1. Tracking Social Media Campaigns
@hpique

2. let’s run a social media campaign!

3. ok, how much did we make?

4. good for trends & feeling awesome

5. beware of vanity metrics

6. tracking
social media campaigns
•defining goals
•tracking social media traffic
•campaign tracking
•more on url shorteners
•tracking offsite sales

7. defining goals

8. what is your ultimate goal?

9. now let’s track it

10. goals in google analytics
http://goo.gl/Ctm0T

11. calculating value
goal: click on buy button
net revenue per purchase: $2
conversion rate: 10%
value: $0.2
*simplification

12. tracking social media traffic

13. google analytics social reports

14. social media conversions
or
how to justify your social media marketing
budget

15. beware of diagrams

16. tracking campaigns

17. Google Analytics URL builder
http://goo.gl/iCF2p

18. http://robotmedia.net/?
utm_source=twitter&
utm_medium=%40robotmedia&
utm_content=tweet12&
utm_campaign=MyBook
use services like bit.ly to shorten these aberrations

19. hootsuite user?
PRO version only

20. more on url shorteners

21. twitter’s link shortener
while you can use your own url shortener, lack of context
might affect clicks

22. t.co in google analytics

23. your own url shortener
http://domai.nr/

24. bit.ly’s custom domain service

25. tracking offsite sales

26. mysite.com

27. method 1: guesstimate

28. method 2: associate programs

29. - What did we learn, Palmer?
- I don't know, sir.
- I don't f****n' know either. I guess we learned not
to do it again.
- Yes, sir.
- I'm f****d if I know what we did.
- Yes, sir, it's, uh, hard to say
quote from the most excellent movie Burn After Reading

30. Questions?
@hpique

31. Thanks!