Measuring What Matters

Transcription

1 Measuring What Matters How to measure and report on the social media metrics that C-level executives care about the most Presented by: Dan Murphy Managing Principal Luce Murphy Fong and Associates Jennifer Fong Managing Principal Luce Murphy Fong and Associates

2 Today s Presenters Jennifer Fong: Jennifer Fong helps party plan and network marketing companies throughout the direct selling industry embrace new technologies and adapt to the rapidly changing sales environment that we face today. A former direct sales company CEO, Jennifer has worked with direct sales companies throughout the industry to master the sales and marketing challenges presented by today s technology. She helps companies create effective social media policy and strategy, develops virtual sales presentations, writes and delivers salesforce training that helps distributors embrace today s technologies while staying in compliance, and works alongside the Luce, Murphy, Fong team to help companies make the operational decisions that lead to growth. Jennifer blogs regularly about how to use social media for direct selling at Dan Murphy: With over 30 years experience working with a tremendous variety of products and sales channels, Dan Murphy offers a unique range of senior management talents. His specialties include finance, strategic planning, operations, interim management, turn-arounds and capital formation. A successful CEO, CFO & COO, Dan has worked with direct sales companies that include Princess House (jewelry), Immunotec (health products) and Uppercase Living (home décor). He has also worked with numerous non-direct sales companies such as PepsiCo, The TJX Companies (Marshalls & T.J. Maxx stores), & Panera Bread. Currently a consultant to the direct sales industry, Dan is also Treasurer of the Direct Selling Educational Foundation and previously served as the Treasurer for the Direct Selling Association.

3 Meetings in the Cloud Not on the web Host meetings from any device, anytime you have an internet connection Use your web camera to connect in person and provide a personal touch. Brand your account with your own personal or company logo. Share your screen with a single click, no downloads required! See exactly what s happening in your account with analytics for downloads, views, and comments. Seamlessly sync with your Dropbox account for easy file sharing and access Record web meetings with a single click for reference, training, and more. 256-bit encryption ensures your data stays safe and secure.

4 Traditional Direct Selling Metrics New Recruits Activity of each new recruit Average purchase occasion of each customer Number of attending guests Average party size, or order size Fast start success Time to advance to leadership Retention of new recruits Retention of new leaders Average number of paid as leaders each month

5 Preceding all of these metrics are leads Someone you meet at a store is a lead Your child s friends parent is a lead Your Facebook friends are potential leads Folks from Pinterest, Twitter, Tumbler and any other form of social media are leads Leads lead to all of the previous metrics when that person is engaged and then closed

6 What Doesn t Get Measured Lead generation How many leads come in and from where, to the individual distributor or to the Company Ads, Facebook news feeds, traditional PR campaigns Lead conversion We usually know who got the lead But what did they do with it Did they become a customer, hostess, or consultant Measurement of the total life value of a lead

7 Measuring the success of any lead generation program is crucial Who got the lead How fast did they act on the lead Reporting back on the outcome of the interaction related to the lead Classification of the outcome Opportunity Purchase Host Ongoing follow-up with the value of the lead and from what source is what leads to the ROI of the lead generation program

8 What s Most Important? RECRUITING

9 Where Do We Get the Data? Point of Sale/ Recruit Corporate or Replicated Website/Google Analytics

10 Point of Sale/Recruit Survey

11 Tracking Website Activity

12 Get Your Tracking Code

13 Tracking Replicated Sites This example illustrates the Prowess system from Thatcher. They make it easy to embed your tracking code on replicated websites, so you can track it in Google Analytics.

14 Set Up E-Commerce

15 Identifying Online Goals Macro Goal: A primary business goal for your website, such as a sale or a recruit. Micro Goal: A secondary goal for your website that may lead to a primary goal, such as a video view or newsletter sign-up.

16 Setting Up a Goal

17 Tracking a Campaign Start with Goals Campaign: Macro Goal: Micro Goal: Campaign: Macro Goal: Micro Goal: Campaign: Macro Goal: Micro Goal: Winter Sale Sales Newsletter Subscription Founder Road Trip Recruiting Enrollment Watch Opportunity Video Contest Party Hosting Request Review Hostess Rewards

18 Create Custom Landing Pages & Thank You Pages It s important to have a separate thank you page on your website for each form, so you can track goal completion.

19 Create Tracking URLs Google URL Builder (Google it!) 1. Website URL: Your Campaign Landing Page 3. Campaign Medium: Tool you re using within the source (post, CPC, etc.) 2. Campaign Source: Where your campaign happens (i.e. FB, newsletter, etc.) 4. Campaign Name: Helps you identify campaign stats in Analytics

20 Tracking URL &utm_campaign=newsletter%20sign%20up NOTE: You can build a URL without the URL builder. Just use this same format. Link above, shortened and in use:

21 Tracking Your Campaign %20sign%20up

22 Viewing by Campaign and Medium tter%20sign%20up

23 How Well Did You Convert? 19 people came 12 left without signing up 7 signed up (36.84% conversion rate)

24 Assisted and Direct Conversions In this example, our Facebook Ad campaign assisted with 75 ultimate conversions, however 990 visitors completed a goal directly from the landing page in the last 30 days. For this campaign we have a custom landing page set up without links to other parts of the website, which accounts for these numbers. I can add a secondary dimension of Campaign which lets me see which campaign the ads were a part of.

25 Reporting on KPIs How much traffic social media campaigns generate to the website How much of that traffic does something (your goals) How long it takes for your goals to happen as a result of your campaigns (assisted conversions) How many leads are generated as a result of social media efforts How many enrollments occur as a result of social media efforts How much revenue was generated via ecommerce, as a result of your campaigns

26 Get Today s Slides

27 Have Questions or Need Help? Whether you re brand new to direct selling or want to take your existing company to the next level, we have the expertise to help you succeed.