Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
The Proof Is In 
The Attribution 
Attributing Social Media Tactics to Off-Site Goals 
Jessica Nelson 
Elev8Social, LLC 
@J...
Hi, I’m Jessica. 
@JNels08
My Failure Story 
@JNels08
@JNels08
We’ll Cover 
• What Attribution Is 
• Strategy Overview 
• Common KPIs and Where to Get The Data 
• Attribution Examples 
...
What is attribution? 
Attribution: Assigning weight to the strategic tactics that 
make up the steps to reaching the goal....
The Problem 
Many decision makers feel they need to get socially active 
in a hurry. 
@JNels08 
REA 
DY 
AIM
Foundation: Strategy 
@JNels08
Why You Need Buy-In 
• Only 25% of CEOs said 
their reports contain the 
information they need. 
• Only 9% believe the rep...
KPIs Translated 
Business Goal 
• Be The Expert/Industry 
Thought-Leader 
• Increase Brand Awareness 
• Lead Generation/In...
Tracking KPIs on Social 
o Page Likes/Unlikes 
o Followers 
o Follower Demographics 
o Engaged Users 
o Reach (Organic and...
Facebook: 
On-Page Insights 
@JNels08
Facebook: 
Exporting Reports 
• Engaged Users 
• Reach (Organic and 
Paid) 
• Impressions (Organic 
and Paid) 
• Post/Type...
Attribution 
• Create an equation 
@JNels08 
KPI 
1 
KPI 
2 
KPI 
3 
Goal
Prove it: Become A 
Thought-Leader 
Tactic: Build library of interesting industry-related content. 
Proof: 
a. Ad clicks ...
Prove it: Increase 
Offline Sales 
Tactic: Generate Leads With An Opt-In That Pushes 
Customers to the Store/Location 
Pro...
Formatting The Report 
@JNels08 
VS
Recap 
1. Start with a solid digital strategy rooted in overall 
business goals. 
1. Identify and get buy-in on KPIs. 
1. ...
Questions? 
Need help later? Email me: 
jessica@elev8social.com 
@JNels08
Upcoming SlideShare
Loading in …5
×

The Proof is in the Attribution

766 views

Published on

How do you prove that your social media marketing campaign is working? In e-commerce, it’s easier to track how people end up with your product or services, but most businesses don’t have a product or service they sell online. On top of that, most of us are dealing with CEOs, CMOs, Owners, VPs, etc, that don’t know much about and don’t totally believe in social media. Your program – and maybe even your job – depends on the proof. We’ll quickly review strategy basics, KPIs, and the jump into tracking social analytics (especially on Facebook) and how they tie into each tactic.

Presented by Jessica Nelson, founder of Elev8Social, at State of Search 2014
www.elev8social.com

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

The Proof is in the Attribution

  1. 1. The Proof Is In The Attribution Attributing Social Media Tactics to Off-Site Goals Jessica Nelson Elev8Social, LLC @JNels08
  2. 2. Hi, I’m Jessica. @JNels08
  3. 3. My Failure Story @JNels08
  4. 4. @JNels08
  5. 5. We’ll Cover • What Attribution Is • Strategy Overview • Common KPIs and Where to Get The Data • Attribution Examples • My Failure Story @JNels08
  6. 6. What is attribution? Attribution: Assigning weight to the strategic tactics that make up the steps to reaching the goal. @JNels08
  7. 7. The Problem Many decision makers feel they need to get socially active in a hurry. @JNels08 REA DY AIM
  8. 8. Foundation: Strategy @JNels08
  9. 9. Why You Need Buy-In • Only 25% of CEOs said their reports contain the information they need. • Only 9% believe the report contained a singular version of the truth. @JNels08 bit.ly/BizLeaderStudy
  10. 10. KPIs Translated Business Goal • Be The Expert/Industry Thought-Leader • Increase Brand Awareness • Lead Generation/Increase Sales KPI • Clicks, Shares, Retweets, Web Traffic from Social • Page Likes, Mentions, Followers • Number of Opt-Ins @JNels08
  11. 11. Tracking KPIs on Social o Page Likes/Unlikes o Followers o Follower Demographics o Engaged Users o Reach (Organic and Paid) o Impressions (Organic and Paid) o Post/Type of Post Efficacy o Post Clicks o Negative Feedback o Check Ins o Website Clicks from ads • Where do you track? @JNels08 o Mentions o Comments/Likes/Shares o Retweets o Unique Views o Opt-ins • What can you track? o Facebook Insights o TweetDeck o SocialBro o Google Analytics
  12. 12. Facebook: On-Page Insights @JNels08
  13. 13. Facebook: Exporting Reports • Engaged Users • Reach (Organic and Paid) • Impressions (Organic and Paid) • Post/Type of Post Efficacy • Post Clicks • Negative Feedback • Check Ins • Ad Metrics @JNels08
  14. 14. Attribution • Create an equation @JNels08 KPI 1 KPI 2 KPI 3 Goal
  15. 15. Prove it: Become A Thought-Leader Tactic: Build library of interesting industry-related content. Proof: a. Ad clicks  Website clicks b. Increase in unique and repeat website traffic c. Shares/Retweets The Story: @JNels08
  16. 16. Prove it: Increase Offline Sales Tactic: Generate Leads With An Opt-In That Pushes Customers to the Store/Location Proof: a. Build Opt-In Campaign b. Serve Ad to Narrowly Targeted Audience c. Track Sign Ups d. Track In-Store Claims (offline) The Story: @JNels08
  17. 17. Formatting The Report @JNels08 VS
  18. 18. Recap 1. Start with a solid digital strategy rooted in overall business goals. 1. Identify and get buy-in on KPIs. 1. Use the data to tell your attribution story. 1. Know what type of report your boss/client prefers. @JNels08
  19. 19. Questions? Need help later? Email me: jessica@elev8social.com @JNels08

×