Measuring Social Media

Marketing

Brian Massey, Conversion Sciencesbrian@ConversionScientist.com

@bmasseywww.ConversionScientist.com

Degree in Computer Science

Developed OSOM open source marketing automation and analytics program-2001-2004

Conversion Scientist at Conversion Sciences, Austin, Texas

Over 15 years of online marketing experience.

National Speaker

Creator of The Conversion Scientist blog

Columnist with ClickZ, Search Engine Land and the Content Marketing Institute

Conversion Sciences and Social Media(or why scientists don’t get many dates)

We are not that good at Social Media

Social Media is GREAT for Customer Support

I Don’t Care

Social Media lets us tune into conversations about our brand.

I Don’t Care

Social Media is free!

No it’s not.

Social Media drives sales that you would not otherwise have seen. Prove it.

Two Kinds of Social Media Strategies:Conversation-orientedContent-oriented

Paid vs. Earned Media

Paid Media

Photo courtesy http://www.sxc.hu/profile/dinny

Put a quarter in and connect with someone

Earned Media

Photo courtesy http://www.sxc.hu/profile/lusi

Do something well and connect THROUGH someone

Measuring the Social Media Funnel

Predictive Metrics

Tell us what to expect.

Photo Courtesy http://www.sxc.hu/profile/fishmonk

Definitive Metrics

Tell us what has happened.

Photo Courtesy http://www.sxc.hu/profile/Abyla

Conversionin the Social Media Funnel

Conversion to Awareness

Photo courtesy http://www.sxc.hu/profile/bigevil600

Conversion to Consideration

Photo courtesy http://www.sxc.hu/profile/sundstrom

Conversion to Action

Photo courtesy http://www.sxc.hu/profile/vlastka

The Not Social Funnel

Awareness Consideration Action

The Post-purchase Funnel

Use Opinion Talk

Conversion to Use

Photo courtesy http://www.sxc.hu/profile/intuitives

Conversion to Opinion

Photo courtesy http://www.sxc.hu/profile/kikashi

Conversion to Talk

Photo courtesy http://www.sxc.hu/profile/nem_youth

The Social Media Funnel

Special Thanks to Dave Evans, AuthorSocial Media Marketing, An Hour a Day

TalkOpinionUseAwareness Consideration Action

Social landing pages seek to encourage the post-

purchase conversions

1. Conversion to User

2. Conversion to Opinion Holder

3. Conversion to Talker

Social Landing Pages

Social Landing Pages: Blogs

Educate your readers

to Increase Use

Social Landing Pages: Blogs

Let comments

Influence Opinion

Social Landing Pages: Blogs

Give visitors

a way to Talk

Sidebar Ads

Conversion Beacons

In-Copy Ads

Conversion Beacons

Other Social Landing Pages

Help Pages increaseConversion to Use

Other Social Landing Pages

Help Pages

Forums influence Use, Opinion and Talk

Help Pages

Forums

Microblogs can also support Use, Opinion and Talk

Other Social Landing Pages

Help Pages

Forums

Microblogs

Affinity/Fan Pages

Other Social Landing Pages

TalkOpinionUseAwareness Consideration Action

Link Tagging: Google Analytics

Search Engine Alerts: Technorati, Google Blog Search

Social “Listening” Services: Radian6, Techrigy, BuzzStream

URL Shorteners with Metrics: Bit.ly and Budurl.com

Activity on Social Landing Pages: Wordpress, Facebook Pages, LinkedIn Groups

The Report We Want

Traffic source linked to conversion

Too Many Places to Track

We Want All of Our Dials in One Place

We Need to Automate Distribution

I Like Cheap and Free

Content-Oriented Social Marketing

1. Create a piece of content2. Devise a way to measure its affect on our

bottom line

3. Market each content item as its own product

Content-oriented Social Marketing

1. What was shared with our network and when

2. How many people potentially saw it (impressions or reach).

3. How many readers clicked on it.

4. How many of those readers bought from us or became leads.

Measuring Results

• Campaign or program

• Launch Date

• Service or social network delivering

• Format of post, email, message, etc.

• Identifier, version and keywords

• Destination URL

Tracking Clicks

?http://conversionscientist.com/converting-with-

email/conversion-alert-invisibility-ray-hurts-

email-open-rates-and-click-through-rates/

?utm_campaign=Conversion-Scientist-Blog-100616

&utm_source=100619-Twitter

&utm_medium=microblog-status

&utm_content=Invisibility Ray-6

Google Analytics Tracking Links

Tracking Spreadsheet: http://pubcon.ConversionScientist.com

SOURCES:

Conversion Scientist Blog

ClickZ Marketing Experts

Column

Search Engine Land

Conversion Science

Column

60-Day Experiment

GOAL: ADD SUBSCRIBERS TO THE CONVERSION SCIENTIST EMAIL LIST

60-Day+ Experiment

Challenge:How do you measure content on another site?

Create a Social Landing Page on a Site you can Measure.

Links to Full Article

Offers Subscription

60-Day+ Experiment

60-Day+ Experiment

5 Articles

7 Blog Posts

82 Facebook Updates

25 LinkedIn Updates

28 Tweets

4 Email Newsletters

6 Flickr Images

OUTPUT:

60-Day+ Experiment

1,164,004 Total potential audience reach (Spredfast)

14% net increase of Twitter followers (227)

12% Net increase in Facebook friends and fans (119 )

5% net increase in LinkedIn connections (53)

25% net increase in RSS feed subscriptions (174)

57 Email Subscribers

PREDICTIVE RESULTS:

60-Day+ Experiment

206 Visits

700 Pageviews

32.75% Bounce Rate

63.73% New Visitors

DEFINITIVE RESULTS:

DEFINITIVE RESULTS:

60-Day+ Experiment 7 Email Subscribers (2.50% CR)

RESULTS:

60-Day+ Experiment7 Email Subscribers (2.50% CR)

RESULTS:

60-Day+ ExperimentCompared to Other Channels

Comparison to Email

10 days of email

CONCLUSIONS:

• Social Media Marketing May Require both Conversational AND Content-oriented strategies

• Continue to Invest in Social Media incrementally

• Test LinkedIn Groups

• Improve Social Landing Page Conversion Rates

• Invest More in Email Marketing (the other social network)

60-Day+ Experiment

Supplement eBook

http://bit.ly/socialebook

Free 45-Minute Consultation

Let The Conversion Scientist take a look at your site and tell you how you can improve your business.

I answer YOUR questions

Schedule Here:http://bit.ly/ScientistTime

Email: brian@ConversionScientist.comPhone: 512.961.6604

TM

The Conversion Scientist BlogConversionScientist.com

Slides and Other Resources: ConversionScientist.com/resources

Twitter: @bmassey

LinkedIn: LinkedIn.com/in/BMassey

Facebook Fan Page: Facebook.com/ConversionScientist

Contact:brian@conversionscientist.com512.961.6604

My Social Dashboard