Measuring the Effectiveness of Internet & Social Media Marketing
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One of the best parts of internet marketing is how measurable your efforts are. Unlike TV, radio or print you can see exactly how many people interacted with your brand online, what they did, what they bought, where they came from and more. This workshop explores the key features of Google Analytics as a free tool to measure the effectiveness of your internet and social media marketing plan. Topics to be covered include initial set-up, individual reports generation, establishing campaign metric goals, and analyzing reports.
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Measuring the Effectiveness of Internet & Social Media Marketing
- 1. Measuring the Effectiveness of Internet & Social Media Marketing Amanda O’Brien Hall Internet Marketing Social Media Breakfast Maine
- 2. Internet Marketing is the most measurable marketing around Photo credit: http://www.flickr.com/photos/falcifer/3136673599/
- 3. Tie your social media goals into your business goals! Photo credit: http://www.flickr.com/photos/topastrodfogna/5561693020/
- 4. What are you participating in social media for? • Short term sales • Engage existing customers • Complement promotional campaigns • Encourage word of mouth • Brand awareness • Increase searchability • Spread news and information about your business Photo credit: http://www.flickr.com/photos/lentina_x/3596663014/
- 5. “You've got to be very careful if you don't know where you're going, because you might not get there.”
- 6. You don’t have to do all of this! Photo credit: http://www.flickr.com/photos/shalawesome/1322491128/
- 7. Let’s Measure! Photo credit: http://www.flickr.com/photos/27718575@N07/4307801877/
- 8. Whatever you spend time on, Make sure you get more from it
- 10. Measuring SEO Keyword rankings Google Analytics Site traffic New and repeat visitors Referring traffic Time on site Bounce rate Website conversions
- 11. Measuring SEO Keyword rankings Log OUT of Google Tools: SEM Rush SEOmoz SpyFu
- 12. Measuring SEO Site traffic New and repeat visitors Referring traffic Time on site Bounce rate
- 13. Measuring SEO Website conversions
- 14. Measuring SEO Setting up goals and defining funnels Goal Value Name of goal – email signup, contact form filled out, purchase When visitors become customers 10% Contact Calls = Lead Define funnel – Home page to Products to About Us to Contact Us Cost per sale = $500 Value - $$ Goal = $50 Type of goal - URL Destination, Time on Site, or Pages/Visit
- 15. Email Marketing
- 16. Measuring Email Marketing ESPs tracking Opens Clicks Shares New signups Inbound traffic Redeemed coupons
- 17. Blogging
- 18. Measuring Blogging Site traffic Subscribers Popular posts Comments on the blog Inbound links Search rankings Sales Time spent
- 19. Measuring Blogging Inbound links Trackback Traffic sources Open Site Explorer http://www.opensiteexplorer.org/ Google Alerts
- 20. Social Media
- 21. Things you can measure • Traffic data • Fan/follower data • Interaction data • Content performance Photo credit: http://www.flickr.com/photos/427/2110349532/
- 22. Where is the ROI?
- 23. ROI is Easy Return on Investment Ratio of value received to the actual cost over a base period of time Resources x Rate = ROI Return Time spent (track it) ( + )x Talent & Technology Rate Money in the bank
- 24. So what is the problem? High bounce rates| Low conversion rates | Low pages per visit | Fear
- 25. Tippy top of the sales funnel – Discovery – Powdered Sugar Bottom of the barrel of the sales funnel – Retention - Dough Photo credit: http://www.flickr.com/photos/anotherpintplease/3687440551/
- 26. Let’s Measure! Photo credit: http://www.flickr.com/photos/27718575@N07/4307801877/
- 28. Traffic Data
- 29. Interaction data
- 31. URL Builder Google URL Builder: http://www.google.com/support/analytics/bin/answer.py?answer=55578
- 32. Social Value
- 34. Multi-channel funnels http://www.youtube.com/watch?v=Cz4yHOKE5j8
- 37. We still cool?
- 38. One Example CruiseSource and Royal Caribbean Social Media contest: Objective Data points • Blog post views/shares • New fans • Views/interactions • Mentions • Search rankings Summary Photo credit:http://www.flickr.com/photos/davidspinks/4456919581/
- 40. Quickest Summary Ever If you are going to put the effort in you should: • Have a plan • Measure if it works with key business metrics (not social media metrics) • Keep what works, ditch what doesn’t
- 41. Thank You Amanda O’Brien amanda@hallme.com @amanda_pants www.hallme.com/blog/ www.socialmediabreakfastmaine.com Amandapants.com