Post on 10-May-2015
description
Quantify Your ROI to Customers
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
Quantify Your ROI to Customers
JULIE YAMAMOTOCMD, @JulieY
INSTRUCTOR
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
A likely scenario …
• Brand X is introducing a new widget, and they want a social tactic that will go “viral.”
• Brand X’s agency sells an “influencer strategy” and gets some budget to work with.
• Brand X’s agency contacts you: “We saw your sponsored content and love it. Want to work with us on our campaign?”
• And you say …
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
Know your audience targeting
• Demographic: Gender, age, geography• Psychographic: Behavioral information
that deepens our understanding of the audience
• Persona: Named individual who personifies the target
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
Metrics that matter
• Metrics or analytics: Any data that shows marketing performance
• Impressions: Opportunity to view content• Reach: Individual users or social accounts reached by content• Engagement: User actions, such as clicks, likes, comments• CPM: Cost per 1,000 impressions• CPA: Cost per acquisition or sign up• Sentiment: Expressed as positive, negative or neutral, may be
reported in a quantitative or qualitative manner
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
Know your key metrics
• Unique visitors: Expressed by day, week or month• Clickthroughs (CTs): User clicks on a specific call to action (CTA)• Click rate (CR) = Clicks to your content / Impressions x 100 .20% considered baseline/good • Clickthrough rate (CTR) = Clicks to brand / clicks to your content x
100 10% is highly desirable• Link tagging: Links with analytics tracking built in to the URL
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
Overall Campaign Performance
Total Impressions 1,785,423
Total Clicks 14092
Average Click Rate 0.79%
Total Click-Throughs 1393
Average CTR 9.89%
Average Time Spent (sec) 121
Total Time Spent (sec) 1704678
Total Shares 205
Total Video Views 3,901
Total Budget $22,690.00
Total Spend to date $17,854.23
CPA (representative of Click-Throughs to site) $12.82
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
Know where you fit in the sales funnel
Awareness
Interest
Consideration
Preference
“Unboxing,” contestsMetrics: Impressions, reachSampling, couponingMetric: Engagement
Head-to-head product trialMetric: Engagement, clickthroughs to brand siteExclusive offers, bundlesMetric: Sales, CPA, sentiment
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
Key elements of your proposal
• Introduce yourself and your community• What works well for you (examples)• What you plan to do, specifically• Measurable metrics that are expected• Cost
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
Sample influencer proposal
• Program Concept: Select 4 Influencers who reach the target (two from the Connected Mom target and two from the Steady Mom target) to participate in the "Creating Memories with your Child" Influencer Activation program.
• Participating Influencers will each be given the product to use in their homes. They will create highly pinnable post with DIY tutorials with video (not professionally produced, most probably with their iPhones).
• Reader Engagement: The selected Influencers will include a call-to-action within the post to drive readers to the brand site (or any other destination based on client feedback) and to promote in-store traffic.
• Audience Activation: To further engage their readers, each Influencer will pose a question at the end of her post (example: "How do you inspire creativity with your child?") to encourage readers to comment for a chance to win a sweepstakes prize.
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
Key elements of your recap report
Mandatory:• What you plan to do, specifically What you did• Measurable metrics that are expected Actual performance• Cost ROI expressed as CPM or CPA, for exampleRecommended:• What tactic was the most successful and why• Other influencers who shared campaign content• Recommendations for next time
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
Sample recap reportPublished a total of 17 tweets from July 5-11 during a giveawayTotal impressions: 390,200 Twitter giveaway impressions: 242,800Total giveaway entries: 210
What’s the CPM?CPM = (Cost of 1 Unit of a Media Program) / (Size of Media Program's Audience) x 1,000CPM = $2,000 / 390,200 x 1,000CPM = $5.12
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
Sample recap report
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
Sample recap report
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
Tool try-outs
1. Browse to Tweetreach.com2. Enter a hashtag – try #BlogHer13 or another you like3. Sign in with your Twitter account
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
Tweetreach
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
Tool try-outs
1. Open a browser window2. Paste any bit.ly link and add a + sign at the end of the URL3. Enter to see # of CTs on the link, as reported by bit.ly
Try bit.ly/1aaEAqE
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
Recommended Wordpress Plug Ins
• Google Analytics Tutorial: http://youtu.be/mm78xlsADgc Discussion: http://www.blogher.com/google-analytics-you• Native WordPress analytics• Intermediate: Select a comment analytics tool• Advanced: AWStats as a backup - AWStats is a server log
analyzer and a good last resort if something goes wrong with Google.
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
Preparing to work with brands
• Put your bio, audience targeting and key community metrics in a PPT file, ready to share
• Add a slide profiling a previous, successful campaign as an example
• Sketch out your common community activities and where they fit in the funnel
• Identify your top 3 activities that garner the most engagement in our community
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
A few words about contests …
Pay attention to:• Platform• Contest administrator• Prize cost and fulfillment• Terms and Conditions• Indemnification
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
Savvy questions you should ask
• Do you view this as an awareness program, or do you want to work with audiences who are farther down the sales funnel?
• Is a contest part of the program? • What’s your list of SEO keywords, so I can optimize my
content?• Are you going to provide me with tagged links?• How frequently do you need metrics reports? What format?• What does success look like to you?• Your contract or mine?
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
A likely scenario …
• Brand X is introducing a new widget, and they want a social tactic that will go “viral.”
• Brand X’s agency sells an “influencer strategy” and gets some budget to work with.
• Brand X’s agency contacts you: “We saw your sponsored content and love it. Want to work with us on our campaign?”
• And you say …
#BH13ROIINTERNET SSID: BlogHer | No Password
Required
Quantify Your ROI to Customers
JULIE YAMAMOTOCMD, @JulieY
INSTRUCTOR
“BlogHer is a snake meal of
ideas in a wonton wrapper of
love. Afterwards you need a 2-
day nap, then it nourishes you
for a year.”– @debontherocks