Measuring What Matters - Direct Sales and Social Mediacompanies create effective social media policy and strategy, develops virtual sales presentations, writes and delivers salesforce

How to measure and report on the social media

metrics that C-level executives care about the most

Measuring What Matters

Dan Murphy Managing Principal

Luce Murphy Fong and

Associates

Jennifer Fong Managing Principal

Luce Murphy Fong and

Associates

Presented by:

Today’s Presenters Jennifer Fong: Jennifer Fong helps party plan and network marketing companies throughout the direct selling industry embrace new technologies and adapt to the rapidly changing sales environment that we face today. A former direct sales company CEO, Jennifer has worked with direct sales companies throughout the industry to master the sales and marketing challenges presented by today’s technology. She helps companies create effective social media policy and strategy, develops virtual sales presentations, writes and delivers salesforce training that helps distributors embrace today’s technologies while staying in compliance, and works alongside the Luce, Murphy, Fong team to help companies make the operational decisions that lead to growth. Jennifer blogs regularly about how to use social media for direct selling at http://jenfongspeaks.com.

Dan Murphy: With over 30 years’ experience working with a tremendous variety of products and sales channels, Dan Murphy offers a unique range of senior management talents. His specialties include finance, strategic planning, operations, interim management, turn-arounds and capital formation. A successful CEO, CFO & COO, Dan has worked with direct sales companies that include Princess House (jewelry), Immunotec (health products) and Uppercase Living (home décor). He has also worked with numerous non-direct sales companies such as PepsiCo, The TJX Companies (Marshalls & T.J. Maxx stores), & Panera Bread. Currently a consultant to the direct sales industry, Dan is also Treasurer of the Direct Selling Educational Foundation and previously served as the Treasurer for the Direct Selling Association.

http://jenfongspeaks.com/

Use your web camera to

connect in person and

provide a personal touch.

Brand your account with your

own personal or company

logo.

Host meetings from any

device, anytime you have an

internet connection

Record web meetings with a

single click for reference,

training, and more.

See exactly what’s happening

in your account with analytics

for downloads, views, and

comments.

256-bit encryption ensures

your data stays safe and

secure.

Share your screen with a

single click, no downloads

required!

Seamlessly sync with your

Dropbox account for easy

file sharing and access

Meetings in the Cloud…

…Not on the web

Traditional Direct Selling Metrics New Recruits

Activity of each new recruit

Average purchase occasion of each customer

Number of attending guests

Average party size, or order size

Fast start success

Time to advance to leadership

Retention of new recruits

Retention of new leaders

Average number of paid as leaders each month

Preceding all of these metrics are

leads

Someone you meet at a store is a lead

Your child’s friends parent is a lead

Your Facebook friends are potential leads

Folks from Pinterest, Twitter, Tumbler and any other form of social media are leads

Leads lead to all of the previous metrics when that person is engaged and then closed

What Doesn’t Get Measured

Lead generation

How many leads come in and from where, to the individual distributor or to the Company

Ads, Facebook news feeds, traditional PR campaigns

Lead conversion

We usually know who got the lead

But what did they do with it

Did they become a customer, hostess, or consultant

Measurement of the total life value of a lead

Measuring the success of any lead

generation program is crucial

Who got the lead

How fast did they act on the lead

Reporting back on the outcome of the interaction related to the lead

Classification of the outcome Opportunity Purchase Host

Ongoing follow-up with the value of the lead and from what source is what leads to the ROI of the lead generation program

What’s Most Important?

RECRUITING

Where Do We Get the Data?

Point of Sale/ Recruit

Corporate or Replicated Website/Google

Analytics

Point of Sale/Recruit Survey

Tracking Website Activity

Get Your Tracking Code

Tracking Replicated Sites

This example illustrates the Prowess system from Thatcher. They make it easy to embed your tracking code on replicated websites, so you can track it in Google Analytics.

Set Up E-Commerce

Identifying Online Goals

Macro Goal: A primary business goal for your website, such as a sale or a recruit.

Micro Goal: A secondary goal for your website that may lead to a primary goal, such as a video view or newsletter sign-up.

Setting Up a Goal

Tracking a Campaign – Start with Goals

Campaign: Winter Sale Macro Goal: Sales Micro Goal: Newsletter Subscription

Campaign: Founder Road Trip Macro Goal: Recruiting Enrollment Micro Goal: Watch Opportunity Video

Campaign: Contest Macro Goal: Party Hosting Request Micro Goal: Review Hostess Rewards

Create Custom Landing Pages &

Thank You Pages

It’s important to have a separate thank you page on your website for each form, so you can track goal completion.

Create Tracking URLs

Google URL Builder (Google it!)

1. Website URL: Your Campaign Landing Page

2. Campaign Source: Where your campaign happens (i.e. FB, newsletter, etc.)

3. Campaign Medium: Tool you’re using within the source (post, CPC, etc.)

4. Campaign Name: Helps you identify campaign stats in Analytics

Tracking URL

http://www.jenfongspeaks.com/sign-up-for-jennifers-e-newsletter/?utm_source=facebook&utm_medium=page_post&utm_campaign=newsletter%20sign%20up

NOTE: You can build a URL without the URL builder. Just use this same format.

Link above, shortened and in use:

Tracking Your Campaign


Viewing by Campaign and Medium


How Well Did You Convert?

19 people came 12 left without signing up

7 signed up (36.84%

conversion rate)

Assisted and Direct Conversions

In this example, our Facebook Ad campaign assisted with 75 ultimate conversions, however 990 visitors completed a goal directly from the landing page in the last 30 days. For this campaign we have a custom landing page set up without links to other parts of the website, which accounts for these numbers. I can add a secondary dimension of “Campaign” which lets me see which campaign the ads were a part of.

Reporting on KPIs

How much traffic social media campaigns generate to the website

How much of that traffic does something (your goals)

How long it takes for your goals to happen as a result of your campaigns (assisted conversions)

How many leads are generated as a result of social media efforts

How many enrollments occur as a result of social media efforts

How much revenue was generated via ecommerce, as a result of your campaigns

Get Today’s Slides

http://jenfongspeaks.com/measuringwhatmatters/

Have Questions or Need Help? [email protected]

[email protected]

Whether you’re brand new to direct selling or want to take your existing company to the next level, we have the expertise to help you succeed.

http://lucemurphyfong.com

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Measuring What Matters - Direct Sales and Social Mediacompanies create effective social media policy and strategy, develops virtual sales presentations, writes and delivers salesforce