the pope, the dalai lama, and lady gaga
TRANSCRIPT
The Pope, the Dalai Lama, and Lady Gaga
Converge Consulting
Agenda
• Why?• The State of Social Media• Demographic Breakdown• A Goal-based Approach• Questions
ROI: Return on Investment
What do they have in common?
6 Tweets & 49,371 Followers
724 Tweets & 3,822,791 Followers
1,307 Tweets & 20,914,312 Followers
LET’S WATCH THIS YOUTUBE VIDEO TO LEARN A BIT MORE
How do we make sense of social media?
Interest: Google Insights for Search
Demographic Breakdown
Facebook• 845 Million Active Users• Gender
– Male 43% – Female 57%
• Age– 0-24 years 14%– 25-34 years 18%– 35-44 22%– 45+ 46%
• Education– Less than HS Diploma 9%– High School 10%– Some College 57%– Bachelor’s or Graduate Degree 24%
• Income– $0-$24,999 Income 9%– $25,000- $49,999 33%– $50,000-$99,999 47%– $100,000+ 11%
Male; 43%
Female; 57%
Facebook• 845 Million Active Users• Gender
– Male 43% – Female 57%
• Age– 0-24 years 14%– 25-34 years 18%– 35-44 22%– 45+ 46%
• Education– Less than HS Diploma 9%– High School 10%– Some College 57%– Bachelor’s or Graduate Degree 24%
• Income– $0-$24,999 Income 9%– $25,000- $49,999 33%– $50,000-$99,999 47%– $100,000+ 11%
0-24
25-34
35-44
45+
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Facebook• 845 Million Active Users• Gender
– Male 43% – Female 57%
• Age– 0-24 years 14%– 25-34 years 18%– 35-44 22%– 45+ 46%
• Education– Less than HS Diploma 9%– High School 10%– Some College 57%– Bachelor’s or Graduate Degree 24%
• Income– $0-$24,999 Income 9%– $25,000- $49,999 33%– $50,000-$99,999 47%– $100,000+ 11%
Less than HS Diploma
High School
Some College
Bachelor's of Graduate Degree
0% 10% 20% 30% 40% 50% 60%
Facebook• 845 Million Active Users• Gender
– Male 43% – Female 57%
• Age– 0-24 years 14%– 25-34 years 18%– 35-44 22%– 45+ 46%
• Education– Less than HS Diploma 9%– High School 10%– Some College 57%– Bachelor’s or Graduate Degree 24%
• Income– $0-$24,999 Income 9%– $25,000- $49,999 33%– $50,000-$99,999 47%– $100,000+ 11%
$0-$24,999
$25,000-$49,000
$50,000-$99,999
$100,000+
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
9%
33%
47%
11%
Twitter• 127 Million Active Users• Gender
– Male 41% – Female 59%
• Age– 0-24 years 19%– 25-34 years 23%– 35-44 25%– 45+ 33%
• Education– Less than HS Diploma 9%– High School 8%– Some College 59%– Bachelor’s or Graduate Degree 24%
• Income– $0-$24,999 Income 15%– $25,000- $49,999 38%– $50,000-$99,999 37%– $100,000+ 10%
Male; 41%
Female; 59%
Twitter• 127 Million Active Users• Gender
– Male 41% – Female 59%
• Age– 0-24 years 19%– 25-34 years 23%– 35-44 25%– 45+ 33%
• Education– Less than HS Diploma 9%– High School 8%– Some College 59%– Bachelor’s or Graduate Degree 24%
• Income– $0-$24,999 Income 15%– $25,000- $49,999 38%– $50,000-$99,999 37%– $100,000+ 10%
0-24
25-34
35-44
45+
0% 5% 10% 15% 20% 25% 30% 35%
Twitter• 127 Million Active Users• Gender
– Male 41% – Female 59%
• Age– 0-24 years 19%– 25-34 years 23%– 35-44 25%– 45+ 33%
• Education– Less than HS Diploma 9%– High School 8%– Some College 59%– Bachelor’s or Graduate Degree 24%
• Income– $0-$24,999 Income 15%– $25,000- $49,999 38%– $50,000-$99,999 37%– $100,000+ 10%
Less than HS Diploma
High School
Some College
Bachelor's of Graduate Degree
0% 10% 20% 30% 40% 50% 60% 70%
Twitter• 127 Million Active Users• Gender
– Male 41% – Female 59%
• Age– 0-24 years 19%– 25-34 years 23%– 35-44 25%– 45+ 33%
• Education– Less than HS Diploma 9%– High School 8%– Some College 59%– Bachelor’s or Graduate Degree 24%
• Income– $0-$24,999 Income 15%– $25,000- $49,999 38%– $50,000-$99,999 37%– $100,000+ 10%
$0-$24,999
$25,000-$49,000
$50,000-$99,999
$100,000+
0% 5% 10% 15% 20% 25% 30% 35% 40%
Google+
• 90 Million Unique Visitors• Gender
– Male 71% – Female 29%
• Age– 0-24 years 50%– 25-34 years 28%– 35-44 11%– 45+ 11%
Male; 71%
Female; 29%
Google+
• 90 Million Unique Visitors• Gender
– Male 71% – Female 29%
• Age– 0-24 years 50%– 25-34 years 28%– 35-44 11%– 45+ 11%
0-24
25-34
35-44
45+
0% 10% 20% 30% 40% 50% 60%
Pinterest • 21 Million Unique Visitors• Gender
– Male 18% – Female 82%
• Age– 0-24 years 10%– 25-34 years 26%– 35-44 29%– 45+ 35%
• Education– Less than HS Diploma 5%– High School 9%– Some College 61%– Bachelor’s or Graduate Degree 25%
• Income– $0-$24,999 Income 7%– $25,000- $49,999 37%– $50,000-$99,999 46%– $100,000+ 10%
Male; 18%
Female; 82%
Pinterest • 21 Million Unique Visitors• Gender
– Male 18% – Female 82%
• Age– 0-24 years 10%– 25-34 years 26%– 35-44 29%– 45+ 35%
• Education– Less than HS Diploma 5%– High School 9%– Some College 61%– Bachelor’s or Graduate Degree 25%
• Income– $0-$24,999 Income 7%– $25,000- $49,999 37%– $50,000-$99,999 46%– $100,000+ 10%
0-24
25-34
35-44
45+
0% 5% 10% 15% 20% 25% 30% 35% 40%
Pinterest • 21 Million Unique Visitors• Gender
– Male 18% – Female 82%
• Age– 0-24 years 10%– 25-34 years 26%– 35-44 29%– 45+ 35%
• Education– Less than HS Diploma 5%– High School 9%– Some College 61%– Bachelor’s or Graduate Degree 25%
• Income– $0-$24,999 Income 7%– $25,000- $49,999 37%– $50,000-$99,999 46%– $100,000+ 10%
Less than HS Diploma
High School
Some College
Bachelor's of Graduate Degree
0% 10% 20% 30% 40% 50% 60% 70%
Pinterest • 21 Million Unique Visitors• Gender
– Male 18% – Female 82%
• Age– 0-24 years 10%– 25-34 years 26%– 35-44 29%– 45+ 35%
• Education– Less than HS Diploma 5%– High School 9%– Some College 61%– Bachelor’s or Graduate Degree 25%
• Income– $0-$24,999 Income 7%– $25,000- $49,999 37%– $50,000-$99,999 46%– $100,000+ 10%
$0-$24,999
$25,000-$49,000
$50,000-$99,999
$100,000+
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
LinkedIn • 150 Million Registered Users• Gender
– Male 50% – Female 50%
• Age– 0-24 years 4%– 25-34 years 15%– 35-44 32%– 45+ 49%
• Education– Less than HS Diploma 3%– High School 10%– Some College 37%– Bachelor’s or Graduate Degree 50%
• Income– $0-$24,999 Income 7%– $25,000- $49,999 22%– $50,000-$99,999 50%– $100,000+ 21%
Male; 50%Female; 50%
LinkedIn • 150 Million Registered Users• Gender
– Male 50% – Female 50%
• Age– 0-24 years 4%– 25-34 years 15%– 35-44 32%– 45+ 49%
• Education– Less than HS Diploma 3%– High School 10%– Some College 37%– Bachelor’s or Graduate Degree 50%
• Income– $0-$24,999 Income 7%– $25,000- $49,999 22%– $50,000-$99,999 50%– $100,000+ 21%
0-24
25-34
35-44
45+
0% 10% 20% 30% 40% 50% 60%
LinkedIn • 150 Million Registered Users• Gender
– Male 50% – Female 50%
• Age– 0-24 years 4%– 25-34 years 15%– 35-44 32%– 45+ 49%
• Education– Less than HS Diploma 3%– High School 10%– Some College 37%– Bachelor’s or Graduate Degree 50%
• Income– $0-$24,999 Income 7%– $25,000- $49,999 22%– $50,000-$99,999 50%– $100,000+ 21%
Less than HS Diploma
High School
Some College
Bachelor's of Graduate Degree
0% 10% 20% 30% 40% 50% 60%
LinkedIn • 150 Million Registered Users• Gender
– Male 50% – Female 50%
• Age– 0-24 years 4%– 25-34 years 15%– 35-44 32%– 45+ 49%
• Education– Less than HS Diploma 3%– High School 10%– Some College 37%– Bachelor’s or Graduate Degree 50%
• Income– $0-$24,999 Income 7%– $25,000- $49,999 22%– $50,000-$99,999 50%– $100,000+ 21%
$0-$24,999
$25,000-$49,000
$50,000-$99,999
$100,000+
0% 10% 20% 30% 40% 50% 60%
Reddit • 5.5 Million Unique Visitors• Gender
– Male 66% – Female 34%
• Age– 0-24 years 25%– 25-34 years 23%– 35-44 28%– 45+ 24%
• Education– Less than HS Diploma 10%– High School 6%– Some College 48%– Bachelor’s or Graduate Degree 36%
• Income– $0-$24,999 Income 31%– $25,000- $49,999 28%– $50,000-$99,999 32%– $100,000+ 9%
Male; 66%
Female; 34%
Reddit • 5.5 Million Unique Visitors• Gender
– Male 66% – Female 34%
• Age– 0-24 years 25%– 25-34 years 23%– 35-44 28%– 45+ 24%
• Education– Less than HS Diploma 10%– High School 6%– Some College 48%– Bachelor’s or Graduate Degree 36%
• Income– $0-$24,999 Income 31%– $25,000- $49,999 28%– $50,000-$99,999 32%– $100,000+ 9%
0-24
25-34
35-44
45+
0% 5% 10% 15% 20% 25% 30%
Reddit • 5.5 Million Unique Visitors• Gender
– Male 66% – Female 34%
• Age– 0-24 years 25%– 25-34 years 23%– 35-44 28%– 45+ 24%
• Education– Less than HS Diploma 10%– High School 6%– Some College 48%– Bachelor’s or Graduate Degree 36%
• Income– $0-$24,999 Income 31%– $25,000- $49,999 28%– $50,000-$99,999 32%– $100,000+ 9%
Less than HS Diploma
High School
Some College
Bachelor's of Graduate Degree
0% 10% 20% 30% 40% 50% 60%
Reddit • 5.5 Million Unique Visitors• Gender
– Male 66% – Female 34%
• Age– 0-24 years 25%– 25-34 years 23%– 35-44 28%– 45+ 24%
• Education– Less than HS Diploma 10%– High School 6%– Some College 48%– Bachelor’s or Graduate Degree 36%
• Income– $0-$24,999 Income 31%– $25,000- $49,999 28%– $50,000-$99,999 32%– $100,000+ 9%
$0-$24,999
$25,000-$49,000
$50,000-$99,999
$100,000+
0% 5% 10% 15% 20% 25% 30% 35%
Digg • 4.6 Million Unique Visitors• Gender
– Male 55% – Female 45%
• Age– 0-24 years 14%– 25-34 years 21%– 35-44 31%– 45+ 34%
• Education– Less than HS Diploma 6%– High School 7%– Some College 59%– Bachelor’s or Graduate Degree 28%
• Income– $0-$24,999 Income 10%– $25,000- $49,999 37%– $50,000-$99,999 37%– $100,000+ 16%
Male; 55%
Female; 45%
Digg • 4.6 Million Unique Visitors• Gender
– Male 55% – Female 45%
• Age– 0-24 years 14%– 25-34 years 21%– 35-44 31%– 45+ 34%
• Education– Less than HS Diploma 6%– High School 7%– Some College 59%– Bachelor’s or Graduate Degree 28%
• Income– $0-$24,999 Income 10%– $25,000- $49,999 37%– $50,000-$99,999 37%– $100,000+ 16%
0-24
25-34
35-44
45+
0% 5% 10% 15% 20% 25% 30% 35% 40%
Digg • 4.6 Million Unique Visitors• Gender
– Male 55% – Female 45%
• Age– 0-24 years 14%– 25-34 years 21%– 35-44 31%– 45+ 34%
• Education– Less than HS Diploma 6%– High School 7%– Some College 59%– Bachelor’s or Graduate Degree 28%
• Income– $0-$24,999 Income 10%– $25,000- $49,999 37%– $50,000-$99,999 37%– $100,000+ 16%
Less than HS Diploma
High School
Some College
Bachelor's of Graduate Degree
0% 10% 20% 30% 40% 50% 60% 70%
Digg • 4.6 Million Unique Visitors• Gender
– Male 55% – Female 45%
• Age– 0-24 years 14%– 25-34 years 21%– 35-44 31%– 45+ 34%
• Education– Less than HS Diploma 6%– High School 7%– Some College 59%– Bachelor’s or Graduate Degree 28%
• Income– $0-$24,999 Income 10%– $25,000- $49,999 37%– $50,000-$99,999 37%– $100,000+ 16%
$0-$24,999
$25,000-$49,000
$50,000-$99,999
$100,000+
0% 5% 10% 15% 20% 25% 30% 35% 40%
Series1
Myspace
• Gender– Male 36%– Female 64%
• Income– $0-25k 12%– $25-50k 51%– $50-75k 22%– $75-100k 9%– $100-150k 4%– $150k+ 2%
• Age– 0-18 12%– 18-24 18%– 25-34 26%– 35-44 20%– 45-54 18%– 55-64 5%– 65+ 1%
• Education– No HS Diploma 14%– High School 8%– Some College 63%– Bachelor’s Degree 12%– Graduate Degree 4%
StumbleUpon
• Education– No HS Diploma 7%– High School 6%– Some College 55%– Bachelor’s Degree 26%– Graduate Degree 7%
YouTube
• Education– No HS Diploma 13%– High School 10%– Some College 51%– Bachelor’s Degree 18%– Graduate Degree 8%
Age
Education
Gender
Has Children
Browsing Location
Income
Ethnicity
Myspace has the largest division of lower income users with 63% earning 50k or less
Twitter has the largest division of wealthy users with 27% earning 75k or more
A Goal-based Approach
Website
Your Marketing Hub
FacebookPostcard
Magazine Ad
Determine
• Landing page• Desired action• How success will be measured
– Confirmation page– Form submission– Download PDF
Received an email
Went to a landing page
Engaged with the Site
PurchasedRegistered
Repeat
Set Up Google Analytics Goals
Campaign Tracking
Set up links with tracking variables
http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
What is the source in which this link appears?
Campaign Tracking
Set up links with tracking variables
http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
What is the medium/channel in which this link appears?
Campaign Tracking
Set up links with tracking variables
http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
What is the name of the campaign?
Campaign Tracking
Set up links with tracking variables
Send people to landing page.
• Bit.ly/Goo.gl• QR Code• Redirect
goo.gl/K7Z3j
www.convergeconsulting.org/contact-us/request-analytics-consultation/?utm_source=powerpoint&utm_medium=qr%2Bcode&utm_campaign=maximum%2Bimpact%2Bpresentation
Analyze results in Google Analytics
Compare/Analyze
• Campaigns• Sources• Mediums
Compare Campaigns
Campaigns
Compare Mediums
Mediums
Compare Sources
Sources
Make changes
Reallocate funds to what is working
Eliminate what is not
Lady Gaga
Lady Gaga
Lady Gaga
• Understand your target audience• Reach them where they are• Web as a hub strategy• Track• Set up Goals• Use Campaign Tracking• Analyze• Make Changes
Recap
Questions?
Go to http://goo.gl/GSOxc to sign up for a free, 20-minute analytics consultation.