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.
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Game, Set, ROI: Developing a Winning Search and Social Strategy ClickZ Live NY
- 1. Game, Set, ROI: Developing a Winning Search and Social Strategy
- 2. Who We Are Michelle Stinton Ross Social Marketing Manager Offers.com @SocialMichelleR Thom Craver VP, Development & IT Internet Marketing Ninjas @ThomCraver
- 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?!”
- 5. What Most Social Looks like... Action Reaction Non-Financial Impact
- 6. How Social Is Measured Investmen t Action Reaction Non- Financial Impact Financial Impact Return on Investment Factors
- 7. What do you measure?
- 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. ENGAGEMENT • What is it REALLY? • On site • Page visit? • Customer log in? • Blog comment? • On social • Like? • Retweet? • +1? • Pin? • Comment? © Kozak2008
- 10. ENGAGEMENT Are you in business to get warm fuzzy hugs or make money? Let’s get REAL, people!
- 11. ENGAGEMENT Vanity metrics are the numbers that make you feel good. Business metrics are the numbers that indicate you’re making money.
- 12. Pass the SO WHAT Test
- 13. VANITY METRICS
- 14. What the hell is this?
- 15. Like… a Bounce Rate?
- 16. Measure… Bounce?
- 17. BUSINESS METRICS
- 18. Measuring Social ROI – Cha- Ching! Revenue Generation • Online sales • Paid subscriptions • Ad Impressions/Clicks Cost Savings: • PDF Downloads • Data, Demographics
- 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 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. Segmenting Visitors By Channel • Facebook • Google+ • Twitter • Pinterest • YouTube Behavior / User Preference • App usage • In-app decisions • Landing page • Multiple campaigns • Starts, Completions
- 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
- 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. 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. Fluff, Stuff, & Getting the Job Done
- 27. Fluff, Stuff, & Getting the Job Done
- 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. Thank you! Q & A Michelle Stinton Ross Social Marketing Manager Offers.com @SocialMichelleR Thom Craver VP, Development & IT Internet Marketing Ninjas @ThomCraver
Editor's Notes
- “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.