Social Media Research

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Tools And Strategies To Evaluate And Justify Your Social Media Investment

Tools And Strategies To Evaluate And Justify Your Social Media Investment presented by
John Haydon

Tools And Strategies To Evaluate And Justify Your Social Media Investment

Who is John Haydon anyhow?

President / Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MA Speaker / Presenter at Techsoup.Org, Philanthopy.Com, NetworkForGood.Com and several conferences. Over 7 years of experience working with non-profits (plus 15 years of corporate sales and marketing) Donation-enabled websites, WordPress,blogs, Facebook Pages, NING sites, BuddyPress, Strategy, Coaching

Tools And Strategies To Evaluate And Justify Your Social Media Investment

What we’ll be talking about today
What is social media ROI and why should I care? How can metrics-driven analysis can save me time? How can I create social media goals that are SMART? Which key performance indicators tie to my goals? How can I calculate the value of a Facebook connection? How can I calculate the value of a Twitter follower? How do I use Google Analytics? What are the top 5 reports in Google Analytics? How can I create a social media ROI calculator using Excel?

Tools And Strategies To Evaluate And Justify Your Social Media Investment

What is social media ROI and why should I care?

Investment

Return

Tools And Strategies To Evaluate And Justify Your Social Media Investment

What is social media ROI and why should I care?
Investment (Cause)
• Time • Money (staff, consulting, web services) • Opportunity costs (bandwidth issue) • Passion • Measurement and debrief

Tools And Strategies To Evaluate And Justify Your Social Media Investment

What is social media ROI and why should I care?
Return (Effect)
• Money • Volunteers • Brand equity • Future opportunities • Growth - organizational and personal • Army of fans

Tools And Strategies To Evaluate And Justify Your Social Media Investment

Let’s enter some values for “I”...

One-time set-up costs

Tools And Strategies To Evaluate And Justify Your Social Media Investment

Let’s enter some values for “I”...

Reoccurring costs

Tools And Strategies To Evaluate And Justify Your Social Media Investment

Let’s enter some values for “R”...

1,000 new Facebook fans by August 1st

Tools And Strategies To Evaluate And Justify Your Social Media Investment

Let’s take a look!
[Really simple ROI calc]

Tools And Strategies To Evaluate And Justify Your Social Media Investment

How can metrics-driven analysis can save me time?
1. Know where to focus your efforts 2. Know how to focus your efforts

Tools And Strategies To Evaluate And Justify Your Social Media Investment

Let’s take a look!
[examples: Most engaged content in Google Analytics and Facebook Insights]

Tools And Strategies To Evaluate And Justify Your Social Media Investment

How can I create social media goals that are SMART?

• Specific

• Measurable • Attainable • Realistic • Timely

Tools And Strategies To Evaluate And Justify Your Social Media Investment

How can I create social media goals that are SMART?
• Grow your traffic • Inspire action • Increase donations • Increase Facebook fans • Add to your Search Profile • Boost your audience • Attract prospects

Tools And Strategies To Evaluate And Justify Your Social Media Investment

Which key performance indicators tie to my goals?

Tools And Strategies To Evaluate And Justify Your Social Media Investment

Which key performance indicators tie to my goals?
• Brand mentions • Opt-ins • Donations • Volunteers • Unique visitors • Survey responses • Comments received • Blog posts, retweets

Tools And Strategies To Evaluate And Justify Your Social Media Investment

Which key performance indicators tie to my goals?
1. Engagement and sentiment • Engagement can take place offline and online, both on your site and on social media...
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