Other Channels

SOCIAL
MEDIA
INSTAGRAM
INSTAGRAM
PINTEREST
SLIDESHARE
QUORA
YouTube
Marketing

by
Making the most of
YouTube
Types of Youtube Ad Placements
 YouTube Marketing

1.Add links to your site

2.Fill Out Your Descriptions Thoroughly
3.Create testimonials/fan videos
4.Create a video landing page
5.Use titles effectively
6.Brand your YouTube channel
7.Use annotations(call to action comments during the video)
8.Integrate with other social channels
9.Use YouTube ads to promote important videos
10.Keep a track on insights
YouTube Analytics
 YouTube Analytics

Know Who your viewers are

Know how your Annotations

working

Know where viewers are

finding your videos
 YouTube Analytics

Know what makes viewers

come and go
Know how many videos
viewer Consumes
Know how your fans interact
with your videos
Etc etc..
Analytics,
Measurement
and ROI

by
 Need marketing
analytics,
not web analytics
Web Analytics vs Marketing Analytics

Web analytics measure things a webmaster cares about,like

page load times,page views per visit,and time on site.
Marketing analytics, on the other hand,
measurebusinessmetrics like traffic, leads, and sales, and
which events (both on and off your website) influence whether
leads become customers. Marketing analytics includes data not
only from your website,but also from other sources like email,
social media, and even offline events.
Marketing analytics are also usually people-centric, featuring
the prospect,lead, or customer as the unit of focus,whereas
web analytics usually regard the page view as the unit of focus
in its reports
 So what do you want to measure?

Likes / engagement / followers

Website hits / Traffic
Leads / Sales
Branding / Visibility
Likes / engagement / followers

Individual platforms allow us to measure the same

Choose your metric carefully keeping in mind what your
eventual aim is
Eg: For an e commerce brand it could be resolving customer
issues, while for a food brand, it could be number of mentions
Website Hits / Traffic

Install Google analytics on your website

Track the incoming traffic from different channels
Use feedback loop to invest in relevant sources accordingly
Eg: If maximum traffic on your site is coming from facebook,
then invest more time and resources on the medium
Leads / Sales

To track leads from facebook, you can add codes to the website
Through use of physical forms at stores / outlets, you can
measure how many people read about you on which platform
Branding/Visibility

Best metric in this case will be overall increase in mentions /

engagement / hits on the web
Facebook analytics, Klout, Google analytics, twitter
measurement tools (metric specific)
Types of Returns

Tangible Intangible

A clear & direct metric At most an indicative metric

Units Sold, Leads Generated, Brand Awareness, Reputation,

Total Registrations, Referral Customer Satisfaction, Customer
Traffic Loyalty

Examples: Examples:
Number of product units sold Reputation
Leads Customer satisfaction
Unique visitors Brand awareness
Customer loyalty
Attributing Returns to Investment

Establishing unbroken chain of events from the

investment to the return
Unbroken chain of events: E-commerce

1. You Post a Link of 2. Total 3500 people 3a. Total 17 of these

your Product Page on visit product page buy the product in first
Facebook through that link visit

3b. Total 250 people 4. In 15 days period,

register for Free Trial 34 people upgrade to
version paid from trial

Investment: Posting a link on Facebook

Result: 51 product units sold
Unbroken chain of events: Services

1. You see 38 tweets 2. You respond to all of 3. Total 7 people

by people looking for them introducing your interact with you for
web design services further details

4. You close business

worth $7.5K with 3 of
them.

Investment: Listening on Twitter & Responding to prospects

Result: $7.5K worth of Business
Unbroken chain of events: CRM

1. You see a ve tweet 2. You interact with the 3. Customer now

by a customer about customer & resolve the appreciates your
your product issue service on twitter

4. You get 6 more

customers worth $9K
through this referral

Investment: Customer service on Twitter

Result: $9K worth of Business
Attribution is a challenge

More often than not, its hard to

Broken Chains establish a credible sequence of events.

Not all the metrics are available or

Missing Metrics captured automatically.

Multiple marketing efforts with a single

Mixed Influence outcome coincide with each other.
What are broken chain of events?

You Promote your

product on LinkedIn

You use a Blog for

thought leadership You get $20K
worth of Business
with unknown
You interact with source
people on FB/Twitter

You resolve peoples

issues on FB/Twitter
Fixing broken chains

Ask your customers where

they came from if you can
Could be part of registration
process or included at some
other step
Not reliable but might provide
indicators
Attribution is a challenge

More often than not, its hard to

Broken Chains establish a credible sequence of events.

Not all the metrics are available or

Missing Metrics captured automatically.

Multiple marketing efforts with a single

Mixed Influence outcome coincide with each other.
Missing metrics examples

How many issues were

resolved on Twitter?

How many $ were

saved/earned by
resolution of issues?

Did you note down that

FB was used for
Market Research?
And that lead came
from an introduction
over LinkedIn!
 Resolving issues around metrics

Issue: All the metrics are not captured in a tool.

E.g. if you converted a negative into positive
customer on instagram, which tool recorded this?

Resolution: Needs manual intervention, by capturing

data in a document and analysing to interpret.
 Resolving issues around metrics

Issue: All the metrics are not fully measurable.

E.g. value of resolving a customer issue on
Twitter. Is it $20 or $2K or $2M?

Resolution: Needs a simple model to find approximate

value. E.g. resolving a customer issue could
be worth the business given by that customer.
Attribution is a challenge

More often than not, its hard to

Broken Chains establish a credible sequence of events.

Not all the metrics are available or

Missing Metrics captured automatically.

Multiple marketing efforts with a single

Mixed Influence outcome coincide with each other.
The problem of mixed influences

Social Media

TV
Online
Reputation
Print

Impossible to measure influence of a

Offline single campaign when everything is
executed together
Two dimensions of measurement

Returns What Returns did you get?

How much of Returns can be

Attribution Attributed to the investment?
Social Media
Strategy

by
The 10 Step
Engagement Process
 1. Study
Study the online space
mapping your industry
and competition

2. TG
Identify your target
groups based on age
group, geography and
other factors
4. Personality
What will your campaigns
personality be like?

3. Platform
Choose the platforms
that you think your
campaign should be
based on
 5. Metric
How will you measure
your campaign?

6. Tonality
What will be the
tonality of your
7. Strategy
communication? Strategising the campaign,
preparing the plan of action
for each phase.
 Target
Ideas Audience

8. Action

Execute Strategy
9. Conversations
All of this leads to conversations around
your brand, eventually resulting in
creating a strong image online

10. Tracking
A campaign will yield no result if not tracked.
Through sophisticated tools, we monitor all
key words online across various platforms.
Thanks