measuring social success by steve hammer
TRANSCRIPT
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#SocialPro #24A @armondhammer
It’s more than viral
Measuring Social Success
Steve HammerPresident, RankHammer
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#SocialPro #24A @armondhammer
Is This ROI?
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#SocialPro #24A @armondhammer
How many new tattoos?
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#SocialPro #24A @armondhammer
Might not be perfect
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#SocialPro #24A @armondhammer
FAMILYWhat it’s all about
FOOD AND WINE
Eating as an art form?
HOCKEYGo Stars
RANKHAMMERDallas Based Internet Marketing Agency
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#SocialPro #24A @armondhammer
Four Tips for survival
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#SocialPro #24A @armondhammer
1: Start with a Goal
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#SocialPro #24A @armondhammer
Not a great goal
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Doesn’t Correlate
10,000,000 Fans
2500 cars
2,000,000 Fans
6,000,000 cars
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#SocialPro #24A @armondhammer
Relate to core business
Commerce Sales Service
Luxury Brand Desire
Cultural Mentions
Content Repeat Visitation Sharing
Community New Members
Discussion Depth
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Conversion Path – Non Linear
Read a Post
Share Search
Second Post Follow
Read offsite post
Active Shop
Buy
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#SocialPro #24A @armondhammer
2: Central Data Source
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#SocialPro #24A @armondhammer
Isolated Metrics
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#SocialPro #24A @armondhammer
Not a measurement motto
Your site is where magic happens
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#SocialPro #24A @armondhammer
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#SocialPro #24A @armondhammer
https://support.google.com/analytics/answer/1033867
Tag items you control
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#SocialPro #24A @armondhammer
Push Data Via Server Side
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Even “in page” actions can be tracked
UA version
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Content Consumption
http://cutroni.com/blog/2014/02/12/advanced-content-tracking-with-universal-analytics/
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3: Segment for Value
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Segments don’t have to be advanced
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#SocialPro #24A @armondhammer
Instant comparison
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#SocialPro #24A @armondhammer
Good, Bad and Ugly
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Cohort Repeats
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4: Recognize Assists
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#SocialPro #24A @armondhammer
Last Click
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Assisted Conversions
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Attribution Modeling
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#SocialPro #24A @armondhammer
THANK YOU!
SEE YOU AT THE NEXT MARKETING LAND EVENT!