My talk on Social Media analytics from the OMG Social Media conference in Vancouver, BC on August 15, 2013. Most tweeted points: Responsibility of advertiser to add value to the conversation. The thing we forget about B2B is that we are still selling to a person. A new follower may be more valuable than a new customer. Deliver awesome content. That's how you increase Customer Lifetime Value. When people like your business on Facebook it means they're letting you into their lives ... Respect that!

1. Conner Galway
@Conner_G
#OMGConf

2. #OMGConf
Please remember to turn off
your phones during this conference.

3. SOCIAL MEDIA?
STRATEGY EXECUTION MEASUREMENT

4. HERE’S WHERE
WE’RE AT:

9. IT DOESN’T HAVE TO
BE THIS WAY

10. WHO IS THIS GUY?

15. MATH CAN BE SEXY

16. AFFECT vs EFFECT

17. AFFECT vs EFFECT

18. MOST COMMON
QUESTIONS:

19. MOST COMMON
QUESTIONS:
#1 How do I make money
on social media?

20. MOST COMMON
QUESTIONS:
#1 How do I make money
on social media?
#2 I’m busy enough already,
how am I supposed to find the time?

21. You don’t make money on social
media, you make it where you
always have

22. CONVERSIONS
=
The only things that really matter

23. CONVERSIONS
=
Purchases, attendees,
commitments, votes

24. CUSTOMER LIFETIME
VALUE
=
Your customers are always more
valuable in the future than they are
today

25. CLV
=
Average conversion value
X
Average # of lifetime conversions

26. MICRO-CONVERSION
=
An opportunity to create
Lifetime Value

27. MICRO-CONVERSION
=
Any sign up, follow or opt in
where people ask you to market
to them

31. Donation Today Newsletter Signup
Cash today $100 $0
Average monthly
conversion 0% 10%
Average monthly
conversion
value
$0 $100
Average monthly
value $0 $10
Average value
after 1 year $100 $120
Average value
after 5 years $100 $600

32. A new follower may be more
valuable than a new customer

34. Donation Today Facebook Like
Cash today $50 $0
Average monthly
conversion 0% 5%
Average monthly
conversion
value
$0 $50
Average monthly
value $0 $2.50
Average value
after 1 year $50 $30
Average value
after 5 years $50 $150

35. People who Like you
are more likely to like you

36. Now, the fun part.
MATH!

37. The best type of conversion for
my business is:

38. The average customer does
business with me ___ times

39. An average conversion is worth
___$ to me

40. My average Customer Lifetime Value
=
(# of conversions)
x
(conversion value)

41. Micro-conversion opportunities:

42. Percentage who become customers:

43. Value of a micro-conversion to me
=
(average conversion value)
x
(micro-conversion percentage)

44. Value of a follower to me

45. Non-financial value

46. BONUS QUESTION

47. Percentage of website visitors who
micro-convert

48. Value of a visitor to my website
=
(average conversion rate)
x
(micro-conversion value)

49. AMA

50. @JunctionYVR
#OMGConf
Conner@JunctionCS.com