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- 1. Measure What Matters: A Better Approach to Social Attribution Jessica Gilmartin Adam Singer
- 2. What is the ROI of social?
- 4. What is performance? How do we measure it?
- 6. FPO.. If like get higher res image
- 7. Social attribution series Webinar 1 – July 16 @ 10 am PT Webinar 2 – August 6 @ 10 am PT Hangout on Air – August 21 @ 10 am PT
- 8. Today’s speakers Jessica Gilmartin Adam Singer Adam Kuznia Wildfire by Google Google Analytics Maryland Live! Casino
- 9. Today’s agenda The problem The solution Maryland Live! Casino’s story
- 13. 1 in 4 search results for the World’s Top 20 largest brands are links to user-generated content CHECK BLOGS SEARCH STIMULUS PURCHASE 81% of people report that READ REVIEWS NETWORK 57% of people posts by peers influence their purchase decisions SHARE VIDEOS talk more online than they do in “real life”
- 14. Consumers seek recommendations from social connections at all stages of the purchase funnel Awareness 0.58 Read posts about brands, products or services Visit the official page on a social media site 0.51 Research / Consideration 0.48 Search after reading about it on social media Pay attention to recommendations from my connections 0.47 Read user/buyer reviews on store websites or review sites Advocacy Rate brands, on store websites or on other sites Recommend after searching on a search engine Post comments on social media after purchase Base: All U.S. social media users, n =1,632. Q32:How often do you interact in each of the following ways with brands, products or services through social media? 0.59
- 15. Social media is valued but not well measured; rarely seen as a performance channel Social marketing is unlikely to produce ROI. Why invest more? Social marketing is basically free. Let’s keep it that way. 3 % 15% 20% Social marketing is producing a measurable ROI. Let’s continue to invest in this tactic. Source: Marketing Sherpa (May 2011) Social Media Report 62% Social marketing is a promising tactic that will eventually produce ROI. Lets invest but do it conservatively.
- 16. Challenges to social measurement 1. Media landscape is fragmented 2. Social data isn’t tied to outcomes 3. Referrer data is inaccurate
- 17. Media landscape is fragmented
- 20. 20
- 21. Bringing digital and social together digital social
- 22. The solution
- 23. Google Analytics
- 24. Develop a comprehensive measurement plan 1. Determine business objectives
- 25. Develop a comprehensive measurement plan 1. Determine business objectives 2. Define your strategy & tactics
- 26. Develop a comprehensive measurement plan 1. Determine business objectives 2. Define your strategy & tactics 3. Identify key stakeholders
- 27. Develop a comprehensive measurement plan 1. Determine business objectives 2. Define your strategy & tactics 3. Identify key stakeholders 4. Categorize channels & segments
- 28. Develop a comprehensive measurement plan 1. Determine business objectives 2. Define your strategy & tactics 3. Identify key stakeholders 4. Categorize channels & segments 5. Set holistic KPIs
- 29. Social Reports in Google Analytics Tie real dollar amounts to your social marketing $113,037.50 20,358 Conversions $48,762.25 11,003 Assisted Social Conversions $8,687.00 2,375 Last Interaction Social Conversions
- 30. Six reports provide a comprehensive view of value Overview Plugins Immediately identify the impact of social on your business goals Observe how site visitors interact with social plugins Sources Visitor Flow Learn which networks are important to your business See which initial paths that visitors from social networks take Conversions Pages See which social sources are most effective in driving conversions Learn which content is shared the most, and how
- 31. Conversion Report Link social impact to metrics you care about See conversion rate by social network and the monetary value each network generates Measure direct and socially assisted conversions to gain a more accurate value Define the goals and metrics important to your business – choose from engagement or ecommerce
- 32. Social Sources Expansive view with 400+ social sources View engagement and conversion metrics for each social network View how people interact with your content See a more complete picture of the social channel – and then value the whole segment
- 33. Social Plugins Identify the content good enough to share Find the most engaging content and which social buttons - for example Google +1, - are being clicked to share it.
- 34. Wildfire – Google Analytics integration Custom link tracking to understand which social pages and posts drive website conversions
- 35. [Demo]
- 42. Tips from Maryland Live! Casino • Always get an email address • Experiment with content • Have a plan for your data
- 43. Key Takeaways • Develop a measurement plan • Use the right measurement tools • Make the most of your data
- 44. Join us August 6 Register at www.wildfireapp.com Social Data Intelligence: Aligning Social & Enterprise Data for Strategic Advantage Tuesday, August 6 10 am PT / 1 pm ET Susan Etlinger Altimeter Group
- 45. Thank you Follow Wildfire and Google Analytics for the latest: Wildfire: www.wildfireapp.com + Wildfire Google Analytics www.google.com/analytics + GoogleAnalytics
- 46. Q& A