digital futures: getting roi from social media - georgia halston

Social Media and ROIby @GeorgiaHalston

What I will be talking aboutWhy Business Needs Social • Awareness/Authority• SEO Benefit• CRM• The Social Arms Race Social Reporting • What you need to report on• Social monitoring tools• On-platform insights• Google analytics• DIY ROI 

Why Business Needs Social

Awareness/AuthorityDumb Ways to Die

• The Public Transport Authority in Melbourne, Australia

• 41 million views on Youtube• Tumblr featuring gifs from the video• Microsite where you can buy the song on iTunes –

33k Likes, 290 Tweets• Remains within the collective consciousness

http://b3.io/10uvayp

http://b3.io/ZD6Eu1

SEO Benefit

SEO BenefitSharing

SEO Benefit

• Authorship

• Optimising your G+ title tags

• Embedding post links

• Super fast URL crawl from a post

Google+

SEO Benefit

How to do it better

• Fill out your profile

• Post your content

• Search for authority figures (http://www.circlecount.com/)

• Make connections – Google+ Communities

Google+

CRMPeople Hate Call Centres

• Waiting times• Pillar to post• Confusing menus• Calls being dropped• Information lost in translation• Cost

People do not stay quiet about it!

CRM

• Test the time of a social reply in comparison to a telephone conversation

• Social CRM savings can be calculated by comparison

Benefits• Automated replies that take seconds to make bespoke• Sending links is much easier• Gain followers through the DM process

It’s all about testing

• Meticulously count the number of issues that come in through social month on month

The Social Arms RaceWhere the brands are:

From Technorati Media

The Social Arms RaceWhere the audience is:

From Neilson

Points to consider:

• What platforms are relevant to your brand?

• How much time/resource can you justify?

Social Reporting

What you need to report on• From the very beginning you need to decide with your client what you want

from your social efforts:

o Followers?o Engagement?

• Why?

o The why is far more important, you should always be asking thiso Never let someone tell you they want more followers without asking why

Social Monitoring ToolsThe two sides of social monitoring

Social Listening• Social Mention• Radian 6• Sysomos• Social Radar

Monitoring your own platforms• Social Report• Followerwonk• Sprout Social• Adobe Social

Social Monitoring ToolsSocial Mention

On-platform InsightsFacebook Twitter

On-platform InsightsPinterestYouTube

Competitor Analysis

• Check out their strategy

• Don’t be afraid to position yourself as the antidote to another brand’s poison, social is a window in their world and how their customers really feel

Never stop spying

• Keep up with engagement figures

Google AnalyticsGetting Started

The first thing you need to do in terms of setting up your analytics properly is to add your social accounts so you can start accumulating traffic data from day one:

Google AnalyticsGoals

Consider:• Your onsite KPI’s

• Any on-action considered valuable to your company e.g. purchases on an e-commerce site, filling in a contact form, carrying out a poll, clicking on a certain offer for more information etc.

Your goal can be completely dependent on what you want for your company

Google AnalyticsGoals

Example 1: A nascent organisation looking for general brand awareness through their social efforts.

• Traffic sources suffice

Google AnalyticsGoals

Example 2: A larger, more established company may be looking for say, more interest in sign-ups to a form on their site.

Needs to be set up as a goal

Google AnalyticsE-commerce

• E-commerce is a lot easier to track and will give you a concrete ROI figure from social referral through to conversion.

• You can track this by simply selecting the Conversions tab in the social section of the Traffic Sources menu.

Google AnalyticsE-commerce

• Typically, this is the sort of information you will be faced with:

Google Analytics Non E-commerce Sites

• Refer back to you’re the client’s goals as a whole

• Your client or company should already be able to attribute a monetary value to on-site actions

• Example: An enquiry form entry is worth on average £5 to your company or client.

Google Analytics

Social Campaign Management

• Google analytics it can be a lot easier.

• Using a tool like a URL builder, you can tag URLs with a unique Urchin Tracking Module (UTM)

• Attribute traffic to even a single tweet or Facebook post.

Google AnalyticsPaid Social Advertising

• You can tag URLs with a UTM to distinguish paid for advertising traffic:

• Analytics offers you a unique visitor insight

DIY ROI

Peer Index• Rewards customers with a social scoring

system

Building your own system• Create interest• Create brand ambassadors• Create an on-going, meaningful relationship• Nail down the value of a Like

DIY ROI

Channel 4’s Scrapbook

• Stylised for its audience• Mimics pin board

elements of Pinterest• Keeps their audience

engaged online• Gives an insight into their

audience with rich data being stored

• Georgia.halston@branded3.com

• @georgiahalston on Twitter

Questions?

 • Google Analytics URL Builder - http://b3.io/13P86z4• Google Analytics Social Reports - http://

www.google.com/analytics/features/social.html• Peer Index - http://www.peerindex.com/• Social Mention - http://socialmention.com/• Radian 6 - http://www.salesforcemarketingcloud.com/• Sysomos - http://www.sysomos.com/products/overview/heartbeat/• Social Report - http://www.socialreport.com/• Followerwonk - https://followerwonk.com/• Sprout Social - http://sproutsocial.com/• Adobe Social - http://b3.io/13RdBNM• On Hold With - http://onholdwith.com/

Resources