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Social Media Analytics and ROI Tracking

Brianna Smith | Digital Marketing Specialist

Social Media Analytics and ROI Tracking Agenda

S  Social Media Metrics

S  Social Media Measurement Tools

S  Measuring ROI of Social Media Efforts

S  Questions

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Social Media Metrics Determining what to measure

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Social Media Marketing Metrics

Increase in Community Membership

S  Facebook page likes

S  Twitter followers

S  LinkedIn followers

S  Google+ likes

S  YouTube channel subscribers

S  Pinterest followers

Content Mobility & Engagement

S  Facebook post likes and shares

S  Tweets directly from content

S  Retweets

S  YouTube video likes, shares, and embeds

S  Pinterest repins

S  LinkedIn post likes and shares

Market Perception

S  Sentiment of social media mentions

S  Number of people who hid Facebook post or mentioned a post in a negative way (can be found in Facebook Insights)

S  Keep a monthly total of positive, negative, and neutral mentions to view trends S  Increase in positive mentions

S  Decrease in negative mentions

Social Conversions

S  Total number of click-throughs to website from each social media source S  Twitter

S  Facebook

S  LinkedIn

S  Pinterest

S  YouTube

Social Media Follower

Website Visitor Lead

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Social Media Measurement Tools

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Social Media Tools

Hootsuite •  Social Network Management

•  Google Analytics

•  Twitter Profile Statistics report

•  Ow.ly Click Statistics

•  Google+ Pages Analytics

•  Custom Reports

•  Team Features

•  Monitoring: search by •  Streams

•  Mentions

•  Hashtag

•  Geo-location

•  Klout

•  Keyword

•  Language

•  Twitter

•  Facebook

•  LinkedIn

•  Google+

•  Foursquare

•  Myspace

•  Wordpress

SocialBro •  Real time analytics •  Best time to tweet report •  Discover Twitter users and insights

•  What your followers talk about

•  What your followers influential Followers

•  Very active friends

•  Your influencers

•  Who you influence

•  Analyze your competitors •  Analyze your lists •  Twitter DM Campaigns

•  Accounts comparison •  Benchmark

•  Compare accounts of similar size & age

•  Geolocated search

Google Analytics •  Create conversion reports

•  See how many social media visitors complete a goal, such as a specific page view or complete a purchase

•  Visualize how visitors flow from social networks through your site

•  See which social networks are sending traffic to your site

•  Social plugins report shows on-site engagement

ShareThis Plugin •  Analytics that shows

•  Which social networks drive the most sharing

•  Which content was shared the most

•  Measures SQI score – Social Quality Index or the social quality of your website

•  Integrates with Google Analytics

SproutSocial •  Engagement report to

measure response rate and average response time

•  View best time and day for increased engagement

•  Evaluate your engagement and influence against your competition

•  Track brand mentions

•  Geotargeting

•  Monitor competitors

•  Mobile app for on-the-go social media management

Gremlin •  Schedule, distribute, and analyze

posts on Twitter, Facebook, and LinkedIn and make side-by-side network comparisons

•  Quickly translates social media messages for international businesses

•  Uses Brev.is and Bit.ly link shortners to track URLs

•  Set-up and track up to 15 different types of goals

•  Search for brand mentions across all three social networks at once

•  Social media compliance enforcement for businesses in regulated industries

•  Coming Soon: Sentiment analysis

SimplyMeasured

SocialMention •  Searches blogs, microblogs,

networks, bookmarks, comments, events, images, news videos, audio, and questions all across the internet

•  Measures social media strength – the likelihood that your brand will be mentioned on social media

•  Determines sentiment – the ratio of generally positive mentions to those that are negative

•  Analyzes passion – the likelihood that those talking about your brand will do so repeatedly

•  Other measurements •  Top users

•  Top hashtags

•  Sources

•  Realtime buzz widget •  Set up alerts for brand mentions

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Measuring ROI of Social Media Efforts

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Determining Social Media ROI

Google Analytics Ecommerce Sales Funnel

S  Track ecommerce sales and visitors by adding the Google Analytics ecommerce tracking code to your site

S  Set up goals to determine when a visitor has converted into a customer or lead

S  Within the Google Analytics Conversion Report, segment visitors to view the number of transactions completed by social media visitors or by a specific network (i.e. Twitter, Facebook, Pinterest, etc.)

Savings: Social vs. Paid Media

S  Are your social efforts generating more results than what you would see with paid media?

S  This can be answered by calculating how much it would cost to buy the same number of social impressions and actions with paid media as you do organically

S  To determine actual savings, use the Facebook ads, Twitter promoted tweets, YouTube promoted videos, and Google AdWords PPC advertising prices

Savings: Social vs. Paid Media

Value of SMM efforts Cost of SMM

ROI

Calculating Value of Social Media Efforts

S  Organic (non-paid) Facebook Impressions x $10.00 CPM

S  Clicks from Facebook posts x average cost of PPC clicks

S  ((Tweets x # of followers) + (retweets + @mentions) x .25*) x $10.00 CPM

S  Clicks from Twitter x average cost of PPC clicks

S  Organic YouTube video views x $0.20 per view

S  Blog pageviews x average cost of PPC clicks

S  Online brand mentions x average cost of PPC clicks

View rate or impressions of a single tweet, as estimated by Twitter

Revenue from Social Media

S  Formula for non-ecommerce sites to determine social media ROI

S  Determined by analyzing how views of goal pages, social media visits to goal pages, and average sale are connected

S  Examples of Goal Pages:

S  Store Location pages

S  Individual Product pages

S  Contact Us pages

Revenue from Social Media

S  Visitors to Goal Pages / Total Products Sold = Goal Pages per Sale

S  Social Traffic to Goal Pages / Goal Pages per Sale = Social Sales

S  Revenue from set period / Total Transactions = Average Transaction Value

S  Social Sales X Average Transaction Value = Social Revenue

S  (Social Revenue – SMM Cost) / SMM Cost = ROI

For a given period of time

Social Revenue – SMM Cost Cost of SMM

ROI

Questions?

Brianna Smith Digital Marketing Specialist and Social Media Blogger

S  Follow me on Twitter: S  @Brianna5mith

S  Email me at: S  Briannac.smith@gmail.com

S  Connect with me on LinkedIn: S  www.linkedin.com/brianna5mith

S  Find more social media resources at: S  www.Beingyourbrand.com