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© 2011 Mike Moran Group LLC Mike Moran www.mikemoran.com Measuring ROI In Social and Mobile Marketing Mike Moran September, 2011
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC Social media is exploding 126 million blogs (900,000 new posts each day) Source: BlogPulse, January 2010 90 million tweets per day (two billion per month) Source: Twitter, September 2010 Half a million Facebook apps Source: Royal Pingdom, January 2010 YouTube serves one billion videos per day Source: Royal Pingdom, January 2010 2
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC Social media is certainly influential 3
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC You can analyze the influence of fans on other fans How far do you go? Second order? Third? 4 But can you make any money at it?
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC OK, so what if we did mobile instead of social? 4.5 billion global mobile subscribers by 2013 Source Park Associates, January 2009 Mobile money to poor: $5 billion market in 2012 SourceCGAP, June 20009 Teenagers watch 67% more mobile video Source: Nielsen, June 2011 89% of mobile usage happens at home Source: Nielsen and Yahoo!, April 2011 Sweden (#6), Norway (#8), and Denmark (#12) are leaders in cell phone usage Source International Communications Union, August 2011 5
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC OK, what if we combine social and mobile? Twitter and Facebook have added location-aware features Check in enough times on Foursquare and become the Mayor 6 Nicemonkey/shutterstock.com
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC Is it even possible to track ROI? You must first decide what you are using social and mobile for If its public relations, then tracking ROI might be difficult, just as it is for offline PR But if you are marketing, you can track ROI by applying direct marketing principles 7
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC No matter how you use social or mobile Direct marketing must drive visitors to your Web site Help people learn more and eventually buy So, how do you track what they are doing? 8 Learn Buy Shop Use Get Tweet Facebook Review Video Blog Home Page
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC 9 What are your conversions? Online sales Find a store Find a dealer Find a partner Phone call Affiliate link Download a white paper Fill out a contact form
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC 10 How do you use visitor and conversion metrics? Visitors1000 Conversion Rate1% Conversions10 Base
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC 11 How do you use visitor and conversion metrics? Visitors1000 Conversion Rate1%2% Conversions1020 Increase your conversion rate Base
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC 12 How do you use visitor and conversion metrics? Visitors1000 2000 Conversion Rate1%2%1% Conversions1020 Increase your conversion rate Increase your traffic Base
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC 13 How do you use visitor and conversion metrics? Visitors1000 2000 Conversion Rate1%2%1%2% Conversions1020 40 Increase your conversion rate Increase your traffic Or both Base
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC 14 How do you count referrals and conversions? Google Analytics is free Its easy It works © 2010 Mike Moran Group LLC
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC 15 How do you track offline conversions to the Web? The easiest way is for you to contact the customer If the customer switches channels, entice the customer to: Print the products specifications to bring to the dealer Print a coupon to present at the retailer Call a special phone number
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC Track the offline results with CRM systems Web conversions can transfer to CRM system for offline tracking Measure the offline conversions to determine which content items drive the most sales 16
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC Tracking your social media The secret is to attract visitors to your Web site Tracking codes make the connection How the codes are passed depends on the content 17
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC For most venues, its simple Wherever you can use HTML links… Blogs Message boards Social bookmarking …append the code in the link 18 A key benefit of Dynamic Infrastructure is its ability to simplify your data center, reducing your operations costs. http://www.ibm.com/Zkv2g
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC Elsewhere you need URL shorteners Shorteners serve two purposes: Saving characters for Twitter and other microblogging formats Measuring how many people click the link Use the shortener, such as bit.ly, to pass the tracking code as before Facebook, Twitter, and Google each have shorteners 19
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC YouTube is a special case Link from videos to your site with a Call to Action overlay 20
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC The tracking code is passed to the site The tracking code denotes a unique event: http://www.yourdomain.com/ZvKyg The metrics system collects the code when the page is viewed (sometimes translating it to a new code) The metrics system can report visits to the site and Web conversions based on the code 21
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC So how do you do mobile tracking? Any Web analytics system can track conversions But how do you know which visitors are using mobile devices and which ones are not? 22
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC It depends on what you mean by mobile Web analytics systems count by operating system: Android, iOS, Blackberry, and Windows Mobile are mobile Windows, Linux, and Macintosh are not Simple, right? 23
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC Simple mobile counting is often wrong If you are using your laptop on a train, you are mobile, right? If you are using your iPad on your living room couch, youre not mobile, right? Your analytics system says the exact opposite in each case 24
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC Some companies are working on the problem PercentMobile can tell which devices are connected by cell network or Wi-Fi, which is a start Google Labs is working on something similar Once you get accurate counts of whats mobile and whats not, your analytics system does the rest 25
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC Check-in services have more direct attribution Foursquare, Gowalla, and other check-in services can be used in physical locations Folks who check in at a bar can get a free drink The person who checks in the most can get free drinks all night If your sales go up with frequent check-ins, you know it is working 26
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC Case study: Foursquare aids restaurant sales Restaurant owner uses Foursquare swarm to increase sales 110% More than doubled typical Sunday crowd Over 150 extra patrons in one day 27
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC Case study: Twitter sells products Dell made $6M offering closeouts and bargains with its Dell Outlet Twitter feed in 2010 A Fortune 100 company listens to conversations on Twitter, answers questions, and has tracked hundreds of thousands of dollars in revenue 28
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC Case study: Twitter and Facebook sell tickets Online event ticket vendor Ticketfly counted 31,000 shares Every Facebook share or tweet sells 3.25 Ticketfly tickets 29
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC Case study: Mobile apps sell pizza Pizza Hut restaurants made $1M in the first three months of their iPhone app Customers order food from the app and pick it up at the restaurant Now the have iPad and Android apps, too 30
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC Case study: Sharing buttons lead to mega-sales A Fortune 100 company added sharing buttons to its catalog pages The company used a tracking code in its URL The shared content had five times the conversion rate of their successful paid search program And an ROI of 100x! 31
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC Case study: Mobile messaging pumps up revenue BMW Germany had 30% conversion rate for customized snow tire offers with MMS messages Boston area Dunkin Donuts coffee shops increased store traffic 21% with SMS campaign offering mobile coupons 32
Mike Moran © 2010 Mike Moran © 2011 Mike Moran Group LLC 33 Thank you! The Bible of search marketing -- Chris Sherman, Search Engine Land Second edition includes DVD The search best seller Named a best business book by Miami Herald for 2007 Great book. -- Robert Scoble, Scoblizer blog Act now and read it. -- Bryan Eisenberg, Author of #1 best seller Waiting for Your Cat to Bark? Full-service social media agency Listening Activation Consulting Converseon Nordics office opened this year
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