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Post on 18-Oct-2014
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Measuring Social Media
Marketing
Brian Massey, Conversion [email protected]
@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: [email protected]: 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:[email protected]
My Social Dashboard