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Justifying The Investment: Analytics for Social Media
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Justifying The Investment: Analytics for Social Media

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Monique Pouget's presentation from SMX West 2012. In this case study, Monique walks through the different ways to show ROI from a social media promotion on Facebook and Twitter. KPIs include Cost......

Monique Pouget's presentation from SMX West 2012. In this case study, Monique walks through the different ways to show ROI from a social media promotion on Facebook and Twitter. KPIs include Cost Per Visit (CPV), Cost Per Click (CPC) and Cost Per email (CPE).

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  • 1. Justifying The Investment:Analytics For Social MediaPresented by Monique Pouget | March 1, 2012
  • 2. First Off, Who Am I?Name: Monique Pouget Twitter: @MoniqueTheGeekTitle: Senior SEO & Social LinkedIn: linkd.in/mpougetMedia Strategist Read My Posts: BlogCompany:Thunder SEO
  • 3. What I Won’t Be Doing Today http://bit.ly/EveryPresentationEver
  • 4. Showing Sweepstakes ROI
  • 5. Total Promotion Costs Prize Print Ads Banner Ads Facebook Ads Design/Copywriting Call Tracking SoftwareEmail Management Tool Sweepstakes Management Tool+ Online Marketing Agency or Manual Management------------------------------------------------= Total Costs
  • 6. Sweepstakes Management Tool http://www.wildfireapp.com/
  • 7. Sweepstakes Management Tool Microsite Facebook Tab http://www.wildfireapp.com/
  • 8. Show Me The KPIs!
  • 9. KPI #1 – EmailsTotal Costs / New Emails = Cost Per Email http://www.wildfireapp.com/
  • 10. KPI #2 – Social Referral Traffic Total Costs / Social Visits = Cost Per Visit http://www.google.com/analytics/
  • 11. Social Advanced Segments Shameless Plug: http://bit.ly/SocialAdvancedSegments
  • 12. KPI #3 – Website Traffic from a Link myawesomesweeps.com mywebsite.com/about-us/sweepstakes?utm_source=twitter&utm_medium=hootsuite&utm_campaign=awesomeswe eps http://bit.ly/GoogleURLBuilder
  • 13. KPI #3 – Website Traffic from a Link Traffic Sources > Sources > Campaigns
  • 14. KPI #4 – LeadsPhone Calls from Dynamic Call Contact Form Completions TrackedTracking Phone Number Used with Google Analytics Goals on Sweepstakes Page Total Costs / Active Leads = Cost Per Lead
  • 15. KPI #5 – Banner and Facebook Ads Total Costs / Clicks = Cost Per Click http://www.facebook.com/advertising/
  • 16. KPI #6 - EntriesTotal Costs / Total Entries = Cost Per Entry http://www.wildfireapp.com/
  • 17. KPI #7 – Twitter EngagementGrowth in Twitter followers, @mentions, ReTweets, clicks, #hashtag use http://hootsuite.com/
  • 18. KPI #8 – Facebook EngagementGrowth in Facebook fans, likes, comments, wall posts, shares, clicks Facebook Page Insights
  • 19. Need More Facebook & Twitter Metrics? http://mz.cm/IntroducingSocialAnalytics
  • 20. Need More Facebook & Twitter Metrics? http://bit.ly/socialraventools
  • 21. Need More Facebook & Twitter Metrics? http://simplymeasured.com/free-social-media-tools/
  • 22. Beyond KPIs – Conversations http://storify.com
  • 23. Beyond KPIs – Informed Content
  • 24. Thank You! Questions?@MoniqueTheGeekmonique@thunderseo.comwww.thunderseo.com/blogbit.ly/thunderseo-smx