美通社-如何衡量你的社交媒体的回报率（英）-32正式版.ppt

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1、How to Measureyour Social MediaROIA complete guide toquantifying the value ofyour social media efforts.So,what is social media ROI?The results of everything you do in social media,ranging from protectingyour reputation,building brand awareness and loyalty,retaining and satisfyingcustomers,and direct

2、ly earning or saving revenue.Why Do You Need to Prove Social Media ROI?The very existence of a social media team is predicated on theassumption that a positive ROI is being(or will be)generated.Vaguereasoning like,“in this day and age,every business needs social mediamarketing”just isnt sufficient.T

3、he C-Suite wants to see measurableresults.But,if your social media ROI is unclear,then your teamscontributions to the company are subsequently unclear.So,as an SMM,if you feel overlooked by the C-Suite or have difficultiessecuring budget,proving your ROI could be the remedy to theseissues.Additional

4、ly,calculating your social media ROI can uncover keyperformance insightswhich,in turn,can guide strategy,budgeting,andresource allocation.Demonstrates the value of social mediamarketing to your companyAll things considered,you should have asystem in place totrack social mediaROI because itProves tha

5、t your social media marketingstrategies are effectiveSupports social media budget requirementsIdentifies areas of your strategy that areparticularly successful(ramp-up)Pinpoints areas of your strategy that arentperforming well(improve)In this handbook,well explore each of the above topics in depth a

6、ndguide you through the process of calculating your true social media ROI.So,without further ado,lets dive in.3Measuring your Social Media ROI-Falcon.ioSave my seatConducting aSocial MediaAudit.Before anyone else can understand why your social mediaendeavors are worthwhile,you,yourself,must understa

7、nd.Inthis section,well explain how you can use social media auditingto gain a deeper knowledge of your situation and performance.We know its tempting to jump ahead into the ROI frameworkaer all,thats why youre here.But trust us:this groundworkneeds to be laid before moving on to ROI calculations.Do

8、thegroundwork now.youll thank us later.What is a social media audit?As the name suggests,a social media audit is a thorough assessment ofyour organizations social media presence and performance.By compilingall your data“under one roof,”youll be able to pinpoint both strongand weak areasultimately en

9、abling you to improve your strategy andmaximize ROI.Consider this:the commonly cited“80/20 Rule”(also known as thePareto Principle)holds that 80%of your results come from only 20%ofyour actions.To take this notion one step further,Intels Global ContentStrategist,Luke Kintigh,observed that 10%of cont

10、ent drives 90%oftraffic.What is a social media audit?A social media audit is an examination of the social channelsthat represent your brand.Audits provide insight into whichsocial media content to create,update,rewrite,or delete.5Measuring your Social Media ROI-Falcon.ioNow,lets assume that the same

11、 phenomenon is occurringwithin your social media initiatives.How can you systematicallyidentify the critical 10-20%segment thats largely responsiblefor your success?It starts with an audit.A social media audit will help you:Develop(or adjust)a social media strategythat aligns to actionable business

12、goalsDiscover trends you can use to createor modify social media campaignsReceive valuable insight into customersentiment and brand perceptionJustify social media spend and providea look into what is or is not workingWith the Falconplatform,you canuse Reports toanalyze various auditmetricsnamely you

13、rsocial media trafficand content postperformance.6Measuring your Social Media ROI-Falcon.ioNow that weve covered what a social media audit isand whatit aims to achievelets walk through the details of how toperform an audit.1)List Your Owned ChannelsThis first step may seem somewhat mundane,but it wi

14、ll help you stayorganized and keep the bigger picture in clear view.Start by listing everyone of your companys social profiles including the handles,hashtags,and follower counts.Note the internal owners for each channel,as well aspassword/governance considerations.Once you have the complete list,go

15、through each channel and describeits primary purpose.For example,perhaps your focus on LinkedIn islead generation,while Instagram is more for brand awareness.Also jotdown what you know about your audience on each platformthe moredescriptive you can be,the better.Finally,take note of each profiles“co

16、ngruence”with the other channels.Is there consistency in the tone,imagery,branding guidelines,etc.?Or arethere notable differences?facebookinstagramlinkedintwitterhandlehashtagfollowersownerStart your audit by listing your brands social profiles.Then add relevant information for each network,such as

17、 handles,hashtags,and follower counts.Use the categories that make sense for your brand.2)Review Channel PerformanceNow that you have all the profiles side-by-side,begin assessing eachchannels performance as a whole.Look at the traffic youre receiving,the current follower count,the follower growth r

18、ate,the number ofmentions,and the number of shares.How does each channel stackup against the others?7Measuring your Social Media ROI-Falcon.ioB2C companies will want to pay special attention to their community/engagement metrics.How many messages are you receiving?How manyare you responding to?Whats

19、 the sentiment rating across your messagesand mentions?Another,more operational metric to assess is posting frequency.Is yourposting schedule aligned with the best practices for each platform?3)Review Content PerformanceAt this point,an overarching view of your social media“footprint”shouldbe formin

20、g.The next step will require you to zoom in to a more granularlevel:content performance.This phase will likely form the bulk of yourauditing time,as youll need to observe metrics at the individual postlevel.The underlying question you should be seeking to answer is,“whichspecific posts and content p

21、ieces are performing bestand why?”There are a number ofPerformance Checklistdifferent stats youll wantto consider during yourcontent performance review.Here are some examples toget the wheels turningBest and worst-performing postsPosts with the most engagement(likes,shares,comments,video views)Audie

22、nce(demographics andpsychographics)This list isnt exhaustive,but it should put you onthe right track towardan insightful analysis ofyour posts.Then,whencombined with yourchannel review,this datawill help you understandyour overall performanceon a deeper level.Publish time for top-performing postsPos

23、ting frequency vs.performanceClick-through rates(CTR)Post reach and impressionsSentimentVideo views8Measuring your Social Media ROI-Falcon.io4)Review Ad CampaignsIf youre running ads on social media,you should review your adperformance separately using the built-in analytics tools on eachplatform.Yo

24、ull want to approach this similarly to content performance(above),but with the additional considerations of ad spend,a/b testresults,cost-per-click(CPC),cost-per-acquisition(CPA),and cost-per-mille(CPM).When analyzing your advertising metrics,its important to keep your goalsin mind.The goal of your

25、ad campaign will determine which metrics youshould be paying the most attention to.For example:If your goal is awareness,you should be lookingat volume,reach,and amplification.If your goal is engagement,you should belooking at likes,shares,and comments.If your goal is website traffic,you should belo

26、oking at clicks and conversions.Remember,the underlying question youre addressing with all of thisis,“Whats working well,and what isnt?”Every brands social mediapresence will have relative strengths and weaknessesits your job todefine exactly what they are.stuff we do OKstuff were not great at9Measu

27、ring your Social Media ROI-Falcon.io5)Competitor AnalysisUp until now,the entire audit has been focused on your brands socialmedia efforts.Its time to turn the focus outward and size-up thecompetition.Since social media is an inherently public-facing medium,you have a great deal of visibility into o

28、ther companies efforts.How they are using social mediaHow many followers they haveScan through yourcompetitors socialmedia profiles andtake note ofHow much engagement theyrereceiving on their postsHow they engage with their followersAssessing your competitors will reveal how you stack up in comparis

29、on.You might come away with some inspiration for a new initiativeorperhaps youll discover some gaps youd like to work toward narrowing.Either way,this is valuable information that can help you refine yourtactics and strategy.10Measuring your Social Media ROI-Falcon.ioSo,now you know how to do a soci

30、al media audit.Marvellous.Now,do you:a)Carry on workingin the blind,cross yourfingers extra hard,andhope for the best.b)Do the work so you can improveand refine your strategy to makesure those potential leads haventforgotten you by tomorrow?Exactly.But youd be surprised how many brands seem to find

31、themselves goingwith option A.Instead of measuring,responding and refining,they justkeep on keeping on.Eventually,that stops working.This concludes the auditing portion of the handbook.Youshould strive to conduct an audit of this depth at least once ayearalthough it would be beneficial to track key

32、metrics(e.g.best/worst-performing posts)on a continuous basis.This will allow you to make adjustments accordingly.11Measuring your Social Media ROI-Falcon.ioTime to.Ta ke a deep-breath,inthrough yourOk,thats enough!Now that weve completed the audit,the nextstep is to calculate your ROI.While the aud

33、itprovided a detailed account of your social mediaperformance,the ROI calculations will determinehow valuable that performance is.And,ultimately,the value is what matters most.Calculating YourSocial Media ROIThe first step in any ROI calculation is quantifying yourinvestment.While that may sound str

34、aightforward,it can bequite multifaceted.You need to factor in the salaries of social media team members,ad spend,content creation costs(e.g.freelancers,agencies,etc.),management/analytics tools,and even time spent by non-dedicatedemployees.As you can see,your investment(in this context)needs to bet

35、hought of holistically.thingCombined social media team salaryAd spendcostHeres anexample of$15kwhat a(monthly)investmentcalculation$10k$5kContent creationmight look like$1kThird-party sowareTotal(Monthly social media investment)$31kThat monthly investment total will then be used in the final ROI cal

36、culation,which is:(Net Profit/Investment)x 100=Social Media ROISo,for the sake of demonstration,lets assume your net profit from socialmedia that month amounted to$10,000.Your social media ROI calculationwould then look like this:(10,000/31,000)x 100=32.3%ROI13Measuring your Social Media ROI-Falcon.

37、ioNow,its important to note that we made a large leap when we assumedthe profit figure.In many instances,the outcomes from social media donot produce a profit directly,so the calculation is not as simple.However,you can oen determine your ROI by estimating the value of each desiredoutcome(also known

38、 as a micro-conversion).Assigning Values to Micro-ConversionsThroughout the customer journey,there are many“micro-conversions”that can take place between the first touchpoint and the final sale.Emailsignups,webinar registrations,and app downloads are all examples ofvaluable micro-conversions.What ar

39、e micro conversions?A micro conversion is any incremental step a user can taketo show initial interest in your brand or product.While these events do not yield an immediate profit,we can still attributerevenue to them.To illustrate this,lets consider the examples below.Example 1Suppose you spent$100

40、0 on Instagram ads,which drive 90 webinarregistrations.Your past data shows that your webinars have a conversionrate of 10%with customers spending an average of$200.From this,wecan make the following calculation:$200(average sale)x 0.1(conversion rate)=$20(value of a single registrant)In this calcul

41、ation,weve used what we know about your webinarperformance to determine the approximate value of each webinarregistrant($20).So,returning to the Instagram ads,we can regard those90 registrants as being worth$1800(90 x$20).We can then go on todetermine the ROI:($800 net profit/$1000 Instagram ad spen

42、d)x 100=80%ROI14Measuring your Social Media ROI-Falcon.ioExample 2Suppose youre promoting a$200 product to your email list and you havea conversion rate of 5%.Similar to the webinar registrants above,we canconclude that each new email address is worth$10($200 x0.05).Now suppose that your primary goa

43、l on social media was to drive emailsignups in the month of March.You drove 700 email signups and your totalinvestment in social media was$4000.From this,we can calculate:700(email signups)x$10(new email value)=$7000($3000 net profit/$4000 investment)x 100=75%ROIThese two examples are very specific,

44、but they both demonstrate thesame general mode of thinking.Notice how,by using conversion rates andaverage sale prices,you can arrive at an estimated value for a single micro-conversion.And,once you have that,the ROI calculation follows naturally.Assigning values to micro-conversions is an effective

45、 method for calculatingsocial media ROIbut its not applicable in every scenario.Certain business goals,such as increasing brand awareness or customerretention,are far more difficult to evaluate with concrete dollar figures.Nevertheless,the results are still valuable and can be regarded as a non-mone

46、tary return from social media.Ultimately,what social media ROI meansto your business is entirely dependent on your objectives.In the following sections,well explore the different types of social mediagoals along with key metrics to measure your success.Then,well covervarious benchmarking approaches

47、to help you assess your social media ROIfrom a non-monetary perspective.15Measuring your Social Media ROI-Falcon.ioBusiness Goalsand MetricsTo develop a true measure of your social media ROI,you needto relate your business objectives to your social results.Social media wont be a valuable channel if

48、youre using it to boost brandawareness when your companys biggest challenge is customer retention.So,when analyzing your performance,you should have a clear answer tothe question,“What are our primary goals on social media?”Lets take a look at some common business goals paired with examplesof corres

49、ponding social media goals.AwarenessConversionCustomer ExperienceImprove customersatisfactionBusiness Goal:Increase brand awarenessIncrease salesCreate a buzz on socialmedia surrounding ourupcoming product launchProvide sales teamwith high quality leadsfrom socialReduce customersupport response time

50、on socialSocial MediaGoal:Notice how each of these goals would be measured with an entirelydifferent set of metrics.For this reason,identifying your primary goals is acritical piece of the analytics process.Commonsocial mediagoals Drive traffic to your website Advertise a product/service Grow revenu