Numbers never lie. That is, unless you have the wrong numbers. As we move from traditional media to social media, new numbers have been created that can either show you to be on the right track or off the beaten one. This session will separate the metrics that matter from the ones that don’t.

1. The ROI of ROI
Social Media Metrics that
Matter
Cory Hartlen
Product Marketing Manager
cory.hartlen@radian6.com
Twitter: @coryhartlen

2. Your Customers Share More than Ever Before
Having a problem
Great with…
article on…
Love the Looking
new… Cool for recs...
video…
Hiring
Product a CTO…
review…
But what are they saying?

3. But Enterprises Are Not Prepared
to Engage in Social Conversations
of CMOs are tracking social
38% media metrics1
of CMOs feel unprepared
68% to deal with social media1
of companies ignore customer
70% complaints on Twitter2
1 IBM Global CMO Study 2011
2 Maritz and evolve24 Twitter Study, September 2011

4. | THE SOCIAL DIVIDE: VOICE OF THE
MARKET AND ORGANIZATIONS
Your customers, employees,
How do you seize
suppliers, fans and detractors are
the opportunity?
social. This is your community!

5. | STEP ONE
DEVELOP YOUR PLAN

6. | IT ALL STARTS WITH LISTENING, BUT FOR WHAT?
Compliments Crisis
Ideas
Influencers Campaign
Complaints
Needs
Competition

7. | THE FIVE C’S OF SOCIAL MARKETING
Content
Community
Conversation
Collaboration
Connections

8. | THE SEVEN OUTCOMES OF SOCIAL MARKETING
• Enhance Branding or
Increase awareness
• Protect Brand Reputation
• Facilitating PR
• Building Communities
• Improving Customer Service
• Driving R&D
• Increasing Sales
-Jason Falls, Nobullshitsocialmedia.com

9. | SOCIAL MEDIA GRID,
ALIGN YOUR DEPARTMENT AND CORPORATE GOALS
Your Brand Your Your Industry
Competitors
Listen/Analyze 1 2 3
Measure 4 5 6
Engage/Content 7 8 9
9

10. | COMMON SOCIAL BUSINESS OBJECTIVES
•Gaining Exposure
•Fostering Dialogue
•Generating Interactions
•Facilitating Support
•Promoting Advocacy
•Spurring Innovation
John Lovett, Social Media Metrics Secrets

11. | AVOID THE SILOS
Blogs Forums Facebook Twitter YouTube
Marketing PR HR Sales Cust. Serv.

12. | SOCIAL MEDIA COUNCIL, CHAMPIONS FROM EACH
DEPARTMENT
Blogs Forums Facebook Twitter YouTube
Marketing PR HR Sales Cust. Serv.

13. | ADVANCED COMMUNITY MODEL
Blogs Forums Facebook Twitter YouTube
Community Team
Marketing PR HR Sales Cust. Serv.

14. | MEASUREMENTS THAT MATTERS
WHAT CAN WE
MEASURE?

15. | WHAT CAN WE MEASURE?
• Social Metrics
• Workflow Metrics
• Web-Analytics
• CRM Metrics
© 2012 Radian6

16. | ROI OF SOCIAL FOR:
Four Examples:
Customer Service
Product Management
Recruitment
Lead Generation

17. | SOCIAL CUSTOMER SERVICE
• Listen at the point of need, window of
opportunity.
• Comcast saves a million during the big game.
• Integrate with CRM to:
• Measure cost per resolution.
• Social Resolutions per hr vs phone or email.
• Increase in one touch closes
• Measure call deflection
© 2012 Radian6

18. | SAVE MONEY, JUST LISTEN
Build your Best Mouse Trap. Listen to what people like, don’t
like, in your and your competitors products or services.
Measure uptake in sales from social listening in new release, or
dollars saved from social focus group.
Save HR dollars. Find prospects in the industry fields you’re
looking to recruit. Measure cost per HR prospect.
© 2012 Radian6

19. ROI with Lead Generation

20. | FILL YOUR PIPELINE WITH SOCIAL
Listen to your industry for point of need
• Radian6 case study
• Client stories
•Voice Over IP Company,
Turn tweets to dollars
240,000 of them!!!
© 2012 Radian6

21. | CONTENT THAT MATTERS
Web Analytics Integration
Caution!
Math Ahead

22. | ROI WITH WEB ANALYTICS
© 2012 Radian6

23. | ROI WITH WEB ANALYTICS
What’s driving traffic?
© 2012 Radian6

24. | ROI WITH WEB ANALYTICS
• Revenue generating conversion points
• Measure: Visits (V), Average Revenue (AR)
Conversions (C), Leads (L) and Lead Revenue (LR)
*(#V’s x AR/V) + (#C’s x AR/C) +(#L’s x AR/L) ≥ LR+ = X
Where X = Total Influencer Revenue
{(X-C)/C}*100%=ROI
© 2012 Radian6

25. QUESTIONS?
Presented by
@CoryHartlen
Product Marketing Manager
Salesforce Radian6
Cory.Hartlen@radian6.com