March 24, 2011 presentation at BookNet Canada Tech Forum

1. Beyond Fans and Followers
Measuring Your Online Marketing Campaigns
BNC Tech Forum March 24, 2011
Twitter @boxcarmarketing

2. Not everything that counts can be measured.
Not everything that can be measured counts.
Albert Einstein
Monique Trottier
@BoxcarMarketing

3. There are 2 things we like to measure:
Things that lead to sales
Sales
Monique Trottier
@BoxcarMarketing

4. Sales
Monique Trottier
@BoxcarMarketing

5. Setting Up Goals
• Admin Access
• URL Destination
Monique Trottier
@BoxcarMarketing

6. Things that lead to sales
Twitter Followers Customer Feedback
RTs
Facebook Fans
Email Opens
Website Visitors
Press Mentions
Sales
Monique Trottier
@BoxcarMarketing

7. Things that lead to sales
Acquisition Website Visitors, time on site
Number of pageviews, repeat visits,
Activation subscription (email, blog), account
sign-up (profile data), Fan/Follower
Email Opens, Click-throughs,
Retention Repeat visits
Press Mention, RT,
Referral Refers 1+visitors to the site;
Refers 1+ visitors who activate
Sales
Monique Trottier
@BoxcarMarketing

8. If you don’t know where you’re going, any road will
get you there.
Misquote from Alice in Wonderland
Monique Trottier
@BoxcarMarketing

9. A simple Contest
• Reach a new audience or reinforce our connection to an existing audience
Goal Lifecycle Action Reaction Metrics
@ / RT / Comment
Response Visitors
Acquire Subscriptions
Reach a new Listen Visit to the site
Activate (email/RSS)
audience Introduce Subscribe Fan/Follower
Retain
Return Account sign-up
Return Visits
@ / RT / Comment
Response Repeat visits
Reinforce our Retain Talk Email opens
Visit the site
connection to Referral Pitch CTR / Goal Funnel
Act Mentions
existing audience Revenue Thank
Refer Referrals
Referrals who convert

10. Google Analytics: Annotations
Monique Trottier
@BoxcarMarketing

11. Google Analytics: Title- or Author-Specific Searches

12. Google Analytics: Audience Segments

13. A simple campaign to build Reputation
• Use a blog to establish authority / expertise for an author.
• Focus on writing good content first and self-promotion second
Goal Metrics
Pagerank +
Nth position in relation to competitors by a # inbound links from influential blogs
certain date # bookmarks (Delicious)
Google Position in Search Results
Volume of organic traffic per month
# inbound links from influential sites
X% increase of traffic per month
# email subscribers or fan/followers who can
be directed to the site
X$ per month attributable to Segment and Funnel:
referrals from blog Traffic that converts to sales

14. A really simple campaign to increase Engagement
• Be nice to customers who mention your company / authors / titles on Twitter
Goal Metrics
# positive comments sent to customers per
week w/in given timeframe
Increase # positive conversations # of conversations that started from those
comments
# additional activation points

15. A problematic campaign to increase Offline Sales
• Implement a promotion on social media with a specific store.
• Give participants a printable campaign voucher so you can track offline sales
Goal Metrics
Goal Funnel: Impressions,
Download voucher
Form Completion; Downloads
$ monthly sales monthly sales
% increase in store traffic over
monthly store traffic
pre-promo period
Attact an audience in a particular area traffic from particular area

16. A simple campaign to increase Online Sales
• Use Twitter or Facebook to inform prospects about special promotions.
• Exclusive, limited-customer/limited time offers.
Goal Metrics
Increase monthly sales monthly sales attributable directly to SMM
Segment & Funnel: new customers
Increase % value from new customers
attributable directly to campaign
Increase conversions from Segment & Funnel: monthly revenue
Twitter traffic generated from customers from Twitter
Repeat customers from that group
Retain X% of new customers
Unsubscribe rates

17. Social Media Measurements
Content
Platform Ratio of Posts to X Peak Conversion
Resonance
Opens
Day
Email Opens CTR
Time of Day
Unsubscribes
RTs
Day
Twitter RTs @
Time of Day
Recos
Like
Day
Facebook Interactions Share
Time of Day
Comment
Monique Trottier
@BoxcarMarketing

18. Data is black and white
• Your creativity is what makes it colourful
Monique Trottier
@BoxcarMarketing

19. Making Your Data Work for You
1. Establish a baseline (before/after)
2. Use Google Analytics annotations to create an activity timeline
3. Overlay sales data
• Frequency: Transactions/month
• Reach: Net new customers
• Yield: $ per transaction
4. Overlay the Micro Actions that lead to sales (Conversion Precursors)
• Mentions (Twitter, Blogs, FB)
• Email Opens
• Traffic: visitors, title- and author-specific searches
• Click throughs: quality of referral traffic, CTR
5. Identify patterns
• Activities effect what areas?
• What needs to be optimized? Monique Trottier
@BoxcarMarketing

20. Resources
Tools for Data Visualization Monitoring Tools
• TableauSoftware.com • Google alerts
• Twitter saved searches
Tools for Competitive Research • Yahoo Pipes
• TweetStats.com • Netvibes
• Klout.com • Radian 6
• Evaluator.virtue.com
• Google Reader
Audience Research
• TweepSearch.com
• Facebook Ads
Monique Trottier
@BoxcarMarketing

21. Ask me about this stuff.
• Download this presentation
Monique Trottier
@boxcarmarketing
monique@boxcarmarketing.com