Upload
jay-baer
View
21.609
Download
2
Tags:
Embed Size (px)
Citation preview
Let’s Get Fearless:
6 Step Process for
Social Media
Measurement
Presented by
Jay Baer
Design ©2011 Social Media Examiner • Content Copyrighted by Presenter
Page 2
Extreme Interest in Social Media Measurement
©2011 WhitePaperSource Publishing• Do NOT distribute
Page 3©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 4
Step 1: Understand the Role of Social in Your Company
Awareness? Sales? Loyalty?
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 5
Awareness? Sales? Loyalty?
©2011 Social Media Examiner & Presenter • Do NOT distribute
Pick one.
Page 6
There’s No Magic Number in Social Media
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 7
Step 2: Know What You Can Measure
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 8
Money Book Guarantee!
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 9
Awareness Metrics
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 10
Positive Social Mentions
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 11
Share of Voice
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 12
Traffic From Social Outposts
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 13
Home Base & Outposts
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 14
Direct Report From Facebook
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 15
New Visitors From Social Outposts
SEO/PPC Equivalent?
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 16
Inbound Links
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 17
Search + Social
©2011 Social Media Examiner & Presenter • Do NOT distribute
http://scr.bi/g3Nc84
Consumers who are exposed to a brand in social are 2.8x more likely to search for that brand’s products.
Page 18
Search Volume Trends
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 19
Content Consumption
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 20
Klout
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 21
Sales Metrics
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 22
Social Media Only Offers
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 23
Lead Generation
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 24
Social Connectivity Among Customers
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 25
Sales Funnel Behaviors
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 26
Loyalty Metrics
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 27
Brand Community Participation
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 28
Fan Advocacy
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 29
Lifetime Value Impact
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 30
Content Sharing
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 31
Content Subscription
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 32
Propensity to Promote
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 33
Step 3: Decide on ROI vs. Correlation
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 34
ROI in Practice
10 leads per month via Contact Us after landing on the blog10% of leads become clients 1 new client/month Average client value is $15,000=$15,000/month revenue
©2011 Social Media Examiner & Presenter • Do NOT distribute
60 hours per month to createAvg. staff salary + benefits = $60,000$60,000/2000 hours = $30 per hour + $500 per month in design costs=$2,300 per month investment
ROI ALWAYS IS:revenue minus
investment/investment
15,000 - 2,300/2,300
ROI = 552%
ROI ALWAYS IS:revenue minus
investment/investment
15,000 - 2,300/2,300
ROI = 552%
Page 35
Other Possible ROI Outcomes
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 36
Market Research
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 37
Customer Service Efficiencies
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 38
Correlation in Practice
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 39
4. Select Metrics (in advance)
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 40
Pick 3 Then See
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 41
Step 5: Share the Data Widely
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 42©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 43
Step 6: Embrace Anecdotes
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 44
6 Step Process for Measuring Social Media:
1. Understand the role of social
2. Know what you can measure
3. Decide on ROI vs. correlation
4. Select metrics (in advance)
5. Share the data
6. Embrace anecdotes
©2011 Social Media Examiner & Presenter • Do NOT distribute
Page 45
Jay Baer
©2011 Social Media Examiner & Presenter • Do NOT distribute
Social Media Strategy
convinceandconvert.com
nowrevolutionbook.com
@jaybaer