conversion vs conversation: tracking your company's impact on social media

"Conversion vs. Conversation"Tracking Your Company's Impact On Social Media

Presented By:Michael Weisfeld

April 2010

Who is Michael Weisfeld?

Dir. of Social Media & Senior Web Strategistfor BusinessOnLine

Building Websites & Strategies since 2002

Areas of Web Expertise:StrategySocial MediaSearch Engine MarketingUsabilityBusiness Analyst

Background in “Big 5” Management Consulting

@mrweisfeld

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Poll: Is Your Company

Social?

Agenda

Review: stats & trends

Explore: social media 301 & participation profiles

Present:Conversion vs. ConversationContent StrategyGenerating Earned MediaAttribution Analytics

Conclusion

QUESTIONS ??? please hold until the end of the presentation .. there will be time.

SOCIAL MEDIA LANDSCAPE

Stats & Trends

Invention of web 2.0 technology

93% of Americans expect companies to have a presence in

Social Media Sou

rce:

Co

ne,

Inc.

Increase in Time Spent on Social Media

Average time spent by Tweeters using Twitter

2 ¾ hours per daySource: MarketingProfs, LLC

Spent on Facebook each day (worldwide)

3.5 billion minutesSource: facebook.com

Hours of video is uploaded to YouTube

10 hours every minuteSource: youtube.com

Facebook Explosion

133,000,000Highest record in the site’s history

unique visits

To put it in context …

Facebook Market Share of Visits Tops Google’s

Facebook Explosion

http://www.facebook.com/press/info.php?statistics

(04.2010)

400,000,000+

The number of people actively using Facebook –

equivalent to the population of Indonesia, the

world’s fifth-most populous country

registered

users

Facebook Explosion

Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09

5,000,000,000

The number of minutes spent on Facebook each day

min per

day

Facebook Explosion

Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09

1,000,000,000

The amount of content (web links, news stories, blog

posts, notes, photos, etc.) shared each week on Facebook

posts

per

week

Twitter Explosion

Nielsen Online indicates that Twitter grew

1,382% year-over-year in February

475

7,038

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

Jan-08 Jan-09

Unique Audience (000)

Other Social Media Explosion

56.30%

11.38%

40.98%

14.75%

Incre

ase in

Yearly

Tra

ffic

Source: Compete.com, 2/2009-2/2010

Adoption Demographics

More stats …

Source: http://socialmediagraphics.posterous.com/

Social Media is Estimated to Grow 34% Annually

SOCIAL MEDIA 301

What is Social Media Marketing?

Common Marketing Objectives

• Drive Traffic

• Build Product Awareness

• Create Interest & Demand

• Reinforce Brand Loyalty

• Provide Information

• Drive Leads

• Increase Revenue

• Newsletters

• Special Events

• Sponsorships

• Promotions & Contests

• Employee Relations

• Community Philanthropy

• Media Relations

• Media Tours

• Traditional Media

• Speaking Engagements

Mar

keti

ng

Ob

ject

ive

s

Mar

keti

ng

Tact

ics

Strategies

Trade Shows

Association Meetings

Magazines

DirectMail

Distributor Shows

Newspapers

PPC

EmailMarketing

Search Engine Optimization

Catalogs

Websites

Social Media

The Web

Where does social media fit in?O

nlin

eTrad

ition

al

…the same marketing objectives

• Drive Traffic

• Build Product Awareness

• Create Interest & Demand

• Reinforce Brand Loyalty

• Provide Information

• Drive Leads

• Increase Revenue

• Blogs

• Videos

• Photo Sharing

• Social Networks

• Ratings / Reviews

• Micro-Blogging

• Social Voting

• Widgets

• Forums

Mar

keti

ng

Ob

ject

ive

s

Soci

al M

ed

ia T

acti

csStrategies

Interaction and facilitation of three-way conversations:

company to consumers

consumers to consumers

consumers to company

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Company

Consumers

Consumers

Social Media

The Optimal Flow of Information

Beyond the stats …

Word of Mouth:

People share information, ideas and make recommendations all the time.

High level of trust

PARTICIPATION PROFILES

How to users behave in social media

Joiners

Creators

Spectators

Inactives

Critics

Collectors

Publish a blogPublish own web pagesWrite and post articles

Upload self-created videos

Comment on a blogComment on a forum Rate/review products

Contribute to a wiki

Add tags to web pages/photosVote for web sites onlineUse RSS feeds

Visit social networking sitesMaintain profile on social networking sites

Read blogsWatch videosRead online forumsRead ratings/reviews

None of the above

Social Media Profiles

ConversationalistsUpdates status on social

networking siteUpdates on micro-blogs

Increasing Participation

Internal Brand

EvangelistsDetractorsInfluencers

Creators Critics

Collectors

Joiners

Spectators

Inactives

Participation Ecosystem

Conversationalists

Internal Brand Evangelists

Definition:

Internal stakeholders and staff members with a passion to spread the spirit and message of the brand, as a result improving the overall company.

Influencers

Definition:

Enthusiastic individuals equipped with the resources to reach and impact others in a related market.

Detractors

Definition:

Participants who divert dialogue and/or degrade the overall quality of the social atmosphere, usually by violating one or more community policies.

CONTENT STRATEGY

How to post and promote using SM

Determine the User Path

Search “Places to visit in Spain”

Land on Squidoo w/ video on Spain

Link to read PDF about Spain on

Scribd

URL to routing queries

User Checks Fares & Schedules

See New Blog Post on Facebook Feed

Watch Embedded Video on Blog

Link to France Landing Page

Watch Video on Things to do in

France

User Checks Fares & Schedules

SEO

Social Media

User Centered Design

First Visit / Anonymous User

Activity 1

Activity 2

Repeat Visit / Authenticated User

Activity 3

Activity 4

Authenticated Customer

Activity 5 Activity 6

Develop a Content Strategy

Keep in mind your target personas

Consider your resources and budget

Establish an editorial calendar

Discovery & Strategy

Baseline buzz & analytics to fuel content ideation

Keyword research

Align content with marketing mix, marketing calendar, and

content hosts

Logistics

Secure internal resources

Develop content rollout timeline

Purchase the necessary media

Creation

Create content

Build digital asset charts for each piece of content

Execution

Launch Content

Promote Content

Maintenance

Maintain Content based on Industry and Technological

Trends

Follow-up Promotions

Example Types of Content

Tip: try various types of content and measure fan interaction

PersonalInformative

Transactional

Interative

• Photos• Videos• Games • Animation• Music

• Forms• Online Applications• Contests• Reward Programs

• Facts• Figures• Data • Knowledge• Statistics• Widgets

• Testimonials • Stories• Comments• Questions• Badges

Post & Promote Process

Ongoing Self-fueling Promotion

Strategy & Planning

Post

Promotion

Monitoring & Reacting

Start Time

High-level process for publishing existing content onto the social Internet:

Step 1

Step 2

Step 3

Step 4

CONVERSION vs. CONVERSATION

Definitions

Reach & Frequency

Post & Promote and measure the effectiveness of your efforts.

Conversions

Attribution Analytics

The science of determining performance of each marketing and/or advertising initiative.

KPI: conversion

Lead Request

Purchase

Call / Inquiry

Conversations

Buzz Monitoring

The science of determining the mentions occurring on the social web.

KPI: conversations

Sentiment

Topic Trends

Volume

GENERATING EARNED MEDIA

Digital “word of mouth” marketing

Facebook Connect

Solution for integrating Facebookfeatures with a website

Benefits:User Authentication Publish to news feedPersonalization

More Info on FB Connect:

http://www.facebook.com/connecthttp://developers.facebook.com/connect.phphttp://wiki.developers.facebook.com/index.php/User:Facebook_Connect_Live_Sites

Facebook Connect – BeeWell Miles

Facebook Connect – Earned Media

Return on Investment (ROI)

Each time a fan publishes their activity to their newsfeed, the value of the impression can be attributed to the cost of a paid advertisement. The overall value can be considered to be more due to its placement and affiliation to a friend.

ROI = News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($)

ATTRIBUTION ANALYTICS

Determining the effectiveness of SM efforts

Attribution Analytics Challange

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User reads article about TI on PubCon.com with no link

User searches “Treasure Island” on Google

User lands on treasureisland.com

User books hotel room

Social Media Measurement

Customer Stage

What

Sample Metrics

Measurement

Increased Measurement Value

Brand Manager, Corporate Communications Online Marketer

Popular Tools

Awareness Influence Action

Output Outtake Outcome

Who’s talking about you?What are they saying about

you?What does it mean to your

business?

Share of voice, advertising, # of mentions, # of views

Brand association, message awareness, qualitative

assessment

Site visits, registrations, conversions, ROI

Google, Visible Technologies, Radian6, TrackUr, BuzzMetrics, Technorati, Cymfony, Techrigy

BuzzLogic, BuzzMetrics, Techrigy, Cymfony, Visible

TechnologiesWeb Analytics

Online Attribution Analytics

Total Website Traffic

Direct Link with Click

Direct Link without Click

No Direct Link

Last Click Attribution is Not Always Accurate

Last Click Attribution refers to crediting the last click that a user made to a site conversion.

In reality, conversion may have been caused by a number of touch points in the form of PR, social media, video, etc.

Understanding how these assets affect your search volume and conversion rate is critical in determining which of your online marketing initiatives are most effective.

Campaign codes for outbound SM links

Source: Facebook Page Name

Medium: Facebook Page Tab

Name: Description of the Link

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Example:

http://www.beewellmiles.com/BCNOS/?utm_source=BWM

%2BFacebook&utm_medium=Boxes&utm_campaign=BW

M%2B2_5

Using Google Analytics

Attribution Analytics – SM Segment

Attribution Analytics – SM Segment

Attribution Analytics Applications

Search - Measure the impact of social media, PR and video on driving brand related search activity.

Social Media – Measure the impact of social conversations across all traffic channels.

Online PR – Measure the impact of online PR and news coverage across all traffic channels.

Bookmarks – Measure what portion of the bookmark traffic was affected by social media, PR and video.

Competitive Analysis – Measures the percent of your website visitors who also visited a competitor’s website.

WHAT CONSTITUTES SUCCESS?Social Media Efforts Are Measurable

Quantitative Measurements

Number of fansNumber of comments, posts, threadsNumber of widget downloads Number of feed subscribers Number of pages bookmarked Number of bloggers engaged Number of blog posts per blogger Total number of blog posts Number of friends/followers Number of social network page views Number of event responses/subscribers

There are numerous KPIs to track for social media.

Total traffic driven to destination page Total email subscriptions Number of new links secured by Social media marketing Total text subscriptions Number of video views Number of Ratings, Reviews and Votes Number of pages forwarded Conversion rate of referral traffic Time on Site Brand SentimentMood of conversational marketing

Qualitative Measurements

Corporate Reputation

Negative/Positive Relationship Ratio

Customer Opinions and Wishes

Social Media Buzz Monitoring Dashboard

Social Media efforts can be held to familiar KPI’s:

Frequency

Reach

Impact

ROI = BENEFITS – (COSTS + RISKS)

COSTS + RISKS

Measuring Success

“These will be

cumulative events

and interactions that

will build loyalty for

the companies that

pay attention to

them.”

Scott Monty,Ford

Peter Kim, Social Media Predictions 2009,

12/15/2008

Keyword Analysis Report

High-Leveled Analytics Dashboard

WRAP UP

Conclusion & Questions

Conclusion

It is not enough to just throw up a page

Participate in relevant and active communities

There is not one “right” platform

Integrate across platforms to connect and cross promote

Understand there are different types of internet users

Measure metrics like frequency, reach, and satisfaction

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Handout: Social Media Participation Matrix

Review

Discuss

Determine

Questions?

Michael WeisfeldP 619.699.0767 x247

Michael.Weisfeld@BusinessOL.com Twitter: @mrweisfeld

http://www.linkedin.com/in/michaelweisfeld

Brought to you by:

@BOLSocial

if Tweetting about this session, please use this hashtag:

#BMA

Follow the BusinessOnLine Social Media team on Twitter at:

APPENDIXAdditional Information and Resources

Strategy & SM Newsletters and Blogs

Jeremiah Oywang (http://www.web-strategist.com/blog/)

SmartBrief Newsletter (http://www.smartbrief.com/socialmedia/index.jsp?campaign=webIndustries)

Mashable (http://mashable.com/)

Chris Brogan (http://www.chrisbrogan.com/)

David Armano (http://darmano.typepad.com/)

Peter Kim (http://www.beingpeterkim.com/)

TechCrunch (http://www.techcrunch.com/)

MarketingCharts (http://www.marketingcharts.com/)

SocialMedia Insider (http://www.mediapost.com/publications/?fa=Archives.showArchive&art_type=66)

Groundswell

"(The book) is not so much a manifesto or a dissection of online culture as it is a how-to manual for executives and mid-level managers trying to navigate this fast-changing and often confusing environment."

— Ideas: Book Review, Financial Times

"A new book by two researchers explains how companies' reputations can be tarnished by the cacophony of Internet commentary, and how they can fight back.“

— Broadsided, The Boston Globe

Google Alerts – blogs, news

Technorati - blogs

Alltop – blogs, news

Backtype – blog comments

Yacktrack – social comments

BoardReader – forums

Twitter Search – microblog

Social Mention – all

Filtrbox – filter results

Free Tools Paid Tools

Tools for Marketers

Buzzlogic

Radian6

TNS Cymfony

Trackur

Brands Eye

BoardReader

Cision

Nielsen

Sentiment Metrics

More Info: Social Media Webinar

Title: Is your Company Social? Planning a successful social media program.

Release: December 2008

Click here to request the webinar:

http://www.businessol.com/news/main-webinars/archives/default.html#session-2

CREATING ENGAGING WEBSITES

User Centered Design

Marketing Landscape: Online & Offline

Online MarketingOffline Marketing

traf

fic

Website

traf

fic

Understand the User Scenarios

What content are online visitors expecting from your website when they arrive?

What information is valuable to your users and supports your business objectives?

What is your audience doing online when then are not visiting my website?

What Is Expected Of Your Website?

How to strategize and plan for your audience’s arrival?

1. Optimize Pull Marketing Initiatives-Present product/service information when & where users are actively looking for it. (example: search engine marketing)

2. Employ User Centered Design-Build the website so users have an engaging experience and can easily accomplish this goals.

Definition: User Centered Design (UCD)

Insert with graphic An approach to design that grounds the process in

information about the people who will use the product.

*http://www.upassoc.org/usability_resources/about_usability/what_is_ucd.html

Focus on users through the planning, design and development of a website.

Proof: User Centered Design Statistics

Following a usability redesign, websites increase desired metrics by 135% on average – Jakob Nielsen

46% of users abandon their online transaction as a result of experiencing website problems. – Survey of Online Consumer Behaviour by

Tealeaf/Harris (2009)

40% of users who experience problems on a website say they would switch to an online or offline competitor – Survey of Online

Consumer Behaviour by Tealeaf/Harris (2009)

$25 billion is lost every year due to web site usability issues. – Zona Research