measuring the fuzzy roi of social media
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Measure Social S t e v e H a m m e r
P r e s i d e n t , R a n k H a m m e r
@armondhammer
@armondhammer
Is This ROI?
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How many new tattoos?
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Might not be perfect
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FAMILYWhat it’s all about
FOOD AND WINE
Eating as an art form?
HOCKEYGo Stars
RANKHAMMERDallas Based Internet Marketing Agency
@armondhammer
Four Tips for survival
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1: Start with a Goal
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Not a great goal
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Doesn’t Correlate
10,000,000 Fans
2500 cars
2,000,000 Fans
6,000,000 cars
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Twitter 12 Followers
1 Hater
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Relate to core business
Commerce Sales Service
Luxury Brand Desire
Cultural Mentions
Content Repeat Visitation Sharing
Community New Members
Discussion Depth
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Conversion Path – Non Linear
Read a Post
Share Search
Second Post Follow
Read offsite post
Active Shop
Buy
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2: Central Data Source
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Isolated Metrics
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Not a measurement motto
Your site is where magic happens
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@armondhammer
Tag items you control
https://ga-dev-tools.appspot.com/campaign-url-builder/
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Push Data Via Server Side
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Even “in page” actions can be tracked
UA version
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Content Consumption
http://cutroni.com/blog/2014/02/12/advanced-content-tracking-with-universal-analytics/
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3: Segment for Value
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Segments don’t have to be advanced
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Instant comparison
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Good, Bad and Ugly
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Cohort Repeats
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4: Recognize Assists
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Last Click
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Assisted Conversions
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Attribution Modeling
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Dynamic Number Call Tracking
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Bonus: Advanced Methods
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Split Testing - Correlation
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Subaru - Case
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Subaru - Case
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Subaru - Case
ThanksContact us with any Questions
@armondhammer
@rankhammer
www.rankhammer.com
05/03/2023 @armondhammer, President RankHammer