1. Leveraging Analytics for
Social Media ROI
Presentation for PAS – Dec 18, 2012
Babar Bhatti • babar@mutualmind.com

2. About Me
• Focus on Social media analytics and data mining
• Background in E-business, Web 2.0, Analytics and Internet Technologies
• Co-founded MutualMind in 2009 - Angel-funded startup in Dallas
MutualMind is a social media listening, analytics and
engagement platform with an exclusive focus on OEM
partners and agency/service providers.
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3. Today’s Discussion
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4. Primer on ROI
• Return on Investment – a financial measure
• Why all the confusion?
• Key trends in digital marketing are driving the need for
better measurement of ROI (and accountability!)
 Age of the Customer
 Paid, Owned and Earned media
 Too much data and noise, non-standard approaches /
lack of standards, attribution gaps and stand-alone
products
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5. The ROI Infographic
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6. Framework: ROI Pyramid
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7. Framework: Balanced Scorecard
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8. McKinsey Framework
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9. ROI Measurement
Social can deliver value for a variety of business purposes
 Marketing Campaigns
 Brand Awareness and Word of Mouth
 Competitive Intelligence
 Customer Intelligence
 Monitor Reputation (Early Warning System)
 Product Feedback (Voice of consumer)
 Market Research
 Customer Service
 Sales (Lead Generation)
POST: People, Objective, Strategy, Technology.
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10. Metrics for Social Marketing
Metrics that Matter
 Listening
 Volume / Sources
 Share of Voice
 Topics
 Sentiments
 Reach and Influence
 Audience segmentation
 Reach / impressions
 Engagement
 Reactions – Likes, shares
 Content marketing
 Sales Impact
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11. Shopper Marketing
Touch Point Monitor Social CRM Amplify Lead
Consider
Insights
Shopper Lifecycle Intelligence
• SOV Interactions
Evaluate • Sentiments •Responses
• Trends •Engagement Word-of-Mouth
•Customer Service •Authentic Reach
Buy •Authentic Influence
•Resonance
Change in:
Experience • Brand awareness and
sentiment
• Consumer behavior
• Business outcome
Advocate
Bond
Digital and In-store Social Intelligence for Brands & Retailers
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12. Insights Dashboard
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13. Sentiments & Reach
Sentiments and Brand Reach
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14. Competitive Intelligence
MONITORING RESULTS FOR BRAND VS COMPETITION
FACEBOOK PERFORMANCE COMPARISON
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15. ROI Calculator Example
Configurable, self-service online calculator
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16. ROI Calculator Example
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17. Additional Resources
• A list of key resources is included on the
next slide
• For additional case studies, resources and
questions, please connect with me:
 babar@mutualmind.com
 @thebabar
 www.linkedin.com/in/bbhatti
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18. Selected References
1. McKinsey & Company – Demystifying Social Media - 2012
2. IBM Social Analytics – The Science Behind Social Media Marketing -
2010
3. Altimeter Group – Social Media ROI Cookbook - 2012
4. Forrester Research – The ROI of Social Media Marketing - 2010
5. Forrester 2012 – The ROI of Social Marketing
6. Sloan Management Review – Increasing the ROI of Social Media
Marketing – Fall 2012
7. Sloan Management Review – Can You Measure the ROI of Your Social
Media Marketing? – Fall 2010
8. IBM Institute for Business Value Executive Report: Analytics, the New
Path to Value – October 2010
9. MutualMind Blog (White paper, Infographic)
10. John Lovett - Social Media Metrics Secrets - John Wiley and Sons -
2012
11. Olivier Blanchard – Social Media ROI – John Wiley and Sons - 2011
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