Thinking Outside the Box Professional Development Seminar Social Marketing: Measuring ROI presented by the Florida Public Relations Association, Pensacola Chapter

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Paramore | the digital agency

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Social Networking Measuring ROI Measuring ROI ,[object Object]

We're a full-service interactive agency in Nashville with happy and successful clients all across America.

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Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

I’m trying to gain credibility through logos.

Social NetworkingMeasuring ROI SlideShare.net/ParamoreRedd

realistic measurable key performance indicators A Good Goal is...

awareness members clients product sales service sales subscriptions new customer leads donations referrals

RETENTION AWARENESS ACQUISITION CONVERSION

Facebook Referral Traffic to tnvacation.com Month Visits Pages/Visit Total Pageviews New Visits Vacation Guide Request Electronic Guide Request 12/08 24 3.33 79.92 50% 0 0 12/09 452 2.66 1202.32 67% 0 0 12/10 463 2.4 1111.2 72% 36 7 4/11 979 2.29 2241.91 73% 13 2

2010 Facebook Twitter Flickr YouTube MySpace Blog Totals Visits 9258 487 24 17 95 233 10114 % New 72% 58% 79% 76% 87% 63% 72.5% Pageviews 19257 2683 87 49 590 888 23554 Guide Requests 575 13 0 1 6 5 600 Conversion Rate 6.21% 2.7% na 5.9% 6.3% 2.1% 6%

ACQUISITION AWARENESS RETENTION 2010 Totals $60,000 Values Visits 10,114 $20,000 $1.98 Page Views 23,554 $20,000 $0.85 Guide Requests 600 $20,000 $33.33

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More than 500 million active users 50% of our active users log on to Facebook in any given day Average user has 130 friends People spend over 700 billion minutes per month on Facebook

There are 75 Million Twitters users Worldwide 140 Million Tweets per day 7% of Americans 27 followers more educated & rich

Twitter plays an active role in purchasing decisions. 42% of Twitter users rely on this channel to learn about new products/services, and 41% of them share opinions about products/services via Twitter.

67% of Twitter users are more likely to buy brands that they "follow".

Companies that use Twitter average 2x more leads per month than those that do not.

establish yourself as an expert provide a catered message search rankings Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

PageModo.com Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Owly Aggregated Click Stats Summary Stats Clicks by Region Top Referrers Most Popular Links Compare Summary Stats Facebook Insights Snapshot Daily Likes Gender and Age Regional Stats Daily Post Feedback Daily Page Activity Compare Daily Likes Google Analytics Twitter to Web Conversion Regional Site Traffic - Map Overlay Traffic Sources Top Content Sparklines

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Thank YOU! SlideShare.net/ParamoreRedd Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

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Thinking Outside the Box Professional Development Seminar Social Marketing: Measuring ROI presented by the Florida Public Relations Association, Pensacola Chapter

2. Hi.

3. Kate Gallagher

4. Paramore|Redd Online Marketing

5. We're a full-service interactive agency in Nashville with happy and successful clients all across America.

8. Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

9. Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

10. Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

11.

12.

13. I’m trying to gain credibility through logos.

14. 2002

15.

16. I’m done with logos.

17. 6.5

18. 2005

19. 2nd

20. 20-ish

21. Simple. Clear. Focused on Results.

22.

23.

24.

25.

26. Social NetworkingMeasuring ROI SlideShare.net/ParamoreRedd

27. Have a Facebook Fan Page?

28. Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

29. Familiar with Hootsuite?

30. Have done a search on Google?

31.

32.

33.

34. Approach Social Planning

35. Define Your Goals

36. Define Your Audiences

37. Goals Messages Audiences

38. Goals

39. realistic measurable key performance indicators A Good Goal is...

40. awareness members clients product sales service sales subscriptions new customer leads donations referrals

41. RETENTION AWARENESS ACQUISITION CONVERSION

42.

43. Heads in beds.

44. December ’08

45.

46. Facebook Referral Traffic to tnvacation.com Month Visits Pages/Visit Total Pageviews New Visits Vacation Guide Request Electronic Guide Request 12/08 24 3.33 79.92 50% 0 0 12/09 452 2.66 1202.32 67% 0 0 12/10 463 2.4 1111.2 72% 36 7 4/11 979 2.29 2241.91 73% 13 2

47. Is that good?

48. Heads in Beds.

49.

50.

51.

52. = 1 conversion

53. Facebook Referral Traffic to tnvacation.com Month Visits Pages/Visit Total Pageviews New Visits Vacation Guide Request Electronic Guide Request 12/08 24 3.33 79.92 50% 0 0 12/09 452 2.66 1202.32 67% 0 0 12/10 463 2.4 1111.2 72% 36 7 4/11 979 2.29 2241.91 73% 13 2

54. 2010 Facebook Twitter Flickr YouTube MySpace Blog Totals Visits 9258 487 24 17 95 233 10114 % New 72% 58% 79% 76% 87% 63% 72.5% Pageviews 19257 2683 87 49 590 888 23554 Guide Requests 575 13 0 1 6 5 600 Conversion Rate 6.21% 2.7% na 5.9% 6.3% 2.1% 6%

55. 2010 Facebook Twitter Flickr YouTube MySpace Blog Totals Visits 9258 487 24 17 95 233 10114 % New 72% 58% 79% 76% 87% 63% 72.5% Pageviews 19257 2683 87 49 590 888 23554 Guide Requests 575 13 0 1 6 5 600 Conversion Rate 6.21% 2.7% na 5.9% 6.3% 2.1% 6%

56. 2010 Facebook Twitter Flickr YouTube MySpace Blog Totals Visits 9258 487 24 17 95 233 10114 % New 72% 58% 79% 76% 87% 63% 72.5% Pageviews 19257 2683 87 49 590 888 23554 Guide Requests 575 13 0 1 6 5 600 Conversion Rate 6.21% 2.7% na 5.9% 6.3% 2.1% 6%

57. 2010 Facebook Twitter Flickr YouTube MySpace Blog Totals Visits 9258 487 24 17 95 233 10114 % New 72% 58% 79% 76% 87% 63% 72.5% Pageviews 19257 2683 87 49 590 888 23554 Guide Requests 575 13 0 1 6 5 600 Conversion Rate 6.21% 2.7% na 5.9% 6.3% 2.1% 6%

58. 2010 Facebook Twitter Flickr YouTube MySpace Blog Totals Visits 9258 487 24 17 95 233 10114 % New 72% 58% 79% 76% 87% 63% 72.5% Pageviews 19257 2683 87 49 590 888 23554 Guide Requests 575 13 0 1 6 5 600 Conversion Rate 6.21% 2.7% na 5.9% 6.3% 2.1% 6%

59. 2010 Facebook Twitter Flickr YouTube MySpace Blog Totals Visits 9258 487 24 17 95 233 10114 % New 72% 58% 79% 76% 87% 63% 72.5% Pageviews 19257 2683 87 49 590 888 23554 Guide Requests 575 13 0 1 6 5 600 Conversion Rate 6.21% 2.7% na 5.9% 6.3% 2.1% 6%

60. 2010 Facebook Twitter Flickr YouTube MySpace Blog Totals Visits 9258 487 24 17 95 233 10114 % New 72% 58% 79% 76% 87% 63% 72.5% Pageviews 19257 2683 87 49 590 888 23554 Guide Requests 575 13 0 1 6 5 600 Conversion Rate 6.21% 2.7% na 5.9% 6.3% 2.1% 6%

61. $60,000.

62. RETENTION AWARENESS ACQUISITION CONVERSION

63. ACQUISITION AWARENESS RETENTION 2010 Totals $60,000 Values Visits 10,114 $20,000 $1.98 Page Views 23,554 $20,000 $0.85 Guide Requests 600 $20,000 $33.33

64. ACQUISITION AWARENESS RETENTION 2010 Totals $60,000 Values Visits 10,114 $20,000 $1.98 Page Views 23,554 $20,000 $0.85 Guide Requests 600 $20,000 $33.33

65. ACQUISITION AWARENESS RETENTION 2010 Totals $60,000 Values Visits 10,114 $20,000 $1.98 Page Views 23,554 $20,000 $0.85 Guide Requests 600 $20,000 $33.33

66. $60,000?

67. Never Going to Happen.

68.

69. 100 tickets

70. The Takeaway

71. Define a Goal on Day 1

72.

73. Realistic.

74. Just because you build it...

75. X many likes

76. Audiences

77.

78. More than 500 million active users 50% of our active users log on to Facebook in any given day Average user has 130 friends People spend over 700 billion minutes per month on Facebook

79. Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

80.

81.

82.

83.

84.

85. There are 75 Million Twitters users Worldwide 140 Million Tweets per day 7% of Americans 27 followers more educated & rich

86. Twitter plays an active role in purchasing decisions. 42% of Twitter users rely on this channel to learn about new products/services, and 41% of them share opinions about products/services via Twitter.

87. 67% of Twitter users are more likely to buy brands that they "follow".

88. Companies that use Twitter average 2x more leads per month than those that do not.

89.

90. Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

91. Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

92.

93. Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

94. Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

95. Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

96. establish yourself as an expert provide a catered message search rankings Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

97. Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

98. Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

99. Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

100. Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

101. Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

102. Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

103. Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

104. Messages

105. Content Creation

106. SCARY .

107. Repurposing Content

108. Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

109.

110.

111.

112.

113. Brand Loyalty

114. Mutually Beneficial Relationship

115.

116.

117. Fresh

118. Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

119. Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

120. PageModo.com Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

121.

122.

123. the off season

124.

125. side note

126.

127. Consistency

128.

129. If you do thing. 1

130.

131.

132.

133. Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

134. If you can handle 5 things... 5

135.

136.

137.

138.

139.

140. Thank YOU! SlideShare.net/ParamoreRedd Kate Gallagher Media Director | Paramore|Redd Online Marketing www.ParamoreRedd.com @K8Gallagher

Thinking Outside the Box Professional Development Seminar Social Marketing: Measuring ROI presented by the Florida Public Relations Association, Pensacola Chapter

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