dana week 3 social analytics
TRANSCRIPT
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
[email protected]: @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
[email protected]: @whitneyhoffman, @ldpodcastFacebook: Whitney Hoffman
Google Voice: (302) 482-4599Mobile: (302) 562-6507
URL: www.whitneyhoffman.com
Contact Info:
Cautions
Top Social Networks
Plus, we’ll talk mobile- Foursquare
RSS- Really Simple SyndicationSubscription- Let Them Come to You
