digital futures: getting roi from social media - georgia halston
DESCRIPTION
Georgia takes a detailed look at why investment in Social Media is a justifiable spend for your business and what return on investment you can achieve from effectively utilising its channels.TRANSCRIPT
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 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
• 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