The Business Approach to Social Media&

The Ultimate ROI Measurement Guide

Founder of LiftMetrix Former COO of AOL

Graham Gullans Ron Grant

Graham GullansCo-Founder LiftMetrix

@grahamgullans

Speakers

Ron GrantFormer COO of AOL

Former Senior Executive and Time Warner

AgendaThe Business of Social (Finally)

Experiences from a former Media Executive

The New Business Approach to Social Media• Set the Right Objective

• Breakdown Marketing Silos• Don’t Justify…Optimize• Use Your Data Meaningfully

Social ROI Measurement Guide1. How to Select Your Social Goals2. How to Value Key Business Objectives3. How to Track Conversions and Discover Top ROI

Content

Social’s Explosive GrowthSocial media and mobile are the two fastest growing marketing channels

CMO’s are allocating budget to three areas:1. Social2. Mobile3. Analytics

By 2020, social media will account for 23.8% of marketing budgets,up from 10.7% today

Source: Kate Maddox, AdAge, 8/25/15

“Only 15% of CMOs said they have been able to prove the impact quantitatively of social media”

- AdAge

“43.5% said they have a good qualitative sense of the impact, but not quantitative impact.”

- AdAge

Difficultly Proving ROI

Source: Kate Maddox, AdAge, 8/25/15

#1 Challenge for Marketers

The Business of Social• Current measurement systems are failing

• Engagement is still the industry measurement standard

• Huge divide between what marketers want to accomplish and existing tools

Unmet Need: Tools that transform social marketing data into actionable

ROI driven intelligence.

Ron GrantFormer COO of AOL

Senior Exec at Time Warner

Business Approach to Social

1. Set The Right Objective

2. Breakdown Marketing Silos

3. Don’t Justify…Optimize

4. Use Your Data Meaningfully

Set the Right Objective

Your Social Goals ARE Your Business Goals

Breakdown Marketing Silos

Data Scientists are Core to Marketing“…take a lot of jobs away from marketers”

- Venture Beat

Don’t Silo Your Marketing Teams or Data

Marke

ting D

epar

tmen

ts

Create transparency so every stakeholder works toward business goals

Source: Scott Valentine, Venture Beat, 8/31/15

Marke

ting D

ata

Leverage social data to create your social strategy, rather than using it

to defend actions

Social Reports are Backwards Looking• Today - Analytics justify past actions• Future – Analytics inform social strategy

Vanity Metrics Don’t Tell the Right Story

Social reporting should focus on key learning’s and provide a blueprint for improvements

Don’t Justify…Optimize

Social has a good “Big Data” problem• There is more data than any other channel

Use the other 90% of your data

Solicit the help of• Data Scientists• Analytic Tools

Use Your Data Meaningfully

Tools can illuminate your social marketing efforts by measuring your real business objectives and

making intelligent recommendations.

ROI Measurement Guide

It is Hard to Measure the ROI of Social Media

ROI Measurement Guide

How Do I Calculate Social Media ROI?

The most common question we hear from social marketers struggling to show the value of social as a marketing channel.

The Social ROI Spectrum

Vanity metrics such as likes, shares and comments aren’t capturing the full social ROI spectrum

Social Metrics Click-To-Site Website Activity

 Likes, Shares, VideoViews, App Installs

Link Clicks eCommerce, Sign Ups,Email Acq., Conversions

Marketers need to set their social goals to their business objectives

3 Steps to ROI Measurement

We’ll map out how you can calculate the impact of social media

on your business and form a strategy to optimize results

Select Your Social Goals

Apply Value to Key Business Objectives

Track Conversions and Discover Top ROI Content

3 Steps:

1

2

3

1. Select Your Social GoalsQuestions To Ask:Q: How do I acquire customers?A: Website sign up, newsletter subscription, mobile app download…

Q: What online conversion trigger is closest to revenue generation?A: eCommerce purchase, free trial, new subscriber, page views…

Q: What action do I want my a social followers to take?A: Click on a link, watch a video, engage with my brand, comment…

Conclusion: Select the 1 – 3 customer acquisition events that directly contribute to your business

objectives

All of These Business Objectives Can be Tracked on Social

1. Select Your Social GoalsIndustry Business ObjectiveseCommerce PurchasesPublishers / Media Page Views, Video ViewsB2B Brands Free Trials, Newsletter Subscribers, Form

SubmissionsB2C Brands User Sign Ups, Mobile App DownloadsFinancial Services Customer Sign Ups, Promotion RedemptionsCPG Purchases, Redeem Coupons, ‘Learn More’ FormsIndustrials Contact Us, Brand AwarenessHealthcare Free Trials, ‘Learn More’ Forms

2. Assign Value to ObjectiveseCommerce Purchases –

• Add GA code to your checkout cart to track purchases from social

Page Views –• If you monetize your site through ads, calculate your average

CPMFree trial sign ups –

• (Customer LTV) * (Conversion Rate of Free Trial to Paid Customers)

Newsletter sign ups –• (Email subscribers that became customers) / (Email subscribers)

= x• (x) * (Customer LTV) = Value of an email acquisition

Mobile App Download –• (MAUs) * (Value of MAU)

Brand Awareness –• Avg. CPM rate on social ads

Connect the dots from social to site

3. Track Conversions

Most business objectives are triggered on brand websites• Set up conversion events using Google Analytics

(eCommerce, Goals), Facebook Ad Pixels and Omniture Events.

3. Track ConversionsCreate Google goals and apply value to conversions

Use UTM parameters in links to track purchases and goals on a content level

Source: LiftMetrix

3. Discover Top ContentMeasure ROI on social content. Tag content to discover top ROI themes.

LiftMetrix ROI Consultation

Select Your Social Goals

Apply Value to Key Business Objectives

Track Conversions & Discover Top ROI Content

1

2

3