social media metrics and roi: revenue
DESCRIPTION
My presentation to Social Media Club Orlando. There were 5 panelists, and each was given 10 minutes to present a metric of their choice, one which each felt was the most important. I chose revenue, as at the end of the day, that's the only one that truly matters. If you are looking for a great presentation on the topic, see Olivier Blanchard's: Basics Of Social Media Roi found at: http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi.TRANSCRIPT
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Murray Izenwasser
@murrayiz
www.ContactMurray.com
Social Media Metrics for ROIJune 8, 2010
Social Media Club - Orlando
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If you like
what you
hear,
please
Tweet
Post
Blog
about it
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So,
Who
Is
this
Guy?
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Revenue
(the only
metric that
really
matters)
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Very Much!
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Oh, You
Want to
Know How?
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Quick QuestionHow are you
measuring
marketing
success now?
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With One Of These?– Pageviews
– Unique visitors
– Members
– Posts (ideas/threads)
– Number of groups (networks/forums)
– Comments & Trackbacks
– Tags/Ratings/Rankings
– Time spent on site
– Contributors
– Active contributors
– Word count
– Referrals
– Completed profiles
– Connections (between members)
– Ratios– Member to contributor
– Posts to comments
– Completed profiles to posts
– Periods– By day
– Week
– Month
– year
– Frequency– of visits
– Posts
– Comments
– Satisfaction
– Affinity
– Quality and speed of issue resolution
– Referral likelihood
– Relevance of content, connections
– Cost per number of engaged prospects
– Number of leads/period
– Number of qualified leads/period
– Ratio of qualified to non-qualified leads
– Cost of lead
– Time to qualified lead
– Lead conversion
– Number of pre-sales reference calls (to other customers)
– Average new revenue per customer
– Lifetime value of customers
– Customer satisfaction
– Number of initiated support tickets per customer per period
– Support cost per customer in community
– Product Development
– Number of new product ideas
– % of ideas from customers / prospects / community
– Idea to development initiation cycle time
– Revenue/Adoption rate of new
products from community vs. traditional sources
– Retention/Employee turn over
– Time to hire
– Prospect identification cost
– Prospect to hire conversion rate
– Hiring cost
– Training cost
– Time to acclimation for new employees
– New 'friends' after 30/60/90 days
– Number of friends met online that users have met offline
– Number of friends met online that member has subsequently collaborated with
– Number of ideas that the user has gotten and then used in their work
– Net Promoter Score
– Meme Lifecycle
– Number of mentions (tracked via web or blog search engines)
– Positive/Negative listing ratios on major search engines
http://www.thesocialorganization.com/social-
media-metrics.html
http://www.interactiveinsightsgroup.com/blog
1/social-media-metrics-superlist-
measurement-roi-key-statistics-resources
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without express permission. All rights reserved
Quick Question
What
would you
base an
employee’s
pay on?
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without express permission. All rights reserved
One Of These?– Pageviews
– Unique visitors
– Members
– Posts (ideas/threads)
– Number of groups (networks/forums)
– Comments & Trackbacks
– Tags/Ratings/Rankings
– Time spent on site
– Contributors
– Active contributors
– Word count
– Referrals
– Completed profiles
– Connections (between members)
– Ratios– Member to contributor
– Posts to comments
– Completed profiles to posts
– Periods– By day
– Week
– Month
– year
– Frequency– of visits
– Posts
– Comments
– Satisfaction
– Affinity
– Quality and speed of issue resolution
– Referral likelihood
– Relevance of content, connections
– Cost per number of engaged prospects
– Number of leads/period
– Number of qualified leads/period
– Ratio of qualified to non-qualified leads
– Cost of lead
– Time to qualified lead
– Lead conversion
– Number of pre-sales reference calls (to other customers)
– Average new revenue per customer
– Lifetime value of customers
– Customer satisfaction
– Number of initiated support tickets per customer per period
– Support cost per customer in community
– Product Development
– Number of new product ideas
– % of ideas from customers / prospects / community
– Idea to development initiation cycle time
– Revenue/Adoption rate of new
products from community vs. traditional sources
– Retention/Employee turn over
– Time to hire
– Prospect identification cost
– Prospect to hire conversion rate
– Hiring cost
– Training cost
– Time to acclimation for new employees
– New 'friends' after 30/60/90 days
– Number of friends met online that users have met offline
– Number of friends met online that member has subsequently collaborated with
– Number of ideas that the user has gotten and then used in their work
– Net Promoter Score
– Meme Lifecycle
– Number of mentions (tracked via web or blog search engines)
– Positive/Negative listing ratios on major search engines
http://www.thesocialorganization.com/social-
media-metrics.html
http://www.interactiveinsightsgroup.com/blog
1/social-media-metrics-superlist-
measurement-roi-key-statistics-resources
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without express permission. All rights reserved
Probably
Not
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without express permission. All rights reserved
You May Be
Asking…
Um, Then
How?
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without express permission. All rights reserved
Establish a
Baseline
www.contactmurray.com© Biztegra, Inc. May not be Reproduced in whole or part,
without express permission. All rights reserved
With All Of These– Pageviews
– Unique visitors
– Members
– Posts (ideas/threads)
– Number of groups (networks/forums)
– Comments & Trackbacks
– Tags/Ratings/Rankings
– Time spent on site
– Contributors
– Active contributors
– Word count
– Referrals
– Completed profiles
– Connections (between members)
– Ratios– Member to contributor
– Posts to comments
– Completed profiles to posts
– Periods– By day
– Week
– Month
– year
– Frequency– of visits
– Posts
– Comments
– Satisfaction
– Affinity
– Quality and speed of issue resolution
– Referral likelihood
– Relevance of content, connections
– Cost per number of engaged prospects
– Number of leads/period
– Number of qualified leads/period
– Ratio of qualified to non-qualified leads
– Cost of lead
– Time to qualified lead
– Lead conversion
– Number of pre-sales reference calls (to other customers)
– Average new revenue per customer
– Lifetime value of customers
– Customer satisfaction
– Number of initiated support tickets per customer per period
– Support cost per customer in community
– Product Development
– Number of new product ideas
– % of ideas from customers / prospects / community
– Idea to development initiation cycle time
– Revenue/Adoption rate of new
products from community vs. traditional sources
– Retention/Employee turn over
– Time to hire
– Prospect identification cost
– Prospect to hire conversion rate
– Hiring cost
– Training cost
– Time to acclimation for new employees
– New 'friends' after 30/60/90 days
– Number of friends met online that users have met offline
– Number of friends met online that member has subsequently collaborated with
– Number of ideas that the user has gotten and then used in their work
– Net Promoter Score
– Meme Lifecycle
– Number of mentions (tracked via web or blog search engines)
– Positive/Negative listing ratios on major search engines
http://www.thesocialorganization.com/social-
media-metrics.html
http://www.interactiveinsightsgroup.com/blog
1/social-media-metrics-superlist-
measurement-roi-key-statistics-resources
www.contactmurray.com© Biztegra, Inc. May not be Reproduced in whole or part,
without express permission. All rights reserved
Start Your Programs
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without express permission. All rights reserved
Track Everything
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Create Activity Timelines
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Look At
Revenue
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without express permission. All rights reserved
Match It All Up
Before After
How was this group
Touched by SM?
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Easy, Peasy, Lemon
Squeezy?
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A Great Little Presentation (special thanks!)
http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi
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without express permission. All rights reserved
A Very Good Little PDF
http://www.radian6.com/wp-content/uploads/2010/03/Radian6_eBook_March2010.pdf
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without express permission. All rights reserved
(You?)
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without express permission. All rights reserved
Photo CreditsAlberto Paroni / www.io-me.info
Brian Lary / http://www.sxc.hu/profile/blary54
ilker / http://www.sxc.hu/profile/ilco
Duane Jones / http://www.beglitterati.com
Kriss Szkurlatowski / http://www.sxc.hu/profile/hisks
Svilen Milev / http://www.facebook.com/group.php?gid=307482866218
Andrew Beierle / andrewbeierle.com
Gabriel Del castillo / http://girovisual.com/tours.php
Murray Izenwasser / http://murrayiz.com
www.contactmurray.com© Biztegra, Inc. May not be Reproduced in whole or part,
without express permission. All rights reserved
Murray Izenwasser
@murrayiz
www.ContactMurray.com
Social Media Metrics for ROIJune 8, 2010
Social Media Club - Orlando