Measuring What Matters
ROI. One little acronym that has burdened even the best social media marketers for years. If this hits a nerve then save these dates as we go live on air proving how to prove the value of your social media program and win internal buy-in. After all, the first step to improving your performance is to understand the results of your actions.
- Day 1: Building Foundations for ROI Measurement
- Day 2: Measuring & Reporting in Action
- Day 3: Driving Results & Showing Impact
Day 1August 24th
Day 2August 25th
Day 3August 26th
Welcome, agenda and housekeeping rules.
Join us to kickstart the day.
Uh Oh, I Need to Talk to the Boss About ROI: Part I
We'll feature a discussion covering the POV of the SMM and CMO about social media in a way that you'll likely be able to relate to in Part 1 of our friendly marketer standoff.
You’re connecting with influencers, reach is spiking, the brand is receiving lots of messages. Perfect, right? Actually, no. Social media has become increasingly data-driven which means that Social Media Managers (SMMs) today must prove social ROI to their boss. Businesses use ROI to calculate dollar/cents return on a dollar/cents investment and social media is no different. Let’s add another layer of complexity. Your boss probably isn’t up to date with the latest social media developments, obsessively cares about high costs needed to play the game and you’re likely on the verge of a nervous breakdown if you explain that not everything gets immediate conversion one more time instead of exploring the many new marketing opportunities out there. That's why to kick us off, the SMM and CMO face off in this first session to highlight the challenges of the SMM and why most CMOs are justified in raising the ROI question. You’ll learn:
- The challenges SMMs and CMOs face.
- The three different types of bosses and what each care about.
- How to ensure social media is top of mind
Why Oh Why, Brand ROI? Building Your Social Media Measurement Foundation
What is social media ROI? Why do you need to prove SoMe ROI? How to audit & benchmark. Let's start with the basics so everyone is on the same page.
The very existence of a social media team is predicated on the assumption that a positive ROI is being (or will be) generated. SMMs must adopt a Return-On- Investment mindset. By calculating ROI, you can prove—with clear, numeric data—how social channels are contributing to the business overall. And, in doing so, you’ll gain strategic insights, win executive buy-in, and demonstrate your team’s importance within the organization. But what is social media ROI? Why do you need to prove ROI? What should you be benchmarking? Does it all start with an audit? This session will go back to basics to ensure we’re all on the same page. You’ll learn:
- What is social media ROI
- Why do you need to prove social media ROI
- Auditing and benchmarking
Get the DL on ROI: How To Calculate Social Media ROI for Business
In the same theoretical spirit, this session will focus on the generic formula used to calculate ROI, business goals, sample calculations, and baseline metrics to measure.
Measuring social media ROI is key to building and refining your social marketing strategy. It shows you what’s working and what’s not—allowing you to shift resources and tactics to be more effective. But how do you calculate ROI? There is a straightforward two-part formula that focuses on Return and Investment. This session aims to cover a wide variety of business goals (brand awareness, revenue, customer satisfaction, etc.) to follow and most importantly showcase how to calculate ROI step by step. You’ll learn:
- How-to demystify social media ROI
- Which KPIs support the various business goals you may have
- How to create better content to support different business goals
Hey Big Spender, We're Talking to You: Understand How to Budget for Social Media Marketing Efforts
This session will cover how to use ROI to calculate a social media budget proactively and reactively depending on performance.
What is a good ROI from my Google Spend? How much should I spend on social this year? Should I spend money on Facebook and Instagram ads and how much should I put in? It’s every marketer's favorite time of the year – budgeting 🙄. Setting a marketing budget is tricky enough for some businesses, let alone understanding how much should be spent on digital vs. offline. If you need to establish a marketing budget to hit a particular revenue and profit goal, you can use a budgeting formula based on ROI to work toward measurable results that directly impact the bottom line. This session will give you a better understanding of how much your budget should be and how you can make better sense of where you should be spending proactively and reactively. You’ll learn:
- Principles of ad budgeting
- How to plan a budget-efficient strategy
- Best practice tactics to optimize your social media budget
Growth Without the Guesswork: Measuring ROI Beyond Commercial Sales
How to quantify brand awareness, brand purpose, influencer marketing, content marketing, and...do you even need to?
Some folks may think that an immediate bump in sales revenue is the only way to gauge the ROI of a marketing campaign. Of course, measuring the results of any campaign is more complex than simply tracking conversions. The real key to success lies in making sure to understand the value of less obvious metrics. How does one quantify brand awareness, brand purpose, influencer marketing or content marketing and do you even need to? Unfortunately, unlike other marketing techniques, there's no quick and simple way to gauge the success of such a marketing approach. The metrics involved in this new type of advertising are still mostly a mystery to many businesses. Without proper parameters, there's no way to tell how well a campaign did. This session will focus on the methods you can use to show the ROI of your work when it’s not as apparent to some. You'll learn:
Day 2 preview.
We'll recap the day and provide an overview of what tomorrow will bring.
Welcome (back), let's recap key takeaways from Day 1.
We'll recap the takeaways from Day 1 and kickstart our second summit day.
Paid and Organic Sittin’ in a Tree, K-I-S-S-I-N-G
What is the difference between paid and organic and why do you need both to make a winning social media strategy?
Digital marketing is not one-size-fits-all. Brands often use a variety of tactics to reach and engage their audience, drive traffic to their site, and increase conversions. Weighing the options between organic vs paid social media? We’ll save you some legwork: you’re probably going to want to do a bit of both. Paid and organic social are different beasts best harnessed for different goals. But for a holistic approach that balances awareness with conversion, it pays off to know the pros and cons of each. Which is better, and what are the differences between the two? This session takes a closer look at paid and organic marketing so that you can have a better understanding of how they work together to create a comprehensive and symbiotic marketing strategy. You’ll learn:
- What is meant by organic vs. paid social media strategy
- When to use one or the other and why
- How organic and paid social media can help fulfill business goals
- How to harmonize both to form a winning strategy
Newsflash, Marketers Can Still Achieve Success With Organic: An Overview
There are brands out there winning with organic social tactics. This is a show & tell of features across the big networks and experiments worth trying out for organic.
It’s no secret that social media is becoming increasingly pay-to-play. But while paid social is an effective way to grow your social presence and generate leads, it’s certainly not the only way. When it comes to organic marketing, brands want to know what works and what doesn’t. There are so many different ways to see success on social media. With a plethora of platforms and strategies to test out, pinpointing the best strategy for your business can be a daunting task. However, there are brands out there winning with organic social tactics. This session aims to show & tell features and experiments worth trying across Facebook, Instagram, Twitter, LinkedIn, YouTube and TikTok so that you can ramp up your organic social media strategy. You’ll learn:
- Why you can still win big on organic
- How to run tests on organic like a pro
- Who to surround yourself with for organic success
Organic Masterclass: How to Measure & Report
Following up on the organic overview before, now it's time to put into practice and single out metrics to work with and tools to use on your journey to ROI measurement.
“Sounds good, but what’s the ROI?” We’re so used to this question it could form part of a drinking game in marketing meetings. Since paid digital media is so transparent in the way it reports returns, it’s easy to question the ROI on organic content. Organic content doesn’t always spit out a neat little graph that marries up with how many leads, clicks and sales came from your content. But just because you can’t (always) print a picture-perfect report, doesn’t mean ROI doesn’t exist. Now that the theory got squared away in the previous session, let’s get our hands dirty. In this organic social masterclass let us take you through how you can measure ROI from organic content and the metrics that matter. You'll learn:
- Organic vs. paid: why both formats are essential and how companies can use organic content to build your brand.
- The ROI of organic content: How can you measure success.
- The ROI of organic content: Which tools to use to measure your success.
You're Gonna Need Paid for That: An Overview
On the flip side of the coin, many agree that you need to pay-to-play. This is another show & tell of features across the big networks and experiments worth trying out for paid.
Social media advertising spend is expected to top $47.9 billion in 2021. In a pay-to-play game, social media advertising is a must for brands. Why is it so important? Speed to market, campaign sustainability, and good old fashioned message frequency. Ultimately, paid social media helps with targeting audiences and driving sales just as organic social media does. But, paid social advertising helps your content get views without relying on organic platform algorithms and their ongoing changes. Social is now all about how you target your audience, build customer journeys and get people to your site to make a purchase. Paid social media strategies help with exactly that. But the real challenge is understanding the specifics of social media advertising, how to get started, what to spend and how each network operates. That’s a lot even for experienced marketers to manage and can be a hurdle for those just learning how to best use paid social media. This session aims to show & tell features and experiments worth trying across Facebook, Instagram, Twitter, LinkedIn, Twitter, LinkedIn, Google and TikTok as your one-stop shop to better performing paid ads.
Paid Masterclass: How to Measure & Report
Following up on the paid overview before, now it's time to put into practice and single out metrics to work with and tools to use on your journey to ROI measurement.
It's easy to think ad spend is just for the big brands but making informed purchase decisions benefits every business. The truth is social media channels are making advertising accessible to large and small businesses alike. Once you learn how to plan, create, and position your ads to your target audience, you’ll have a much smoother time proving the ad campaign’s ROI to your stakeholders. Now that the previous session covered the basics, you probably have an idea of where you want to implement your strategy. However, paid social isn’t the same on every network. Running ads on Facebook is different than on Twitter, so your strategy should be unique as well. In this paid social masterclass, we’ll break down how to use paid to the benefit of your brand and the metrics to huddle around. You’ll learn:
- How to structure your audiences for ROI measurement
- To retarget or not: What does your data tell you
- Using data to reach your decision-makers
Day 3 preview.
We'll recap the day and provide an overview of what tomorrow will bring.
Welcome (back), let's recap key takeaways from Day 2.
Recap of previous day and overview of what Day 3 will bring.
Putting ROI to Work: Ford Spotlight (B2C)
In this B2C spotlight, we'll learn about the Ford success story and the brand's take on ROI. Automative vertical yes, universal takeaways also yes.
Consumers expect brands to be present on social media platforms, it is a key marketing avenue for large numbers of potential customers. One of the first things we learn about getting–and keeping–an audience’s attention is that you have to give them something they can’t get anywhere else. And if you’re Ford, well–you’ve got a lot to offer. In this B2C spotlight, we’re diving deep into Ford Motor Company’s approach on social media and how they work across Marketing and PR to unify their social presence. From strategy through execution and results, we’ll examine their success story and leave you with key takeaways to consider for your own brand’s social strategy. You’ll learn:
- Methods on how to converge efforts across Marketing and PR to bring value on social… together
- The importance of unifying how and where you publish Marketing and PR stories
- How to find the intersection of what people want to know and what you want to tell them
Putting ROI to Work: UPS Spotlight (B2B)
In this B2B spotlight, we'll learn about the UPS success story and the brand's take on ROI. Countless best-practice packages are about to be delivered.
Reality check: B2B social media is here to stay. In fact, recent statistics note that social advertising is practiced by a staggering 83% of B2B marketers and is second only to search engines in terms of success. From nurturing customers to flexing your industry influence, the social space has a ton to offer B2B brands. But there’s no denying that B2B social media is tricky. This is especially true if you’re dealing with what may seem like a “boring” or technical product. Listen, B2B brands quite literally can’t afford to shy away from social media anymore. UPS has successfully turned social data into a revenue driver because they understood that audience research would help elevate their strategy, provide data-driven recommendations and make a greater impact on the overall business and revenue. In this B2B spotlight, UPS discusses their social strategy applicable to key business objectives far and wide. You’ll learn:
- How to find your niche in the conversation and use storytelling to resonate with your audience
- How to proactively steer the conversation through curated authentic content
- How organic social is still relevant to overall strategy objectives
Agency (Super)Marketers: Proving the Value of Social
In this agency spotlight, we'll learn about the Switch success story and the dual responsibility of owning their own ROI and that of the clients.
True or False: social media marketing is 5% creativity, 10% strategy and 85% getting approvals. Nobody knows this better than agencies. All digital marketing agencies today need to be able to provide clear metrics and performance for their customers’ social media ROI. But...proving and delivering ROI to clients can be challenging… In this agency spotlight, Switch discusses the different challenges of proving social media ROI across Paid and Organic and will give us some successful case examples from both. On top of that we will hear more on how they have the dual responsibility of owning their own ROI, and why showing ROI is just one of many significant steps in proving your agency’s success. You’ll learn:
- The challenges of proving social media ROI to clients - Paid vs Organic
- Why strong organic social performance forced one of Switch’s clients to stop a campaign? (Case Example)
- How Switch increased Paid Social ROI by 44x in a 6-week period (Case Example)
- How to own and report on your own Social ROI - “making Switch a client of Switch”
Look Who's Talking to the Boss About ROI Now: Part II
We welcome back the POV of the SMM and the CMO in Part 2 of our friendly marketer standoff. Spoiler alert, equipped with 3 days' worth of social media ROI knowledge the tables have turned!
How many customers did we get from social YoY? Can you make this go viral? How much has social contributed to overall website traffic? Social media can be a revenue driver for your business because it offers a wealth of opportunities to create authentic customer relationships to improve customer acquisition, retention, satisfaction, and increase revenue. All these elements are extremely important to your boss which became abundantly clear in the SMM vs. CMO chat from Day 1. Now, they know the basics and you’re better equipped. Effectively communicating how social media can achieve the above business objectives will help you create a compelling argument and ultimately dominate the ROI conversation with your boss. You should walk away from this virtual summit confidently saying “And that ladies and gentlemen is how you convince your boss of the ROI of social media”. You’ll learn:
- Tips for effectively talking, tracking and proving ROI to your boss
- How to get more representation without compromising your marketing and yourself
- Setting realistic goals with the resources and tools you have as an SMM
Don’t Play Marketing Detective: Here's an ROI Toolkit
Your notes may be all over the place across the past three days so we'll provide you with a comprehensive summary of the summit takeaways including a toolkit for ROI calculation.
Measuring social media ROI is more than just understanding where your investment is going. By knowing your ROI you can assess and tweak your social media strategy. Continually tracking and adjusting your content will help you adapt to your audience and successfully leverage your social media presence. With the virtual summit almost over, you have all the necessary pieces to complete your social media ROI puzzle. While tracking ROI isn’t always simple, knowing the impact of your choices will help you better advocate for your social media efforts. To start tracking and reporting your own efforts, we’ll huddle to provide you with the key takeaways gathered across three days of learning and networking with marketers from around the globe. Welcome to a new level of social awareness! You'll get:
- Key takeaways from the 3-day virtual summit summarized
- Goal setting, overarching strategy and metrics
- Networks, audience profiling and content strategy
Day 3 recap and bye bye.
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