@ericboggs, @covatiargylesocial.com
Understanding the Impact
of Social Media
@argylesocial
@ericboggs
@covati
@ericboggs, @covatiargylesocial.com
Argyle Social helps marketers
understand the impact of social media.
@ericboggs, @covatiargylesocial.com
How do you understand the
impact of social media
marketing efforts today?
@ericboggs, @covatiargylesocial.com
Engagement is a core tenet of
any social media marketing
program.
@ericboggs, @covatiargylesocial.com
Engagement – and your social
media marketing efforts in
general – should eventually le...
@ericboggs, @covatiargylesocial.com
Without a commitment to
measurement, you’ll have no
idea if you’re creating value or
w...
@ericboggs, @covatiargylesocial.com
“What gets measured, gets managed.”
@ericboggs, @covatiargylesocial.com
Keyword Impression Click Visit Conversion
Offer Send Open Click Conversion
Twitter/Fac...
@ericboggs, @covatiargylesocial.com
Channel
Subscribers
Engagers
Prospects
Conversions
Engagement
drives loyalty
and repea...
@ericboggs, @covatiargylesocial.com
• Your people: Followers, Fans, Subscribers, etc.
• Extend customer relationships onli...
@ericboggs, @covatiargylesocial.com
• People that raise their hand.
• Engagement moves subscribers down the funnel.
• Metr...
@ericboggs, @covatiargylesocial.com
• People that convey interest.
• This stage may take different permutations.
• Key Met...
@ericboggs, @covatiargylesocial.com
• People that rang the register.
• Conversions should include repeat customers.
• Metr...
@ericboggs, @covatiargylesocial.com
Room For Improvement
• These steps are squishy.
• Causation is a big leap from correla...
@ericboggs, @covatiargylesocial.com
Try This Tomorrow:
• Find ways to differentiate your audience.
• Snapshot metrics that...
@ericboggs, @covatiargylesocial.com
Try This Tomorrow:
• Tip, cont’d:
– Create a new Gmail account.
– Export your email li...
@ericboggs, @covatiargylesocial.com
Try This Tomorrow:
• Publish all social content via single platform.
• Append analytic...
@ericboggs, @covatiargylesocial.com
Try This Tomorrow:
• Find your top-performing content.
• Re-schedule it for the next s...
@ericboggs, @covatiargylesocial.com
When working on other marketing
programs, ask yourself why your
social media marketing...
@ericboggs, @covatiargylesocial.com
Feedback? Questions?
(Thank you.)
Eric Boggs - eric@argylesocial.com
Adam Covati – ada...
Upcoming SlideShare
Loading in …5
×

Understanding the impact of social media

1,182 views

Published on

Understanding the impact of social media
By: Eric Boggs & Adam Covati Argyle Social

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,182
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
22
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Understanding the impact of social media

  1. 1. @ericboggs, @covatiargylesocial.com Understanding the Impact of Social Media @argylesocial @ericboggs @covati
  2. 2. @ericboggs, @covatiargylesocial.com Argyle Social helps marketers understand the impact of social media.
  3. 3. @ericboggs, @covatiargylesocial.com How do you understand the impact of social media marketing efforts today?
  4. 4. @ericboggs, @covatiargylesocial.com Engagement is a core tenet of any social media marketing program.
  5. 5. @ericboggs, @covatiargylesocial.com Engagement – and your social media marketing efforts in general – should eventually lead to dollars.
  6. 6. @ericboggs, @covatiargylesocial.com Without a commitment to measurement, you’ll have no idea if you’re creating value or wasting time.
  7. 7. @ericboggs, @covatiargylesocial.com “What gets measured, gets managed.”
  8. 8. @ericboggs, @covatiargylesocial.com Keyword Impression Click Visit Conversion Offer Send Open Click Conversion Twitter/Facebook Fans/Followers PPC Email Social
  9. 9. @ericboggs, @covatiargylesocial.com Channel Subscribers Engagers Prospects Conversions Engagement drives loyalty and repeat purchases Conversion doesn’t complete the cycle - it re-frames the relationship. Influencers may be outside the funnel The Social Funnel
  10. 10. @ericboggs, @covatiargylesocial.com • Your people: Followers, Fans, Subscribers, etc. • Extend customer relationships online. • Key Metrics: – % customers subscribed – Growth rate, growth drivers • Hack: – Ask for social connection at all customer touch-points. – Link social subscribers to email subscribers. – Quantify customers / subscribers. Subscribers
  11. 11. @ericboggs, @covatiargylesocial.com • People that raise their hand. • Engagement moves subscribers down the funnel. • Metrics: – Engagers / Subscribers – can you increase engagement? – Interactions by Content – what made people pipe up? • Hack: – Define “engagement” for your organization. – Inspect your data from different perspectives. Engagers
  12. 12. @ericboggs, @covatiargylesocial.com • People that convey interest. • This stage may take different permutations. • Key Metrics: – Interactions per prospect – Prospects by content • Hack: – Define the threshold between engager and prospect. – Use web analytics parameters to build smarter links. – Let others do the asking for you. Prospects
  13. 13. @ericboggs, @covatiargylesocial.com • People that rang the register. • Conversions should include repeat customers. • Metrics: – Revenue per content, per subscriber, per channel, per property, etc. – Lead time – from subscriber to conversion. • Hack: – Use web analytics parameters to build smarter links. – You can probably track this with existing tools. – Rinse, repeat. Conversions
  14. 14. @ericboggs, @covatiargylesocial.com Room For Improvement • These steps are squishy. • Causation is a big leap from correlation. • Attribution remains a problem. • This is still a manual process. For now… 
  15. 15. @ericboggs, @covatiargylesocial.com Try This Tomorrow: • Find ways to differentiate your audience. • Snapshot metrics that reflect separate stages. • Try to move the needle week-over-week. • Tip: Channel Subscribers Engagers Prospects Conversions
  16. 16. @ericboggs, @covatiargylesocial.com Try This Tomorrow: • Tip, cont’d: – Create a new Gmail account. – Export your email list, import to Contacts. – Use the Contact finder on Twitter/Facebook/etc. to find your customers. – Count / Follow / Engage / Etc.
  17. 17. @ericboggs, @covatiargylesocial.com Try This Tomorrow: • Publish all social content via single platform. • Append analytics parameters to your links. • Track the impact of your content. • Tip: – Link bit.ly with Tweetdeck across your team. – More? Check out Argyle, Spredfast, CoTweet.
  18. 18. @ericboggs, @covatiargylesocial.com Try This Tomorrow: • Find your top-performing content. • Re-schedule it for the next several months. • Thank me later. – Tip of the hat: Phil Buckley • Tip: – Vary timing to determine if it is significant. – Make sure to segment tracking data.
  19. 19. @ericboggs, @covatiargylesocial.com When working on other marketing programs, ask yourself why your social media marketing programs don’t have the same rigorous approach.
  20. 20. @ericboggs, @covatiargylesocial.com Feedback? Questions? (Thank you.) Eric Boggs - eric@argylesocial.com Adam Covati – adam@argylesocial.com

×