Beyond Fans and FollowersMeasuring Your Online Marketing Campaigns

BNC Tech Forum March 24, 2011 Twitter @boxcarmarketing

Not everything that counts can be measured.

Albert Einstein

Not everything that can be measured counts.

Monique Trottier@BoxcarMarketing

There are 2 things we like to measure:

Things that lead to sales

Sales

Monique Trottier@BoxcarMarketing

Sales

Monique Trottier@BoxcarMarketing

Setting Up Goals

• Admin Access

• URL Destination

Monique Trottier@BoxcarMarketing

Things that lead to sales

SalesMonique Trottier

@BoxcarMarketing

Website Visitors

Twitter Followers

Facebook Fans RTs

Press Mentions

Email Opens

Customer Feedback

Things that lead to sales

Sales

Acquisition Website Visitors, time on site

ActivationNumber of pageviews, repeat visits, subscription (email, blog), account sign-up (profile data), Fan/Follower

Retention Email Opens, Click-throughs, Repeat visits

ReferralPress Mention, RT,

Refers 1+visitors to the site; Refers 1+ visitors who activate

Monique Trottier@BoxcarMarketing

If you don’t know where you’re going, any road will get you there.

Misquote from Alice in Wonderland

Monique Trottier@BoxcarMarketing

A simple Contest

• Reach a new audience or reinforce our connection to an existing audience

Goal Lifecycle Action Reaction Metrics

Reach a new audience

AcquireActivateRetain

ListenIntroduce

ResponseVisit to the site

SubscribeReturn

@ / RT / CommentVisitors

Subscriptions (email/RSS)Fan/Follower

Account sign-upReturn Visits

Reinforce our connection to

existing audience

RetainReferralRevenue

Talk Pitch

Thank

ResponseVisit the site

ActRefer

@ / RT / CommentRepeat visitsEmail opens

CTR / Goal FunnelMentionsReferrals

Referrals who convert

Google Analytics: Annotations

Monique Trottier@BoxcarMarketing

Google Analytics: Title- or Author-Specific Searches

Google Analytics: Audience Segments

A simple campaign to build Reputation

• Use a blog to establish authority / expertise for an author. • Focus on writing good content first and self-promotion second

Goal Metrics

Nth position in relation to competitors by a certain date

Pagerank + # inbound links from influential blogs

# bookmarks (Delicious)Google Position in Search Results

X% increase of traffic per month

Volume of organic traffic per month# inbound links from influential sites

# email subscribers or fan/followers who can be directed to the site

X$ per month attributable to referrals from blog

Segment and Funnel: Traffic that converts to sales

A really simple campaign to increase Engagement

• Be nice to customers who mention your company / authors / titles on Twitter

Goal Metrics

Increase # positive conversations

# positive comments sent to customers per week w/in given timeframe

# of conversations that started from those comments

# additional activation points

A problematic campaign to increase Offline Sales

• Implement a promotion on social media with a specific store. • Give participants a printable campaign voucher so you can track offline sales

Goal Metrics

Download voucherGoal Funnel: Impressions,

Form Completion; Downloads

$ monthly sales monthly sales

% increase in store traffic over pre-promo period monthly store traffic

Attact an audience in a particular area traffic from particular area

A simple campaign to increase Online Sales

• Use Twitter or Facebook to inform prospects about special promotions. • Exclusive, limited-customer/limited time offers.

Goal Metrics

Increase monthly sales monthly sales attributable directly to SMM

Increase % value from new customersSegment & Funnel: new customers

attributable directly to campaign

Increase conversions from Twitter traffic

Segment & Funnel: monthly revenue generated from customers from Twitter

Retain X% of new customers Repeat customers from that groupUnsubscribe rates

Social Media Measurements

Monique Trottier@BoxcarMarketing

Platform Ratio of Posts to X Peak ConversionContent

Resonance

Email OpensDay

Time of Day

OpensCTR

Unsubscribes

Twitter RTsDay

Time of Day

RTs@

Recos

Facebook InteractionsDay

Time of Day

LikeShare

Comment

Data is black and white

• Your creativity is what makes it colourful

Monique Trottier@BoxcarMarketing

Making Your Data Work for You

1. Establish a baseline (before/after)

2. Use Google Analytics annotations to create an activity timeline

3. Overlay sales data • Frequency: Transactions/month• Reach: Net new customers• Yield: $ per transaction

4. Overlay the Micro Actions that lead to sales (Conversion Precursors)• Mentions (Twitter, Blogs, FB)• Email Opens • Traffic: visitors, title- and author-specific searches• Click throughs: quality of referral traffic, CTR

5. Identify patterns • Activities effect what areas?• What needs to be optimized? Monique Trottier

@BoxcarMarketing

Resources

Tools for Data Visualization

• TableauSoftware.com

Tools for Competitive Research

• TweetStats.com

• Klout.com

• Evaluator.virtue.com

• Google Reader

Audience Research

• TweepSearch.com

• Facebook Ads

Monitoring Tools

• Google alerts

• Twitter saved searches

• Yahoo Pipes

• Netvibes

• Radian 6

Monique Trottier@BoxcarMarketing

Ask me about this stuff.

• Download this presentation

Monique Trottier@boxcarmarketing

monique@boxcarmarketing.com