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The Top 5 Social Media Metrics Your CMO Wants to See

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The Top 5 Social Media Metrics Your CMO Wants to See

  1. 1. #B2BMX The Top 5 Social Media Metrics Your CMO Wants to See (& How to Track Them) Amelia Ibarra, Marketing Manager - Community & Social, BrightFunnel
  2. 2. #B2BMX Your Presenter: ▪ Marketing Manager @ BrightFunnel ▪ Previously at EverString and several B2C companies ▪ Has a rescue Formosan Mountain Dog named Nova 🐶 ▪ Tweet: @miadia ▪ Email: amelia@brightfunnel.com
  3. 3. #B2BMX ▪ Marketing Attribution Tracking ▪ ABM Analytics ▪ Web Tracking and Ad Network Integration ▪ Independent Platform Solution ▪ Revenue Funnel Analysis ▪ Forecasting and Prediction ▪ Data Validation and Process Optimization ▪ Sales Activity Analysis
  4. 4. #B2BMX ▪ 64% of marketers are using social media for six hours or more and 41% for 11 or more hours weekly. (Social Media Examiner) ▪ 32% of Facebook users engage with a brand or business regularly ▪ Every second 6000 tweets are sent ▪ 94 percent of B2B marketers use LinkedIn to distribute content. ▪ Half of LinkedIn users say they’d be more likely to buy from a company they engage with on LinkedIn. 5 Reasons Social Matters
  5. 5. #B2BMX 75% of B2B buyers have been influenced by info they found on social media.
  6. 6. #B2BMX
  7. 7. #B2BMX Social Marketers are doing a lot!!
  8. 8. #B2BMX
  9. 9. #B2BMX STEP OUT OF THE SOCIAL ABYSS IT’S TIME TO START TRACKING!
  10. 10. #B2BMX 5 Social Metrics Your CMO Wants to See 5. Engagement 4. Acquisition 3. Account-Based Social Metrics 2. Which social campaigns are performing the best? 1. How is this impacting pipeline and revenue? CMO CAT
  11. 11. #B2BMX #5 - Engagement Are you connecting to the right audience?
  12. 12. #B2BMX Why Engagement Matters ▪ Are you reaching the right audience? ▪ Is your audience listening? ▪ Does your message resonate? ▪ In the buyer’s journey -- ▪ determine awareness and interest in your product ▪ Identify potential customers → Find out who is listening
  13. 13. #B2BMX How to Track Engagement On Twitter: analytics.twitter.com
  14. 14. #B2BMX How to Track Engagement On Facebook: Page Insights
  15. 15. #B2BMX How to Track Engagement On LinkedIn: Business Page Analytics
  16. 16. #B2BMX Another Way to Track Clicks If you’re using a URL shortener → check owly or bitly CTR
  17. 17. #B2BMX Track Mentions on Twitter ▪ Set up a Twitter search stream for your company’s name ▪ Search vs. mention ▪ Hack → use If This Then That
  18. 18. #B2BMX ▪ Determine which posts are most engaging ▪ Maximize spend ▪ Increase CTR Engage in A/B testing
  19. 19. #B2BMX #4 - Acquisition Is social helping bring in new customers?
  20. 20. #B2BMX Why Acquisition Matters ▪ Find what % of your marketing traffic is coming from social ▪ Determine if clicks are converting into leads for your biz ▪ See which channels are impacting the buyer’s journey ▪ Know where to optimize spend → Acquisition demonstrates your social media’s value to the business.
  21. 21. #B2BMX UTMs are your BFF ▪ UTM stands for Urchin Tracking Module ▪ 5ys ago Google purchased Urchin and rebranded it Google Analytics ▪ A UTM tag is a tracking marker appended to a URL ▪ https://ga-dev- tools.appspot.com/campaig n-url-builder/ How to Track Acquisition
  22. 22. #B2BMX How to Track Acquisition Using Google Analytics + UTMs
  23. 23. #B2BMX How to Track Acquisition Using Marketo Forms + UTMs
  24. 24. #B2BMX How to Track Acquisition
  25. 25. #B2BMX How to Track Acquisition But how do I track someone who saw our content on social but didn’t fill out a form immediately?
  26. 26. #B2BMX Track anonymous leads with web cookie tracking
  27. 27. #B2BMX How to Track Acquisition
  28. 28. #B2BMX # 3 - Account Based Social Metrics How is social impacting your account-based marketing?
  29. 29. #B2BMX Why Account-Based Social Matters ▪ Gauge awareness of your target accounts ▪ Measure activity on social at the account level ▪ Measure effectiveness of social selling → Account based social helps you develop better relationships with your target accounts
  30. 30. #B2BMX How to Track Account Based Social
  31. 31. #B2BMX How to Track Account Based Social Account A Account B Account C Account D
  32. 32. #B2BMX How to Track Account Based Social
  33. 33. #B2BMX How to Track Account Based Social
  34. 34. #B2BMX #2 - Which social campaigns are performing the best? How can I optimize my campaigns?
  35. 35. #B2BMX Why Campaign ROI Matters ▪ Understand what moves the needle ▪ Analyze channel / offer mix ▪ Which social channel brings in the most leads ▪ Which offer moves leads through your funnel → Campaign ROI helps you make smarter decisions on the entire customer journey
  36. 36. #B2BMX How to Track Campaign ROI
  37. 37. #B2BMX How to Track Campaign ROI
  38. 38. #B2BMX # 1 - How is this impacting my pipeline and revenue? How does each marketing activity impact the bottom line?
  39. 39. #B2BMX Why Pipeline + Revenue Impact Matters ▪ This is your $$$ report ▪ 1st touch tracks what marketing has sourced ▪ Multi-touch shows you how marketing is impacting the entire customer journey → Multi-touch attribution with social media show marketing results in dollars and cents
  40. 40. #B2BMX How to Track Social Impact
  41. 41. #B2BMX How to Track Social Impact
  42. 42. #B2BMX How to Track Social Impact
  43. 43. #B2BMX 5. Engagement 4. Acquisition 3. Account-Based Social Metrics 2. Which social campaigns are performing the best? 1. How is this impacting pipeline and revenue? To recap:
  44. 44. #B2BMX ● Tweet: @miadia ● Email: amelia@brightfunnel.com Q’s & Thank you!

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