ANALYTICS, SEO/SEM ANDTHE ZERO MOMENT OF       TRUTH
What We’ve Covered So Far✦   Intro to the Most Popular Social Networks✦   Branding- Finding your voice and communicating t...
Session 3         Where’s my Return on Investment?         Understanding Search and Analytics✦   Google’s Zero Moment of T...
Analytics In a Nutshell✦   If you are doing something on the web, you can probably measure it✦   Just because you can meas...
What Are Metrics?          Reasons to track the numbers include:✦   Sales/Conversions✦   Qualified Leads✦   Focus Groups/Co...
Common Services✦   Website analysis tools: Marketing Grader-    Hubspot; SEO MOZ tools✦   URL Shorteners: Bit.ly, Hootsuit...
What are “good” Numbers?✦   Don’t worry about first blush numbers, look    for trends✦   Benchmark competitors✦   Impressio...
Understanding Your Target Audience            DE? 900,000           DE w/ Computer           Your email list              ...
The Whole World, or Local?
Attention Battle = Information War
Information is everywhere
Knowledge & Wisdom
Google Analytics
Other Google Tools
Google Keyword Tools
SEO/SEM:Using Search to gain   Marketshare
Elements of Search• Keywords for industry; Create an SEO  Dictionary for your Business• Look at Google Trends for seasonal...
SEO rich topics, aka        Linkbait• Lists- 10 things I Hate About _____, 25  ideas for the New Year• Great Titles• Advic...
Example• http://www.whitneyhoffman.com/  2011/12/05/5-things-that-drive-me-  crazy/• Picked up by NYT business blog• Asked...
Social Media ROI✦   Efficiency                  ✦   Grow Trust✦   Reputation                 ✦   Client Education✦   Differ...
Creating      CommunitiesThis is a long term versus short term strategyPeople come to you because of content andadded valu...
Content Rules
Session 4            Putting it all Together :  Social Media Management and Measurement• Integrating Your Channels- To Cro...
The End
Contact Info:Whitney HoffmanHoffmandigitalmedia@gmail.comTwitter: @whitneyhoffman, @ldpodcastFacebook: Whitney HoffmanGoog...
“Social media changes the relationshipbetween companies and customers frommaster and servant, to peer to peer.”
“In the long history of humankind those wholearned to collaborate and improvise mosteffectively have prevailed.”          ...
Let’s get Beyond “Oooh, Shiny!”
What’s Your Time     Worth?
Income /2080 = Hourly Rate
$40,000/ yr = $19.23/hr
Looking for the Sweet Spot
I like to say Twitter is like a bar, Facebookis your living room, and LinkedIn is yourlocal Chamber of Commerce.          ...
InfluenceLikingReciprocitySocial ProofConsistencyAuthorityScarcity
Session 2Using Social Media to Connect Your    Brand to Your Customers  Who to connect to and why? Inbound and  Outbound M...
“If you make customers unhappy in the physicalworld, they might each tell 6 friends. If you makecustomers unhappy on the I...
Lifetime Value of a CustomerFormula includes: Average number of years a customer does business with you Average revenue pe...
ConsiderCost of a lost customer in terms of lost revenueand-Loss of additional customers due to word ofmouthCost of Retent...
Do The MathCost Per Lead* = (Total Ad Costs) / (# LeadsGenerated)Total Ad Costs = Direct Ad Costs + Indirect Ad CostsDirec...
Don’t Be This Guy
Strategy
Contact Info:Whitney HoffmanHoffmandigitalmedia@gmail.comTwitter: @whitneyhoffman, @ldpodcastFacebook: Whitney HoffmanGoog...
Cautions
Top Social Networks LinkedIn Twitter Facebook Plus, we’ll talk mobile- Foursquare
RSS- Really Simple SyndicationSubscription- Let Them Come to You
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DANA Week 3 Social Analytics

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  • DANA Week 3 Social Analytics

    1. 1. ANALYTICS, SEO/SEM ANDTHE ZERO MOMENT OF TRUTH
    2. 2. What We’ve Covered So Far✦ Intro to the Most Popular Social Networks✦ Branding- Finding your voice and communicating that to others✦ Looking at your organization in a “customer-centric” way✦ Make your website your hub and marketing (including social) as the spokes into the hub✦ Understand how best to deliver on your “promise” to your community✦ Social and digital are ingredients in an overall organization communication & marketing strategy
    3. 3. Session 3 Where’s my Return on Investment? Understanding Search and Analytics✦ Google’s Zero Moment of Truth- when do ‘customers’ make decisions?✦ Customer feedback loops- why ‘after the sale/transaction’ is as important as conversion✦ Using Google tools to help you time your content and check on your competition✦ Keywords, Tagging, Pay Per Click and the ever-changing SEO landscape- Fish where the Fish are✦ Numbers are helpful, insight is better
    4. 4. Analytics In a Nutshell✦ If you are doing something on the web, you can probably measure it✦ Just because you can measure it, doesn’t make it relevant (necessarily) to your goals✦ Data trends are probably more important than any one data point- know your starting point before pulling the levers✦ Data is great: Analysis and Insight gained from the data is much more useful✦ Know what you want to accomplish (strategy) so you can measure the right thing
    5. 5. What Are Metrics? Reasons to track the numbers include:✦ Sales/Conversions✦ Qualified Leads✦ Focus Groups/Community✦ Competitive intelligence✦ Customer service✦ Influence
    6. 6. Common Services✦ Website analysis tools: Marketing Grader- Hubspot; SEO MOZ tools✦ URL Shorteners: Bit.ly, Hootsuite (owl.ly)✦ Audio metrics- blubrry.com, libsyn.com Podtrac.com✦ Video: Tubemogul ($)
    7. 7. What are “good” Numbers?✦ Don’t worry about first blush numbers, look for trends✦ Benchmark competitors✦ Impressions does not equal engagement (PPC ads, etc)✦ Look for growth over time, trends
    8. 8. Understanding Your Target Audience DE? 900,000 DE w/ Computer Your email list Social Media Audience What can you reasonably expect?
    9. 9. The Whole World, or Local?
    10. 10. Attention Battle = Information War
    11. 11. Information is everywhere
    12. 12. Knowledge & Wisdom
    13. 13. Google Analytics
    14. 14. Other Google Tools
    15. 15. Google Keyword Tools
    16. 16. SEO/SEM:Using Search to gain Marketshare
    17. 17. Elements of Search• Keywords for industry; Create an SEO Dictionary for your Business• Look at Google Trends for seasonality, location• Tag content, pictures, etc. with keywords and work into posts as frequently as possible
    18. 18. SEO rich topics, aka Linkbait• Lists- 10 things I Hate About _____, 25 ideas for the New Year• Great Titles• Advice• Workflow• Help for your customer/audience
    19. 19. Example• http://www.whitneyhoffman.com/ 2011/12/05/5-things-that-drive-me- crazy/• Picked up by NYT business blog• Asked to reprint with credit and bio in his newsletter
    20. 20. Social Media ROI✦ Efficiency ✦ Grow Trust✦ Reputation ✦ Client Education✦ Differentiation ✦ New Opportunities✦ Client Service/Retention ✦ Flexibility, Timeliness✦ PR & Exposure✦ Increase network
    21. 21. Creating CommunitiesThis is a long term versus short term strategyPeople come to you because of content andadded valueGrows network, fans, evangelistsMust give them something to do- keep it freshor it dies
    22. 22. Content Rules
    23. 23. Session 4 Putting it all Together : Social Media Management and Measurement• Integrating Your Channels- To Cross Post or Not- Making the most of your content• Editorial Calendars- Making Your Brand Consistent• How do I define Success? When do I know if it’s working?• To Do’s• Q&A
    24. 24. The End
    25. 25. Contact Info:Whitney HoffmanHoffmandigitalmedia@gmail.comTwitter: @whitneyhoffman, @ldpodcastFacebook: Whitney HoffmanGoogle Voice: (302) 482-4599Mobile: (302) 562-6507URL: www.whitneyhoffman.com
    26. 26. “Social media changes the relationshipbetween companies and customers frommaster and servant, to peer to peer.”
    27. 27. “In the long history of humankind those wholearned to collaborate and improvise mosteffectively have prevailed.” ~ Charles Darwin
    28. 28. Let’s get Beyond “Oooh, Shiny!”
    29. 29. What’s Your Time Worth?
    30. 30. Income /2080 = Hourly Rate
    31. 31. $40,000/ yr = $19.23/hr
    32. 32. Looking for the Sweet Spot
    33. 33. I like to say Twitter is like a bar, Facebookis your living room, and LinkedIn is yourlocal Chamber of Commerce. -BS Stoltz
    34. 34. InfluenceLikingReciprocitySocial ProofConsistencyAuthorityScarcity
    35. 35. Session 2Using Social Media to Connect Your Brand to Your Customers Who to connect to and why? Inbound and Outbound Marketing in a Nutshell Killer content: Engaging Your Audience Elements of making your messages memorable How to Listen as well as Broadcast
    36. 36. “If you make customers unhappy in the physicalworld, they might each tell 6 friends. If you makecustomers unhappy on the Internet, they can eachtell 6,000 friends.” -Jeff Bezos, CEO of Amazon.com
    37. 37. Lifetime Value of a CustomerFormula includes: Average number of years a customer does business with you Average revenue per customer per year Estimated costs to deliver products/services
    38. 38. ConsiderCost of a lost customer in terms of lost revenueand-Loss of additional customers due to word ofmouthCost of Retention- what do you have to do tokeep existing customers happy?Churn rate- how many customers leave? Andwhat does it cost to replace them?
    39. 39. Do The MathCost Per Lead* = (Total Ad Costs) / (# LeadsGenerated)Total Ad Costs = Direct Ad Costs + Indirect Ad CostsDirect Ad Costs = All Ad Fees + Design Costs + Tracking Costs + Agency FeesIndirect Ad Costs = Administrative Overhead = ($/hr) x (# hrs)Marketing ROI = (Revenue – Marketing Cost) /Marketing Cost
    40. 40. Don’t Be This Guy
    41. 41. Strategy
    42. 42. Contact Info:Whitney HoffmanHoffmandigitalmedia@gmail.comTwitter: @whitneyhoffman, @ldpodcastFacebook: Whitney HoffmanGoogle Voice: (302) 482-4599Mobile: (302) 562-6507URL: www.whitneyhoffman.com
    43. 43. Cautions
    44. 44. Top Social Networks LinkedIn Twitter Facebook Plus, we’ll talk mobile- Foursquare
    45. 45. RSS- Really Simple SyndicationSubscription- Let Them Come to You
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