Is Your Company Losing Money on Twitter? How to Measure Social ROI
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Transcript of Is Your Company Losing Money on Twitter? How to Measure Social ROI
Is Your Company Losing Money on Twitter?
VGC Unlimited
Gangplank Avondale
6/7/2013
Paul Vazquez
How to Calculate ROI Using Online Marketing Analytics
Introductions
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1. Name
2. Who I Help
3. What I Help Them With
4. What I Hope to Learn Today
Introduction
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Introduction• Contact:
– [email protected]– Twitter: @pvazquez32
• Slides available afterward on Slideshare
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Agenda• Introduction• Background• The problem• How to calculate marketing ROI
– Measuring resource allocation– Segmenting by channel– Measuring conversion value
• Going further
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Key Takeaway
MEASURE
Social ROI
Why Is This Important?• In the midst of two revolutions
• At their confluence: social analytics
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Social Media Data Analytics
The Problem
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Your Website
The Problem
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Your Website
Profit
The Problem
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Your Website
Profit
• Ecommerce
The Problem
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Your Website
Profit
• Ecommerce• Sign ups
The Problem
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Your Website
Profit
• Ecommerce• Sign ups• Lead generation
The Problem
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Your Website
Paid Advertising
Profit
The Problem
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Your Website
Paid Advertising
Social Media
Profit
The Problem
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Your Website
Paid Advertising
Social Media
Email Marketing Profit
The Problem
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Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
The Problem
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Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
The Problem• Maximize profit• Deciding how to allocate resources to:
– Paid advertising– Social media– Email marketing– SEO– Etc.
• Subject to the constraints of finite:– Time– Money
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3 Measurements
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Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
3 Measurements
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Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
3 Measurements
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Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
3 Measurements
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Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
Resource Allocation
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• Track time– Toggl– Other tools
Resource Allocation
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• Track time– Toggl– Other tools
• Convert time to money
Resource Allocation
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• Track time– Toggl– Other tools
• Convert time to money• Track money spent
– Cost of materials– Cost of employees or consultants
Resource Allocation
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• Track time– Toggl– Other tools
• Convert time to money• Track money spent
– Cost of materials– Cost of employees or consultants
For each channel!
Resource Allocation
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• Track time– Toggl– Other tools
• Convert time to money• Track money spent
– Cost of materials– Cost of employees or consultants
Value of Time + Cost of Marketing = Investment
For each channel!
3 Measurements
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Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
3 Measurements
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Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
Analytics Tools
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Analytics Tools
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Channel Segmentation
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• Automatically tags:– Adwords– Search– Referral
Channel Segmentation
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• Automatically tags:– Adwords– Search– Referral
• Difficult to segment:– Social– Email
• Solution:– URL Builder
URL Builder
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https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
URL Builder
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URL BuilderUnique
URL
Landing URL
Source
Medium
Name
Campaign Tracking
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Traffic Sources >> Sources >> Campaigns
3 Measurements
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Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
3 Measurements
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Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
Conversion Tracking
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• Two main types of conversion tracking• Goals
– Destination– Events– Pages per visit– Visit duration
• Ecommerce
Goals info: https://support.google.com/analytics/answer/1012040?hl=en&ref_topic=1007030
Ecommerce info:https://support.google.com/analytics/answer/1037249?hl=en&ref_topic=1037061
Conversion Tracking
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• View traffic source value:– Traffic Sources >> Overview >> [Traffic Source Option]– Click “Ecommerce” or “Goal Set”
3 Measurements
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Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
Putting It All Together
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• Value from each traffic source = Return• Value of time + cost of marketing = Investment
ROI =Investment
Return
Now What?
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• Allocate resources based on ROI• Reap the rewards!
Going Deeper
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• Further Segmentation:• Social / Email
– Split test campaigns
• Paid advertising– Split by keyword, ad copy, ad title, targeting
• SEO– Identify the most valuable keywords and invest
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Key Takeaway
MEASURE
Social ROI
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Questions?
#gpSocialROI
How did I do?
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#gpSocialROI
#gpSocialROI