Measuring the Potential (Non Financial Impacts KPI’s)
This is one of the always thought difficult subject in social media marketing. Here you would find different ways of measuring social media campaign and converting them into ROI. I will cover here on the key KPI’s where we need to do an effective job of measuring the value of their social media campaigns impacts.
Social Metrics are very important and something straight forward that you can get in numbers from the respective Social Media. There are millions of metrics that you can track of, now you need choose few metrics that you most influence to your business means lead the user to land in the website. End of the day, you are not talking to someone for social matter but because you want him to land in the web site and become your customer one day.
Engagement Metrics (Leads to Organic Traffic to your web site)
- No of new followers
- No of interactions
- No of likes in the interactions
- No of retweets
- No of unique users interacted with you online
- No of comments in the blogs
- No of likes and comments in the videos
- No of users opted for the promotional contest
- No of users likes in Facebook fan page
- No of share of video’s and the list goes on
- No of leads to the Website from the particular web site link
- Subscribing to a RSS feed – you can also measure how many of your readers are actually subscribing to your RSS feeds. and the list goes on.
The idea is you need to figure out what is important for me to track that is impacting the customers leads to the web site.
Each social networking site offers some type of vitality metric to see what’s going on in your communities. So you can also use them to track the performance of the campaign..
Paid Search marketing campaign (Leads to Paid Traffic to your website)
If you have a paid search marketing campaign, you will want to monitor the standard search metrics
- No of clicks
- No of impressions,
- Click through rate,
- Conversion Rate
- Cost per Conversion etc….
One thing to note here is that there needs to be a course correction during the Paid Search Campaign depends on what works or not.
- No of Unique visitors
- No of Page views per visitor
- Time spent on site
- Total time spent per user
- Frequency of visits
- Depth of visit
- Conversions rate
- Bounce rate
- Exit Rate and many more…
You can track most of these metrics from web analytics tools like Omniture or even Google Analytic which is a free tool.
The most important part of the campaign, however, is a series of landing pages on your website designed to capture prospects and help convert them into paying customers. The landing pages will be designed specifically around the social media campaign, and they’ll need to have Google Analytics, Eloqua or Adobe Online Marketing Suite installed so that they can track traffic and conversions.
You need measure and improve the non financial metrics constantly to increase the potential visits to your web site.
We need to quantify the financial impacts of the above which is called ROI.
The key point is that all of your social media programs –- Facebook, Twitter, YouTube, etc. –- should drive people to the landing page on your website where you can convert them from tire prospects to paying customers.