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Is Your Company Losing Money on Twitter? How to Measure Social ROI
- 1. Is Your Company Losing Money on Twitter? VGC Unlimited Gangplank Avondale 6/7/2013 Paul Vazquez How to Calculate ROI Using Online Marketing Analytics
- 2. Introductions 2 #gpSocialROI 1. Name 2. Who I Help 3. What I Help Them With 4. What I Hope to Learn Today
- 4. Introduction • Contact: – paul.vazquez@vgcunlimited.com – Twitter: @pvazquez32 • Slides available afterward on Slideshare 4 #gpSocialROI
- 5. Agenda • Introduction • Background • The problem • How to calculate marketing ROI – Measuring resource allocation – Segmenting by channel – Measuring conversion value • Going further 5 #gpSocialROI
- 7. Why Is This Important? • In the midst of two revolutions • At their confluence: social analytics 7 #gpSocialROI Social Media Data Analytics
- 10. The Problem 10 #gpSocialROI Your Website Profit • Ecommerce
- 11. The Problem 11 #gpSocialROI Your Website Profit • Ecommerce • Sign ups
- 12. The Problem 12 #gpSocialROI Your Website Profit • Ecommerce • Sign ups • Lead generation
- 16. The Problem 16 #gpSocialROI Your Website Paid Advertising Social Media Email Marketing Etc… Profit
- 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 – Money 18 #gpSocialROI
- 23. Resource Allocation 23 #gpSocialROI • Track time – Toggl – Other tools
- 24. Resource Allocation 24 #gpSocialROI • Track time – Toggl – Other tools • Convert time to money
- 25. Resource Allocation 25 #gpSocialROI • Track time – Toggl – Other tools • Convert time to money • Track money spent – Cost of materials – Cost of employees or consultants
- 26. Resource Allocation 26 #gpSocialROI • Track time – Toggl – Other tools • Convert time to money • Track money spent – Cost of materials – Cost of employees or consultants For each channel!
- 27. Resource Allocation 27 #gpSocialROI • Track time – Toggl – Other tools • Convert time to money • Track money spent – Cost of materials – Cost of employees or consultants Value of Time + Cost of Marketing = Investment For each channel!
- 32. Channel Segmentation 32 #gpSocialROI • Automatically tags: – Adwords – Search – Referral
- 33. Channel Segmentation 33 #gpSocialROI • Automatically tags: – Adwords – Search – Referral • Difficult to segment: – Social – Email • Solution: – URL Builder
- 35. URL Builder 35 #gpSocialROI URL Builder Unique URL Landing URL Source Medium Name
- 36. Campaign Tracking 36 #gpSocialROI Traffic Sources >> Sources >> Campaigns
- 39. Conversion Tracking 39 #gpSocialROI • Two main types of conversion tracking • Goals – Destination – Events – Pages per visit – Visit duration • Ecommerce Goals info: https://support.google.com/analytics/ answer/1012040?hl=en&ref_topic=10 07030 Ecommerce info: https://support.google.com/analytics/ answer/1037249?hl=en&ref_topic=10 37061
- 40. Conversion Tracking 40 #gpSocialROI • View traffic source value: – Traffic Sources >> Overview >> [Traffic Source Option] – Click “Ecommerce” or “Goal Set”
- 42. Putting It All Together 42 #gpSocialROI • Value from each traffic source = Return • Value of time + cost of marketing = Investment ROI = Investment Return
- 43. Now What? 43 #gpSocialROI • Allocate resources based on ROI • Reap the rewards!
- 44. Going Deeper 44 #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
- 47. How did I do? 47 #gpSocialROI #gpSocialROI
Editor's Notes
- QR code for Twitter
- QR code for Twitter