social funnel proposal

@ericboggs, @covatiargylesocial.com

The Social FunnelA Modest Proposal

@argylesocial

@ericboggs@covati


Argyle Social helps marketers measure and optimize the social channel.


What gets measured, gets managed.

- Peter Drucker


Engagement is a core tenet of any social media marketing

program.


Engagement – and your social media marketing efforts in

general – should eventually lead to dollars.


Without a commitment to measurement, you’ll have no idea if you’re wasting time or

creating value.


Subscribers

Engagers

Prospects

The Internet

Conversions


Engagement drives loyalty and repeat purchases

Conversion doesn’t complete the cycle - it re-frames the relationship.

Influencers may be outside the funnel


Subscribers

• Your people: Followers, Fans, etc.• Extend customer relationships online.

• Key Metrics:– % customers subscribed– Growth rate, growth drivers

• Hack:– Ask for social connection at all customer touch-points.– Link social subscribers to email subscribers.– Quantify customers / subscribers.


Engagers• People that raise their hand.• Engagement moves subscribers down the funnel.• Big assumption: positive revenue / engagement correlation.

• Metrics:– Engagers / Subscribers – can you increase engagement?– Interactions by Content – what made people pipe up?– Interactions by Engager – which segments connect?

• Hack:– Define “engagement” for your organization. – Inspect your data from different perspectives.


Prospects

• People that convey interest.• This stage may take different permutations.

• Key Metrics:– Interactions per prospect– Prospects by content

• Hack:– Define the threshold between engager and prospect.– Use web analytics parameters to build smarter links.– Let others do the asking for you.


Conversions

• People that rang the register.• Conversions should include repeat customers.

• Metrics:– Revenue per content, per subscriber, per channel.– Lead time – from subscriber to conversion.

• Hack:– Use web analytics parameters to build smarter links.– You can probably track this with existing tools.– Rinse, repeat.


Room For Improvement

• These steps are squishy.• Causation is a big leap from correlation.• Attribution remains a problem.

• This is still a manual process. For now…


Try These Tomorrow:

• Find ways to differentiate your audience.• Begin snap-shotting simple metrics that reflect

the separate stages.• Embed web analytics parameters into your

social links.

• When you work on other marketing programs, ask yourself why your social program doesn’t have the same rigorous approach.


Feedback? Questions?

(Thank you.)

Eric Boggs - [email protected] Covati – [email protected]

social funnel proposal

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