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Justifying The Investment: Analytics for Social Media

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Monique Pouget's presentation from SMX West 2012. In this case study, Monique walks through the different ways to show ROI from a social media promotion on Facebook and Twitter. KPIs include Cost Per Visit (CPV), Cost Per Click (CPC) and Cost Per email (CPE).

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Justifying The Investment: Analytics for Social Media

  1. 1. Justifying The Investment: Analytics For Social Media Presented by Monique Pouget | March 1, 2012
  2. 2. First Off, Who Am I? Name: Monique Pouget Twitter: @MoniqueTheGeek Title: Senior SEO & Social LinkedIn: linkd.in/mpouget Media Strategist Read My Posts: Blog Company:Thunder SEO
  3. 3. What I Won’t Be Doing Today http://bit.ly/EveryPresentationEver
  4. 4. Showing Sweepstakes ROI
  5. 5. Total Promotion Costs Prize Print Ads Banner Ads Facebook Ads Design/Copywriting Call Tracking Software Email Management Tool Sweepstakes Management Tool + Online Marketing Agency or Manual Management ------------------------------------------------ = Total Costs
  6. 6. Sweepstakes Management Tool http://www.wildfireapp.com/
  7. 7. Sweepstakes Management Tool Microsite Facebook Tab http://www.wildfireapp.com/
  8. 8. Show Me The KPIs!
  9. 9. KPI #1 – Emails Total Costs / New Emails = Cost Per Email http://www.wildfireapp.com/
  10. 10. KPI #2 – Social Referral Traffic Total Costs / Social Visits = Cost Per Visit http://www.google.com/analytics/
  11. 11. Social Advanced Segments Shameless Plug: http://bit.ly/SocialAdvancedSegments
  12. 12. KPI #3 – Website Traffic from a Link myawesomesweeps.com mywebsite.com/about- us/sweepstakes?utm_source=twitter&utm_me dium=hootsuite&utm_campaign=awesomeswe eps http://bit.ly/GoogleURLBuilder
  13. 13. KPI #3 – Website Traffic from a Link Traffic Sources > Sources > Campaigns
  14. 14. KPI #4 – Leads Phone Calls from Dynamic Call Contact Form Completions Tracked Tracking Phone Number Used with Google Analytics Goals on Sweepstakes Page Total Costs / Active Leads = Cost Per Lead
  15. 15. KPI #5 – Banner and Facebook Ads Total Costs / Clicks = Cost Per Click http://www.facebook.com/advertising/
  16. 16. KPI #6 - Entries Total Costs / Total Entries = Cost Per Entry http://www.wildfireapp.com/
  17. 17. KPI #7 – Twitter Engagement Growth in Twitter followers, @mentions, ReTweets, clicks, #hashtag use http://hootsuite.com/
  18. 18. KPI #8 – Facebook Engagement Growth in Facebook fans, likes, comments, wall posts, shares, clicks Facebook Page Insights
  19. 19. Need More Facebook & Twitter Metrics? http://mz.cm/IntroducingSocialAnalytics
  20. 20. Need More Facebook & Twitter Metrics? http://bit.ly/socialraventools
  21. 21. Need More Facebook & Twitter Metrics? http://simplymeasured.com/free-social-media-tools/
  22. 22. Beyond KPIs – Conversations http://storify.com
  23. 23. Beyond KPIs – Informed Content
  24. 24. Thank You! Questions? @MoniqueTheGeek monique@thunderseo.com www.thunderseo.com/blog bit.ly/thunderseo-smx

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