ADVANCED SOCIAL ANALYTICS STRATEGIES. PRESENTED BY: Isaac Pastrana & Michael Loban
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1 ADVANCED SOCIAL ANALYTICS STRATEGIES PRESENTED BY: Isaac Pastrana & Michael Loban +
2 PRESENTERS Michael Loban CMO Isaac Pastrana Director of Social Media
3 DIVERSIFY, DIVERSIFY, DIVERSIFY!
4 PORTFOLIO MEASUREMENT Objectives & Expectations Brand awareness Site traffic Market share Direct response sales Lead generation LTV across existing client base Follower growth
5 PORTFOLIO MEASUREMENT Objectives & Expectations MARKETING TACTIC FUNNEL STAGE EXPLORE/ LEARN CONSIDER/ EVALUATE ACT/ DECIDE METRICS
6 PORTFOLIO MEASUREMENT Objectives & Expectations MARKETING TACTIC FUNNEL STAGE Display & PPC SEO YouTube Social - Instagram, Facebook, LinkedIn EXPLORE/ LEARN PPC SEO Social - Twitter, Facebook, Pinterest CONSIDER/ EVALUATE Affiliate Social - Facebook, LinkedIn, Instagram PPC ACT/ DECIDE METRICS
7 PORTFOLIO MEASUREMENT Objectives & Expectations MARKETING TACTIC Display & PPC SEO YouTube Social - Instagram, Facebook, LinkedIn PPC SEO Social - Twitter, Facebook, Pinterest Affiliate Social - Facebook, LinkedIn, Instagram PPC FUNNEL STAGE EXPLORE/ LEARN CONSIDER/ EVALUATE ACT/ DECIDE METRICS Reach Organic traffic Views New Visits, Followers # or % of interactions CTR Direct traffic Brand Queries Product views Completed site events Conversion rate Funnel path-through rate ROAS Profitability
8 SCIENCE OF MICRO-CONVERSIONS What Are The Steps & Actions That Lead To Sales?
9 LOOK BEYOND LAST CLICK Marketing Channels Working Together What role did prior website referrals, visits, and social play in the conversion? How much time passed between the user's initial interest and his or her purchase?
10 PROPERLY COMPARE CHANNELS Focus On Path To Conversion vs. A Number Of Conversions? 1. How many conversions have been driven through paths which benefited from a social channel? 2. What other channels are needed for social to perform well? 3. How does social influence the path length and time lag?
11 SETTING UP CAMPAIGNS FOR SUCCESS
12 SOCIAL MEDIA CAMPAIGNS Identify Appropriate Platform For Your Goals Reach Facebook Canvas Ads Instagram Video Promoted Pins LinkedIn Sponsored Updates Engagement Facebook Promoted Posts Instagram Direct Response Ads Twitter Cards - Direct Response ROI Facebook Custom Audiences Instagram Retargeting Twitter Tailored Audiences Facebook Video Audience Retargeting
13 SOCIAL MEDIA CAMPAIGNS Build Your Campaigns - Top Funnel Facebook Canvas Instagram Video
14 SOCIAL MEDIA CAMPAIGNS Build Your Campaigns - Top Funnel Facebook Traditional Ad Promoted Pins
15 SOCIAL MEDIA CAMPAIGNS Build Your Campaigns - Top Funnel LinkedIn Advertising
16 SOCIAL MEDIA CAMPAIGNS Build Your Campaigns - Middle Facebook Carousel Ad Facebook Direct Response
17 SOCIAL MEDIA CAMPAIGNS Build Your Campaigns - Middle Twitter Cards
18 SOCIAL MEDIA CAMPAIGNS Build Your Campaigns - Bottom Facebook Website Retargeting Facebook Custom Audiences
19 SOCIAL MEDIA CAMPAIGNS Choose The Best KPIs Top Funnel KPIs Impressions Reach Website Clicks Video Views Consideration KPIs Engagement - Shares, Etc Page Likes or Followers Acquisition Product Visits White Paper Downloads Conversion Metrics ROAS AOV Subscriptions
20 SOCIAL MEDIA CAMPAIGNS Track Macro & Micro Conversions Top Funnel Tracking Google Analytics Facebook Ads Manager Twitter Analytics Consideration Tracking Facebook Page Insights LinkedIn Campaign Manager Google Analytics Conversion Tracking Google Analytics Facebook + Instagram Pixel Service Provider Phone Call Tracking Internal CRM
21 ADVANCED TIPS
22 LEVERAGE SOCIAL DATA Use Custom Audience Insights For Better Prospecting Age & Gender Insights Build Better Prospecting Ads
23 LEVERAGE SOCIAL DATA Compare Against Performance Age & Gender Insights Sales Insights By Age
24 LOOK BEYOND LAST CLICK & Social Working Together Run Lead-Gen Ads For Direct Acquisition
25 LOOK BEYOND LAST CLICK & Social Working Together 1. Social Media To Drive Newsletter Subscriptions On Your Website 2. To Drive Sales
26 IMPACT ON ORGANIC & DIRECT TRAFFIC Social Media Marketing Can Increase Your Traffic Social media marketing, when used correctly, can increase organic and direct traffic.
27 LOOK BEYOND LAST ACTION Social View Through Actions Social media refers Direct and Organic traffic back to your website.
28 YOUR SOCIAL LAUNCH CHECKLIST
29 SOCIAL MEDIA CHECK-UP! Plan, Organize, Execute 1. Identify The Best Social Platform For Your Goals
30 SOCIAL MEDIA CHECK-UP! Plan, Organize, Execute 2. Set up Conversion Pixels & Track Micro-Conversions
31 SOCIAL MEDIA CHECK-UP! Plan, Organize, Execute 3. Review Full Funnel Attribution
32 CAMPAIGN TAGGING Accurately Name & Identify Your Campaigns
33 GETTING GOOGLE ANALYTICS READY!
34 GA CHECK-UP! 7 Point Checklist 1. Ensure GA is on every page. Use TagInspector.com. 2. Set-up Goals.
35 GA CHECK-UP! 7 Point Checklist 3. Track your site-search. Learn what people are looking for on your site. 4. Measure user interactions, and not just pageviews.
36 GA CHECK-UP! 7 Point Checklist 5. Segment
37 GA CHECK-UP! 7 Point Checklist 6. Look beyond clicks, and bring cost data into GA. Measure effectiveness by traffic volume.
38 GA CHECK-UP! 7 Point Checklist 6. Look beyond clicks, and bring cost data into GA. Measure effectiveness by traffic volume. Measure effectiveness by channel cost.
39 GA CHECK-UP! 7 Point Checklist 6. Look beyond clicks, and bring cost data into GA. Measure effectiveness by traffic volume. Measure effectiveness by channel cost. Measure effectiveness by channel ROAS.
40 GA CHECK-UP! 7 Point Checklist 7. Get a dashboard that matters.
41 THANK YOU! Michael Loban CMO Isaac Pastrana Director of Social Media
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