analytics: measuring and monitoring to optimize roi

Using Metrics to Monitor and

Manage Your Social Media

Marketing

B2BCamp 2013Washington, DC

January, 12, 2013

Hausman and Associates

Hausman and Associates

Angela Hausman, owner of Hausman and Associates, is an Associate Professor of Marketing at Howard University. She is the author of several books and numerous publications on social and internet marketing. In additional to writing for Hausman Marketing Letter, she is a popular writer on Business 2 Community, Social Media Today, Technorati, and Social Media Mags, Follow her on Twitter @MarketingLetter or on Facebook!

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WHAT TO

MEASURELikes?

RT?

Comm

ents

?

Fans?

Followers?Repins?

ROI?

KPI

?

Loyalty?

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TEXT HERE

S.M

.A.R

.T.

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Michael Stelzner, Social Media Examiner:

Marketers are beginning to understand that the ROI of social media extends beyond sales goals.

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CONVERSION

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•MKT RESEARCH – PREDICTIVE ANALYTICS•METRICS: FACEBOOK INSIGHTS, GOOGLE ANALYTICS, ETC•MONITORING/ LISTENING

Google Analytics

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Facebook Insights

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Predictive Analytics

Y= ƒ (Xi, ßi) Behavior= Attitudes, Social Norms

CLV

Tech Acceptance = Perceived Usefulness, Perceived Ease of Use

Events = Community Engagement, Performer, Venue, Location

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Take Aways

SMART Goals

Metrics?

Dashboards

Monitor/ Tweak

Predictive Analytics ≈ ROI

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Questions

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