•Storytelling & personality
•Credibility & expertise
•Values & culture
•Loyalty & retention
Brace Yourself.
It’s Not All About ROI
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| 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
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Start
easy stuff
with the
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Fans & Followers
Blog Post Views
Likes
Comments
Email Subscribers
Vanity Metrics
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| 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
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Move on
good stuff
to the
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| ROI |
(Return - Investment) / Investment
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Return Metrics
Number of transactions
Number of customers
Number of new customers
Revenue
Profit
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
$100
$10
$1
$1000
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1. Determine your
investment
2.Determine (& track)
relevant
conversions
3.Back it up to your
return
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Determine your
investment
| 1 |
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Time + Tools + Advertising
| Example |
$26 Hourly Cost
8.5 Total Hoursx =
12 Months
$500 Tools Annual /
$221 Monthly Cost
= $41.67 Monthly Cost
$547.67
Monthly Investment
$285.00 Ad Spend
+
+
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
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Business
Objectives
•Increase total casual bowlers
on weeknights
•Increase party reservations
•Increase total league bowlers
Pin Chasers Bowling Centers
| Case Study |
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Conversions
to Track
• Visit “weeknight” landing
pages
• Completion of “Reserve a
Lane” form on a weeknight
• Games played on a weeknight
Pin Chasers Bowling Centers
| Case Study |
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Conversions
to Track
Pin Chasers Bowling Centers
| Case Study |
• Landing page visits
• Form completions
• Customers
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Tools we use • Google Analytics
• HubSpot
• Bit.ly
• WordPress Gravity Forms
Pin Chasers Bowling Centers
| Case Study |
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Pin Chasers Bowling Centers
| Case Study |
Tracking metrics (HubSpot)
Landing page visits & Form completions
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Pin Chasers Bowling Centers
| Case Study |
Customers • Has to come directly from the
client (closed-loop reporting)
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Back up into the
value
| 3 |
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No content
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$20
200
Customers
$4000
Total Sales
Average
Customer
Value
per customer visit
| Case Study |
Pin Chasers Bowling Centers
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Return Metrics
Number of transactions
Number of customers
Number of new customers
Revenue
Profit
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Conversions
to Track
Pin Chasers Bowling Centers
| Case Study |
• Landing page visits
• Form completions
• Customers
• 4522 visits
• 670 form completions
• 627 customers
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No content
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Pin Chasers Bowling Centers
| Case Study |
• 4522 visits
• 670 form completions
• 627 customers
$20
per customer visit • 627 x $20 = $12,540
93.5% conversion rate
• $12,540 / 670 = $18.72
• $12,540 / 4522 = $2.77
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Pin Chasers Bowling Centers
| Case Study |
• Visits: $2.77
• Form Completions: $18.72
$20
per customer visit
Value for Our Metrics!
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| But wait! |
These numbers aren’t just social media!
• All landing page visits
• All form submissions
• All customers
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Pin Chasers Bowling Centers
| Case Study |
Track it to
Social Media
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Pin Chasers Bowling Centers
| Case Study |
Return from
Social Media 762 Visits
$2.77 per visit
x
$2,110.74
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| ROI |
(Return - Investment) / Investment
($2110.74 - $547.67) / $547.67
285.4%
Return on Investment
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| If you want to neatly measure
social media ROI, give your
customers and fans a clear
assignment with tracked clicks
and post-click landing pages
and forms. |
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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).
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Remember!
Keep the framework simple (at first).
Using averages and making assumptions is okay!
Google Analytics is awesome.
Don’t underestimate Lifetime Value.
Start tracking changes to tracking methods or major
marketing activities in Analytics now.
Don’t panic.