2. ABOUT ZONTEE
• Strategist for leading consulting
firm Convince & Convert, founded by
Jay Baer
• Digital marketing expert & founder
of her own consultancy, Media
Volery, in New York City
• Adjunct professor of
communications at the City College
of New York
• Advise brands including Indiana
University and Allstate Insurance
6. SEE: BUILD
AWARENESS
• Changes in brand
awareness/recognition
• Percent of new
visits/visitors to the
website
• Volume of social chatter
and interaction
• Clicks on Youtility-driven
content
7. THINK: MAKE THEM
CONSIDER
• Repeat visits within a
specific period
• Pages viewed per visit
• Click-through rates from
product-specific content
• Leads generated from
social channels or content
9. CARE: ENGAGE
WITH THEM
• Customer loyalty
• Repeat purchases
• Net promoter scores/
likelihood to recommend
• Participation in customer
communities
• Number of reviews
• Volume of social chatter
10. YOUR TURN!
• Identify one type of social
content you’re creating
currently for your business
at each stage: See, Think,
Do, Care
• Define the key metric for
that execution
• Is there more than one
audience segment that this
content might reach?
12. SEE: HOW ARE
THEY ENGAGING?
• Establish benchmarks for
success
• Measure results for each
target group
• Track each individual
version of your content
13. THINK: WHAT ARE
THEY DOING?
• Track behavior flow
• Look at efficacy of
retargeting ads
• Measure behavior within
automations/series
14. DO: WHY HAVE
THEY COMMITTED?
• Test and optimize
shopping cart
flow/conversion flow
• Send follow-up surveys
• Measure activity levels
within the first 30, 60, 90,
180 days
15. CARE: WHAT DO
THEY VALUE?
• Survey regularly
• Listen for community
participation and monitor
user-generated content
• Benchmark tone,
sentiment, and volume of
social chatter
19. KEY TAKEAWAYS
• Set content goals based on
the stage of the customer
journey addressed by that
content
• Define success so you’re
measuring apples to apples
• Look at the right metrics for
each stage of the customer
journey
• Measure against your
competition, listen actively,
track specifically
• Attribute each touchpoint in
a way that acknowledges its
value
• Keep adjusting what you’re
measuring to reflect your
business goals
21. CONNECT
WITH ME
• Twitter: @zontee_hou
• LinkedIn:
linkedin.com/in/zonteehou
• ConvinceandConvert.com
• MediaVolery.com
Hinweis der Redaktion
5 years ago: I was managing day-to-day marketing for one of America’s largest craft/hobby brands
Built the social media program from the ground up
Everything from podcast to blog to FB page of then 200K, now well over half million
Growing direct revenues and our reputation among competitors
Even so, I still got questions at every management meeting about what we were getting from all these activities
Even so, I still heard that sales was doing all the “real work”
How many of you find this to be a familiar story?
Smart measurement lets us…
Learn from your audience, get to know them
Know what works and what doesn’t, be able to iterate
A customer-centric model for measurement leads to more accuracy and clarity for the business.
Why should we do this? Every business’s customer needs multiple touch-points with the business before ZMOT.
Think with Google said at least 11 in 2009; in 2016, it’s many more.
We need to know that marketing touch-points are incremental. You don’t usually convert during the first touch.
Avinash Kaushik: See, think, do, care
Different CTAs for people in different parts of the journey
Chase highly ranked by NetBase in terms of social media success
See: might be exposed to Chase through TV or online ad, might hit the website when they click through a youtility-driven article shared by a friend
awareness metrics
Think: Looking at banking options—consideration
Define success more narrowly than broadly
Look to create a matrix of success based on the audience, the type of content, and the stage of the customer journey
Break it down by type of content, because you’re not going to want to end up only cat photos, just because those get the highest engagement—make sure your mix of content is still addressing your business goals
Ask the right questions.
Broad-based content—measure against each niche (Wolffepack: people 30+ in NY, NY)
Track each individual version of each ad or post, so you can compare—reposting content? Make sure the tags are different
Social posts: reach, engagement, click-throughs, shares
Videos: FB allows you to see 10-second views (in addition to standard 3-second views)
Slideshares: views, drive people with a CTA at the end (possibly throughout), shares
Podcasts: click-throughs from other sources, downloads, drive people to the shownotes and/or use codes (bonus materials partway into the podcasts)
You’re still going to have social posts, video content, Slideshares, etc, but this type of content won’t be broad-based, so your have to benchmark against other “think” content.
Videos and social posts specifically related to your industry/vertical, products
Content at this stage is for people who want to learn more.
You might retarget content for people who have filled out a lead form, for instance
Your customers are ready to convert
The key here is follow-through and abandonment
How can you close the deal and learn what works/doesn’t?
Don’t just measure
Look at customer reviews, social chatter
Listen for brand references
Look for ways to track referrals from current customers—see how you can reward them
Also look at the age and interaction of accounts (e.g. email—10 year LB example)
Excel is your friend; export data out of FB, Twitter, etc.
You can also track website clicks with Bitly, Buffer, Wordpress
Don’t want to do it yourself? Services like Napkyn can help you out.
Which actions should be credited for the conversion of your customer?
Assigning value through attribution modeling can help you to translate social touchpoints into real business value