Presented by Chad Mendell, Cowdog Media at AHP Tally-Ho at the Alamo Seminar in San Antonio.

1. Analyzing and Enhancing
Your Social Engagement
AHP 2015

2. Chad Mendell

4. So what is the ROI
of Social Media?

5. That’s like asking
What’s the ROI
of your phone?PhotobyHarlandQuarrington-WikimediaCommons

6. Social Media is a Tool

7. Social Media

8. Why Social Media?

9. At any given time, only 3% of the people in
your market are ready to make a purchase
or use your services.

10. At any given time, only 3% of the people in
your market are ready to make a purchase
or use your services.
What about the other 97%?
How do you stay in front of them?

11. It is Where Your Customers
Hang out.
By didgital

12. The Power of

13. The Social Media Funnel

14. Engaging with Content
73% of consumers prefer to get
information from a company in the
form of a collection of helpful
articles over an advertisement or offer.

15. Engaging with Content
73% of consumers prefer to get
information from a company in the
form of a collection of helpful
articles over an advertisement or offer.
61% are more likely to buy.

17. “HALF THE MONEY I SPEND
ON ADVERTISING IS WASTED; THE TROUBLE
IS I DON’T KNOW WHICH HALF”
John Wanamaker

18. Your accountant, the IRS and the
bank don’t care about likes or
Facebook fans.

19. Your accountant, the IRS and the
bank don’t care about likes or
Facebook fans.
Businesses succeed or fail based on
how much money comes in the
door and how much goes out.

20. CAN WE JUSTIFY THE
TIME, ENERGY, AND
MONEY SPENT ON SOCIAL
MEDIA?

21. SIMPLY MEASURING THE
NUMBER OF FACEBOOK
FANS, TWITTER
FOLLOWERS
OR RETWEETS YOU ARE
GETTING ISN’T IDEAL.

22. THIS DOESN’T MEAN
THAT RETWEETS DON’T
LEAD TO SALES.

24. ● Revenue
● Costs (Cost per Lead, Engagement)
● Savings
● Customer Retention Rates (i.e., does
engagement with the content keep
customers longer versus traditional ad
campaigns?)
MEASURE WHAT MATTERS

25. Cost Per Lead
How much does it cost
to acquire a lead?
• Advertising
• Content creation
• Sponsorships
• Referrals

26. Cost Per Engagement

27. Cost Per Engagement
$0.75/engagement

28. Cost Per Engagement

29. Cost Per Engagement
$0.34/engagement

30. Free Social Analytic Tools

31. Facebook Insights

32. Facebook Insights

33. Facebook Insights

34. Twitter Analytics
analytics.twitter.com

35. Buffer

36. Iconosquare

37. Iconosquare

38. Google Analytics

39. Attribution Modeling: Last-
Click vs. Reality
Paid Search Conversion

40. Attribution Modeling: Last-
Click vs. Reality
Paid Search Conversion
Paid
Search
ConversionDirect
Link
Social
Media
REALITY

41. Attribution

43. Attribution

44. Dashboard

45. Paid Tools

46. Paid Tools

47. Paid Tools

48. 5 Tips to Better
Engagement

49. Tip #1 Build A Community Around
an Idea or Cause

50. Tip #2 Join the Conversations
Search.twitter.com

51. Tip #3 Create Native Content

52. Dark Posts

53. Tip #4 Use New Media

54. Tip #4 Use New Media
But not like this:
Photo by Peter Milne - Wikimedia Commons

55. Tip #4 Use New Media
Like this:
Photo by Paul Morse - via Wikimedia Commons

56. Not a Distribution Channel

57. Tip #5 Care About Your Customers
Photo by Pierre Metivier via Creative Commons

58. Relationships Matter

59. When times are GOOD, people do
business with those who they
know, like and trust.

60. When times are BAD, people
ONLY do business with those who
they know, like and trust.

61. Questions?