Is Your Company LosingMoney on Twitter?VGC UnlimitedGangplank Avondale6/7/2013Paul VazquezHow to Calculate ROI Using Onlin...
Introductions2 #gpSocialROI1. Name2. Who I Help3. What I Help Them With4. What I Hope to Learn Today
Introduction3 #gpSocialROI
Introduction• Contact:– paul.vazquez@vgcunlimited.com– Twitter: @pvazquez32• Slides available afterward on Slideshare4 #gp...
Agenda• Introduction• Background• The problem• How to calculate marketing ROI– Measuring resource allocation– Segmenting b...
6 #gpSocialROIKey TakeawayMEASURESocialROI
Why Is This Important?• In the midst of two revolutions• At their confluence: social analytics7 #gpSocialROISocial Media D...
The Problem8 #gpSocialROIYourWebsite
The Problem9 #gpSocialROIYourWebsiteProfit
The Problem10 #gpSocialROIYourWebsiteProfit• Ecommerce
The Problem11 #gpSocialROIYourWebsiteProfit• Ecommerce• Sign ups
The Problem12 #gpSocialROIYourWebsiteProfit• Ecommerce• Sign ups• Lead generation
The Problem13 #gpSocialROIYourWebsitePaidAdvertisingProfit
The Problem14 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaProfit
The Problem15 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketing Profit
The Problem16 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…Profit
The Problem17 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
The Problem• Maximize profit• Deciding how to allocate resources to:– Paid advertising– Social media– Email marketing– SEO...
3 Measurements19 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
3 Measurements20 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
3 Measurements21 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
3 Measurements22 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
Resource Allocation23 #gpSocialROI• Track time– Toggl– Other tools
Resource Allocation24 #gpSocialROI• Track time– Toggl– Other tools• Convert time to money
Resource Allocation25 #gpSocialROI• Track time– Toggl– Other tools• Convert time to money• Track money spent– Cost of mate...
Resource Allocation26 #gpSocialROI• Track time– Toggl– Other tools• Convert time to money• Track money spent– Cost of mate...
Resource Allocation27 #gpSocialROI• Track time– Toggl– Other tools• Convert time to money• Track money spent– Cost of mate...
3 Measurements28 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
3 Measurements29 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
Analytics Tools30 #gpSocialROI
Analytics Tools31 #gpSocialROI
Channel Segmentation32 #gpSocialROI• Automatically tags:– Adwords– Search– Referral
Channel Segmentation33 #gpSocialROI• Automatically tags:– Adwords– Search– Referral• Difficult to segment:– Social– Email•...
URL Builder34 #gpSocialROIhttps://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
URL Builder35 #gpSocialROIURL BuilderUniqueURLLandingURLSourceMediumName
Campaign Tracking36 #gpSocialROITraffic Sources >> Sources >> Campaigns
3 Measurements37 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
3 Measurements38 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
Conversion Tracking39 #gpSocialROI• Two main types of conversion tracking• Goals– Destination– Events– Pages per visit– Vi...
Conversion Tracking40 #gpSocialROI• View traffic source value:– Traffic Sources >> Overview >> [Traffic Source Option]– Cl...
3 Measurements41 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
Putting It All Together42 #gpSocialROI• Value from each traffic source = Return• Value of time + cost of marketing = Inves...
Now What?43 #gpSocialROI• Allocate resources based on ROI• Reap the rewards!
Going Deeper44 #gpSocialROI• Further Segmentation:• Social / Email– Split test campaigns• Paid advertising– Split by keywo...
45 #gpSocialROIKey TakeawayMEASURESocialROI
46Questions?#gpSocialROI
How did I do?47#gpSocialROI#gpSocialROI
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Is Your Company Losing Money on Twitter? How to Measure Social ROI

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Many small businesses are spending a lot of money online to market their products and services, but are they getting a positive return on their investment? Learn how to track ROI--not just traffic--for a variety of online marketing channels, including email marketing, social media marketing, and paid campaigns. You will learn how to implement the analytics needed to measure marketing ROI, helping you optimally allot your marketing time and money to maximize your results.

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  • Is Your Company Losing Money on Twitter? How to Measure Social ROI

    1. 1. Is Your Company LosingMoney on Twitter?VGC UnlimitedGangplank Avondale6/7/2013Paul VazquezHow to Calculate ROI Using Online Marketing Analytics
    2. 2. Introductions2 #gpSocialROI1. Name2. Who I Help3. What I Help Them With4. What I Hope to Learn Today
    3. 3. Introduction3 #gpSocialROI
    4. 4. Introduction• Contact:– paul.vazquez@vgcunlimited.com– Twitter: @pvazquez32• Slides available afterward on Slideshare4 #gpSocialROI
    5. 5. Agenda• Introduction• Background• The problem• How to calculate marketing ROI– Measuring resource allocation– Segmenting by channel– Measuring conversion value• Going further5 #gpSocialROI
    6. 6. 6 #gpSocialROIKey TakeawayMEASURESocialROI
    7. 7. Why Is This Important?• In the midst of two revolutions• At their confluence: social analytics7 #gpSocialROISocial Media Data Analytics
    8. 8. The Problem8 #gpSocialROIYourWebsite
    9. 9. The Problem9 #gpSocialROIYourWebsiteProfit
    10. 10. The Problem10 #gpSocialROIYourWebsiteProfit• Ecommerce
    11. 11. The Problem11 #gpSocialROIYourWebsiteProfit• Ecommerce• Sign ups
    12. 12. The Problem12 #gpSocialROIYourWebsiteProfit• Ecommerce• Sign ups• Lead generation
    13. 13. The Problem13 #gpSocialROIYourWebsitePaidAdvertisingProfit
    14. 14. The Problem14 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaProfit
    15. 15. The Problem15 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketing Profit
    16. 16. The Problem16 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…Profit
    17. 17. The Problem17 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
    18. 18. The Problem• Maximize profit• Deciding how to allocate resources to:– Paid advertising– Social media– Email marketing– SEO– Etc.• Subject to the constraints of finite:– Time– Money18 #gpSocialROI
    19. 19. 3 Measurements19 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
    20. 20. 3 Measurements20 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
    21. 21. 3 Measurements21 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
    22. 22. 3 Measurements22 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
    23. 23. Resource Allocation23 #gpSocialROI• Track time– Toggl– Other tools
    24. 24. Resource Allocation24 #gpSocialROI• Track time– Toggl– Other tools• Convert time to money
    25. 25. Resource Allocation25 #gpSocialROI• Track time– Toggl– Other tools• Convert time to money• Track money spent– Cost of materials– Cost of employees or consultants
    26. 26. Resource Allocation26 #gpSocialROI• Track time– Toggl– Other tools• Convert time to money• Track money spent– Cost of materials– Cost of employees or consultantsFor each channel!
    27. 27. Resource Allocation27 #gpSocialROI• Track time– Toggl– Other tools• Convert time to money• Track money spent– Cost of materials– Cost of employees or consultantsValue of Time + Cost of Marketing = InvestmentFor each channel!
    28. 28. 3 Measurements28 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
    29. 29. 3 Measurements29 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
    30. 30. Analytics Tools30 #gpSocialROI
    31. 31. Analytics Tools31 #gpSocialROI
    32. 32. Channel Segmentation32 #gpSocialROI• Automatically tags:– Adwords– Search– Referral
    33. 33. Channel Segmentation33 #gpSocialROI• Automatically tags:– Adwords– Search– Referral• Difficult to segment:– Social– Email• Solution:– URL Builder
    34. 34. URL Builder34 #gpSocialROIhttps://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
    35. 35. URL Builder35 #gpSocialROIURL BuilderUniqueURLLandingURLSourceMediumName
    36. 36. Campaign Tracking36 #gpSocialROITraffic Sources >> Sources >> Campaigns
    37. 37. 3 Measurements37 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
    38. 38. 3 Measurements38 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
    39. 39. Conversion Tracking39 #gpSocialROI• Two main types of conversion tracking• Goals– Destination– Events– Pages per visit– Visit duration• EcommerceGoals info:https://support.google.com/analytics/answer/1012040?hl=en&ref_topic=1007030Ecommerce info:https://support.google.com/analytics/answer/1037249?hl=en&ref_topic=1037061
    40. 40. Conversion Tracking40 #gpSocialROI• View traffic source value:– Traffic Sources >> Overview >> [Traffic Source Option]– Click “Ecommerce” or “Goal Set”
    41. 41. 3 Measurements41 #gpSocialROIYourWebsitePaidAdvertisingSocialMediaEmailMarketingEtc…ProfitYourYour
    42. 42. Putting It All Together42 #gpSocialROI• Value from each traffic source = Return• Value of time + cost of marketing = InvestmentROI =InvestmentReturn
    43. 43. Now What?43 #gpSocialROI• Allocate resources based on ROI• Reap the rewards!
    44. 44. Going Deeper44 #gpSocialROI• Further Segmentation:• Social / Email– Split test campaigns• Paid advertising– Split by keyword, ad copy, ad title, targeting• SEO– Identify the most valuable keywords and invest
    45. 45. 45 #gpSocialROIKey TakeawayMEASURESocialROI
    46. 46. 46Questions?#gpSocialROI
    47. 47. How did I do?47#gpSocialROI#gpSocialROI

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