The Pope, the Dalai Lama, and Lady Gaga

Converge Consulting

Agenda

• Why?• The State of Social Media• Demographic Breakdown• A Goal-based Approach• Questions

ROI: Return on Investment

What do they have in common?

6 Tweets & 49,371 Followers

724 Tweets & 3,822,791 Followers

1,307 Tweets & 20,914,312 Followers

LET’S WATCH THIS YOUTUBE VIDEO TO LEARN A BIT MORE

How do we make sense of social media?

Interest: Google Insights for Search

Demographic Breakdown

Facebook• 845 Million Active Users• Gender

– Male 43% – Female 57%

• Age– 0-24 years 14%– 25-34 years 18%– 35-44 22%– 45+ 46%

• Education– Less than HS Diploma 9%– High School 10%– Some College 57%– Bachelor’s or Graduate Degree 24%

• Income– $0-$24,999 Income 9%– $25,000- $49,999 33%– $50,000-$99,999 47%– $100,000+ 11%

Male; 43%

Female; 57%

Facebook• 845 Million Active Users• Gender

– Male 43% – Female 57%

• Age– 0-24 years 14%– 25-34 years 18%– 35-44 22%– 45+ 46%

• Education– Less than HS Diploma 9%– High School 10%– Some College 57%– Bachelor’s or Graduate Degree 24%

• Income– $0-$24,999 Income 9%– $25,000- $49,999 33%– $50,000-$99,999 47%– $100,000+ 11%

0-24

25-34

35-44

45+

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Facebook• 845 Million Active Users• Gender

– Male 43% – Female 57%

• Age– 0-24 years 14%– 25-34 years 18%– 35-44 22%– 45+ 46%

• Education– Less than HS Diploma 9%– High School 10%– Some College 57%– Bachelor’s or Graduate Degree 24%

• Income– $0-$24,999 Income 9%– $25,000- $49,999 33%– $50,000-$99,999 47%– $100,000+ 11%

Less than HS Diploma

High School

Some College

Bachelor's of Graduate Degree

0% 10% 20% 30% 40% 50% 60%

Facebook• 845 Million Active Users• Gender

– Male 43% – Female 57%

• Age– 0-24 years 14%– 25-34 years 18%– 35-44 22%– 45+ 46%

• Education– Less than HS Diploma 9%– High School 10%– Some College 57%– Bachelor’s or Graduate Degree 24%

• Income– $0-$24,999 Income 9%– $25,000- $49,999 33%– $50,000-$99,999 47%– $100,000+ 11%

$0-$24,999

$25,000-$49,000

$50,000-$99,999

$100,000+

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

9%

33%

47%

11%

Twitter• 127 Million Active Users• Gender

– Male 41% – Female 59%

• Age– 0-24 years 19%– 25-34 years 23%– 35-44 25%– 45+ 33%

• Education– Less than HS Diploma 9%– High School 8%– Some College 59%– Bachelor’s or Graduate Degree 24%

• Income– $0-$24,999 Income 15%– $25,000- $49,999 38%– $50,000-$99,999 37%– $100,000+ 10%

Male; 41%

Female; 59%

Twitter• 127 Million Active Users• Gender

– Male 41% – Female 59%

• Age– 0-24 years 19%– 25-34 years 23%– 35-44 25%– 45+ 33%

• Education– Less than HS Diploma 9%– High School 8%– Some College 59%– Bachelor’s or Graduate Degree 24%

• Income– $0-$24,999 Income 15%– $25,000- $49,999 38%– $50,000-$99,999 37%– $100,000+ 10%

0-24

25-34

35-44

45+

0% 5% 10% 15% 20% 25% 30% 35%

Twitter• 127 Million Active Users• Gender

– Male 41% – Female 59%

• Age– 0-24 years 19%– 25-34 years 23%– 35-44 25%– 45+ 33%

• Education– Less than HS Diploma 9%– High School 8%– Some College 59%– Bachelor’s or Graduate Degree 24%

• Income– $0-$24,999 Income 15%– $25,000- $49,999 38%– $50,000-$99,999 37%– $100,000+ 10%

Less than HS Diploma

High School

Some College

Bachelor's of Graduate Degree

0% 10% 20% 30% 40% 50% 60% 70%

Twitter• 127 Million Active Users• Gender

– Male 41% – Female 59%

• Age– 0-24 years 19%– 25-34 years 23%– 35-44 25%– 45+ 33%

• Education– Less than HS Diploma 9%– High School 8%– Some College 59%– Bachelor’s or Graduate Degree 24%

• Income– $0-$24,999 Income 15%– $25,000- $49,999 38%– $50,000-$99,999 37%– $100,000+ 10%

$0-$24,999

$25,000-$49,000

$50,000-$99,999

$100,000+

0% 5% 10% 15% 20% 25% 30% 35% 40%

Google+

• 90 Million Unique Visitors• Gender

– Male 71% – Female 29%

• Age– 0-24 years 50%– 25-34 years 28%– 35-44 11%– 45+ 11%

Male; 71%

Female; 29%

Google+

• 90 Million Unique Visitors• Gender

– Male 71% – Female 29%

• Age– 0-24 years 50%– 25-34 years 28%– 35-44 11%– 45+ 11%

0-24

25-34

35-44

45+

0% 10% 20% 30% 40% 50% 60%

Pinterest • 21 Million Unique Visitors• Gender

– Male 18% – Female 82%

• Age– 0-24 years 10%– 25-34 years 26%– 35-44 29%– 45+ 35%

• Education– Less than HS Diploma 5%– High School 9%– Some College 61%– Bachelor’s or Graduate Degree 25%

• Income– $0-$24,999 Income 7%– $25,000- $49,999 37%– $50,000-$99,999 46%– $100,000+ 10%

Male; 18%

Female; 82%

Pinterest • 21 Million Unique Visitors• Gender

– Male 18% – Female 82%

• Age– 0-24 years 10%– 25-34 years 26%– 35-44 29%– 45+ 35%

• Education– Less than HS Diploma 5%– High School 9%– Some College 61%– Bachelor’s or Graduate Degree 25%

• Income– $0-$24,999 Income 7%– $25,000- $49,999 37%– $50,000-$99,999 46%– $100,000+ 10%

0-24

25-34

35-44

45+

0% 5% 10% 15% 20% 25% 30% 35% 40%

Pinterest • 21 Million Unique Visitors• Gender

– Male 18% – Female 82%

• Age– 0-24 years 10%– 25-34 years 26%– 35-44 29%– 45+ 35%

• Education– Less than HS Diploma 5%– High School 9%– Some College 61%– Bachelor’s or Graduate Degree 25%

• Income– $0-$24,999 Income 7%– $25,000- $49,999 37%– $50,000-$99,999 46%– $100,000+ 10%

Less than HS Diploma

High School

Some College

Bachelor's of Graduate Degree

0% 10% 20% 30% 40% 50% 60% 70%

Pinterest • 21 Million Unique Visitors• Gender

– Male 18% – Female 82%

• Age– 0-24 years 10%– 25-34 years 26%– 35-44 29%– 45+ 35%

• Education– Less than HS Diploma 5%– High School 9%– Some College 61%– Bachelor’s or Graduate Degree 25%

• Income– $0-$24,999 Income 7%– $25,000- $49,999 37%– $50,000-$99,999 46%– $100,000+ 10%

$0-$24,999

$25,000-$49,000

$50,000-$99,999

$100,000+

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

LinkedIn • 150 Million Registered Users• Gender

– Male 50% – Female 50%

• Age– 0-24 years 4%– 25-34 years 15%– 35-44 32%– 45+ 49%

• Education– Less than HS Diploma 3%– High School 10%– Some College 37%– Bachelor’s or Graduate Degree 50%

• Income– $0-$24,999 Income 7%– $25,000- $49,999 22%– $50,000-$99,999 50%– $100,000+ 21%

Male; 50%Female; 50%

LinkedIn • 150 Million Registered Users• Gender

– Male 50% – Female 50%

• Age– 0-24 years 4%– 25-34 years 15%– 35-44 32%– 45+ 49%

• Education– Less than HS Diploma 3%– High School 10%– Some College 37%– Bachelor’s or Graduate Degree 50%

• Income– $0-$24,999 Income 7%– $25,000- $49,999 22%– $50,000-$99,999 50%– $100,000+ 21%

0-24

25-34

35-44

45+

0% 10% 20% 30% 40% 50% 60%

LinkedIn • 150 Million Registered Users• Gender

– Male 50% – Female 50%

• Age– 0-24 years 4%– 25-34 years 15%– 35-44 32%– 45+ 49%

• Education– Less than HS Diploma 3%– High School 10%– Some College 37%– Bachelor’s or Graduate Degree 50%

• Income– $0-$24,999 Income 7%– $25,000- $49,999 22%– $50,000-$99,999 50%– $100,000+ 21%

Less than HS Diploma

High School

Some College

Bachelor's of Graduate Degree

0% 10% 20% 30% 40% 50% 60%

LinkedIn • 150 Million Registered Users• Gender

– Male 50% – Female 50%

• Age– 0-24 years 4%– 25-34 years 15%– 35-44 32%– 45+ 49%

• Education– Less than HS Diploma 3%– High School 10%– Some College 37%– Bachelor’s or Graduate Degree 50%

• Income– $0-$24,999 Income 7%– $25,000- $49,999 22%– $50,000-$99,999 50%– $100,000+ 21%

$0-$24,999

$25,000-$49,000

$50,000-$99,999

$100,000+

0% 10% 20% 30% 40% 50% 60%

Reddit • 5.5 Million Unique Visitors• Gender

– Male 66% – Female 34%

• Age– 0-24 years 25%– 25-34 years 23%– 35-44 28%– 45+ 24%

• Education– Less than HS Diploma 10%– High School 6%– Some College 48%– Bachelor’s or Graduate Degree 36%

• Income– $0-$24,999 Income 31%– $25,000- $49,999 28%– $50,000-$99,999 32%– $100,000+ 9%

Male; 66%

Female; 34%

Reddit • 5.5 Million Unique Visitors• Gender

– Male 66% – Female 34%

• Age– 0-24 years 25%– 25-34 years 23%– 35-44 28%– 45+ 24%

• Education– Less than HS Diploma 10%– High School 6%– Some College 48%– Bachelor’s or Graduate Degree 36%

• Income– $0-$24,999 Income 31%– $25,000- $49,999 28%– $50,000-$99,999 32%– $100,000+ 9%

0-24

25-34

35-44

45+

0% 5% 10% 15% 20% 25% 30%

Reddit • 5.5 Million Unique Visitors• Gender

– Male 66% – Female 34%

• Age– 0-24 years 25%– 25-34 years 23%– 35-44 28%– 45+ 24%

• Education– Less than HS Diploma 10%– High School 6%– Some College 48%– Bachelor’s or Graduate Degree 36%

• Income– $0-$24,999 Income 31%– $25,000- $49,999 28%– $50,000-$99,999 32%– $100,000+ 9%

Less than HS Diploma

High School

Some College

Bachelor's of Graduate Degree

0% 10% 20% 30% 40% 50% 60%

Reddit • 5.5 Million Unique Visitors• Gender

– Male 66% – Female 34%

• Age– 0-24 years 25%– 25-34 years 23%– 35-44 28%– 45+ 24%

• Education– Less than HS Diploma 10%– High School 6%– Some College 48%– Bachelor’s or Graduate Degree 36%

• Income– $0-$24,999 Income 31%– $25,000- $49,999 28%– $50,000-$99,999 32%– $100,000+ 9%

$0-$24,999

$25,000-$49,000

$50,000-$99,999

$100,000+

0% 5% 10% 15% 20% 25% 30% 35%

Digg • 4.6 Million Unique Visitors• Gender

– Male 55% – Female 45%

• Age– 0-24 years 14%– 25-34 years 21%– 35-44 31%– 45+ 34%

• Education– Less than HS Diploma 6%– High School 7%– Some College 59%– Bachelor’s or Graduate Degree 28%

• Income– $0-$24,999 Income 10%– $25,000- $49,999 37%– $50,000-$99,999 37%– $100,000+ 16%

Male; 55%

Female; 45%

Digg • 4.6 Million Unique Visitors• Gender

– Male 55% – Female 45%

• Age– 0-24 years 14%– 25-34 years 21%– 35-44 31%– 45+ 34%

• Education– Less than HS Diploma 6%– High School 7%– Some College 59%– Bachelor’s or Graduate Degree 28%

• Income– $0-$24,999 Income 10%– $25,000- $49,999 37%– $50,000-$99,999 37%– $100,000+ 16%

0-24

25-34

35-44

45+

0% 5% 10% 15% 20% 25% 30% 35% 40%

Digg • 4.6 Million Unique Visitors• Gender

– Male 55% – Female 45%

• Age– 0-24 years 14%– 25-34 years 21%– 35-44 31%– 45+ 34%

• Education– Less than HS Diploma 6%– High School 7%– Some College 59%– Bachelor’s or Graduate Degree 28%

• Income– $0-$24,999 Income 10%– $25,000- $49,999 37%– $50,000-$99,999 37%– $100,000+ 16%

Less than HS Diploma

High School

Some College

Bachelor's of Graduate Degree

0% 10% 20% 30% 40% 50% 60% 70%

Digg • 4.6 Million Unique Visitors• Gender

– Male 55% – Female 45%

• Age– 0-24 years 14%– 25-34 years 21%– 35-44 31%– 45+ 34%

• Education– Less than HS Diploma 6%– High School 7%– Some College 59%– Bachelor’s or Graduate Degree 28%

• Income– $0-$24,999 Income 10%– $25,000- $49,999 37%– $50,000-$99,999 37%– $100,000+ 16%

$0-$24,999

$25,000-$49,000

$50,000-$99,999

$100,000+

0% 5% 10% 15% 20% 25% 30% 35% 40%

Series1

Myspace

• Gender– Male 36%– Female 64%

• Income– $0-25k 12%– $25-50k 51%– $50-75k 22%– $75-100k 9%– $100-150k 4%– $150k+ 2%

• Age– 0-18 12%– 18-24 18%– 25-34 26%– 35-44 20%– 45-54 18%– 55-64 5%– 65+ 1%

• Education– No HS Diploma 14%– High School 8%– Some College 63%– Bachelor’s Degree 12%– Graduate Degree 4%

StumbleUpon

• Education– No HS Diploma 7%– High School 6%– Some College 55%– Bachelor’s Degree 26%– Graduate Degree 7%

YouTube

• Education– No HS Diploma 13%– High School 10%– Some College 51%– Bachelor’s Degree 18%– Graduate Degree 8%

Age

Education

Gender

Has Children

Browsing Location

Income

Ethnicity

Myspace has the largest division of lower income users with 63% earning 50k or less

Twitter has the largest division of wealthy users with 27% earning 75k or more

A Goal-based Approach

Website

Your Marketing Hub

Email

FacebookPostcard

Magazine Ad

Twitter

LinkedIn

Determine

• Landing page• Desired action• How success will be measured

– Confirmation page– Form submission– Download PDF

Received an email

Went to a landing page

Engaged with the Site

PurchasedRegistered

Repeat

Set Up Google Analytics Goals

Campaign Tracking

Set up links with tracking variables

http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund

http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund

What is the source in which this link appears?

Campaign Tracking

Set up links with tracking variables

http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund

What is the medium/channel in which this link appears?

Campaign Tracking

Set up links with tracking variables

http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund

What is the name of the campaign?

Campaign Tracking

Set up links with tracking variables

Send people to landing page.

• Bit.ly/Goo.gl• QR Code• Redirect

goo.gl/K7Z3j

www.convergeconsulting.org/contact-us/request-analytics-consultation/?utm_source=powerpoint&utm_medium=qr%2Bcode&utm_campaign=maximum%2Bimpact%2Bpresentation

Analyze results in Google Analytics

Compare/Analyze

• Campaigns• Sources• Mediums

Compare Campaigns

Campaigns

Compare Mediums

Mediums

Compare Sources

Sources

Make changes

Reallocate funds to what is working

Eliminate what is not

Lady Gaga

Lady Gaga

Lady Gaga

• Understand your target audience• Reach them where they are• Web as a hub strategy• Track• Set up Goals• Use Campaign Tracking• Analyze• Make Changes

Recap

Questions?

Go to http://goo.gl/GSOxc to sign up for a free, 20-minute analytics consultation.