@ericboggs, @covatiargylesocial.com

Understanding the Impact of Social Media

@argylesocial

@ericboggs@covati

@ericboggs, @covatiargylesocial.com

Argyle Social helps marketers understand the impact of social media.

@ericboggs, @covatiargylesocial.com

How do you understand the impact of social media

marketing efforts today?

@ericboggs, @covatiargylesocial.com

Engagement is a core tenet of any social media marketing

program.

@ericboggs, @covatiargylesocial.com

Engagement – and your social media marketing efforts in

general – should eventually lead to dollars.

@ericboggs, @covatiargylesocial.com

Without a commitment to measurement, you’ll have no

idea if you’re creating value or wasting time.

@ericboggs, @covatiargylesocial.com

“What gets measured, gets managed.”

@ericboggs, @covatiargylesocial.com

Keyword Impression Click Visit Conversion

Offer Send Open Click Conversion

Twitter/Facebook Fans/Followers

PPC

Email

Social

@ericboggs, @covatiargylesocial.com

Channel

Subscribers

Engagers

Prospects

Conversions

Engagement drives loyalty and repeat purchases

Conversion doesn’t complete the cycle -it re-frames the relationship.

Influencers may be outside the funnel

The Social Funnel

@ericboggs, @covatiargylesocial.com

• Your people: Followers, Fans, Subscribers, etc.

• Extend customer relationships online.

• Key Metrics:– % customers subscribed

– Growth rate, growth drivers

• Hack:– Ask for social connection at all customer touch-points.

– Link social subscribers to email subscribers.

– Quantify customers / subscribers.

Subscribers

@ericboggs, @covatiargylesocial.com

• People that raise their hand.

• Engagement moves subscribers down the funnel.

• Metrics:– Engagers / Subscribers – can you increase engagement?

– Interactions by Content – what made people pipe up?

• Hack:– Define “engagement” for your organization.

– Inspect your data from different perspectives.

Engagers

@ericboggs, @covatiargylesocial.com

• People that convey interest.

• This stage may take different permutations.

• Key Metrics:– Interactions per prospect

– Prospects by content

• Hack:– Define the threshold between engager and prospect.

– Use web analytics parameters to build smarter links.

– Let others do the asking for you.

Prospects

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• People that rang the register.

• Conversions should include repeat customers.

• Metrics:– Revenue per content, per subscriber, per channel, per property, etc.

– Lead time – from subscriber to conversion.

• Hack:– Use web analytics parameters to build smarter links.

– You can probably track this with existing tools.

– Rinse, repeat.

Conversions

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Room For Improvement

• These steps are squishy.

• Causation is a big leap from correlation.

• Attribution remains a problem.

• This is still a manual process. For now…

@ericboggs, @covatiargylesocial.com

Try This Tomorrow:

• Find ways to differentiate your audience.

• Snapshot metrics that reflect separate stages.

• Try to move the needle week-over-week.

• Tip:

Channel Subscribers Engagers Prospects Conversions

@ericboggs, @covatiargylesocial.com

Try This Tomorrow:

• Tip, cont’d:

– Create a new Gmail account.

– Export your email list, import to Contacts.

– Use the Contact finder on Twitter/Facebook/etc. to find your customers.

– Count / Follow / Engage / Etc.

@ericboggs, @covatiargylesocial.com

Try This Tomorrow:

• Publish all social content via single platform.

• Append analytics parameters to your links.

• Track the impact of your content.

• Tip:

– Link bit.ly with Tweetdeck across your team.

– More? Check out Argyle, Spredfast, CoTweet.

@ericboggs, @covatiargylesocial.com

Try This Tomorrow:

• Find your top-performing content.

• Re-schedule it for the next several months.

• Thank me later.

– Tip of the hat: Phil Buckley

• Tip:

– Vary timing to determine if it is significant.

– Make sure to segment tracking data.

@ericboggs, @covatiargylesocial.com

When working on other marketing programs, ask yourself why your social media marketing programs

don’t have the same rigorous approach.

@ericboggs, @covatiargylesocial.com

Feedback? Questions?

(Thank you.)

Eric Boggs - eric@argylesocial.comAdam Covati – adam@argylesocial.com