Your SlideShare is downloading. ×
Metrics Madness: Social & Digital Media Measurement & ROI
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Metrics Madness: Social & Digital Media Measurement & ROI

336

Published on

Overwhelmed trying to figure out what social media measurement tools to use? Wondering how the heck you can prove the ROI of online media to your boss? This is a summary of a full-day course called …

Overwhelmed trying to figure out what social media measurement tools to use? Wondering how the heck you can prove the ROI of online media to your boss? This is a summary of a full-day course called "Metrics Madness", delivered by online marketing expert, Tema Frank. http://frankonlinemarketing.com/speaking-training

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
336
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • http://online-behavior.com/analytics/attribution "Half the money I spend on advertising is wasted; the trouble is I don't know which half." John WanamakerOur ability to better understand the digital experience of customers requires that we measure multiple touch points with our digital assets and piece together information from a multitude of data sources. The customer experience can include any number of the following: visits to a site, paid search ads and organic search engine results, visits directed from other sites and marketing tactics such as display impressions, email marketing and social networking. It is because of this complex consumer experience that there are many ways to calculate advertising ROI and attribute "conversion credit".
  • http://www.slideshare.net/fullscreen/CMI/a-field-guide-to-the-four-types-of-content-marketing-metrics/2(if they share from your email or page, can get data for that; can’t if they simply share a link via their own email – or can you? Youd see how many clicked on that link)
  • http://www.convinceandconvert.com/social-media-measurement/6-critically-undervalued-social-media-success-metrics/ cited GroupM study
  • Quantcast.com - Only works well w huge sites (free edition); sometimes gives demographic breakdownAlexa.com – also gives some demographicsCompete.com (mainly US; free acct for 10/day),
  • Source: Web Analytics 2.0 by Avinash Kaushik
  • Nice list at http://petertrapasso.com/social-media-monitoring-tools-infographic/ (but is from 2013)
  • Transcript

    • 1. Quote source: Content Marketing Institute: Field Guide to the Four Types of Content Marketing Metrics
    • 2. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Agenda Not everything that can be counted counts, and not everything that counts can be counted. - attributed to Albert Einstein 1. Metrics Matter for Business Success 2. Goals Come First 3. Now Set Key Performance Indicators (KPIs) 4. Then Choose Online Marketing Tools 5. Ta-da! Show The ROI (Return on Investment)
    • 3. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
    • 4. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Is Social Media ROI a Fraud? More trackable than traditional advertising ROI But still not easy or 100% certain Photo credit: PhotoAtelier, on Flickr
    • 5. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com It Ain’t Easy! "Half the money I spend on advertising is wasted; the trouble is I don't know which half." John Wanamaker Must measure multiple touch points From a multitude of data sources Which activity (activities) should get the "conversion credit“?
    • 6. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Omnichannel Challenges But it must be done. More being accessed 1st or only on mobile. http://www.emarketer.com/Article/Mobile-Search-Reshapes-Path-Purchase/1010749#CL0W5dY6Om4dPCJi.99 “Matching up mobile, tablet and desktop activity so that advertisers can establish best practices remains a work in progress.”
    • 7. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Metrics Matter – Why?  To deal with complexity  Learn about your audience  Where are they?  How do they behave?  What is measured happens  Helps with SEO & other ongoing markeing improvements Photo by Bill Brooks, Flickr
    • 8. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Goals Come First
    • 9. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Takes a Team Effort Good goals have input from: CEO Marketing Sales Customer Service Operations Finance IT
    • 10. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com What are your Business Goals? Brand Awareness Customer Understanding Raving fans Leads Customer service costs Customer service response (time & quality) Customer satisfaction & retention Increase sales/profits/donations
    • 11. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com What does ROI mean to you? What are you hoping to achieve? What are the cost savings & revenue increases digital media might achieve? Could we achieve these goals without online media? How? What would that cost?
    • 12. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Who’s Your Customer? Photo credits: Man- Flickr – Tim Rodenberg; woman – Flickr – Sam Churchill; Family - TFrank
    • 13. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Think about: 1. Acquisition  From where?  Earned, Owned, & Paid considered?  Priorities for each element? Spending? 2. Behavior  Steps in ideal buyer’s journey – micro-goals, influencers  Process to buy  Can we simplify? 3. Outcomes  What outcomes = value delivered to the business bottom-line? A download? A phone call to your call center? A qualified online lead? Signing up for email promotions? People buying your product / services ? A 95% task completion rate? A 10 point lift in brand perception? Source: http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
    • 14. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Set Key Performance Indicators What KPIs will measure progress towards the goals you have set? Is it realistic to think you can collect the data? Who needs to be involved? Get their input before buying tools!
    • 15. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Categories of Metrics Consumption Sharing & Engagement Lead Generation Sales Profitability Social Media Offline Our site
    • 16. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Consumption metrics What are visitors consuming? (pages, videos, podcasts, documents, downloads, page views) What are they reading about us from other sources? What are they searching? How do these relate to sales?
    • 17. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Sharing & Engagement Metrics Likes, shares, tweets, +1s, pins Sentiment analysis (still no great tools for this) Forwarding from e-mail Inbound links (can get free from ScreamingFrog, Google Webmaster Tools, http://www.opensiteexplorer.org/ and other SEO tools) http://www.slideshare.net/fullscreen/CMI/a-field-guide-to-the-four-types-of-content-marketing-metrics/2
    • 18. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com More Social Media Metrics Social Media Conversion rate  # of audience comments/post Amplification rate  # retweets/post or shares/post Applause rate  likes, faves, +1s Share of voice  what % of mentions are yours http://www.convinceandconvert.com/social-media-measurement/6-critically-undervalued-social-media-success-metrics/ GroupM study
    • 19. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Lead Generation Metrics Form completions Downloads Email subscriptions, opens & clicks Blog subscriptions & comments Conversion rates of people who did the above vs those who didn’t  increasing over time? Bounce rates http://www.slideshare.net/fullscreen/CMI/a-field-guide-to-the-four-types-of-content-marketing-metrics/2
    • 20. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Sales Metrics Conversion rates Impact on offline sales Customer retention Order frequency Average order size/price
    • 21. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Profitability Metrics Cost/lead Revenue/lead Customer service costs (declining?) # of sales per sales rep Returns rate Online ad campaign profitability
    • 22. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com You Thought That Was Tough… Now for the How
    • 23. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Process Now you have decided what to measure, so how will you do it? Determine IT and systems needs Create implementation plan Train & implement Maintain, measure & refine
    • 24. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Costs Time (especially for social media!) Tools Learning curve/training Social media advertising (increasingly important)
    • 25. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Tools Tools for: Data Gathering & Posting Data Analysis Testing & Refinement Lots of overlap Photo by Tony Hall, Flickr
    • 26. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com The Basics What do you really need? What budget range? Timing Extensibility IT participation needed? Likelihood of vendor survival
    • 27. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Multi-Channel Challenges 55% of online retail activity occurring through mobile devices(comScore)  How track behavior across multiple channels? Many mobile devices and apps don’t even support cookies Facebook: 48% of Daily Active Users and 49% of Ad Revenue Come from Mobile (http://socialmediatoday.com/socialbarrel/1883521/facebook-says-48-percent-daily-active-users- and-49-percent-ad-revenue-come-mobi)
    • 28. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Think Multi-platform Google now has cross-device analytics  Must have the User-ID feature implemented Only catches users who are signed in to Google That may be representative enough of your target markethttp://online-behavior.com/analytics/cross-device
    • 29. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Types of attribution Last click First click Even Store (physical world) vs digital world – who gets credit? How to share it?
    • 30. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Data Gathering & Posting Tools Photo by Alan, Flickr
    • 31. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Data Gathering Tools Google Analytics Google Webmaster Tools (especially for keywords, now that no longer in basic Analytics) Competitive Research Tools Social Sign-in Lots of Social Listening Tools
    • 32. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com What’s the Competition Doing? Find out what they are doing on: Their own site Social media of all types (including YouTube) Advertising
    • 33. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Competitor research tools Free at basic level: Quantcast.com Alexa.com Compete.com Google Trends (See also “social listening tools”)
    • 34. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Social Listening Tools HootSuite – great for posting too Tweetreach – reach, impressions, activities Social Mention - Strength, Passion, Sentiment and Reach (for comp analysis too) Addictomatic – includes Bing & more Bottlenose.com – fun to watch Klout – influence score  & more…
    • 35. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com More free tools Facebook Insights [don’t just “boost post”; you want your investment going to likely prospects] Twitter Analytics YouTube Pinterest Etc. … Almost all platforms have analytics
    • 36. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Handy Posting Tools Bitly – link shortener Buffer – for multi-platform posting http://hashtagify.me/ – to find out which to use
    • 37. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Analysis Tools Creative Commons photo of Sigmund Freud
    • 38. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Enough to drive you crazy!! Review of 50 tools at http://socialmediatoday.com/pamdyer/1458746/50-top-tools- social-media-monitoring-analytics-and-management-2013 HubSpot – also a CRM tool Domo.com - expensive SproutSocial – free trial; after that, $59/user/mo up to $1500) Radian 6 – for big co’s (prices start at $12K/yr) Mention.net, Sysomos, Viralheat - For measuring social conversations True Social Metrics (just for social media; has free trial; will also analyze competitors)
    • 39. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com More Tools Simply Measured (has several free reports to test out) UberVu (no free trial) SocialBakers (also has free data on top brands & pages, by country) has a free trial of competitive intelligence and social media measurement – looks pretty easy to use (basic is $120/month) Quintly – nice layout; has free trial; good for competitive analysis too
    • 40. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Tools Will Change Remember to match what they can do with what you need to: Measure the KPIs you selected, in order to: Accomplish the goals you set
    • 41. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Ask the Vendor 1. Difference between your tool and free tools? 2. How do you capture the data? 3. What is the Total Cost of Ownership? 4. What is in your free support? What is in paid? 5. Segmentation capabilities? 6. Export formats? 7. Data integration with other tools? 8. Two new features/tools/acquisitions on the horizon? 9. Why did your last two clients you lost cancel? Can we talk to them? Source: Web Analytics 2.0 by Avinash Kaushik
    • 42. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Google Analytics Google Analytics Academy has great free videos; watch & learn 1. Install Universal Analytics 2. Set Conversion Goals 3. Set Filters  Exclude yourselves
    • 43. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Setting Goals in GA 4 types of goals:  Destination Thank You or confirmation page Funnel goals – where losing them?  Duration  Pages/Screens per visit  Event (e.g. viewed video) Goal $ values helpful for ROI https://analyticsacademy.withgoogle.com/course01/unit?unit=4&lesson=4
    • 44. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Testing & Refinement Photo by Sean MacEntee on Flickr
    • 45. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Correlation vs Causality What else might explain the changes? How do you separate out the effects? Image from http://www.thevisualeverything.com/2011/12 /problem-online-graphs-charts-correlation- causation/
    • 46. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com A/B Testing & More Test many things! (But not all at once) Test often! Test hypotheses Visual Website Optimizer (free) Google Content Experiments (free)
    • 47. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Return on Investment ROI = Investment – Revenues Investment Investment includes: Staff costs Overhead that can be attributed to that medium or effort Outsourcing costs, e.g. design, hosting, subscriptions, software, tools
    • 48. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Essential Tools Google Analytics Hootsuite or equivalent Buffer or equivalent Bit.ly or equivalent A/B Testing tool
    • 49. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Future?  Better in-store tracking & linking with online channels  Real-time data, sync’d across channels  Give shoppers incentive to let you access their data (cell phone or face triggered) as soon as they enter your store (or are even near it)  E.g http://www.shopperception.com/ for in-store shopper tracking (video)
    • 50. Thank You

    ×