Slide 2 2011 Mike Moran Group LLC Mike Moran www.mikemoran.com
Measuring ROI In Social and Mobile Marketing Mike Moran September,
2011 Slide 3 Mike Moran 2010 Mike Moran 2011 Mike Moran Group LLC
Social media is exploding 126 million blogs (900,000 new posts each
day) Source: BlogPulse, January 2010 90 million tweets per day (two
billion per month) Source: Twitter, September 2010 Half a million
Facebook apps Source: Royal Pingdom, January 2010 YouTube serves
one billion videos per day Source: Royal Pingdom, January 2010 2
Slide 4 Mike Moran 2010 Mike Moran 2011 Mike Moran Group LLC Social
media is certainly influential 3 Slide 5 Mike Moran 2010 Mike Moran
2011 Mike Moran Group LLC You can analyze the influence of fans on
other fans How far do you go? Second order? Third? 4 But can you
make any money at it? Slide 6 Mike Moran 2010 Mike Moran 2011 Mike
Moran Group LLC OK, so what if we did mobile instead of social? 4.5
billion global mobile subscribers by 2013 Source Park Associates,
January 2009 Mobile money to poor: $5 billion market in 2012
SourceCGAP, June 20009 Teenagers watch 67% more mobile video
Source: Nielsen, June 2011 89% of mobile usage happens at home
Source: Nielsen and Yahoo!, April 2011 Sweden (#6), Norway (#8),
and Denmark (#12) are leaders in cell phone usage Source
International Communications Union, August 2011 5 Slide 7 Mike
Moran 2010 Mike Moran 2011 Mike Moran Group LLC OK, what if we
combine social and mobile? Twitter and Facebook have added
location-aware features Check in enough times on Foursquare and
become the Mayor 6 Nicemonkey/shutterstock.com Slide 8 Mike Moran
2010 Mike Moran 2011 Mike Moran Group LLC Is it even possible to
track ROI? You must first decide what you are using social and
mobile for If its public relations, then tracking ROI might be
difficult, just as it is for offline PR But if you are marketing,
you can track ROI by applying direct marketing principles 7 Slide 9
Mike Moran 2010 Mike Moran 2011 Mike Moran Group LLC No matter how
you use social or mobile Direct marketing must drive visitors to
your Web site Help people learn more and eventually buy So, how do
you track what they are doing? 8 Learn Buy Shop Use Get Tweet
Facebook Review Video Blog Home Page Slide 10 Mike Moran 2010 Mike
Moran 2011 Mike Moran Group LLC 9 What are your conversions? Online
sales Find a store Find a dealer Find a partner Phone call
Affiliate link Download a white paper Fill out a contact form Slide
11 Mike Moran 2010 Mike Moran 2011 Mike Moran Group LLC 10 How do
you use visitor and conversion metrics? Visitors1000 Conversion
Rate1% Conversions10 Base Slide 12 Mike Moran 2010 Mike Moran 2011
Mike Moran Group LLC 11 How do you use visitor and conversion
metrics? Visitors1000 Conversion Rate1%2% Conversions1020 Increase
your conversion rate Base Slide 13 Mike Moran 2010 Mike Moran 2011
Mike Moran Group LLC 12 How do you use visitor and conversion
metrics? Visitors1000 2000 Conversion Rate1%2%1% Conversions1020
Increase your conversion rate Increase your traffic Base Slide 14
Mike Moran 2010 Mike Moran 2011 Mike Moran Group LLC 13 How do you
use visitor and conversion metrics? Visitors1000 2000 Conversion
Rate1%2%1%2% Conversions1020 40 Increase your conversion rate
Increase your traffic Or both Base Slide 15 Mike Moran 2010 Mike
Moran 2011 Mike Moran Group LLC 14 How do you count referrals and
conversions? Google Analytics is free Its easy It works 2010 Mike
Moran Group LLC Slide 16 Mike Moran 2010 Mike Moran 2011 Mike Moran
Group LLC 15 How do you track offline conversions to the Web? The
easiest way is for you to contact the customer If the customer
switches channels, entice the customer to: Print the products
specifications to bring to the dealer Print a coupon to present at
the retailer Call a special phone number Slide 17 Mike Moran 2010
Mike Moran 2011 Mike Moran Group LLC Track the offline results with
CRM systems Web conversions can transfer to CRM system for offline
tracking Measure the offline conversions to determine which content
items drive the most sales 16 Slide 18 Mike Moran 2010 Mike Moran
2011 Mike Moran Group LLC Tracking your social media The secret is
to attract visitors to your Web site Tracking codes make the
connection How the codes are passed depends on the content 17 Slide
19 Mike Moran 2010 Mike Moran 2011 Mike Moran Group LLC For most
venues, its simple Wherever you can use HTML links Blogs Message
boards Social bookmarking append the code in the link 18 A key
benefit of Dynamic Infrastructure is its ability to simplify your
data center, reducing your operations costs.
http://www.ibm.com/Zkv2g Slide 20 Mike Moran 2010 Mike Moran 2011
Mike Moran Group LLC Elsewhere you need URL shorteners Shorteners
serve two purposes: Saving characters for Twitter and other
microblogging formats Measuring how many people click the link Use
the shortener, such as bit.ly, to pass the tracking code as before
Facebook, Twitter, and Google each have shorteners 19 Slide 21 Mike
Moran 2010 Mike Moran 2011 Mike Moran Group LLC YouTube is a
special case Link from videos to your site with a Call to Action
overlay 20 Slide 22 Mike Moran 2010 Mike Moran 2011 Mike Moran
Group LLC The tracking code is passed to the site The tracking code
denotes a unique event: http://www.yourdomain.com/ZvKyg The metrics
system collects the code when the page is viewed (sometimes
translating it to a new code) The metrics system can report visits
to the site and Web conversions based on the code 21 Slide 23 Mike
Moran 2010 Mike Moran 2011 Mike Moran Group LLC So how do you do
mobile tracking? Any Web analytics system can track conversions But
how do you know which visitors are using mobile devices and which
ones are not? 22 Slide 24 Mike Moran 2010 Mike Moran 2011 Mike
Moran Group LLC It depends on what you mean by mobile Web analytics
systems count by operating system: Android, iOS, Blackberry, and
Windows Mobile are mobile Windows, Linux, and Macintosh are not
Simple, right? 23 Slide 25 Mike Moran 2010 Mike Moran 2011 Mike
Moran Group LLC Simple mobile counting is often wrong If you are
using your laptop on a train, you are mobile, right? If you are
using your iPad on your living room couch, youre not mobile, right?
Your analytics system says the exact opposite in each case 24 Slide
26 Mike Moran 2010 Mike Moran 2011 Mike Moran Group LLC Some
companies are working on the problem PercentMobile can tell which
devices are connected by cell network or Wi-Fi, which is a start
Google Labs is working on something similar Once you get accurate
counts of whats mobile and whats not, your analytics system does
the rest 25 Slide 27 Mike Moran 2010 Mike Moran 2011 Mike Moran
Group LLC Check-in services have more direct attribution
Foursquare, Gowalla, and other check-in services can be used in
physical locations Folks who check in at a bar can get a free drink
The person who checks in the most can get free drinks all night If
your sales go up with frequent check-ins, you know it is working 26
Slide 28 Mike Moran 2010 Mike Moran 2011 Mike Moran Group LLC Case
study: Foursquare aids restaurant sales Restaurant owner uses
Foursquare swarm to increase sales 110% More than doubled typical
Sunday crowd Over 150 extra patrons in one day 27 Slide 29 Mike
Moran 2010 Mike Moran 2011 Mike Moran Group LLC Case study: Twitter
sells products Dell made $6M offering closeouts and bargains with
its Dell Outlet Twitter feed in 2010 A Fortune 100 company listens
to conversations on Twitter, answers questions, and has tracked
hundreds of thousands of dollars in revenue 28 Slide 30 Mike Moran
2010 Mike Moran 2011 Mike Moran Group LLC Case study: Twitter and
Facebook sell tickets Online event ticket vendor Ticketfly counted
31,000 shares Every Facebook share or tweet sells 3.25 Ticketfly
tickets 29 Slide 31 Mike Moran 2010 Mike Moran 2011 Mike Moran
Group LLC Case study: Mobile apps sell pizza Pizza Hut restaurants
made $1M in the first three months of their iPhone app Customers
order food from the app and pick it up at the restaurant Now the
have iPad and Android apps, too 30 Slide 32 Mike Moran 2010 Mike
Moran 2011 Mike Moran Group LLC Case study: Sharing buttons lead to
mega-sales A Fortune 100 company added sharing buttons to its
catalog pages The company used a tracking code in its URL The
shared content had five times the conversion rate of their
successful paid search program And an ROI of 100x! 31 Slide 33 Mike
Moran 2010 Mike Moran 2011 Mike Moran Group LLC Case study: Mobile
messaging pumps up revenue BMW Germany had 30% conversion rate for
customized snow tire offers with MMS messages Boston area Dunkin
Donuts coffee shops increased store traffic 21% with SMS campaign
offering mobile coupons 32 Slide 34 Mike Moran 2010 Mike Moran 2011
Mike Moran Group LLC 33 Thank you! The Bible of search marketing --
Chris Sherman, Search Engine Land Second edition includes DVD The
search best seller Named a best business book by Miami Herald for
2007 Great book. -- Robert Scoble, Scoblizer blog Act now and read
it. -- Bryan Eisenberg, Author of #1 best seller Waiting for Your
Cat to Bark? Full-service social media agency Listening Activation
Consulting Converseon Nordics office opened this year
