Social Media Measurement and ROI: Making the Connection from Monitoring to the Bottom Line

@tacanderson@neilbeam

February 18, 2010

@tacanderson@neilbeam

Shout Outs…

• Tableau…• Our SMB handlers… esp. Colleen, Colin, Warren, Heidi

• Wine Gal…• Job Seeker…• My ride here today!

All of you for joining us here in person and online!

Disclaimer…

Our views are our own, not necessarily those who provide our paychecks

What are we going to tell you…• ROI is a Monetary Metrics

• Attribution is a KEY most everyone is missing

• Timeframe is another key

• Scope of ROI is different for everyone

How are we going to tell you…

• Stories– Ben’s Story– ATTCustomerCare

Format: One of us shares, the other adds color… hopefully this works

From Sean last month…

Tom’s Story

Let’s get started: Ben’s Story

Weak ROI ties, but a start

Some considerations• 3700 message views for

1 post• Net Promoter Attribution

(20 pts in 14 months)• Brand Reputation• SEO• Capturing the

unexpected

Taking it a step further…• Benchmark before and after

the program– Sentiment– SEO– Mentions

• Establish values to human activity: i.e. – $0.02 per view; – $2 for a review; – $1 for a Kudo/net Up-Vote – $10 for a “Solution”

Strong(er) Impact Metrics

Some considerations• 1000 tweets per month

* 15 staff• cSat• Neg. trends are down• Monitoring to address

comments off AT&T Sites

Taking it a step further…• Map Call Drivers to

Social Tactics• Publish Score Card with

ROI

PR/ARDigital Communications

Monitor CRM Analytics

Customer Conversation Traffic Data Filtered by IP

Product/ServicesOffers

DirectMarketing

Socially ActiveCustomers

Socially Integrated Sales

WebMarketing

Socially ActiveEmployees Actionable Sales Info

Social Sales

• Shorter Sales Cycles• Increase Renewal Rate• Increased Up sell• Direct ROI

Where can you take this…• Sales: Social Ads

– Control group vs.:• Conversions per 1K impressions (CPTI)• Cost per Conversion

• Customer Service: Call driver attribution– Formula of Importance {AHT, FCR, Number of calls}– Match Social tactics to the key call drivers

• Example: Brand Awareness – Arbor Day – Going Green– Social Monitoring/Listening (before and after):

• Sentiment• Mentions

– Map the social graph and understand expanded relevant reach and the interaction levels that occur w/in the graph

What did we try to tell you…• ROI is a Monetary Metrics

– Most organizations like to report “impact” metrics and suggest these are ROI

• Attribution is a KEY most everyone is missing– Benchmark, set baselines and watch movement– Survey for attribution, root cause of a behavior– Design for ROI, establish a control group

• Timeframe is key– Sales investments & returns tend to be faster, but less sustainable– Service tends to take longer, but trends towards sustainability

• Scope of ROI is different for everyone– Project Scope – most common– Utility Scope – most comprehensive– Person Scope – the future (that’s why everyone talks about those influencers)

Resources

WOMMA Metrics Guidebook: http://issuu.com/womma/docs/metricsguidebook(available for viewing at this link until 3/5) – or ask Neil to send you a copy

SMAC Metrics: http://wiki.smac.org

Q & A