Is Your Company Losing Money on Twitter? How to Measure Social ROI
-
Upload
paul-vazquez -
Category
Technology
-
view
169 -
download
0
description
Transcript of Is Your Company Losing Money on Twitter? How to Measure Social ROI
![Page 1: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/1.jpg)
Is Your Company Losing Money on Twitter?
VGC Unlimited
Gangplank Avondale
6/7/2013
Paul Vazquez
How to Calculate ROI Using Online Marketing Analytics
![Page 2: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/2.jpg)
Introductions
2 #gpSocialROI
1. Name
2. Who I Help
3. What I Help Them With
4. What I Hope to Learn Today
![Page 3: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/3.jpg)
Introduction
3 #gpSocialROI
![Page 4: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/4.jpg)
Introduction• Contact:
– [email protected]– Twitter: @pvazquez32
• Slides available afterward on Slideshare
4 #gpSocialROI
![Page 5: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/5.jpg)
Agenda• Introduction• Background• The problem• How to calculate marketing ROI
– Measuring resource allocation– Segmenting by channel– Measuring conversion value
• Going further
5 #gpSocialROI
![Page 6: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/6.jpg)
6 #gpSocialROI
Key Takeaway
MEASURE
Social ROI
![Page 7: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/7.jpg)
Why Is This Important?• In the midst of two revolutions
• At their confluence: social analytics
7 #gpSocialROI
Social Media Data Analytics
![Page 8: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/8.jpg)
The Problem
8 #gpSocialROI
Your Website
![Page 9: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/9.jpg)
The Problem
9 #gpSocialROI
Your Website
Profit
![Page 10: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/10.jpg)
The Problem
10 #gpSocialROI
Your Website
Profit
• Ecommerce
![Page 11: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/11.jpg)
The Problem
11 #gpSocialROI
Your Website
Profit
• Ecommerce• Sign ups
![Page 12: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/12.jpg)
The Problem
12 #gpSocialROI
Your Website
Profit
• Ecommerce• Sign ups• Lead generation
![Page 13: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/13.jpg)
The Problem
13 #gpSocialROI
Your Website
Paid Advertising
Profit
![Page 14: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/14.jpg)
The Problem
14 #gpSocialROI
Your Website
Paid Advertising
Social Media
Profit
![Page 15: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/15.jpg)
The Problem
15 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing Profit
![Page 16: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/16.jpg)
The Problem
16 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
![Page 17: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/17.jpg)
The Problem
17 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
![Page 18: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/18.jpg)
The Problem• Maximize profit• Deciding how to allocate resources to:
– Paid advertising– Social media– Email marketing– SEO– Etc.
• Subject to the constraints of finite:– Time– Money
18 #gpSocialROI
![Page 19: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/19.jpg)
3 Measurements
19 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
![Page 20: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/20.jpg)
3 Measurements
20 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
![Page 21: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/21.jpg)
3 Measurements
21 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
![Page 22: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/22.jpg)
3 Measurements
22 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
![Page 23: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/23.jpg)
Resource Allocation
23 #gpSocialROI
• Track time– Toggl– Other tools
![Page 24: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/24.jpg)
Resource Allocation
24 #gpSocialROI
• Track time– Toggl– Other tools
• Convert time to money
![Page 25: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/25.jpg)
Resource Allocation
25 #gpSocialROI
• Track time– Toggl– Other tools
• Convert time to money• Track money spent
– Cost of materials– Cost of employees or consultants
![Page 26: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/26.jpg)
Resource Allocation
26 #gpSocialROI
• Track time– Toggl– Other tools
• Convert time to money• Track money spent
– Cost of materials– Cost of employees or consultants
For each channel!
![Page 27: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/27.jpg)
Resource Allocation
27 #gpSocialROI
• Track time– Toggl– Other tools
• Convert time to money• Track money spent
– Cost of materials– Cost of employees or consultants
Value of Time + Cost of Marketing = Investment
For each channel!
![Page 28: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/28.jpg)
3 Measurements
28 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
![Page 29: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/29.jpg)
3 Measurements
29 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
![Page 30: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/30.jpg)
Analytics Tools
30 #gpSocialROI
![Page 31: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/31.jpg)
Analytics Tools
31 #gpSocialROI
![Page 32: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/32.jpg)
Channel Segmentation
32 #gpSocialROI
• Automatically tags:– Adwords– Search– Referral
![Page 33: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/33.jpg)
Channel Segmentation
33 #gpSocialROI
• Automatically tags:– Adwords– Search– Referral
• Difficult to segment:– Social– Email
• Solution:– URL Builder
![Page 34: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/34.jpg)
URL Builder
34 #gpSocialROI
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
![Page 35: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/35.jpg)
URL Builder
35 #gpSocialROI
URL BuilderUnique
URL
Landing URL
Source
Medium
Name
![Page 36: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/36.jpg)
Campaign Tracking
36 #gpSocialROI
Traffic Sources >> Sources >> Campaigns
![Page 37: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/37.jpg)
3 Measurements
37 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
![Page 38: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/38.jpg)
3 Measurements
38 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
![Page 39: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/39.jpg)
Conversion Tracking
39 #gpSocialROI
• Two main types of conversion tracking• Goals
– Destination– Events– Pages per visit– Visit duration
• Ecommerce
Goals info: https://support.google.com/analytics/answer/1012040?hl=en&ref_topic=1007030
Ecommerce info:https://support.google.com/analytics/answer/1037249?hl=en&ref_topic=1037061
![Page 40: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/40.jpg)
Conversion Tracking
40 #gpSocialROI
• View traffic source value:– Traffic Sources >> Overview >> [Traffic Source Option]– Click “Ecommerce” or “Goal Set”
![Page 41: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/41.jpg)
3 Measurements
41 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
![Page 42: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/42.jpg)
Putting It All Together
42 #gpSocialROI
• Value from each traffic source = Return• Value of time + cost of marketing = Investment
ROI =Investment
Return
![Page 43: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/43.jpg)
Now What?
43 #gpSocialROI
• Allocate resources based on ROI• Reap the rewards!
![Page 44: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/44.jpg)
Going Deeper
44 #gpSocialROI
• Further Segmentation:• Social / Email
– Split test campaigns
• Paid advertising– Split by keyword, ad copy, ad title, targeting
• SEO– Identify the most valuable keywords and invest
![Page 45: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/45.jpg)
45 #gpSocialROI
Key Takeaway
MEASURE
Social ROI
![Page 46: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/46.jpg)
46
Questions?
#gpSocialROI
![Page 47: Is Your Company Losing Money on Twitter? How to Measure Social ROI](https://reader036.fdocuments.in/reader036/viewer/2022062513/556ee683d8b42a5f2e8b53d3/html5/thumbnails/47.jpg)
How did I do?
47
#gpSocialROI
#gpSocialROI