social media roi: how to measure your success
TRANSCRIPT
CarmenShirkeyCollinsSocialMediaLead,CiscoTalentBrand@CShirkeyCollins#ROI2017
WhoAmI?
#ROI2017@CShirkeyCollins
WhatisROI?
#ROI2017@CShirkeyCollins
RETURNON
INVESTMENT
CoststhatAren’t$$
#ROI2017@CShirkeyCollins
• TIME(ismoney)andResources(aremoney)
Ifyoubill$100anhour
Andsocialtakesyou5hoursaweek
$500week x52weeks =$26,000
Getthebiggestbangforyoursocialbuck
#ROI2017@CShirkeyCollins
• Whatmakessenseforyourbusiness• Whereshouldyoufocusyourtime?
• Trackmetrics,adjust,change
Wheretostart
#ROI2017@CShirkeyCollins
GOALS
#ROI2017@CShirkeyCollins
WhatGoals?• Whoisyouraudience&wherearethey?• Look at the demographics of each social channel• Whatdoyouwantthemtodo?• Clicks? Likes? Comments?
• Whatisthepurposeofyourchannel?Expectations?
Withoutcleargoals,youwillnevershowsuccess!
#ROI2017@CShirkeyCollins
Let’shavesomefun!
THAT’SNOTHOWTHISWORKS
#ROI2017@CShirkeyCollins
• It’simportanttoKNOWhowthisworks• Thetimeittakes,thestrategy,etcwhenjumpingintosocial
WhoisYourAudience?
#ROI2017@CShirkeyCollins
• Developpersonas–age,personalitytype,etc.• Whatsocialmediadotheyuse?
WhereisYourAudience?
#ROI2017@CShirkeyCollins
Pros
Cons
• Worldwide,Jan2017
1.8BusersTrendsolder
Saturated
MostusersNetworks
PaytoPlay
600MusersMilennials
Overpost
VisualEngagement
Visuals
300MusersGenZ
NotIntuitive
New/Shiny“Cool”
Timespent
106MusersTrendsolder
OnlyPros
OnlyProsNetworking
Newsfeed
317Musers18-49
Movesfast
RealTimeNews-driven
OverwhelmsChar.Limit
Who*
Whatdoyouwantthemtodo?
#ROI2017@CShirkeyCollins
• AreyoutryingtodriveWebsiteviews?
• Areyoutryingtobuildbrandawareness?
• Areyoutryingtogetshares?
WhatyourAudienceDoesWhere
#ROI2017@CShirkeyCollins
Donuts?Ilike‘em!Eventhem!Eatinga#donutrightnow,andhere’salinkondonutthoughtleadership!Picofthebest-looking#donutever!Raw,authenticstoryaboutdonuts,thatwilldisappear&eraseallevidenceDonuteatingisinmyskillsetDoNOTdoubledunkyour
donut.Uniquecontentoneach
channel!
WhattoMeasure?
#ROI2017@CShirkeyCollins
• The”BigCheeses”needthe10,000-footview
• TheManagersneeda5,000-footview
• TheSocialteamneedsthe“intheweeds”view
• Growth/FollowerGrowth• Butinrelationtoengagementrate
• PLUS:Reach• PLUS:Engagement
• PLUS:Clicks,likes,trends,content
Let’sTalkaboutFollowers
#ROI2017@CShirkeyCollins
• Thesearethetotalnumberofpeopleoptingintoyourposts
• BUTIT’SNOTJUSTABOUTFOLLOWERS!
TheSocialMediaMythaboutFollowers
#ROI2017@CShirkeyCollins
• Howdoyougetthem?
Socialis,Well,SOCIAL!MeasureEngagement
#ROI2017@CShirkeyCollins
• The80/20rule
• “TheElevator”
HowDoYouMeasureEngagement?
#ROI2017@CShirkeyCollins
Numberofengagedpeople/followersx100=%
100followersx5engagements=5%EngagementRate
Don’tForgettoListen!
#ROI2017@CShirkeyCollins
Engagementcomesfromconversation
Followhashtags,lookforsentiment
WhatisReach?
#ROI2017@CShirkeyCollins
Ifafollowerhas100followers,andsharesapostPotentially,youhaveareachof100
MeasureOverTime
#ROI2017@CShirkeyCollins
• Keepaspreadsheetofnumbers/tacticseachday• Youcanseepatterns,growth,etc.Establishbaselinestomeasureagainst.
HowDoYouGettheNumbers?
#ROI2017@CShirkeyCollins
• Manual
• PaidTools
ManualMeasurement
#ROI2017@CShirkeyCollins
• Ads.twitter.com
• FacebookInsights
• LinkedInMetrics• InstagramMetricsforBusinessPages
BuildyourownDashboard.
• Snapchatmetrics(thehardesttoget)
UsingaMeasurementtool
#ROI2017@CShirkeyCollins
• NoManualWork
• ExtraMetrics
• ChartswithMetricsOverTime
Howdoyouvalueyourtime?
• SimplyMeasured• Buffer• Hootsuite
Summary
#ROI2017@CShirkeyCollins
• Knowyouraudience• GoalsFirst
• EngagementIsKey
• MeasurementDashboard
• Evaluatetotalcosts
• What’syourROI?
#AMATampaBay@CShirkeyCollins
SummaryPoints
• YouCANMeasureSnapchat
• GoalsFirst
• EngagementIsKey
• Manualvs.Tools
• EmbraceBeingSnapchatty
• KnowYourAudience