Social Media ROI: Addressing the Attribution Problem

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  • Eric doing the intro.
  • Eric doing the intro.
  • Eric quickly explains the data source for the next few slides.
  • Eric - We’ve walked through a few examples that illustrate how data can drive social media marketing performance and – more importantly – marketing decisions. But we’re just talking about aggregates. The story gets more interesting when you start to look at your data in a similar fashion.
  • Social Media ROI: Addressing the Attribution Problem

    1. 1. Social ROI: It’s the Attribution, Stupid. <br />Social media marketing drives conversions…you just might not know it yet.<br />Presented September 29, 2011 at Digital East<br />
    2. 2. @argylesocial@ericboggs<br />
    3. 3. First, Some Algebra:<br />Social Media Marketing = Marketing<br />Marketing = Driven By Outcomes<br />If A=B & B=C, then A=C.<br />
    4. 4. Social is problematic because…<br />It happens in real-time.<br />It involves massive amounts of content.<br />…<br />It happens at the tippy-top of the funnel.<br />It isn’t a direct CTA channel.<br />
    5. 5. Social is problematic because…<br />It happens in real-time.<br />It involves massive amounts of content.<br />…<br />It happens at the tippy-top of the funnel.<br />It isn’t a direct CTA channel.<br />The biggest challenge facing social media marketers is connecting the dots from input to output.<br />
    6. 6. Conversion Trackin’ Ain’t Easy<br />Two Types of Marketing Channels<br />Intent Generating channels build consumer awareness and interest, creating an intention to purchase a product.<br />Intent Harvesting channels capture consumer intent to purchase and drive them to the cash register.<br />Two Types of Conversion Tracking<br />Multi-touch tracking attributes revenue to all of the channels that touched the consumer on their path through the funnel.<br />Last-touch tracking attributes all of the revenue for a purchase to the last channel that touched the customer prior to the sale.<br />
    7. 7. You (Probably) Under-Report Social<br />Day 0: Person follows your Co on Twitter.<br />Day 0 – 30: Person clicks, socializes, etc.<br />Day 30: Person makes buying decision, Googles your Co, clicks an ad, converts.<br />You chalk up a conversion to Google.<br />Your social media team gets the shaft.<br />
    8. 8. For example…<br />Google Analytics shows 178 social <br />media “assisted conversions” for<br />a time period…<br />…but we tracked over 1,100 socially <br />Influenced conversions for the same <br />chunk of time.<br />
    9. 9. For example…<br />Google Analytics shows 178 social <br />media “assisted conversions” for<br />this time period…<br />Scenario 1: Someone gets fired.<br />Scenario 2: Someone is a hero.<br />…but we tracked over 1,300 socially <br />Influenced conversions for the same <br />chunk of time.<br />
    10. 10. Curation Complicates Things…<br />“Curation comes up when search stops doing everything people want it to do. It comes up when people realize it isn’t just about information seeking, it’s also about synchronizing a community.”<br />Clay Shirky<br />
    11. 11. A Delicious Slice of Argyle User Data<br />Aggregated and anonymous<br />December 2010 through May 2011<br />70k+ posts<br />381 organizations; all industries, all sizes<br />
    12. 12. Balanced Curation Drives Conversions<br />Promoters: link to their own site more than 50% of the time. <br />Balanced: link to their own site between 25% and 50% of the time.<br />Curators: link to their own site less than 25% of the time.<br />
    13. 13. Balanced Curation Drives Conversions<br />Your curation efforts are moving the needle…you just don’t know it.<br />
    14. 14. Three Easy To-Dos:<br />Aggregate your publishing efforts.<br />Make it a habit to share smart links.<br />Activate Multi-Channel Funnels in GA.<br />
    15. 15. Thank you very much.<br />Slides at http://ar.gy/digeast<br />Eric Boggs<br />@ericboggs<br />http://argylesocial.com<br />

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