Overwhelmed trying to figure out what social media measurement tools to use? Wondering how the heck you can prove the ROI of online media to your boss? This is a summary of a full-day course called "Metrics Madness", delivered by online marketing expert, Tema Frank. http://frankonlinemarketing.com/speaking-training
Global Scenario On Sustainable and Resilient Coconut Industry by Dr. Jelfina...
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Content Marketing Metrics Guide
1. Quote source: Content Marketing Institute: Field Guide to the Four Types of Content Marketing Metrics
2. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Agenda
Not everything that can be counted
counts, and not everything that counts can be
counted.
- attributed to Albert Einstein
1. Metrics Matter for Business Success
2. Goals Come First
3. Now Set Key Performance Indicators (KPIs)
4. Then Choose Online Marketing Tools
5. Ta-da! Show The ROI (Return on Investment)
3. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
4. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Is Social Media ROI a
Fraud?
More trackable
than traditional
advertising ROI
But still not
easy or 100%
certain
Photo credit: PhotoAtelier, on Flickr
5. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
It Ain’t Easy!
"Half the money I spend on
advertising is wasted; the trouble is
I don't know which half."
John Wanamaker
Must measure multiple touch points
From a multitude of data sources
Which activity (activities) should get
the "conversion credit“?
6. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Omnichannel Challenges
But it must be
done.
More being
accessed 1st or
only on mobile.
http://www.emarketer.com/Article/Mobile-Search-Reshapes-Path-Purchase/1010749#CL0W5dY6Om4dPCJi.99
“Matching up mobile, tablet and desktop activity so
that advertisers can establish best practices remains a
work in progress.”
7. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Metrics Matter – Why?
 To deal with complexity
 Learn about your audience
 Where are they?
 How do they behave?
 What is measured happens
 Helps with SEO & other
ongoing markeing
improvements
Photo by Bill Brooks, Flickr
8. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Goals Come First
9. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Takes a Team Effort
Good goals have input from:
CEO
Marketing
Sales
Customer Service
Operations
Finance
IT
10. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
What are your Business
Goals?
Brand Awareness
Customer Understanding
Raving fans
Leads
Customer service costs
Customer service response (time &
quality)
Customer satisfaction & retention
Increase sales/profits/donations
11. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
What does ROI mean to
you?
What are you hoping to achieve?
What are the cost savings & revenue
increases digital media might
achieve?
Could we achieve these goals without
online media? How? What would that
cost?
12. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Who’s Your Customer?
Photo credits: Man- Flickr – Tim Rodenberg; woman – Flickr – Sam Churchill; Family - TFrank
13. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Think about:
1. Acquisition
 From where?
 Earned, Owned, & Paid considered?
 Priorities for each element? Spending?
2. Behavior
 Steps in ideal buyer’s journey – micro-goals, influencers
 Process to buy
 Can we simplify?
3. Outcomes
 What outcomes = value delivered to the business bottom-line?
A download? A phone call to your call center? A qualified online lead?
Signing up for email promotions? People buying your product / services ?
A 95% task completion rate? A 10 point lift in brand perception?
Source: http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
14. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Set Key Performance
Indicators
What KPIs will measure progress
towards the goals you have set?
Is it realistic to think you can collect
the data?
Who needs to be involved? Get their
input before buying tools!
15. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Categories of Metrics
Consumption
Sharing & Engagement
Lead Generation
Sales
Profitability Social
Media
Offline
Our site
16. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Consumption metrics
What are visitors
consuming? (pages, videos,
podcasts, documents,
downloads, page views)
What are they reading
about us from other
sources?
What are they searching?
How do these
relate to
sales?
17. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Sharing & Engagement
Metrics
Likes, shares, tweets, +1s, pins
Sentiment analysis (still no great tools
for this)
Forwarding from e-mail
Inbound links (can get free from
ScreamingFrog, Google Webmaster
Tools, http://www.opensiteexplorer.org/ and other SEO
tools)
http://www.slideshare.net/fullscreen/CMI/a-field-guide-to-the-four-types-of-content-marketing-metrics/2
18. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
More Social Media Metrics
Social Media Conversion rate
 # of audience comments/post
Amplification rate
 # retweets/post or shares/post
Applause rate
 likes, faves, +1s
Share of voice
 what % of mentions are yours
http://www.convinceandconvert.com/social-media-measurement/6-critically-undervalued-social-media-success-metrics/ GroupM study
19. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Lead Generation Metrics
Form completions
Downloads
Email subscriptions, opens & clicks
Blog subscriptions & comments
Conversion rates of people who did the
above vs those who didn’t
 increasing over time?
Bounce rates
http://www.slideshare.net/fullscreen/CMI/a-field-guide-to-the-four-types-of-content-marketing-metrics/2
20. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Sales Metrics
Conversion rates
Impact on offline sales
Customer retention
Order frequency
Average order size/price
21. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Profitability Metrics
Cost/lead
Revenue/lead
Customer service costs (declining?)
# of sales per sales rep
Returns rate
Online ad campaign profitability
22. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
You Thought That Was Tough…
Now for the How
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Process
Now you have decided what to
measure, so how will you do it?
Determine IT and systems needs
Create implementation plan
Train & implement
Maintain, measure & refine
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Costs
Time (especially for social media!)
Tools
Learning curve/training
Social media advertising (increasingly
important)
25. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Tools
Tools for:
Data
Gathering
& Posting
Data
Analysis
Testing &
Refinement Lots of overlap
Photo by Tony Hall, Flickr
26. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
The Basics
What do you really need?
What budget range?
Timing
Extensibility
IT participation needed?
Likelihood of vendor survival
27. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Multi-Channel Challenges
55% of online retail activity
occurring through mobile devices(comScore)
 How track behavior across multiple channels?
Many mobile devices and apps don’t even
support cookies
Facebook: 48% of Daily Active
Users and 49% of Ad Revenue
Come from Mobile
(http://socialmediatoday.com/socialbarrel/1883521/facebook-says-48-percent-daily-active-users-
and-49-percent-ad-revenue-come-mobi)
28. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Think Multi-platform
Google now has
cross-device analytics
 Must have the User-ID
feature implemented
Only catches users
who are signed in to
Google
That may be
representative
enough of your
target markethttp://online-behavior.com/analytics/cross-device
29. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Types of attribution
Last click
First click
Even
Store (physical world) vs digital world
– who gets credit? How to share it?
30. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Data Gathering & Posting Tools
Photo by Alan, Flickr
31. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Data Gathering Tools
Google Analytics
Google Webmaster Tools (especially for
keywords, now that no longer in basic Analytics)
Competitive Research Tools
Social Sign-in
Lots of Social Listening Tools
32. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
What’s the Competition
Doing?
Find out what they are doing on:
Their own site
Social media of all types (including
YouTube)
Advertising
33. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Competitor research tools
Free at basic level:
Quantcast.com
Alexa.com
Compete.com
Google Trends
(See also “social listening tools”)
34. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Social Listening Tools
HootSuite – great for posting too
Tweetreach – reach, impressions, activities
Social Mention - Strength, Passion,
Sentiment and Reach (for comp analysis too)
Addictomatic – includes Bing & more
Bottlenose.com – fun to watch
Klout – influence score
 & more…
35. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
More free tools
Facebook Insights
[don’t just “boost post”; you want your
investment going to likely prospects]
Twitter Analytics
YouTube
Pinterest
Etc. … Almost all platforms have
analytics
36. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Handy Posting Tools
Bitly – link shortener
Buffer – for multi-platform posting
http://hashtagify.me/ – to find out
which to use
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Analysis Tools
Creative Commons photo of Sigmund Freud
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Enough to drive you crazy!!
Review of 50 tools at http://socialmediatoday.com/pamdyer/1458746/50-top-tools-
social-media-monitoring-analytics-and-management-2013
HubSpot – also a CRM tool
Domo.com - expensive
SproutSocial – free trial; after that,
$59/user/mo up to $1500)
Radian 6 – for big co’s (prices start at $12K/yr)
Mention.net, Sysomos, Viralheat -
For measuring social conversations
True Social Metrics (just for social media;
has free trial; will also analyze competitors)
39. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
More Tools
Simply Measured (has several free reports
to test out)
UberVu (no free trial)
SocialBakers (also has free data on top
brands & pages, by country) has a free trial of
competitive intelligence and social media
measurement – looks pretty easy to use (basic
is $120/month)
Quintly – nice layout; has free trial; good for
competitive analysis too
40. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Tools Will Change
Remember to match what they can do with
what you need to:
Measure the KPIs you selected, in order to:
Accomplish the goals you set
41. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Ask the Vendor
1. Difference between your tool and free tools?
2. How do you capture the data?
3. What is the Total Cost of Ownership?
4. What is in your free support? What is in paid?
5. Segmentation capabilities?
6. Export formats?
7. Data integration with other tools?
8. Two new features/tools/acquisitions on the
horizon?
9. Why did your last two clients you lost cancel?
Can we talk to them?
Source: Web Analytics 2.0 by Avinash Kaushik
42. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Google Analytics
Google Analytics Academy has great
free videos; watch & learn
1. Install Universal Analytics
2. Set Conversion Goals
3. Set Filters
 Exclude yourselves
43. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Setting Goals in GA
4 types of goals:
 Destination
Thank You or confirmation page
Funnel goals – where losing them?
 Duration
 Pages/Screens per visit
 Event (e.g. viewed video)
Goal $ values helpful for ROI
https://analyticsacademy.withgoogle.com/course01/unit?unit=4&lesson=4
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Testing & Refinement
Photo by Sean MacEntee on Flickr
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Correlation vs
Causality
What else might
explain the
changes?
How do you
separate out the
effects?
Image from
http://www.thevisualeverything.com/2011/12
/problem-online-graphs-charts-correlation-
causation/
46. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
A/B Testing & More
Test many things! (But not all at once)
Test often!
Test hypotheses
Visual Website Optimizer (free)
Google Content Experiments (free)
47. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Return on Investment
ROI = Investment – Revenues
Investment
Investment includes:
Staff costs
Overhead that can be attributed to that
medium or effort
Outsourcing costs, e.g. design, hosting,
subscriptions, software, tools
48. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Essential Tools
Google Analytics
Hootsuite or equivalent
Buffer or equivalent
Bit.ly or equivalent
A/B Testing tool
49. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Future?
 Better in-store tracking & linking with online
channels
 Real-time data, sync’d across channels
 Give shoppers incentive to let you access
their data (cell phone or face triggered) as
soon as they enter your store (or are even
near it)
 E.g http://www.shopperception.com/ for in-store
shopper tracking (video)
http://online-behavior.com/analytics/attribution "Half the money I spend on advertising is wasted; the trouble is I don't know which half."Â John WanamakerOur ability to better understand the digital experience of customers requires that we measure multiple touch points with our digital assets and piece together information from a multitude of data sources. The customer experience can include any number of the following: visits to a site, paid search ads and organic search engine results, visits directed from other sites and marketing tactics such as display impressions, email marketing and social networking. It is because of this complex consumer experience that there are many ways to calculate advertising ROI and attribute "conversion credit".
http://www.slideshare.net/fullscreen/CMI/a-field-guide-to-the-four-types-of-content-marketing-metrics/2(if they share from your email or page, can get data for that; can’t if they simply share a link via their own email – or can you? Youd see how many clicked on that link)
http://www.convinceandconvert.com/social-media-measurement/6-critically-undervalued-social-media-success-metrics/ cited GroupM study
Quantcast.com - Only works well w huge sites (free edition); sometimes gives demographic breakdownAlexa.com – also gives some demographicsCompete.com (mainly US; free acct for 10/day),
Source: Web Analytics 2.0 by Avinash Kaushik
Nice list at http://petertrapasso.com/social-media-monitoring-tools-infographic/ (but is from 2013)