Assigning Value to Social Media

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Loves Data's presentation 'Assigning Value to Social Media' from Australia's first Google Analytics User Conference in Sydney. Using Google Analytics (goals, campaign tag and reports) you can compare marketing channels and understand the true value of your social media initiatives.

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Assigning Value to Social Media

  1. 1. Presented  byLOVES #GAUCSydneyDATA
  2. 2. Assigning  Value  to  Social  Media Benjamin  Mangold,  Loves  DataGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  3. 3. Only  39%  of  marketers  connect   social  media  to  results Forrester  ConsulCng  study  commissioned  by  Facebook  -­‐  December  2011Google  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  4. 4. Offsite Offline Challenges MulCple  Data  Sources hLp://blog.hootsuite.com/social-­‐media-­‐webinar/Google  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  5. 5. ObjecCvesGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  6. 6. Brand Convert EngageGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  7. 7. Content Growth Mentions Brand Convert EngageGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  8. 8. BrandConvert Engage Conversations CTR ChurnGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  9. 9. Brand Goals Convert Engage Value Saving ROIGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  10. 10. The  economic  value   you  get  from  social  will   be  small  compared  to   other  channels -­‐  AvinashGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  11. 11. Google  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  12. 12. Google  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  13. 13. Google  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  14. 14. Content Branding Leads Conversions Support Ecommerce CommunityGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  15. 15. RegistraCon Membership Purchase TransacCon  Value EcommerceGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  16. 16. Value  ÷  Leads $50,000  ÷  100  =  $50 Calculated  Value Symbolic  Value Goals EsCmated  Value RegistraCon  =  $40 Watched  Video  =  $2Google  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  17. 17. Google  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  18. 18. Campaign  TagsGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  19. 19. http://www.lovesdata.com/products facebook.com social Register Now Facebook Adshttp://www.lovesdata.com/products?utm_source=
  20. 20. Campaign  Name Source Medium Content  (op+onal)LinkedIn  PromoCon linkedin.com social Free  Tips Social Media Tips Free tips PDF. Get more out of your social media. Download now. From: Loves Data
  21. 21. Campaign  Name Source Medium Content  (op+onal) LinkedIn  PromoCon linkedin.com social Register  Now Facebook  Ads facebook.com social Learn  More TwiLer  Posts twiLer.com social Special  Offer Data  available  in  sources   and  social  reportsGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  22. 22. ALribuConGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  23. 23. Last  InteracCon  Conversion Twitter Google Assisted  ConversionGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  24. 24. Would  you  miss  social?Google  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  25. 25. Conversions Value Lost  Conversions! Lost  Revenue!Google  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  26. 26. Compare  ChannelsGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  27. 27. Google  AnalyCcs Manual Channel Conversion  Rate Revenue Cost  /  Conversion ROI Social  Networks 1.62% $6,379.80 $12.97 36.03% Paid  Search 5.38% $54,730.60 $14.33 64.38% Organic  Search 3.73% $33,093.05 $5.46 86.38% Display 2.96% $15,890.00 $9.02 25.40% Etc.Google  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  28. 28. AnalysisGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  29. 29. Organic  vs.  PaidGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  30. 30. Leverage  paid  insights to  improve  organic
  31. 31. Computer  vs.  MobileGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  32. 32. How  can  the  mobile  experience  be  improved?
  33. 33. Performance  by  NetworkSocial Network Conversion Rate Revenue Cost / Conversion ROI Computer 3.60% $15,104.00 $21.40 36.00%Facebook Mobile 1.20% $1,543.30 $40.50 15.00% Computer 0% $0.00 – –Twitter Mobile 0% $0.00 – – Computer 1.40% $658.40 $62.38 5.89%LinkedIn Mobile 0% $0.00 – – Computer 4.70% $2,843.20 $4.30 180.00%Google+ Mobile 1.50% $400.30 $1.30 78.00% ComputerEtc. MobileGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  34. 34. Case  StudyGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  35. 35. Google  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  36. 36. Tip:  Don’t  let  social   messages  distract  from   your  conversion  goalsGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  37. 37. Google  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  38. 38. Tip:  Look  at  how  social   media  assists  conversions,   not  just  direct  conversionsGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  39. 39. Google  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  40. 40. Social  is  valuable!Google  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  41. 41. Track  Micro  Conversions Track  Onsite  AcCvity Next  Steps SegmentCompare  Performance Track  Offline  CampaignsGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  42. 42. Connect  with  us! www.lovesdata.com/socialGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney

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