Measure what matters a better approach to social attribution
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Transcript of Measure what matters a better approach to social attribution
Webinar 1 – July 16 @ 10 am PT
Webinar 2 – August 6 @ 10 am PT
Hangout on Air – August 21 @ 10 am PT
Social attribution series
Today’s speakers
Jessica GilmartinWildfire by Google
Adam SingerGoogle Analytics
Adam KuzniaMaryland Live! Casino
STIMULUSPURCHASE
CHECK BLOGSSEARCH
READ REVIEWS
SHARE VIDEOS
NETWORK
81% of people report that
posts by peers influence their purchase decisions
57% of people talk more online than they do in “real life”
1 in 4 search results
for the World’s Top 20 largest brands are links to user-generated content
Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google
0.59
0.47
0.48Search after reading about it on social media
Pay attention to recommendations from my connections
Read user/buyer reviews on store websites or review sites
0.51
0.58Read posts about brands, products or services
Visit the official page on a social media site
Research / Consideration
Awareness
0.31
0.31
0.32Rate brands, on store websites or on other sites
Recommend after searching on a search engine
Post comments on social media after purchase
Advocacy
Base: All U.S. social media users, n =1,632.Q32:How often do you interact in each of the following ways with brands, products or services through social media?
Consumers seek recommendations from social connections at all stages of the purchase funnel
Social media is valued but not well measured;rarely seen as a performance channel
Social marketing is producing a measurable ROI. Let’s continue to invest in this tactic.
20%
15%
3%
Social marketing is unlikely to produce ROI. Why invest more?
Social marketing is basically free. Let’s keep it that way.
62%Social marketingis a promising tactic that will eventually produce ROI.Lets invest but doit conservatively.
Source: Marketing Sherpa (May 2011) Social Media Report
Challenges to social measurement
1. Media landscape is fragmented
2. Social data isn’t tied to outcomes
3. Referrer data is inaccurate
Develop a comprehensive measurement plan
1. Determine business objectives
2. Define your strategy & tactics
Develop a comprehensive measurement plan
1. Determine business objectives
2. Define your strategy & tactics
3. Identify key stakeholders
Develop a comprehensive measurement plan
1. Determine business objectives
2. Define your strategy & tactics
3. Identify key stakeholders
4. Categorize channels & segments
Develop a comprehensive measurement plan
1. Determine business objectives
2. Define your strategy & tactics
3. Identify key stakeholders
4. Categorize channels & segments
5. Set holistic KPIs
Social Reports in Google AnalyticsTie real dollar amounts to your social marketing
$113,037.5020,358 Conversions
$48,762.2511,003 Assisted Social Conversions
$8,687.002,375 Last InteractionSocial Conversions
Six reports provide a comprehensive view of value
Immediately identify the impact of social on your business goals
Overview
Learn which networks are important to your business
Sources
See which social sources are most effective in driving conversions
Conversions
Observe how site visitors interact with social plugins
Plugins
See which initial paths that visitors from social networks take
Visitor Flow
Learn which content is shared the most, and how
Pages
Conversion ReportLink social impact to metrics you care about
See conversion rate by social network and the monetary value each network generates
Measure direct and socially assisted conversions to gain a more accurate value
Define the goals and metrics important to your business – choose from engagement or ecommerce
Social SourcesExpansive view with 400+ social sources
View engagement and conversion metrics for each social network
View how people interact with your content
See a more complete picture of the social channel – and then value the whole segment
Social PluginsIdentify the content good enough to share
Find the most engaging content and which social buttons - for example Google +1, - are being clicked to share it.
Custom link tracking to understand which social pages and posts drivewebsite conversions
Wildfire – Google Analytics integration
• Always get an email address
• Experiment with content
• Have a plan for your data
Tips from Maryland Live! Casino
Key Takeaways
• Develop a
measurement plan
• Use the right
measurement tools
• Make the most of
your data
Join us August 6
Susan EtlingerAltimeter Group
Register at www.wildfireapp.com
Social Data Intelligence: Aligning Social & Enterprise Data for Strategic Advantage
Tuesday, August 610 am PT / 1 pm ET
Thank you
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www.wildfireapp.com
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Google Analytics
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