5. Life, Pre-Argyle
The biggest challenge was
connecting the inputs to outcomes.
Inputs Outcomes
(books, libraries, students (increased learning, proficiency,
served) fluency)
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6. Oh So Meta…
Social Media
Marketing for a Social
Media Marketing
Management
company
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7. Why is social problematic?
• Real-time
• One-to-one
• Pervasive
• Changing
• Complicated
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8. Why is social problematic?
• Real-time
• One-to-one
The biggest challenge facing social
• Pervasive marketers is connecting the
media
• Changing inputs to outcomes.
• Complicated
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9. Social media should be data-driven
• Social Media Marketing = Marketing
• Marketing = Driven By Outcomes
• If A=B & B=C, then A=C.
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10. Social is difficult to measure
Two Types of Marketing Channels
Intent Generating channels:
Build awareness, interest, desire
Intent Harvesting channels:
Call to action (purchase, form, etc.)
Two Types of Conversion Tracking
Multi-touch tracking attributes
revenue to all of the channels on their
path through the funnel.
Last-touch tracking attributes all of the
revenue to the last channel prior to
sale.
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11. Social is difficult to measure
Your goal as a social media
marketer is to move people down
the funnel.
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12. You (Probably) Under-Report Social
Day 30:
Day 0: Person makes buying
Person follows your company on decision, Googles your
Twitter. company, clicks an ad, converts.
Day 0-30:
Person
clicks, socializes, RTs, posts, etc.
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13. You (Probably) Under-Report Social
Day 30:
Person makes buying
Day 0: decision, Googles your
Person follows your company company, clicks an ad,
on Twitter. converts.
Social is rarely the last touch.
Day 0-30:
Person
clicks, socializes, RTs, posts, e
tc.
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14. For example…
Google Analytics shows 178 social
media ―assisted conversions‖ for
a time period…
…but we tracked over 1,100 socially
Influenced conversions for the same
chunk of time.
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15. For example…
Google Analytics shows 178 social
media “assisted conversions” for
this time period…
Scenario 1: Social media gets scrutinized.
Scenario 2: Social media is the hero.
…but we tracked over 1,300 socially
Influenced conversions for the same
chunk of time.
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16. Social Proof?
20% of total Exclusive 225% follower
sales to the online listings growth over 6
social channel drive offline months
sales
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17. Now what?
HOW DO I MEASURE MY
SOCIAL ROI?
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18. Measure what matters
Every single step is measurable:
Awareness: followers and fans
Interest: clicks and engagement
Action: social conversions
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19. Measuring Awareness: Fans
How many do you have?
– B2B
Compare total fan count
to lead count.
Aim for 1:1 ratio.
– Consumer Products
Compare fan count to
customer count.
Aim for 1:1 ratio.
– Newspapers & Blogs
Compare fan count to Flickr user Fe em Brasil
website uniques.
Aim for 15%.
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20. Measuring Awareness: Fans
How many do you have?
– B2B
Compare total fan count
to lead count.
Aim for 1:1 ratio. and
Fans followers are crucial
– denominators for other data points.
Consumer Products
Compare fan count to
customer count.
Aim for 1:1 ratio.
– Newspapers & Blogs
Compare fan count to Flickr user Fe em Brasil
website uniques.
Aim for 15%.
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22. Measuring Awareness: Fans
Who are they? Where are they coming from?
Demographics—target and actual ―Like Sources‖ and ―External referrers‖
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23. Measuring Awareness: Fans
Who are they? Where are they coming from?
Demographics—target and actual ―Like Sources‖ and ―External referrers‖
When it comes to your social
audience, quality is just as important as
quantity.
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24. Measuring Interest: Clicks
KPIs
• Clicks (duh)
• Clicks per post
• Clicks per follower
• Response rate
Key Questions
• What content drives interest?
• What are you posting?
• How are you posting it?
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25. Measuring Interest: Clicks
Metrics in Action
Clicks Posts Clicks per
Post
Increase in clicks is driven by
increase posting frequency
Which is
better?
Increase in clicks is driven by more
engaging content
Decrease in clicks is driven by less
Which is engaging content
worse?
Decrease in posts is driven by fewer
posts—easy to fix!
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26. Measuring Action: Conversions
KPIs
• Revenue
• Conversion count
• Revenue per conversion
• Conversion rate
Key Questions
• What is your call to action
strategy?
• What offers work best?
• Are you using landing pages?
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27. Measuring Action: Conversions
Metrics in Action
Revenue Conversions RPC
Increase in revenue is driven by
higher conversion volume
Which is
better?
Increase in revenue is driven by
higher revenue per conversion
Decrease in revenue is driven by
lower revenue per conversion
Which is
worse?
Decrease in revenue is driven lower
conversion volume
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28. Some Insights we’ve gained
• Aggregated and anonymous
• December 2010 through May 2011
• 70k+ posts
• 381 organizations; all industries, all sizes
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29. Definitions
• Post: a single piece of content published via Argyle
Social.
• Click: a redirection from an Argyle short URL, published
via Argyle Social.
• Conversion: direct or indirect completion of an Argyle
Goal as a result of a click on a post published via Argyle
Social.
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30. Insight #1
RSS Automation Works
Clicks by Posting Method Revenue by Posting Method
30 $300
25 $250
20 RSS automation is just as $200
Revenue
Clicks
15
effective as posting manually. $150
10 $100
5 $50
0 $0
RSS Manual RSS Manual
Posting Method Posting Method
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34. Iterate, iterate, iterate
Define
goals/objectives/indicators
Track through to outcome Revisit the framework
Test Learn
Work towards a small
Test, learn, adjust, repeat
toolbox
Adjust
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35. Did we cover it?
• Why am I here?
• Why is social media marketing
problematic?
• How can you measure social ROI?
– Awareness
– Interest
– Action
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36. Five things you can do now
1. Aggregate your publishing efforts.
2. Make it a habit to share smart links.
3. Activate Multi-Channel Funnels in GA.
4. Develop a content matrix.
5. Conduct a social media review.
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37. Plot your course
Social Review Whitepaper
http://ar.gy/review
• Do you have the fans you want?
• What content resonates with your
audience?
• How do you drive more value through
social?
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38. Thank you very much.
Slides at http://ar.gy/isummit11
Jill Carlson
@carlsonjill
http://argylesocial.com
#ISum11
Notas del editor
Hey! I’m Jill Carlson, Marketing Manager at Argyle Social. We develop social media marketing software for data-driven marketers – and I’m here to tell you a little bit about how and why we measure social media ROI.
Many of you are staring at laptops, presumably tracking the conference on Twitter. So if you’d like to tweet, find us at @argylesocial and me at @carlsonjill
My life prior to Argyle was spent in the classroom and at an international education non-profit. And particularly at the non-profit, we loved counting things. The number of books, students served, libraries built, and on and on. But the most challenging part was taking those numbers and connecting them with some sort of tangible outcome – increased leaning, proficiency, fluency -
My life prior to Argyle was spent in the classroom and at an international education non-profit. And particularly at the non-profit, we loved counting things. The number of books, students served, libraries built, and on and on. But the most challenging part was taking those numbers and connecting them with some sort of tangible outcome – increased leaning, proficiency, fluency -
And that brings me to today. I told you that little backgorund about myself because as a marketing manager for a social media marketing management company, I’ve found similar challenges. But why is social media marketing so problematic?
The reality is that social media has some serious issues – why?It happens incredibly quickly…it involves an endless tornado of content.(Insert your own problems here. I’ll wait.)The biggest problems in the outcome-driven model are that social happens at the top of the funnel.
And not unlike the nonprofit I first told you about, in social media marketing the biggest challenge is connecting inputs to outcomes. But why?
First – some algebra. And this is a pretty fundamental assumption.While social media is exciting, new, and bursting with unicorns, it is still marketing. Highly specialized marketing.Marketing is all about driving outcomes for your business. That’s it. Leading indicators are nice – but conversions, leads, free trials, sign-ups etc are all that matter.So by the transitive property you learned in 8th grade, social media marketing SHOULD be all about business outcomes. At least clinically speaking.
But social is really difficult to measure.
It’s clear that social media works – now the question becomesHow do I improve – Measure what you care aboutImprove individual measurementsUsing data to improve your smmarketing
*increase font sizeRaw numbers and trends are easy but not very instructive. Compare with something real to make judgments:audience size is the obvious place to start, but follower counts are often a polarizing metric.commentary re: follower counts, importance of quality, ratios as a smart way to normalize and benchmark follower data.
*increase font sizeRaw numbers and trends are easy but not very instructive. Compare with something real to make judgments:audience size is the obvious place to start, but follower counts are often a polarizing metric.commentary re: follower counts, importance of quality, ratios as a smart way to normalize and benchmark follower data.
Let’s say you ran a contest last month. In this contest, you promised one lucky winner a free iPad. All that entrants had to do was like you on Facebook and post your contest to their wall. The contest was a huge success — in one week you doubled your fan count. Huzzah!In the following weeks, you’ve posted several links and a couple of offers. You were hoping to see a doubling of clicks on your links and conversions on your offers, but that didn’t happen. What’s going on?This is a straightforward example showing that raw fan / follower count isn’t very mean- ingful by itself — you also need to evaluate who your fans and followers are.
Would you market to other channels without knowing your target and actual audience? We didn’t think so.
Would you market to other channels without knowing your target and actual audience? We didn’t think so.
quickly explains the data source for the next few slides.
explain context of the data.suggest the action: use a service to automate posts via RSS. (Note: most RSS posts publish immediately, are not scheduled. Might need to delineate in the next slide.) if possible, schedule homegrown content to post multiple times. consider publishing content from other RSS feeds, can filter by tag or category.
explain the graph.explain the takeaways:Timeliness premium when it comes to transactions. The further into the future Argyle users scheduled posts, the less influence the posts had on revenue.Suggests a few things:- Marketers aren’t scheduling posts with a strong call-to-action- Followers are less responsive to “planned” content.- Time-sensitive call-to-action is compelling