Social ROI: Marketing Metrics for the Salesforce Marketing Cloud

One of the burning questions many salesforce marketing users have is: How do I measure the ROI of my social marketing? What marketing metrics should I use? Is there a marketing analytics solution that makes sense?  Can I actually calculate Social ROI? How do I compare the effectiveness of my social media campaigns with other marketing campaigns I’m running?  Can I calculate campaign influence?

As background, many companies treat social media as a branding campaign, a way of expanding the reach of their companies brand and creating general awareness.  And branding campaigns are hard to measure, so the measurements are often complex, costly and infrequent.  Many other companies also combine demand generation campaigns into their social campaigns by adding a link to a post that has gated content (that’s content with a required form).  Howard Sewell recommended this tactic for Website blogging in his recent blog Getting Leads (and More!) From Your Blog, but it also can work effectively with LinkedIn, Facebook, or Twitter posts.

If you add the gated content to very attractive content that also qualifies the level of interest, you can set up Salesforce Web-to-Lead or your favorite marketing automation system landing page (such as Eloqua or Marketo), and have the leads flow into a Salesforce campaign. The leads can be nurtured further or assigned to a sales rep for follow up, just like your other campaigns you are running.

Using Full Circle Insights and Salesforce, you can compare the results of your social campaign vs. your last email campaign, or your best content on your Website.  We include out-of-the-box reports and dashboards, but you can also create your own Salesforce reports and dashboards as all the data is right inside Salesforce. You can even create a campaign influence model to show the revenue impact of your social media campaigns.  Have some fun running some trials. You can see if they work with Full Circle Insights!

Bonnie Crater

About Bonnie Crater

Bonnie is a 5-time VP of Marketing at Genesys, Netscape, Oracle (Network Computer Inc.), Stratify, and VoiceObjects. While valuing the creative side of marketing, Bonnie's real love is marketing operations -- measuring marketing investments and determining investment optimization. Now as CEO of Full Circle Insights, Bonnie is working to help fellow marketers get the data needed to succeed. In 2000, Bonnie was named one of the “Top 20 Female Executives in Silicon Valley” by San Jose Magazine. Bonnie holds a B.A. in biology from Princeton University.