Tj tee monitoring+measuring-engagement
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MONITORING + MEASURING ENGAGEMENT TJ Tee Digital Marketing Evangelist, Integricity
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forget all of this
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First, a few things
• Figure out what you want to achieve • Be prepared to measure
• Best way to fail – don’t measure • Social media is easy to measure, just not with
conventional success metrics • Keep It Simple, St*pid (KISS)
• Avoid temptation/pitfalls • Too-good-to-be-true offers, free trials • Over-enthusiastic marketing people without a plan
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Acquisition Activation Referral Retention Revenue Lots of stuff happens here
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Acquisition Activation Referral Retention Revenue
PR, campaigns, SEO/SEM, affiliate mkt, EDM, social media, banner ads, SMS/MMS, app installs
Home page, landing pages, location-based services
Return visits, RSS, alerts/reminders, time-based triggers
Retweets, affiliates, contests, EDM, refer-a-friend, viral marketing
Sales, leads, subscriptions, affiliate revenue
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Know what you want to track
• Driving engaged traffic to a website/landing page doesn’t guarantee any return
• Define metrics that are relevant for your business: • Targeted clicks, sign-ups, downloads • New leads/sales/referrals
• Ignore low-value metrics like: • Number of followers/fans/friends • PageRank, Alexa rank
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• Loyalty • Trust • Passion • Interaction • Satisfaction • Authority • Feedback • Brand awareness
• Sales • Leads • Qualified users • Sign-ups • Referrals • Targeted clicks • Downloads • Video views/shares
Goals & objectives
Qualitative Quantitative
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Qualitative measures
Campaign – Build loyalty and trust • Execution
• Engage with customers who mention your company or product on Twitter or Google
• Success metrics • +ve Comments sent to customers /week • +ve Conversations that started from a comment
• Goals/KPIs • x# +ve Conversations re: comp or prod /week • x# +ve Blog posts re: comp or prod /month
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Qualitative measures
Campaign – Increase customer satisfaction • Execution
• Engage with customers/prospects and ask what they would like from you
• Success metrics • New useful/good suggestions • Suggestions you implement
• Goals/KPIs • x# Suggestions collected per month and # you actually
implement
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Qualitative measures
Campaign – Increase authority • Execution
• Blog about stuff you’re an expert on by writing authoritative content (first) and promoting your company
• Success metrics • Influential blogs linking to your content • Organic visitor traffic per month • Traffic that converts into sales
• Goals/KPIs • x% of Organic referral traffic per month • x$ Sales attributable to referrals from blog per month
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Quantitative measures
Campaign – Increase offline sales • Execution
• Promotion on a social media platform (e.g. Facebook) Participants get a print-out voucher to redeem offline
• Success metrics • Monthly sales • Monthly store traffic (walk-in)
• Goals/KPIs • x$ Monthly sales • x% Increase in store traffic over pre-promotion period
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Quantitative measures
Campaign – Increase online sales • Execution
• Use Twitter to inform prospects about exclusive time-limited promos
• Success metrics • Monthly sales attributable directly to Twitter • New customers attributable directly to Twitter • Monthly revenue generated from customers originally from
• Goals/KPIs • x$ Monthly sales directly attributable to Twitter
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Tools to use
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Google Alerts
Google.com/alerts
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GA: Advanced Segments
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Peashoot
Peashootapp.com
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Facebook Pages: Insights
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Measurement scorecard (sample) Stage Conversion Conv
(%) Est value (RM)
Acquisition Visitors to site/widget/landing page Eg: 2+ pgs, 10+ sec, 1+ clicks, 0 bounce
60 0.10
Activation Happy 1st visit, use the site, sign-up Eg: Clicks/time/pages, newsletter/profile sign-up, feature usage
15 0.25
Retention Users come back, multiple visits Eg: 1-3x visits/mth; email/feed open rate / CTR
5 0.50
Referral Users refer others Eg: Cust satisfaction >=8; viral K factor > 1;
1 1.00
Revenue Users Pay / Generate $$$ Eg. Sale, affiliate revenue
2 5.00
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Budgeting
30%
25%
18% 18%
10%
Acquisition Activation Retention Referral Revenue
How much to spend for online marketing?
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Key takeaways
1. Driving targeted traffic from social media sources is only half the challenge if you’re trying to sell something.
2. Define quantitative + qualitative goals & objectives, KISS.
3. Create a simple scorecard to measure KPIs, allocate budgets accordingly.
4. Filter out channels and strategies that don’t get good returns. Repeat.
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Thank you.
Comments, questions, feedback, or want a copy of this presentation to impress your boss?
[email protected] facebook.com/tjtee twitter.com/tjtee