From Social Media Benchmarks to ROI: How to Begin with the End on Mind

LightspanDigital.com @manamica #ContentJam

FROM BENCHMARKS TO MEASUREMENT

All You Need to Start with the End in Mind

Mana Ionescu, Lightspan Digital

WHAT’S A BENCHMARK?

WHY BENCHMARK

1. Measure Quality 2. Set Goals

You can’t benchmark without doing

WHAT’S THIS R.O.I THING?

REASONS WHY PEOPLE TALK ABOUT ROI

#1 - TO IMPRESS A BOSS

MORE REASONS WHY

#2 Because it makes you look smart

#3 May get you out of stinky situations

AND OTHER ROIS

Return on: ● Influence ● Engagement or...

*From Urban Dictionary

WHAT’S R.O.I?ROI =

(Gain from Investment - Cost of Investment) divided by

Cost of Investment

IT MAY SEEM IMPOSSIBLE

YOU CAN GET AND MEASURE RESULTS

BUT ...

STEP 1: REPEAT AFTER ME

!THERE IS NO FREE MARKETING

Money often costs too much.” – Ralph Waldo Emerson

STEP 2. DEFINE THE R = RETURN

Patience is bitter, but its fruit is sweet. Jean-Jacques Rousseau

What to Look For by Channel & Objective Email Marketing: Data Points What it Tells U

Open Rate = Opens / Delivered Sender recognition and quality subject lin

Click Through Rate = Clicks / Open Opportunities to click (links

Conversion rate = Buys / Delivere How well your integrated marketing does - your messages have been cohesive and compellin

WHAT TO LOOK FOR BY CHANNEL & OBJECTIVE

Data Point What it Tells Us

Page Likes 80% of page likes come from existing fans

ReachGood calls to action

Reader interest Opportunities to click (links)

Engagement How well your integrated marketing does - your messages have been cohesive and compelling

Facebook

Data Points What it Means

Traffic to the website

Unqualified Leads

Goal Conversion You got some Action!

Per Session Value Your bang for the buck

TWITTER DATA POINTS

Followers nothing

Impressionsif above average, your content is inviting shares, or your content was published at a peak hour, or both.

Engagement Rate

Your content was designed to drive action

Visits your tweets make readers want to read more

Conversion rate

your website does a good job at moving the twitter visitors to

contact you

YOUR NEW MANTRA

LOOK FOR CHANGE

BUILD A DASHBOARD

1. How to get the most with the least effort 2. When and where it’s important to invest more 3. Which type of marketing you want to do really well on

START WITH...From 0 to 500

From 1,000 to 2,000 From x to 10% above x

WORK BACK FROM THE GOAL!

If you want 100K fans on Facebook, be prepared to invest $100K !

But first... ask “why” 5 times

TEST AND LEARN

From Social Media Benchmarks to ROI: How to Begin with the End on Mind

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