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Justifying Social Media Analytics Investment

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Monique Pouget
Monique Pouget

The document discusses justifying investments in social media for sweepstakes promotions by outlining key performance indicators (KPIs) to measure such as cost per email, cost per visit from social referrals, cost per lead, and growth in social media followers and engagement from the promotion. It provides examples of tools that can help track KPIs for the sweepstakes campaign on social media and the website. The presentation emphasizes using data and metrics to demonstrate the return on investment from social media for sweepstakes.

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Justifying The Investment: Analytics For Social Media Presented by Monique Pouget | March 1, 2012
First Off, Who Am I? Name: Monique Pouget Twitter: @MoniqueTheGeek Title: Senior SEO & Social LinkedIn: linkd.in/mpouget Media Strategist Read My Posts: Blog Company:Thunder SEO
What I Won’t Be Doing Today http://bit.ly/EveryPresentationEver
Showing Sweepstakes ROI
Total Promotion Costs Prize Print Ads Banner Ads Facebook Ads Design/Copywriting Call Tracking Software Email Management Tool Sweepstakes Management Tool + Online Marketing Agency or Manual Management ------------------------------------------------ = Total Costs
Sweepstakes Management Tool http://www.wildfireapp.com/
Sweepstakes Management Tool Microsite Facebook Tab http://www.wildfireapp.com/
Show Me The KPIs!
KPI #1 – Emails Total Costs / New Emails = Cost Per Email http://www.wildfireapp.com/
KPI #2 – Social Referral Traffic Total Costs / Social Visits = Cost Per Visit http://www.google.com/analytics/
Social Advanced Segments Shameless Plug: http://bit.ly/SocialAdvancedSegments
KPI #3 – Website Traffic from a Link myawesomesweeps.com mywebsite.com/about- us/sweepstakes?utm_source=twitter&utm_me dium=hootsuite&utm_campaign=awesomeswe eps http://bit.ly/GoogleURLBuilder
KPI #3 – Website Traffic from a Link Traffic Sources > Sources > Campaigns
KPI #4 – Leads Phone Calls from Dynamic Call Contact Form Completions Tracked Tracking Phone Number Used with Google Analytics Goals on Sweepstakes Page Total Costs / Active Leads = Cost Per Lead
KPI #5 – Banner and Facebook Ads Total Costs / Clicks = Cost Per Click http://www.facebook.com/advertising/
KPI #6 - Entries Total Costs / Total Entries = Cost Per Entry http://www.wildfireapp.com/
KPI #7 – Twitter Engagement Growth in Twitter followers, @mentions, ReTweets, clicks, #hashtag use http://hootsuite.com/
KPI #8 – Facebook Engagement Growth in Facebook fans, likes, comments, wall posts, shares, clicks Facebook Page Insights
Need More Facebook & Twitter Metrics? http://mz.cm/IntroducingSocialAnalytics
Need More Facebook & Twitter Metrics? http://bit.ly/socialraventools
Need More Facebook & Twitter Metrics? http://simplymeasured.com/free-social-media-tools/
Beyond KPIs – Conversations http://storify.com
Beyond KPIs – Informed Content
Thank You! Questions? @MoniqueTheGeek monique@thunderseo.com www.thunderseo.com/blog bit.ly/thunderseo-smx

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Justifying Social Media Analytics Investment

  • 1. Justifying The Investment: Analytics For Social Media Presented by Monique Pouget | March 1, 2012
  • 2. First Off, Who Am I? Name: Monique Pouget Twitter: @MoniqueTheGeek Title: Senior SEO & Social LinkedIn: linkd.in/mpouget Media Strategist Read My Posts: Blog Company:Thunder SEO
  • 3. What I Won’t Be Doing Today http://bit.ly/EveryPresentationEver
  • 5. Total Promotion Costs Prize Print Ads Banner Ads Facebook Ads Design/Copywriting Call Tracking Software Email Management Tool Sweepstakes Management Tool + Online Marketing Agency or Manual Management ------------------------------------------------ = Total Costs
  • 6. Sweepstakes Management Tool http://www.wildfireapp.com/
  • 7. Sweepstakes Management Tool Microsite Facebook Tab http://www.wildfireapp.com/
  • 8. Show Me The KPIs!
  • 9. KPI #1 – Emails Total Costs / New Emails = Cost Per Email http://www.wildfireapp.com/
  • 10. KPI #2 – Social Referral Traffic Total Costs / Social Visits = Cost Per Visit http://www.google.com/analytics/
  • 11. Social Advanced Segments Shameless Plug: http://bit.ly/SocialAdvancedSegments
  • 12. KPI #3 – Website Traffic from a Link myawesomesweeps.com mywebsite.com/about- us/sweepstakes?utm_source=twitter&utm_me dium=hootsuite&utm_campaign=awesomeswe eps http://bit.ly/GoogleURLBuilder
  • 13. KPI #3 – Website Traffic from a Link Traffic Sources > Sources > Campaigns
  • 14. KPI #4 – Leads Phone Calls from Dynamic Call Contact Form Completions Tracked Tracking Phone Number Used with Google Analytics Goals on Sweepstakes Page Total Costs / Active Leads = Cost Per Lead
  • 15. KPI #5 – Banner and Facebook Ads Total Costs / Clicks = Cost Per Click http://www.facebook.com/advertising/
  • 16. KPI #6 - Entries Total Costs / Total Entries = Cost Per Entry http://www.wildfireapp.com/
  • 17. KPI #7 – Twitter Engagement Growth in Twitter followers, @mentions, ReTweets, clicks, #hashtag use http://hootsuite.com/
  • 18. KPI #8 – Facebook Engagement Growth in Facebook fans, likes, comments, wall posts, shares, clicks Facebook Page Insights
  • 19. Need More Facebook & Twitter Metrics? http://mz.cm/IntroducingSocialAnalytics
  • 20. Need More Facebook & Twitter Metrics? http://bit.ly/socialraventools
  • 21. Need More Facebook & Twitter Metrics? http://simplymeasured.com/free-social-media-tools/
  • 22. Beyond KPIs – Conversations http://storify.com
  • 23. Beyond KPIs – Informed Content
  • 24. Thank You! Questions? @MoniqueTheGeek monique@thunderseo.com www.thunderseo.com/blog bit.ly/thunderseo-smx