Measuring the Effectiveness of Internet & Social Media Marketing


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One of the best parts of internet marketing is how measurable your efforts are. Unlike TV, radio or print you can see exactly how many people interacted with your brand online, what they did, what they bought, where they came from and more. This workshop explores the key features of Google Analytics as a free tool to measure the effectiveness of your internet and social media marketing plan. Topics to be covered include initial set-up, individual reports generation, establishing campaign metric goals, and analyzing reports.

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  • Good slideshow - thanks. Personally, i'm using ColibriTool for SEO measurement - which is great tool for me especially with Google Analytics integrated.
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Measuring the Effectiveness of Internet & Social Media Marketing

  1. 1. Measuring the Effectiveness ofInternet & Social Media Marketing Amanda O’Brien Hall Internet Marketing Social Media Breakfast Maine
  2. 2. Internet Marketing is the most measurable marketing around Photo credit:
  3. 3. Tie your social media goals into your business goals! Photo credit:
  4. 4. What are you participating in social media for?• Short term sales• Engage existing customers• Complement promotional campaigns• Encourage word of mouth• Brand awareness• Increase searchability• Spread news and information about your business Photo credit:
  5. 5. “Youve got to be very careful if you dont know where youre going, because you might not get there.”
  6. 6. You don’t haveto do all of this!Photo credit:
  7. 7. Let’s Measure! Photo credit:
  8. 8. Whatever you spend time on,Make sure you get more from it
  9. 9. Search Engine Optimization
  10. 10. Measuring SEO Keyword rankings Google Analytics Site traffic New and repeat visitors Referring traffic Time on site Bounce rate Website conversions
  11. 11. Measuring SEO Keyword rankings Log OUT of Google Tools: SEM Rush SEOmoz SpyFu
  12. 12. Measuring SEO Site traffic New and repeat visitors Referring traffic Time on site Bounce rate
  13. 13. Measuring SEO Website conversions
  14. 14. Measuring SEO Setting up goals and defining funnels Goal Value Name of goal – email signup, contact form filled out, purchase When visitors become customers 10% Contact Calls = Lead Define funnel – Home page to Products to About Us to Contact Us Cost per sale = $500 Value - $$ Goal = $50 Type of goal - URL Destination, Time on Site, or Pages/Visit
  15. 15. Email Marketing
  16. 16. Measuring Email Marketing ESPs tracking Opens Clicks Shares New signups Inbound traffic Redeemed coupons
  17. 17. Blogging
  18. 18. Measuring Blogging Site traffic Subscribers Popular posts Comments on the blog Inbound links Search rankings Sales Time spent
  19. 19. Measuring Blogging Inbound links Trackback Traffic sources Open Site Explorer Google Alerts
  20. 20. Social Media
  21. 21. Things you can measure• Traffic data• Fan/follower data• Interaction data• Content performance Photo credit:
  22. 22. Where is the ROI?
  23. 23. ROI is Easy Return on Investment Ratio of value received to the actual cost over a base period of time Resources x Rate = ROI Return Time spent (track it)( + )x Talent & Technology Rate Money in the bank
  24. 24. So what is the problem?High bounce rates| Low conversion rates | Low pages per visit | Fear
  25. 25. Tippy top of the sales funnel – Discovery – Powdered SugarBottom of the barrel of the sales funnel – Retention - Dough Photo credit:
  26. 26. Let’s Measure! Photo credit:
  27. 27. Fan/Follower Data
  28. 28. Traffic Data
  29. 29. Interaction data
  30. 30. Content Performance
  31. 31. URL BuilderGoogle URL Builder:
  32. 32. Social Value
  33. 33. Create Custom Reports
  34. 34. Multi-channel funnels
  35. 35. Social Interaction Analytics
  36. 36. Social Interaction Analytics
  37. 37. We still cool?
  38. 38. One Example CruiseSource and Royal CaribbeanSocial Media contest: Objective Data points • Blog post views/shares • New fans • Views/interactions • Mentions • Search rankings Summary Photo credit:
  39. 39. The Results
  40. 40. Quickest Summary EverIf you are going to put the effort in you should:• Have a plan• Measure if it works with key business metrics (not social media metrics)• Keep what works, ditch what doesn’t
  41. 41. Thank You Amanda O’Brien @amanda_pants