bnc mtrottier metrics
TRANSCRIPT
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Beyond Fans and FollowersMeasuring Your Online Marketing Campaigns
BNC Tech Forum March 24, 2011Twitter @boxcarmarketing
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Not everything that counts can be measured.
Albert EinsteinNot everything that can be measured counts.
Monique Trottier
@BoxcarMarketing
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There are 2 things we like to measure:
Things that lead to sales
Sales
Monique Trottier
@BoxcarMarketing
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Sales
Monique Trottier
@BoxcarMarketing
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Setting Up Goals
Admin Access
URL Destination
Monique Trottier
@BoxcarMarketing
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Things that lead to sales
SalesMonique Trottier
@BoxcarMarketing
Website Visitors
Twitter Followers
Facebook FansRTs
Press Mentions
Email Opens
Customer Feedback
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Things that lead to sales
Sales
Acquisition Website Visitors, time on site
Activation
Number of pageviews, repeat visits,
subscription (email, blog), accountsign-up (profile data), Fan/Follower
Retention Email Opens, Click-throughs,Repeat visits
ReferralPress Mention, RT,
Refers 1+visitors to the site;Refers 1+ visitors who activate
Monique Trottier
@BoxcarMarketing
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If you dont know where youre going, any road willget you there.
Misquote from Alice in Wonderland
Monique Trottier
@BoxcarMarketing
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A simple Contest
Reach a new audience or reinforce our connection to an existing audience
Goal Lifecycle Action Reaction Metrics
Reach a newaudience
AcquireActivate
Retain
ListenIntroduce
ResponseVisit to the site
SubscribeReturn
@ / RT / CommentVisitors
Subscriptions(email/RSS)Fan/Follower
Account sign-upReturn Visits
Reinforce ourconnection to
existing audience
RetainReferralRevenue
TalkPitchThank
ResponseVisit the site
ActRefer
@ / RT / CommentRepeat visitsEmail opens
CTR / Goal FunnelMentionsReferrals
Referrals who convert
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Google Analytics: Annotations
Monique Trottier
@BoxcarMarketing
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Google Analytics: Title- or Author-Specific Searches
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Google Analytics: Audience Segments
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A simple campaign to build Reputation
Use a blog to establish authority / expertise for an author. Focus on writing good content first and self-promotion second
Goal Metrics
Nth position in relation to competitors by acertain date
Pagerank +# inbound links from influential blogs
# bookmarks (Delicious)Google Position in Search Results
X% increase of traffic per month
Volume of organic traffic per month# inbound links from influential sites
# email subscribers or fan/followers who canbe directed to the site
X$ per month attributable toreferrals from blog
Segment and Funnel:Traffic that converts to sales
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A really simple campaign to increase Engagement
Be nice to customers who mention your company / authors / titles on Twitter
Goal Metrics
Increase # positive conversations
# positive comments sent to customers perweek w/in given timeframe
# of conversations that started from thosecomments
# additional activation points
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A problematic campaign to increase Offline Sales
Implement a promotion on social media with a specific store.
Give participants a printable campaign voucher so you can track offline sales
Goal Metrics
Download voucherGoal Funnel: Impressions,
Form Completion; Downloads
$ monthly sales monthly sales
% increase in store traffic overpre-promo period
monthly store traffic
Attact an audience in a particular area traffic from particular area
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A simple campaign to increase Online Sales
Use Twitter or Facebook to inform prospects about special promotions.
Exclusive, limited-customer/limited time offers.
Goal Metrics
Increase monthly sales monthly sales attributable directly to SMM
Increase % value from new customersSegment & Funnel: new customers
attributable directly to campaign
Increase conversions fromTwitter traffic
Segment & Funnel: monthly revenuegenerated from customers from Twitter
Retain X% of new customersRepeat customers from that group
Unsubscribe rates
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Social Media Measurements
Monique Trottier
@BoxcarMarketing
Platform Ratio of Posts to X Peak ConversionContent
Resonance
Email OpensDay
Time of Day
OpensCTR
Unsubscribes
Twitter RTsDay
Time of Day
RTs@
Recos
Facebook InteractionsDay
Time of Day
LikeShare
Comment
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Data is black and white
Your creativity is what makes it colourful
Monique Trottier
@BoxcarMarketing
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Making Your Data Work for You
1. Establish a baseline (before/after)
2. Use Google Analytics annotations to create an activity timeline
3. Overlay sales data
Frequency: Transactions/monthReach: Net new customers Yield: $ per transaction
4. Overlay the Micro Actions that lead to sales (Conversion Precursors) Mentions (Twitter, Blogs, FB)
Email OpensTraffic: visitors, title- and author-specific searchesClick throughs: quality of referral traffic, CTR
5. Identify patterns Activities effect what areas? What needs to be optimized? Monique Trottier
@BoxcarMarketing
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Resources
Tools for Data Visualization
TableauSoftware.com
Tools for Competitive Research TweetStats.com
Klout.com
Evaluator.virtue.com
Google Reader
Audience Research
TweepSearch.com
Facebook Ads
Monitoring Tools
Google alerts
Twitter saved searches
Yahoo Pipes Netvibes
Radian 6
Monique Trottier
@BoxcarMarketing
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Ask me about this stuff.
Download this presentation
Monique Trottier@boxcarmarketing