13. 1 in 4 search results
for the World’s Top 20
largest brands are links
to user-generated content
CHECK BLOGS
SEARCH
STIMULUS
PURCHASE
81% of people report that
READ
REVIEWS
NETWORK
57% of people
posts by peers influence their
purchase decisions
SHARE VIDEOS
talk more online
than they do in
“real life”
14. Consumers seek recommendations from social
connections at all stages of the purchase funnel
Awareness
0.58
Read posts about brands, products or services
Visit the official page on a social media site
0.51
Research / Consideration
0.48
Search after reading about it on social media
Pay attention to recommendations from my connections
0.47
Read user/buyer reviews on store websites or review sites
Advocacy
Rate brands, on store websites or on other sites
Recommend after searching on a search engine
Post comments on social media after purchase
Base: All U.S. social media users, n =1,632.
Q32:How often do you interact in each of the following ways with brands, products or services through social media?
0.59
15. Social media is valued but not well measured;
rarely seen as a performance channel
Social marketing is unlikely to
produce ROI. Why invest more?
Social marketing is basically
free. Let’s keep it that way.
3
%
15%
20%
Social marketing is producing a
measurable ROI. Let’s continue
to invest in this tactic.
Source: Marketing Sherpa (May 2011) Social Media Report
62%
Social marketing
is a promising
tactic that will
eventually
produce ROI.
Lets invest but do
it conservatively.
16. Challenges to social measurement
1. Media landscape is fragmented
2. Social data isn’t tied to outcomes
3. Referrer data is inaccurate
25. Develop a comprehensive measurement plan
1. Determine business objectives
2. Define your strategy & tactics
26. Develop a comprehensive measurement plan
1. Determine business objectives
2. Define your strategy & tactics
3. Identify key stakeholders
27. Develop a comprehensive measurement plan
1. Determine business objectives
2. Define your strategy & tactics
3. Identify key stakeholders
4. Categorize channels
& segments
28. Develop a comprehensive measurement plan
1. Determine business objectives
2. Define your strategy & tactics
3. Identify key stakeholders
4. Categorize channels
& segments
5. Set holistic KPIs
29. Social Reports in Google Analytics
Tie real dollar amounts to your social marketing
$113,037.50
20,358 Conversions
$48,762.25
11,003 Assisted
Social Conversions
$8,687.00
2,375 Last Interaction
Social Conversions
30. Six reports provide a comprehensive view of value
Overview
Plugins
Immediately identify the impact
of social on your business goals
Observe how site visitors interact
with social plugins
Sources
Visitor Flow
Learn which networks are
important to your business
See which initial paths that
visitors from social networks take
Conversions
Pages
See which social sources are most
effective in driving conversions
Learn which content is shared
the most, and how
31. Conversion Report
Link social impact to metrics you care about
See conversion rate by social
network and the monetary
value each network generates
Measure direct and socially
assisted conversions to gain
a more accurate value
Define the goals and metrics
important to your business –
choose from engagement or
ecommerce
32. Social Sources
Expansive view with 400+ social sources
View engagement and
conversion metrics for each
social network
View how people interact
with your content
See a more complete picture
of the social channel –
and then value the whole
segment
33. Social Plugins
Identify the content good enough to share
Find the most engaging content and which social
buttons - for example Google +1, - are being clicked to
share it.
34. Wildfire – Google Analytics integration
Custom link
tracking to
understand which
social pages and
posts drive
website conversions
42. Tips from Maryland Live! Casino
• Always get an email
address
• Experiment with content
• Have a plan for your data
43. Key Takeaways
• Develop a
measurement plan
• Use the right
measurement tools
• Make the most of
your data
44. Join us August 6
Register at www.wildfireapp.com
Social Data Intelligence:
Aligning Social & Enterprise Data
for Strategic Advantage
Tuesday, August 6
10 am PT / 1 pm ET
Susan Etlinger
Altimeter Group
45. Thank you
Follow Wildfire and Google Analytics for the latest:
Wildfire:
www.wildfireapp.com
+ Wildfire
Google Analytics
www.google.com/analytics
+ GoogleAnalytics
