DANA Week 3 Social Analytics

ANALYTICS, SEO/SEM AND
THE ZERO MOMENT OF
TRUTH

What We’ve Covered So Far
✦ Intro to the Most Popular Social Networks
✦ Branding- Finding your voice and communicating that to
others
✦ Looking at your organization in a “customer-centric” way
✦ Make your website your hub and marketing (including
social) as the spokes into the hub
✦ Understand how best to deliver on your “promise” to your
community
✦ Social and digital are ingredients in an overall organization
communication & marketing strategy

Session 3
Where’s my Return on Investment?
Understanding Search and Analytics

✦ Google’s Zero Moment of Truth- when do ‘customers’ make decisions?
✦ Customer feedback loops- why ‘after the sale/transaction’ is as
important as conversion
✦ Using Google tools to help you time your content and check on your
competition
✦ Keywords, Tagging, Pay Per Click and the ever-changing SEO
landscape- Fish where the Fish are
✦ Numbers are helpful, insight is better

Analytics In a Nutshell
✦ If you are doing something on the web, you can probably measure it
✦ Just because you can measure it, doesn’t make it relevant (necessarily) to
your goals
✦ Data trends are probably more important than any one data point- know
your starting point before pulling the levers
✦ Data is great: Analysis and Insight gained from the data is much more
useful
✦ Know what you want to accomplish (strategy) so you can measure the
right thing

What Are Metrics?
Reasons to track the numbers include:

✦ Sales/Conversions
✦ Qualiﬁed Leads
✦ Focus Groups/Community
✦ Competitive intelligence
✦ Customer service
✦ Inﬂuence

Common Services
✦ Website analysis tools: Marketing Grader-
Hubspot; SEO MOZ tools
✦ URL Shorteners: Bit.ly, Hootsuite (owl.ly)
✦ Audio metrics- blubrry.com, libsyn.com
Podtrac.com
✦ Video: Tubemogul ($)

What are “good” Numbers?

✦ Don’t worry about ﬁrst blush numbers, look
for trends
✦ Benchmark competitors
✦ Impressions does not equal engagement (PPC
ads, etc)
✦ Look for growth over time, trends

Understanding Your Target Audience

DE? 900,000

DE w/ Computer

Your email list

Social Media Audience

What can you reasonably expect?

Attention Battle = Information War

SEO/SEM:
Using Search to gain
Marketshare

Elements of Search

• Keywords for industry; Create an SEO
Dictionary for your Business

• Look at Google Trends for seasonality,
location

• Tag content, pictures, etc. with
keywords and work into posts as
frequently as possible

SEO rich topics, aka
Linkbait
• Lists- 10 things I Hate About _____, 25
ideas for the New Year
• Great Titles
• Advice
• Workﬂow
• Help for your customer/audience

Example

• http://www.whitneyhoffman.com/
2011/12/05/5-things-that-drive-me-
crazy/

• Picked up by NYT business blog
• Asked to reprint with credit and bio in
his newsletter

Social Media ROI
✦ Efﬁciency ✦ Grow Trust
✦ Reputation ✦ Client Education
✦ Differentiation ✦ New Opportunities
✦ Client Service/Retention ✦ Flexibility, Timeliness
✦ PR & Exposure
✦ Increase network

Creating
Communities
This is a long term versus short term strategy

People come to you because of content and
added value

Grows network, fans, evangelists

Must give them something to do- keep it fresh
or it dies

Session 4
Putting it all Together :
Social Media Management and Measurement

• Integrating Your Channels- To Cross Post or Not-
Making the most of your content

• Editorial Calendars- Making Your Brand
Consistent

• How do I deﬁne Success? When do I know if it’s
working?

• To Do’s
• Q&A

Contact Info:
Whitney Hoffman

Hoffmandigitalmedia@gmail.com
Twitter: @whitneyhoffman, @ldpodcast
Facebook: Whitney Hoffman

Google Voice: (302) 482-4599
Mobile: (302) 562-6507

URL: www.whitneyhoffman.com

“Social media changes the relationship
between companies and customers from
master and servant, to peer to peer.”

“In the long history of humankind those who
learned to collaborate and improvise most
effectively have prevailed.”

~ Charles Darwin

Let’s get Beyond
“Oooh, Shiny!”

What’s Your Time
Worth?

I like to say Twitter is like a bar, Facebook
is your living room, and LinkedIn is your
local Chamber of Commerce.
-BS Stoltz

Inﬂuence

Liking

Reciprocity

Social Proof

Consistency

Authority

Scarcity

Session 2
Using Social Media to Connect Your
Brand to Your Customers

Who to connect to and why? Inbound and
Outbound Marketing in a Nutshell

Killer content: Engaging Your Audience

Elements of making your messages memorable

How to Listen as well as Broadcast

“If you make customers unhappy in the physical
world, they might each tell 6 friends. If you make
customers unhappy on the Internet, they can each
tell 6,000 friends.”

-Jeff Bezos, CEO of Amazon.com

Lifetime Value of a Customer

Formula includes:
Average number of years a customer does
business with you
Average revenue per customer per year
Estimated costs to deliver products/services

Consider
Cost of a lost customer in terms of lost revenue
and-
Loss of additional customers due to word of
mouth
Cost of Retention- what do you have to do to
keep existing customers happy?
Churn rate- how many customers leave? And
what does it cost to replace them?

Do The Math

Cost Per Lead* = (Total Ad Costs) / (# Leads
Generated)
Total Ad Costs = Direct Ad Costs + Indirect Ad Costs

Direct Ad Costs = All Ad Fees + Design Costs + Tracking Costs + Agency Fees

Indirect Ad Costs = Administrative Overhead = ($/hr) x (# hrs)

Marketing ROI = (Revenue – Marketing Cost) /
Marketing Cost

Top Social Networks

LinkedIn

Twitter

Facebook

Plus, we’ll talk mobile- Foursquare

RSS- Really Simple Syndication
Subscription- Let Them Come to You

DANA Week 3 Social Analytics

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DANA Week 3 Social Analytics

Editor's Notes