Explores the concepts to the analytic behind developing a conversion funnel for social media marketing. Two different types of conversion funnels are explored as well as specific stages in the conversion process that must be captured to ensure that Social Marketing effort can properly calcluate, measure and assign ROI value. By exploring the customer experience, and recording specific stages of the social engagement only then can ROI be calculated and measured.

1. The Social Media Funnel
or
How I Met My Customer
Presented by: Alan K’necht
@aknecht

2. Social Marketing = A Fire
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3. HOW DID YOU GET THEM TO THE FIRE?
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4. The Two Funnels
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5. Funnel 1: The Quick Score
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6. Quick Score
No Longer Term Happiness
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7. One Night Stand Analytics
• Simple tagging of social links
• Last click attribution
• No long term customer value
• Instant gratification
• Easy to calculate ROI
• No second date
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8. Love At First Site
• Went for quick score
– Got 2nd, 3rd date
– Can become a long term relationship
• Need to tag and enter into CRM
– Start evaluating lifetime customer value
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9. Funnel 2:
The Long Term Relationship
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10. The Cocktail Party
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11. The Building of Trust
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12. The First Date
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13. Taking It to The Next Level
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14. The Loyal Customer
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15. Funnel Attribution
• Each step in the funnel
– Has value
– Must be given credit towards overall success
– No simple way to track
• Large volume of people across all touch points
– Get a good CRM system
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16. Reality Check
• Sometimes
– Funnel 2 can go from
– Cocktail Party to Long Term Relationship
in 1 or 2 steps
• Be prepared to measure it
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17. Thank You
Alan K’necht
alan@DigitalAlwaysMedia.com
@aknecht
Just type my name into
Google
@aknecht