Is Your Company Losing Money on Twitter? How to Measure Social ROI
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Is Your Company Losing Money on Twitter? How to Measure Social ROI

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Many small businesses are spending a lot of money online to market their products and services, but are they getting a positive return on their investment? Learn how to track ROI--not just ...

Many small businesses are spending a lot of money online to market their products and services, but are they getting a positive return on their investment? Learn how to track ROI--not just traffic--for a variety of online marketing channels, including email marketing, social media marketing, and paid campaigns. You will learn how to implement the analytics needed to measure marketing ROI, helping you optimally allot your marketing time and money to maximize your results.

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Is Your Company Losing Money on Twitter? How to Measure Social ROI Presentation Transcript

  • 1. Is Your Company LosingMoney on Twitter?VGC UnlimitedGangplank Avondale6/7/2013Paul VazquezHow to Calculate ROI Using Online Marketing Analytics
  • 2. Introductions2 #gpSocialROI1. Name2. Who I Help3. What I Help Them With4. What I Hope to Learn Today
  • 3. Introduction3 #gpSocialROI
  • 4. Introduction• Contact:– paul.vazquez@vgcunlimited.com– Twitter: @pvazquez32• Slides available afterward on Slideshare4 #gpSocialROI
  • 5. Agenda• Introduction• Background• The problem• How to calculate marketing ROI– Measuring resource allocation– Segmenting by channel– Measuring conversion value• Going further5 #gpSocialROI
  • 6. 6 #gpSocialROIKey TakeawayMEASURESocialROI
  • 7. Why Is This Important?• In the midst of two revolutions• At their confluence: social analytics7 #gpSocialROISocial Media Data Analytics
  • 8. The Problem8 #gpSocialROIYourWebsite
  • 9. The Problem9 #gpSocialROIYourWebsiteProfit
  • 10. The Problem10 #gpSocialROIYourWebsiteProfit• Ecommerce
  • 11. The Problem11 #gpSocialROIYourWebsiteProfit• Ecommerce• Sign ups
  • 12. The Problem12 #gpSocialROIYourWebsiteProfit• Ecommerce• Sign ups• Lead generation
  • 13. The Problem13 #gpSocialROIYourWebsitePaidAdvertisingProfit
  • 14. The Problem14 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaProfit
  • 15. The Problem15 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketing Profit
  • 16. The Problem16 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…Profit
  • 17. The Problem17 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
  • 18. The Problem• Maximize profit• Deciding how to allocate resources to:– Paid advertising– Social media– Email marketing– SEO– Etc.• Subject to the constraints of finite:– Time– Money18 #gpSocialROI
  • 19. 3 Measurements19 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
  • 20. 3 Measurements20 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
  • 21. 3 Measurements21 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
  • 22. 3 Measurements22 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
  • 23. Resource Allocation23 #gpSocialROI• Track time– Toggl– Other tools
  • 24. Resource Allocation24 #gpSocialROI• Track time– Toggl– Other tools• Convert time to money
  • 25. Resource Allocation25 #gpSocialROI• Track time– Toggl– Other tools• Convert time to money• Track money spent– Cost of materials– Cost of employees or consultants
  • 26. Resource Allocation26 #gpSocialROI• Track time– Toggl– Other tools• Convert time to money• Track money spent– Cost of materials– Cost of employees or consultantsFor each channel!
  • 27. Resource Allocation27 #gpSocialROI• Track time– Toggl– Other tools• Convert time to money• Track money spent– Cost of materials– Cost of employees or consultantsValue of Time + Cost of Marketing = InvestmentFor each channel!
  • 28. 3 Measurements28 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
  • 29. 3 Measurements29 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
  • 30. Analytics Tools30 #gpSocialROI
  • 31. Analytics Tools31 #gpSocialROI
  • 32. Channel Segmentation32 #gpSocialROI• Automatically tags:– Adwords– Search– Referral
  • 33. Channel Segmentation33 #gpSocialROI• Automatically tags:– Adwords– Search– Referral• Difficult to segment:– Social– Email• Solution:– URL Builder
  • 34. URL Builder34 #gpSocialROIhttps://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
  • 35. URL Builder35 #gpSocialROIURL BuilderUniqueURLLandingURLSourceMediumName
  • 36. Campaign Tracking36 #gpSocialROITraffic Sources >> Sources >> Campaigns
  • 37. 3 Measurements37 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
  • 38. 3 Measurements38 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
  • 39. Conversion Tracking39 #gpSocialROI• Two main types of conversion tracking• Goals– Destination– Events– Pages per visit– Visit duration• EcommerceGoals info:https://support.google.com/analytics/answer/1012040?hl=en&ref_topic=1007030Ecommerce info:https://support.google.com/analytics/answer/1037249?hl=en&ref_topic=1037061
  • 40. Conversion Tracking40 #gpSocialROI• View traffic source value:– Traffic Sources >> Overview >> [Traffic Source Option]– Click “Ecommerce” or “Goal Set”
  • 41. 3 Measurements41 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
  • 42. Putting It All Together42 #gpSocialROI• Value from each traffic source = Return• Value of time + cost of marketing = InvestmentROI =InvestmentReturn
  • 43. Now What?43 #gpSocialROI• Allocate resources based on ROI• Reap the rewards!
  • 44. Going Deeper44 #gpSocialROI• Further Segmentation:• Social / Email– Split test campaigns• Paid advertising– Split by keyword, ad copy, ad title, targeting• SEO– Identify the most valuable keywords and invest
  • 45. 45 #gpSocialROIKey TakeawayMEASURESocialROI
  • 46. 46Questions?#gpSocialROI
  • 47. How did I do?47#gpSocialROI#gpSocialROI