Codes onto URLs• Source Codes to Input• Google URL Builder• Code Shorteners (Bit.ly, etc.)• Cookies• Google Analytics Codes
What You Need: Digi Tracking
• Track at campaign level• One code across channels• Scoring• Report at campaign level
for C-level & Board level folks
How to Track Differently
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How to Talk Differently
• GTM Plan• Critical Metric Milestones• Frequency of Measurement• Post-Mortem
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How to Report Differently
• Lift (Increase) • Attrition (Lost
“Customers”)• Reach:– Influence– Engagement*
• Revenue (Conversion)
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Example: Campaign Level Reporting
• Annual Meeting: Marketing Impact– 12% Lift in Registrations (Conversion)
YOY, QOQ or MOM– 45% Increase in Reach (Influence)
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3) Influence Dashboardexecutives care about the origin of future
revenue
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Source Raw Weight Weighted
Facebook fans 1200 0.05 60
LinkedIn followers 500 0.05 25
# Site Visitors 1000 0.2 200
# Email Subscribers 400 0.3 120
# Twitter followers 300 0.05 15
# Voicemails Opened 500 0.3 150
# YouTube subscribers 100 0.05 5
575Index Score
Engagement & Influence Index Scoring
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Index Scores
2013
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Influence 575 578 577 600 612 673 690 692 689 700 701 720Engagement 145 147 137 150 154 167 180 190 191 210 213 214
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Index Graph
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC0
100
200
300
400
500
600
700
800
InfluenceEngagement
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Summary
1) Educate on the Digital Landscape2) Change the Conversation3) Change What You Focus On4) Change How You Report
