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

1. Social Media Measurement and ROI: Making the Connection from Monitoring to the Bottom Line @tacanderson @neilbeam @tacanderson @neilbeam February 18, 2010

2. 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!

3. Disclaimer… Our views are our own, not necessarily those who provide our paychecks

4. 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

5. How are we going to tell you… • Stories • Ben’s Story • ATTCustomerCare Format: One of us shares, the other adds color… hopefully this works

6. From Sean last month…

7. Tom’s Story

8. Let’s get started: Ben’s Story

10. 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”

13. 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

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

16. 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

17. 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)

18. 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

19. Q & A