The Measurement Maven of the Month: Holly Allison, VP of Marketing, Vico Software

My first question to the panel was, “What are you currently doing to measure your social media efforts?” Her response was (I’ve paraphrased): “Our initial thought was that maybe we could start a community to help do tech support for our product. Then we realized that we could drive traffic to our website. So our most recent KPIs show that 16% of visitors to our web site come from our social media activities. Of those 27% turn into a qualified lead and 15% download something and 8% turn into customers. We calculate ROI by looking at revenue minus my salary times hours spent on social media.“

via kdpaine.blogs.com

Bookmarked this for my own use. Personally, I want to know how they tracked clickthroughs from specific LinkedIn groups. At Spoken, we get a lot of traffic from LinkedIn, but I would drool to track it this effectively!