dana week 3 social analytics

ANALYTICS, SEO/SEM ANDTHE ZERO MOMENT OF

TRUTH

What We’ve Covered So Far✦ Intro to the Most Popular Social Networks

✦ Branding- Finding your voice and communicating that to others

✦ Looking at your organization in a “customer-centric” way

✦ Make your website your hub and marketing (including social) as the spokes into the hub

✦ Understand how best to deliver on your “promise” to your community

✦ Social and digital are ingredients in an overall organization communication & marketing strategy

Session 3Where’s my Return on Investment?Understanding Search and Analytics

✦ Google’s Zero Moment of Truth- when do ‘customers’ make decisions?

✦ Customer feedback loops- why ‘after the sale/transaction’ is as important as conversion

✦ Using Google tools to help you time your content and check on your competition

✦ Keywords, Tagging, Pay Per Click and the ever-changing SEO landscape- Fish where the Fish are

✦ Numbers are helpful, insight is better

Analytics In a Nutshell✦ If you are doing something on the web, you can probably measure it

✦ Just because you can measure it, doesn’t make it relevant (necessarily) to your goals

✦ Data trends are probably more important than any one data point- know your starting point before pulling the levers

✦ Data is great: Analysis and Insight gained from the data is much more useful

✦ Know what you want to accomplish (strategy) so you can measure the right thing

What Are Metrics?Reasons to track the numbers include:

✦ Sales/Conversions✦ Qualified Leads✦ Focus Groups/Community✦ Competitive intelligence✦ Customer service✦ Influence

Common Services

✦ Website analysis tools: Marketing Grader- Hubspot; SEO MOZ tools

✦ URL Shorteners: Bit.ly, Hootsuite (owl.ly) ✦ Audio metrics- blubrry.com, libsyn.com

Podtrac.com✦ Video: Tubemogul ($)

What are “good” Numbers?

✦ Don’t worry about first blush numbers, look for trends

✦ Benchmark competitors✦ Impressions does not equal engagement (PPC

ads, etc)✦ Look for growth over time, trends

Understanding Your Target Audience

DE? 900,000

DE w/ Computer

Your email list

Social Media Audience

What can you reasonably expect?

The Whole World, or Local?

Attention Battle = Information War

Information is everywhere

Knowledge & Wisdom

Google Analytics

Other Google Tools

Google Keyword Tools

SEO/SEM:Using Search to gain

Marketshare

Elements of Search

• Keywords for industry; Create an SEO Dictionary for your Business

• Look at Google Trends for seasonality, location

• Tag content, pictures, etc. with keywords and work into posts as frequently as possible

SEO rich topics, akaLinkbait

• Lists- 10 things I Hate About _____, 25 ideas for the New Year

• Great Titles

• Advice

• Workflow

• Help for your customer/audience

Example

• http://www.whitneyhoffman.com/2011/12/05/5-things-that-drive-me-crazy/

• Picked up by NYT business blog

• Asked to reprint with credit and bio in his newsletter

Social Media ROI✦ Efficiency

✦ Reputation

✦ Differentiation

✦ Client Service/Retention

✦ PR & Exposure

✦ Increase network

✦ Grow Trust

✦ Client Education

✦ New Opportunities

✦ Flexibility, Timeliness

Creating Communities

This is a long term versus short term strategy

People come to you because of content and added value

Grows network, fans, evangelists

Must give them something to do- keep it fresh or it dies

Content Rules

Session 4Putting it all Together :

Social Media Management and Measurement

• Integrating Your Channels- To Cross Post or Not- Making the most of your content

• Editorial Calendars- Making Your Brand Consistent

• How do I define Success? When do I know if it’s working?

• To Do’s

• Q & A

The End

Whitney Hoffman

Hoffmandigitalmedia@gmail.comTwitter: @whitneyhoffman, @ldpodcastFacebook: Whitney Hoffman

Google Voice: (302) 482-4599Mobile: (302) 562-6507

URL: www.whitneyhoffman.com

Contact Info:

“Social media changes the relationship between companies and customers from master and servant, to peer to peer.”

“In the long history of humankind those who learned to collaborate and improvise most effectively have prevailed.”

~ Charles Darwin

Let’s get Beyond “Oooh, Shiny!”

What’s Your Time Worth?

Income /2080 =

Hourly Rate

$40,000/ yr =

$19.23/hr

Looking for the Sweet Spot

I like to say Twitter is like a bar, Facebook is your living room, and LinkedIn is your

local Chamber of Commerce. -BS Stoltz

Influence

Liking

Reciprocity

Social Proof

Consistency

Authority

Scarcity

Session 2Using Social Media to Connect Your

Brand to Your Customers

Who to connect to and why? Inbound and Outbound Marketing in a Nutshell

Killer content: Engaging Your Audience

Elements of making your messages memorable

How to Listen as well as Broadcast

“If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.”

-Jeff Bezos, CEO of Amazon.com

Lifetime Value of a Customer

Formula includes:

Average number of years a customer does business with you

Average revenue per customer per year

Estimated costs to deliver products/services

Consider

Cost of a lost customer in terms of lost revenue and-

Loss of additional customers due to word of mouth

Cost of Retention- what do you have to do to keep existing customers happy?

Churn rate- how many customers leave? And what does it cost to replace them?

Do The Math

Cost Per Lead* = (Total Ad Costs) / (# Leads Generated)Total Ad Costs = Direct Ad Costs + Indirect Ad Costs

Direct Ad Costs = All Ad Fees + Design Costs + Tracking Costs + Agency Fees

Indirect Ad Costs = Administrative Overhead = ($/hr) x (# hrs)

Marketing ROI = (Revenue – Marketing Cost) / Marketing Cost

Don’t Be This Guy

Strategy

Whitney Hoffman

Hoffmandigitalmedia@gmail.comTwitter: @whitneyhoffman, @ldpodcastFacebook: Whitney Hoffman

Google Voice: (302) 482-4599Mobile: (302) 562-6507

URL: www.whitneyhoffman.com

Contact Info:

Cautions

Top Social Networks

LinkedIn

Twitter

Facebook

Plus, we’ll talk mobile- Foursquare

RSS- Really Simple SyndicationSubscription- Let Them Come to You