LIKES TO LEADS A CUSTOMER LIFECYCLE APPROACH TO SOCIAL MEDIA SearchFest 2011 – Social Media Analytics Will Scott – Search ...
http://www.flickr.com/photos/sheepies/
http://www.flickr.com/photos/darrenhester/ http://www.searchinfluence.com/2010/11/have-you-measured-it/
About Me <ul><li>Will Scott </li></ul><ul><li>Working Online since 1994 </li></ul><ul><li>Promoting Sites since 2001 </li>...
What’s Coming: <ul><li>Social Platforms </li></ul><ul><li>What to Measure </li></ul><ul><li>Leads </li></ul><ul><li>Gettin...
Social Platforms <ul><li>Blog </li></ul><ul><ul><li>Home Base </li></ul></ul><ul><li>Media: </li></ul><ul><ul><li>Flickr, ...
What to measure? <ul><li>Traffic / Impressions </li></ul><ul><li>Ranking </li></ul><ul><li>Fans / Followers / Likes </li><...
TRAFFIC / IMPRESSIONS
 
 
 
The Challenge of (none)
The Challenge of (none): URL Shorteners <ul><li>TinyURL.com </li></ul><ul><ul><li>http://tinyurl.com/ - the original </li>...
 
 
Custom URLs <ul><li>Google Analytics URL Builder </li></ul><ul><ul><li>http://www.google.com/support/analytics/bin/answer....
 
 
RANKING
 
 
FANS / FOLLOWERS / LIKES
 
 
 
 
 
 
 
MENTIONS <ul><li>Social Media Monitoring </li></ul>
 
Monitoring: Paid <ul><li>Lithium (formerly ScoutLabs) </li></ul><ul><ul><li>They’re out there right now, talking about you...
 
Monitoring: Free <ul><li>TweetBeep </li></ul><ul><ul><li>Keep track of conversations that mention you, your products, your...
GOALS
 
 
LEADS <ul><li>The Ultimate Goal </li></ul>
Leads – What’s Trackable <ul><li>Referrer </li></ul><ul><ul><li>The last page a user visited before yours </li></ul></ul><...
Referrer / Keyword Tracking
Referrer Tracking
Referrer Tracking
Keyword Tracking
THE URL STRING
http://bfhillsboroplumbing.clickablepages.com/?ctt_id=335121&ctt_adnw=Google&ctt_ch=ps&ctt_entity=tc&ctt_cli=6x15957x11210...
The URL String <ul><li>http://bfhillsboroplumbing.clickablepages.com/?ctt_id=335121&ctt_adnw=Google&ctt_ch=ps&ctt_entity=t...
WEB FORMS
Web Forms – Input <ul><ul><li>Clear call to action </li></ul></ul><ul><ul><li>Hidden fields trap: </li></ul></ul><ul><ul><...
Web Forms – Output
CALLS <ul><li>The Holy Grail for Local Business </li></ul>
Calls - Output
Bringing It All Together <ul><li>Some tracking is better than no tracking </li></ul><ul><ul><li>Start with URL shorteners ...
Thank You! <ul><li>Will Scott </li></ul><ul><li>searchinfluence.com/blog </li></ul><ul><li>[email_address] </li></ul><ul><...
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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.

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

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Likes to Leads - Actionable Social Media Analytics

  1. 1. LIKES TO LEADS A CUSTOMER LIFECYCLE APPROACH TO SOCIAL MEDIA SearchFest 2011 – Social Media Analytics Will Scott – Search Influence
  2. 2. http://www.flickr.com/photos/sheepies/
  3. 3. http://www.flickr.com/photos/darrenhester/ http://www.searchinfluence.com/2010/11/have-you-measured-it/
  4. 4. About Me <ul><li>Will Scott </li></ul><ul><li>Working Online since 1994 </li></ul><ul><li>Promoting Sites since 2001 </li></ul><ul><li>President / Owner, SearchInfluence.com </li></ul><ul><li>Search Influence </li></ul><ul><li>Largest Online Marketing Firm on Gulf Coast </li></ul><ul><li>Nationally recognized in Local Search & Social </li></ul>
  5. 5. What’s Coming: <ul><li>Social Platforms </li></ul><ul><li>What to Measure </li></ul><ul><li>Leads </li></ul><ul><li>Getting Started </li></ul>
  6. 6. Social Platforms <ul><li>Blog </li></ul><ul><ul><li>Home Base </li></ul></ul><ul><li>Media: </li></ul><ul><ul><li>Flickr, YouTube, many more </li></ul></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Forums </li></ul><ul><ul><li>Oft-forgotten but still very active </li></ul></ul><ul><li>Social bookmarking / Sharing </li></ul><ul><ul><li>stumbleupon, digg, reddit, many more </li></ul></ul>
  7. 7. What to measure? <ul><li>Traffic / Impressions </li></ul><ul><li>Ranking </li></ul><ul><li>Fans / Followers / Likes </li></ul><ul><li>Mentions </li></ul><ul><li>Goals </li></ul><ul><li>Leads: </li></ul><ul><ul><li>Forms </li></ul></ul><ul><ul><li>Phone calls </li></ul></ul><ul><ul><li>CTA for in-store (e.g. Coupons, Specials, Etc.) </li></ul></ul>
  8. 8. TRAFFIC / IMPRESSIONS
  9. 12. The Challenge of (none)
  10. 13. The Challenge of (none): URL Shorteners <ul><li>TinyURL.com </li></ul><ul><ul><li>http://tinyurl.com/ - the original </li></ul></ul><ul><li>bit.ly </li></ul><ul><ul><li>http://bit.ly/ </li></ul></ul><ul><li>budurl </li></ul><ul><ul><li>http://budurl.com/ </li></ul></ul><ul><li>Ow.ly </li></ul><ul><ul><li>http://ow.ly/ - built into Hootsuite </li></ul></ul>
  11. 16. Custom URLs <ul><li>Google Analytics URL Builder </li></ul><ul><ul><li>http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578 </li></ul></ul><ul><li>HootSuite URL Builder </li></ul><ul><ul><li>http://help.hootsuite.com/entries/114223-how-to-create-custom-url-parameters </li></ul></ul>
  12. 19. RANKING
  13. 22. FANS / FOLLOWERS / LIKES
  14. 30. MENTIONS <ul><li>Social Media Monitoring </li></ul>
  15. 32. Monitoring: Paid <ul><li>Lithium (formerly ScoutLabs) </li></ul><ul><ul><li>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. </li></ul></ul><ul><li>Radian6 </li></ul><ul><ul><li>Radian6’s social media monitoring software helps businesses listen, measure and engage in conversations across the social web. </li></ul></ul><ul><li>Trackur </li></ul><ul><ul><li>Trackur provides all of the social media monitoring tools you need and none of the useless eye-candy you don’t. </li></ul></ul>
  16. 34. Monitoring: Free <ul><li>TweetBeep </li></ul><ul><ul><li>Keep track of conversations that mention you, your products, your company, anything, with hourly updates! </li></ul></ul><ul><li>Twe.pe </li></ul><ul><ul><li>Instant @mention e-mail alerts If someone mentions you on Twitter, you'll get mail a few seconds later. </li></ul></ul><ul><li>SocialMention </li></ul><ul><ul><li>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. </li></ul></ul><ul><li>Google Alerts </li></ul><ul><ul><li>Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic. </li></ul></ul><ul><ul><ul><li>Alerts also available from Yahoo & Bing </li></ul></ul></ul>
  17. 35. GOALS
  18. 38. LEADS <ul><li>The Ultimate Goal </li></ul>
  19. 39. Leads – What’s Trackable <ul><li>Referrer </li></ul><ul><ul><li>The last page a user visited before yours </li></ul></ul><ul><li>Keywords </li></ul><ul><ul><li>What the visitor searched for to find you </li></ul></ul><ul><li>URL String </li></ul><ul><ul><li>What shows up in your web browser’s “Address” bar </li></ul></ul><ul><li>Web form </li></ul><ul><ul><li>A device on your web page users fill out to give you information </li></ul></ul><ul><li>Calls </li></ul><ul><ul><li>When your phone rings with a prospective customer </li></ul></ul>
  20. 40. Referrer / Keyword Tracking
  21. 41. Referrer Tracking
  22. 42. Referrer Tracking
  23. 43. Keyword Tracking
  24. 44. THE URL STRING
  25. 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
  26. 46. The URL String <ul><li>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 </li></ul><ul><ul><li>bfhillsboroplumbing.clickablepages.com </li></ul></ul><ul><ul><li>ctt_id=335121 </li></ul></ul><ul><ul><li>ctt_adnw=Google </li></ul></ul><ul><ul><li>ctt_kw=plumber </li></ul></ul><ul><ul><li>ctt_adid=6649616259 </li></ul></ul>
  27. 47. WEB FORMS
  28. 48. Web Forms – Input <ul><ul><li>Clear call to action </li></ul></ul><ul><ul><li>Hidden fields trap: </li></ul></ul><ul><ul><ul><li>Referrer data </li></ul></ul></ul><ul><ul><ul><li>URL String for social </li></ul></ul></ul>
  29. 49. Web Forms – Output
  30. 50. CALLS <ul><li>The Holy Grail for Local Business </li></ul>
  31. 51. Calls - Output
  32. 52. Bringing It All Together <ul><li>Some tracking is better than no tracking </li></ul><ul><ul><li>Start with URL shorteners </li></ul></ul><ul><li>Fans are great, but leads are better </li></ul><ul><ul><li>And you can track them </li></ul></ul><ul><li>The data is there, you may just need to unlock it </li></ul><ul><ul><li>And communicate it to the decision makers </li></ul></ul>
  33. 53. Thank You! <ul><li>Will Scott </li></ul><ul><li>searchinfluence.com/blog </li></ul><ul><li>[email_address] </li></ul><ul><li>twitter.com/w2scott </li></ul>

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