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The rise of Social Business is seeing Social Media spread across the Enterprise. But does this make it more challenging to show Social Media ROI? We’ll show you what you can and should measure, including social media’s effects on your onsite conversions, and more importantly how social media contributes to your core business objectives.
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Measuring Social:Fact or Fiction?
Rylan Holey, EMEA Partner Manager@holeytonal
HootSuite:Empowering the Social Business
COLLABORATION SECURITY ANALYTICS ENGAGEMENT
Percentage of total marketing budget spend on Social Media
Current Levels Next 12 Months In next 5 years0.00%2.00%4.00%6.00%8.00%
10.00%12.00%14.00%16.00%18.00%
6.60%
9.10%
15.80%
The CMO Survey, The Fuqua School of Business, Duke University, August 2013
“Half of all firms haven’t been able to show the impact of social media on their business”
The CMO Survey, The Fuqua School of Business, Duke University, August 2013
Social is more than Marketing
James
Social should be a resource
You’re a Social Business
Strategy/GoalsSocial PolicyWorkflows
Compliance
FoundationsSecurity
Social AnalyticsAccess: Web/Mobile
MARKETING
SUPPORTSALES
HR
C-SUITE
R&DIT
C-SUITE
SUPPORT
HR
R&DIT
MARKETING
SALESS
ALE
S E
XE
CU
TIV
ES
Strategy/GoalsSocial PolicyWorkflows
Compliance
FoundationsSecurity
Social AnalyticsAccess: Web/Mobile
C-SUITE
SUPPORT
HR
R&DIT
MARKETING
SALESS
ALE
S E
XE
CU
TIV
ES
CRM
MA
RK
ET
ING
A
UT
OM
AT
ION
WEBANALYTICS
CU
ST
OM
ER
SE
RV
ICE
P
LAT
FO
RM
Strategy/GoalsSocial PolicyWorkflows
Compliance
FoundationsSecurity
Social AnalyticsAccess: Web/Mobile
THOUGHT LEADERSHIP
EXECUTIVE PROFILES
C-SUITE
CRM
WEBANALYTICS
SUPPORT
HR
R&DIT
MARKETING
SALES
TECH LEADERSHIP
INFLUENCER COMMUNITY
MA
RK
ET
ING
A
UT
OM
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Strategy/GoalsSocial PolicyWorkflows
Compliance
FoundationsSecurity
Social AnalyticsAccess: Web/Mobile
Social Business Needs You!
• Understand the Value• Social Media Savvy• Data driven
Why you?
Infrastructure Needs Measurement
Social Media Measurement must be aligned to your core business objectives
• ROI• Brand awareness• Customer retention
Core Objective
s• Followers• Engagement• On site conversions
Social Measuremen
t• Social Relationship Platform• Website Analytics• Deep ListeningImplementation
• Customer Service• Social Selling• Social Marketing• C-Suite
Social Business Strategy
The Social Data Triangle
“…focus on social ROI has led to improved strategies around content, tone, customer service and internal ownership.”
Social Media Management Systems Buyer’s Guide 2013 – Econsultancy, Februrary 2013
What data is important?
“Four out of five consumers would be more inclined to buy a brand more often in the future after being exposed to its social media presence”
IAB Social Media Effectiveness ResearchJuly 2013
Brand Awareness/Share of Voice
“100% of business decision-makers use social media for work purposes”
The Social Behavious of your B2B Customers, Forrester, 17 July 2013
Brand Reputation
Team Measurement/Adoption
“There needs to be proof of leads generated…highlighting the need for integration with a company’s existing CRM system.”
Social Media Management Systems Buyer’s Guide 2013 – Econsultancy, Februrary 2013
Lead generation
Revenue
• Align social to business objectives• Show ROI• Simplify your data collection• Support Social Business
Takeaway
Thank YouRylan Holey@holeytonal
