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Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
Likes to Leads - Actionable Social Media Analytics
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Likes to Leads - Actionable Social Media Analytics

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Will Scott's presentation at SEMpdx SearchFest on actionable social media marketing. …

Will Scott's presentation at SEMpdx SearchFest on actionable social media marketing.

We walk through platforms, lead-tracking and what to measure, how.

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  • 1. LIKES TO LEADS A CUSTOMER LIFECYCLE APPROACH TO SOCIAL MEDIA SearchFest 2011 – Social Media Analytics Will Scott – Search Influence
  • 2. http://www.flickr.com/photos/sheepies/
  • 3. http://www.flickr.com/photos/darrenhester/ http://www.searchinfluence.com/2010/11/have-you-measured-it/
  • 4. About Me
    • Will Scott
    • Working Online since 1994
    • Promoting Sites since 2001
    • President / Owner, SearchInfluence.com
    • Search Influence
    • Largest Online Marketing Firm on Gulf Coast
    • Nationally recognized in Local Search & Social
  • 5. What’s Coming:
    • Social Platforms
    • What to Measure
    • Leads
    • Getting Started
  • 6. Social Platforms
    • Blog
      • Home Base
    • Media:
      • Flickr, YouTube, many more
    • Facebook
    • Twitter
    • Forums
      • Oft-forgotten but still very active
    • Social bookmarking / Sharing
      • stumbleupon, digg, reddit, many more
  • 7. What to measure?
    • Traffic / Impressions
    • Ranking
    • Fans / Followers / Likes
    • Mentions
    • Goals
    • Leads:
      • Forms
      • Phone calls
      • CTA for in-store (e.g. Coupons, Specials, Etc.)
  • 8. TRAFFIC / IMPRESSIONS
  • 9.  
  • 10.  
  • 11.  
  • 12. The Challenge of (none)
  • 13. The Challenge of (none): URL Shorteners
    • TinyURL.com
      • http://tinyurl.com/ - the original
    • bit.ly
      • http://bit.ly/
    • budurl
      • http://budurl.com/
    • Ow.ly
      • http://ow.ly/ - built into Hootsuite
  • 14.  
  • 15.  
  • 16. Custom URLs
    • Google Analytics URL Builder
      • http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578
    • HootSuite URL Builder
      • http://help.hootsuite.com/entries/114223-how-to-create-custom-url-parameters
  • 17.  
  • 18.  
  • 19. RANKING
  • 20.  
  • 21.  
  • 22. FANS / FOLLOWERS / LIKES
  • 23.  
  • 24.  
  • 25.  
  • 26.  
  • 27.  
  • 28.  
  • 29.  
  • 30. MENTIONS
    • Social Media Monitoring
  • 31.  
  • 32. Monitoring: Paid
    • Lithium (formerly ScoutLabs)
      • They’re out there right now, talking about your brand, ranting and raving [...] telling their friends how they’ve used them in ways you never could have imagined.
    • Radian6
      • Radian6’s social media monitoring software helps businesses listen, measure and engage in conversations across the social web.
    • Trackur
      • Trackur provides all of the social media monitoring tools you need and none of the useless eye-candy you don’t.
  • 33.  
  • 34. Monitoring: Free
    • TweetBeep
      • Keep track of conversations that mention you, your products, your company, anything, with hourly updates!
    • Twe.pe
      • Instant @mention e-mail alerts If someone mentions you on Twitter, you'll get mail a few seconds later.
    • SocialMention
      • Social Mention is a social media search and analysis platform that aggregates user generated content from across the universe into a single stream of information.
    • Google Alerts
      • Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic.
        • Alerts also available from Yahoo & Bing
  • 35. GOALS
  • 36.  
  • 37.  
  • 38. LEADS
    • The Ultimate Goal
  • 39. Leads – What’s Trackable
    • Referrer
      • The last page a user visited before yours
    • Keywords
      • What the visitor searched for to find you
    • URL String
      • What shows up in your web browser’s “Address” bar
    • Web form
      • A device on your web page users fill out to give you information
    • Calls
      • When your phone rings with a prospective customer
  • 40. Referrer / Keyword Tracking
  • 41. Referrer Tracking
  • 42. Referrer Tracking
  • 43. Keyword Tracking
  • 44. THE URL STRING
  • 45. http://bfhillsboroplumbing.clickablepages.com/?ctt_id=335121&ctt_adnw=Google&ctt_ch=ps&ctt_entity=tc&ctt_cli=6x15957x11210x83182&ctt_kw=plumber&ctt_adid=6649616259&ctt_nwtype=search
  • 46. The URL String
    • http://bfhillsboroplumbing.clickablepages.com/?ctt_id=335121&ctt_adnw=Google&ctt_ch=ps&ctt_entity=tc&ctt_cli=6x15957x11210x83182&ctt_kw=plumber&ctt_adid=6649616259&ctt_nwtype=search
      • bfhillsboroplumbing.clickablepages.com
      • ctt_id=335121
      • ctt_adnw=Google
      • ctt_kw=plumber
      • ctt_adid=6649616259
  • 47. WEB FORMS
  • 48. Web Forms – Input
      • Clear call to action
      • Hidden fields trap:
        • Referrer data
        • URL String for social
  • 49. Web Forms – Output
  • 50. CALLS
    • The Holy Grail for Local Business
  • 51. Calls - Output
  • 52. Bringing It All Together
    • Some tracking is better than no tracking
      • Start with URL shorteners
    • Fans are great, but leads are better
      • And you can track them
    • The data is there, you may just need to unlock it
      • And communicate it to the decision makers
  • 53. Thank You!
    • Will Scott
    • searchinfluence.com/blog
    • [email_address]
    • twitter.com/w2scott

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