This presentation shows the 24 metrics which Social Media Hub uses to measure strategic objectives on social media. For the full webinar of this slides, please visit http://www.socialmediahub.com.sg/ (Under the Webinars section)

1. 24 Metrics to
Measure Social
Media ROI Marcus Ho
Director
(Client Leadership)

2. Marcus Ho
MARCUS HO PROFILE

3. They’ve Become Category Leaders
INTERNET SUCCESS HUB

4. What is digital?
ISH CASE STUDY
Over US$1.1 million of ticket
sales from Facebook in less
than 48 hours

5. What is digital?
578%
ROI
for
Interna0onal
Cosme0c
Contact
Lenses
ISH CASE STUDY
Brand,
FreshKon
Full case study: http://bit.ly/smh-freshkon

6. What is digital?
ISH CASE STUDY
Over
S$3.6
million
of
savings
for
interna0onal
lingerie
brand,
Wacoal
Case Study coming soon on www.social-mediahub.com

7. 1
Social Media ROI
1 Brand Awareness
2 Sales/Actions
3 Consumer Retention
4 Conclusion and Actionable Steps

8. Social Media ROI Model

9. 1
Brand Awareness
EXPOSURE
1.1 Understanding “Brand Awareness”
1.2 Facebook Likes
1.3 Total Reach
1.4 Viewers
1.5 Cost-per-Impression

10. Understanding “Brand Awareness”
1 EXPOSURE
What is Brand Awareness?

11. Understanding “Brand Awareness”
Brand awareness refers to
customers' ability to recall and
recognize the brand under
different conditions and link to the
brand name, logo, jingles and so
1 EXPOSURE
on to certain associations in
memory*

12. Current Practises
Most brands buy traditional media to get their first level of brand
awareness (exposure) to get their products out in the market
1 EXPOSURE

13. BRAND AWARENESS
1.2 EXPOSURE
- Facebook Likes

14. Facebook Likes
When someone likes your Page, they are giving you access to
their News Feed. This is equivalent to any of your audiences
giving you their email address
1 EXPOSURE

15. BRAND AWARENESS
1.3 EXPOSURE
- Facebook Likes
- Total Reach

16. What is “Total Reach”?
Total Reach is
the amount of 1
audience
that have
seen your
1 EXPOSURE
content.
1. Weekly Total
Reach
2. Reach
2

17. BRAND AWARENESS
1.4 EXPOSURE
- Facebook Likes
- Total Reach
- Viewers & Web Traffic

18. Viewers and Web Traffic
1 EXPOSURE

19. BRAND AWARENESS
1.5 EXPOSURE
- Facebook Likes
- Total Reach
- Viewers & Web Traffic
- Cost Per Impression

20. Cost Per Impression ROI
Measure your
Cost-per-
Impression across
all marketing
1 EXPOSURE
channels.
This gives your
management a
good sense of
which marketing
channel is more
effective.

21. 1 EXPOSURE

22. 2
Brand Awareness
ENGAGEMENT
2.1 Traditional Forms
2.2 Facebook’s “People Talking About
This” Score
2.3 ReTweets
2.4 Comments
2.5 Social Brand Mentions

23. BRAND AWARENESS
2.1 Engagement
- Traditional Forms

24. What is digital?
The traditional form of “Engagement” that still exists today are
known as Activation Campaigns
2 ENGAGEMENT

25. BRAND AWARENESS
2.2 Engagement
- Traditional Forms
- Facebook’s
“People Talking About This”
Score

26. People Talking About This
2 ENGAGEMENT

27. People Talking About This
6: Recommended your
1: Posted on wall
2 ENGAGEMENT
page
7: Mentioned your
2: Liked a post
page
8: Tagged your page in
3: Shared a post a photograph
9: Responded to a
4: Commented on a post
Question or post
5: Checked into your 10: Responded to an
page place event you created

28. BRAND AWARENESS
2.2 Engagement
- Traditional Forms
- Facebook’s
“People Talking About
This” Score
- ReTweets

29. ReTweets
ReTweets are equivalent to E-mail Forwarding on Twitter,
with the exception that when we retweet, we are
2 ENGAGEMENT
“forwarding” the message to all our friends on Twitter.

30. BRAND AWARENESS
2.3 Engagement
- Traditional Forms
- Facebook’s
“People Talking About
This” Score
- ReTweets
- Content Conversations

31. Content Conversations
When your audiences comment on your social content,
they are already interacting with your brand!
2 ENGAGEMENT

32. Content Conversations
Measure the amount of people
talking about your brand on the
social web every month
2 ENGAGEMENT

33. Cost-per-Engagement
Measure your Cost-per-Engagement across all marketing
channels, this gives your management a good sense of
2 ENGAGEMENT
which marketing channel is more effective

34. Engagement ROI
2 ENGAGEMENT

35. 3
Social Media ROI
INFLUENCE
3.1 Positive Social Brand Mentions
3.2 Category Share of Voice
3.3 Category Share of Search

36. BRAND AWARENESS
3.1 Influence
- Positive Social Brand Mentions

37. Case Study - OPI
Positive social brand mentions means finding out how many people are
positively talking about your brand online
450
3 INFLUENCE
400
350
300
250
Posi0ve
200
Nega0ve
150
Neutral
100
50
0
Pre-­‐Purchase
Nail
Polish
Collec0on
Experience

38. Case Study - OPI
Comments about
Distribution of Sentiment for Pre-Purchase Pre-Purchase
“Im gonna do my nails , multi
3 INFLUENCE
Collec0on
opi nude colors ! #Bored”
@lilMISSDesired1, Twitter
Nail
Polish
Neutral
Experience
“Loving the new OPI
Nega0ve
collection!!! Going to get it
Pre-­‐Purchase
Posi0ve
tomorrow”
Janice Yeo, Facebook, Photo
0
200
400
600
“Damn it. Shud I get China
Glaze or OPI? Cant make up
my effin mind!”
June Ooi, Facebook.com,
Photo

39. Case Study - OPI
Comments about Nail Polish
Experience
Distribution of Sentiment for Nail
“why the FUCK does it take so
Polish Experience
long for opi nail polish to dry.
3 INFLUENCE
#completePISSOFF”
@momolotfi, Twitter
Collec0on
“Nails are done, and don’t
Nail
Polish
Neutral
know why it takes so long to
Experience
dry…#yawn #opi
Nega0ve
#germanicure”
Pre-­‐Purchase
Posi0ve
@ehlubk, Twitter
“Ew, we played around with
0
200
400
600
OPI Halloween nail varnishes,
and this is what we got… ”
Estelle Lim, Facebook.com,
Photo

40. Case Study - OPI
Comments about Collection
“Check out Mariah Carey’s OPI
Distribution of Sentiment for colours!!!”
Collection Noka Pennsauken, Twitter
3 INFLUENCE
“Skyfall nail color!? WOW! Now
Collec0on
that is product placement.
Check out the cool colors all
Nail
Polish
Neutral
naned for 007 movies! Its a chick
Experience
thing. ;-)”
Nega0ve
Lisa Chelenza, Facebook, Link
Pre-­‐Purchase
Posi0ve
“Boredom = Holiday Nails
0
200
400
600
#halloween #nails #essie #OPI
#SinfulColors #candycorn
#bored http://instagr.am/p/RV1-
TQSCSE/”
@Malditalokaaa, Twitter

41. BRAND AWARENESS
3.2 Influence
- Positive Social Brand Mentions
- Category Share of Voice

42. Category Share of Voice
Category Share of Voice means finding out which brand is the most
talked about within the same category on the social web.
3 INFLUENCE
When Asian consumers are discussing about luxury fragrances, the
most talked about one would be Chanel, followed by Marc Jacobs.

43. Case Study – Luxury Fragrances
When Asian consumers are discussing about luxury
fragrances, the most talked about one would be Chanel,
followed by Marc Jacobs.
3 INFLUENCE

44. BRAND AWARENESS
3.3 Influence
- Positive Social Brand Mentions
- Category Share of Voice
- Category Share of Search

45. Category Share of Search
Category Share of Search means finding out which brand is the most
searched within the same category on the social web.
3 INFLUENCE

46. Category Share of Search
3 INFLUENCE
Find out your Share of Search at http://www.google.com/insights/
search/

47. Category Share of Voice ROI
3 INFLUENCE

48. 4
Social Media ROI
CONVERSIONS
4.1 RSVP (Cost-per-RSVP)
4.2 Phone Call Enquiries (Cost-per-Call)
4.3 Fill Up a Form (Cost-per-Form-Filled)
4.4 Sign Up (Cost-per-Sign-Up)
4.5 Donate (Cost-per-Donation)

49. BRAND AWARENESS
4.1 Conversions
- Sales-Intended Traffic from
Social Equities

50. Sales-Intended Traffic from Social Equities
Install Google Analytics and find out how many visitors from your social
4 CONVERSIONS
equities are visiting your sales-related pages within your website.

51. BRAND AWARENESS
4.2 Conversions
- Sales-Intended Traffic from
Social Equities
- Cost Per Visitor

52. Cost-per-Visitor (CPV)
4 CONVERSIONS
Total $ for Growth Total $ for
of Social Equities Engagement
CPV
Total Visitors on Sales-Related Pages

53. BRAND AWARENESS
4.3 Conversions
- Sales-Intended Traffic from
Social Equities
- Cost Per Visitor
- Actions Taken

54. Actions Taken
1: RSVP (Cost Per 3: Fill Up a Form
(Cost-per-Form-
4 CONVERSIONS
RSVP)
Filled)
2:Phone Call
Enquiries (Cost-per- 4: Sign Up (Cost-per-
Call) Sign-Up)
5: Donate (Cost-per-
Donation)

55. Conversions ROI
4 CONVERSIONS

56. 5
Social Media ROI
SALES
5.1 Social-only offers redemptions/clicks
5.2 Social connectivity of customers

57. BRAND AWARENESS
5.1 Sales
- Social-only offers redemptions/
clicks

58. Social-only offers redemptions/clicks
1 DIGITAL IN A FEW WORDS
To track sales, put up offers
and promotions and make
them exclusive only on your
brand’s social equities

59. BRAND AWARENESS
5.2 Sales
- Social-only offers redemptions/clicks
- Social connectivity of customers

60. Social Connectivity of Customers
Connecting all your customers on a
social CRM platform so you would be
able to see an accurate amount of
increase in sales from customers who are
connected with you socially
5 SALES

61. Sales ROI
5 SALES

62. 6
Social Media ROI
CONSUMER RETENTION
6.1 Actions Taken from Top Engaged Users
6.2 Net-Promoter Score of Socially Connected
Consumers

63. BRAND AWARENESS
6.1 Consumer
Retention
- Actions Taken from
Top Engaged Users

64. Insert title
Using tools like AgoraPulse, you would be able to discover
6 CONSUMER RETENTION
who are your top most engaged fans on Facebook. The
more engaged they are, the more actions they would take
to promote your brand among their friends

65. BRAND AWARENESS
6.2 Consumer
Retention
- Actions Taken from Top Engaged
Users
- Net-Promoter Score of Socially
Connected Consumers

66. Net Promoter Score of Socially Connected
Consumers
6 CONSUMER RETENTION
Net Promoter Score or NPS® can be discovered by asking one
simple question:
How likely is it that you would recommend [your company] to a
friend or colleague?

67. Consumer Retention
6 CONSUMER RETENTION
1: Actions Taken from 3: Average
Top Engaged Users Consumer Value of
Socially Connected
2. Net-Promoter Consumers
Score of Socially 4: Customer Services
Connected Issues Handled
Consumers
5: Cost-per-Customer
Service Issue

68. Consumer Retention ROI
6 CONSUMER RETENTION

69. Action Plan
Pick 3 metrics and measure it
for at least 3 months

70. Thank You!
Marcus Ho
E: marcus@internet-success-hub.com
FB: fb.com/marcuskaho
D: 800-852-3869 (SG Toll Free Number)