OMG Social Media Talk - Social Media Goal Setting & Analytics

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My talk on Social Media analytics from the OMG Social Media conference in Vancouver, BC on August 15, 2013.

Most tweeted points:
Responsibility of advertiser to add value to the conversation.

The thing we forget about B2B is that we are still selling to a person.

A new follower may be more valuable than a new customer.

Deliver awesome content. That's how you increase Customer Lifetime Value.

When people like your business on Facebook it means they're letting you into their lives ... Respect that!

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OMG Social Media Talk - Social Media Goal Setting & Analytics

  1. 1. Conner Galway @Conner_G #OMGConf
  2. 2. #OMGConf Please remember to turn off your phones during this conference.
  3. 3. SOCIAL MEDIA? STRATEGY EXECUTION MEASUREMENT
  4. 4. HERE’S WHERE WE’RE AT:
  5. 5. IT DOESN’T HAVE TO BE THIS WAY
  6. 6. WHO IS THIS GUY?
  7. 7. MATH CAN BE SEXY
  8. 8. AFFECT vs EFFECT
  9. 9. AFFECT vs EFFECT
  10. 10. MOST COMMON QUESTIONS:
  11. 11. MOST COMMON QUESTIONS: #1 How do I make money on social media?
  12. 12. MOST COMMON QUESTIONS: #1 How do I make money on social media? #2 I’m busy enough already, how am I supposed to find the time?
  13. 13. You don’t make money on social media, you make it where you always have
  14. 14. CONVERSIONS = The only things that really matter
  15. 15. CONVERSIONS = Purchases, attendees, commitments, votes
  16. 16. CUSTOMER LIFETIME VALUE = Your customers are always more valuable in the future than they are today
  17. 17. CLV = Average conversion value X Average # of lifetime conversions
  18. 18. MICRO-CONVERSION = An opportunity to create Lifetime Value
  19. 19. MICRO-CONVERSION = Any sign up, follow or opt in where people ask you to market to them
  20. 20. Donation Today Newsletter Signup Cash today $100 $0 Average monthly conversion 0% 10% Average monthly conversion value $0 $100 Average monthly value $0 $10 Average value after 1 year $100 $120 Average value after 5 years $100 $600
  21. 21. A new follower may be more valuable than a new customer
  22. 22. Donation Today Facebook Like Cash today $50 $0 Average monthly conversion 0% 5% Average monthly conversion value $0 $50 Average monthly value $0 $2.50 Average value after 1 year $50 $30 Average value after 5 years $50 $150
  23. 23. People who Like you are more likely to like you
  24. 24. Now, the fun part. MATH!
  25. 25. The best type of conversion for my business is:
  26. 26. The average customer does business with me ___ times
  27. 27. An average conversion is worth ___$ to me
  28. 28. My average Customer Lifetime Value = (# of conversions) x (conversion value)
  29. 29. Micro-conversion opportunities:
  30. 30. Percentage who become customers:
  31. 31. Value of a micro-conversion to me = (average conversion value) x (micro-conversion percentage)
  32. 32. Value of a follower to me
  33. 33. Non-financial value
  34. 34. BONUS QUESTION
  35. 35. Percentage of website visitors who micro-convert
  36. 36. Value of a visitor to my website = (average conversion rate) x (micro-conversion value)
  37. 37. AMA
  38. 38. @JunctionYVR #OMGConf Conner@JunctionCS.com

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