how to track social media roi by katy katz
TRANSCRIPT
Hi, My Name is Katy! • Content Director, Inturact • MBA with over 10 years in
marketing • Speaker at conferences
including Pubcon, Zenith, and MnSearch
• Published on Search Engine Journal and YouMoz
• Board member of Houston Interactive Marketing Association (HiMA)
@KatyKatzTX
So, Social Media ….
• Where should I be spending my time?
• It takes so much time to be personal, how do I know I’m actually making a difference?
• Metrics are great, but what about profits?
@KatyKatzTX
Plan for Results
@KatyKatzTX
Organic Social Media is about
• Public relations • Relationship building • Brand reputation
@KatyKatzTX
Paid Social Media is about
Profit
@KatyKatzTX
They’re both important,
@KatyKatzTX
but for different reasons.
Today I’ll Talk About • Organic Social Media
o Where to focus o How to measure the value of efforts
• Paid Social Media o Choosing options o Best practices
o Measuring return
@KatyKatzTX
#1 Know Thy Customer • Take the time to build accurate personas • Conduct target market research
o Survey customers o Create gated content to website o Analyze social behavior o Utilize a third-party data aggregator
• Divide results into persona buckets (3-7) • Make them personal and detailed
• Tell a story
@KatyKatzTX
Personas NAME JOB TITLE • Value statement
DEMOGRAPHICS • Age • Income • Education • Salary • Location • Family
GOALS AND CHALLENGES • Values and
fears • Issues at each
stage of buyer’s journey
SOCIAL BEHAVIOR • Information
Seeker • Fan • Influencer • Detractor
@KatyKatzTX
You’re able to COMMUNICATE
Once you know your customer,
@KatyKatzTX
Communication
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Inauthenticity …
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… or worse
@KatyKatzTX
Communication is imperative
• Social media is designed for communication
• Relationships are a two-way street • Be a good listener • Strive for agile response times
• Continue the conversation across modalities
@KatyKatzTX
You can align their needs with your goals
Once you know your customer,
@KatyKatzTX
Organic Social Media • Set SMART goals • Measure your results • Be comfortable with only
having part of the story
@KatyKatzTX
The Scientific Method • Ask a question Purpose
• Do background research Research
• Measurable idea Hypothesis
• Test multiple variations Experiment
• Review the data Analysis
• Summarize results, learn, grow Conclusion @KatyKatzTX
Purpose • What is your SMART goal? • What are you hoping to achieve from
this campaign? • Example of a good purpose:
o I want to increase traffic to my new landing page by 70% in the next 30 days.
@KatyKatzTX
Research • Verify goals are attainable • Research best social avenues • Decide course of action • Add to the KPI:
o I want to run a Facebook contest to increase traffic to my new landing page by 70% in the next 30 days.
o Are there any keywords that will resonate? o What imagery will grab the persona?
@KatyKatzTX
Hypothesis • An idea you can test • What everything is measured against • Tie your KPI to a business objective • Example KPI:
o The Facebook contest will increase traffic to my new landing page by 70% in the next 30 days and drive 25 new customer leads.
@KatyKatzTX
Experiment • Execute multivariate campaigns • Test multiple strategies (vary color,
text, etc.) • Measure and make agile changes
@KatyKatzTX
Analysis • Measure, measure, measure • Review results with common language
o Applause – pluses, favorites, likes, etc.
o Amplification – social shares o Conversation – comments, threads, etc.
• Find a tool that works for you (e.g. True Social Metrics, Hubspot)
@KatyKatzTX
Conclusion • Track your campaign like a case study • Report the positive and negative
outcomes of the campaign • Did you meet your objective? • What did you do well? What could you
have done better?
@KatyKatzTX
More Social KPI Resources
• Measuring Community: KPIs and Social Media Metrics for Community Building, Mack Web Solutions
• Measure Macro AND Micro Conversions, Occam's Razor
• Social KPI Goals Worksheet for ROI, AimClear
@KatyKatzTX
Pay to Play Take it up a notch and
@KatyKatzTX
The Lines Are Blurring
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And the options are GROWING
@KatyKatzTX
@KatyKatzTX
Facebook Targeting • Demographics (location, age, gender,
relationship, education, job title) – build a custom, reusable audience
• Interests (from cross fit to TV shows) • Behaviors (intents, device usage) • Connections (pages, people, etc.)
@KatyKatzTX
@KatyKatzTX
Twitter • Target hashtags or conversations • Target followers of influencers • Set up Twitter cards for conversions • Check out more tips here
@KatyKatzTX
LinkedIn • Sponsored updates or right-hand ads • Text, image, or video ads • Target by location, company, job title,
or bio information
@KatyKatzTX
For all paid platforms,
@KatyKatzTX
tie campaign to a profit-driving goal.
Bottom Line • Take a scientific approach • Rely on the data for decisions • Build SMART KPIs
• Tie goals to measurable business objectives • Account for the intangible benefit of organic • Don’t discount the power of paid
@KatyKatzTX
Thank You!
@KatyKatzTX