1. 5 Steps to Revenue-Driving
Social Media
Mike Turner Chandler Galt
Director of Business Client Relations
Development Coordinator

2. Who are we? /
Fast growing. Award winning.
Top 10 in Bay Area’s 100 Top 500 Fastest Growing
Fastest Growing Companies Private US Companies

3. Who We Are /
providing:
Search Engine Optimization
Paid Search Advertising
Display Advertising
Social Media
Website Design
Content Creation
Custom Measurement and Attribution

4. Clients /
We are experts at growing
revenue for clients with
cost-effective digital
marketing.

5. Agenda
1 State of Social Media
2 Step 1: Define your Social Media KPIs
3 Step 2: Make the Business Case with Analytics
4 Step 3: Integrate Social into your larger strategy
5 Step 4: Measure revenue contribution with Attribution
6 Step 5: Close the loop and make data-driven decisions

6. State of Social Media
90% of B2B and B2C companies have some
level of Social Media engagement
70% describe themselves as moderately to fully
engaged, and 40% “very” to “fully” engaged
90% are managing their Social Media in-house
*2012 State of Digital Marketing Survey, Webmarketing123

7. State of Social Media
Perception:
B2B marketers are far less engaged
than B2C in Social Media
Reality:
B2Bs are closing the gap. 63% of
B2Bs are engaged with social
media, vs. 70% of B2Cs
*2012 State of Digital Marketing Survey, Webmarketing123

8. State of Social Media
of companies that are active on
2/3 Facebook generate leads.
50%+
Close deals from
Facebook leads.
*2012 State of Digital Marketing Survey, Webmarketing123

9. State of Social Media
57%
Are unable to attribute ROI
from Social Media efforts.
*2012 State of Social Marketing Survey, Awareness Inc.

10. Step 1:
Define your Key Performance Indicators (KPIs)
How do you measure performance?
“Likes” and “number of followers” are not good indicators of performance.
Better to use Conversions from Social:
Purchases, email opt-ins, demo requests, shares, downloads, or time spent
on the website, etc.
Set-up “Goals” in Google Analytics for these KPIs.

11. Track KPIs over time with a Scorecard

12. Track KPIs over time with a Scorecard

13. Step 2:
Make the Business Case with Analytics
Social reports help you measure the impact
social media has on your business goals
and conversions.

14. Step 2:
Make the Business Case with Analytics
Conversions report enables social media marketing accountability -
and clearly shows how social impacts your business.
See the impact of social on your goals in simple,
ready-to-use reports
Learn what content drives conversions with social
audiences
The Conversions report can be found in the Standard Reporting tab
under Traffic Sources > Social > Conversions.

15. Step 2:
Make the Business Case with Analytics
Conversion report:

16. Step 2:
Make the Business Case with Analytics
Assisted Conversions Report:

17. Step 2:
Make the Business Case with Analytics
Assisted Conversions Report:

18. How do you calculate the value of a
Social Media Fan/Follower?

19. Step-by-Step Calculation
of the Cost of Not Having Social Media Fans/Followers
1. Amount of referral traffic from Social Networks
2. Conversion Rate
3. Social Visitor-to-Lead Rate
4. Raw Lead-to-Qualified Lead Rate
5. Qualified Lead to Closed Deal Rate
6. Average Deal Size
7. (# of Closed Deals) x (Avg. Deal Size) = Revenue Potential
Knowing the opportunity is step 1. Are you
closing the loop?

20. Step 3:
Integrate Social into Larger Digital Strategy
Buyers are 57-70% of the way through their purchase
process prior to engaging your sales reps.
Brands must have quality and
shareable content present in multiple
channels, including Social Media.

21. Step 3:
Integrate Social into Larger Digital Strategy
Leverage Social Data to better:
Understand your customer
Establish stronger relationships
Drive Content Marketing
Know what’s resonating with your
customer base and build more content
around that theme. This will also ensure
you’re ranking highly for these relevant
themes in search engines.

22. Social media is like SEO in that it is an
investment in the longer-term brand health
and in audience growth. Those lead to sales
– directly, even if we can't always
measure them directly.
.
$

23. Step 4:
Measure Revenue Contribution
Track each interaction that a customer takes with your brand on
their path to becoming a customer.
Use Full Attribution tracking to measure and assign value
to each interaction someone makes with your brand.
How? Tag all posts, shares, and content links within your
social media campaigns.
From original visit>> through conversion >> and into CRM.
http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867

24. What is Marketing Attribution?
Give credit where credit is due
Attribution is about assigning a value to a marketing action that
results in a reaction (i.e. conversion or sale) from your target (i.e.
customer).
FB Post – Don’t Conversion Visit
forget to Tag! Types your URL Directly in Browser
2 Week Break
SALE
Receives Email
First Visit Second Visit
* On average, B2B decision makers will wait two weeks after
their initial visit before converting (Google Think B2B Study)

25. 2 Introducing FACTS
Full Attribution CRM Tracking System
Allows for 360 tracking from initial keyword search to closed opportunity by uncovering data
from Google Analytics and Salesforce CRM into unified view.

26. 2 Introducers
Marketing channel that introduced prospect to website, i.e. “first
touch”

27. 2 Influencers
Visits that happened after the first click and before the final
conversion

28. 2 Conversions
Digital channel that led to form fill out, i.e. raw lead generated

29. 2 Pipeline
“Opportunities” in Salesforce that are being pursued

30. 2 Closers
“Closed won” opportunities; i.e. marketing channel that led to
closed deal

31. 2 Why Digital Marketers Need This
Full Funnel Digital Visibility
- Most marketers would
attribute sales to last
touch, i.e. “closers”

32. 2 Why Digital Marketers Need This
Full Funnel Digital Visibility
- Reality is that there are several - Most marketers would
touch points before the “closer” that attribute sales to last
influenced the purchase decision touch, i.e. “closers”

33. 2 Benefits of This Tracking
360 Tracking
<< Linkedin was the introducer, but is getting
NO credit by your current last click attribution
model.
- Ability to tie ad spend back to leads and sales.
- Allocate resources to campaigns that generate sales!

34. Step 5:
Close the loop. Make data-driven decisions.
Start refining marketing program allocation based on actual
revenue instead of just leads or conversions.
Revenue
Campaign Allocation
Opportunity
Campaign A $85,000 $ $
Campaign B $60,000 $
Campaign C $275,000 $ $ $ $

35. Key Takeaways
Tracking share of voice & other fuzzy Social Media
metrics is no longer good enough
For B2B there is a way to track ROI from Social –
Attribution!
Close the loop on measurement and get the most out
of your marketing investments

36. We invite you to…
Download:
2012 State of Digital Marketing Report
webmarketing123.com
Talk to a digital marketing expert:
SEO/PPC/Social Media Marketing
Measurement/Analytics Approach
Lead Gen Effectiveness
Email:
contact@webmarketing123.com
TEAM UP WITH AN AWARD-
WINNING AGENCY (2012)