Understanding the impact of social media By: Eric Boggs & Adam Covati Argyle Social

1. @ericboggs, @covatiargylesocial.com
Understanding the Impact
of Social Media
@argylesocial
@ericboggs
@covati

2. @ericboggs, @covatiargylesocial.com
Argyle Social helps marketers
understand the impact of social media.

3. @ericboggs, @covatiargylesocial.com
How do you understand the
impact of social media
marketing efforts today?

4. @ericboggs, @covatiargylesocial.com
Engagement is a core tenet of
any social media marketing
program.

5. @ericboggs, @covatiargylesocial.com
Engagement – and your social
media marketing efforts in
general – should eventually lead
to dollars.

6. @ericboggs, @covatiargylesocial.com
Without a commitment to
measurement, you’ll have no
idea if you’re creating value or
wasting time.

7. @ericboggs, @covatiargylesocial.com
“What gets measured, gets managed.”

8. @ericboggs, @covatiargylesocial.com
Keyword Impression Click Visit Conversion
Offer Send Open Click Conversion
Twitter/Facebook Fans/Followers
PPC
Email
Social

9. @ericboggs, @covatiargylesocial.com
Channel
Subscribers
Engagers
Prospects
Conversions
Engagement
drives loyalty
and repeat
purchases
Conversion doesn’t
complete the cycle -
it re-frames the
relationship.
Influencers may
be outside the
funnel
The Social Funnel

10. @ericboggs, @covatiargylesocial.com
• Your people: Followers, Fans, Subscribers, etc.
• Extend customer relationships online.
• Key Metrics:
– % customers subscribed
– Growth rate, growth drivers
• Hack:
– Ask for social connection at all customer touch-points.
– Link social subscribers to email subscribers.
– Quantify customers / subscribers.
Subscribers

11. @ericboggs, @covatiargylesocial.com
• People that raise their hand.
• Engagement moves subscribers down the funnel.
• Metrics:
– Engagers / Subscribers – can you increase engagement?
– Interactions by Content – what made people pipe up?
• Hack:
– Define “engagement” for your organization.
– Inspect your data from different perspectives.
Engagers

12. @ericboggs, @covatiargylesocial.com
• People that convey interest.
• This stage may take different permutations.
• Key Metrics:
– Interactions per prospect
– Prospects by content
• Hack:
– Define the threshold between engager and prospect.
– Use web analytics parameters to build smarter links.
– Let others do the asking for you.
Prospects

13. @ericboggs, @covatiargylesocial.com
• People that rang the register.
• Conversions should include repeat customers.
• Metrics:
– Revenue per content, per subscriber, per channel, per property, etc.
– Lead time – from subscriber to conversion.
• Hack:
– Use web analytics parameters to build smarter links.
– You can probably track this with existing tools.
– Rinse, repeat.
Conversions

14. @ericboggs, @covatiargylesocial.com
Room For Improvement
• These steps are squishy.
• Causation is a big leap from correlation.
• Attribution remains a problem.
• This is still a manual process. For now… 

15. @ericboggs, @covatiargylesocial.com
Try This Tomorrow:
• Find ways to differentiate your audience.
• Snapshot metrics that reflect separate stages.
• Try to move the needle week-over-week.
• Tip:
Channel Subscribers Engagers Prospects Conversions

16. @ericboggs, @covatiargylesocial.com
Try This Tomorrow:
• Tip, cont’d:
– Create a new Gmail account.
– Export your email list, import to Contacts.
– Use the Contact finder on Twitter/Facebook/etc.
to find your customers.
– Count / Follow / Engage / Etc.

17. @ericboggs, @covatiargylesocial.com
Try This Tomorrow:
• Publish all social content via single platform.
• Append analytics parameters to your links.
• Track the impact of your content.
• Tip:
– Link bit.ly with Tweetdeck across your team.
– More? Check out Argyle, Spredfast, CoTweet.

18. @ericboggs, @covatiargylesocial.com
Try This Tomorrow:
• Find your top-performing content.
• Re-schedule it for the next several months.
• Thank me later.
– Tip of the hat: Phil Buckley
• Tip:
– Vary timing to determine if it is significant.
– Make sure to segment tracking data.

19. @ericboggs, @covatiargylesocial.com
When working on other marketing
programs, ask yourself why your
social media marketing programs
don’t have the same rigorous
approach.

20. @ericboggs, @covatiargylesocial.com
Feedback? Questions?
(Thank you.)
Eric Boggs - eric@argylesocial.com
Adam Covati – adam@argylesocial.com