@ nicorosstweet Measuring Social Media ROI

@ #eventprofs

@ nicorosstweet 3 Objectives Events everywhere are searching to strengthen their social media presence, both as a branding tool and for direct attendee engagement. With the myriad of social media tools available, how can you gauge the success or failure of your social media plan? how can you gauge the success or failure of your social media plan.

@ nicorosstweet 4 Take AWAYS Understand why measuring your social media impact is so important for your meetings Learn specific strategies to provide a quantifiable ROI score Once ROI measurement is established, identify tools and techniques to increase the effectiveness of each dollar spent on your social media program

@ nicorosstweet 5 WHY ARE YOU TWEETING ABOUT ??? SOCIAL MEDIA = MARKETING ( that’s why you measure it )

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7 UNDERSTAND WHAT’S GOING ON and what to do about it

@ nicorosstweet 8 Social Media is about content Content to build Communities Extend the Reach Content for communities

@ nicorosstweet 9 Social Media = network INFLUENCER PASSIVE ACTIVE

@ nicorosstweet 10 resources Goal / Strategy Network Quality content

@ nicorosstweet 11 >> Plan and Quantify the resources you intend to allocate

@ nicorosstweet 12 ROI = revenue / cost Number of attendees ? Customer retention? Less support ? Resources Resource is the first thing you need : a)To identify and allocate b)To leverage with social media : CLIENTS, SPEAKERS ATTENDEES are your MOST VALUABLE RESOURCES

@ nicorosstweet 13 WHAT YOU SHOULD EXPECT

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@ nicorosstweet 15 Before metrics, define Goals Primary Goals : Increase reach (grow community) and brand exposure Drive engagement with your target group Drive traffic / leads, increase sales Identify Influencers >>> Drive traffic / leads, increase sales

@ nicorosstweet 16 Before metrics, define Goals Secondary Goals: Increase networking opportunities for your attendees Support existing sales and marketing campaign Get feedback, Gather competitive intelligence Reduce Customer service cost / increase satisfaction Improve customer retention and loyalty Build a customer community to provide support and advocacy

@ nicorosstweet 17 WHAT TO MEASURE ?

@ nicorosstweet 18 Increase reach (grow community) - brand exposure Drive engagement with your target group Drive traffic / leads, increase sales Identify Influencers Our primary Goals KPI (Key Performance Indicators) : They should ideally be resilient to tactical changes and smart : Specific Measurable Attainable Relevant Timebound Make sure they’re at least RELEVANT

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@ nicorosstweet 20 each social network features its key metric Facebook = Number of likes Twitter = Number of tweets LI= Number of share G+ = number of share While these metrics are key, are they telling everything ? What is the bigger picture ? How to influence those numbers ?

@ nicorosstweet 21 4 approches to social activity measurement Using only the primary indicators Channel Specific Dashboard Oriented Facebook = Number of likes Twitter = Number of tweets LI= Number of share G+ = Number of share Generic, high level Goal Oriented LEVEL OF EXPERTISE Tool dependent, using its metrics and definitions Building your own targets and matrix

@ nicorosstweet 22 The Dashboard approach

@ #eventprofs The Dashboard approach

@ #eventprofs The Dashboard approach

@ nicorosstweet 25 Go beyond Social Media URL tracking analytics

@ nicorosstweet 26 COOL TOOLS

@ nicorosstweet 27 Identify your network Go Further : tools for Expert

@ nicorosstweet 28 Identify your network Go Further : tools for Expert

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@ nicorosstweet 30 Jan : 46 March : 54 etouches.com

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@ nicorosstweet 32 Smart Inbox – new feature that will show your highest engagement periods in a set amount of days. Twitter Comparison – One of the best features to show how you compare to competitors in terms of engagement, influence, followers and more. Discover Tool – Suggestions: people who mention you, shows the people that you have had the most conversations with. Cleanup is also a good feature to remove accounts that are inactive or shows who you follow that doesn’t follow back.

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@ nicorosstweet 34 Other tools Seamlessly connects with your social channels and makes it easy to share content at the most relevant timesv Features: schedule posts, set times, interfaces with content Finds out which times and days give your content the most social impact Features: analyzes followers, analyzes your tweets and your followers tweets Twitter Community Management Dashboard, CRM Service Features: finds engaged members, influencers, supporters

@ nicorosstweet CoSchedule Social media editorial calendar for wordpress Schedule posts and social media for posts in one place Automatic reminders set to team members for when posts are due Good way to unify your blog and social media Influencer Tools Traackr - Influencer management tool. Discover influencers in your industry, manage relationships with them and measure the impact. PeerIndex – Helps users to segment and engage their social community through understanding how individuals work. See who is following you, what they share and where their influence is. EVEN MORE TOOLS

@ nicorosstweet 36 Global wall metrics monitoring Period filters (week, month, year) Detailed information on sources (direct, social networks, search engine) Detailed metrics for each content Sources of traffic

@ nicorosstweet 37 Setting of objectives Dashboard for objectives

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@ nicorosstweet 40 How Far in Advance & When to Post

@ nicorosstweet 41 TAKE AWAY strategy IDENTIFY your social Channels, stick to it Plan and allocate Resources Pick one Tool,( ok, maybe 2) focus on automation Registration form ? Capture twitter feed ! Pay attention to the rules! TAKE AWAY ROI Are you resource or expertise driven ? Are you GOAL or DASHBOARD oriented Be CONSISTENT with your Measure Pick SM KPIs that fit with your ultimate Goal No more than 5 Kpi per Channel QUALITY, QUALITY, QUALITY Determine your relevant channels Be social media visible on site

@ nicorosstweet 42 TAKE AWAY INFOGRAPHIC

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@ nicorosstweet 44 Thank you