How To Measure Social Media Impact

Tanima Haque - World Vision Australia

• Tanima Haque – Social Media Campaigns Officer, World Vision Australia

• Over 6 years’ experience in digital media marketing on both agency & client

side

• Previous clients include Government, Retail, Finance and SME

• World Vision is a worldwide community development organisation that provides short-term and long-term assistance to 100 million people worldwide (including 2.4 million children).

• We work in 96 countries around the world, including Australia. For 6 decades, we have been engaging people to work towards eliminating poverty and its causes.

• Our work includes, but is not limited to, long term development programs, emergency relief projects, advocacy and education.

Hello

@tanima_h

Agenda

1 Overcoming Social Media ROI Obsession

2Reverting To Analytical Tools To Measure

Traffic & Interactions

3 Comparing Paid & Free Placements

Overcoming ROI Measurement Obsession

Why The Obsession?

• What’s the ROI of a brochure, billboard or newspaper ad? What about

PR?

• Does putting too much focus on ROI reduce the positive impacts of

social media to an organisation?

• If social media is about being social and building long-term

relationships, can we really attribute ROI to that?

Social Sorted: https://instagram.com/p/9KR7LeG2Nl/

People go on Social Media to be social.

They don’t want to be subjected to an

online sales pitch.

How Marketers Use Social Media

http://socialseoweekly.com/5-steps-to-building-your-social-media-marketing-plan/

Socialising

• Two-way conversation

• Outpost to talk to current & future customer

Awareness

• Make a first impression

• Create new relationships

Brand-building

• Build trust & interact with audience

• Provide insight & knowledge

Why Use Social Media Marketing?

Smart brands create a social media

strategy that includes measurements,

KPIs and metrics that deliver value

across the whole business.

Social Media at World Vision Australia

Results/Benefits

Surprise &

Delight

Combine Organic &

Paid Strategies

Unlock our secrets

Talk to the right

audience at the right time

Strong engagement and supporter retention

Supporter satisfaction

First-class customer service

Website traffic

“Brand evangelists”

Align with

key org

objectives &

focus themes

Results/Benefits

Obsessing Over Social Media ROI

Can Harm Your Brand

When you focus only on Social Media

campaign ROI, you will lose out on

the long-term benefits of engagement,

branding and customer service

If you find yourself making decisions to benefit the organisation at the customer’s

expense, you will probably disappoint them

When Social Media Is Done Well

• Great for branding, reach, authority-building, and audience-building

• It can give you armies of fans and brand evangelists who help spread

your message

• However, don’t expect instant trust, customer acquisition or sales

Social Media’s FunctionIn The Acquisition Funnel

Social Media Sits Further Up The Funnel

Results/Benefits

Awareness

Repeat visibility &

engagement

Sales

Social media ads, Display banners

Impressions, Reach, Video Views

Social media posts & ads, retargeting, email blasts

Engagement, clicks, open rates

Search ads, retargeting, landing page optimisation, some DR social ads

Conversions

Channel Measures

http://www.socialmediaexaminer.com/social-marketing-sales-funnel/

Marketing Channel Attribution

Results/Benefits

“The middle of the sales

funnel is where social media

advertising has the biggest

impact.”

“both social media and display

advertising were found to

significantly influence the

middle of the path to

purchase—defined in the

report as after the initial

interaction but before

conversion (essentially, the

awareness and research

phase).”

http://www.marketingprofs.com/charts/2014/26025/how-social-media-advertising-affects-

sales?mkt_tok=3RkMMJWWfF9wsRonuq7JZKXonjHpfsX%2B6%2B8oXa63lMI%2F0ER3fOvrPUfGjI4IRcNqI%2BSLDwEYGJlv6SgFTbLCMbpx37gNXxU%3D

Measuring Impact on Conversions

• It is difficult to measure

– You need to take the whole funnel into account to measure it flawlessly

with Attribution Modelling

• We still focus on the last touch. However that’s not how people buy.

How Can We Measure Success?

First you need to define your goals and KPIs before measuring your success on social media.

Reach EngagementsLikes,

Comments & Shares

Sentiment Mentions Website Traffic

Should We Never Consider ROI?

Don’t completely ignore website conversions/ROI, just don’t solely focus on it

https://imspgh.wordpress.com/2013/12/10/tuesday-tip-social-media-portion-control/

Reverting to Analytical Tools To Measure Traffic & Interactions

Social Media Measurement & Reporting

1. Define your goals

2. Create metrics & KPIs to measure your goals

3. Measure – find the right tools for the job

4. Monitor and report

5. Adjust and repeat – review your measurement program

Measure your social activities so that you

can learn what’s successful, what isn’t, and

how you can improve

What Reports Can We Get From The Platforms?

• Reach & impressions

• Likes, comments, shares, retweets, unlikes

• Post/ad clicks

• Image and video views

• Demographics data

Platform reports show us direct interaction

with the content itself within the platform for

both organic and paid campaigns

So Why Do We Need Analytical Tools?

• To gain deeper insights into engagement on site

• What are users doing after clicking through to the website from Social

Media platforms?

– Time spent on site

– Bounce rates

– Pages visited

– Pages per visit

– Conversion path

– Any other actions on site

Comparing Paid Campaigns With Free Social Media Campaigns

Falling Organic Reach

“The average organic reach for posts from Facebook

pages in March was 2.6 percent of a brand’s audience.

… This percentage dropped to 2.3 percent for pages

with more than 1 million likes.”

(Source: Localytics, reported by 1to1Media)

• As social platforms’ users increase, brands are seeing a decline in

organic reach

https://contently.com/strategist/2015/05/07/why-paying-for-social-is-better-than-doing-social/

The average social media user is

exposed to more than 1,000 pieces of

content each time they log on*

*https://contently.com/strategist/2014/08/07/3-things-content-marketers-need-to-know-about-paid-social/

The Case For Paid Social

• Not all that is free can deliver the type of results you want

• You need to get through the clutter by being targeted

• That’s why it’s important to combine organic and paid social media

– Not only will this increase your reach, but will also improve the quality of

your audience and engagement with these this type of audience

– These are the audiences that are likely to convert further down the funnel

The Rise of Paid Reach on Facebook

• Due to limitations set by social media networks, the maximum reach will be

limited by what the network specifies

• With paid promotions you can work your way around these limitations and

reach a higher degree and number of targeted audiences that your content is

intended for

www.socialbakers.com

Funnel Analysis & Role of SM Platforms

Results/Benefits

“Marketers who spent on social channels registered a nearly 25% lift in conversions compared with purely organic social efforts (2.82% average conversion rate vs. 2.26%).”

http://www.marketingprofs.com/charts/2014/26025/how-social-media-advertising-affects-

sales?mkt_tok=3RkMMJWWfF9wsRonuq7JZKXonjHpfsX%2B6%2B8oXa63lMI%2F0ER3fOvrPUfGjI4IRcNqI%2BSLDwEYGJlv6SgFTbLCMbpx37gNXxU%3D

http://getpocket.com/redirect?url=http%3A%2F%2Fsproutsocial.com%2Finsights%2Fvideos-on-

facebook%2F%3Futm_source%3DSprout%2520Social%26utm_medium%3DEmail%26utm_campaign%3DLN%26utm_content%3DInsights%2520021015%26utm_term%3Dbutton2%26mkt_tok%3D3RkMMJWWfF9wsRons6r

PZKXonjHpfsX77OUtW6%252B2lMI%252F0ER3fOvrPUfGjI4FScVqI%252BSLDwEYGJlv6SgFTLLNMahj3rgFXxQ%253D

Organic & Paid Social Media Objectives

Results/Benefits

Organic

• Awareness

• Engagement

• Education

• Retention

Paid

• Extend reach

• Generate brand awareness

• Increase engagement

• Audience growth

Organic Social Media Strategies

Results/Benefits

• Engage your audience with quality content that educates, entertains and

informs. Encourage participation and avoid the “hard-sell”.

• “Surprise & delight” your audience with content that appeals to them – Find what is topical and relevant to your audience/industry

• Inject your brand’s personality into your posts, blogs and tweets

• Interact with your audience and respond to their comments (positive and

negative)– Remember it’s a two-way dialogue

• Share “info-taining” content where appropriate

“Info-Taining” Content

• Sometimes even the “driest” of topics can be turned into educational content

in an entertaining way. E.g. this image taken from a blog about Food Security.

World Vision Australia blog: http://blog.worldvision.com.au/happy-birthday-food/

“Surprise & Delight”

• Our audiences respond well to positive impact stories from the field.

• What is relevant for your audience?

Paid Social Media Strategies

Results/Benefits

• Define your goals

• Decide on your split between promoted content and direct response ads

• Choose the relevant ad format and platform for your campaign

• Implement audience targeting so that your message reaches the relevant

people – creates efficiency, reduces wastage and improves engagement

• Continually test and learn

• Tweak and optimise often

A Strategic Combination of Organic & Paid

Social Media Works Best

• Post valuable content that’s engaging to your audience to build loyalty and

trust

• If content resonated with target audience, it has the possibility of being shared

in the right circles, bringing new community members without paying

• Sponsored content is effective in reaching new audiences quickly

• Direct response ads can also be effective in growing audience, create

awareness and drive quality website traffic

Closing Thoughts

Closing Thoughts

• The value of Social Media lies in its function in driving awareness,

engagement, retention and customer service

• Obsessing over ROI can hurt this. Your audience does not want to be sold

to

• To measure impact, set out your KPIs and track metrics like reach,

engagements and clicks

• Use third-party analytics tools to measure engagement and interactions on

site

• A mix of organic and paid social media strategies can offer the best

outcomes