Measuring the Effectiveness of
Internet & Social Media Marketing
Amanda O’Brien
Hall Internet Marketing
Social Media Breakfast Maine
Internet Marketing is the most measurable marketing around
Photo credit: http://www.flickr.com/photos/falcifer/3136673599/
Tie your social media goals into your business goals!
Photo credit: http://www.flickr.com/photos/topastrodfogna/5561693020/
What are you
participating in
social media for?
• Short term sales
• Engage existing customers
• Complement promotional campaigns
• Encourage word of mouth
• Brand awareness
• Increase searchability
• Spread news and information about your business
Photo credit: http://www.flickr.com/photos/lentina_x/3596663014/
“You've got to be very
careful if you don't
know where you're
going, because you
might not get there.”
You don’t have
to do all of this!
Photo credit: http://www.flickr.com/photos/shalawesome/1322491128/
Let’s Measure!
Photo credit: http://www.flickr.com/photos/27718575@N07/4307801877/
Whatever you spend time on,
Make sure you get more from it
Search Engine Optimization
Measuring SEO
Keyword rankings
Google Analytics
Site traffic
New and repeat visitors
Referring traffic
Time on site
Bounce rate
Website conversions
Measuring SEO
Keyword rankings
Log OUT of Google
Tools:
SEM Rush
SEOmoz
SpyFu
Measuring SEO
Site traffic
New and repeat visitors
Referring traffic
Time on site
Bounce rate
Measuring SEO
Website conversions
Measuring SEO
Setting up goals and defining funnels
Name of goal – email signup, contact form filled out, purchase
Define funnel – Home page to Products to About Us to Contact Us
Value - $$
Type of goal - URL Destination, Time on Site, or Pages/Visit
Goal Value When visitors become customers
10% Contact Calls = Lead
Cost per sale = $500
Goal = $50
Email Marketing
Measuring Email Marketing
ESPs tracking
Opens
Clicks
Shares
New signups
Inbound traffic
Redeemed coupons
Blogging
Measuring Blogging
Site traffic
Subscribers
Popular posts
Comments on the blog
Inbound links
Search rankings
Sales
Time spent
Measuring Blogging
Inbound links
Trackback
Traffic sources
Open Site Explorer http://www.opensiteexplorer.org/
Google Alerts
Social Media
Things you can measure
• Traffic data
• Fan/follower data
• Interaction data
• Content performance
Photo credit: http://www.flickr.com/photos/427/2110349532/
Where is the ROI?
( + ) x
ROI is Easy Return on Investment
Ratio of value received to the actual cost over a base period of time
Resources x Rate
Return = ROI
Time spent (track it)
Talent & Technology
Rate
Money in the bank
So what is the problem? High bounce rates| Low conversion rates | Low pages per visit | Fear
Tippy top of the sales funnel – Discovery – Powdered Sugar
Bottom of the barrel of the sales funnel – Retention - Dough
Photo credit: http://www.flickr.com/photos/anotherpintplease/3687440551/
Let’s Measure!
Photo credit: http://www.flickr.com/photos/27718575@N07/4307801877/
Fan/Follower Data
Traffic Data
Interaction data
Content Performance
URL Builder Google URL Builder: http://www.google.com/support/analytics/bin/answer.py?answer=55578
Social Value
Create Custom Reports
Multi-channel funnels
http://www.youtube.com/watch?v=Cz4yHOKE5j8
Social Interaction Analytics
http://code.google.com/apis/analytics/docs/tracking/gaTrackingSocial.html
http://www.socialmediaexaminer.com/how-to-track-tweets-facebook-likes-and-more-with-google-analytics/
Social Interaction Analytics
We still cool?
One Example CruiseSource and
Royal Caribbean
Social Media contest:
Objective
Data points
• Blog post views/shares
• New fans
• Views/interactions
• Mentions
• Search rankings
Summary
Photo credit:http://www.flickr.com/photos/davidspinks/4456919581/
The Results
http://www.socialmediabreakfastmaine.com/a-good-twitter-contest-cruisedeals-com/
Quickest Summary Ever
If you are going to put the effort in you should:
• Have a plan
• Measure if it works with key business metrics (not social media metrics)
• Keep what works, ditch what doesn’t
Thank You
Amanda O’Brien
@amanda_pants
www.hallme.com/blog/
www.socialmediabreakfastmaine.com
Amandapants.com
Recommended
