ROI Architect: Measure Social Media Marketing’s Return on Investment

WARNING: DO NOT watch the above video until you have read the following article:

Inner Architect’s focus is Social Direct Marketing based on the integration of social media channels with direct marketing strategies. We focus on producing positive measurable results for our  wine industry clients. Do you know how to hire a consultant?

You are your winery’s GM, COO, Marketing Director, or Direct to Consumer Manager and you are in charge of creating, executing, and maintaining a social media marketing plan with Twitter as your centerpiece. You understand the following challenges in executing this task:

  • Time: you do not have the time to execute and maintain your winery’s social media marketing plan
  • Expertise: you do not have the expertise nor the background to leverage Twitter, Facebook, blogs, Foursquare, etc.
  • Expense: you do not have the budget to hire, train, and pay benefits to a new employee to execute your marketing plan

What Are You Getting From Your Social Media Consultant?

What are you getting when you hire a social media consultant to run your company’s Twitter presence?

  • Goals: have you identified your goals for Twitter? Do you want to drive traffic to the tasting room, sell wine club memberships, network with wine journalists, broadcast events, develop new leads, or create offers?
  • Strategy: do you have a specific strategy that you want the consultant to execute?
  • Plan of Action: did you receive a written plan of action from your consultant on how they will achieve your desired goals?
  • ROI Measurement: Is your consultant explaining how he/she will measure their efforts on Twitter to provide a clear picture of the ROI for your investment in their services?
  • Progress Reports: Has your consultant set up a schedule of regular reports detailing their progress?

Are You Ready to Participate?

Are you ready to provide the critical cooperation and help to your consultant to ensure success? Are you ready to authorize:

  • Tasting Room: allow your consultant to brief tasting room staff on your Twitter action plan
  • Measurement: require your tasting room staff probe visitors to understand which channel provided the motivation for their visit ie. Twitter, Facebook, email, postal literature, telesales, catalog
  • Database Integration: are you ready to bring all your data points POS, eCommerce, telesales, email, Twitter, Facebook all together in order to create life-time value for your consumers in each marketing channel


If you are not receiving the service and planning from your consultant then it’s time to reevaluate your decision. Review and use this article as a check list for what you should expect from your marketing consultant and from your organization. And please watch the video.

Are You Measuring Social Media Lifetime Sales ROI?

This is a guest post courtesy of Inner Architect CEO Susan Hanshaw:

LTV calc

In 1 Simple Ingredient for All Your ROI Needs, I discussed using a key code system to track the performance of individual social media efforts. While this practice is a great step towards tracking the sales performance of the social media channel, it is not enough if you truly want to learn how your social relationships are influencing sales in the long term.

What does it mean to measure impact on long term sales?

Think about it this way. Evaluating long term impact means there is going to be a starting point, a building up of history, and then a point where you measure what has happened since the starting point.

Starting point: Date of first sale

Building of history: Transactions made over a period of time

Measurement point: Recording cumulative sales that have occurred since the date of first sale

How do you apply this analysis to social media?

The goal here is to look at the buying history of the customers you have social relationships with versus those you don’t.  This requires that you:

  1. Identify which customers are Facebook fans and/or Twitter followers.
  2. Append this information to your customer database or marketing database for future reference.
  3. Segment your database into  groups based upon relationship.
  4. Further segment your groups into months or quarters based on first sale date.

In the example above, sales to Twitter followers is 14 points higher than average and 20 points higher than customers where there is no social relationship.  To fully load this analysis to get a total ROI, you would need to load in the costs associated with social media. I’ll save this discussion for a future post. Please leave a comment or email me if you have any questions in the meantime.

Hubspot’s Free Guide to B2B Facebook Pages

Facebook now has over 500 million users and growing. With that level of engagement and traffic, do you understand how to market your business on Facebook? Our friends at Hubspot have a new, free guide to marketing your business to other businesses. Here is what you get:

  • Five B2B Facebook page tips
  • 15 examples of successful B2B Facebook pages
  • Links to more Facebook resources

Visual Guide to B2B Facebook Pages

Social Media Case Studies Super List: Prove Your Point

[picapp align=”right” wrap=”true” link=”term=attorney&iid=257476″ src=”″ width=”234″ height=”166″ /]Robin Broitman has done it again! The researcher and writer has compiled a monster list of social media case studies sure to provide readers with research, proof, ROI examples, methodology, ideas, controversy, and analysis. Robin’s work can be seen monthly at The Social Media Case Studies Super List.

Highlights from Social Media Case Studies Super List

Hanshaw & Guadagni Land Guest Writing Opportunity

Guest writing is one of the fastest ways to meet new contacts, provide exposure and viral possibilities for your content, and learn from a new audience of readers.

We at are proud to announce our acceptance as guest contributors to Canada’s “largest and most trusted Internet marketing company.” Search Engine People services 300 clients worldwide including many of Canada’s top brands. President and CEO Jeff Quipp and blog Editor Ruud Hein are the driving forces behind SearchEnginePeople’s blog.

Inner Architect Features on

Measuring ROI for Wineries: Twitter & Facebook’s Influence on Lifetime Value

[picapp align=”left” wrap=”true” link=”term=money&iid=312203″ src=”″ width=”234″ height=”351″ /]Many wine industry leaders are skeptical of  the idea that social networks, Twitter and Facebook, have morphed into powerful direct sales and marketing channels like the traditional email, telephone, tasting room, eCommerce, or wine clubs. Many continue to deride the usefulness of these networks. And many continue to ask for return on investment white papers or reports without understanding the very basic features, benefits, and strategies of these networks.

Consequently, the key for full scale acceptance of Twitter and Facebook as direct sales and marketing channels for the wine industry is ROI. The first step to understanding your return on investment is measuring social media’s influence on the lifetime value of each wine consumer.

Very Basic Requirements to Measure Social Media ROI

  • Enterprise Buy-In: from the tasting room staff to the CEO, the entire winery must communicate the goals of their social media efforts and the strategies to be implemented.
  • Collect Data: at every level from tasting room to marketing department, customer sales data, contact information for multiple channels, and preferences must be collected. Information must be collected from each channel itself. From a telesales team, tasting staff, social media directors, and any other touch points.
  • Tag Consumer – Trade Lists: create identifying tags, compatible with the winery’s systems, and tag every Facebook fan and Twitter follower.
  • Timeline: identify the date of the first sale for each customer and continue to record all purchases from all the channels they utilize moving forward from that point.
  • Measure: begin to measure the lifetime sales, of exact start dates and like groups ie. club members or non members, of social media customers (Twitter and Facebook) vs. non-social media customers.


This is a very basic thumbnail sketch of the beginning steps to take in order to understand the social media ROI of Twitter and Facebook. The greater the detail in data collection, storing data in one central database, extrapolating the data, and then analyzing it- the greater the return on investment. The effort, time, and expertise it takes to leverage this type of strategy can be extreme but so are the benefits to the bottom line.