the science of social

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The science of social

Matt Rhodes, Strategy Director

9 May 2012

@mattrhodes

How to analyse and optimise your campaigns

to increase ROI

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A problem with social media ROI is people just

don’t know where to start

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Measure different things for different reasons

Need to establish

metrics and targets

at three different

levels Business Executives Business Metrics

Revenue, Reputation, NPS

Business Stakeholders Engagement data

Share of Voice, Resonation, WOM, Support Response,

Insights Intake

Community managers and Agencies

Social Media Analytics Clicks, Fans, Followers, RTs,

Views, Check-Ins

• Model business benefit

• Tie into existing measures

• Understand success for

each activity

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The ROI Case: Business Metrics

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Facebook is the 2nd

biggest driver of traffic

to the ecommerce store.

Higher basket value.

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A new route to continuous

engagement with a

hard-to-reach audience.

DesignSpark is at the centre

of a shareprice upgrade to

the RS Components business.

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The day-to-day: Engagement Metrics

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Mobilising teams across Europe.

Creating common purpose,

brand and measurement

frameworks

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A year’s worth

of Facebook

interactions in 4 days

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