Tema Frank and Sharon Bell presented a PD session for CPRS Edmonton about marketing and social media.

1. IS YOUR DIGITAL
MARKETING WORKING?
January 2014
Tema Frank and Sharon Bell
tema@frankonlinemarketing.com
bellsharon@shaw.ca

2. Agenda
• Selecting what to measure based on your strategic
framework
• Some options for selecting the right measurement
approach
• Examples for learning that can be reapplied

3. What do we mean by digital?
• Online, web based (includes online advertising)
• Mobile
• Social networks
• Search engines

4. Stepping back
What is your strategic framework?

5. Digital and Online
• The marketing fundamentals still apply:
• Put a strategic framework in place
(consistent with your larger strategy)
AND
• Engagement will break through the clutter
• Test and measure, learn and adapt

6. Digital and Online
• Strategic Framework
• Who is your target audience? Why does that
make sense? And what matters to them?
• What is your competitive advantage? Where do
you add value for your customer ?
• What action do you want your target audience to
take?
• What are your key business goals?

7. But what else can we learn?
- Measurement sophistication has increased
- Social media vs. outcomes (online and offline)
- Correlation vs. causality

8. What are others tracking?
http://sherpablog.marketingsherpa.com/marketing/soc
ial-media-metrics-roi/

9. Example: Twitter
• TOMS Shoes “One Day without Shoes”
• One tool to share experiences: #withoutshoes
• Reach a key metric
• goal to reach 1 million people – tracked and reported each day
• But analytics also allowed the organizers to
• Look at responses by day and then by hour as got closer to April 16 –
lho was tweeting (eg celebrities) and how many retweeted – apply to
next year’s campaign
Source: www.simplymeasured.com

10. Metrics Can Tell You
1. Notice us?
2. Love us?
3. How can we improve?
4. Cost-effective?

11. 1. Notice us?
Engagement Rate
Shares
Comments
Likes

12. 2. Love us?
Share of conversation (what % of posts on relevant
topic mention us?)
• Positive, negative, neutral?
(eg. Maldives tourism)
• Impact on leads/sales?
Net Promoter Score (NPS)
Social Influence Marketing Score (SIM)
• NPS x conversation share x 1,000

13. 3. How Can We Improve?
• Our Response Rate (<1/2 in q3 2012)
•
http://www.socialbakers.com/blog/962-socially-devoted-brands-increase-response-rate-to-48-1-infographic
• Speed of Response
• User Activity Peak Times
• Analysis of Negative Content
• Conversion rates from:
Custom landing pages
Custom promo codes
Anything else?

14. 4. Cost-Effectiveness
Metrics
1. Customer Acquisition Cost (CAC)
Total S&M cost incl staff, bonuses, overhead / new customers in
same time period
2. Marketing % of CAC
Outside sales 10 – 30%; inside 20 – 50%; automated 60 - 90%
3. Customer Lifetime Value (LTV):CAC
LTV=Profit per customer/churn rate
4. Time to payback CAC
CAC / monthly profit per customer
Source: http://blog.hubspot.com/blog/tabid/6307/bid/34054/The-6-Marketing-Metrics-Your-CEOActually-Cares-About-Cheat-Sheet.aspx Michael Volpe hubspot Jan 15, 2013

15. Measurement Challenges
Much is trackable, but…
1. Connecting and tracking through multiple systems
2. Correlation vs. causality
3. How to control for other variables
4. Potential reach vs. actual

16. Which benchmarks to trust?
• Hubspot: 43% of B2B got customers via Facebook (77% in
B2C)
versus
• Optify: 82% of B2B social media leads come from Twitter;
outperforming Facebook and LinkedIn 9-to-1 with Twitter.
Definitional? Optify acknowledges that Facebook drives the most
traffic, but Twitter drives more leads (and LinkedIn has highest
engagement, measured as page views/visit)
http://offers.hubspot.com/marketing-statistics - esp State of
Inbound Marketing report
http://www.optify.net/wp-content/uploads/2013/01/Optify-2012-B2BMarketing-Benchmark-Report.pdf

17. Social Media Benchmarks
• Few exist; lots of variation by industry
• Inconsistency in reported benchmarks
• Changes in measurements
• example: Google’s SSL (“not provided” ~93% in Dec ’13)

18. Choosing The Right Tools
1. What questions are you trying to answer?
2. What information do you need? (e.g. Segmentation? Sources?)
3. What operational or resource decisions need to
be made?
• What budget do you have?
• What staffing level is possible? (can you follow
through?)
http://www.convinceandconvert.com/social-mediamonitoring/social-media-monitoring-tools-how-topick-the-right-one/
http://www.socialmediaexaminer.com/5-social-mediamonitoring-tools-to-simplify-your-marketing/

19. Some Examples: Measurement
and Tracking tools
Exact Target/Salesforce/Radian 6 ($5 - $300/mo)
SproutSocial ($39 - $99)
Shoutlet
Hootsuite (free - ?)
Moz Analytics (min $100/mo)
Wildfire
Spredfast
Socialbakers ($120+)
Peer Index
MarketSim
Klout
Simply Measured ($500+)
Followerwonk
NEW: Mx3 Metrics

20. Some Examples
http://socialmediatoday.com/pamdyer/1458746/50top-tools-social-media-monitoring-analytics-andmanagement-2013

21. Ask the Vendor
1. Difference between your tool and free tools?
2. How do you capture the data?
3. What is the TCO?
4. What is in your free support? What is in paid?
5. Segmentation capabilities?
6. Export formats?
7. Data integration with other tools?
8. Two new features/tools/acquisitions on the horizon?
9. Why did your last two clients you lost cancel? Can we talk to
them?
Source: Web Analytics 2.0 by Avinash Kaushik

22. Staying on top of your game
Digital Marketing – Thursday April 3
You need digital and social media to play an effective role in your marketing and
communication plans. You recognize it is not about the technology but what we
do with it. Review fundamentals and practical advice, with examples and case
studies.
Build YOUR Marketing Plan – Wednesday March 12
What does a great marketing plan look like? The first half of the session will review
the key elements of a marketing plan, and in the second half, participants will
work on their own marketing plan.
Marketing – your Competitive Advantage - Wednesday February 26
Gain insight about marketing fundamentals – and how they work in the real world –
to contribute to market success. Learn about building brands (both with
employees and customers), the importance of customer insight, positioning your
product or service, finding the right marketing and communication mix,
measurement and more.
Register online at https://courses.macewan.ca/mee (MacEwan School of
Business Continuing Education) Registration discount for CPRS members,
please contact 780-497-5207 to request the discount coupon.

23. Staying on top of your game
Metrics Madness: Is Your Client’s Digital Marketing Working? – Thurs. April 17
Learn what measurements make sense, work hands-on with some leading tools,
and learn how to identify and communicate the most relevant results to your
client or boss.
Check the MRIA website for registration details, which should be posted soon.
http://mria-arim.ca/chapters/alberta-chapter/alberta-chapter-events

24. More references
Social Media Metrics: How to Measure and Optimize Your
Marketing Investment (New Rules Social Media Series) by Jim
Sterne (2010)
Influence Marketing: How to Create, Manage and Measure Brand
Influencers in Social Media Marketing by Danny Brown (2013)
Occam’s Razor blog & analytics books Avinash Kaushik
Tema Frank’s Diigo Library https://www.diigo.com/user/temafrank