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.

1. Game, Set, ROI:
Developing a
Winning Search
and Social Strategy

2. Who We Are
Michelle Stinton Ross
Social Marketing Manager
Offers.com
@SocialMichelleR
Thom Craver
VP, Development & IT
Internet Marketing Ninjas
@ThomCraver

3. 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?!”

4. Where to Begin?

5. What Most Social
Looks like...
Action Reaction
Non-Financial
Impact

6. How Social Is Measured
Investmen
t
Action Reaction
Non-
Financial
Impact
Financial
Impact
Return on
Investment Factors

7. What do you measure?

8. 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

9. ENGAGEMENT
• What is it REALLY?
• On site
• Page visit?
• Customer log in?
• Blog comment?
• On social
• Like?
• Retweet?
• +1?
• Pin?
• Comment?
© Kozak2008

10. ENGAGEMENT
Are you in business to
get warm fuzzy hugs
or make money?
Let’s get REAL, people!

11. ENGAGEMENT
Vanity metrics are the
numbers that make you feel
good.
Business metrics are the
numbers that indicate you’re
making money.

12. Pass the SO WHAT Test

13. VANITY METRICS

14. What the hell is this?

15. Like… a Bounce Rate?

16. Measure… Bounce?

17. BUSINESS METRICS

18. Measuring Social ROI – Cha-
Ching!
Revenue Generation
• Online sales
• Paid subscriptions
• Ad Impressions/Clicks
Cost Savings:
• PDF Downloads
• Data, Demographics

19. 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. 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

21. Segmenting Visitors
By Channel
• Facebook
• Google+
• Twitter
• Pinterest
• YouTube
Behavior / User Preference
• App usage
• In-app decisions
• Landing page
• Multiple campaigns
• Starts, Completions

22. 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

23. Are you measuring
EVERYthing?

24. Conversion Path
1ST VISIT
VISIT 2
(ASSIST)
VISIT 3
(ASSIST)
VISIT 4
(LAST
TOUCH)
CONVERSION!
Time Lag
How many days
have passed from
first visit to last.

25. 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%

26. Fluff, Stuff, &
Getting the Job Done

27. Fluff, Stuff, &
Getting the Job Done

28. 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!

29. Thank you! Q & A
Michelle Stinton Ross
Social Marketing Manager
Offers.com
@SocialMichelleR
Thom Craver
VP, Development & IT
Internet Marketing Ninjas
@ThomCraver