iabc social media measurement workshop

How long is a piece of string

Prepared by: Kevin Hayes Communicatto Inc.

IABC  Digital  Measurement  Workshop  

© 2014 communicatto, a social media agency

© 2014 communicatto, a social media agency

Your pilot Kevin  Hayes  Digital  Media  Strategist  Communica?o    @kevinhayesca  |  @communica0o    |  #IABCyycEvents  kevin@communica0o.com  

© 2014 communicatto, a social media agency

The agenda

Let’s  tell  stories  

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The agenda

•  Digital  media  review  •  Exercise  •  5  quesHons  analyHcs  should  answer  •  Q&A  

The purpose of social

© 2014 communicatto, a social media agency

© 2014 communicatto, a social media agency

The purpose of digital

Website  blog  

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Digital framework

People  ObjecHves  Strategy  Technology  

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•  Situation •  Objectives •  Audience •  Personas

Digital framework

•  Strategy •  Tactics •  Actions •  Creative

•  Crisis •  Controls •  Resources

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Credit:  Preview  Networks  

© 2014 communicatto, a social media agency

What’s your score card?

Pla;orm   Media   Achievement  Website   Owned  Social  media   Social  SEO   Earned  AdverHsing   Paid  Blogs/Public  conversaHon   Earned  

How do we know what is working?

© 2014 communicatto, a social media agency

Content  consump@on    •  Are  people  engaging  with  our  content?  •  Do  they  care  what  we  have  to  say?  •  Is  it  making  a  difference?  •  Did  we  influence  Hcket  sales,  change  

opinion,  hire  more  people,  <insert  business  problem  here>?  

What  are  the  most  important  outcomes?  

© 2014 communicatto, a social media agency

Conversions

Digital  Media  AcHvity  

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Conversions

Digital  Media  AcHvity  

Digital  Media  AcHvity  

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Your funnel of success

•  Total  website/blog  traffic  •  Fan/Follower  base  •  Impressions/Reach    •  Content  read  •  Time  on  site  •  Bounce  rate  

   •  Time  on  site  •  Content  consumed,  customer  response  

 •  Move  to  website    •  Share  content  

•  View  specific  content  •  MenHon  story  in  news  •  Buy  widget  •  Apply  for  job  

© 2014 communicatto, a social media agency

The readers

Data  nerd   MarkeHng  Manager   Directors   CEO  

Image  source:  kaushik.net  

© 2014 communicatto, a social media agency

Goals  

Outcomes  

The  purpose  for  your  existence  

Goals  Goals  

KPI’s   KPI’s  KPI’s  

Target’s   Target’s   Target’s  

© 2014 communicatto, a social media agency

Increase  in  social  media  conversaHon   Increase  in  website  traffic   Blog  content  consumed  

•  Build  community  •  Increase  in  engagement  •  Leverage  influencers  

•  Increase  in  blog  readership  •  Increase  traffic  from  search  

engines  to  product  page  producing  page  views  

•  Conversion  goals  met  

•  Time  on  site  is  above  average  

•  Low  bounce  rate  •  Page  views  are  about  

average    

•  Generate  more  inbound  traffic  •  Increase  awareness  •  Generate  conversaHon  with  community  

Build  awareness  of  the  posiHve  economic  impact  that  the  Chimney  Sweepers  of  Canada  contribute  

•  Increase  fans  by  7%  •  Increase  shares  by  

12%  •  Get  menHoned  in  1  

blog  post  

•  Acquire  15  new  subscrib.  •  Increase  inbound  page  

views  by  15%  •  Develop  conversion  path  

•  Increase  duraHon  to  1:45  •  Decrease  bounce  rate  to  

42%  •  Increase  page  views  to  

2.45  

© 2014 communicatto, a social media agency

5 W’s of a measurement plan

Why  measure:  Your  existence    Where  you  stand:  Internally  &  Externally    When  to  validate:  Monthly  |  Quarterly  |  Annually    What  to  measure:  The  framework    Who  needs  to  understand:  the  boss,  you,  funders,  the  board  

© 2014 communicatto, a social media agency

What you see is the tip of the iceberg

What do you look like?

© 2014 communicatto, a social media agency

© 2014 communicatto, a social media agency

Social  Audience  

Company  1        Company  2        Company  3  

38,951  

18,896  

8,110  

© 2014 communicatto, a social media agency

Social  AcHvity  

Company  3        Company  2        Company  1  

123  

93  

48  

© 2014 communicatto, a social media agency

Social  Engagement  

Company  1        Company  2        Company  3  

445  

439  

435  

Exercise!

© 2014 communicatto, a social media agency

Components

We  need  more  Twi?er  followers!  

Facebook:  855  fans  Twi0er:  358  followers  Blog:  600  visits  per  month  

Twi0er  •  QuesHons  about  your  farm  •  Where  to  buy  •  Complaints  

Facebook  •  Recipes  •  Cheese  events  •  Behind  the  scenes  

•  Digital  wine  and  cheese  •  Wine  pairing  webcasts  •  How  to  throw  a  killer  party  •  Cheesiest  joke  compeHHon  

Blog  

Exercise  1  

Top 5 measurement questions

© 2014 communicatto, a social media agency

Your job

Image  source:  yourstory.com  

© 2014 communicatto, a social media agency

What to measure

Website    •  Visits  and  visitors  •  Bounce  rate  •  Exit  rate  •  Conversion  rate  •  DuraHon  •  Traffic  Sources  •  Exit  page  

Social  media    •  Engagement  •  Comments  •  Shares  •  Clicks  anywhere  

•  Reach/Impressions  •  Content  consumed  •  Click  through  rates  •  Frequency  •  Community  building  

© 2014 communicatto, a social media agency

5 questions that translate digital into English

1. Are  we  reaching  the  right  people?  2. Is  our  content  useful?  3. Are  they  doing  something  we  care  about?  4. Is  this  affecHng  our  business  posiHvely?  5. Are  we  setup  for  success?  

Are we reaching the right people?

© 2014 communicatto, a social media agency

Age, location, geography

© 2014 communicatto, a social media agency

Are we reaching the right people?

43.46%  43.66%   1.37%   1.07%   0.13%  1.65%  

© 2014 communicatto, a social media agency

Are we reaching the right people?

© 2014 communicatto, a social media agency

Are we talking to the right people?

Industry  

Seniority  

© 2014 communicatto, a social media agency

© 2014 communicatto, a social media agency

© 2014 communicatto, a social media agency

Check the list

© 2014 communicatto, a social media agency

© 2014 communicatto, a social media agency

Summary

Are  we  talking  to  the  right  people?    -­‐  Age,  gender,  geography  -­‐  Demographic  aligns  with  digital  strategy  personas  -­‐  Interest  groups  are  in  alignment  -­‐  No  reporHng  tool  has  the  perfect  informaHon  

Is your content useful

© 2014 communicatto, a social media agency

Useful content

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© 2014 communicatto, a social media agency

© 2014 communicatto, a social media agency

Not everyone on Facebook is a winner

© 2014 communicatto, a social media agency

How to measure usefulness

Twi0er   Imp   Eng   RT’s   RP   Fav   URL  Cl   Details   Emb.  Media.  Click  Who  needs  a  corner  office  when  you've  got  views  like  this?  Send  us  a  scenic  picture  of  your  broom!  #Chimneylife  h?p://t.co/1XtT7I0  

75,183   687   75   12   38   55   17   48  

Keep  sending  us  your  pics  of  #chimneys!  Thanks  @yvrchimneys  for  sharing  this  shot  of  this  beauty  Pot.  h?p://t.co/QBQiXEDep4   68,172   389   50   15   23   22   2   55  

Learn  about  the  #technology  that  is  going  to  make  this  chimney  the  warmest  in  town:  h?p://t.co/3WLmOv3kvJ  #Chimney   55,468   233   10   12   22   15   19   0  

Grow  your  career  with  us!  Here's  where  you  can  find  opportuniHes  to  join  our  team:  h?p://t.co/LWUbbH8PnF  #careers  

32,156   174   55   1   7   8   6   0  

Working  on  a  roof  can  sure  beat  working  at  a  desk.  RT  if  this  is  your  high-­‐rise  office!  #rooflife  h?p://t.co/wnsXUHJAWF   23,953   85   22   23   7   23   6   12  

Facebook   Type   When   Reach   Impressions   Engagement  Join our team as a chimney sweep! Our Western Canadian division is hiring: http://bit.ly/1ARvDhv #TakinCareOfChimneys Link

8-6-14 3:00 PM 13,559 38,984 7.4%

What is your next step? Grow your career close to home? Work abroad? Experienced hands, explore your options here: http://bit.ly/1vEgSjo6 Link

7-30-14 10:00 AM 12,564 37,771 6.8%

We're adding new Chimneys to houses, which means we're hiring! Check out the opportunities to sweep with us: http://bit.ly/1vEg4S5 #jobs Link

9-29-14 2:00 PM 8,900 17,323 4.2%

New job posting: We're hiring Broom makers for various chimneys in NS, MB, ONT. Apply here: http://bit.ly/1AdaD Om #chimney #yeg Link

8-1-14 9:21 AM 5,719 15,648 6.8%

Tell us: What made you choose a career in the #ChimneyInspection? Photo

9-30-14 10:00 AM 4,358 12,267 4.3%

© 2014 communicatto, a social media agency

Visitors

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Activity

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© 2014 communicatto, a social media agency

Pageviews

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The spike

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The spike

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On Facebook

Post Message Posted Reach

labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi http://ut.ali ex ea #commodo

8:15 AM 59,776

labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi http://ut.ali ex ea #commodo

3:38 PM 26,768

labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi http://ut.ali ex ea #commodo

1:02 PM 17,720

labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi http://ut.ali ex ea #commodo

10:07 AM 15,832

labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi http://ut.ali ex ea #commodo

12:30 PM 24,056

labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi http://ut.ali ex ea #commodo

7:00 AM 31,936

labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi http://ut.ali ex ea #commodo

12:30 PM 20,232

labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi http://ut.ali ex ea #commodo

7:00 AM 23,960

labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi http://ut.ali ex ea #commodo

1:57 PM 37,120

labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi http://ut.ali ex ea #commodo

7:00 AM 5,640

© 2014 communicatto, a social media agency

Is our content useful?

Is  our  content  useful?    Are  they  doing  something  with  the  content  •  Engaging  •  Sharing  •  Viewing  •  Findable  

Are they doing something we care about?

© 2014 communicatto, a social media agency

•  Shares  •  Likes  •  Comments  •  Website  clicks  •  Video  play  

© 2014 communicatto, a social media agency

•  Video  play  •  Comments  

© 2014 communicatto, a social media agency

•  Video  play  •  Comments  •  Page  views  •  Calls  to  acHon  •  Content  sale  

© 2014 communicatto, a social media agency

``

© 2014 communicatto, a social media agency

© 2014 communicatto, a social media agency

© 2014 communicatto, a social media agency

© 2014 communicatto, a social media agency

Is this affecting our business positively?

© 2014 communicatto, a social media agency

Image  credit:  moz.com  

© 2014 communicatto, a social media agency

Is this affecting our business positively?

ü  Is  the  content  being  consumed?  ü  Are  the  users  moving  around  your  social  plauorms?  ü  Are  people  coming  back  to  your  website?  ü  Are  you  providing  value  in  the  selling  process?  ü  Are  they  converHng?  

•  Views  •  Forms  •  Inquiries  •  Watching  content  

© 2014 communicatto, a social media agency

Exercise!

© 2014 communicatto, a social media agency

Components This  isn’t  working!  

Facebook:  855  fans  Twi0er:  358  followers  Blog:  600  visits  per  month  

1.  We  need  more  website  traffic!  2.  We  aren’t  selling  cheese  from  our  Twi?er  page!  3.  The  Pink  Cow  has  more  Facebook  fans  than  us!  4.  Let’s  buy  some  fans,  I  know  a  guy  in  India.  

Provide  counters  to  these  arguments  

Are we setup for success?

© 2014 communicatto, a social media agency

The 4 essentials

1. Digital  strategy  2. Editorial  calendar  3. Publishing  plauorm  4. Measurement  plan  

© 2014 communicatto, a social media agency

Strategy

People  ObjecHves  Strategy  Technology  

© 2014 communicatto, a social media agency

Editorial

Quarterly  Theme  

Month  1   Month  2   Month  3  

W1   W2   W3   W4   W1   W2   W3   W4   W1     W2   W3   W4  

© 2014 communicatto, a social media agency

Publishing

© 2014 communicatto, a social media agency

Measurement

Repor@ng:  $$  Listening:  $$  -­‐  $$$$  Analysis:  $$$$      •  Sprout  Social  •  NaHve  analyHcs  •  Google  analyHcs  •  Social  Bakers  

Simply  Measured  RivalIQ  

•  Zuum  •  Radian6  •  Heartbeat      

© 2014 communicatto, a social media agency

How does everyone play together?

Social  Media   Blog  

Website  Blog  Specific  landing  page  

Facebook  Twi?er  Linkedin  

Website  

© 2014 communicatto, a social media agency

Key element!!

© 2014 communicatto, a social media agency

The questions we are always answering

1. Are  we  reaching  the  right  people?  2. Is  our  content  useful?  3. Are  they  doing  something  we  care  about?  4. Is  this  affecHng  our  business  posiHvely?  5. Are  we  setup  for  success?  

Q&A Measuring Digital Media

Kevin Hayes, Digital Media Strategist

403 771 5229

kevin@communicatto.com @kevinhayesca | @communicatto Communicatto