3. Agenda
• Setting the right goals
• KPIs for social media
• Tracking KPIs and calculating ROI
• Reporting
• Bring it all together
• Resources
• Questions
4. KPIs
• Key Performance Indicators –metrics that
evaluate success of a particular activities
– Shows progress toward strategic goals
– Set KPIs based on goals
6. Look at department goals
• Sales and marketing
– Brand awareness
– Increase sales
– Customer retention
• HR
– reduce recruiting costs
– increase talent pool
• Customer service
– reduce number of phone calls
– Decrease negative sentiment
• Research
– Gain customer feedback to improve program
– Crowd source a new product offering
7.
8. Social media goals
• Increase brand awareness
• Increase leads and sales
• Improve online reputation
• Retain clients
9. Social Media Metrics
• Community memberships
• Engagement with content
• Reputation
• Social Conversions
10. Reach: community membership KPIs
• Number of followers, likes and subscribers
• Growth over time
– Broad metric
– Low business value
– Early stages, branding
– Foundation building
11. Mobility and Engagement KPIs
Are you connecting?
• Likes and shares
• Tweets from content
• Retweets
• Pinterest re-pins
• YouTube video likes, shares and embeds
• LinkedIn post likes and shares
• Compare to industry and competition
12. Market Reputation
• Brand mentions in conversations
• Competition
• Industry
• Sentiment
– Positive
– Negative
– Neutral
• Direct communication with your brand in
social spaces
16. Beyond clicks to your website
• New visits
• Repeat visits
• Time on site
• Conversions and source
– Subscribe to newsletter
– Fill out a form
– Download some content
– Watch a video
– Contact you
– Share your content from website
– Buy something!
17. Measures of Success
• Sales and marketing
– Number of new customers
– Positive mentions, shares and engagement growth
– Retention
• Customer service
– Number of calls to customer service
– Number of complaints handled online
– Results of a customer satisfaction survey compared to previous years
• HR
– Leads acquired to number of hires
– Reduction in employee acquisition costs
– Quantity of qualified candidates
• Research
– Number of surveys completed
– Ideas shared for improvement
19. How do I organize all these numbers?
• Likes, subscribers, followers, retweets,
comments
• Brand mentions and conversations and by
who?
• Relevant industry conversations
• Social compared to other channels
• Leads from social
• Sales from social
• Positive and negative mentions
20. Tools for Listening
• Brandwatch ($)
• SproutSocial ($)
• Radian6 ($)
• Social Mention
• Google alerts
24. Connect Data Sources!
• CRM
• Analytics tools
• Listening tools
• Marketing automation
• Email systems
• Social media management systems
25. Calculating SM Value and ROI
• SOV = # brand conversations/# industry
conversations
• REACH = # of followers all platforms
• GROWTH = month over month; Q over Q
• ENGAGEMENT = # shares + likes + retweets +
comments/ total number of posts/content
• LEAD GENERATION = # new leads from social
channels/ total # leads
26. • SOCIAL SALES EFFECTIVENESS = # sales from
social channels/ total sales
• COMPLAINT VISIBILITY/FEEDBACK
– Ability of staff to comment on social channles
– Ability to identify issues
– Sentiment shifts
27. ROI
• Social Media vs. Paid Media
– Calculate total impressions and actions
– Sum the value of impressions and actions
– Compare to total spend on social media
• Qualified Lead value
• E-Commerce
– Google Analytics, number of transactions
28. Example: Local Restaurant
• Mission– To have the best food in town
• Goal – To increase sales
• Department goal – Increase daily traffic at store
• Social media goal – Grow audience and
engagement
• Social media tactic – create promotions and
distribute special offers to fans
• Social Media Metric – Number of contest
submissions, positive mentions, offer
redemption, shares and engagement growth
29. Free Resources
5 Essential Spreadsheets for Social Media
Analytics*
1. Fetch Twitter Search Results
2. Count Facebook Likes and Shares
3. Compare Facebook Pages
4. Monitor Social Media Reputation
5. Extract and Archive Your Followers
*Credit Ann Smarty
http://mashable.com/2012/02/09/social-media-
analytics-spreadsheets/
30. Think Big Picture
Analyze all of your strategies together and
how results tie back to your company’s
mission, goals and overall business objectives.
