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Measure What Matters: A Better Approach to Social Attribution Jessica Gilmartin Adam Singer

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How to calculate the ROI in Social Media.

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Measure What Matters: A Better Approach to Social Attribution

Jessica GilmartinAdam Singer

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What is the ROI of social?

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What is performance?

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What is performance?

How do we measure it?

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FPO.. If like get higher res image

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Webinar 1 – July 16 @ 10 am PT

Webinar 2 – August 6 @ 10 am PT

Hangout on Air – August 21 @ 10 am PT

Social attribution series

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Today’s speakers

Jessica GilmartinWildfire by Google

Adam SingerGoogle Analytics

Adam KuzniaMaryland Live! Casino

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Today’s agenda

The problem

The solution

Maryland Live! Casino’s story

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#MeasureSocial

Join the conversation

+Wildfire @wildfireapp

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STIMULUSPURCHASE

CHECK BLOGSSEARCH

READ REVIEWS

SHARE VIDEOS

NETWORK

81% of people report that

posts by peers influence their purchase decisions

57% of people talk more online than they do in “real life”

1 in 4 search results

for the World’s Top 20 largest brands are links to user-generated content

Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google

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0.59

0.47

0.48Search after reading about it on social media

Pay attention to recommendations from my connections

Read user/buyer reviews on store websites or review sites

0.51

0.58Read posts about brands, products or services

Visit the official page on a social media site

Research / Consideration

Awareness

0.31

0.31

0.32Rate brands, on store websites or on other sites

Recommend after searching on a search engine

Post comments on social media after purchase

Advocacy

Base: All U.S. social media users, n =1,632.Q32:How often do you interact in each of the following ways with brands, products or services through social media?

Consumers seek recommendations from social connections at all stages of the purchase funnel

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Social media is valued but not well measured;rarely seen as a performance channel

Social marketing is producing a measurable ROI. Let’s continue to invest in this tactic.

20%

15%

3%

Social marketing is unlikely to produce ROI. Why invest more?

Social marketing is basically free. Let’s keep it that way.

62%Social marketingis a promising tactic that will eventually produce ROI.Lets invest but doit conservatively.

Source: Marketing Sherpa (May 2011) Social Media Report

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Challenges to social measurement

1. Media landscape is fragmented

2. Social data isn’t tied to outcomes

3. Referrer data is inaccurate

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Media landscape is fragmented

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20

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Bringing digital and social together

digital

social

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The solution

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Google Analytics

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Develop a comprehensive measurement plan

1. Determine business objectives

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Develop a comprehensive measurement plan

1. Determine business objectives

2. Define your strategy & tactics

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Develop a comprehensive measurement plan

1. Determine business objectives

2. Define your strategy & tactics

3. Identify key stakeholders

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Develop a comprehensive measurement plan

1. Determine business objectives

2. Define your strategy & tactics

3. Identify key stakeholders

4. Categorize channels & segments

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Develop a comprehensive measurement plan

1. Determine business objectives

2. Define your strategy & tactics

3. Identify key stakeholders

4. Categorize channels & segments

5. Set holistic KPIs

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Social Reports in Google AnalyticsTie real dollar amounts to your social marketing

$113,037.5020,358 Conversions

$48,762.2511,003 Assisted Social Conversions

$8,687.002,375 Last InteractionSocial Conversions

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Six reports provide a comprehensive view of value

Immediately identify the impact of social on your business goals

Overview

Learn which networks are important to your business

Sources

See which social sources are most effective in driving conversions

Conversions

Observe how site visitors interact with social plugins

Plugins

See which initial paths that visitors from social networks take

Visitor Flow

Learn which content is shared the most, and how

Pages

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Conversion ReportLink social impact to metrics you care about

See conversion rate by social network and the monetary value each network generates

Measure direct and socially assisted conversions to gain a more accurate value

Define the goals and metrics important to your business – choose from engagement or ecommerce

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Social SourcesExpansive view with 400+ social sources

View engagement and conversion metrics for each social network

View how people interact with your content

See a more complete picture of the social channel – and then value the whole segment

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Social PluginsIdentify the content good enough to share

Find the most engaging content and which social buttons - for example Google +1, - are being clicked to share it.

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Custom link tracking to understand which social pages and posts drivewebsite conversions

Wildfire – Google Analytics integration

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[Demo]

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Maryland Live! Casino

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Maryland Live! Casino

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Maryland Live! Casino

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Maryland Live! Casino

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• Always get an email address

• Experiment with content

• Have a plan for your data

Tips from Maryland Live! Casino

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Key Takeaways

• Develop a

measurement plan

• Use the right

measurement tools

• Make the most of

your data

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Join us August 6

Susan EtlingerAltimeter Group

Register at www.wildfireapp.com

Social Data Intelligence: Aligning Social & Enterprise Data for Strategic Advantage

Tuesday, August 610 am PT / 1 pm ET

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Thank you

Follow Wildfire and Google Analytics for the latest:

Wildfire:

www.wildfireapp.com

+ Wildfire

Google Analytics

www.google.com/analytics

+ GoogleAnalytics

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Q& A