Trending this week: group messaging

Facebook acquires Beluga

GroupMe gets location (plus Foursquare)

and photo-sharing capabilities

Posterous brings group feature to mobile devices

Return on Investment
According to a 2009 study performed by Mzinga
and Babson Executive Education, 84% of
professionals in a variety of industries reported
that they do not measure ROI.
CPI= Cost Per Impressions

CPA= Cost Per Action

Conversion rate
 Because... social media requires
people, technology, and time- which
all cost money.
So, what do you want to
accomplish?
One time traffic into loyal traffic? (uniques and page views)

More submissions and/or shares?

More comments?

Higher search ranking?

Branding and organic presence?

More sales/registrations/subscribers?

Decrease in customer issues or support costs?

More donations?

More time spent on website?

 Return on Engagement: The duration of time spent either in conversation or
interacting with social objects, and in turn, what transpired that’s worthy of
measurement.

Return on Participation: The metric tied to measuring and valuing the time spent participating in
social media through conversations or the creation of social objects.

Return on Trust: A variant on measuring customer loyalty and the likelihood for referrals, a trust
barometer establishes the state of trust earned in social media engagement and the prospect of
generating advocacy and how it impacts future business.
 Less Tangible Social Media ROI
• Instant feedback.
• Instant PR (crisis control).
• More engaged/happier employees.
• You’re touching multiple different audiences who use
different platforms (twitter vs. facebook vs. tumblr
vs. justin.tv)
• The sharing possibilities.
 Keeping track...
• Use coupon codes that people have to enter (that you
can track).
• Set up a referral program.
• Use links you can track (bit.ly+)
• Use a website to accept donations generated by social
media.
• Create a spread sheet or use metrics software to track
your goals.
• Use “campaigns” to track important events.
 Keeping track...
• Salesforce.com — designed to integrate Twitter and Facebook results and pages
directly into a company’s CRM.
• Vitrue SRM — Vitrue does analytics for links posted on Twitter or Facebook and can
also plug into third-party services like Omniture and Google Analytics.
• Userscripts.org- google analytics plug-in that measures social media metrics.
• Custora.com- customer retention
• Trackur
• Google Analytics
• Omniture
• Kissmetrics & KissInsights
 User-testing and A/B testing

• clickdensity
• Usertesting.com
• crazyegg.com
• Google A/B testing

• Unbounce
Is a mobile app worth the cost?

http://t.co/YQh9J9U
Questions?

@tristamyers