How To Measure Social Media Impact
Tanima Haque - World Vision Australia
• Tanima Haque – Social Media Campaigns Officer, World Vision Australia
• Over 6 years’ experience in digital media marketing on both agency & client
side
• Previous clients include Government, Retail, Finance and SME
• World Vision is a worldwide community development organisation that provides short-term and long-term assistance to 100 million people worldwide (including 2.4 million children).
• We work in 96 countries around the world, including Australia. For 6 decades, we have been engaging people to work towards eliminating poverty and its causes.
• Our work includes, but is not limited to, long term development programs, emergency relief projects, advocacy and education.
Hello
@tanima_h
Agenda
1 Overcoming Social Media ROI Obsession
2Reverting To Analytical Tools To Measure
Traffic & Interactions
3 Comparing Paid & Free Placements
Overcoming ROI Measurement Obsession
Why The Obsession?
• What’s the ROI of a brochure, billboard or newspaper ad? What about
PR?
• Does putting too much focus on ROI reduce the positive impacts of
social media to an organisation?
• If social media is about being social and building long-term
relationships, can we really attribute ROI to that?
Social Sorted: https://instagram.com/p/9KR7LeG2Nl/
People go on Social Media to be social.
They don’t want to be subjected to an
online sales pitch.
How Marketers Use Social Media
http://socialseoweekly.com/5-steps-to-building-your-social-media-marketing-plan/
Socialising
• Two-way conversation
• Outpost to talk to current & future customer
Awareness
• Make a first impression
• Create new relationships
Brand-building
• Build trust & interact with audience
• Provide insight & knowledge
Why Use Social Media Marketing?
Smart brands create a social media
strategy that includes measurements,
KPIs and metrics that deliver value
across the whole business.
Social Media at World Vision Australia
Results/Benefits
Surprise &
Delight
Combine Organic &
Paid Strategies
Unlock our secrets
Talk to the right
audience at the right time
Strong engagement and supporter retention
Supporter satisfaction
First-class customer service
Website traffic
“Brand evangelists”
Align with
key org
objectives &
focus themes
Results/Benefits
Obsessing Over Social Media ROI
Can Harm Your Brand
When you focus only on Social Media
campaign ROI, you will lose out on
the long-term benefits of engagement,
branding and customer service
If you find yourself making decisions to benefit the organisation at the customer’s
expense, you will probably disappoint them
When Social Media Is Done Well
• Great for branding, reach, authority-building, and audience-building
• It can give you armies of fans and brand evangelists who help spread
your message
• However, don’t expect instant trust, customer acquisition or sales
Social Media’s FunctionIn The Acquisition Funnel
Social Media Sits Further Up The Funnel
Results/Benefits
Awareness
Repeat visibility &
engagement
Sales
Social media ads, Display banners
Impressions, Reach, Video Views
Social media posts & ads, retargeting, email blasts
Engagement, clicks, open rates
Search ads, retargeting, landing page optimisation, some DR social ads
Conversions
Channel Measures
http://www.socialmediaexaminer.com/social-marketing-sales-funnel/
Marketing Channel Attribution
Results/Benefits
“The middle of the sales
funnel is where social media
advertising has the biggest
impact.”
“both social media and display
advertising were found to
significantly influence the
middle of the path to
purchase—defined in the
report as after the initial
interaction but before
conversion (essentially, the
awareness and research
phase).”
http://www.marketingprofs.com/charts/2014/26025/how-social-media-advertising-affects-
sales?mkt_tok=3RkMMJWWfF9wsRonuq7JZKXonjHpfsX%2B6%2B8oXa63lMI%2F0ER3fOvrPUfGjI4IRcNqI%2BSLDwEYGJlv6SgFTbLCMbpx37gNXxU%3D
Measuring Impact on Conversions
• It is difficult to measure
– You need to take the whole funnel into account to measure it flawlessly
with Attribution Modelling
• We still focus on the last touch. However that’s not how people buy.
How Can We Measure Success?
First you need to define your goals and KPIs before measuring your success on social media.
Reach EngagementsLikes,
Comments & Shares
Sentiment Mentions Website Traffic
Should We Never Consider ROI?
Don’t completely ignore website conversions/ROI, just don’t solely focus on it
https://imspgh.wordpress.com/2013/12/10/tuesday-tip-social-media-portion-control/
Reverting to Analytical Tools To Measure Traffic & Interactions
Social Media Measurement & Reporting
1. Define your goals
2. Create metrics & KPIs to measure your goals
3. Measure – find the right tools for the job
4. Monitor and report
5. Adjust and repeat – review your measurement program
Measure your social activities so that you
can learn what’s successful, what isn’t, and
how you can improve
What Reports Can We Get From The Platforms?
• Reach & impressions
• Likes, comments, shares, retweets, unlikes
• Post/ad clicks
• Image and video views
• Demographics data
Platform reports show us direct interaction
with the content itself within the platform for
both organic and paid campaigns
So Why Do We Need Analytical Tools?
• To gain deeper insights into engagement on site
• What are users doing after clicking through to the website from Social
Media platforms?
– Time spent on site
– Bounce rates
– Pages visited
– Pages per visit
– Conversion path
– Any other actions on site
Comparing Paid Campaigns With Free Social Media Campaigns
Falling Organic Reach
“The average organic reach for posts from Facebook
pages in March was 2.6 percent of a brand’s audience.
… This percentage dropped to 2.3 percent for pages
with more than 1 million likes.”
(Source: Localytics, reported by 1to1Media)
• As social platforms’ users increase, brands are seeing a decline in
organic reach
https://contently.com/strategist/2015/05/07/why-paying-for-social-is-better-than-doing-social/
The average social media user is
exposed to more than 1,000 pieces of
content each time they log on*
*https://contently.com/strategist/2014/08/07/3-things-content-marketers-need-to-know-about-paid-social/
The Case For Paid Social
• Not all that is free can deliver the type of results you want
• You need to get through the clutter by being targeted
• That’s why it’s important to combine organic and paid social media
– Not only will this increase your reach, but will also improve the quality of
your audience and engagement with these this type of audience
– These are the audiences that are likely to convert further down the funnel
The Rise of Paid Reach on Facebook
• Due to limitations set by social media networks, the maximum reach will be
limited by what the network specifies
• With paid promotions you can work your way around these limitations and
reach a higher degree and number of targeted audiences that your content is
intended for
www.socialbakers.com
Funnel Analysis & Role of SM Platforms
Results/Benefits
“Marketers who spent on social channels registered a nearly 25% lift in conversions compared with purely organic social efforts (2.82% average conversion rate vs. 2.26%).”
http://www.marketingprofs.com/charts/2014/26025/how-social-media-advertising-affects-
sales?mkt_tok=3RkMMJWWfF9wsRonuq7JZKXonjHpfsX%2B6%2B8oXa63lMI%2F0ER3fOvrPUfGjI4IRcNqI%2BSLDwEYGJlv6SgFTbLCMbpx37gNXxU%3D
http://getpocket.com/redirect?url=http%3A%2F%2Fsproutsocial.com%2Finsights%2Fvideos-on-
facebook%2F%3Futm_source%3DSprout%2520Social%26utm_medium%3DEmail%26utm_campaign%3DLN%26utm_content%3DInsights%2520021015%26utm_term%3Dbutton2%26mkt_tok%3D3RkMMJWWfF9wsRons6r
PZKXonjHpfsX77OUtW6%252B2lMI%252F0ER3fOvrPUfGjI4FScVqI%252BSLDwEYGJlv6SgFTLLNMahj3rgFXxQ%253D
Organic & Paid Social Media Objectives
Results/Benefits
Organic
• Awareness
• Engagement
• Education
• Retention
Paid
• Extend reach
• Generate brand awareness
• Increase engagement
• Audience growth
Organic Social Media Strategies
Results/Benefits
• Engage your audience with quality content that educates, entertains and
informs. Encourage participation and avoid the “hard-sell”.
• “Surprise & delight” your audience with content that appeals to them – Find what is topical and relevant to your audience/industry
• Inject your brand’s personality into your posts, blogs and tweets
• Interact with your audience and respond to their comments (positive and
negative)– Remember it’s a two-way dialogue
• Share “info-taining” content where appropriate
“Info-Taining” Content
• Sometimes even the “driest” of topics can be turned into educational content
in an entertaining way. E.g. this image taken from a blog about Food Security.
World Vision Australia blog: http://blog.worldvision.com.au/happy-birthday-food/
“Surprise & Delight”
• Our audiences respond well to positive impact stories from the field.
• What is relevant for your audience?
Paid Social Media Strategies
Results/Benefits
• Define your goals
• Decide on your split between promoted content and direct response ads
• Choose the relevant ad format and platform for your campaign
• Implement audience targeting so that your message reaches the relevant
people – creates efficiency, reduces wastage and improves engagement
• Continually test and learn
• Tweak and optimise often
A Strategic Combination of Organic & Paid
Social Media Works Best
• Post valuable content that’s engaging to your audience to build loyalty and
trust
• If content resonated with target audience, it has the possibility of being shared
in the right circles, bringing new community members without paying
• Sponsored content is effective in reaching new audiences quickly
• Direct response ads can also be effective in growing audience, create
awareness and drive quality website traffic
Closing Thoughts
Closing Thoughts
• The value of Social Media lies in its function in driving awareness,
engagement, retention and customer service
• Obsessing over ROI can hurt this. Your audience does not want to be sold
to
• To measure impact, set out your KPIs and track metrics like reach,
engagements and clicks
• Use third-party analytics tools to measure engagement and interactions on
site
• A mix of organic and paid social media strategies can offer the best
outcomes