BookNet Tech Forum: Beyond Fans and Followers, Measuring the Success of Online Marketing Campaigns

Beyond Fans and FollowersMeasuring Your Online Marketing CampaignsBNC Tech Forum March 24, 2011Twitter @boxcarmarketing

Not everything that counts can be measured.Not everything that can be measured counts.Albert Einstein Monique Trottier @BoxcarMarketing

There are 2 things we like to measure: Things that lead to sales Sales Monique Trottier @BoxcarMarketing

Sales Monique Trottier @BoxcarMarketing

Setting Up Goals • Admin Access • URL Destination Monique Trottier @BoxcarMarketing

Things that lead to sales Twitter Followers Customer Feedback RTs Facebook Fans Email OpensWebsite Visitors Press Mentions Sales Monique Trottier @BoxcarMarketing

Things that lead to salesAcquisition Website Visitors, time on site Number of pageviews, repeat visits,Activation subscription (email, blog), account sign-up (proﬁle data), Fan/Follower Email Opens, Click-throughs,Retention Repeat visits Press Mention, RT, Referral Refers 1+visitors to the site; Refers 1+ visitors who activate Sales Monique Trottier @BoxcarMarketing

If you don’t know where you’re going, any road willget you there.Misquote from Alice in Wonderland Monique Trottier @BoxcarMarketing

A simple Contest • Reach a new audience or reinforce our connection to an existing audience Goal Lifecycle Action Reaction Metrics @ / RT / Comment Response Visitors Acquire Subscriptions Reach a new Listen Visit to the site Activate (email/RSS) audience Introduce Subscribe Fan/Follower Retain Return Account sign-up Return Visits @ / RT / Comment Response Repeat visits Reinforce our Retain Talk Email opens Visit the site connection to Referral Pitch CTR / Goal Funnel Act Mentionsexisting audience Revenue Thank Refer Referrals Referrals who convert

Google Analytics: Annotations Monique Trottier @BoxcarMarketing

Google Analytics: Title- or Author-Speciﬁc Searches

Google Analytics: Audience Segments

A simple campaign to build Reputation • Use a blog to establish authority / expertise for an author. • Focus on writing good content first and self-promotion second Goal Metrics Pagerank +Nth position in relation to competitors by a # inbound links from influential blogs certain date # bookmarks (Delicious) Google Position in Search Results Volume of organic traffic per month # inbound links from influential sites X% increase of traffic per month # email subscribers or fan/followers who can be directed to the site X$ per month attributable to Segment and Funnel: referrals from blog Traffic that converts to sales

A really simple campaign to increase Engagement• Be nice to customers who mention your company / authors / titles on Twitter Goal Metrics # positive comments sent to customers per week w/in given timeframe Increase # positive conversations # of conversations that started from those comments # additional activation points

A problematic campaign to increase Offline Sales• Implement a promotion on social media with a specific store.• Give participants a printable campaign voucher so you can track offline sales Goal Metrics Goal Funnel: Impressions, Download voucher Form Completion; Downloads $ monthly sales monthly sales % increase in store traffic over monthly store traffic pre-promo period Attact an audience in a particular area traffic from particular area

A simple campaign to increase Online Sales• Use Twitter or Facebook to inform prospects about special promotions.• Exclusive, limited-customer/limited time offers. Goal Metrics Increase monthly sales monthly sales attributable directly to SMM Segment & Funnel: new customersIncrease % value from new customers attributable directly to campaign Increase conversions from Segment & Funnel: monthly revenue Twitter trafﬁc generated from customers from Twitter Repeat customers from that group Retain X% of new customers Unsubscribe rates

Social Media Measurements Content Platform Ratio of Posts to X Peak Conversion Resonance Opens Day Email Opens CTR Time of Day Unsubscribes RTs Day Twitter RTs @ Time of Day Recos Like Day Facebook Interactions Share Time of Day Comment Monique Trottier @BoxcarMarketing

Data is black and white• Your creativity is what makes it colourful Monique Trottier @BoxcarMarketing

Making Your Data Work for You1. Establish a baseline (before/after)2. Use Google Analytics annotations to create an activity timeline3. Overlay sales data • Frequency: Transactions/month • Reach: Net new customers • Yield: $ per transaction4. Overlay the Micro Actions that lead to sales (Conversion Precursors) • Mentions (Twitter, Blogs, FB) • Email Opens • Traffic: visitors, title- and author-specific searches • Click throughs: quality of referral traffic, CTR5. Identify patterns • Activities effect what areas? • What needs to be optimized? Monique Trottier @BoxcarMarketing

ResourcesTools for Data Visualization Monitoring Tools• TableauSoftware.com • Google alerts • Twitter saved searchesTools for Competitive Research • Yahoo Pipes• TweetStats.com • Netvibes• Klout.com • Radian 6• Evaluator.virtue.com• Google ReaderAudience Research• TweepSearch.com• Facebook Ads Monique Trottier @BoxcarMarketing

Ask me about this stuff.• Download this presentation Monique Trottier @boxcarmarketing monique@boxcarmarketing.com

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BookNet Tech Forum: Beyond Fans and Followers, Measuring the Success of Online Marketing Campaigns

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BookNet Tech Forum: Beyond Fans and Followers, Measuring the Success of Online Marketing Campaigns — Presentation Transcript