analyzing and enhancing your social engagement
TRANSCRIPT
That’s like askingWhat’s the ROI of your phone?
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At any given time, only 3% of the people in your market are ready to make a purchase
or use your services.
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?
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.
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.
“HALF THE MONEY I SPENDON ADVERTISING IS WASTED; THE TROUBLE
IS I DON’T KNOW WHICH HALF”John Wanamaker
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.
SIMPLY MEASURING THENUMBER OF FACEBOOK
FANS, TWITTER FOLLOWERS
OR RETWEETS YOU AREGETTING ISN’T IDEAL.
● 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
Cost Per Lead
How much does it cost to acquire a lead?
• Advertising • Content creation• Sponsorships• Referrals
Attribution Modeling: Last-Click vs. Reality
Paid Search Conversion
Paid Search
ConversionDirect Link
Social Media
REALITY