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The Pope, the Dalai Lama, and Lady Gaga

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  • The Pope and KFCA Marketing Consultant employed by KFC gained an audience with the Pope, and offered him a million dollars if he would change 'The Lord's Prayer' from "give us this day our daily bread" to "give us this day our daily chicken." The Pope refused the offer.Two weeks later, the consultant offered the Pope 10 million dollars to change it from "give us this day our daily bread" to "give us this day our daily chicken" and again the Pope refused the generous offer.Another week later, the consultant offered the Pope 20 million dollars, and finally the Pope accepted.The following day, the Pope briefed his staff. "I have some good news and some bad news. The good news is, that we have just received a check for 20 million dollars. The bad news is, we lost the Wonder Bread account!''
  • Image from http://www.abmuku.com/2011/05/24/news/the-pope-talks-about-peace-by-science-with-the-international-space-station/
  • Image from http://cdn2.wn.com/ph/img/50/1e/6d1365d1f3698254ab4d18b21b5f-large.jpg
  • Image from http://www.sodahead.com/entertainment/lady-gaga-is-upset-about-planned-biopic-are-you/question-2506623/?page=3&link=ibaf&q=&imgurl=http://images.sodahead.com/profiles/0/0/2/0/0/5/2/7/9/lady-gaga-71277464851.jpeg
  • Image from http://www.cmbinfo.com/social-media-strategies/
  • Image from http://blogs.laweekly.com/squidink/2012/02/social_media_explained_with_do.php
  • http://www.google.com/insights/search/#q=facebook%2Ctwitter%2Cyoutube%2Cgoogle%20plus%2Cmyspace&geo=US&cmpt=q
  • Images from http://www.cartoonstock.com/directory/d/demographic.asp
  • Image from http://smallbiztrends.com/2011/01/social-media-analytics-6-steps-measuring.html
  • Image by Joost J. Bakker Ijmuiden (http://www.flickr.com/photos/joost-ijmuiden/5619821352/sizes/o/in/photostream/)
  • http://tweetstats.com/graphs/ladygaga
  • http://tweetstats.com/graphs/ladygaga
  • http://tweetstats.com/graphs/ladygaga
  • http://twittersentiment.appspot.com/search?query=ladygaga
  • Transcript

    • 1. The Pope, the DalaiLama, and Lady Gaga Converge Consulting
    • 2. Agenda• Why?• The State of Social Media• Demographic Breakdown• A Goal-based Approach• Questions
    • 3. ROI: Return on Investment
    • 4. What do they have in common?
    • 5. 6 Tweets & 49,371 Followers
    • 6. 724 Tweets & 3,822,791 Followers
    • 7. 1,307 Tweets & 20,914,312 Followers
    • 8. LET’S WATCH THIS YOUTUBEVIDEO TO LEARN A BIT MORE
    • 9. How do we make sense ofsocial media?
    • 10. Interest: Google Insights for Search
    • 11. Demographic Breakdown
    • 12. •• 845 Million Active Users Gender Facebook – Male 43% – Female 57%• Age – 0-24 years 14% – 25-34 years 18% Male, 43% – 35-44 22% Female, 57% – 45+ 46%• Education – Less than HS Diploma 9% – High School 10% – Some College 57% – Bachelor’s or Graduate Degree 24%• Income – $0-$24,999 Income 9% – $25,000- $49,999 33% – $50,000-$99,999 47% – $100,000+ 11%
    • 13. •• 845 Million Active Users Gender Facebook – Male 43% – Female 57% 45+• Age – 0-24 years 14% 35-44 – 25-34 years 18% – 35-44 22% 25-34 – 45+ 46%• Education 0-24 – Less than HS Diploma 9% 0% 10% 20% 30% 40% 50% – High School 10% – Some College 57% – Bachelor’s or Graduate Degree 24%• Income – $0-$24,999 Income 9% – $25,000- $49,999 33% – $50,000-$99,999 47% – $100,000+ 11%
    • 14. •• 845 Million Active Users Gender Facebook – Male 43% – Female 57% Bachelors of Graduate Degree• Age – 0-24 years 14% Some College – 25-34 years 18% – 35-44 22% High School – 45+ 46%• Education Less than HS Diploma – Less than HS Diploma 9% 0% 10% 20% 30% 40% 50% 60% – High School 10% – Some College 57% – Bachelor’s or Graduate Degree 24%• Income – $0-$24,999 Income 9% – $25,000- $49,999 33% – $50,000-$99,999 47% – $100,000+ 11%
    • 15. •• 845 Million Active Users Gender Facebook – Male 43% – Female 57%• Age $100,000+ 11% – 0-24 years 14% $50,000-$99,999 47% – 25-34 years 18% – 35-44 22% $25,000-$49,000 33% – 45+ 46%• Education $0-$24,999 9% – Less than HS Diploma 9% – High School 10% 0% 10% 20% 30% 40% 50% – Some College 57% – Bachelor’s or Graduate Degree 24%• Income – $0-$24,999 Income 9% – $25,000- $49,999 33% – $50,000-$99,999 47% – $100,000+ 11%
    • 16. • 127 Million Active Users• Gender – Male 41% Twitter – Female 59%• Age – 0-24 years 19% – 25-34 years 23% – 35-44 25% Male, 41% – 45+ 33% Female, 59%• Education – Less than HS Diploma 9% – High School 8% – Some College 59% – Bachelor’s or Graduate Degree 24%• Income – $0-$24,999 Income 15% – $25,000- $49,999 38% – $50,000-$99,999 37% – $100,000+ 10%
    • 17. • 127 Million Active Users• Gender – Male 41% Twitter – Female 59%• Age 45+ – 0-24 years 19% – 25-34 years 23% 35-44 – 35-44 25% – 45+ 33% 25-34• Education – Less than HS Diploma 9% 0-24 – High School 8% 0% 5% 10% 15% 20% 25% 30% 35% – Some College 59% – Bachelor’s or Graduate Degree 24%• Income – $0-$24,999 Income 15% – $25,000- $49,999 38% – $50,000-$99,999 37% – $100,000+ 10%
    • 18. • 127 Million Active Users• Gender – Male 41% Twitter – Female 59%• Age Bachelors of Graduate Degree – 0-24 years 19% – 25-34 years 23% Some College – 35-44 25% – 45+ 33% High School• Education – Less than HS Diploma 9% Less than HS Diploma – High School 8% 0% 10% 20% 30% 40% 50% 60% 70% – Some College 59% – Bachelor’s or Graduate Degree 24%• Income – $0-$24,999 Income 15% – $25,000- $49,999 38% – $50,000-$99,999 37% – $100,000+ 10%
    • 19. • 127 Million Active Users• Gender – Male 41% Twitter – Female 59%• Age $100,000+ – 0-24 years 19% – 25-34 years 23% $50,000-$99,999 – 35-44 25% – 45+ 33% $25,000-$49,000• Education – Less than HS Diploma 9% $0-$24,999 – High School 8% 0% 5% 10% 15% 20% 25% 30% 35% 40% – Some College 59% – Bachelor’s or Graduate Degree 24%• Income – $0-$24,999 Income 15% – $25,000- $49,999 38% – $50,000-$99,999 37% – $100,000+ 10%
    • 20. Google+• 90 Million Unique Visitors• Gender – Male 71% Female, 29% – Female 29%• Age Male, 71% – 0-24 years 50% – 25-34 years 28% – 35-44 11% – 45+ 11%
    • 21. Google+• 90 Million Unique Visitors• Gender 45+ – Male 71% 35-44 – Female 29% 25-34• Age 0-24 – 0-24 years 50% 0% 10% 20% 30% 40% 50% 60% – 25-34 years 28% – 35-44 11% – 45+ 11%
    • 22. • 21 Million Unique Visitors Pinterest• Gender – Male 18% – Female 82%• Age Male, 18% – 0-24 years 10% – 25-34 years 26% – 35-44 29% – 45+ 35%• Education Female, 82% – Less than HS Diploma 5% – High School 9% – Some College 61% – Bachelor’s or Graduate Degree 25%• Income – $0-$24,999 Income 7% – $25,000- $49,999 37% – $50,000-$99,999 46% – $100,000+ 10%
    • 23. • 21 Million Unique Visitors Pinterest• Gender – Male 18% – Female 82% 45+• Age – 0-24 years 10% 35-44 – 25-34 years 26% – 35-44 29% 25-34 – 45+ 35%• Education 0-24 – Less than HS Diploma 5% – High School 9% 0% 5% 10% 15% 20% 25% 30% 35% 40% – Some College 61% – Bachelor’s or Graduate Degree 25%• Income – $0-$24,999 Income 7% – $25,000- $49,999 37% – $50,000-$99,999 46% – $100,000+ 10%
    • 24. • 21 Million Unique Visitors Pinterest• Gender – Male 18% – Female 82% Bachelors of Graduate Degree• Age – 0-24 years 10% Some College – 25-34 years 26% – 35-44 29% High School – 45+ 35%• Education Less than HS Diploma – Less than HS Diploma 5% – High School 9% 0% 10% 20% 30% 40% 50% 60% 70% – Some College 61% – Bachelor’s or Graduate Degree 25%• Income – $0-$24,999 Income 7% – $25,000- $49,999 37% – $50,000-$99,999 46% – $100,000+ 10%
    • 25. • 21 Million Unique Visitors Pinterest• Gender – Male 18% – Female 82% $100,000+• Age – 0-24 years 10% $50,000-$99,999 – 25-34 years 26% – 35-44 29% $25,000-$49,000 – 45+ 35%• Education $0-$24,999 – Less than HS Diploma 5% – High School 9% 0% 10% 20% 30% 40% 50% – Some College 61% – Bachelor’s or Graduate Degree 25%• Income – $0-$24,999 Income 7% – $25,000- $49,999 37% – $50,000-$99,999 46% – $100,000+ 10%
    • 26. •• 150 Million Registered Users Gender LinkedIn – Male 50% – Female 50%• Age – 0-24 years 4% – 25-34 years 15% Female, 50% Male, 50% – 35-44 32% – 45+ 49%• Education – Less than HS Diploma 3% – High School 10% – Some College 37% – Bachelor’s or Graduate Degree 50%• Income – $0-$24,999 Income 7% – $25,000- $49,999 22% – $50,000-$99,999 50% – $100,000+ 21%
    • 27. •• 150 Million Registered Users Gender LinkedIn – Male 50% – Female 50% 45+• Age – 0-24 years 4% 35-44 – 25-34 years 15% – 35-44 32% 25-34 – 45+ 49%• Education 0-24 – Less than HS Diploma 3% 0% 10% 20% 30% 40% 50% 60% – High School 10% – Some College 37% – Bachelor’s or Graduate Degree 50%• Income – $0-$24,999 Income 7% – $25,000- $49,999 22% – $50,000-$99,999 50% – $100,000+ 21%
    • 28. •• 150 Million Registered Users Gender LinkedIn – Male 50% – Female 50% Bachelors of Graduate Degree• Age – 0-24 years 4% Some College – 25-34 years 15% – 35-44 32% High School – 45+ 49%• Education Less than HS Diploma – Less than HS Diploma 3% 0% 10% 20% 30% 40% 50% 60% – High School 10% – Some College 37% – Bachelor’s or Graduate Degree 50%• Income – $0-$24,999 Income 7% – $25,000- $49,999 22% – $50,000-$99,999 50% – $100,000+ 21%
    • 29. •• 150 Million Registered Users Gender LinkedIn – Male 50% – Female 50% $100,000+• Age – 0-24 years 4% $50,000-$99,999 – 25-34 years 15% – 35-44 32% $25,000-$49,000 – 45+ 49%• Education $0-$24,999 – Less than HS Diploma 3% 0% 10% 20% 30% 40% 50% 60% – High School 10% – Some College 37% – Bachelor’s or Graduate Degree 50%• Income – $0-$24,999 Income 7% – $25,000- $49,999 22% – $50,000-$99,999 50% – $100,000+ 21%
    • 30. •• 5.5 Million Unique Visitors Gender Reddit – Male 66% – Female 34%• Age – 0-24 years 25% – 25-34 years 23% Female, 34% – 35-44 28% – 45+ 24% Male, 66%• Education – Less than HS Diploma 10% – High School 6% – Some College 48% – Bachelor’s or Graduate Degree 36%• Income – $0-$24,999 Income 31% – $25,000- $49,999 28% – $50,000-$99,999 32% – $100,000+ 9%
    • 31. •• 5.5 Million Unique Visitors Gender Reddit – Male 66% – Female 34%• Age 45+ – 0-24 years 25% – 25-34 years 23% 35-44 – 35-44 28% 25-34 – 45+ 24%• Education 0-24 – Less than HS Diploma 10% – High School 6% 0% 5% 10% 15% 20% 25% 30% – Some College 48% – Bachelor’s or Graduate Degree 36%• Income – $0-$24,999 Income 31% – $25,000- $49,999 28% – $50,000-$99,999 32% – $100,000+ 9%
    • 32. •• 5.5 Million Unique Visitors Gender Reddit – Male 66% – Female 34%• Age Bachelors of Graduate Degree – 0-24 years 25% – 25-34 years 23% Some College – 35-44 28% – 45+ 24% High School• Education Less than HS Diploma – Less than HS Diploma 10% – High School 6% 0% 10% 20% 30% 40% 50% 60% – Some College 48% – Bachelor’s or Graduate Degree 36%• Income – $0-$24,999 Income 31% – $25,000- $49,999 28% – $50,000-$99,999 32% – $100,000+ 9%
    • 33. •• 5.5 Million Unique Visitors Gender Reddit – Male 66% – Female 34%• Age $100,000+ – 0-24 years 25% $50,000-$99,999 – 25-34 years 23% – 35-44 28% $25,000-$49,000 – 45+ 24%• Education $0-$24,999 – Less than HS Diploma 10% – High School 6% 0% 5% 10% 15% 20% 25% 30% 35% – Some College 48% – Bachelor’s or Graduate Degree 36%• Income – $0-$24,999 Income 31% – $25,000- $49,999 28% – $50,000-$99,999 32% – $100,000+ 9%
    • 34. •• 4.6 Million Unique Visitors Gender Digg – Male 55% – Female 45%• Age – 0-24 years 14% – 25-34 years 21% – 35-44 31% Female, 45% – 45+ 34% Male, 55%• Education – Less than HS Diploma 6% – High School 7% – Some College 59% – Bachelor’s or Graduate Degree 28%• Income – $0-$24,999 Income 10% – $25,000- $49,999 37% – $50,000-$99,999 37% – $100,000+ 16%
    • 35. •• 4.6 Million Unique Visitors Gender Digg – Male 55% – Female 45%• Age 45+ – 0-24 years 14% – 25-34 years 21% 35-44 – 35-44 31% 25-34 – 45+ 34%• Education 0-24 – Less than HS Diploma 6% – High School 7% 0% 5% 10% 15% 20% 25% 30% 35% 40% – Some College 59% – Bachelor’s or Graduate Degree 28%• Income – $0-$24,999 Income 10% – $25,000- $49,999 37% – $50,000-$99,999 37% – $100,000+ 16%
    • 36. •• 4.6 Million Unique Visitors Gender Digg – Male 55% – Female 45%• Age Bachelors of Graduate Degree – 0-24 years 14% – 25-34 years 21% Some College – 35-44 31% – 45+ 34% High School• Education Less than HS Diploma – Less than HS Diploma 6% – High School 7% 0% 10% 20% 30% 40% 50% 60% 70% – Some College 59% – Bachelor’s or Graduate Degree 28%• Income – $0-$24,999 Income 10% – $25,000- $49,999 37% – $50,000-$99,999 37% – $100,000+ 16%
    • 37. •• 4.6 Million Unique Visitors Gender Digg – Male 55% – Female 45%• Age $100,000+ – 0-24 years 14% – 25-34 years 21% $50,000-$99,999 – 35-44 31% Series1 – 45+ 34% $25,000-$49,000• Education $0-$24,999 – Less than HS Diploma 6% – High School 7% 0% 10% 20% 30% 40% – Some College 59% – Bachelor’s or Graduate Degree 28%• Income – $0-$24,999 Income 10% – $25,000- $49,999 37% – $50,000-$99,999 37% – $100,000+ 16%
    • 38. Myspace• Gender • Age – Male 36% – 0-18 12% – Female 64% – 18-24 18%• Income – 25-34 26% – $0-25k 12% – 35-44 20% – $25-50k 51% – 45-54 18% – $50-75k 22% – 55-64 5% – $75-100k 9% – 65+ 1% – $100-150k 4% • Education – $150k+ 2% – No HS Diploma 14% – High School 8% – Some College 63% – Bachelor’s Degree 12% – Graduate Degree 4%
    • 39. StumbleUpon• Education – No HS Diploma 7% – High School 6% – Some College 55% – Bachelor’s Degree 26% – Graduate Degree 7%
    • 40. YouTube• Education – No HS Diploma 13% – High School 10% – Some College 51% – Bachelor’s Degree 18% – Graduate Degree 8%
    • 41. Age
    • 42. Education
    • 43. Gender
    • 44. Has Children
    • 45. Browsing Location
    • 46. Income
    • 47. Ethnicity
    • 48. Myspace has the largest division of lowerincome users with 63% earning 50k or lessTwitter has the largest division of wealthyusers with 27% earning 75k or more
    • 49. A Goal-based Approach
    • 50. Email Postcard Facebook Website Magazine Ad LinkedIn TwitterYour Marketing Hub
    • 51. Determine• Landing page• Desired action• How success will be measured – Confirmation page – Form submission – Download PDF
    • 52. Engaged with the Site Went to a landing page Received an email
    • 53. Set Up Google Analytics Goals
    • 54. Campaign Tracking Set up links with tracking variableshttp://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
    • 55. Campaign Tracking Set up links with tracking variableshttp://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund What is the source in which this link appears?
    • 56. Campaign Tracking Set up links with tracking variableshttp://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund What is the medium/channel in which this link appears?
    • 57. Campaign Tracking Set up links with tracking variableshttp://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund What is the name of the campaign?
    • 58. Send people to landing page.• Bit.ly/Goo.gl• QR Code• Redirect goo.gl/K7Z3j www.convergeconsulting.org/contact-us/request-analytics- consultation/?utm_source=powerpoint&utm_medium=qr%2Bcode&utm_campaign=maximum%2Bimpact%2Bpresentation
    • 59. Analyze results in Google Analytics
    • 60. Compare/Analyze• Campaigns• Sources• Mediums
    • 61. Compare Campaigns
    • 62. Campaigns
    • 63. Compare Mediums
    • 64. Mediums
    • 65. Compare Sources
    • 66. Sources
    • 67. Make changesReallocate funds to what is workingEliminate what is not
    • 68. Lady Gaga
    • 69. Lady Gaga
    • 70. Lady Gaga
    • 71. Recap• Understand your target audience• Reach them where they are• Web as a hub strategy• Track• Set up Goals• Use Campaign Tracking• Analyze• Make Changes
    • 72. Questions?Go to http://goo.gl/GSOxc to signup for a free, 20-minute analyticsconsultation.