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How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014
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How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014

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My presentation from Zenith Social Media Marketing 2014. Go through it to learn about how you can use paid social media advertising promotions and measure results to better track ROI to impact actual …

My presentation from Zenith Social Media Marketing 2014. Go through it to learn about how you can use paid social media advertising promotions and measure results to better track ROI to impact actual business objectives.

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  • For more than 50 years, the President of the United States has designated one week National Small Business Week, and this year, that week is May 12 through May 16. Did you celebrate it? You should. And I thank you. I grew up the son of a small business owner and love supporting them in anyway that I can. And I want to help you understand why paid social promotions are a smart move for your business.
  • There was a downfall in organic reach and getting your message in front of current and Prospective Customer Organically got harder and worrisome.
  • But we just saw from Katy’s presentation how important organic promotion still is and how you can do it.
  • “When we first met, you made us feel special. We’d tell you a super funny joke about Sriracha and you’d tell all our friends and then everyone would laugh together. But now? Now you want us to give you money if we want to talk to our friends. Now when we show you a photo of a taco wrapped with bacon, you’re all like “PROMOTE THIS POST! GET MORE FRIENDS!” instead of just liking us for who we are.”
  • “But you see the value in taken advantage of reaching current and prospective customers on these platforms so you’re not going anywhere.”
  • “But it’s important to remember that social media platforms are rented land and the landlords can decide to do whatever they want, whenever they want.”
  • They have made it really easy to run campaigns and test targeting options.
  • The minimum cost for a click is $0.01.
  • Remember to Start by Developing a Baseline of Paid Promotion versus what Organic Data. Then continue to redefine the KPI for continuous improvement. Get to know these KPIs and how they flow down the funnel to a business objective so that you can track ROI.
  • Remember to take tracking seriously and continually test to find what works.
  • It’s important to analyze your results in order to determine you ROI and KPIs.
    Example: Spend $100, 75 claims downloaded (10% discount for vets). 25 redeemed. Gross sales ($20 per) with offer less discount $450. Profit margin 50%. ROI 250/100= 250% or $250 increased revenue. Plus brand awareness and opportunity for repeat customers.
  • Example: Spend $100, 25 promotions redeemed (free drink with $40 purchase). Gross sales ($38per) with offer less discount $950. Profit margin 50%. ROI 475/100= 475% or $475 increased revenue. Plus the increased likelihood of repeat business and a high lifetime customer value.
  • 2 main types of ads
  • With lots of variations
  • Targeting is strong as you can match your ad with individuals having specific conversations based on keywords. Geo targeting should continue to get stronger.
  • "I regularly analyze my social activities." A significant 68% of marketers surveyed analyze their social media activities. How many of them do you think are lying? 64% of marketers are using social media for 6 hours or more and 37% for
    11 or more hours weekly. How much are you?
  • Paid social advertising can work if you set smart goals and analyze your metrics in order to be constantly improving your results. Work backwards from business goals to social goals to social tactics to drive and measure the ROI of your actions.
  • If your goals include driving people to your website in order to gain sales leads, subscriptions, downloads, etc you need to familize yourself with GA and the best ways to track your data in order to prove your ROI. A big part of what I do on a daily basis is driving people to our website and without a proper understand of tracking I could lose all credit for what I am doing and not be able to provide an ROI.
  • A lot can be learned with $100 and an open mind. Start testing and get familiar with these platforms. They all guide guides to read up on.
  • You should already have an idea of where your customers are. Start learning about how you can test, review the analytics and understand how you can drive a positive ROI for your business.
  • Make a commitment to finding a return on your investment. The biggest failure I see with small business or organizations that they don’t feel commit to finding out if it will work. Don’t just spend because I told you too. You know your business the best. I simply want to encourage you to think about how using paid social media promotions can help you improve your business.
  • Transcript

    • 1. Grant Tilus Associate Inbound Marketing Manager #Zenith2014 How to Use Paid Social Promotions to Drive Measurable Business Objectives
    • 2. Grant Tilus May 29, 2014 | Copyright Collegis, LLC. Proprietary and Confidential. 2 Associate Inbound Marketing Manager, Collegis Education Director of Content Marketing, MnSearch.org @GrantTilus plus.google.com/+GrantTi lus
    • 3. Are You a Small Business Owner/Employee? May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 3 #Zenith2014@GrantTilus
    • 4. You Used To Love Social Media Marketing May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 4 #Zenith2014@GrantTilus
    • 5. But Then Things Started to Change May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 5 #Zenith2014@GrantTilus
    • 6. And Your Like… May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 6 #Zenith2014@GrantTilus
    • 7. Some Decided to Moved On May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 7 #Zenith2014@GrantTilus
    • 8. But You See the Value in Social Media May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 8 #Zenith2014 (2014 Social Media Marketing Industry Report) @GrantTilus
    • 9. This is Rented Land May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 9 #Zenith2014@GrantTilus
    • 10. They Are In Control May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 10 #Zenith2014@GrantTilus
    • 11. Trying to Be Nice May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 11 #Zenith2014@GrantTilus
    • 12. The Free Ride is Over May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 12 #Zenith2014@GrantTilus
    • 13. It’s Time to Start Thinking Bigger May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 13 #Zenith2014@GrantTilus
    • 14. Because Social Promotion Still Matters May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 14 #Zenith2014@GrantTilus
    • 15. Local Advertising Options (Not Very Targeted) May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 15 #Zenith2014@GrantTilus
    • 16. Targeted Social Advertising Examples May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 16 #Zenith2014@GrantTilus
    • 17. Not Everyone is Taking Paid Promotions Seriously…Yet May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 17 #Zenith2014 (2014 Social Media Marketing Industry Report) @GrantTilus
    • 18. Time to Rethink Your Social Promotion Strategy? May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 18 #Zenith2014@GrantTilus
    • 19. Business Goals Haven’t Changed  Brand Reputation  Build Brand Awareness  Drive Customer Actions  Increase Customer Loyalty *All of These Goals Can Be Positively Impacted And Tracked Through the Use of Paid Social Media Amplification and Analytics May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 19 #Zenith2014@GrantTilus
    • 20. Brand Reputation Goal Examples  Increasing Amount of Positive Online Reviews  Decrease Negative Sentiment Online  Gain Customer Feedback for Improvements  Increase Customer Referrals via Online Sharing May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 20 #Zenith2014@GrantTilus
    • 21. Brand Awareness Goal Examples  Increase Social Media Impressions  Increase Website Traffic  Increase Number of New Customers via Social Media  Increase Customer Referrals  Increase Brand Conversations May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 21 #Zenith2014@GrantTilus
    • 22. Drive Customer Action Goal Examples  Increase Repeat Customers  Drive Special Event Sales  Increase Average Amount Spent  Increase Foot Traffic During Slow Business Hours  Add Newsletter Subscribers  Increase Content Shares May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 22 #Zenith2014@GrantTilus
    • 23. Customer Loyalty Goal Examples  Increase Customer Retention  Crowd Source New Product Ideas  Increase Customer Frequency  Drive Additional Brand Loyalists  Increase Customer Referrals  Growth Loyalty Program May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 23 #Zenith2014@GrantTilus
    • 24. Develop SMART Goals May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 24 #Zenith2014@GrantTilus
    • 25. Set Baseline Metrics  Tools for Collecting Data:  Facebook Insights  Social Bro  Twitter Analytics Suite  Circle Count  True Social Metrics  Google Analytics  Google Alerts  Topsy  Excel  Simply Measured  Social Mentions  Bit.ly  Raven Tools May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 25 #Zenith2014@GrantTilus
    • 26. Let’s Start by Discussing The Platforms May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 26 #Zenith2014@GrantTilus
    • 27. Let’s Talk About May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 27 #Zenith2014@GrantTilus
    • 28. Facebook Ad Objectives May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 28 #Zenith2014@GrantTilus
    • 29. Facebook Ad Audience Targeting May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 29 #Zenith2014  Location (Country, State, City+ or Zip)  Age (13+) / Gender / Languages  Demographics (Relationships, Education, Work, Financial, Home, Ethnic Affinity, Generation, Parents, Politics, Life Events)  Interests (E.g. Breaking Bad, Shopping, Tea)  Behaviors (E.g. Charitable donations, Digital Activities, Travel)  Connections (Include People, Exclude People, Include Friends)  Custom Audience  Facebook Audience Network New @GrantTilus
    • 30. Facebook Campaigns May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 30 #Zenith2014@GrantTilus
    • 31. Facebook Costs  Assign Budgets by Campaigns and Ad Sets  Ad Costs:  Daily or Lifetime Budgets  CPM or CPC  Bidding May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 31 #Zenith2014@GrantTilus
    • 32. Facebook Analytics  Reach  Clicks  Click Through Rate (CTR)  Cost Per Click (CPC)  Cost Per Action (Based on Objective)  Website: Conversions, Checkouts, Registrations, Leads, Views, Event Responses and More *Remember to Start by Developing a Baseline May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 32 #Zenith2014@GrantTilus
    • 33. Facebook Analytics Best Practices  Track the Data Points that Matter Based on Your Goals  Use the Right Tools: Facebook Insights, True Social Metrics, Google Analytics, Excel  ABT (Always Be Testing)  Objectives  Goals  Tactics  Find the Important Data Points  Track Your Competitors *Track Overall Results Each Month to Compare MoM, QoQ or YoY May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 33 #Zenith2014@GrantTilus
    • 34. Paid Facebook Ads Example  Business Goal: Drive Customer Action to Increase Sales  Paid Promotion Tactic: Utilize Offer Claims In Order to Drive Increased Foot Traffic and Sales About Memorial Day Special Targeted at Local Veterans  Digital Metrics  Reach  CTR  CPC  Total Spend  Business Metrics  Gross Sales with Offer  Average Sale Per Customer  Number of Offers Redeemed  Number of New Customers May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 34 #Zenith2014@GrantTilus
    • 35. Facebook Example #2  Business Goal: Increase Customer Loyalty (Customer Visit Frequency)  Paid Promotion Tactic: Utilize Custom Audiences to Create Special Promotions for Previous Customers  Digital Metrics  Reach/Impressions  CTR  CPC  Downloads  Total Spend  Business Metrics  Gross Sales with Offer  Average Sale Per Customer  Number of Offers Redeemed  Customers Enrolled in Loyalty Program May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 35 #Zenith2014@GrantTilus
    • 36. Up Next May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 36 #Zenith2014@GrantTilus
    • 37. Twitter Ads May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 37 #Zenith2014@GrantTilus
    • 38. Twitter Ad Details May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 38 #Zenith2014@GrantTilus
    • 39. Twitter Audience Targeting  Keywords  Interests and Followers  Television  Tailored Audiences  Locations  Where Promotions Appear  Devices  Gender  Language May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 39 #Zenith2014@GrantTilus
    • 40. Twitter Campaign May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 40 #Zenith2014@GrantTilus
    • 41. Twitter Costs  Assign Daily or Lifetime Budgets per Campaign  Costs Per Click / Cost Per Engagement  Bidding  Pacing Options  Standard  Accelerated May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 41 #Zenith2014@GrantTilus
    • 42. Twitter Analytics  Impressions  Engagements  Clicks  Retweets  Replies  Follows  Card Engagements  Engagement Rate  Spend  eCPE May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 42 #Zenith2014@GrantTilus
    • 43. Twitter Analytics Best Practices  Track the Data Points that Matter Based on Your Goals  Use the Right Tools: Twitter Analytics, True Social Metrics, Google Analytics, Excel, Bit.ly  ABT (Always Be Testing)  Wording  CTA’s  Creative  Targeting  Double Check the Clicks You Receive  Track Your Competitors *Track Overall Results Each Month to Compare MoM, QoQ or YoYMay 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 43 #Zenith2014@GrantTilus
    • 44. Paid Promotion Twitter Example  Business Goal: Build Brand Awareness Surrounding Local Events  Paid Promotion Tactic: Utilize a Promoted Tweet Campaign to Drive Additional Brand Awareness Surrounding a Local Community Event  Digital Metrics  Impressions  Engagements  Follows  Total Spend  Online Brand Mentions  Business Metrics  Increased Foot Traffic  Increased Brand Awareness May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 44 #Zenith2014@GrantTilus
    • 45. Up Next May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 45 #Zenith2014 64% of marketers plan to increase LinkedIn participation in the near future 2014 Social Media Marketing Industry Report @GrantTilus
    • 46. LinkedIn  Sponsored Updates or Right Hand Ads  Text, Images or Video  Targeting Features  Location (Continent, Country, State, Metro Area)  Company (Name, Industry, Size)  Exclusion Capabilities  Job Title  Title Name  Category (Function, Seniority)  School, Skill, Groups, Gender, Age May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 46 #Zenith2014@GrantTilus
    • 47. LinkedIn Cost  Daily budget must be at least $10  Minimum Bid $2 May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 47 #Zenith2014@GrantTilus
    • 48. LinkedIn Analytics  Impressions  Clicks  Click Through Rate (CTR)  Cost Per Click (CPC) *Remember to Start by Developing a Baseline May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 48 #Zenith2014@GrantTilus
    • 49. LinkedIn Best Practices May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 49 #Zenith2014  Track the Data Points that Matter Based on Your Goals  Use the Right Tools: LinkedIn Analytics, True Social Metrics, Google Analytics, Excel, Bit.ly  ABT (Always Be Testing)  Ads vs. Sponsored Updates  CTA’s  Creative  Targeting  Determine Your Goal  Track Your Competitors *Track Overall Results Each Month to Compare MoM, QoQ or YoY @GrantTilus
    • 50. LinkedIn Example  Business Goal: Promote Brand Reputation to Attract New Talent  Paid Promotion Tactic: Promote Sponsored Updates In Order to Attract New Employee Talent  Digital Metrics  Impressions  Engagement  CTR  CPC  Total Spend  Business Metrics  Phone Call Inquiries  Submitted Applications  Interviews Conducted  # of Employees Hired  Time Spent on Hiring May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 50 #Zenith2014@GrantTilus
    • 51. Google+  +Post Ads  Requirements  1,000 Google+ Followers  Great for Brand Awareness and Community Engagement  Metrics to Track:  +1’s  Comments/Mentions  Shares  Traffic  Lots of Opportunities Given the Benefits of Using Google+ May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 51 #Zenith2014 54% of marketers are using Google+, 65% want to learn more about it and 61% plan on increasing Google+ activities in 2014. (2014 Social Media Marketing Industry Report) @GrantTilus
    • 52. Plenty of Options with More to Come May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 52 #Zenith2014@GrantTilus
    • 53. Struggling to Prove the ROI? May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 53 #Zenith2014 (2014 Social Media Marketing Industry Report) @GrantTilus
    • 54. Are You Taking It Seriously? May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 54 #Zenith2014 (2014 Social Media Marketing Industry Report) @GrantTilus
    • 55. Tips for Defining Your Social Media KPIs  Consider Your Business Goals then Work Backwards to Align Your Paid Promotion Goals and Tactics  Discover Your Baseline No Matter How Small  Use the Right Tool (Slide 25)  Set a Budget and Stick to It  Measure Social Performance As Often As You Measure Your Businesses Performance  Create OKRs to Help You Stay on Track Toward Your KPIs  Create Quarterly and Annual Goals May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 55 #Zenith2014@GrantTilus
    • 56. Get Familiar with using Google Analytics  Event Tracking  Assisted Conversions  Referral Sources  UTM Tracking Codes/Bit.ly  Assigned Goals  Pixel Tracking May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 56 #Zenith2014@GrantTilus
    • 57. Get Familiar with These New World Advertising Platforms May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 57 #Zenith2014@GrantTilus
    • 58. How to Choose Which to Focus On  Determine Which Platform Works Best for You  Follow Your Target Market  Consider the ROI When Setting Your Goals  Set New (SMART) Goals Each Quarter  Remember to review and readjust  Test Different Analytics Tools May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 58 #Zenith2014@GrantTilus
    • 59. Key Takeaways  Organic and Paid Social Media Tactics are Now Necessary to Win  Connect Your Business Goals to Social Media Goals/Tactics  Review the Social Analytics Data to Set Social KPIs and Track ROI  Your Analytics are Unique to Your Business  Determine Which Business KPIs Can Be Impacted by Paid Promotion  Turn Inefficient Spending into Efficient Spending  Set SMART Goals to Improve from Your Baselines  Fail Fast and Remain Agile  The Targeting in on These Platforms is Unseen Anywhere ElseMay 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 59 #Zenith2014@GrantTilus
    • 60. Questions? May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 60 #Zenith2014@GrantTilus

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