This document summarizes a webinar about measuring social media return on investment (ROI) for businesses. It discusses starting with business objectives, measuring key metrics like engagement and conversions, attributing results across user journeys, ensuring data quality, and addressing executive questions about markets, competitors and products. The webinar provides advice on tracking ROI metrics that matter to executives, avoiding double counting, and communicating results simply to demonstrate business value to bosses.

1. Show your boss the money
-­
Track your SoMe efforts
#komfowebinar

2. 490
CHANNEL CONTRIBUTIONS COMMUNITY CONTRIBUTIONS AVG. RESPONSE TIME COMMUNITY SENTIMENT
150k
28/02 02/030 4/03 06/030 8/03 10/031 2/03
100k
50k
44.54%
1301
16.68%
60 min
13.08% faster
0k
Total Paid Organic Viral
165871141

4. Speakers
Steen Rasmussen -­ IIH Nordic Hans Tosti -­ Komfo
#komfowebinar by @strasm @iih and @hanstosti
Claus Farsinsen -­ Komfo

5. Agenda
• Where do we start when it comes to measure your ROI?
• What can we measure on Facebook and Instagram today?
• How do we make sure that we don’t measure the business results twice?
• How do we ensure valid data, so we minimize errors and mistakes?
• Show your boss the money! But how do we make sure that your boss knows
what to ask for and how do we answer properly and in understandable terms?
#komfowebinar by @strasm @iih and @hanstosti

6. Where do we start?
Identify the business objective.
-­ what the meaning behind our social media presence?
-­ what role does social media play in our user journey?
#CustomerLifetimeValueOptimization (buzzword of the day)
#komfowebinar by @strasm @iih and @hanstosti

7. User journeys are not linear
#komfowebinar by @strasm @iih and @hanstosti

8. What is ROI?
#komfowebinar by @strasm @iih and @hanstosti

9. What is ROI?
#komfowebinar by @strasm @iih and @hanstosti

10. What is ROI?
Product sales Leads
Digital downloads New skills
Customer self service Permission
Branding
#komfowebinar by @strasm @iih and @hanstosti

11. #komfowebinar by @strasm @iih and @hanstosti

12. What’s the economic value of
an onsite action?
#komfowebinar by @strasm @iih and @hanstosti

13. What is my ROI goal?
“Hi boss.
What do you expect to see from my side if you should give me a 1000 $
raise?”
#komfowebinar by @strasm @iih and @hanstosti

14. Facebook conversion tracking
Conversion measurement lets you track actions
that people take up to 28 days after viewing your
Facebook ads, across multiple devices,
including mobile phones, tablets and desktop
computers.
1. Optimize delivery of ads
2. Measure the economic value of on site actions
#komfowebinar by @strasm @iih and @hanstosti

15. Facebook
video ad
Information
post
Video
Retargeting

16. Facebook
video ad
Information
post
Video
Retargeting
Heropage
www

17. Facebook
video ad
Information
post
Video
Retargeting
Heropage
www
Instagram
ad

18. Facebook
video ad
Information
post
Video
Retargeting
Heropage
www
Link ad
Website
Custom Audience
$
Instagram
ad

19. You can track and measure
• How well each of the components in the user
journey perform
• How well your user journey performs in total,
across devices
#komfowebinar by @strasm @iih and @hanstosti

20. Tell
your Boss
-­‐ The
money in
social

21. Steen Rasmussen
» Senior partner, director and co-­founder
» One of the biggest digital specialist agencies
and the biggest analytics agencies in
the Nordics
» DAA – Denmark chapter-­chair, Chair of
the certification committee at the DAA,
nominated as global analytics
”Practitioner of the year” both 2014 & 2015
» Food lover, world traveller, Van Gogh afficionado and
once participated in the slow-­riding bicycle world
championship
#komfowebinar by @strasm @iih and @hanstosti

22. Attribution
#komfowebinar by @strasm @iih and @hanstosti

23. Attribution
#komfowebinar by @strasm @iih and @hanstosti

24. #komfowebinar by @strasm @iih and @hanstosti
Attribution

25. #komfowebinar by @strasm @iih and @hanstosti
Attribution

26. #komfowebinar by @strasm @iih and @hanstosti
Attribution

27. #komfowebinar by @strasm @iih and @hanstosti
Attribution

28. #komfowebinar by @strasm @iih and @hanstosti
Attribution

29. The fundamental attribution error
#komfowebinar by @strasm @iih and @hanstosti

30. Data Quality
#komfowebinar by @strasm @iih and @hanstosti

31. Data Quality
#komfowebinar by @strasm @iih and @hanstosti

32. Back to basics: Data Quality
#komfowebinar by @strasm @iih and @hanstosti

33. CSI: Data Quality
#komfowebinar by @strasm @iih and @hanstosti

34. 34
New
boy in
class:
Data
governance
The new boy: Data Governance
#komfowebinar by @strasm @iih and @hanstosti

35. Data Quality
#komfowebinar by @strasm @iih and @hanstosti

36. Data Quality
#komfowebinar by @strasm @iih and @hanstosti

37. Google
Analytics
Source
Medium
TermContent
Campaign
http://www.google.com/support/googleanalytics/bin/answer.py?answer=55578
Campaign tracking
#komfowebinar by @strasm @iih and @hanstosti

38. Data Quality – The A/A test
#komfowebinar by @strasm @iih and @hanstosti

39. Data Quality: Map your sources
#komfowebinar by @strasm @iih and @hanstosti

40. A Question of questions
#komfowebinar by @strasm @iih and @hanstosti

41. What do
we want to
acchieve
» Grow
» Maintain
» Minimize decline
» Transform
The ambition
#komfowebinar by @strasm @iih and @hanstosti

42. The bottom line
#komfowebinar by @strasm @iih and @hanstosti

43. Think like the boss
#komfowebinar by @strasm @iih and @hanstosti

44. The Questions: Market
» What percentage of our social media followers are not
our customers?
» Can we see a positive trend in converting social media
followers who are not yet customers?
» Do repeated customers have an affinity towards
promoting our product on social media?
» Do one-­time customers have an affinity towards
promoting our product on social media?
#komfowebinar by @strasm @iih and @hanstosti

45. The
Questions:
Competitors
» Where do our competitors stand out in terms of brand
mentions and shares across social media?
» Where do we stand out from our competitors in terms of
brand mentions and shares across social media?
#komfowebinar by @strasm @iih and @hanstosti

46. The Questions: Products
» Which social media channels perform the best when it
comes to particular product?
#komfowebinar by @strasm @iih and @hanstosti

47. Tell what you can’t tell
#komfowebinar by @strasm @iih and @hanstosti

48. It’s not about…
#komfowebinar by @strasm @iih and @hanstosti

49. @strasm @iih #komfowebinar
(+45)
26
21
95
95
(+45)
70
20
29
19
steen@iihnordic.com
www.iihnordic.dk
dk.linkedin.com/in/steenrasmussen/
Senior
Partner
Steen
Rasmussen
#komfowebinar by @strasm @iih and @hanstosti
Contact