The Holy Grail of Social Networking ROI is establishing a direct connection between an individual’s posting / response activity on a social site to specific leads in your contact database.
i.e. Joe Smith and others are identified in a firm’s contact database. He and others in a market segment are targeted with a defined message based on their profile i.e. uses Linkedin Groups interested in CRM issues. A social media message is posted on a LinkedIn CRM Group. Joe responds with specific CRM comments. Those comments are tracked and linked back to Joe Smith in the firm's contact database. Joe becomes an initially qualified lead based on his responses.
This approach is very similar to the Email marketing ROI model which has gained significant industry acceptance. The main difference is that responses to email messages are directly traceable back to an email address and easily linked to a contact record in a database. Current text analytics now allow us to gather very specific social networking posting data which can be pulled into a CRM and linked to contact records.
Other less defined methods of measuring quantitative Social Networking ROI are -
SEO rankings - Enhanced search engine visibility leading to greater site traffic
Tools - Google Analytics,. Feedburner
Traffic site – Increased visitors to your site
Tools - Web Trends, Google Analytics, AidRSS
Co-Registrations - Signups
Tools - Website contact forms / Email newsletter registrations / White Paper download / Demo sign-up
Conversions / Sales – Revenue
Tools - eCommerce
For more information on closing the critical the loop in social networking ROI please contact us or visit www.bb2e.com or info@bb2e.com
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