online recruitment seminar 2011 social media roi herwin wevers

SOCIAL MEDIA MEASUREMENT

Pan European Online Recruitment Seminar

Herwin WeversFacebook.com/WebBoomm

Twitter.com/HerwinWevers

Linkedin.com/in/WebBoommWebBoomm.com/nl

Social Media Marketing

Trend #8

Possible?

What are we measuring?

NO

YES

•Look for Correlations

•Matched Market Analysis

•Social Media Metrics

Brand metrics are still the most

common things to measure

Although budgets are rising, the ROI

question is still not answered

BOSS: HOW MANY FRIENDS DO YOU HAVE?

SECRETARY: 3978

BOSS: WOW. OUR BIGGEST COMPETITOR ONLY

HAS 876

BOSS: HOW LONG DOES THAT TAKE?

SECRETARY: ONE MONTH SIR

BOSS: CAN YOU CREATE AND MAINTAIN OUR

COMPANY PAGE?

SECRETARY: SURE. GIVE ME 5 MINUTES

#1 Mention on Facebook #2 Visit from Tweeted Link

#3 Pictures from Search query

#4 Video from Search query

#5 Brand from Search query

Typical Lifecycle of Brand Impressions & Visits Prior To Conversion

Conversion

#1 Mention on Facebook #2 Visit from Tweeted Link

#3 Pictures from Search query

#4 Video from Search query

#5 Brand from Search query

Typical Lifecycle of Brand Impressions & Visits Prior To Conversion

Q: Which of these channels should get the credit for conversion?

A: Probably all of them, but that´s not how analytics tools measure.

But is Nearly Useless By Itself

Via http://www.seomoz.org/blog/4-essential-seo-infographics

http://blog.eloqua.com/the-content-grid-v2/

SO YOU CAN´T TRACK IT…..

OR CAN YOU?

RULE #1

ROI IS A BUSINESS METRIC, NOT A MEDIA METRIC

RULE #2

ROI STANDS FOR RETURN ON INVESTMENT. PERIOD.

RULE #3

EVERY VARIABLE YOU INCLUDE HAS A VALUE

#1 ESTABLISH A BASELINE

#2 CREATE ACTIVITY LINE

#3 MONITOR VOLUMES (MENTIONS)

#4 LOOK AT TRANSACTIONAL DATA

#5 OVERLAY ALL DATA ON A SINGLE

TIMELINE

#6 LOOK FOR PATTERNS

Matched Market Analysis

• Measures narrow market level activities

• Markets, regions

• Uses “test” and “control” cells that are statistically matched to ensure same sales behavior of the product in the markets

• Proven methodology

Increasingly CPG Companiesare Using Social Media to Measurably Drive Sales

What CPG brands look forin credible sales & ROI measurement

• Actual offline sales data – not just purchase intent

• Ability to measure sales lift/incremental sales

• Able to isolate campaign impact through statistically valid and industry proven methodologies

• Projectable to a larger campaign or roll-out universe

• 3rd party validation

FACEBOOKOFFLINE

Offline & Facebook conversations are sufficiently geo concentrated

Matched Market Analysis –Why it can work for Social Media Analysis

1. Large marketers, like CPGs, are increasingly demanding that social marketing spend is accountable

2. ROI is a financial metric

3. Deliver ROI by approaching social marketing with a direct response mindset

4. Track volume, time, and location of campaign impressions, then correlate with actual transaction data

5. Work with 3rd party analytics providers, internal analytics teams, & industry experts to use methods like matched market analysis, marketing mix modeling

Key Takeaways

…Or stick With The Social Media Metrics

•Traffic data - how many visits and visitors did social drive to our sites?

•Fan/follower data - how many people are in our various networks and how are they growing?

•Social interaction data - how are people interacting with, sharing and re-sharing our content on social networks?

•Social content performance - how is the content we're producing on social sites performing?

T

• Followers (and follower growth over time) - the unique number of Twitter users who've "followed" my account

• @ Replies - the number of tweets sent that begin with my account name

• @ Mentions - a tweet that includes my account name, but uses it inside the tweet

• Brand Mentions - tweets that contain the brand/account name but don't use the @ symbol

• Best Performing Content - the content I shared on Twitter that earned the most clicks, retweets and shares.

Twitter Metrics

#1 Company Page

LinkedINMetrics

#3: Growh of Followers#2 Unique visitors

#4: Views #5: Appearances' in Search #6: Site´s Source Traffic Google Analyics

Twitter Monitoring Tools

Twitter Audit