Social Media Measurement and ROI: Making the Connection from Monitoring to the Bottom Line
@tacanderson@neilbeam
February 18, 2010
@tacanderson@neilbeam
Shout Outs…
• Tableau…• Our SMB handlers… esp. Colleen, Colin, Warren, Heidi
• Wine Gal…• Job Seeker…• My ride here today!
All of you for joining us here in person and online!
Disclaimer…
Our views are our own, not necessarily those who provide our paychecks
What are we going to tell you…• ROI is a Monetary Metrics
• Attribution is a KEY most everyone is missing
• Timeframe is another key
• Scope of ROI is different for everyone
How are we going to tell you…
• Stories– Ben’s Story– ATTCustomerCare
Format: One of us shares, the other adds color… hopefully this works
From Sean last month…
Tom’s Story
Let’s get started: Ben’s Story
Weak ROI ties, but a start
Some considerations• 3700 message views for
1 post• Net Promoter Attribution
(20 pts in 14 months)• Brand Reputation• SEO• Capturing the
unexpected
Taking it a step further…• Benchmark before and after
the program– Sentiment– SEO– Mentions
• Establish values to human activity: i.e. – $0.02 per view; – $2 for a review; – $1 for a Kudo/net Up-Vote – $10 for a “Solution”
Strong(er) Impact Metrics
Some considerations• 1000 tweets per month
* 15 staff• cSat• Neg. trends are down• Monitoring to address
comments off AT&T Sites
Taking it a step further…• Map Call Drivers to
Social Tactics• Publish Score Card with
ROI
PR/ARDigital Communications
Monitor CRM Analytics
Customer Conversation Traffic Data Filtered by IP
Product/ServicesOffers
DirectMarketing
Socially ActiveCustomers
Socially Integrated Sales
WebMarketing
Socially ActiveEmployees Actionable Sales Info
Social Sales
• Shorter Sales Cycles• Increase Renewal Rate• Increased Up sell• Direct ROI
Where can you take this…• Sales: Social Ads
– Control group vs.:• Conversions per 1K impressions (CPTI)• Cost per Conversion
• Customer Service: Call driver attribution– Formula of Importance {AHT, FCR, Number of calls}– Match Social tactics to the key call drivers
• Example: Brand Awareness – Arbor Day – Going Green– Social Monitoring/Listening (before and after):
• Sentiment• Mentions
– Map the social graph and understand expanded relevant reach and the interaction levels that occur w/in the graph
What did we try to tell you…• ROI is a Monetary Metrics
– Most organizations like to report “impact” metrics and suggest these are ROI
• Attribution is a KEY most everyone is missing– Benchmark, set baselines and watch movement– Survey for attribution, root cause of a behavior– Design for ROI, establish a control group
• Timeframe is key– Sales investments & returns tend to be faster, but less sustainable– Service tends to take longer, but trends towards sustainability
• Scope of ROI is different for everyone– Project Scope – most common– Utility Scope – most comprehensive– Person Scope – the future (that’s why everyone talks about those influencers)
Resources
WOMMA Metrics Guidebook: http://issuu.com/womma/docs/metricsguidebook(available for viewing at this link until 3/5) – or ask Neil to send you a copy
SMAC Metrics: http://wiki.smac.org
Q & A
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