Demand Gen Report & GoodData present #SocialMetrics

1. The
5
Metrics
You
Need
To
Track
Social
Marke5ng’s
Impact
&
Influence
#SocialMetrics
SPONSORED BY

2. #SocialMetrics
Follow
this
webinar
on
LinkedIn
&
Twi9er
#SocialMetrics
Demand
Gen
Report:
@DG_Report
GoodData:
@GoodData
Emily
Rugaber:
@emilyrugaber
Andrew
Gaffney:
@agaffney

3. #SocialMetrics
About
Demand
Gen
Report
@DG_Report
h9p://linkd.in/DG_Specialists
• Launched
in
2007
to
track
best
pracKces
in
lead
generaKon
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readers
• We
also
offer
a
menu
of
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and
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pracKces
reports
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audio/video
podcasts
at
DemandGenReport.com

4. #SocialMetrics
Emily
Rugaber
Director,
Best
PracKces
GoodData
MODERATOR:
Andrew
Gaffney
Editor,
Demand
Gen
Report
Panelists

5. #SocialMetrics
Sizing
Up
Social’s
Influence
on
Buyers
72%
of
respondents
said
they
used
social
media
to
research
the
soluKon
purchase.

6. #SocialMetrics
Sizing
Up
Social’s
Influence
on
Buyers
The
amount
of
respondents
who
connected
directly
with
potenKal
soluKon
providers
via
social
by
more
than
57%.

7. #SocialMetrics
Poll
Ques5on
What
tacKcs
have
been
using
to
connect
with
and
engage
customers
and
prospects
via
social
channels?
• Social
Content
• Social
Referral
Programs
• RetargeKng
• Paid
Social
Ads

8. #SocialMetrics
Social’s
Share
of
Budgets
Social
media
now
accounts
for
about
10%
of
total
markeKng
budgets.
Social
spending
will
increase
to
more
than
21%
of
budgets
over
the
next
five
years.
10%
21%
MarkeKng
budgets
Budget
increase
over
the
next
5
years

9. #SocialMetrics
Social’s
Share
of
Budgets
63%
of
CMOs
rank
social
markeKng
as
a
top
investment
area.

10. #SocialMetrics
Poll
Ques5on
How
are
your
social
markeKng
budgets
changing
from
year
to
year?
• Increasing
by
1-­‐10%
• Increasing
by
10%-­‐20%
• Increasing
by
20%-­‐30%
• Flat
• Decreasing

11. #SocialMetrics
Spending
Up,
But
Metrics
SKll
A
Struggle
Just
15%
of
marketers
can
demonstrate
the
quanKtaKve
effect
of
social
media
on
their
businesses.

12. #SocialMetrics
Spending
Up,
But
Metrics
SKll
A
Struggle
40%
can
show
qualitaKve
results,
but
they
lack
any
solid
financial
evidence
of
social
media’s
influence.

13. #SocialMetrics
Spending
Up,
But
Metrics
SKll
A
Struggle
Nearly
half
of
marketers
say
they
can’t
demonstrate
the
return
on
their
social
media
spending.

14. #SocialMetrics
Poll
Ques5on
How
are
you
currently
tracking
and
reporKng
on
the
impact
and
influence
of
your
social
markeKng?
• Tracking
basic
metrics
such
as
likes
and
followers
• Using
internal
reports
to
track
traffic
and
views
• Have
detailed
tracking
of
ROI
• Tracking
unique
a9ribuKon
of
all
channels

15. 5 Metrics
To Track
Social Marketing’s
Impact Influence

16. What
We’ll
Cover
Today:
Channels

17. Poll Question: Are you using paid social
media on these networks?
• LinkedIn
• Twitter
• Facebook
• YouTube
• Pinterest
• Instagram

18. LinkedIn: Dominating the B2B Space

19. Social Nomenclature, Explained.
Owned
Social
Media
Paid
Social
Media
Earned
Social
Media Social
Analytics

20. The Metrics We All Know
# of
Posts
# of
Engagements
Engagement
Rate
Followers
Viewers
Views

21. #1:
Non-
Follower
Reach
What
We’ll
Cover
Today:
The
5
Metrics
that
Ma9er
#2:
Goal
Completions
#3:
Ad Spend
ROI
#4:
Ad Metrics
by Category
#5:
Share of
Voice

22. #1: Reaching the Right
Audience with Paid Media

23. B2B Content Tactics--2015

24. From CPC to CPE:
What am I Paying For?
Pay Per
Click
Pay Per View
or
Engagement
(after 30 sec.)
Pay Per
Engagement
or Click
Pay Per
Impression,
Engagement,
or Click
$8-10
per click
$1
for 200 views
(30 sec.)
$2-4
per
engagement
$1-2
per
engagement

25. A Few Metrics to Consider
Number of Ads: A simple metric, but often forgotten!
Spend: Can track this a number of ways.
Ad Impressions:
On LinkedIn Facebook, can also
track “uniques.”
Ad Clicks: Raw clicks on your ad.
Ad Engagements:
Likes, comments, shares, retweets,
@replies, favorites, video views, etc.
“Cost per” Metrics: CPC, CPE, CPM

26. Metric Spotlight: Non-Follower Reach
• When I post an ad, who sees it? Clicks?
Likes? Shares? Retweets?
• How does my paid media audience differ
from your owned media audience?
• How can I leverage “free advertising” to your
audience, to improve the efficiency of paid
media?

27. #2: Measuring Ad Contribution
to Goal Completions

28. #1 Metric that Matters:
Linking paid social actions to
web visits, conversions,
MQLs, or other goals for
your business!
What is Paid Social
Success?

29. A Social Attribution Model

30. Customer Experience Cycle

31. A Few Metrics to Consider
Bounce Rate: Percentage bounces from an ad.
Visits/Session: Can also track uniques/visitors!
Time on Page: Complementary metric--session time.
Goal Completion: Form fills, event responses, etc.
CTR: Click-Through-Rate
*All of these metrics can be sliced by Referral Source.

32. Metric Spotlight: Goal Completions by
Platform
• Am I driving people to your site who have
intent to purchase?
• How does social affect my goals?
• How am I calculating “goal completions” on
my site?

33. Finding Spend ROI

34. Poll Question: Do you know these
metrics for your organization?
• Clicks per dollar spent on social media.
• Engagements per dollar spent on paid social
media.
• Dollars made in ecommerce per dollar spent
on paid social media.
• I don’t know any of these!

35. Spend ROI Trends
• Spend is increasing
• 62% of CMO’s feel pressure to prove ROI
• 3 Barriers to ROI:
– Internal silos
– Resistance to change
– Lack of expertise in new tech

36. Spend ROI Trends

37. Metric Spotlight: ROI
• How much money has my site made from
social referrals and/or purchases?
• What is the return on investment for paid
social media?
• How is my paid ROI changing over time?

38. Discovering Ad Metrics by
Category

39. What is a Trend, Anyway?

40. Metric Spotlight: Ad Metric by Category
• What is a “category?”
– Post Type
– Ad Campaign
– Ad Objective
– Ad Target
– Product
– Product Category
– Platform
– Customer Profiles
• What categories do I want to slice my
metrics by?

41. Problem
Consolidate 40 unique data sources into
single view to track conversions from
engagements to views
Solution
Social and Digital Analytics
Results
‣ 20+ unique media channels and digital
properties exposed to insights
‣ Time spent on report generation reduced
from 90% to 20%
‣ Raised IT role to strategic
“It takes a powerful engine to handle
the data demands of a company of
our size. GoodData went beyond
traditional BI solutions, taking us
from zero-to-insight in record time.”
– Param Ghangas, Director of Analytics

42. Mastering Share of Voice

43. Social
Share of Voice:
The volume of mentions on a
social network, weighted by
sentiment and
compared to
competitors.
Share of Voice = B2B Brand Love
Influencer
SOV:
Same metric,
specific to
influencers

44. Metric Spotlight: Share of Voice
• What is my share of voice on Twitter?
• What is my share of voice with Twitter
influencers?
• How do I compare to my competitors and/or
benchmarks for my industry?

45. Sample Share of Voice Chart:
“Top Tweeters”

46. Questions?

47. #SocialMetrics
Emily
Rugaber
Director,
Best
PracKces
GoodData
MODERATOR:
Andrew
Gaffney
Editor,
Demand
Gen
Report
Panelists
//
Q
A

48. Want to learn more
about GoodData?
Email:
team@gooddata.com
Call: (415) 200-0186
Stay in Touch!
If
you’d
like
to
learn
more
about
social
metrics,
check
out
our
Ul5mate
Guide
to
Social
Analy5cs!
@emilyrugaber

49. #SocialMetrics
Thanks
for
a9ending
this
webinar!
View the on-demand webinar at:
http://dg-r.co/socialmetricsweb