6. | Truth |
We still have to prove the value of social media.
• 88% of marketing professionals can’t
accurately measure the effectiveness of social
• 52% percent said that dealing with social
media ROI was their biggest frustration
10. | Truth |
Your likes are worthless (almost).
• Brands organically reach only 6% of fans,
down 12% from this past October.
• 11.2% of those users are fake anyway
16. | If your goal is |
brand awareness
• Growth in website visitors
• Growth in social media followers
• Brand mentions
• Increase in pages viewed per visit
17. | If your goal is |
increased engagement or customer loyalty
• Return visitors
• Interactions per visit
• Comments, retweets, and likes on your posts
• Blog or email subscribers
18. | If your goal is |
lead generation
• Form submissions on website
• Phone calls from tracked number
• Total number of new leads generated
19. Very Basic Valuation
| Example |
1000 visits to landing page
100 email subscriptions
10 purchases
$1000 total sales
20. Very Basic Valuation
| Example |
1000 visits to landing page
100 email subscriptions
10 purchases
$1000 total sales
Average Transaction Amount
Lead (MOFU) or Conversion
Lead (TOFU) or Conversion
Revenue
21. Very Basic Valuation
| Example |
Average Transaction Amount
Lead (MOFU) or Conversion
Lead (TOFU) or Conversion
Revenue
$100
$10
$1
$1000
29. Conversion Goals
Follow on Instagram
View video
Visited landing page
Time spent on page
Subscribe to blog
Download PDF
Sign up for newsletter
Filled out contact form
Online purchase
31. Conversions
to Track
• Visit “weeknight” landing
pages
• Completion of “Reserve a
Lane” form on a weeknight
• Players on a weeknight
Pin Chasers Bowling Centers
| Case Study |
52. Make it easier!
Use bit.ly and UTM links to create links used
specific links for each channel
Run promotions that are specific to each
channel only (discounts, contests, etc)
(Self Contained Social Media ROI)
Use trackable activities on all links you post
on social media (calls-to-action or forms).
53. Remember!
Keep the framework simple (at first).
Using averages and making assumptions is okay!
Google Analytics is awesome.
Don’t underestimate LTV (and use it as conversion).
Start tracking changes to tracking methods or major
marketing activities in Analytics now.
Don’t panic.
54. | A word of caution |
Don’t stop experimenting.