Presentation komfowebinar conversion tracking
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This document summarizes a webinar about measuring social media return on investment (ROI) for businesses. It discusses starting with business objectives, measuring key metrics like engagement and conversions, attributing results across user journeys, ensuring data quality, and addressing executive questions about markets, competitors and products. The webinar provides advice on tracking ROI metrics that matter to executives, avoiding double counting, and communicating results simply to demonstrate business value to bosses.
Presentation komfowebinar conversion tracking
- 1. Show your boss the money - Track your SoMe efforts #komfowebinar
- 2. 490 CHANNEL CONTRIBUTIONS COMMUNITY CONTRIBUTIONS AVG. RESPONSE TIME COMMUNITY SENTIMENT 150k 28/02 02/030 4/03 06/030 8/03 10/031 2/03 100k 50k 44.54% 1301 16.68% 60 min 13.08% faster 0k Total Paid Organic Viral 165871141
- 4. Speakers Steen Rasmussen - IIH Nordic Hans Tosti - Komfo #komfowebinar by @strasm @iih and @hanstosti Claus Farsinsen - Komfo
- 5. Agenda • Where do we start when it comes to measure your ROI? • What can we measure on Facebook and Instagram today? • How do we make sure that we don’t measure the business results twice? • How do we ensure valid data, so we minimize errors and mistakes? • Show your boss the money! But how do we make sure that your boss knows what to ask for and how do we answer properly and in understandable terms? #komfowebinar by @strasm @iih and @hanstosti
- 6. Where do we start? Identify the business objective. - what the meaning behind our social media presence? - what role does social media play in our user journey? #CustomerLifetimeValueOptimization (buzzword of the day) #komfowebinar by @strasm @iih and @hanstosti
- 7. User journeys are not linear #komfowebinar by @strasm @iih and @hanstosti
- 8. What is ROI? #komfowebinar by @strasm @iih and @hanstosti
- 9. What is ROI? #komfowebinar by @strasm @iih and @hanstosti
- 10. What is ROI? Product sales Leads Digital downloads New skills Customer self service Permission Branding #komfowebinar by @strasm @iih and @hanstosti
- 11. #komfowebinar by @strasm @iih and @hanstosti
- 12. What’s the economic value of an onsite action? #komfowebinar by @strasm @iih and @hanstosti
- 13. What is my ROI goal? “Hi boss. What do you expect to see from my side if you should give me a 1000 $ raise?” #komfowebinar by @strasm @iih and @hanstosti
- 14. Facebook conversion tracking Conversion measurement lets you track actions that people take up to 28 days after viewing your Facebook ads, across multiple devices, including mobile phones, tablets and desktop computers. 1. Optimize delivery of ads 2. Measure the economic value of on site actions #komfowebinar by @strasm @iih and @hanstosti
- 17. Facebook video ad Information post Video Retargeting Heropage www Instagram ad
- 18. Facebook video ad Information post Video Retargeting Heropage www Link ad Website Custom Audience $ Instagram ad
- 19. You can track and measure • How well each of the components in the user journey perform • How well your user journey performs in total, across devices #komfowebinar by @strasm @iih and @hanstosti
- 20. Tell your Boss -‐ The money in social
- 21. Steen Rasmussen » Senior partner, director and co-founder » One of the biggest digital specialist agencies and the biggest analytics agencies in the Nordics » DAA – Denmark chapter-chair, Chair of the certification committee at the DAA, nominated as global analytics ”Practitioner of the year” both 2014 & 2015 » Food lover, world traveller, Van Gogh afficionado and once participated in the slow-riding bicycle world championship #komfowebinar by @strasm @iih and @hanstosti
- 22. Attribution #komfowebinar by @strasm @iih and @hanstosti
- 23. Attribution #komfowebinar by @strasm @iih and @hanstosti
- 24. #komfowebinar by @strasm @iih and @hanstosti Attribution
- 25. #komfowebinar by @strasm @iih and @hanstosti Attribution
- 26. #komfowebinar by @strasm @iih and @hanstosti Attribution
- 27. #komfowebinar by @strasm @iih and @hanstosti Attribution
- 28. #komfowebinar by @strasm @iih and @hanstosti Attribution
- 29. The fundamental attribution error #komfowebinar by @strasm @iih and @hanstosti
- 30. Data Quality #komfowebinar by @strasm @iih and @hanstosti
- 31. Data Quality #komfowebinar by @strasm @iih and @hanstosti
- 32. Back to basics: Data Quality #komfowebinar by @strasm @iih and @hanstosti
- 33. CSI: Data Quality #komfowebinar by @strasm @iih and @hanstosti
- 34. 34 New boy in class: Data governance The new boy: Data Governance #komfowebinar by @strasm @iih and @hanstosti
- 35. Data Quality #komfowebinar by @strasm @iih and @hanstosti
- 36. Data Quality #komfowebinar by @strasm @iih and @hanstosti
- 37. Google Analytics Source Medium TermContent Campaign http://www.google.com/support/googleanalytics/bin/answer.py?answer=55578 Campaign tracking #komfowebinar by @strasm @iih and @hanstosti
- 38. Data Quality – The A/A test #komfowebinar by @strasm @iih and @hanstosti
- 39. Data Quality: Map your sources #komfowebinar by @strasm @iih and @hanstosti
- 40. A Question of questions #komfowebinar by @strasm @iih and @hanstosti
- 41. What do we want to acchieve » Grow » Maintain » Minimize decline » Transform The ambition #komfowebinar by @strasm @iih and @hanstosti
- 42. The bottom line #komfowebinar by @strasm @iih and @hanstosti
- 43. Think like the boss #komfowebinar by @strasm @iih and @hanstosti
- 44. The Questions: Market » What percentage of our social media followers are not our customers? » Can we see a positive trend in converting social media followers who are not yet customers? » Do repeated customers have an affinity towards promoting our product on social media? » Do one-time customers have an affinity towards promoting our product on social media? #komfowebinar by @strasm @iih and @hanstosti
- 45. The Questions: Competitors » Where do our competitors stand out in terms of brand mentions and shares across social media? » Where do we stand out from our competitors in terms of brand mentions and shares across social media? #komfowebinar by @strasm @iih and @hanstosti
- 46. The Questions: Products » Which social media channels perform the best when it comes to particular product? #komfowebinar by @strasm @iih and @hanstosti
- 47. Tell what you can’t tell #komfowebinar by @strasm @iih and @hanstosti
- 48. It’s not about… #komfowebinar by @strasm @iih and @hanstosti
- 49. @strasm @iih #komfowebinar (+45) 26 21 95 95 (+45) 70 20 29 19 steen@iihnordic.com www.iihnordic.dk dk.linkedin.com/in/steenrasmussen/ Senior Partner Steen Rasmussen #komfowebinar by @strasm @iih and @hanstosti Contact