4. A Full-On Monet
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5. Metrics Are Not Meaningful
In And Of Themselves
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6. A Fan Is Not A Business Metric
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7. Plan With The End
Goal In Mind
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8. Business Metrics Give
You Focus
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9. Connect The Dots
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10. Convey The Significance Of
Numbers With Visuals
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11. Cut Through The Noise
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12. Report On What Matters
Registration Analysis
Registration Dashboard October 1-31, 2012
IMPACT OF DIGITAL MARKETING ON REGISTRATIONS KEY TRENDS AND INSIGHTS
• EMAIL: Highest conversion rates
Social posts
Email driven by emails that provide specific
PPC
Registrations
value
• SOCIAL: Twitter drives the most
conversions. Types of posts driving
most conversions are Partnering-
focused
FINANCIALS • PPC: Retargeting is the campaign
with the highest rates of conversion
• REGISTRATION: Most attendees
encounter 5 touch points before
converting
CONVERSIONS BY CHANNEL CONVERSIONS BY CONTENT RECOMMENDED ACTIONS
30 • Optimize editorial calendar with
25 conversion-driving content
20 • Redouble Twitter efforts focusing
Researching insulation
15 options on Partnering-centric content
10 •
Post purchase an additional 20% of PPC
Move
5 budget into retargeting
0 •
Green Tactics Research
Continue coordination of
messaging
ts
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13. Engineer Social In Reverse
Use Business Goals to Drive All Aspects of Social Media
Step 1: Step 2: Step 3: Step 4:
Identify your Architect a social Make sure that Measure every
essential business strategy engineered everything in tactic based on how
objectives to meet those market supports well it meets
objectives your business goals business objectives
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14. Contact Info
www.r2integrated.com
Leigh George, PhD
Director, Digital Strategy
R2integrated- Digital Marketing &
Technology [P] 410.369.3744
[E]Lgeorge@r2integrated.com
Twitter: @leighgeorge
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When measuring Social media typically focus on engagementLikesCommentsPostsMentions@repliesMentions RTsseBut does that information help us make decisions?Only means you’re being talked about—nothing beyond thatDo companies really want to to spend all this time and money to measure popularityHow can we identify the ROI of social
BOOM 22,004 we’ve never seen numbers like thatThe volume of tweets when she talked about 4 more yearsYes never seen numbers like thatNumber is huge especially when compared to other numbers that are smallerThese numbers are out there and it’s the media’s duty to report them without the liberal filter of meaning something
80% of analytics dashboards look like thisExcel, lots of tabs, lots of data, lots of numbers, may even have drill downsFans, followers, pageviews, visits, checkins, lifetime total likesDo doubt took an incredible amount of time and resources to put togetherBut what does it really tell you? These are vanity metrics that tell you nothingWhy should I care There’s no analysis or insight--Lack context and actionable valueCan’t look at it and say wow we need to do X.
Who remembers the movie Clueless?Well this is the data equivalent of a Monet: looks great from far away but once you get close up—not so goodDemographics, mentions sentiment—great but so what?What am I supposed to do with this?A-vinash Cow-chic
Numbers without a story are meaninglessInternet numbotron 3,000The problem with the dashboards is that they’re like Colbert’s Internet Numbotron 3,000: lots of numbers we’re supposed to be impressed with in and of themselvesA-vinash Cow-chic Digital marketing evangelist for Googlesays the problem is You leave interpretation to the executive—If you don’t tell them what the numbers mean they will make their own sense of itDo you really want that? You instantly become less valuableSo how do you provide insight not data?
First step to recovery is to admit you have a problemSo how many have clients or bosses who have demanded “We need fill in arbitrarily large number of Facebook fans!”How many of you have included Liking a facebook page as a CTA in a social campaign?Say it with me: A fan is not a business metric”To track your social media, approach to social media needs to be architected strategically
So how can you be strategic? Start at the endExplain our processThink about how social media can support your organization? What are you trying to accomplish and then identify what tactics to useLet the outcome drive the planWhat are you trying to accomplish? What are your business objectives And really need to look at the big picture—how does social not only plug into the business functions of your organization but how does it fit into the other efforts supporting those business functionsIntegratd agency approachIncrease sales or fans?Reduce cost of customer service and by how much, what percent, how will you gauge success
F.R.Y.Olivier Blanchard—Brand Builder Frequency (how often purchased—shortening the interval between purchases, donated, memberships, watched , reach (acquiring net new customers, members)yield (spend more per transaction)
How can you relate marketing activity to business goalsLook for patternsNeed to overlay data to see impactCould be called “transactional precursors”
90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text.Source: 3M Corporation and Zabisco
Telling a story
Action dashboardKeep it simpleTell the story of what’s going on and identify the action