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Justifying The Investment: Analytics for Social Media

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Justifying The Investment: Analytics for Social Media

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).

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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