8/3/2019 Bnc Mtrottier Metrics

1/21

Beyond Fans and FollowersMeasuring Your Online Marketing Campaigns

BNC Tech Forum March 24, 2011Twitter @boxcarmarketing

8/3/2019 Bnc Mtrottier Metrics

2/21

Not everything that counts can be measured.

Albert EinsteinNot everything that can be measured counts.

Monique Trottier

@BoxcarMarketing

8/3/2019 Bnc Mtrottier Metrics

3/21

There are 2 things we like to measure:

Things that lead to sales

Sales

Monique Trottier

@BoxcarMarketing

8/3/2019 Bnc Mtrottier Metrics

4/21

Sales

Monique Trottier

@BoxcarMarketing

8/3/2019 Bnc Mtrottier Metrics

5/21

Setting Up Goals

Admin Access

URL Destination

Monique Trottier

@BoxcarMarketing

8/3/2019 Bnc Mtrottier Metrics

6/21

Things that lead to sales

SalesMonique Trottier

@BoxcarMarketing

Website Visitors

Twitter Followers

Facebook FansRTs

Press Mentions

Email Opens

Customer Feedback

8/3/2019 Bnc Mtrottier Metrics

7/21

Things that lead to sales

Sales

Acquisition Website Visitors, time on site

Activation

Number of pageviews, repeat visits,

subscription (email, blog), accountsign-up (profile data), Fan/Follower

Retention Email Opens, Click-throughs,Repeat visits

ReferralPress Mention, RT,

Refers 1+visitors to the site;Refers 1+ visitors who activate

Monique Trottier

@BoxcarMarketing

8/3/2019 Bnc Mtrottier Metrics

8/21

If you dont know where youre going, any road willget you there.

Misquote from Alice in Wonderland

Monique Trottier

@BoxcarMarketing

8/3/2019 Bnc Mtrottier Metrics

9/21

A simple Contest

Reach a new audience or reinforce our connection to an existing audience

Goal Lifecycle Action Reaction Metrics

Reach a newaudience

AcquireActivate

Retain

ListenIntroduce

ResponseVisit to the site

SubscribeReturn

@ / RT / CommentVisitors

Subscriptions(email/RSS)Fan/Follower

Account sign-upReturn Visits

Reinforce ourconnection to

existing audience

RetainReferralRevenue

TalkPitchThank

ResponseVisit the site

ActRefer

@ / RT / CommentRepeat visitsEmail opens

CTR / Goal FunnelMentionsReferrals

Referrals who convert

8/3/2019 Bnc Mtrottier Metrics

10/21

Google Analytics: Annotations

Monique Trottier

@BoxcarMarketing

8/3/2019 Bnc Mtrottier Metrics

11/21

Google Analytics: Title- or Author-Specific Searches

8/3/2019 Bnc Mtrottier Metrics

12/21

Google Analytics: Audience Segments

8/3/2019 Bnc Mtrottier Metrics

13/21

A simple campaign to build Reputation

Use a blog to establish authority / expertise for an author. Focus on writing good content first and self-promotion second

Goal Metrics

Nth position in relation to competitors by acertain date

Pagerank +# inbound links from influential blogs

# bookmarks (Delicious)Google Position in Search Results

X% increase of traffic per month

Volume of organic traffic per month# inbound links from influential sites

# email subscribers or fan/followers who canbe directed to the site

X$ per month attributable toreferrals from blog

Segment and Funnel:Traffic that converts to sales

8/3/2019 Bnc Mtrottier Metrics

14/21

A really simple campaign to increase Engagement

Be nice to customers who mention your company / authors / titles on Twitter

Goal Metrics

Increase # positive conversations

# positive comments sent to customers perweek w/in given timeframe

# of conversations that started from thosecomments

# additional activation points

8/3/2019 Bnc Mtrottier Metrics

15/21

A problematic campaign to increase Offline Sales

Implement a promotion on social media with a specific store.

Give participants a printable campaign voucher so you can track offline sales

Goal Metrics

Download voucherGoal Funnel: Impressions,

Form Completion; Downloads

$ monthly sales monthly sales

% increase in store traffic overpre-promo period

monthly store traffic

Attact an audience in a particular area traffic from particular area

8/3/2019 Bnc Mtrottier Metrics

16/21

A simple campaign to increase Online Sales

Use Twitter or Facebook to inform prospects about special promotions.

Exclusive, limited-customer/limited time offers.

Goal Metrics

Increase monthly sales monthly sales attributable directly to SMM

Increase % value from new customersSegment & Funnel: new customers

attributable directly to campaign

Increase conversions fromTwitter traffic

Segment & Funnel: monthly revenuegenerated from customers from Twitter

Retain X% of new customersRepeat customers from that group

Unsubscribe rates

8/3/2019 Bnc Mtrottier Metrics

17/21

Social Media Measurements

Monique Trottier

@BoxcarMarketing

Platform Ratio of Posts to X Peak ConversionContent

Resonance

Email OpensDay

Time of Day

OpensCTR

Unsubscribes

Twitter RTsDay

Time of Day

RTs@

Recos

Facebook InteractionsDay

Time of Day

LikeShare

Comment

8/3/2019 Bnc Mtrottier Metrics

18/21

Data is black and white

Your creativity is what makes it colourful

Monique Trottier

@BoxcarMarketing

8/3/2019 Bnc Mtrottier Metrics

19/21

Making Your Data Work for You

1. Establish a baseline (before/after)

2. Use Google Analytics annotations to create an activity timeline

3. Overlay sales data

Frequency: Transactions/monthReach: Net new customers Yield: $ per transaction

4. Overlay the Micro Actions that lead to sales (Conversion Precursors) Mentions (Twitter, Blogs, FB)

Email OpensTraffic: visitors, title- and author-specific searchesClick throughs: quality of referral traffic, CTR

5. Identify patterns Activities effect what areas? What needs to be optimized? Monique Trottier

@BoxcarMarketing

8/3/2019 Bnc Mtrottier Metrics

20/21

Resources

Tools for Data Visualization

TableauSoftware.com

Tools for Competitive Research TweetStats.com

Klout.com

Evaluator.virtue.com

Google Reader

Audience Research

TweepSearch.com

Facebook Ads

Monitoring Tools

Google alerts

Twitter saved searches

Yahoo Pipes Netvibes

Radian 6

Monique Trottier

@BoxcarMarketing

8/3/2019 Bnc Mtrottier Metrics

21/21

Ask me about this stuff.

Download this presentation

Monique Trottier@boxcarmarketing

monique@boxcarmarketing.com