is your company losing money on twitter? how to measure social roi

Is Your Company Losing Money on Twitter?

VGC Unlimited

Gangplank Avondale

6/7/2013

Paul Vazquez

How to Calculate ROI Using Online Marketing Analytics

Introductions

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1. Name

2. Who I Help

3. What I Help Them With

4. What I Hope to Learn Today

Introduction

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Introduction• Contact:

– paul.vazquez@vgcunlimited.com– Twitter: @pvazquez32

• Slides available afterward on Slideshare

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Agenda• Introduction• Background• The problem• How to calculate marketing ROI

– Measuring resource allocation– Segmenting by channel– Measuring conversion value

• Going further

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Key Takeaway

MEASURE

Social ROI

Why Is This Important?• In the midst of two revolutions

• At their confluence: social analytics

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Social Media Data Analytics

The Problem

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Your Website

The Problem

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Your Website

Profit

The Problem

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Your Website

Profit

• Ecommerce

The Problem

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Your Website

Profit

• Ecommerce• Sign ups

The Problem

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Your Website

Profit

• Ecommerce• Sign ups• Lead generation

The Problem

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Your Website

Paid Advertising

Profit

The Problem

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Your Website

Paid Advertising

Social Media

Profit

The Problem

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Your Website

Paid Advertising

Social Media

Email Marketing Profit

The Problem

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Your Website

Paid Advertising

Social Media

Email Marketing

Etc…

Profit

The Problem

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Your Website

Paid Advertising

Social Media

Email Marketing

Etc…

Profit

Your

Your

The Problem• Maximize profit• Deciding how to allocate resources to:

– Paid advertising– Social media– Email marketing– SEO– Etc.

• Subject to the constraints of finite:– Time– Money

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3 Measurements

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Your Website

Paid Advertising

Social Media

Email Marketing

Etc…

Profit

Your

Your

3 Measurements

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Your Website

Paid Advertising

Social Media

Email Marketing

Etc…

Profit

Your

Your

3 Measurements

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Your Website

Paid Advertising

Social Media

Email Marketing

Etc…

Profit

Your

Your

3 Measurements

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Your Website

Paid Advertising

Social Media

Email Marketing

Etc…

Profit

Your

Your

Resource Allocation

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• Track time– Toggl– Other tools

Resource Allocation

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• Track time– Toggl– Other tools

• Convert time to money

Resource Allocation

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• Track time– Toggl– Other tools

• Convert time to money• Track money spent

– Cost of materials– Cost of employees or consultants

Resource Allocation

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• Track time– Toggl– Other tools

• Convert time to money• Track money spent

– Cost of materials– Cost of employees or consultants

For each channel!

Resource Allocation

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• Track time– Toggl– Other tools

• Convert time to money• Track money spent

– Cost of materials– Cost of employees or consultants

Value of Time + Cost of Marketing = Investment

For each channel!

3 Measurements

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Your Website

Paid Advertising

Social Media

Email Marketing

Etc…

Profit

Your

Your

3 Measurements

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Your Website

Paid Advertising

Social Media

Email Marketing

Etc…

Profit

Your

Your

Analytics Tools

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Analytics Tools

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Channel Segmentation

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• Automatically tags:– Adwords– Search– Referral

Channel Segmentation

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• Automatically tags:– Adwords– Search– Referral

• Difficult to segment:– Social– Email

• Solution:– URL Builder

URL Builder

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https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998

URL Builder

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URL BuilderUnique

URL

Landing URL

Source

Medium

Name

Campaign Tracking

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Traffic Sources >> Sources >> Campaigns

3 Measurements

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Your Website

Paid Advertising

Social Media

Email Marketing

Etc…

Profit

Your

Your

3 Measurements

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Your Website

Paid Advertising

Social Media

Email Marketing

Etc…

Profit

Your

Your

Conversion Tracking

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• Two main types of conversion tracking• Goals

– Destination– Events– Pages per visit– Visit duration

• Ecommerce

Goals info: https://support.google.com/analytics/answer/1012040?hl=en&ref_topic=1007030

Ecommerce info:https://support.google.com/analytics/answer/1037249?hl=en&ref_topic=1037061

Conversion Tracking

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• View traffic source value:– Traffic Sources >> Overview >> [Traffic Source Option]– Click “Ecommerce” or “Goal Set”

3 Measurements

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Your Website

Paid Advertising

Social Media

Email Marketing

Etc…

Profit

Your

Your

Putting It All Together

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• Value from each traffic source = Return• Value of time + cost of marketing = Investment

ROI =Investment

Return

Now What?

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• Allocate resources based on ROI• Reap the rewards!

Going Deeper

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• Further Segmentation:• Social / Email

– Split test campaigns

• Paid advertising– Split by keyword, ad copy, ad title, targeting

• SEO– Identify the most valuable keywords and invest

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Key Takeaway

MEASURE

Social ROI

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Questions?

#gpSocialROI

How did I do?

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#gpSocialROI

#gpSocialROI