Analyzing and Enhancing Your Social Engagement

Analyzing and Enhancing Your Social Engagement

AHP 2015

Chad Mendell

So what is the ROI of Social Media?

That’s like askingWhat’s the ROI of your phone?

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Social Media is a Tool

Social Media

Why Social Media?

At any given time, only 3% of the people in your market are ready to make a purchase

or use your services.

At any given time, only 3% of the people in your market are ready to make a purchase

or use your services.

What about the other 97%? How do you stay in front of them?

It is Where Your Customers

Hang out.

By didgital

The Power of

The Social Media Funnel

Engaging with Content

73% of consumers prefer to get information from a company in the form of a collection of helpful articles over an advertisement or offer.

Engaging with Content

73% of consumers prefer to get information from a company in the form of a collection of helpful articles over an advertisement or offer.

61% are more likely to buy.

“HALF THE MONEY I SPENDON ADVERTISING IS WASTED; THE TROUBLE

IS I DON’T KNOW WHICH HALF”John Wanamaker

Your accountant, the IRS and the bank don’t care about likes or Facebook fans.

Your accountant, the IRS and the bank don’t care about likes or Facebook fans.

Businesses succeed or fail based on how much money comes in the door and how much goes out.

CAN WE JUSTIFY THE TIME, ENERGY, AND

MONEY SPENT ON SOCIAL MEDIA?

SIMPLY MEASURING THENUMBER OF FACEBOOK

FANS, TWITTER FOLLOWERS

OR RETWEETS YOU AREGETTING ISN’T IDEAL.

THIS DOESN’T MEAN THAT RETWEETS DON’T

LEAD TO SALES.

● Revenue● Costs (Cost per Lead, Engagement)● Savings● Customer Retention Rates (i.e., does

engagement with the content keep customers longer versus traditional ad campaigns?)

MEASURE WHAT MATTERS

Cost Per Lead

How much does it cost to acquire a lead?

• Advertising • Content creation• Sponsorships• Referrals

Cost Per Engagement

Cost Per Engagement

$0.75/engagement

Cost Per Engagement

Cost Per Engagement

$0.34/engagement

Free Social Analytic Tools

Facebook Insights

Facebook Insights

Facebook Insights

Twitter Analytics

analytics.twitter.com

Buffer

Iconosquare

Iconosquare

Google Analytics

Attribution Modeling: Last-Click vs. Reality

Paid Search Conversion

Attribution Modeling: Last-Click vs. Reality

Paid Search Conversion

Paid Search

ConversionDirect Link

Social Media

REALITY

Attribution

Attribution

Dashboard

Paid Tools

Paid Tools

Paid Tools

5 Tips to Better Engagement

Tip #1 Build A Community Around an Idea or Cause

Tip #2 Join the Conversations

Search.twitter.com

Tip #3 Create Native Content

Dark Posts

Tip #4 Use New Media

Tip #4 Use New Media

But not like this:

Photo by Peter Milne - Wikimedia Commons

Tip #4 Use New Media

Like this:

Photo by Paul Morse - via Wikimedia Commons

Not a Distribution Channel

Tip #5 Care About Your Customers

Photo by Pierre Metivier via Creative Commons

Relationships Matter

When times are GOOD, people do business with those who they

know, like and trust.

When times are BAD, people ONLY do business with those who

they know, like and trust.

Questions?