MetricsProve Social Media ROI withWeb Metrics Instructor | Roger Lopez
What is a YouTube Channel?Agenda•Understanding Measurement•Understanding Where Social Fits•Understanding Social Media Leads•Case Study – RS Components•How to Get Metrics
Measurement is Mission Critical •Unfortunately, all of your ideas aren’t working •You need measurement to know the difference between success and failure •You can’t optimize what you don’t measure •Solid measurement strategies will give you the language you need to prove that social is delivering value to your management teamValue of Let’s just let the elephant out of theFacebook fan? bag…. What’s the value of a Facebook fan? A big…whopping $0
Challenges with Measurement•Confusion between measurement andmonitoring tools•There isn’t a one size fits all solution•ROI requires a connection to your CRM•Lack of understanding for how new socialmetrics relate to core business objectivesWe are really the ones that are making this so difficult…There is data available TODAY that demonstrates wheresocial is impacting the bottom line
Every Company Uses Marketing To•Increase sales volume•Increase revenue and profitability•Decrease costsWelcome to the secret language of executivesand business owners…sales, revenue and costBut where does social fit in the conversation?How can a tweet decrease cost?How can a status update increase salesvolume or revenue?
Understand where social fits Exposure How many people are listening to you or talking about your brand? The more people you put in the top of the funnel the more sales that are likely to result
Understand where social fits Influence How many influencers are in your network? How many talked about your brand? How many referred people to you? These tend to convert at rates similar to referrals from existing customers.
Understand where social fits Engagement How many people did something as a result of your social efforts? The difference between people in exposure and engagement is action. To be in the engagement category they had to take some kind of action.
Understand where social fits Conversion How many people provided their contact information? Purchased? There are two types of social media leads. The difference is important
Understanding Social Media LeadsIndirect Conversion/Soft LeadSomeone who has provided contact information for non-product based content.•Downloaded an ebook or subscribed to your newsletter These people have shown that they are interested in your CONTENT, but haven’t necessarily said they are interested in your PRODUCT. Content marketing efforts are important to identify when they take the next step to product consideration.
Understanding Social Media LeadsDirect Conversion/Hard LeadThis is someone who has directly indicated they areinterested in your product.•Attended a product webinar•Signed up for a free trial•Downloaded decision making contentProviding a variety of general content and decision making content helps youquickly differentiate leads and put sales efforts towards the leads that are mostlikely to close.
Understand where social fits Retention– How do social media leads perform as customers? Do they retain longer? Spend more? Don’t forget to track the lifecycle of the customer to understand where social media customers perform differently
RS Components Case StudyWorld’s largest supplier of electronic andmaintenance products.Target audience•Readers of eTech•Electronic manufacturer purchasers•Electronic engineersGoalSee if readers of their eTech print publication wouldconsume an online version of the magazineObectiveAdoption of an electronic version would increase reachwhile decreasing print costs
RS Components Case StudyThe Test1.Created a hip YouTube video promoting a eTech iPad app2.Promoted the video through various company socialmedia channels around the worldThe Result289% increase in total impressions169% increase in engagement1453% increase in soft leads generated44% decrease in cost per soft lead
RS Components Case StudyThe Result•Top 100 most downloaded apps in the UK•Top 10 most downloaded lifestyle apps in the UK•Top 200 most downloaded apps worldwideCase Study available at:http://bit.ly/IOXv9U
How To Get MetricsThe Tools1.Google Analytics2.HootSuite ProThe Process1.Add Google Analytics to Your Site2.Add Goals and Funnels to IdentifyConversion Points
How To Get MetricsThe Process1.Integrate GoogleAnalytics with HootSuite–Click on Analytics–Click on Quick Analytics–Click on Google Analytics–Select Add Google Profile
How To Get MetricsThe Process1.Integrate GoogleAnalytics with HootSuite–Click on Analytics–Click on Quick Analytics–Click on GoogleAnalytics–Select Add GoogleProfile
How To Get MetricsThe Process2.Add Campaign Trackingto Shortened URLS•Type your status update•Put in your link•Click on the gear to theleft of the shrink button•Select Google Analyticsunder “Add customerURL parameters”•Add your threecampaign parameters