One of the greatest challenges faced by many today is the question on “What is my Return of Investment” for social media. Much as we would like to jump on the social media train or even to convince our management on the values of social media, one has to answer the question of “What is my Return of Investment”. Is there any investment value in this communication tool that many are talking about today? As any businessman will do, the ROI is an important aspect for consideration before boarding the train. In this presentation slide, we will set the record right on the various aspects of social media ROI and how to go about measuring them. The presentation slide will cover the following aspects of ROI on Social Media with an in-depth look into Facebook Insights:
1. What is Social Media ROI?
2. What can I measure – Non-Quantitative vs Quantitative data?
3. How to measure my Social Media ROI on my social media program or campaign?
4. A look at Facebook Insights with Interpretation and Analysis
5. 100 Ways to Measure Social Media
David Berkowitz, “100 Ways to Measure Social
Media” – Inside the Marketers Studio Blog
(www.marketerstudio.com/2009/11/100-ways-to-
measure-social-media.html)
1. Volume of consumer- 6. Seasonality of buzz 11. Asset popularity (e.g.
created buzz for a 7. Competitive buzz if several videos are
brand based on 8. Buzz by Category/topic embedded, which is
number of posts 9. Buzz by Social Channel used more)
2. Amount of buzz based (forums social networks, 12. Mainstream media
on number of blogs, Twitter etc.) mention
impressions 10. Buzz by stage in 13. Fans
3. Shift in buzz over time purchase funnel (e.g. 14. Followers
4. Buzz by time of researching vs 15. Friends
day/daypart completing transaction 16. Growth rate of fans,
5. Downloads & Uploads vs post-purchase) followers & friends
And much more…
12. Social Media Campaign Framework
Where are they -
Social Media Listen to
Social Networks (e.g.
Objectives Conversations
Facebook, Twitter)
Get Them to Like You
Get their Attention –
Conceptualize Your – Get Emotional –
Reaching Your
Campaign Recognize
Audience
Sentiments
Get Them to Interact Convince them to
Get Them to Share -
– Response – Buy – sell Values,
Referral
Triggering Actions Beliefs, Information
Do your measurement on an ongoing basis –
before, during and after the campaign
21. Facebook Insights – Referral Source
Statistic Definition Meaning Insights
New Likes No. of new people Awareness of your How did they get to
who have liked your Page know of your Page?
page for the first time Source?
on a given day.
Unlikes No. of fans who have This means that they Measure the rate of
disliked your page on do not enjoy your likes vs unlikes. This
a given day. contents, it is of no will give you a
value to them or they benchmark whether
found your posting a these fans are the
nuisance. targeted fans or the
contents are irrelevant
and are noise to them
Like Sources This is a breakdown of This indicates your Focus on those
the number of Page online presence and sources that generate
likes from the most the social networks a high traffic to your
common places where where you are Facebook Page and
people like your Page mentioned and generate more
pointing the fans back campaigns or
to Facebook activities at these
sources.