Thinking Outside the Box Professional Development Seminar Social Marketing: Measuring ROI presented...

Kate Gallagher Media Director | Paramore|Redd Online Marketingwww.ParamoreRedd.com

@K8Gallagher

Social NetworkingMeasuring ROI

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@K8Gallagher

Hi.


@K8Gallagher

Kate Gallagher


@K8Gallagher

Paramore|Redd Online Marketing


@K8Gallagher

We're a full-service interactive agency in Nashville with happy and successful

clients all across America.


@K8Gallagher

Online Strategy | Planning

Website Design | Development

Online Media Planning

Email Marketing Design and Development

Display (Banner) Advertising Design and Development

Search Engine Marketing (SEO & PPC)

Application Design and Development

Mobile Marketing

Social Marketing


@K8Gallagher


@K8Gallagher


@K8Gallagher


@K8Gallagher

I’m trying to gain credibility through logos.


@K8Gallagher

2002


@K8Gallagher


@K8Gallagher

I’m done with logos.


@K8Gallagher

6.5


@K8Gallagher

2005


@K8Gallagher

2nd


@K8Gallagher

20-ish


@K8Gallagher

Simple. Clear. Focused on

Results.


@K8Gallagher


@K8Gallagher

Social NetworkingMeasuri

ng ROISlideShare.net/ParamoreRedd


@K8Gallagher

Have a Facebook Fan Page?


@K8Gallagher


@K8Gallagher


@K8Gallagher

Familiar with Hootsuite?


@K8Gallagher

Have done a search on Google?


@K8Gallagher


@K8Gallagher

Approach Social Planning


@K8Gallagher

Define Your Goals


@K8Gallagher

Define Your Audiences


@K8Gallagher

Goals

Messages

Audiences


@K8Gallagher

Goals


@K8Gallagher

realisticmeasurable

key performance indicators

A Good Goal is...


@K8Gallagher

awarenessmembers

clientsproduct salesservice salessubscriptions

new customer leadsdonationsreferrals


@K8Gallagher

RETENTIONRETENTION

AWARENESSAWARENESS

ACQUISITIONACQUISITION

CONVERSIONCONVERSION


@K8Gallagher


@K8Gallagher

Heads in beds.


@K8Gallagher

December ’08


@K8Gallagher


@K8Gallagher

Facebook Referral Traffic to tnvacation.com

Month VisitsPages/Visit

Total Pagevie

ws

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


@K8Gallagher

Is that good?


@K8Gallagher

Heads in Beds.


@K8Gallagher


@K8Gallagher

= 1 conversion


@K8Gallagher

Facebook Referral Traffic to tnvacation.com

Month VisitsPages/Visit

Total Pagevie

ws

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


@K8Gallagher

2010Faceboo

kTwitter Flickr

YouTube

MySpace

BlogTotal

s

Visits 9258 487 24 17 95 2331011

4

% New 72% 58% 79% 76% 87% 63%72.5

%

Pageviews

19257 2683 87 49 590 8882355

4

Guide Requests

575 13 0 1 6 5 600

Conversion Rate

6.21% 2.7% na 5.9% 6.3% 2.1% 6%


@K8Gallagher

$60,000.


@K8Gallagher

RETENTIONRETENTION

AWARENESSAWARENESS

ACQUISITIONACQUISITION

CONVERSIONCONVERSION


@K8Gallagher

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 $33.33ACQUISITIONACQUISITION

AWARENESSAWARENESS

RETENTIONRETENTION


@K8Gallagher

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 ACQUISITIONACQUISITION

AWARENESSAWARENESS

RETENTIONRETENTION


@K8Gallagher

$60,000?


@K8Gallagher

Never Going to Happen.


@K8Gallagher


@K8Gallagher

100 tickets


@K8Gallagher

The Takeaway


@K8Gallagher

Define a Goal on Day 1


@K8Gallagher

• Increased number of brand mentions for a specific product and/or phrase

• Increased sales and or buzz during off-season time

• Increased share of voice in the market place • Number of Facebook fans• Number of Twitter followers• Increase in check-ins• Influence of followers and fans• Number of YouTube video views• Comments on posts (blog, Facebook updates)• Retweets• Change in search engine rankings

Key Performance Indicators

• Change in sentiment• Time spent with distributed content• Increase in website traffic • Increase in website referral traffic from social

sites to your website• Surveys taken, polls taken• Contest entries• Increase in customer satisfaction• Research and development time saved• Cost savings from traditional advertising• Change in conversion rate• Increased attendance


@K8Gallagher

Realistic.


@K8Gallagher

Just because you build it...


@K8Gallagher

X many likes


@K8Gallagher

Audiences


@K8Gallagher


@K8Gallagher

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


@K8Gallagher


@K8Gallagher


@K8Gallagher


@K8Gallagher

There are 75 Million Twitters users Worldwide

140 Million Tweets per day

7% of Americans

27 followers

more educated & rich


@K8Gallagher

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.


@K8Gallagher

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


@K8Gallagher

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


@K8Gallagher


@K8Gallagher


@K8Gallagher


@K8Gallagher


@K8Gallagher


@K8Gallagher


@K8Gallagher


@K8Gallagher

establish yourself as an expert

provide a catered message

search rankings


@K8Gallagher


@K8Gallagher


@K8Gallagher


@K8Gallagher


@K8Gallagher


@K8Gallagher

Messages


@K8Gallagher

Content Creation


@K8Gallagher

SCARY.


@K8Gallagher

Repurposing Content


@K8Gallagher


@K8Gallagher


@K8Gallagher


@K8Gallagher

Brand Loyalty


@K8Gallagher

Mutually Beneficial Relationship


@K8Gallagher


@K8Gallagher

Fresh


@K8Gallagher


@K8Gallagher


@K8Gallagher


@K8Gallagher


@K8Gallagher


@K8Gallagher


@K8Gallagher

PageModo.com


@K8Gallagher


@K8Gallagher

the off season


@K8Gallagher


@K8Gallagher

side note


@K8Gallagher


@K8Gallagher

Consistency


@K8Gallagher


@K8Gallagher

If you do thing.1


@K8Gallagher


@K8Gallagher

Twitter Profile StatsTwitter Profile StatsProfile SummaryProfile Summary

Mentions by InfluencersMentions by Influencers

Compare Keywords Compare Keywords

Follower GrowthFollower Growth

Twitter SentimentTwitter Sentiment

Owly Aggregated Click StatsOwly Aggregated Click StatsSummary StatsSummary StatsClicks by RegionClicks by RegionTop ReferrersTop ReferrersMost Popular LinksMost Popular LinksCompare Summary StatsCompare Summary Stats

Facebook InsightsFacebook Insights

SnapshotSnapshotDaily LikesDaily LikesGender and AgeGender and AgeRegional StatsRegional StatsDaily Post Daily Post FeedbackFeedbackDaily Page ActivityDaily Page ActivityCompare Daily Compare Daily LikesLikes

Google AnalyticsGoogle Analytics

Twitter to Web ConversionTwitter to Web ConversionRegional Site Traffic - Map OverlayRegional Site Traffic - Map OverlayTraffic SourcesTraffic SourcesTop ContentTop ContentSparklinesSparklines


@K8Gallagher


@K8Gallagher


@K8Gallagher

If you can handle 5 things...

5


@K8Gallagher

Write down your goals.

• Identify those that are trackable.

• Identify trackable key performance indicators that the non-trackable goals are being met.

Get setup in HootSuite with all of your accounts and spend the time to get a quality report within HootSuite scheduled to be emailed to you weekly.

Get setup in Google Analytics and spend the time to get a report that provides you with information on the conversions occurring on your website and the referral traffic eliciting those conversions.

Monthly or at least quartlery do a deep dive into what content elicited the most feedback and adjust your content accordingly.

Track the time and resources being used to keep your social campaign going. Compare that cost to the cost it would've taken to garner that type of authentic engagement through other types of media.

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1

3

4

5


@K8Gallagher





Get setup in Google Analytics and spend the time to get a report that provides you with information on the conversions occurring on your website, and the referral traffic eliciting those conversions.

Monthly or at least quartlery do a deep dive into what content elicited the most feedback and adjust your content accordingly.


2

1

3

4

5


@K8Gallagher





Get setup in Google Analytics and spend the time to get a report that provides you with information on the conversions occurring on your website and the referral traffic eliciting those conversions.

Monthly (or at least quarterly) do a deep dive into what content elicited the most feedback, and adjust your content accordingly.


2

1

3

4

5


@K8Gallagher

Thank YOU!


@K8Gallagher

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Thinking Outside the Box Professional Development Seminar Social Marketing: Measuring ROI presented...

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Transcript of Thinking Outside the Box Professional Development Seminar Social Marketing: Measuring ROI presented...