measuring the roi of your social media efforts€¦ · measuring the roi of your ... outposts and...

MeasuringtheROIofYourSocialMediaEfforts

HeidiSullivanVicePresident,MediaResearch,Cision

@hksully

•  Usemetricsthatma;er

•  Trackandmeasuretheimpactofwordofmouthcampaigns

•  DevelopyourbusinessobjecEves

•  Establishbenchmarksforsocialmediameasurement

4KeystoSuccessfulSocialMediaMeasurement

Ayearandahalfago,only16%ofprofessionalssaidthattheymeasuretheROIoftheirsocialmediaprograms.

DevelopingBusinessObjecEves

Increasesales/leads

Developtrust/socialcapital

Raiseawareness

Drivetraffic

ManagereputaBons

Gaincustomerinsight

EstablishingBenchmarks

 IdenBfyinfluencers LocatecommuniBes

 DetermineshareofconversaBon

 Knowyourkeywords Pickyourmetrics

MonitoringUseaprofessionalsoluBonlikeCisionorRadian6toeasilytrackandmanagemenBonsacrossoutpostsandmeasurewithinyoursoKwaresoluBon.

IfyouarejustgeNngstarted,anddon’thavethebudget,usefreetoolstomonitor–itjusttakesmorelegwork.

  UniqueVisitors(UVs)perDay/Month

  Likes/Votes

  SenBment

  TimeSpent

  NewVisitorsvs.ReturnVisitors

 Inboundlinks:thecurrencyoftheWeb

 Blogcomments

 TwiZer:Retweets,Follower/FollowingRaBo,Engagement

 CitaBonsonsocialnewssharingsites

MetricsThatMa;er

► Developbusinessgoalsandbenchmarks

► MonitorthesocialwebforbrandmenBons,keywords,compeBtors

► Mapyourmetrics

► ShowROIbasedonobjecBves/benchmarks

Tracking&MeasuringYourResults

MeasuringtheROIofYourSocialMediaEfforts

Ques%ons?