Embed Size (px)
DESCRIPTION
Search and social metrics (and strategies to accomplish them) depend heavily on the tools used. This session will explore basic metrics, segmentation of these metrics, correlation to business objectives, and how these elements relate to attribution. In this session, you will learn: How search and social interpret various SEO, social, and site metrics like traffic, referral data, and conversions. How to uncover both onsite and distribution-channel strategies from the data. How to get the most out of various paid and free tools.
Citation preview
Game, Set, ROI: Developing a
Winning Search and Social Strategy
Who We Are
Michelle Stinton Ross
Social Marketing ManagerOffers.com
@SocialMichelleR
Thom Craver
VP, Development & ITInternet Marketing Ninjas
@ThomCraver
What’s Going on Here?
“What networks are we on?”
“Are we doing it right?”
“How do we know if this is working?”
“Did we meet our goals?”
“What ARE our goals?!”
Where to Begin?
What Most Social Looks like...
Action ReactionNon-
Financial Impact
How Social Is Measured
Investment Action Reaction
Non-Financial Impact
Financial Impact
Return on Investment
Factors
What do you measure?
Visitor Engagement Formula?
ENGAGEMENT =
page views/visit
+ 2x (page views/repeats)
+ RSS Subscriptions
+ 2x Video views
+ Likes
+ Tweets
+ (Google +1’s / 2)Image credit:
neverhurtno1.deviantart.com
ENGAGEMENT
• What is it REALLY?• On site• Page visit?
• Customer log in?
• Blog comment?
• On social• Like?
• Retweet?
• +1?
• Pin?
• Comment?© Kozak2008
ENGAGEMENT
Are you in business to get warm fuzzy hugs or make money?
Let’s get REAL, people!
ENGAGEMENT
Vanity metrics are the numbers that make you feel good.
Business metrics are the numbers that indicate you’re making money.
Pass the SO WHAT Test
VANITY METRICS
What the hell is this?
Like… a Bounce Rate?
Measure… Bounce?
BUSINESS METRICS
Measuring Social ROI – Cha-Ching!
Revenue Generation
• Online sales• Paid subscriptions• Ad Impressions/Clicks
Cost Savings:
• PDF Downloads• Data, Demographics
Where SEO & Social Meet
Search visitors and Social visitors • Have completely different mindsets• Use widely different devices• Have different demands on their time &
attention
20 Built-In Segments
• Direct Traffic• Non-Paid Search Traffic• Paid Search Traffic• Referral Traffic• Search Traffic
• Bounced Visits• Non-bounce Visits
• Single Visit Users• Multi-visit Users• New Users• Returning Users
• Converters• Visits with Conversion• Visits with Transactions• Performed Site Search• Made a Purchase
• Mobile & Tablet Traffic• Mobile Traffic• Tablet and Desktop
Traffic• Tablet Traffic
Segmenting Visitors
By Channel
• Google+
• YouTube
Behavior / User Preference
• App usage
• In-app decisions
• Landing page
• Multiple campaigns
• Starts, Completions
Hi, Thom!
The minute you signed up, you became visible on our "New trials" widget.
But currently we're a bit worried to see you on the "Trial users that have only logged in once" dashboard.
Understand Visitor Behavior
Are you measuring EVERYthing?
Conversion Path
1ST VISIT
VISIT 2(ASSIST)
VISIT 3(ASSIST)
VISIT 4(LAST
TOUCH)
CONVERSION!
Time LagHow many days have passed from first visit to last.
Multi-Channel: Attribution Models
Last-Touch Attribution 0% 0% 100%
First-Touch Attribution 100%0% 0%
Linear Attribution 33.3% 33.3% 33.3%
Combination Models 40% 20% 40%
Fluff, Stuff, &Getting the Job Done
Fluff, Stuff, & Getting the Job Done
Final Thoughts…
• Create a strategy based on business objective metrics
• Best tools: Analytics and Your Brain!
• Just because you CAN measure it, Doesn’t mean you SHOULD!
Thank you! Q & A
Michelle Stinton Ross
Social Marketing ManagerOffers.com
@SocialMichelleR
Thom Craver
VP, Development & ITInternet Marketing Ninjas
@ThomCraver
