How to measure social media : a step-by-step guide to developing and assessing social media ROI :

Think social marketing is worth it? Prove it. If your boss hasn't demanded that yet, he will. Then what? Hand him some jive about "return on conversation"? Think that'll fly? You'll be gone so fast you won't know what hit you. You know damn well what your boss cares about: Sales Volume. Costs. Revenue. This book will help you measure all that: credibly, accurately, and in drill-down detail. Bet you can't wait to see his face when you walk in with metrics that stand up to his most brutal questions. We're not just talking about getting "buy-in" or begging for your proverbial "seat at the table." We are talking about numbers that make careers. This book will prove your indispensability to even the most clueless executive in your company. Here's the best part: It's not hard. You won't need to become a math nerd. The tools are cheap (or free), and you're probably sitting on most of the data. This book will give you everything else, including simple step-by-step techniques for creating measurable strategies and getting the data to prove they deliver. You'll also get super helpful hands-on exercise worksheets where you can jot down your answers and notes. Nichole Kelly has been refining this stuff for 14 years. She's helped hundreds of marketers prove their value to bosses and boardrooms. Now it's your turn. If you're a marketer or agency pro, this is a game you have to play. Win it. Reliable answers to questions like: How much revenue did our activities on social media platforms generate this month? Are social media prospects more likely to convert to customers? Which status update delivered the highest conversion rate? How long do we retain new social media customers? Do they spend more or less than customers from other channels? Do they make repeat purchases more often than other customers?

Author Notes

Nichole Kelly is a pioneer in making social marketing efforts consistently profitable, measurable, and accountable. She is the President of SME Digital, the digital agency, division of Social Media Explorer and has worked for companies of all sizes, from Signs By Tomorrow-USA to Sherwin-Williams to Deutsche Bank Alex. Brown to The Federal Reserve Bank. Kelly runs the No-Fluff Social Media Measurement Boot Camp and has spoken at leading events including B2B Summit, Salesforce.com's Dreamforce, Inbound Marketing Summit, Marketing Profs University, and Small Business Success Summit. She writes about social media measurement for two of Ad Age's top 30 marketing blogs, Social Media Examiner and Social Media Explorer.

Reviews 1

Choice Review

Kelly, a digital-media expert, conceptualizes a new social media sales funnel derived from the hierarchy of effects--attention, interest, desire, action (AIDA)--model (E. St. Elmo Lewis, 1898), later expanded to include consumer satisfaction as a means of retention (A. F. Sheldon, 1910). Kelly's strength is proposing ideas and recommendations for developing social media content for situation-response and productivity measurements, including marketing return on investment (ROI). Her proposals are designed to keep organizational focus on the dynamic wants of consumers and the success of social media marketing campaigns. The author explains and gives detailed examples of the subtle differences created by social media inbound marketing (pull system), the presales process, the different content needs throughout the AIDA model, metrics for measuring success, and public relations (PR). Kelly also provides an excellent explanation of the retention feedback loop. The boot-camp tone of the book is a drawback: the us (unappreciated social media marketers) verses them (uninformed and oppressive management) mantra distracts from the message. Nevertheless, the content is thought provoking and engaging, and readers can gain useful insights and practical knowledge. See related, Guy Powell's ROI of Social Media (CH, Dec'11, 49-2172) and Olivier Blanchard's Social Media ROI (CH, Sep'11, 49-0378). Summing Up: Recommended. Practitioners and general readers. E. C. Dansereau Castleton State College

Introduction	p. 1
I Aligning Social Media with Core Business Objectives
1 Aligning Social Media Strategies to Business Goals	p. 11
Setting Social Media Goals	p. 12
Goal 1: Increase Brand Awareness	p. 14
Goal 2: Generate More Leads	p. 16
Retaining Your Existing Customers	p. 20
How Do I Know Which Goal Is Right for My Company?	p. 21
Goal 3: Increasing Customer Retention	p. 21
Selecting the Right Social Media Goal	p. 23
Hands-On Exercise: Selecting a Social Media Goal	p. 29
Activity 1: Plot Existing Marketing Tactics	p. 29
Activity 2: SWOT Analysis	p. 30
2 Aligning Social Media to the Sales Funnel	p. 33
Where Brand Awareness Fits	p. 35
Exposure	p. 35
Influence	p. 36
Engagement	p. 37
Action/Conversion	p. 40
Customer Retention	p. 41
Hands-On Exercise: Aligning the Funnel with Communications	p. 47
Activity 1: Chart Existing Communications	p. 48
Activity 2: Identify Communications Pieces That Don't Work With Contacts Who Touched the Social Media Channel	p. 48
Activity 3: Determine Metrics to Evaluate Where People Fall Out of the Funnel	p. 48
3 Social Media for Brand Awareness	p. 51
Reality Check No. 1: No One Cares About Your Brand	p. 52
Reality Check No. 2: You Have Lost Control of Your Brand	p. 52
Where Brand Awareness Fits into the Funnel	p. 53
Types of Brand Awareness	p. 54
Where Social Media Fits into Brand Awareness Campaigns	p. 54
Where Social Media Fits into Reputation Management	p. 57
Developing a Measureable Strategy for a Brand Awareness Campaign	p. 59
Create a Listening Station	p. 59
Interpret the Conversation	p. 60
Why Listening Matters	p. 61
Refine Your Brand Awareness Goal	p. 61
Define Niches Within Your Target Market	p. 61
Define Social Media Channels	p. 63
Define Success Metrics	p. 63
Define Your Strategy	p. 65
Define How You Will Do It	p. 65
Flesh It Out	p. 66
Developing a Measureable Strategy for Reputation Management	p. 66
Develop a Listening Station	p. 66
Outline the Types of Reputation Management You Will Focus On	p. 67
Create Social Media Accounts Before You Need Them	p. 68
Define Success Metrics	p. 68
Define Your Strategy	p. 69
Define How You Will Do It	p. 69
Flesh It Out	p. 70
Organize Your Plans	p. 70
Hands-On Exercise: Prioritizing Brand Awareness Strategies	p. 71
Strategy Evaluation Matrix	p. 72
4 Measuring Social Media for Brand Awareness	p. 75
Community Manager	p. 76
Executive Management Team Metrics	p. 76
Translating Social Media for Executives	p. 76
Social Media Is Just Another Channel	p. 77
Don't Measure Social Media in a Silo	p. 77
The Goal of Brand Awareness Campaigns	p. 77
Complementary Marketing Channels	p. 78
The Goal of Reputation Management	p. 79
Calculating Cost per Impression	p. 81
Calculating Cost per Engagement	p. 82
Calculating Cost per Conversion	p. 82
Handling Salaries in Cost Metrics	p. 82
Hands-On Exercise: Aligning social Media Metrics to Metrics That Matter	p. 83
5 Social Media for Lead Generation	p. 87
Where Lead Generation Fits into the Funnel	p. 88
Understanding Social Media Lead Generation	p. 88
Handling Social Media Leads	p. 90
Soft Leads	p. 90
Hard Leads	p. 91
Content That Indicates Purchase Intent for HubSpot	p. 91
How to Kill the Sale	p. 93
Developing a Measurable Strategy for Lead Generation	p. 93
Promotional Content	p. 93
Informative Content	p. 94
Decision-Making Content	p. 95
Where Does Lead Scoring Fit?	p. 96
Slow Leads	p. 96
Medium Leads	p. 96
Fast Leads	p. 97
Types of Lead Scoring Models	p. 97
Optimizing the Path to Conversion	p. 97
Defining Success Metrics	p. 99
Define Your Strategy	p. 100
Define How You Will Do It	p. 102
Flesh It Out	p. 102
Organize your Plans	p. 102
Hands-On Exercise: Prioritizing Lead Generation Strategies	p. 103
Strategy Evaluation Matrix	p. 104
6 Measuring Social Media for Lead Generation	p. 107
Identifying Lead Potential	p. 108
Slowest Leads	p. 109
Slow Leads	p. 109
Medium Leads	p. 110
Fast Leads	p. 110
Closed Leads	p. 110
Lead Scoring	p. 110
Types of Lead Scoring Models	p. 111
Points-Based Lead Scoring	p. 111
Activity-Based Lead Scoring	p. 112
Manual Lead Scoring	p. 112
Hybrid Lead Scoring	p. 112
It's Okay to Keep It Simple	p. 113
Hands-On Exercise: Aligning Social Media Leads to the Sales Funnel	p. 116
Hands-On Exercise: Aligning Marketing Lists to Lead Categories	p. 116
List Management	p. 117
7 Customer Service, Referrals, and Strategies for Increasing Revenue from Existing Customers	p. 121
Where Customer Retention Fits into the Funnel	p. 122
Understanding Customer Retention	p. 123
Developing a Measureable Strategy for Customer Retention	p. 124
Provide Customer Service	p. 124
Turn Customers into Revenue	p. 129
Use Referral Strategies	p. 130
Spend More Money at Each Purchase	p. 133
Make More Frequent Purchases	p. 133
Define Your Goal for Customer Retention	p. 135
Listen	p. 135
Define Success Metrics	p. 135
Define Your Strategy	p. 137
Define How You Will Do It	p. 138
Flesh It Out	p. 138
Organize Your Plans	p. 139
Create Planning Documents	p. 139
Hands-On Exercise: Prioritizing Customer Retention Strategies	p. 140
8 Measuring Strategies for Increasing Revenue from Existing Customers	p. 143
Where Customer Revenue Generation Strategies Fit into the Organization	p. 144
Finding Your Key Metrics	p. 144
Manager Metrics	p. 145
Executive Metrics	p. 147
Why This Is Going to Be Difficult but Not Impossible	p. 148
What If You Can't Separate Customers Who Touch Your Social Media Channels?	p. 149
Hands-On Exercise: Finding Customer Retention Metrics	p. 149
Getting the Reports You Need	p. 150
II Tools for Collecting Metrics
9 Breaking Down the Barriers to Social Media Measurement	p. 155
You Are the Problem	p. 156
Standards Are the Problem	p. 157
Confusion Between Measurement and Monitoring Tools Is the Problem	p. 157
Lack of Maturity in Measurement Tools Is the Problem	p. 158
Social Media Silos Are the Problem	p. 159
The Path to Conversion Is the Problem	p. 160
Your Systems Are the Problem	p. 161
Don't Stop Now	p. 162
Hands-On Exercise: Finding and Overcoming Your Barriers	p. 163
10 Understanding the Dots That need to Connect to Facilitate End-to-End Measurement	p. 167
Why Full Campaign History Is Important	p. 168
What Dots Need to Connect	p. 169
Is Getting Full Campaign History into Your CRM System Really Possible?	p. 171
Finding Opportunities for Integration	p. 172
Conducting a System Audit	p. 174
Prioritizing Data Initiatives	p. 175
Hands-On Exercise: Systems Audit System Audit Worksheet	p. 177
Finding Integration Opportunities	p. 177
11 Measurement Tool Review	p. 181
Argyle Social Review	p. 182
Overview	p. 182
Overall Measurement Features (3.7 Stars)	p. 184
Reporting Features (2 Stars)	p. 185
Conversion Reporting (2 Stars)	p. 186
Expion	p. 187
Overview	p. 187
Overall Measurement Features (3.6 Stars)	p. 188
Reporting Features (3.2 Stars)	p. 190
Raven Tools	p. 191
Overview	p. 192
Overall Measurement Features (3.3 Stars)	p. 193
Reporting Features (2.5 Stars)	p. 194
Social Snap	p. 196
Overview	p. 196
Overall Measurement Features (4.3 Stars)	p. 197
Reporting Features (3.9 Stars)	p. 199
Tracx	p. 201
Overview	p. 201
Overall Measurement Features (2.2 Stars)	p. 202
Reporting Features (3.1 Stars)	p. 203
Summary	p. 204
Hands-On Exercise: Measurement Tool Worksheet	p. 204
12 A Great Starter Mix of Tools for Less Than $10 a Month	p. 207
Why HootSuite Pro Is a Crucial Part of the Mix	p. 208
Validating Google Analytics Setup	p. 208
Integrating HootSuite with Google Analytics	p. 211
Start Tracking	p. 212
Sample A	p. 214
Sample B	p. 214
Sample C	p. 214
Limitations	p. 215
Getting the Data	p. 215
Hands-On Exercise: Create a System for Using Custom URL Parameters	p. 217
Source	p. 218
Medium	p. 219
Campaign	p. 220
Bonus Tip: Track the Exact Status Update That Drove a Conversion	p. 221
13 Creating a Cross-Functional Measurement Dashboard	p. 223
Hands-On Exercise: Build Your Dashboard	p. 229
14 Trying It All Together	p. 231
Hands-On Exercise: Social Media ROI Assessment	p. 233
Index	p. 235

Available:*

On Order

Summary

Summary

Author Notes

Reviews 1

Choice Review

Table of Contents