Spiral16 CEO Tracy Panko recently made a presentation on Social Media ROI to the International Association of Business Communicators.
The Kansas City chapter of IABC asked our CEO to speak about ROI in social media marketing at a special August 19 breakfast meeting. Tracy created an overview and a list of Social Media ROI resources for the attendees of the breakfast and for anyone who wants to know more about ROI.
Resources – Social Media Marketing ROI
Social Media Marketing ROI is a subject without a clear-cut answer. Establishing what you want to measure and determining the objective of each of your social media marketing campaigns before you begin is critical. Defining a clear strategy can help you reach our social media goals, including:
- Sales
- Registrations
- Referrals
- Links (the currency of the social web)
- Votes
- Reduction in costs and processes
- Decrease in customer issues
- Lead generation
- Conversion
- Reduced sale cycles
- Inbound activity
- Opt in subscribers
- Likes on Facebook
- Interactions/engagement/conversation on Facebook, Twitter, LinkedIn,
Not all campaigns are meant to drive conversions, some are to capture subscribers or fans or Webinar participants. These small conversions are small successes that can lead to more social media reach and influence. The higher your reach and influence, the more qualified leads your business can capture through social media.
BOOKS
Inbound Marketing: Get Found Using Google, Social Media and Blogs by Brian Halligan and Dharmesh Shah
Engage! by Brian Solis
The New Rules of Marketing & PR: How to Use Social Media, Blogs, News Releases, Online Video and Viral Marketing to Reach Buyers Directly by David Meerman Scott
Trust Agents by Chris Brogan and Julien Smith
ONLINE RESOURCES
Mashable – The Maturation of ROI
http://mashable.com/2010/01/26/maturation-social-media-roi/
Forrester Research
http://bit.ly/cqLFb7
ClickZ -7 Easy Metrics for Measuring ROI
http://bit.ly/bJU6Vr
B2B Social Media Marketing
30 B2B Social Media Resources
http://bit.ly/94gjZ8
B2B Social Media Case Studies
http://bit.ly/bdTOjw
Below you will find Tracy Panko’s powerpoint presentation on ROI, which is also available on Slideshare.
{ 4 comments… read them below or add one }
Great presentation, timely topic, sellout crowd! Tracy brought the ROI hype down to a real, measurable level. Thanks.
Hey there.
I think I followed a link from Shelly Kramer to get here. Anyway, I don’t think any list of resources on the subject of ROI from Social Media is complete without mention of Olivier “The Brand Builder” Blanchard. Do a little digging on his site, and I’m sure you will agree: https://thebrandbuilder.wordpress.com
Agreed, Jon, Olivier’s stuff is great. The Basics of Social Media R.O.I. presentation he did last year is a perfect example. He reposted it last month because its still very relevant.
Good call Jon, I think The Basics of Social Media R.O.I. is amazing.