As digital leaders continue to evolve the way we measure impact, how do we attribute our day-to-day actions into meaningful ROI for the business? This session will explore methods for providing and measuring value that goes deeper than traditional vanity metrics. We will discuss not only why but how data can unlock insight, drive deeper relationships with customers and effect your bottom line.

1. The Digital Champion:
How to Prove Social ROI
Brandwatch NYK - May 8, 2017
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2. @hootsuite
Don Halliwell
SME,
Enterprise Client Strategy
@DonnyHalliwell
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3. Story time!

4. Anybody
know what
this is?

5. $5M+
Going up
in flames.

6. BAE:Before Anything Else
Understand what you’re trying
to achieve and align efforts.
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7. Social ROI =
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8. • Random
• Rapid
• Rogue
1st Wave of Social

9. 2nd Wave of Social
• Coordinated
• Community
• Content

10. • Meaningful
• Outcome vs
Output
• Deliberate
3rd Wave of Social

11. The reality is that in most
companies, employees
struggle to articulate the
wider organizational
goals.
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12. This immediately causes a
struggle to align social
media activities to achieve
organizational targets.
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13. Social ROI: Why Measure?
You either help...
Make
Money
Save
Money
Mitigate
Risk
and/
or
and/
or
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14. 3 Key Steps to Measure
Your Social ROI
1. Set the right goals
2. Validate and calculate
3. Check in and adjust on
the go

15. 1. Set the right goals
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16. “Our goal is to make
our social media
accounts feel more
global.”

17. “We want to create
memorable
moments that
attract, engage and
retain a community
of brand loyalists.”

18. “Our overall goal is
to increase
revenue, which
includes
monetizing our
social media
channels.”

19. “We have no
formal goals for
social media
support.”

20. What goals matter, and to who?
Manager: Consolidated reporting and tracking, secure pre-approved content workflow
Dir. Marketing: Increase traffic by 70% and improve social sentiment by 5% and drive
20% more leads, brand consistency and protection
VP, Marketing: Increase web/social reach by 50% to increase leads
by 20% to impact pipeline by 10%
CMO: Build & protect brand, drive total leads
to support revenue goal
CEO: 20% revenue growth
Practitioner: Reporting and insights tools, campaign management tool, workflow + permissions ability for content
creation and distribution
Tactical
Strategic

21. It all starts with goals.
What are yours?

22. 2. Validate and calculate
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23. Validate & Calculate your ROI
✓ Identify & implement the right tools to help
you measure and demonstrate your social ROI
✓ Check your social metrics regularly—often
daily—to stay on top of your data and report
on the impact of your campaigns

24. Join the conversation using #hootNYK
Retail customer example
ROI Baseline =
3x return on paid social

25. 3. Adjust on the go
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26. Check in, adjust as needed
Social media lifecycles are short—identify & adjust
underperforming campaigns quickly & efficiently
Proving social ROI is not a one-time event—it is ever-
changing and evolving
Go back to the drawing board if necessary—these cycles will
help inform the success of future campaigns
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27. What it might
look like IRL...
In Real Life

28. Simplify the problem
$$ = Conversion Rate X Traffic
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29. Create focused projects
Increase
Conversion
A
B
C
Increase
Traffic
X
Y
Z
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30. Create focused projects
Increase
Conversion
A
B
C
Increase
Traffic
X
Y
Z
✓ Better CTAs in content
✓ Simpler web experience
✓ Leverage assets and messaging that convert
✓ Increase frequency of posts
✓ Improve engagement practices
✓ Design a community campaign
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31. Your Social ROI
Mission
✓ Set the right goals
✓ Validate and calculate
✓ Check in and adjust on the go

32. Thank You!
SME, Enterprise Client Strategy
@DonnyHalliwell
Don Halliwell
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