1. The Pope, the Dalai
Lama, and Lady Gaga
Converge Consulting

2. Agenda
• Why?
• The State of Social Media
• Demographic Breakdown
• A Goal-based Approach
• Questions

3. ROI: Return on Investment

7. What do they have in common?

10. 6 Tweets & 49,371 Followers

12. 724 Tweets & 3,822,791 Followers

14. 1,307 Tweets & 20,914,312 Followers

15. LET’S WATCH THIS YOUTUBE
VIDEO TO LEARN A BIT MORE

16. How do we make sense of
social media?

19. Interest: Google Insights for Search

20. Demographic Breakdown

21. •
•
845 Million Active Users
Gender
Facebook
– Male 43%
– Female 57%
• Age
– 0-24 years 14%
– 25-34 years 18% Male, 43%
– 35-44 22% Female, 57%
– 45+ 46%
• Education
– Less than HS Diploma 9%
– High School 10%
– Some College 57%
– Bachelor’s or Graduate Degree 24%
• Income
– $0-$24,999 Income 9%
– $25,000- $49,999 33%
– $50,000-$99,999 47%
– $100,000+ 11%

22. •
•
845 Million Active Users
Gender
Facebook
– Male 43%
– Female 57%
45+
• Age
– 0-24 years 14% 35-44
– 25-34 years 18%
– 35-44 22% 25-34
– 45+ 46%
• Education 0-24
– Less than HS Diploma 9%
0% 10% 20% 30% 40% 50%
– High School 10%
– Some College 57%
– Bachelor’s or Graduate Degree 24%
• Income
– $0-$24,999 Income 9%
– $25,000- $49,999 33%
– $50,000-$99,999 47%
– $100,000+ 11%

23. •
•
845 Million Active Users
Gender
Facebook
– Male 43%
– Female 57%
Bachelor's of Graduate Degree
• Age
– 0-24 years 14% Some College
– 25-34 years 18%
– 35-44 22% High School
– 45+ 46%
• Education Less than HS Diploma
– Less than HS Diploma 9%
0% 10% 20% 30% 40% 50% 60%
– High School 10%
– Some College 57%
– Bachelor’s or Graduate Degree 24%
• Income
– $0-$24,999 Income 9%
– $25,000- $49,999 33%
– $50,000-$99,999 47%
– $100,000+ 11%

24. •
•
845 Million Active Users
Gender
Facebook
– Male 43%
– Female 57%
• Age $100,000+ 11%
– 0-24 years 14%
$50,000-$99,999 47%
– 25-34 years 18%
– 35-44 22%
$25,000-$49,000 33%
– 45+ 46%
• Education $0-$24,999 9%
– Less than HS Diploma 9%
– High School 10% 0% 10% 20% 30% 40% 50%
– Some College 57%
– Bachelor’s or Graduate Degree 24%
• Income
– $0-$24,999 Income 9%
– $25,000- $49,999 33%
– $50,000-$99,999 47%
– $100,000+ 11%

25. • 127 Million Active Users
• Gender
– Male 41%
Twitter
– Female 59%
• Age
– 0-24 years 19%
– 25-34 years 23%
– 35-44 25% Male, 41%
– 45+ 33%
Female, 59%
• Education
– Less than HS Diploma 9%
– High School 8%
– Some College 59%
– Bachelor’s or Graduate Degree 24%
• Income
– $0-$24,999 Income 15%
– $25,000- $49,999 38%
– $50,000-$99,999 37%
– $100,000+ 10%

26. • 127 Million Active Users
• Gender
– Male 41%
Twitter
– Female 59%
• Age 45+
– 0-24 years 19%
– 25-34 years 23% 35-44
– 35-44 25%
– 45+ 33% 25-34
• Education
– Less than HS Diploma 9% 0-24
– High School 8%
0% 5% 10% 15% 20% 25% 30% 35%
– Some College 59%
– Bachelor’s or Graduate Degree 24%
• Income
– $0-$24,999 Income 15%
– $25,000- $49,999 38%
– $50,000-$99,999 37%
– $100,000+ 10%

27. • 127 Million Active Users
• Gender
– Male 41%
Twitter
– Female 59%
• Age
Bachelor's of Graduate Degree
– 0-24 years 19%
– 25-34 years 23% Some College
– 35-44 25%
– 45+ 33% High School
• Education
– Less than HS Diploma 9% Less than HS Diploma
– High School 8%
0% 10% 20% 30% 40% 50% 60% 70%
– Some College 59%
– Bachelor’s or Graduate Degree 24%
• Income
– $0-$24,999 Income 15%
– $25,000- $49,999 38%
– $50,000-$99,999 37%
– $100,000+ 10%

28. • 127 Million Active Users
• Gender
– Male 41%
Twitter
– Female 59%
• Age
$100,000+
– 0-24 years 19%
– 25-34 years 23%
$50,000-$99,999
– 35-44 25%
– 45+ 33% $25,000-$49,000
• Education
– Less than HS Diploma 9% $0-$24,999
– High School 8%
0% 5% 10% 15% 20% 25% 30% 35% 40%
– Some College 59%
– Bachelor’s or Graduate Degree 24%
• Income
– $0-$24,999 Income 15%
– $25,000- $49,999 38%
– $50,000-$99,999 37%
– $100,000+ 10%

29. Google+
• 90 Million Unique Visitors
• Gender
– Male 71% Female, 29%
– Female 29%
• Age Male, 71%
– 0-24 years 50%
– 25-34 years 28%
– 35-44 11%
– 45+ 11%

30. Google+
• 90 Million Unique Visitors
• Gender 45+
– Male 71% 35-44
– Female 29% 25-34
• Age 0-24
– 0-24 years 50%
0% 10% 20% 30% 40% 50% 60%
– 25-34 years 28%
– 35-44 11%
– 45+ 11%

31. • 21 Million Unique Visitors
Pinterest
• Gender
– Male 18%
– Female 82%
• Age Male, 18%
– 0-24 years 10%
– 25-34 years 26%
– 35-44 29%
– 45+ 35%
• Education
Female, 82%
– Less than HS Diploma 5%
– High School 9%
– Some College 61%
– Bachelor’s or Graduate Degree 25%
• Income
– $0-$24,999 Income 7%
– $25,000- $49,999 37%
– $50,000-$99,999 46%
– $100,000+ 10%

32. • 21 Million Unique Visitors
Pinterest
• Gender
– Male 18%
– Female 82% 45+
• Age
– 0-24 years 10% 35-44
– 25-34 years 26%
– 35-44 29% 25-34
– 45+ 35%
• Education 0-24
– Less than HS Diploma 5%
– High School 9% 0% 5% 10% 15% 20% 25% 30% 35% 40%
– Some College 61%
– Bachelor’s or Graduate Degree 25%
• Income
– $0-$24,999 Income 7%
– $25,000- $49,999 37%
– $50,000-$99,999 46%
– $100,000+ 10%

33. • 21 Million Unique Visitors
Pinterest
• Gender
– Male 18%
– Female 82% Bachelor's of Graduate Degree
• Age
– 0-24 years 10% Some College
– 25-34 years 26%
– 35-44 29% High School
– 45+ 35%
• Education Less than HS Diploma
– Less than HS Diploma 5%
– High School 9% 0% 10% 20% 30% 40% 50% 60% 70%
– Some College 61%
– Bachelor’s or Graduate Degree 25%
• Income
– $0-$24,999 Income 7%
– $25,000- $49,999 37%
– $50,000-$99,999 46%
– $100,000+ 10%

34. • 21 Million Unique Visitors
Pinterest
• Gender
– Male 18%
– Female 82% $100,000+
• Age
– 0-24 years 10% $50,000-$99,999
– 25-34 years 26%
– 35-44 29% $25,000-$49,000
– 45+ 35%
• Education $0-$24,999
– Less than HS Diploma 5%
– High School 9% 0% 10% 20% 30% 40% 50%
– Some College 61%
– Bachelor’s or Graduate Degree 25%
• Income
– $0-$24,999 Income 7%
– $25,000- $49,999 37%
– $50,000-$99,999 46%
– $100,000+ 10%

35. •
•
150 Million Registered Users
Gender
LinkedIn
– Male 50%
– Female 50%
• Age
– 0-24 years 4%
– 25-34 years 15%
Female, 50% Male, 50%
– 35-44 32%
– 45+ 49%
• Education
– Less than HS Diploma 3%
– High School 10%
– Some College 37%
– Bachelor’s or Graduate Degree 50%
• Income
– $0-$24,999 Income 7%
– $25,000- $49,999 22%
– $50,000-$99,999 50%
– $100,000+ 21%

36. •
•
150 Million Registered Users
Gender
LinkedIn
– Male 50%
– Female 50%
45+
• Age
– 0-24 years 4% 35-44
– 25-34 years 15%
– 35-44 32% 25-34
– 45+ 49%
• Education 0-24
– Less than HS Diploma 3%
0% 10% 20% 30% 40% 50% 60%
– High School 10%
– Some College 37%
– Bachelor’s or Graduate Degree 50%
• Income
– $0-$24,999 Income 7%
– $25,000- $49,999 22%
– $50,000-$99,999 50%
– $100,000+ 21%

37. •
•
150 Million Registered Users
Gender
LinkedIn
– Male 50%
– Female 50%
Bachelor's of Graduate Degree
• Age
– 0-24 years 4%
Some College
– 25-34 years 15%
– 35-44 32% High School
– 45+ 49%
• Education Less than HS Diploma
– Less than HS Diploma 3%
0% 10% 20% 30% 40% 50% 60%
– High School 10%
– Some College 37%
– Bachelor’s or Graduate Degree 50%
• Income
– $0-$24,999 Income 7%
– $25,000- $49,999 22%
– $50,000-$99,999 50%
– $100,000+ 21%

38. •
•
150 Million Registered Users
Gender
LinkedIn
– Male 50%
– Female 50%
$100,000+
• Age
– 0-24 years 4% $50,000-$99,999
– 25-34 years 15%
– 35-44 32% $25,000-$49,000
– 45+ 49%
• Education $0-$24,999
– Less than HS Diploma 3%
0% 10% 20% 30% 40% 50% 60%
– High School 10%
– Some College 37%
– Bachelor’s or Graduate Degree 50%
• Income
– $0-$24,999 Income 7%
– $25,000- $49,999 22%
– $50,000-$99,999 50%
– $100,000+ 21%

39. •
•
5.5 Million Unique Visitors
Gender
Reddit
– Male 66%
– Female 34%
• Age
– 0-24 years 25%
– 25-34 years 23% Female, 34%
– 35-44 28%
– 45+ 24%
Male, 66%
• Education
– Less than HS Diploma 10%
– High School 6%
– Some College 48%
– Bachelor’s or Graduate Degree 36%
• Income
– $0-$24,999 Income 31%
– $25,000- $49,999 28%
– $50,000-$99,999 32%
– $100,000+ 9%

40. •
•
5.5 Million Unique Visitors
Gender
Reddit
– Male 66%
– Female 34%
• Age 45+
– 0-24 years 25%
– 25-34 years 23% 35-44
– 35-44 28%
25-34
– 45+ 24%
• Education
0-24
– Less than HS Diploma 10%
– High School 6% 0% 5% 10% 15% 20% 25% 30%
– Some College 48%
– Bachelor’s or Graduate Degree 36%
• Income
– $0-$24,999 Income 31%
– $25,000- $49,999 28%
– $50,000-$99,999 32%
– $100,000+ 9%

41. •
•
5.5 Million Unique Visitors
Gender
Reddit
– Male 66%
– Female 34%
• Age Bachelor's of Graduate Degree
– 0-24 years 25%
– 25-34 years 23% Some College
– 35-44 28%
– 45+ 24% High School
• Education
Less than HS Diploma
– Less than HS Diploma 10%
– High School 6% 0% 10% 20% 30% 40% 50% 60%
– Some College 48%
– Bachelor’s or Graduate Degree 36%
• Income
– $0-$24,999 Income 31%
– $25,000- $49,999 28%
– $50,000-$99,999 32%
– $100,000+ 9%

42. •
•
5.5 Million Unique Visitors
Gender
Reddit
– Male 66%
– Female 34%
• Age $100,000+
– 0-24 years 25%
$50,000-$99,999
– 25-34 years 23%
– 35-44 28%
$25,000-$49,000
– 45+ 24%
• Education $0-$24,999
– Less than HS Diploma 10%
– High School 6% 0% 5% 10% 15% 20% 25% 30% 35%
– Some College 48%
– Bachelor’s or Graduate Degree 36%
• Income
– $0-$24,999 Income 31%
– $25,000- $49,999 28%
– $50,000-$99,999 32%
– $100,000+ 9%

43. •
•
4.6 Million Unique Visitors
Gender Digg
– Male 55%
– Female 45%
• Age
– 0-24 years 14%
– 25-34 years 21%
– 35-44 31% Female, 45%
– 45+ 34% Male, 55%
• Education
– Less than HS Diploma 6%
– High School 7%
– Some College 59%
– Bachelor’s or Graduate Degree 28%
• Income
– $0-$24,999 Income 10%
– $25,000- $49,999 37%
– $50,000-$99,999 37%
– $100,000+ 16%

44. •
•
4.6 Million Unique Visitors
Gender Digg
– Male 55%
– Female 45%
• Age 45+
– 0-24 years 14%
– 25-34 years 21% 35-44
– 35-44 31%
25-34
– 45+ 34%
• Education
0-24
– Less than HS Diploma 6%
– High School 7% 0% 5% 10% 15% 20% 25% 30% 35% 40%
– Some College 59%
– Bachelor’s or Graduate Degree 28%
• Income
– $0-$24,999 Income 10%
– $25,000- $49,999 37%
– $50,000-$99,999 37%
– $100,000+ 16%

45. •
•
4.6 Million Unique Visitors
Gender Digg
– Male 55%
– Female 45%
• Age Bachelor's of Graduate Degree
– 0-24 years 14%
– 25-34 years 21% Some College
– 35-44 31%
– 45+ 34% High School
• Education
Less than HS Diploma
– Less than HS Diploma 6%
– High School 7% 0% 10% 20% 30% 40% 50% 60% 70%
– Some College 59%
– Bachelor’s or Graduate Degree 28%
• Income
– $0-$24,999 Income 10%
– $25,000- $49,999 37%
– $50,000-$99,999 37%
– $100,000+ 16%

46. •
•
4.6 Million Unique Visitors
Gender Digg
– Male 55%
– Female 45%
• Age $100,000+
– 0-24 years 14%
– 25-34 years 21% $50,000-$99,999
– 35-44 31% Series1
– 45+ 34% $25,000-$49,000
• Education
$0-$24,999
– Less than HS Diploma 6%
– High School 7% 0% 10% 20% 30% 40%
– Some College 59%
– Bachelor’s or Graduate Degree 28%
• Income
– $0-$24,999 Income 10%
– $25,000- $49,999 37%
– $50,000-$99,999 37%
– $100,000+ 16%

47. Myspace
• Gender • Age
– Male 36% – 0-18 12%
– Female 64% – 18-24 18%
• Income – 25-34 26%
– $0-25k 12% – 35-44 20%
– $25-50k 51% – 45-54 18%
– $50-75k 22% – 55-64 5%
– $75-100k 9% – 65+ 1%
– $100-150k 4% • Education
– $150k+ 2% – No HS Diploma 14%
– High School 8%
– Some College 63%
– Bachelor’s Degree 12%
– Graduate Degree 4%

48. StumbleUpon
• Education
– No HS Diploma 7%
– High School 6%
– Some College 55%
– Bachelor’s Degree 26%
– Graduate Degree 7%

49. YouTube
• Education
– No HS Diploma 13%
– High School 10%
– Some College 51%
– Bachelor’s Degree 18%
– Graduate Degree 8%

50. Age

51. Education

52. Gender

53. Has Children

54. Browsing Location

55. Income

56. Ethnicity

57. Myspace has the largest division of lower
income users with 63% earning 50k or less
Twitter has the largest division of wealthy
users with 27% earning 75k or more

58. A Goal-based Approach

59. Email
Postcard
Facebook
Website
Magazine Ad LinkedIn
Twitter
Your Marketing Hub

60. Determine
• Landing page
• Desired action
• How success will be measured
– Confirmation page
– Form submission
– Download PDF

61. Engaged with
the Site
Went to a
landing page
Received an email

62. Set Up Google Analytics Goals

63. Campaign Tracking
Set up links with tracking variables
http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund

64. Campaign Tracking
Set up links with tracking variables
http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
What is the source in which this link appears?

65. Campaign Tracking
Set up links with tracking variables
http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
What is the medium/channel in which this link appears?

66. Campaign Tracking
Set up links with tracking variables
http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
What is the name of the campaign?

67. Send people to landing page.
• Bit.ly/Goo.gl
• QR Code
• Redirect
goo.gl/K7Z3j
www.convergeconsulting.org/contact-us/request-analytics-
consultation/?utm_source=powerpoint&utm_medium=qr%2Bcode&utm_campaign=maximum%2Bimpact%2Bpresentation

68. Analyze results in Google Analytics

69. Compare/Analyze
• Campaigns
• Sources
• Mediums

70. Compare Campaigns

71. Campaigns

72. Compare Mediums

73. Mediums

74. Compare Sources

75. Sources

76. Make changes
Reallocate funds to what is working
Eliminate what is not

77. Lady Gaga

78. Lady Gaga

80. Lady Gaga

81. Recap
• Understand your target audience
• Reach them where they are
• Web as a hub strategy
• Track
• Set up Goals
• Use Campaign Tracking
• Analyze
• Make Changes

82. Questions?
Go to http://goo.gl/GSOxc to sign
up for a free, 20-minute analytics
consultation.