Game, Set, ROI:
Developing a
Winning Search
and Social Strategy
Who We Are
Michelle Stinton Ross
Social Marketing Manager
Offers.com
@SocialMichelleR
Thom Craver
VP, Development & IT
Int...
What’s Going on Here?
“What networks are we on?”
“Are we doing it right?”
“How do we know if this is working?”
“Did we mee...
Where to Begin?
What Most Social
Looks like...
Action Reaction
Non-Financial
Impact
How Social Is Measured
Investmen
t
Action Reaction
Non-
Financial
Impact
Financial
Impact
Return on
Investment Factors
What do you measure?
Visitor Engagement Formula?
ENGAGEMENT =
page views/visit
+ 2x (page views/repeats)
+ RSS Subscriptions
+ 2x Video views
+...
ENGAGEMENT
• What is it REALLY?
• On site
• Page visit?
• Customer log in?
• Blog comment?
• On social
• Like?
• Retweet?
...
ENGAGEMENT
Are you in business to
get warm fuzzy hugs
or make money?
Let’s get REAL, people!
ENGAGEMENT
Vanity metrics are the
numbers that make you feel
good.
Business metrics are the
numbers that indicate you’re
m...
Pass the SO WHAT Test
VANITY METRICS
What the hell is this?
Like… a Bounce Rate?
Measure… Bounce?
BUSINESS METRICS
Measuring Social ROI – Cha-
Ching!
Revenue Generation
• Online sales
• Paid subscriptions
• Ad Impressions/Clicks
Cost Sav...
Where SEO & Social
Meet
Search visitors and Social visitors
• Have completely different mindsets
• Use widely different de...
20 Built-In Segments
• Direct Traffic
• Non-Paid Search Traffic
• Paid Search Traffic
• Referral Traffic
• Search Traffic
...
Segmenting Visitors
By Channel
• Facebook
• Google+
• Twitter
• Pinterest
• YouTube
Behavior / User Preference
• App usage...
Hi, Thom!
The minute you signed up, you became visible
on our "New trials" widget.
But currently we're a bit worried to se...
Are you measuring
EVERYthing?
Conversion Path
1ST VISIT
VISIT 2
(ASSIST)
VISIT 3
(ASSIST)
VISIT 4
(LAST
TOUCH)
CONVERSION!
Time Lag
How many days
have p...
Multi-Channel: Attribution
Models
Last-Touch Attribution 0% 0% 100%
First-Touch Attribution 100% 0% 0%
Linear Attribution ...
Fluff, Stuff, &
Getting the Job Done
Fluff, Stuff, &
Getting the Job Done
Final Thoughts…
• Create a strategy based on business objective metrics
• Best tools: Analytics and Your Brain!
• Just bec...
Thank you! Q & A
Michelle Stinton Ross
Social Marketing Manager
Offers.com
@SocialMichelleR
Thom Craver
VP, Development & ...
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Game, Set, ROI: Developing a Winning Search and Social Strategy ClickZ Live NY

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Search and social metrics (and strategies to accomplish them) depend heavily on the tools used. This session will explore basic metrics, segmentation of these metrics, correlation to business objectives, and how these elements relate to attribution.

In this session, you will learn:

How search and social interpret various SEO, social, and site metrics like traffic, referral data, and conversions.
How to uncover both onsite and distribution-channel strategies from the data.
How to get the most out of various paid and free tools.

Published in: Marketing, Business, Technology
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  • “Closers” … “Influencers” … “Introducers” …

    Splitting the Difference One form of linear attribution model suggests each channel’s interaction receives equal credit toward converting the visitor. Other models work similarly, but may heavily weight the first touch, last touch or even both touches. Some position-based models assign 40% of the credit to the first touch, 40% to the last touch and then splits the remaining 20% credit to the channels in the middle.
  • Game, Set, ROI: Developing a Winning Search and Social Strategy ClickZ Live NY

    1. 1. Game, Set, ROI: Developing a Winning Search and Social Strategy
    2. 2. Who We Are Michelle Stinton Ross Social Marketing Manager Offers.com @SocialMichelleR Thom Craver VP, Development & IT Internet Marketing Ninjas @ThomCraver
    3. 3. What’s Going on Here? “What networks are we on?” “Are we doing it right?” “How do we know if this is working?” “Did we meet our goals?” “What ARE our goals?!”
    4. 4. Where to Begin?
    5. 5. What Most Social Looks like... Action Reaction Non-Financial Impact
    6. 6. How Social Is Measured Investmen t Action Reaction Non- Financial Impact Financial Impact Return on Investment Factors
    7. 7. What do you measure?
    8. 8. Visitor Engagement Formula? ENGAGEMENT = page views/visit + 2x (page views/repeats) + RSS Subscriptions + 2x Video views + Likes + Tweets + (Google +1’s / 2) Image credit: neverhurtno1.deviantart.com
    9. 9. ENGAGEMENT • What is it REALLY? • On site • Page visit? • Customer log in? • Blog comment? • On social • Like? • Retweet? • +1? • Pin? • Comment? © Kozak2008
    10. 10. ENGAGEMENT Are you in business to get warm fuzzy hugs or make money? Let’s get REAL, people!
    11. 11. ENGAGEMENT Vanity metrics are the numbers that make you feel good. Business metrics are the numbers that indicate you’re making money.
    12. 12. Pass the SO WHAT Test
    13. 13. VANITY METRICS
    14. 14. What the hell is this?
    15. 15. Like… a Bounce Rate?
    16. 16. Measure… Bounce?
    17. 17. BUSINESS METRICS
    18. 18. Measuring Social ROI – Cha- Ching! Revenue Generation • Online sales • Paid subscriptions • Ad Impressions/Clicks Cost Savings: • PDF Downloads • Data, Demographics
    19. 19. Where SEO & Social Meet Search visitors and Social visitors • Have completely different mindsets • Use widely different devices • Have different demands on their time & attention
    20. 20. 20 Built-In Segments • Direct Traffic • Non-Paid Search Traffic • Paid Search Traffic • Referral Traffic • Search Traffic • Bounced Visits • Non-bounce Visits • Single Visit Users • Multi-visit Users • New Users • Returning Users • Converters • Visits with Conversion • Visits with Transactions • Performed Site Search • Made a Purchase • Mobile & Tablet Traffic • Mobile Traffic • Tablet and Desktop Traffic • Tablet Traffic
    21. 21. Segmenting Visitors By Channel • Facebook • Google+ • Twitter • Pinterest • YouTube Behavior / User Preference • App usage • In-app decisions • Landing page • Multiple campaigns • Starts, Completions
    22. 22. Hi, Thom! The minute you signed up, you became visible on our "New trials" widget. But currently we're a bit worried to see you on the "Trial users that have only logged in once" dashboard. Understand Visitor Behavior
    23. 23. Are you measuring EVERYthing?
    24. 24. Conversion Path 1ST VISIT VISIT 2 (ASSIST) VISIT 3 (ASSIST) VISIT 4 (LAST TOUCH) CONVERSION! Time Lag How many days have passed from first visit to last.
    25. 25. Multi-Channel: Attribution Models Last-Touch Attribution 0% 0% 100% First-Touch Attribution 100% 0% 0% Linear Attribution 33.3% 33.3% 33.3% Combination Models 40% 20% 40%
    26. 26. Fluff, Stuff, & Getting the Job Done
    27. 27. Fluff, Stuff, & Getting the Job Done
    28. 28. Final Thoughts… • Create a strategy based on business objective metrics • Best tools: Analytics and Your Brain! • Just because you CAN measure it, Doesn’t mean you SHOULD!
    29. 29. Thank you! Q & A Michelle Stinton Ross Social Marketing Manager Offers.com @SocialMichelleR Thom Craver VP, Development & IT Internet Marketing Ninjas @ThomCraver

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