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Justifying The Investment: Analytics for Social Media

Monique Pouget
Monique Pouget

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).

Justifying The Investment: Analytics for Social Media

1 of 24
Justifying The Investment:
Analytics For Social Media
Presented by Monique Pouget | March 1, 2012
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
What I Won’t Be Doing Today




       http://bit.ly/EveryPresentationEver
Showing Sweepstakes ROI
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
Sweepstakes Management Tool




       http://www.wildfireapp.com/

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Justifying The Investment: Analytics for Social Media

  • 1. Justifying The Investment: Analytics For Social Media Presented by Monique Pouget | March 1, 2012
  • 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. What I Won’t Be Doing Today http://bit.ly/EveryPresentationEver
  • 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. Sweepstakes Management Tool http://www.wildfireapp.com/
  • 7. Sweepstakes Management Tool Microsite Facebook Tab http://www.wildfireapp.com/
  • 8. Show Me The KPIs!
  • 9. KPI #1 – Emails Total Costs / New Emails = Cost Per Email http://www.wildfireapp.com/
  • 10. KPI #2 – Social Referral Traffic Total Costs / Social Visits = Cost Per Visit http://www.google.com/analytics/
  • 11. Social Advanced Segments Shameless Plug: http://bit.ly/SocialAdvancedSegments
  • 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. KPI #3 – Website Traffic from a Link Traffic Sources > Sources > Campaigns
  • 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. KPI #5 – Banner and Facebook Ads Total Costs / Clicks = Cost Per Click http://www.facebook.com/advertising/
  • 16. KPI #6 - Entries Total Costs / Total Entries = Cost Per Entry http://www.wildfireapp.com/
  • 17. KPI #7 – Twitter Engagement Growth in Twitter followers, @mentions, ReTweets, clicks, #hashtag use http://hootsuite.com/
  • 18. KPI #8 – Facebook Engagement Growth in Facebook fans, likes, comments, wall posts, shares, clicks Facebook Page Insights
  • 19. Need More Facebook & Twitter Metrics? http://mz.cm/IntroducingSocialAnalytics
  • 20. Need More Facebook & Twitter Metrics? http://bit.ly/socialraventools
  • 21. Need More Facebook & Twitter Metrics? http://simplymeasured.com/free-social-media-tools/
  • 22. Beyond KPIs – Conversations http://storify.com
  • 23. Beyond KPIs – Informed Content
  • 24. Thank You! Questions? @MoniqueTheGeek monique@thunderseo.com www.thunderseo.com/blog bit.ly/thunderseo-smx