how to measure success of social media - social media in utilities conference

How to Measure the Success of a Social Media CampaignConor Barron Bord Gáis Energy

11.04.2016

Digital Communications Manager Bord Gáis Energy

Working in Digital since 2008

Held roles in Bord Bia (Irish Food Board) and Dublin City University

MSc. eCommerce from Dublin City University

Training for the Ironman 70.3 in Dublin in August

Conor Barron @Cbarron15

About me

Agenda What is social media success?

A framework for achieving SM success

Reaching & engaging with the right customer

How to choose the right KPIs

Questions

What is social media success?

Awesome content that adds value to your users and helps

to achieve your business goals

How to achieve success

SOSTAC Model

A Framework for Success

Situation Analysis

Internal Analysis

External Analysis

Competitor Monitoring

Wider Cultural Environment

1234

Objective Setting

S

M

A

R

T

Specific

Measurable

Achievable

Realistic

Time-bound

STRATEGY DEVELOPMENT

We will increase our market share X% in 2016 by growing our customer

acquisition by Y% and reducing our customer losses by Z%

Strategy Development

Grow Acquisition

Reduce Loss

Tactics

Set targets

Be SMART

Bench- mark

Send your content out into the world

Implement your tactics

Create your content, share it, and promote it

Actions

Control

Review the results

Develop insights

Optimise your content

How to reach the right people on social media

Chasing perfect the storm

Social Media Sweet Spot

Customer

Messaging

Medium

Timing

Customer

Develop a detailed pen portrait of your customer

Look at where they spend time online

Your content plan should reflect your target users online usage habits

Messaging

Be Entertaining Provide Utility Give Information Away

Medium

Timing

How to pick the right KPIs

How to pick the right KPIs?Set Targets

Conversation rateAmplification rate

Economic ValueApplause rate

# of comments (replies) per post On Twitter - # of Retweets Per Tweet

On Facebook, Google Plus - # of Shares Per Post

# of Likes, Favourites, +1s per post Value of Macro and Micro Conversions

Avinash Kaushik

Courtney Seiter – Buffer

Activity

Reach

Engagement

Acquisition

Conversion

Retention & Advocacy

The output of your social team

Your audience and potential audience

Creating a relationship

Interactions and interest in your brand

Actions, sales and results

Happy customers and brand evangelists

The Purchase Funnel

Awareness

Advocacy

Consideration

Transaction

Loyalty

Awareness

Advocacy

Consideration

Transaction

Loyalty

YouTube - Video Views

Facebook - Landing Page

Arrivals

Twitter - Online Sign Ups

Measurement tools

Facebook Insights Twitter Analytics Google Analytics Google URL Builder LinkedIn Insights YouTube Analytics Snapchat Instagram Cloud90 Union Metrics Hootsuite Bitly iConSquare BuzzSumo Moz – Follower Wonk Buffer Klear

And finally…

Social is just another marketing channel

The right message to the right person at the right time

Provide actionable insights to improve your marketing efforts

THANK YOU

@Cbarron15

cbarron@bordgais.ie

https://ie.linkedin.com/in/conorbarron

Conor Barron @Cbarron15