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Thinking Outside the Box Professional Development Seminar Social Marketing: Measuring ROI presented by the Florida Public Relations Association, Pensacola Chapter
 

Thinking Outside the Box Professional Development Seminar Social Marketing: Measuring ROI presented by the Florida Public Relations Association, Pensacola Chapter

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    Thinking Outside the Box Professional Development Seminar Social Marketing: Measuring ROI presented by the Florida Public Relations Association, Pensacola Chapter Thinking Outside the Box Professional Development Seminar Social Marketing: Measuring ROI presented by the Florida Public Relations Association, Pensacola Chapter Presentation Transcript

    • Social Networking Measuring ROI Measuring ROI
      • SlideShare.net/ParamoreRedd
    • Hi.
    • Kate Gallagher
    • Paramore|Redd Online Marketing
    • We're a full-service interactive agency in Nashville with happy and successful clients all across America.
      • Online Strategy | Planning
      • Website Design | Development
      • Online Media Planning
      • Email Marketing Design and Development
      • Display (Banner) Advertising Design and Development
      • Search Engine Marketing (SEO & PPC)
      • Application Design and Development
      • Mobile Marketing
      • Social Marketing
      • Online Strategy | Planning
      • Website Design | Development
      • Online Media Planning
      • Email Marketing Design and Development
      • Display (Banner) Advertising Design and Development
      • Search Engine Marketing (SEO & PPC)
      • Application Design and Development
      • Mobile Marketing
      • Social Marketing
    • Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher
    • Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher
    • Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher
    •  
    •  
    • I’m trying to gain credibility through logos.
    • 2002
    •  
    • I’m done with logos.
    • 6.5
    • 2005
    • 2nd
    • 20-ish
    • Simple. Clear. Focused on Results.
    •  
    •  
    •  
    •  
    • Social NetworkingMeasuring ROI SlideShare.net/ParamoreRedd
    • Have a Facebook Fan Page?
    • Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher
    • Familiar with Hootsuite?
    • Have done a search on Google?
    •  
    •  
    •  
    • Approach Social Planning
    • Define Your Goals
    • Define Your Audiences
    • Goals Messages Audiences
    • Goals
    • realistic measurable key performance indicators A Good Goal is...
    • awareness members clients product sales service sales subscriptions new customer leads donations referrals
    • RETENTION AWARENESS ACQUISITION CONVERSION
    •  
    • Heads in beds.
    • December ’08
    •  
    • Facebook Referral Traffic to tnvacation.com Month Visits Pages/Visit Total Pageviews New Visits Vacation Guide Request Electronic Guide Request 12/08 24 3.33 79.92 50% 0 0 12/09 452 2.66 1202.32 67% 0 0 12/10 463 2.4 1111.2 72% 36 7 4/11 979 2.29 2241.91 73% 13 2
    • Is that good?
    • Heads in Beds.
    •  
    •  
    •  
    • = 1 conversion
    • Facebook Referral Traffic to tnvacation.com Month Visits Pages/Visit Total Pageviews New Visits Vacation Guide Request Electronic Guide Request 12/08 24 3.33 79.92 50% 0 0 12/09 452 2.66 1202.32 67% 0 0 12/10 463 2.4 1111.2 72% 36 7 4/11 979 2.29 2241.91 73% 13 2
    • 2010 Facebook Twitter Flickr YouTube MySpace Blog Totals Visits 9258 487 24 17 95 233 10114 % New 72% 58% 79% 76% 87% 63% 72.5% Pageviews 19257 2683 87 49 590 888 23554 Guide Requests 575 13 0 1 6 5 600 Conversion Rate 6.21% 2.7% na 5.9% 6.3% 2.1% 6%
    • 2010 Facebook Twitter Flickr YouTube MySpace Blog Totals Visits 9258 487 24 17 95 233 10114 % New 72% 58% 79% 76% 87% 63% 72.5% Pageviews 19257 2683 87 49 590 888 23554 Guide Requests 575 13 0 1 6 5 600 Conversion Rate 6.21% 2.7% na 5.9% 6.3% 2.1% 6%
    • 2010 Facebook Twitter Flickr YouTube MySpace Blog Totals Visits 9258 487 24 17 95 233 10114 % New 72% 58% 79% 76% 87% 63% 72.5% Pageviews 19257 2683 87 49 590 888 23554 Guide Requests 575 13 0 1 6 5 600 Conversion Rate 6.21% 2.7% na 5.9% 6.3% 2.1% 6%
    • 2010 Facebook Twitter Flickr YouTube MySpace Blog Totals Visits 9258 487 24 17 95 233 10114 % New 72% 58% 79% 76% 87% 63% 72.5% Pageviews 19257 2683 87 49 590 888 23554 Guide Requests 575 13 0 1 6 5 600 Conversion Rate 6.21% 2.7% na 5.9% 6.3% 2.1% 6%
    • 2010 Facebook Twitter Flickr YouTube MySpace Blog Totals Visits 9258 487 24 17 95 233 10114 % New 72% 58% 79% 76% 87% 63% 72.5% Pageviews 19257 2683 87 49 590 888 23554 Guide Requests 575 13 0 1 6 5 600 Conversion Rate 6.21% 2.7% na 5.9% 6.3% 2.1% 6%
    • 2010 Facebook Twitter Flickr YouTube MySpace Blog Totals Visits 9258 487 24 17 95 233 10114 % New 72% 58% 79% 76% 87% 63% 72.5% Pageviews 19257 2683 87 49 590 888 23554 Guide Requests 575 13 0 1 6 5 600 Conversion Rate 6.21% 2.7% na 5.9% 6.3% 2.1% 6%
    • 2010 Facebook Twitter Flickr YouTube MySpace Blog Totals Visits 9258 487 24 17 95 233 10114 % New 72% 58% 79% 76% 87% 63% 72.5% Pageviews 19257 2683 87 49 590 888 23554 Guide Requests 575 13 0 1 6 5 600 Conversion Rate 6.21% 2.7% na 5.9% 6.3% 2.1% 6%
    • $60,000.
    • RETENTION AWARENESS ACQUISITION CONVERSION
    • ACQUISITION AWARENESS RETENTION 2010 Totals $60,000 Values Visits 10,114 $20,000 $1.98 Page Views 23,554 $20,000 $0.85 Guide Requests 600 $20,000 $33.33
    • ACQUISITION AWARENESS RETENTION 2010 Totals $60,000 Values Visits 10,114 $20,000 $1.98 Page Views 23,554 $20,000 $0.85 Guide Requests 600 $20,000 $33.33
    • ACQUISITION AWARENESS RETENTION 2010 Totals $60,000 Values Visits 10,114 $20,000 $1.98 Page Views 23,554 $20,000 $0.85 Guide Requests 600 $20,000 $33.33
    • $60,000?
    • Never Going to Happen.
    •  
    • 100 tickets
    • The Takeaway
    • Define a Goal on Day 1
      • Increased number of brand mentions for a specific product and/or phrase
      • Increased sales and or buzz during off-season time
      • Increased share of voice in the market place
      • Number of Facebook fans
      • Number of Twitter followers
      • Increase in check-ins
      • Influence of followers and fans
      • Number of YouTube video views
      • Comments on posts (blog, Facebook updates)
      • Retweets
      • Change in search engine rankings
      Key Performance Indicators
      • Change in sentiment
      • Time spent with distributed content
      • Increase in website traffic
      • Increase in website referral traffic from social sites to your website
      • Surveys taken, polls taken
      • Contest entries
      • Increase in customer satisfaction
      • Research and development time saved
      • Cost savings from traditional advertising
      • Change in conversion rate
      • Increased attendance
    • Realistic.
    • Just because you build it...
    • X many likes
    • Audiences
    •  
    • More than 500 million active users 50% of our active users log on to Facebook in any given day Average user has 130 friends People spend over 700 billion minutes per month on Facebook
    • Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher
    •  
    •  
    •  
    •  
    •  
    • There are 75 Million Twitters users Worldwide 140 Million Tweets per day 7% of Americans 27 followers more educated & rich
    • Twitter plays an active role in purchasing decisions. 42% of Twitter users rely on this channel to learn about new products/services, and 41% of them share opinions about products/services via Twitter.
    • 67% of Twitter users are more likely to buy brands that they "follow".
    • Companies that use Twitter average 2x more leads per month than those that do not.
    •  
    • Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher
    • Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher
    •  
    • Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher
    • Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher
    • Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher
    • establish yourself as an expert provide a catered message search rankings Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher
    • Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher
    • Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher
    • Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher
    • Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher
    • Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher
    • Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher
    • Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher
    • Messages
    • Content Creation
    • SCARY .
    • Repurposing Content
    • Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher
    •  
    •  
    •  
    •  
    • Brand Loyalty
    • Mutually Beneficial Relationship
    •  
    •  
    • Fresh
    • Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher
    • Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher
    • PageModo.com Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher
    •  
    •  
    • the off season
    •  
    • side note
    •  
    • Consistency
    •  
    • If you do thing. 1
    •  
    •  
      • Twitter Profile Stats
      • Profile Summary
      • Mentions by Influencers
      • Compare Keywords
      • Follower Growth
      • Twitter Sentiment
      Owly Aggregated Click Stats Summary Stats Clicks by Region Top Referrers Most Popular Links Compare Summary Stats Facebook Insights Snapshot Daily Likes Gender and Age Regional Stats Daily Post Feedback Daily Page Activity Compare Daily Likes Google Analytics Twitter to Web Conversion Regional Site Traffic - Map Overlay Traffic Sources Top Content Sparklines
    • Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher
    • If you can handle 5 things... 5
      • Write down your goals.
        • Identify those that are trackable.
        • Identify trackable key performance indicators that the non-trackable goals are being met.
      • Get setup in HootSuite with all of your accounts and spend the time to get a quality report within HootSuite scheduled to be emailed to you weekly.
      • Get setup in Google Analytics and spend the time to get a report that provides you with information on the conversions occurring on your website and the referral traffic eliciting those conversions.
      • Monthly or at least quartlery do a deep dive into what content elicited the most feedback and adjust your content accordingly.
      • Track the time and resources being used to keep your social campaign going. Compare that cost to the cost it would've taken to garner that type of authentic engagement through other types of media.
      2 1 3 4 5
      • Write down your goals.
        • Identify those that are trackable.
        • Identify trackable key performance indicators that the non-trackable goals are being met.
      • Get setup in HootSuite with all of your accounts and spend the time to get a quality report within HootSuite scheduled to be emailed to you weekly.
      • Get setup in Google Analytics and spend the time to get a report that provides you with information on the conversions occurring on your website and the referral traffic eliciting those conversions.
      • Monthly or at least quartlery do a deep dive into what content elicited the most feedback and adjust your content accordingly.
      • Track the time and resources being used to keep your social campaign going. Compare that cost to the cost it would've taken to garner that type of authentic engagement through other types of media.
      2 1 3 4 5
      • Write down your goals.
        • Identify those that are trackable.
        • Identify trackable key performance indicators that the non-trackable goals are being met.
      • Get setup in HootSuite with all of your accounts and spend the time to get a quality report within HootSuite scheduled to be emailed to you weekly.
      • Get setup in Google Analytics and spend the time to get a report that provides you with information on the conversions occurring on your website, and the referral traffic eliciting those conversions.
      • Monthly or at least quartlery do a deep dive into what content elicited the most feedback and adjust your content accordingly.
      • Track the time and resources being used to keep your social campaign going. Compare that cost to the cost it would've taken to garner that type of authentic engagement through other types of media.
      2 1 3 4 5
      • Write down your goals.
        • Identify those that are trackable.
        • Identify trackable key performance indicators that the non-trackable goals are being met.
      • Get setup in HootSuite with all of your accounts and spend the time to get a quality report within HootSuite scheduled to be emailed to you weekly.
      • Get setup in Google Analytics and spend the time to get a report that provides you with information on the conversions occurring on your website and the referral traffic eliciting those conversions.
      • Monthly (or at least quarterly) do a deep dive into what content elicited the most feedback, and adjust your content accordingly.
      • Track the time and resources being used to keep your social campaign going. Compare that cost to the cost it would've taken to garner that type of authentic engagement through other types of media.
      2 1 3 4 5
      • Write down your goals.
        • Identify those that are trackable.
        • Identify trackable key performance indicators that the non-trackable goals are being met.
      • Get setup in HootSuite with all of your accounts and spend the time to get a quality report within HootSuite scheduled to be emailed to you weekly.
      • Get setup in Google Analytics and spend the time to get a report that provides you with information on the conversions occurring on your website and the referral traffic eliciting those conversions.
      • Monthly (or at least quarterly) do a deep dive into what content elicited the most feedback, and adjust your content accordingly.
      • Track the time and resources being used to keep your social campaign going. Compare that cost to the cost it would've taken to garner that type of authentic engagement through other types of media.
      2 1 3 4 5
    • Thank YOU! SlideShare.net/ParamoreRedd Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher