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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 Per …

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

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