@aknecht #SMWiTO

• What they are• Why they matter• How to get at them• What you can learn

10 Useful Social Media Measurements & Signals

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About Me!

Alan K’necht • Working with the Internet since 1994• After found 2 consulting firms now an

independent consultant• Been a:

– Web developer– Analyst– SEO/Social Media Strategist/Consultant– Digital Analytics consultant– Taught Digital Analytics for USF Online 10yrs– Head Digital Analytics for USF Online for 4yrs

• Founding Co-host of #SocialChat 5+ years– Monday’s 9pm Eastern

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Why 10?

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Works for Blogs

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Worked for Letterman

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Got 10 Fingers

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And……I’m kinda Lazy

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Biggest Challenges

Source: eMarketer 2015

Percentage of marketing

execs

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Closer View - Hot Ones:

Source: eMarketer 2015

Measuring ROI: 60%+

Tying Activities to Business Outcomes: 50%+

Tracking Results in a Dashboard: 30%+

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Two Sides to Measurements & Signals

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Ultimate Actionable Signals• Real Time Data

• Unambiguous Clues

• Leading Indicator Metrics

On One Hand

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Things you’ll learn:• You’re loved• Why you’re loved• How to stay loved• How to get more

love

• You suck• Why you suck• How to not suck• How many think you

suck

• Who the brand ambassadors are• Who you have to win over• Who the trolls & haters are

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Or…worst of all

No one cares

Token cat photo

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A little like this:

• Bar Conversations

• Water cooler gossip

• Business & Personal Relationships

On the Other Hand

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Monitoring &

Research

#1

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Monitoring & ResearchIs there an audience?

….And do they talk about your category?

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Monitoring & Research

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Toronto:

Freemium to $20/mo

Monitoring & Research

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What are PEOPLE saying about your

brand?

#2

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But…..What about the food?

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B2B Opportunity

• Prospecting

• Monitor YOUR customers

• Address pain points

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What are the emotional

Sparks?

#3

Or…..The “Why” behind what’s getting talked about?

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Understanding the Emotion:

It’s About Like This

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Emotion#OUCH!

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Find the emotional spark:

Lesson from HollywoodEmotion

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Proactive Positive

Engagement

#4

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Signal: Proactive Positive Engagement

Your Task:Emotional spark analysis

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Signal: Proactive Positive Engagement

• Check In Ratio• Talk about Ratio• Amplification

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Prompted Positive

Engagement

#5

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Signal: Prompted Positive EngagementExample: A restaurant Special

But does it work?

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Signal: Prompted Positive EngagementExample: #AYCE – on Twitter

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Signal: Prompted Positive EngagementExample: #AYCE – on Instagram

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Signal: Prompted Positive Engagement

Retailer:

Audience:Selfie Generation

In store signs

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Signal: Prompted Positive Engagement

Response:

Re Post

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Signal: Prompted Positive Engagement

Retail Service: Great Clips

#MoreMinutes

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Signal: Prompted Positive EngagementRetail Service: Great Clips

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Audience Participation:

The Ratios

#6

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Ratio of Likes/Talking About:

(likes talking about):1

16.7:1 Ratio

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Likes/Talking About

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Customer Care

#7

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Responding to Customers

• Real Time Signals

• Do this first

• Listen before anything else

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Nothing New

Consistency Matters

That “Ultimate Actionable” part

Responding to Customers

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Responding to Customers

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Actionable signals at work: Responding to (Potential) Customers

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Loyalty & amplify opportunity for one brand

Responding to (Potential) Customers

Missed opportunity for another

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Example of a big brand doing it right?

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Example of a big brand doing it right?

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What’s Getting Shared?

#8

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Tool Example: Buzz Sumo

Good Sampling Size

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Tool Example: Buzz Sumo

• Topic Research

• Type/Format

• Find the “why’s”

• Clues to customer behavior

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TO DO

Find YOUR angle – Don’t just “me too”

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Tool:

Muckrack.com/whoshared

Example:

NOTE: No Twitter data

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Tool:

Muckrack.com/whoshared

Example:

NOTE: No Twitter data

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Free Tool: bitly

bit.ly

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• Realtime Analytics

• Key Metrics

bitly

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bitly

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Pinterest Source

www.pinterest.com/source/www.bettycrocker.com

www.pinterest.com/source/URL

Betty Crocker Example

What you already have:

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True Engagement

Metrics

#9

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True Engagement Metrics

• Conversion Rate• Comments/Replies

• Applause Rate• Favs/Likes/+

• Amplification Rate• Shares/RT/Clicks

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Dashboard

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Tool: True Social Metrics

Inspired by a blog post

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True Social Metric: Engagement Metric

• Calculate a value/weight of:– A share (SW = ShareWeight)– A comment (CW = CommentWeight)– A like (LW = LikeWeight)

Engagement = ( #shares X SW) + ( #Comment X CW) + ( #Likes X LW)

Note: not all comments are created equal, may require different weightings

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True Social Metric: Engagement Metric

• Use Engagement Metric to plot data as required to demonstrate– Best days of week for Engagement– Best time of day for posting/Engagement– Which types of activity yield best engagement– Plot against demographic information – Etc.

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Engagement Metric by Type by Day of Week

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Engagement Metric by Hour by Day of Week

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Engagement Metric by Demographic

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Engagement Metric by Demographic by Type

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Useless Metrics

#10

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Useless Measurements

• Followers• Fans• Likes• Reach• Tweets• Posts• Mentions• Impressions• Most “Scores”

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“Reach & Impressions” Metrics

• Fundamental Flaws

• Not Actionable

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Bonus: Final ThoughtONE ENTHUSIASTIC unpaid brand advocate is worth more than 1 million unengaged followers who never see your posts

Success measurement might equal no more than one of these

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Bonus: Final Thought #2

Social Media Analytics:

Don’t wait for the dashboard to take action………

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Thank You

Alan K’necht @aknecht

/in/aknecht

Join me on Monday nights at 9pm for#SocialChat on Twitter & more

alanknecht

+AlanKnecht