Social Returns Measuring Impact & Influence

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Social is ubiquitous, but it's also notoriously fuzzy when it comes to measurement. This is probably the key factor that keeps social relegated to a nice-to-have, but not critical function within the organization. If you ever have an executive or board member asking how your campaigns are working in the social sphere, then this webinar is for you. Learn how you can take an executive view at social metrics and present a compelling case to your executive team. Watch this entire webinar and others by Highroad U on our YouTube channel: http://youtu.be/vm0jRCIT1FI

Marketing Technologie Business

Social Returns:
Measuring Impact & Influence
#HighRoadU

The Truth About Social Marketing
from an executive viewpoint
www.highroadsolution.com

BreakingThrough the Noise
gaining the executive’s attention
www.highroadsolution.com

1) Digital Landscape
Here’s What We Deal With Everyday
www.highroadsolution.com

Content
World
EventWorld
AdWorld
MobileWorld
Social
World

1) Digital Landscape
Here’s Where We are Losing Efficiencies &
Working Manually
www.highroadsolution.com

1) Digital Landscape
Here’s Where We Could Measure if
There Was Time to Measure
www.highroadsolution.com

2) Influence to Lead to Conversion
Here’s How We Should Be Able to Measure
www.highroadsolution.com

• Consolidation of Systems
• Integration of Systems
• Automation of Systems
• Appending Codes onto URLs
• Source Codes to Input
• Google URL Builder
• Code Shorteners (Bit.ly, etc.)
• Cookies
• Google Analytics Codes
WhatYou Need: Digi Tracking

• Track at campaign level
• One code across channels
• Scoring
• Report at campaign level for
C-level & Board level folks
How to Track Differently

How to Talk Differently
• GTM Plan
• Critical Metric Milestones
• Frequency of Measurement
• Post-Mortem
www.highroadsolution.com

How to Report Differently
• Lift (Increase)
• Attrition (Lost “Customers”)
• Reach:
– Influence
– Engagement*
• Revenue (Conversion)
www.highroadsolution.com

Example: Campaign Level Reporting
• Annual Meeting: Marketing Impact
– 12% Lift in Registrations (Conversion)
YOY, QOQ or MOM
– 45% Increase in Reach (Influence)
www.highroadsolution.com

3) Influence Dashboard
executives care about the origin of future revenue
www.highroadsolution.com

Source Raw Weight Weighted
Facebook fans 1200 0.05 60
LinkedIn followers 500 0.05 25
# SiteVisitors 1000 0.2 200
# Email Subscribers 400 0.3 120
# Twitter followers 300 0.05 15
#Voicemails Opened 500 0.3 150
#YouTube subscribers 100 0.05 5
575Index Score
Engagement & Influence Index Scoring

Index Scores
2013
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Influence 575 578 577 600 612 673 690 692 689 700 701 720
Engagement 145 147 137 150 154 167 180 190 191 210 213 214
www.highroadsolution.com

Index Graph
www.highroadsolution.com
0
100
200
300
400
500
600
700
800
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Influence
Engagement

Summary
1) Educate on the Digital Landscape
2) Change the Conversation
3) Change What You Focus On
4) Change How You Report
www.highroadsolution.com

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Do you need to draw some bright lines between your social media presence and business results? Have you been asked to prove the ROI of social media? It's no longer a question of if you should measure the business results of your social media interactions, but what to measure—and how. A new generation of tools based on mathematical modeling and natural language processing make it easier to draw the connections, but harder to determine which of the over 300+ tools you should use. From building marketing funnels and goals, to more complex analytics such as multi-channel media measurement and first-click attribution, the choices are getting more complicated. This presentation looks at a practical framework to build a social media measurement strategy and plan. This presentation was first given at the Marketing Profs B2B Forum in Boston on October 4th, 2012. It was updated for CARMA on November 13, 2012.

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Social Returns Measuring Impact & Influence

1. Social Returns: Measuring Impact & Influence #HighRoadU

2. The Truth About Social Marketing from an executive viewpoint www.highroadsolution.com

3. www.highroadsolution.com

4. www.highroadsolution.com

5. www.highroadsolution.com

6. www.highroadsolution.com

7. www.highroadsolution.com

8. www.highroadsolution.com

9. BreakingThrough the Noise gaining the executive’s attention www.highroadsolution.com

10. 1) Digital Landscape Here’s What We Deal With Everyday www.highroadsolution.com

11. Content World EventWorld AdWorld MobileWorld Social World

12. 1) Digital Landscape Here’s Where We are Losing Efficiencies & Working Manually www.highroadsolution.com

13.

14. 1) Digital Landscape Here’s Where We Could Measure if There Was Time to Measure www.highroadsolution.com

15.

16. 2) Influence to Lead to Conversion Here’s How We Should Be Able to Measure www.highroadsolution.com

17. Definitons • Influence: Brand Awareness, Getting in Front of People & Being Memorable • Reach: Number of People Seeing Your Message • Conversion: People Taking the Action You Wanted them to Take www.highroadsolution.com

18. • Consolidation of Systems • Integration of Systems • Automation of Systems • Appending Codes onto URLs • Source Codes to Input • Google URL Builder • Code Shorteners (Bit.ly, etc.) • Cookies • Google Analytics Codes WhatYou Need: Digi Tracking

19. • Track at campaign level • One code across channels • Scoring • Report at campaign level for C-level & Board level folks How to Track Differently

20. How to Talk Differently • GTM Plan • Critical Metric Milestones • Frequency of Measurement • Post-Mortem www.highroadsolution.com

21. How to Report Differently • Lift (Increase) • Attrition (Lost “Customers”) • Reach: – Influence – Engagement* • Revenue (Conversion) www.highroadsolution.com

22. Example: Campaign Level Reporting • Annual Meeting: Marketing Impact – 12% Lift in Registrations (Conversion) YOY, QOQ or MOM – 45% Increase in Reach (Influence) www.highroadsolution.com

23. 3) Influence Dashboard executives care about the origin of future revenue www.highroadsolution.com

24. www.highroadsolution.com

25. Source Raw Weight Weighted Facebook fans 1200 0.05 60 LinkedIn followers 500 0.05 25 # SiteVisitors 1000 0.2 200 # Email Subscribers 400 0.3 120 # Twitter followers 300 0.05 15 #Voicemails Opened 500 0.3 150 #YouTube subscribers 100 0.05 5 575Index Score Engagement & Influence Index Scoring

26. Index Scores 2013 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Influence 575 578 577 600 612 673 690 692 689 700 701 720 Engagement 145 147 137 150 154 167 180 190 191 210 213 214 www.highroadsolution.com

27. Index Graph www.highroadsolution.com 0 100 200 300 400 500 600 700 800 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Influence Engagement

28. Summary 1) Educate on the Digital Landscape 2) Change the Conversation 3) Change What You Focus On 4) Change How You Report www.highroadsolution.com

Social Returns Measuring Impact & Influence

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