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Calculate the ROI of Your Social Media Activity Part 3

Posted by Natasha Aidinyantz, under , on August 4, 2015, No Comments
Calculate the ROI of Your Social Media Activity Part 3

If you’ve read the first part of my social media ROI post and the second part of my social media ROI post you would have the tools you need to plan and create a campaign with the aim of increasing conversions and sales. You should have an idea by now of the kind of campaign you want to create and even the buyer persona you want to target with that campaign. So this last post is really all about taking those steps into writing down each stage of your campaign and walking you through the tools you will need to measure your success.

Your First Campaign

Now that you’ve created your first buyer persona it’s time to think up a campaign that would help them become a customer. Where will you start and how will you get them from one stage to the next? Create this table for yourself and start filling it in.

Stage Description of customer journey What will you measure?
Awareness … 
Interest … 
Consideration … 
Intent … 
Evaluation … 
Purchase … 

Facebook Analytics 101

Facebook Insights – Page Likes

If you want to get your social media fans to become customers you need to understand them.

When someone likes your page they are expressing an interest in your company. They are saying they want to know more about you.

The reason that page likes are a vanity metric is because a ‘like’ is not as concrete as you may think. Likes can be bought and profiles can be fake. What’s important is the quality not quantity of your audience.

More likes do lead to a higher reach though so keep an eye on this.

Facebook allows you to understand where your page likes come from and how your page is liked over time. This can help when understanding why people like your page so you can influence more likes in the future.

facebook analytics 101

 Facebook analytics 101

Facebook Insights – Reach

Reach is the amount of people that see a post of yours. If you schedule three posts for one campaign on Facebook then you add the reach for each post together to get the total reach of the campaign. Reach is of course the top metric for your buyer funnel.

You can get better reach by optimising your posts – Facebook videos get better reach and Twitter hashtags get better reach. But nothing gets as good a reach as paid social media advertising thanks to the new pay-to-play environment started by Facebook.

 Facebook insights - reach

Facebook Insights – Posts

The post tab lets you see the time and day people are active on your page and the kind of posts that are working well.

You also have an individual breakdown allowing you to see how people interacted with your post.

facebook insights - posts

The top right allows you to filter data for engagement rate. Engagement rate is the percentage of people who saw your post – who then went on to engage with it in some way (sound familiar? Click through rate and ROI is a similar calculation!)

In post data you can also analyse how many people click on a link in your post. If you have a set of Facebook posts aimed at bringing people to a blog post, you can use clicks to find out how successful each of your campaign posts are and optimise them.

In Google analytics you will see the traffic from each social channel but not what post the traffic came from so this is a more specific breakdown of individual post success.

 facebook insights - posts

Facebook insights - posts

Facebook Insights – People

In the people tab you can break down your audience demographics, the people you reach and the people you engage with as well as your check-ins.

You should analyse the difference between people who like your page and engage with your posts. Then look at the people you reach and see how you can better word your posts or target your ads to ensure the right people are being reached and are engaging!

Facebook insights - people

Facebook Activity

Now it’s your turn to have a look at your Facebook analytics and find out 3-5 things about your audience that will influence your updates in the future. Use your newly discovered information to schedule a quote post using power editor and Canva. Here is a quick power editor walkthrough:

Power Editor

Go to ‘manage ads’ under the arrow next to your profile picture in the top right of your Facebook page. Here you will see a power editor button. This is normally in the left sidebar of your screen. When you click on it you will see an option to ‘Create Post’. Click on this to open up power editor.

Power Editor

Power editor can be used for creating ads or optimised posts. Use it to make call-to-action buttons for your post or video.

 power editor

Hover over the ‘i’ next to each section to get more information about it and craft your own post. You should experiment with different kinds of posts to see which works better.

If you want to create a cool image to go with you post sign up for www.canva.com and chose the Facebook post option.

Twitter Analytics 101

Twitter Analytics – Tweets

Impressions are the number of times a post from your page is displayed, whether the post is clicked or not. People may see multiple impressions of the same post. For example, someone might see a page update in news feed once, and then a second time if their friend shares it.

Reach is the number of people who received impressions of a page post. Reach might be less than impressions since one person can see multiple impressions.

Twitter Analytics - Tweets

Twitter Analytics – Followers

The better you understand your followers, the better you can craft your messages to turn desire into action. Your follower demographics relate back to your buyer personas and contact strategy so keep an eye on how your Twitter followers differ from your Facebook followers.

 Twitter Analytics - Followers

Twitter activity:

Find out 3-5 things about your Twitter audience that would influence the way you post.

Social Media ROI and Google Analytics Introduction

Using Google Analytics you can track the traffic back to your own website. Measuring the success of individual campaigns can also be done through Google Analytics and I will walk you through doing this now.

How to set-up a goal in Google Analytics

When you have a landing page that leads to a direct revenue stream for your business you should always set this up as a goal in Google Analytics. Google will watch how people enter your landing page and how many people convert.

Go the top of your Google Analytics dashboard and click on ‘Admin’. In the third column there is an option for ‘goals’.

When you go to your goals page you will see an option for new goal. Click on this and you will be taken to the first step of setting up your goal.

STEP 1: Tell Google what your goal is. If Google doesn’t have an option you like then chose custom.

STEP 2: Now you have to tell Google what signal it needs to verify that someone has actually completed a goal.

You can see I have chosen to set a goal up for making an online payment. I know that someone will have completed the payment because they would have to land on my ‘thank you’ page. So I tell Google to pick this as the description of the goal.

I can also name the goal at this stage.

STEP 3: The next step is to tell Google what the URL is of the thank you page and assign a monetary value to the conversion. IE tell Google how much this conversion is worth to your business. Google will then calculate your profit over a set time period.

You can also tell Google that you want to measure the journey from a previous landing page by using the ‘funnel’ section.

This is how you will measure the strength of your campaign. Tell Google that your funnel isn’t optional so that you can also measure when people reach the end by skipping steps.

 

 

 

When you have a goal set up you can then analyse the success of the goal by going back to ‘reporting’ in the main menu and clicking on ‘conversions’ in the bottom of the left hand menu.

 

 

 

 

 

 

 

 

goal overviewIn the goal overview section you can see how much money you have made from your campaign and analyse where this traffic has come from.

Specifically you can track how much of this traffic has come from social media.

In assisted conversions under ‘multi-channel funnels’ you can see goals coming from social networks or paid Adwords traffic. This will allow you to analyse the success of each of your marketing channels.

This is one month’s conversions for one of our clients.

conversions

See social media in your referral traffic

If you want to analyse your ongoing social media activity you can look at how much traffic is coming from social media to your website and what channels in particular are working better for your website.

To do this go to ‘Acquisition’ on your left hand menu and click on ‘Referrals’. Referral traffic is traffic to your website that comes from other websites.

In the case of our client they have a lot of traffic come from job search engines as they’re a recruitment company. But you can see that LinkedIn is on their top traffic and t.co which is actually a Twitter mobile link.

social media referral traffic

Your custom reports

In Google you can set up custom dashboard so that you can analyse a specific data set with ease.

Go to ‘Customisation’ in the top menu.

At Live And Social we have created custom dashboards to analyse traffic coming from Twitter and Facebook and are giving these away to you for free today. All you have to do is enter these links into your dashboard.

https://www.google.com/analytics/web/template?uid=OHvDAZDMQCiWW9ufam9t5g

https://www.google.com/analytics/web/template?uid=XskDXnKvTCmcwLOlzUJQqw

You can see from the example below that we have been able to analyse Twitter data more specifically with our custom dashboards and the use of UTM codes. By giving some of our campaigns separate codes at the suffix of the URL we have been able to track these back to Google analytics quite easily. Promo traffic is any blog promotions we do and auto traffic is any automated campaigns we run for our client.

custom dashboard

To create a custom link of your own just go to the Google Analytics website builder

URL builder googleAfter you’ve created the link you will use it in any specific social media campaign you like and analyse it as such.

You can also use bitly.com to shorten the links and track activity on the link across time. Shortening it might make it easier for other people to remember if you are using it in an offline campaign.

Check out this article from Kissmterics explaining more on how to use UTMs to track different campaigns.

Summary

You have completed a crash course in calculating your social media ROI but what have you learnt?

  • Run campaigns on top of your ongoing initiatives. Have your campaigns align with business goals and objectives
  • Develop buyer personas to tailor your campaigns
  • Track metrics at each stage of the campaign
  • Track conversion rate and click through rates during campaigns to make adjustments
  • Make sure that CPA is 10% of CLV
  • Analyse your Facebook and Twitter metrics to see the success of individual campaign posts and analyse your audience on both channels
  • Create goals for each campaign in Google analytics
  • Track referral traffic
  • Use custom UTMs to track goal conversions by campaign and social channel. Shorten these URLs using Bitly.

Now it’s time to put what you’ve learnt into practice. Go home and start putting your first campaign into action. Remember to keep analysing your data and adjusting your campaigns until you get the best results.

I am always available to help you with any of the following:

  • If you want to purchase a tool to help you
  • If you are struggling to put anything we learnt here into action
  • If you want a one-to-one session
  • If you have any related questions you want to ask

If you would like to know anything more about this series of posts or discuss partnering with an agency to help you run campaigns let me know on Twitter @MyCreative_UK or by contacting Live And Social. 

Calculate the ROI of Your Social Media Activity Part 2

Posted by Natasha Aidinyantz, under , on July 30, 2015, No Comments
Calculate the ROI of Your Social Media Activity Part 3

In the last post of this series we talked about what social media ROI is all about and I showed you an example of a campaign we sent out at Live And Social. I explained that at each stage of a campaign you must have key performance indicators and a way to measure the journey a prospect goes on each stage of the campaign you’re creating. In this post we delve deeper into the understanding of the mechanics behind making each stage work.

In this post we will start by talking about the importance of landing pages (for which your campaigns should always have one) and then we will start to look out calculating the conversions at each stage of your campaign until we can calculate social media ROI. I will then explain buyer persona’s and how your campaign will be made individually for your personas. This way you can personalise the experience for your customers and get higher conversions at each stage – leading to a increase in ROI.

Landing Pages and CTA’s

Landing pages are essential to any social media marketer. The reason they work so well is because they are website pages with only one focus.

Your current product pages will have home page links, social links, sidebar links and maybe even more – but this is very distracting for a website user. A landing page will be created so that there are no distractions, and the pages get much better results because of this.

blogging landing page

The above image is an example of a webinar landing page we created for our last campaign. We will adjusting the campaign soon: instead of looking at mistakes we will be looking at the same topic in a more positive light. And we will also be testing day and time of the webinar to see what performs better.

The beauty of landing pages is that they only have one goal. Our landing page is trying to capture webinar registrations. Examples of other goals would be getting people to fill in a contact form, sign up to an email, enter a prize, purchase a product/service or sign up for an offer coupon.

Create a Landing Page That Converts

Here’s a few tips on landing pages that convert.

  • No Distractions – if your landing page only has one goal it shouldn’t aim to do anything but that one goal. IE you should remove your top menu so that people are unable to do anything apart from convert or leave the page.
  • Images / video – images and videos on the landing page work better at converting people so if you can use them you should!
  • Colours / design – you want something that will match the branding of your company but you also need to ensure that the design works in mobile devices and tablets. Think about usability!
  • Copywriting – Your landing page is all about giving someone enough information so that they can make an informed decision. But also you don’t want to blab too much or people will get lost and leave. Find the right balance.
  • The form – in a study by ImageScape, they were able to increase number of form submissions by 160% and conversions by 120% by reducing the number of form fields from 11 to 4. The lesson – people don’t like having too much choice. Make things simple and you will get better results.
  • Thank you page – create a thank you page with some nice wording on it for after someone converts.
  • CTA’s – write CTA’s with your user in mind. It’s not enough sometimes to say ‘download now’ or ‘buy now’, be more specific and say things like ‘Get my copy now’ or ‘Sign up to be a member’. Telling people what they are going to do helps them make a faster decision.
  • A/B testing – with all of your campaigns you should be A/B split testing. An A/B test is when you create 2 different versions of your landing page which go out to two sets of your contacts. You can then measure which landing page performs better and delete the one that doesn’t work as well. Examples of areas you can A/B test are the headlines, the copy, the images, the design and the branding.
  • Goal set up – if your landing page is leading to a sales conversion then you should set up a goal in Google Analytics. You will then be able to measure how many people complete an action on your landing page and where they came from on the web. I describe this more later.

How to Calculate Social Media ROI?

Now that you know how to get people from your social media channels to a purchase we should look at how to measure your ROI.

Your social media return on investment is the amount of money you make on your social media activity minus the amount of money you spend.

Think back to our example social media campaign using a webinar. We take data from each stage of the campaign and can create a diagram like below:

buyer cycle

At this stage the data doesn’t mean much. We now have to analyse it.

Click through rate (CTR)

The first piece of data we should look at is click through rate. If for example, 10,000 were reached with a social media advert about a blog post and 250 people actually read the blog from social media, we can calculate the click through rate or (CTR) as (250/10,000) X 100 = 0.25%.

If I go back to the post on social media that got this conversion I could analyse the language in the post, the targeting, the imagery and more. A good understanding of my audience on social media would help me improve this percentage.

Conversion rate

Calculating conversion rate and click through rate is the same. We call these conversion rates because we were able to convert a prospect to complete an action.

Looking at our funnel data above, we could calculate webinar registrations and masterclass sign ups as conversion rates. So the webinar registration conversion rate from blog post reads would be (100/200) X 100 = 20% for sign ups and (30/200) X 100=15% for attendees. For the masterclass from webinar conversions the calculation would be (1/20) X 100 = 5%. And lastly you might want to measure the conversion of your whole campaign. In this case you would start with the 10,000 people you reached to the 1 person who bought your product (1/10,000) X 100 = 0.01.

Conversions and click through are important to the success of your campaign and you should always be looking to see how you can make these numbers more efficient.

Now we need to look at how your activity is affecting your revenue.

ROI

You will be familiar with your yearly revenue figures and your expenditure. You may even be familiar with Customer Lifetime Value (CLV) but if not here is a quick rundown.

CLV is a calculation of the average value of a customer for your business. This is an important figure in deciding how much advertising budget to spend on a customer. If a customer spends £20 a month in their time with your company (£240 a year), you might not be convinced that a £5,000 advertising budget is a good idea.

So if your typical customer is willing to spend £20 a month for an average of 1 years then:

£20 per month      x      12 months      x      1 years      =      £240     =      CLV

This means that a new customer is worth approximately £240 to your business over 1 years.

Now that you have a CLV you need to find out how much you should spend to acquire a new customer. This is called cost-per-acquisition or CPA. You usually want to spend around 10% of your customer lifetime value to acquire a new customer.

In other words. If your customer will spend £240 in their average lifetime, you want to spend £24 to acquire a new customer.

If your social media budget for the year is £3,000 then you should acquire around 125 (3000/24) customers from this investment.

If you lead your social media followers to a landing page that is converting at 1% then you need 2,400 visitors to get 24 customers. See how the maths can help you formulate a better strategy?

In the Live And Social campaign example, we know that people who subscribe to our masterclass spend on average £2000 for the full 12 weeks. This is £167 a week and after 12 weeks they are asked to join a community at £50 a month. This makes the average lifetime value for a masterclass customer £4000 a year. I know that I need to spend £400 to acquire a new customer.

Cost per acquisition (CPA)

Your cost per acquisition will vary depending on your product and the buyer persona you are targeting. But the important thing here is that cost per acquisition is an ‘average’. So the more you measure it, the more accurate your data will become.

Our whole campaign cost us £200 in adverts and 5-10 hours in time writing blogs and setting up pages. An hour for our organisation is £60, so we spent £600 to acquire a new customer.

If you don’t know what an hour is to your company you should find some time to work it out as this will help make your data more accurate.

I know that I need to go back and adjust the campaign so I am spending less on acquiring a new customer because £600 is 15% of £4,000 and I am looking for my CPA to be 10% of my CLV.

A good way to organise your social media activity is to create an ongoing monthly schedule for activity and plan out quarterly campaigns with individual objectives. The ongoing activity will build your community and your quarterly campaigns will push your community towards your website to buy your product or service.

Buyer Persona’s

When I ask the question: who are you selling your product/service to? What kind of person comes to mind? The majority of you are going to picture your typical customer. But how much do you know about your typical customer. How much have you listened to them?

Buyer personas help you develop the characteristics of your typical customer so that you’re able to market to them as best as possible.

Take a look at the examples of a typical buyer persona for the company Hubspot.

buyer persona section 1

buyer persona section 2

buyer persona section 3

buyer persona section 4

Now it’s time to develop your own buyer persona. You might not have all the information you need to get a full picture right now. But try your best to fill as much in as possible and whatever you need to find out, you can by asking your customers; either by sending out a survey or asking them face to face.

I will publish the next blog post next week and by then you should have now the campaign you want to create and have it tailored to a specific buyer persona. Now start jotting down each stage and create a plan for what you will develop and when you will publish it. In the next post I talk all about analytics and how to use the tools at your disposal to help you make your calculations.

If you have any questions about this article or would like to find out more about how Live And Social can help you contact us on @liveandsocial or www.liveandsocial.com/contact.