measurement
TRANSCRIPT
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Defining Success
Measuring Your Social Media Effort
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What is the worth of a conversation?
• Desired action– Engagement
– Decision
– Change in sentiment
– Lead generation
– Purchase
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Calculating ROI
• Deduct cost of social media work
(time, money) from the income
generated
• Positive result = profitable investment
• Negative result = time to review
strategy and tactics
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Calculating ROE
• Not everything is numbers
• ROE = return on engagement
• Assign value to the qualitative
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What to Measure
• An overview of potential
metrics to include in your
reporting
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Layer One• Website
– Web hits, unique visitors
• Social Media
– Fans, followers, clicks
• External online environments
– Number of mentions
– Brand placements
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Layer Two
• Time on site
• Page views per visit
• Comments
• Subscriber count
• Bounce rate
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Layer Three• Twitter
– Mentions, retweets• Facebook, LinkedIn
– Likes, comments• Media-sharing
– Views, comments, subscriptions, tags• Social news/bookmarking sites
– Votes, shared content• Review sites
– Number and quality of reviews
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Layer Four
• Sentiment• Conversation volume• Conversation trends• Keyword trends• Customer service queries
handled
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Information Overload
• How to measure all of these metrics?
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Measurement Tools
• Google Analytics
– Free and robust
– Tracks eyeball and engagement metrics
– Also track goals, direct purchases and leads
• Facebook Insights
• Twitter content management tools
– Content management tools
– Web URL shortening tools
• Social Mention
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Let’s look at ANALYTICS
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Let’s Take a Look
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Let’s Take a Look
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Let’s Take a Look
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Let’s Take a Look
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Facebook Insights
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Content Management Tools
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Web URL Shortening
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Qualitative/Conversation Data
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What to do with all the data?
• Choose metrics that map back to
your goals, objectives and strategy
• Develop a dashboard
• Engage in ongoing measurement
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Topline Takeaways
• Know how you’re going to measure progress
• Focus on engagement metrics over pure
eyeball metrics
• Select an easy-to-use web analytics package