Assigning Value to Social Media
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Loves Data's presentation 'Assigning Value to Social Media' from Australia's first Google Analytics User Conference in Sydney. Using Google Analytics (goals, campaign tag and reports) you can compare marketing channels and understand the true value of your social media initiatives.
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Assigning Value to Social Media
- 1. Presented by LOVES #GAUCSydney DATA
- 2. Assigning Value to Social Media Benjamin Mangold, Loves Data Google Analy+cs User Conference – Sydney #GAUCSydney
- 3. Only 39% of marketers connect social media to results Forrester ConsulCng study commissioned by Facebook -‐ December 2011 Google Analy+cs User Conference – Sydney #GAUCSydney
- 4. Offsite Offline Challenges MulCple Data Sources hLp://blog.hootsuite.com/social-‐media-‐webinar/ Google Analy+cs User Conference – Sydney #GAUCSydney
- 5. ObjecCves Google Analy+cs User Conference – Sydney #GAUCSydney
- 6. Brand Convert Engage Google Analy+cs User Conference – Sydney #GAUCSydney
- 7. Content Growth Mentions Brand Convert Engage Google Analy+cs User Conference – Sydney #GAUCSydney
- 8. Brand Convert Engage Conversations CTR Churn Google Analy+cs User Conference – Sydney #GAUCSydney
- 9. Brand Goals Convert Engage Value Saving ROI Google Analy+cs User Conference – Sydney #GAUCSydney
- 10. The economic value you get from social will be small compared to other channels -‐ Avinash Google Analy+cs User Conference – Sydney #GAUCSydney
- 11. Google Analy+cs User Conference – Sydney #GAUCSydney
- 12. Google Analy+cs User Conference – Sydney #GAUCSydney
- 13. Google Analy+cs User Conference – Sydney #GAUCSydney
- 14. Content Branding Leads Conversions Support Ecommerce Community Google Analy+cs User Conference – Sydney #GAUCSydney
- 15. RegistraCon Membership Purchase TransacCon Value Ecommerce Google Analy+cs User Conference – Sydney #GAUCSydney
- 16. Value ÷ Leads $50,000 ÷ 100 = $50 Calculated Value Symbolic Value Goals EsCmated Value RegistraCon = $40 Watched Video = $2 Google Analy+cs User Conference – Sydney #GAUCSydney
- 17. Google Analy+cs User Conference – Sydney #GAUCSydney
- 19. Campaign Tags Google Analy+cs User Conference – Sydney #GAUCSydney
- 20. http://www.lovesdata.com/products facebook.com social Register Now Facebook Ads http://www.lovesdata.com/products?utm_source=
- 21. Campaign Name Source Medium Content (op+onal) LinkedIn PromoCon linkedin.com social Free Tips Social Media Tips Free tips PDF. Get more out of your social media. Download now. From: Loves Data
- 22. Campaign Name Source Medium Content (op+onal) LinkedIn PromoCon linkedin.com social Register Now Facebook Ads facebook.com social Learn More TwiLer Posts twiLer.com social Special Offer Data available in sources and social reports Google Analy+cs User Conference – Sydney #GAUCSydney
- 23. ALribuCon Google Analy+cs User Conference – Sydney #GAUCSydney
- 24. Last InteracCon Conversion Twitter Google Assisted Conversion Google Analy+cs User Conference – Sydney #GAUCSydney
- 26. Would you miss social? Google Analy+cs User Conference – Sydney #GAUCSydney
- 28. Conversions Value Lost Conversions! Lost Revenue! Google Analy+cs User Conference – Sydney #GAUCSydney
- 29. Compare Channels Google Analy+cs User Conference – Sydney #GAUCSydney
- 30. Google AnalyCcs Manual Channel Conversion Rate Revenue Cost / Conversion ROI Social Networks 1.62% $6,379.80 $12.97 36.03% Paid Search 5.38% $54,730.60 $14.33 64.38% Organic Search 3.73% $33,093.05 $5.46 86.38% Display 2.96% $15,890.00 $9.02 25.40% Etc. Google Analy+cs User Conference – Sydney #GAUCSydney
- 31. Analysis Google Analy+cs User Conference – Sydney #GAUCSydney
- 32. Organic vs. Paid Google Analy+cs User Conference – Sydney #GAUCSydney
- 33. Leverage paid insights to improve organic
- 34. Computer vs. Mobile Google Analy+cs User Conference – Sydney #GAUCSydney
- 35. How can the mobile experience be improved?
- 36. Performance by Network Social Network Conversion Rate Revenue Cost / Conversion ROI Computer 3.60% $15,104.00 $21.40 36.00% Facebook Mobile 1.20% $1,543.30 $40.50 15.00% Computer 0% $0.00 – – Twitter Mobile 0% $0.00 – – Computer 1.40% $658.40 $62.38 5.89% LinkedIn Mobile 0% $0.00 – – Computer 4.70% $2,843.20 $4.30 180.00% Google+ Mobile 1.50% $400.30 $1.30 78.00% Computer Etc. Mobile Google Analy+cs User Conference – Sydney #GAUCSydney
- 37. Case Study Google Analy+cs User Conference – Sydney #GAUCSydney
- 38. Google Analy+cs User Conference – Sydney #GAUCSydney
- 39. Tip: Don’t let social messages distract from your conversion goals Google Analy+cs User Conference – Sydney #GAUCSydney
- 40. Google Analy+cs User Conference – Sydney #GAUCSydney
- 42. Tip: Look at how social media assists conversions, not just direct conversions Google Analy+cs User Conference – Sydney #GAUCSydney
- 43. Google Analy+cs User Conference – Sydney #GAUCSydney
- 44. Social is valuable! Google Analy+cs User Conference – Sydney #GAUCSydney
- 45. Track Micro Conversions Track Onsite AcCvity Next Steps Segment Compare Performance Track Offline Campaigns Google Analy+cs User Conference – Sydney #GAUCSydney
- 46. Connect with us! www.lovesdata.com/social Google Analy+cs User Conference – Sydney #GAUCSydney