Measure What Matters:
A Better Approach to Social Attribution
Jessica Gilmartin
Adam Singer
What is the ROI of

social?
What is performance?
What is performance?
How do we measure

it?
FPO.. If like get higher res image
Social attribution series

Webinar 1 – July 16 @ 10 am PT
Webinar 2 – August 6 @ 10 am PT
Hangout on Air – August 21 @ 10 ...
Today’s speakers

Jessica Gilmartin

Adam Singer

Adam Kuznia

Wildfire by Google

Google Analytics

Maryland Live! Casino
Today’s agenda

The problem
The solution

Maryland Live! Casino’s story
Join the conversation

+Wildfire

@wildfireapp

#MeasureSocial
1 in 4 search results
for the World’s Top 20
largest brands are links
to user-generated content

CHECK BLOGS

SEARCH

STIM...
Consumers seek recommendations from social
connections at all stages of the purchase funnel
Awareness
0.58

Read posts abo...
Social media is valued but not well measured;
rarely seen as a performance channel
Social marketing is unlikely to
produce...
Challenges to social measurement
1. Media landscape is fragmented
2. Social data isn’t tied to outcomes
3. Referrer data i...
Media landscape is fragmented
20
Bringing digital and social together

digital

social
The solution
Google Analytics
Develop a comprehensive measurement plan
1. Determine business objectives
Develop a comprehensive measurement plan
1. Determine business objectives
2. Define your strategy & tactics
Develop a comprehensive measurement plan
1. Determine business objectives
2. Define your strategy & tactics
3. Identify ke...
Develop a comprehensive measurement plan
1. Determine business objectives
2. Define your strategy & tactics
3. Identify ke...
Develop a comprehensive measurement plan
1. Determine business objectives
2. Define your strategy & tactics
3. Identify ke...
Social Reports in Google Analytics
Tie real dollar amounts to your social marketing
$113,037.50
20,358 Conversions

$48,76...
Six reports provide a comprehensive view of value

Overview

Plugins

Immediately identify the impact
of social on your bu...
Conversion Report
Link social impact to metrics you care about

See conversion rate by social
network and the monetary
val...
Social Sources
Expansive view with 400+ social sources

View engagement and
conversion metrics for each
social network
Vie...
Social Plugins
Identify the content good enough to share

Find the most engaging content and which social
buttons - for ex...
Wildfire – Google Analytics integration

Custom link
tracking to
understand which
social pages and
posts drive
website con...
[Demo]
Maryland Live! Casino
Maryland Live! Casino
Maryland Live! Casino
Maryland Live! Casino
Tips from Maryland Live! Casino

• Always get an email
address
• Experiment with content
• Have a plan for your data
Key Takeaways

• Develop a
measurement plan
• Use the right
measurement tools
• Make the most of
your data
Join us August 6
Register at www.wildfireapp.com
Social Data Intelligence:
Aligning Social & Enterprise Data
for Strategic...
Thank you
Follow Wildfire and Google Analytics for the latest:

Wildfire:
www.wildfireapp.com
+ Wildfire

Google Analytics...
Q& A
Roi socialmedia
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Roi socialmedia

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How to calculate the ROI in Social Media.

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Roi socialmedia

  1. 1. Measure What Matters: A Better Approach to Social Attribution Jessica Gilmartin Adam Singer
  2. 2. What is the ROI of social?
  3. 3. What is performance?
  4. 4. What is performance? How do we measure it?
  5. 5. FPO.. If like get higher res image
  6. 6. Social attribution series Webinar 1 – July 16 @ 10 am PT Webinar 2 – August 6 @ 10 am PT Hangout on Air – August 21 @ 10 am PT
  7. 7. Today’s speakers Jessica Gilmartin Adam Singer Adam Kuznia Wildfire by Google Google Analytics Maryland Live! Casino
  8. 8. Today’s agenda The problem The solution Maryland Live! Casino’s story
  9. 9. Join the conversation +Wildfire @wildfireapp #MeasureSocial
  10. 10. 1 in 4 search results for the World’s Top 20 largest brands are links to user-generated content CHECK BLOGS SEARCH STIMULUS PURCHASE 81% of people report that READ REVIEWS NETWORK 57% of people posts by peers influence their purchase decisions SHARE VIDEOS talk more online than they do in “real life”
  11. 11. Consumers seek recommendations from social connections at all stages of the purchase funnel Awareness 0.58 Read posts about brands, products or services Visit the official page on a social media site 0.51 Research / Consideration 0.48 Search after reading about it on social media Pay attention to recommendations from my connections 0.47 Read user/buyer reviews on store websites or review sites Advocacy Rate brands, on store websites or on other sites Recommend after searching on a search engine Post comments on social media after purchase Base: All U.S. social media users, n =1,632. Q32:How often do you interact in each of the following ways with brands, products or services through social media? 0.59
  12. 12. Social media is valued but not well measured; rarely seen as a performance channel Social marketing is unlikely to produce ROI. Why invest more? Social marketing is basically free. Let’s keep it that way. 3 % 15% 20% Social marketing is producing a measurable ROI. Let’s continue to invest in this tactic. Source: Marketing Sherpa (May 2011) Social Media Report 62% Social marketing is a promising tactic that will eventually produce ROI. Lets invest but do it conservatively.
  13. 13. Challenges to social measurement 1. Media landscape is fragmented 2. Social data isn’t tied to outcomes 3. Referrer data is inaccurate
  14. 14. Media landscape is fragmented
  15. 15. 20
  16. 16. Bringing digital and social together digital social
  17. 17. The solution
  18. 18. Google Analytics
  19. 19. Develop a comprehensive measurement plan 1. Determine business objectives
  20. 20. Develop a comprehensive measurement plan 1. Determine business objectives 2. Define your strategy & tactics
  21. 21. Develop a comprehensive measurement plan 1. Determine business objectives 2. Define your strategy & tactics 3. Identify key stakeholders
  22. 22. Develop a comprehensive measurement plan 1. Determine business objectives 2. Define your strategy & tactics 3. Identify key stakeholders 4. Categorize channels & segments
  23. 23. Develop a comprehensive measurement plan 1. Determine business objectives 2. Define your strategy & tactics 3. Identify key stakeholders 4. Categorize channels & segments 5. Set holistic KPIs
  24. 24. Social Reports in Google Analytics Tie real dollar amounts to your social marketing $113,037.50 20,358 Conversions $48,762.25 11,003 Assisted Social Conversions $8,687.00 2,375 Last Interaction Social Conversions
  25. 25. Six reports provide a comprehensive view of value Overview Plugins Immediately identify the impact of social on your business goals Observe how site visitors interact with social plugins Sources Visitor Flow Learn which networks are important to your business See which initial paths that visitors from social networks take Conversions Pages See which social sources are most effective in driving conversions Learn which content is shared the most, and how
  26. 26. Conversion Report Link social impact to metrics you care about See conversion rate by social network and the monetary value each network generates Measure direct and socially assisted conversions to gain a more accurate value Define the goals and metrics important to your business – choose from engagement or ecommerce
  27. 27. Social Sources Expansive view with 400+ social sources View engagement and conversion metrics for each social network View how people interact with your content See a more complete picture of the social channel – and then value the whole segment
  28. 28. Social Plugins Identify the content good enough to share Find the most engaging content and which social buttons - for example Google +1, - are being clicked to share it.
  29. 29. Wildfire – Google Analytics integration Custom link tracking to understand which social pages and posts drive website conversions
  30. 30. [Demo]
  31. 31. Maryland Live! Casino
  32. 32. Maryland Live! Casino
  33. 33. Maryland Live! Casino
  34. 34. Maryland Live! Casino
  35. 35. Tips from Maryland Live! Casino • Always get an email address • Experiment with content • Have a plan for your data
  36. 36. Key Takeaways • Develop a measurement plan • Use the right measurement tools • Make the most of your data
  37. 37. Join us August 6 Register at www.wildfireapp.com Social Data Intelligence: Aligning Social & Enterprise Data for Strategic Advantage Tuesday, August 6 10 am PT / 1 pm ET Susan Etlinger Altimeter Group
  38. 38. Thank you Follow Wildfire and Google Analytics for the latest: Wildfire: www.wildfireapp.com + Wildfire Google Analytics www.google.com/analytics + GoogleAnalytics
  39. 39. Q& A
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