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Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
Tj tee   monitoring+measuring-engagement
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Tj tee monitoring+measuring-engagement

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  • 1. MONITORING + MEASURING ENGAGEMENT TJ Tee Digital Marketing Evangelist, Integricity
  • 2. forget all of this
  • 3. First, a few things •  Figure out what you want to achieve •  Be prepared to measure •  Best way to fail – don’t measure •  Social media is easy to measure, just not with conventional success metrics •  Keep It Simple, St*pid (KISS) •  Avoid temptation/pitfalls •  Too-good-to-be-true offers, free trials •  Over-enthusiastic marketing people without a plan
  • 4. Acquisition Lots of stuff happens hereReferral Activation Retention Revenue
  • 5. Acquisition Activation Retention Referral Revenue PR, campaigns, SEO/ Return visits, Sales, leads, SEM, affiliate mkt, RSS, alerts/ subscriptions, EDM, social media, reminders, time- affiliate revenue banner ads, SMS/ based triggers MMS, app installs Home page, Retweets, landing pages, affiliates, location-based contests, EDM, services refer-a-friend, viral marketing
  • 6. Know what you want to track •  Driving engaged traffic to a website/landing page doesn’t guarantee any return •  Define metrics that are relevant for your business: •  Targeted clicks, sign-ups, downloads •  New leads/sales/referrals •  Ignore low-value metrics like: •  Number of followers/fans/friends •  PageRank, Alexa rank
  • 7. Goals & objectives Qualitative Quantitative •  Loyalty •  Sales •  Trust •  Leads •  Passion •  Qualified users •  Interaction •  Sign-ups •  Satisfaction •  Referrals •  Authority •  Targeted clicks •  Feedback •  Downloads •  Brand awareness •  Video views/shares
  • 8. Qualitative measures Campaign – Build loyalty and trust •  Execution •  Engage with customers who mention your company or product on Twitter or Google •  Success metrics •  +ve Comments sent to customers /week •  +ve Conversations that started from a comment •  Goals/KPIs •  x# +ve Conversations re: comp or prod /week •  x# +ve Blog posts re: comp or prod /month
  • 9. Qualitative measures Campaign – Increase customer satisfaction •  Execution •  Engage with customers/prospects and ask what they would like from you •  Success metrics •  New useful/good suggestions •  Suggestions you implement •  Goals/KPIs •  x# Suggestions collected per month and # you actually implement
  • 10. Qualitative measures Campaign – Increase authority •  Execution •  Blog about stuff you’re an expert on by writing authoritative content (first) and promoting your company •  Success metrics •  Influential blogs linking to your content •  Organic visitor traffic per month •  Traffic that converts into sales •  Goals/KPIs •  x% of Organic referral traffic per month •  x$ Sales attributable to referrals from blog per month
  • 11. Quantitative measures Campaign – Increase offline sales •  Execution •  Promotion on a social media platform (e.g. Facebook) Participants get a print-out voucher to redeem offline •  Success metrics •  Monthly sales •  Monthly store traffic (walk-in) •  Goals/KPIs •  x$ Monthly sales •  x% Increase in store traffic over pre-promotion period
  • 12. Quantitative measures Campaign – Increase online sales •  Execution •  Use Twitter to inform prospects about exclusive time-limited promos •  Success metrics •  Monthly sales attributable directly to Twitter •  New customers attributable directly to Twitter •  Monthly revenue generated from customers originally from Twitter •  Goals/KPIs •  x$ Monthly sales directly attributable to Twitter
  • 13. Tools to use
  • 14. Google Alerts Google.com/alerts
  • 15. GA: Advanced Segments
  • 16. Peashoot Peashootapp.com
  • 17. Facebook Pages: Insights
  • 18. Measurement scorecard (sample) Stage Conversion Conv Est value (%) (RM) Acquisition Visitors to site/widget/landing page 60 0.10 Eg: 2+ pgs, 10+ sec, 1+ clicks, 0 bounce Activation Happy 1st visit, use the site, sign-up 15 0.25 Eg: Clicks/time/pages, newsletter/profile sign-up, feature usage Retention Users come back, multiple visits 5 0.50 Eg: 1-3x visits/mth; email/feed open rate / CTR Referral Users refer others 1 1.00 Eg: Cust satisfaction >=8; viral K factor > 1; Revenue Users Pay / Generate $$$ 2 5.00 Eg. Sale, affiliate revenue
  • 19. Budgeting How much to spend for online marketing? 30% 25% 18% 18% 10% Acquisition Activation Retention Referral Revenue
  • 20. Key takeaways 1.  Driving targeted traffic from social media sources is only half the challenge if you’re trying to sell something. 2.  Define quantitative + qualitative goals & objectives, KISS. 3.  Create a simple scorecard to measure KPIs, allocate budgets accordingly. 4.  Filter out channels and strategies that don’t get good returns. Repeat.
  • 21. Thank you. Comments, questions, feedback, or want a copy of this presentation to impress your boss? tj.tee@integricity.com facebook.com/tjtee twitter.com/tjtee

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