The Proof is in the Attribution
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How do you prove that your social media marketing campaign is working? In e-commerce, it’s easier to track how people end up with your product or services, but most businesses don’t have a product or service they sell online. On top of that, most of us are dealing with CEOs, CMOs, Owners, VPs, etc, that don’t know much about and don’t totally believe in social media. Your program – and maybe even your job – depends on the proof. We’ll quickly review strategy basics, KPIs, and the jump into tracking social analytics (especially on Facebook) and how they tie into each tactic. Presented by Jessica Nelson, founder of Elev8Social, at State of Search 2014 www.elev8social.com
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The Proof is in the Attribution
- 1. The Proof Is In The Attribution Attributing Social Media Tactics to Off-Site Goals Jessica Nelson Elev8Social, LLC @JNels08
- 2. Hi, I’m Jessica. @JNels08
- 3. My Failure Story @JNels08
- 4. @JNels08
- 5. We’ll Cover • What Attribution Is • Strategy Overview • Common KPIs and Where to Get The Data • Attribution Examples • My Failure Story @JNels08
- 6. What is attribution? Attribution: Assigning weight to the strategic tactics that make up the steps to reaching the goal. @JNels08
- 7. The Problem Many decision makers feel they need to get socially active in a hurry. @JNels08 REA DY AIM
- 9. Why You Need Buy-In • Only 25% of CEOs said their reports contain the information they need. • Only 9% believe the report contained a singular version of the truth. @JNels08 bit.ly/BizLeaderStudy
- 10. KPIs Translated Business Goal • Be The Expert/Industry Thought-Leader • Increase Brand Awareness • Lead Generation/Increase Sales KPI • Clicks, Shares, Retweets, Web Traffic from Social • Page Likes, Mentions, Followers • Number of Opt-Ins @JNels08
- 11. Tracking KPIs on Social o Page Likes/Unlikes o Followers o Follower Demographics o Engaged Users o Reach (Organic and Paid) o Impressions (Organic and Paid) o Post/Type of Post Efficacy o Post Clicks o Negative Feedback o Check Ins o Website Clicks from ads • Where do you track? @JNels08 o Mentions o Comments/Likes/Shares o Retweets o Unique Views o Opt-ins • What can you track? o Facebook Insights o TweetDeck o SocialBro o Google Analytics
- 12. Facebook: On-Page Insights @JNels08
- 13. Facebook: Exporting Reports • Engaged Users • Reach (Organic and Paid) • Impressions (Organic and Paid) • Post/Type of Post Efficacy • Post Clicks • Negative Feedback • Check Ins • Ad Metrics @JNels08
- 14. Attribution • Create an equation @JNels08 KPI 1 KPI 2 KPI 3 Goal
- 15. Prove it: Become A Thought-Leader Tactic: Build library of interesting industry-related content. Proof: a. Ad clicks Website clicks b. Increase in unique and repeat website traffic c. Shares/Retweets The Story: @JNels08
- 16. Prove it: Increase Offline Sales Tactic: Generate Leads With An Opt-In That Pushes Customers to the Store/Location Proof: a. Build Opt-In Campaign b. Serve Ad to Narrowly Targeted Audience c. Track Sign Ups d. Track In-Store Claims (offline) The Story: @JNels08
- 17. Formatting The Report @JNels08 VS
- 18. Recap 1. Start with a solid digital strategy rooted in overall business goals. 1. Identify and get buy-in on KPIs. 1. Use the data to tell your attribution story. 1. Know what type of report your boss/client prefers. @JNels08
- 19. Questions? Need help later? Email me: jessica@elev8social.com @JNels08
Editor's Notes
- Relax. Breathe You are awesome. And, because, which means :D
- Brands I’ve worked on
- -Rockstar Campaign. Over $280k of trackable brick and mortar sales Audience tracked to a T BUT didn’t get buy in on the KPIs. I just set them—they were good. Solid. But they were mine. Went to deliver a report I was very proud of. Charts showing great share, line graphs showing increase. Presented to the President. He claimed smoke, mirrors and bullshit. Tail between legs, went back with raw data—he didn’t understand. We landed on two reports.
- Basically, give credit where credit is due. Showing how each of your tactics helped you get to the goal.
- Many decision makers feel they need to get socially active in a hurry. Many companies get on social media (Facebook especially) without a real strategy rooted in their business goals. They usually are focused on—even distracted by—metrics that don’t matter, like getting 10,000 Likes. These won’t get them the results they’re looking for.
- The key to getting buy-in is starting with a really good foundation. To do that, you have to have a solid strategy in place. It’s tempting to jump into social media without a plan. To get on Facebook, post a handful of statuses that are all over the map, and then fall off. CLICK-> At a high level, your basic strategy should start with the business owner/decision maker’s overall business goals that you then translate into digital Goals. Based on those, you identify and AGREE on Key Performance Indicators—VERY IMPORTANT. If you have a really solid plan in place with KPIs that you have determined on your own, you will not be able to successfully attribute your program’s success. They have to have a say and agree with the final decision Then, you track the KPIs, evaluate the outcomes, and refine your strategy based on what’s working and what’s not. This should be a well-rooted plan with the flexibility to shift when the data tells you it’s time.
- Study by DOMO.com and Business Intelligence.com surveyed 300 business leaders and CEOs
- ----- Meeting Notes (11/6/14 04:30) ----- seehow you can tie them in a linear way to the goal
- ----- Meeting Notes (11/6/14 04:33) ----- 3 types plus ads
- So how do we attribute off-line successes to our online efforts? Most important thing to note is that you CANNOT track social metrics alone. If you are only looking at Facebook insights, you’re only seeing a piece of the pie
- Tell a story
- Just like you have to find the right types of content to generate the right responses online, you need to do some discovery with your decision maker While infographics do well in the online audiences, my experience says that most big wigs want the numerical data first. Otherwise, they may accuse you of masking the truth