measuring up with social analytics

May 21st, 2015

Measuring Up With Social Analytics

Dane Cobain

Social Media Specialist

@DaneCobain

searchmarketingexpo.com@DaneCobain

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Introduction


Hi, I’m Dane!

- Social media specialist of four years

- Currently working at B2B2C creative agency fst the Group

- Strategist/Marketer/Copywriter

- Industry speaker/commentator

- @DaneCobain

- [email protected]

- (+44) 1628 498514

mailto:[email protected]


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Introduction


Today, we’ll be talking about

- Establishing your KPIs

- Measuring what matters

- Facebook/Twitter analytics

- Google Analytics


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Introduction

What are you trying to achieve?Typically varies depending upon the goals of your campaign

The main goals of social media marketing:- Brand exposure- Sales- Engagement- Share of voice- Traffic- Customer service


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Introduction

Let’s have a show of hands!

- Brand exposure

- Sales

- Engagement

- Share of voice

- Traffic

- Customer service

BRAND EXPOSURE


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Brand Exposure

The Classic KPI

With brand exposure campaigns, the goal is to reach as many people as many times as possible

Like a radio ad or a TV spot

Sales lifts are nice, but they’re not what this type of campaign is about

Instead, the aim is to introduce new people to the brand

They can be converted into paying customers at a later date


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Brand Exposure

Key Metrics:

IMPRESSIONS:

• The number of times your message appeared in front of users

REACH:

• The number of unique people who were reached

IMPRESSIONS PER USER

• How many times the average person viewed your message


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Sales

The Smart KPI

Everybody wants to make a sale, right?

Social doesn’t always lead to immediate sales, but it can do with clever tactics

Measuring sales is the best way to see whether your campaign generated a positive ROI

Paves the way for further optimisation:

• Don’t just see how many sales came through social

• Find out which social network drives the most sales, or the highest value purchases, or has the lowest cost per acquisition

Sails – geddit?


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Sales

Key Metrics:

CONVERSIONS:

• How many people bought something?

BASKET VALUE:

• How much are people spending?

CONVERSION RATE:

• What percentage of people are making a purchase?

ENGAGEMENT


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Engagement

The Social KPI

Optimising for engagement doesn’t mean that you won’t get sales, too!

Engaged followers are more likely to buy from you in the future

Sales is often a short term push; engagement shows you’re in it for the long haul

• 38% of Facebook users report having purchased a product after engaging with a brand on the network

• 78% of people say that companies’ social posts impact their purchase decisions


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Engagement

Key Metrics:

ENGAGEMENT RATE:

• What percentage of your social followers interacted with you in the last week?

PROPORTION OF LIKES/COMMENTS/SHARES:

• How engaged are your followers? You’re more engaged if you comment on or share something than if you simply ‘like’ it

ORGANIC REACH:

• More reach = your post is more engaging

SHARE OF VOICE


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Share of Voice

The Competitive KPI

This measurement is all about benchmarking against your competitors

What slice of the pie do you have? Are you getting more social mentions than your main competitor?

The goal for share of voice campaigns is to increase the percentage of overall mentions that your company receives

I.E. McDonald’s tracking their percentage of mentions when people are talking about fast food, versus KFC, Burger King and Taco Bell.

Dedicated tools are available to measure share of voice


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Share of Voice

Key Metrics:

SHARE OF VOICE:

• What percentage of the branded conversations are you mentioned in?

SHARE GROWTH:

• How much has your share of voice increased/decreased over the last month/quarter/year

See: http://bit.ly/SMXsocialmonitor

TRAFFIC


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Traffic

The Lazy KPI

One of the simplest KPIs to track, but also one of the least relevant

It’s easy to drive traffic to your website – what matters is what it does once it gets there

Best practice: If traffic is one of your KPIs, choose something more specific (i.e. sales) to partner it with

The main exception here is for news sites, or other sites which rely on advertising revenue to make money


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Traffic

Key Metrics:

LINK CLICKS:

• The number of times people have clicked on a link that you share (use bit.ly to track traffic to third parties)

INCOMING WEB TRAFFIC:

• The number of visits to your website through social

SOCIAL TRAFFIC GROWTH:

• How quickly your level of incoming traffic is growing month on month

CUSTOMER SERVICE


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Customer Service

The Caring KPI

42% of people who complain through social expect a response within an hour

Some brands have generated a positive ROI purely by reducing the number of calls to a call centre

Here, the goal is customer satisfaction

Many brands carry out social customer service without even realising it

Like anything, it ought to be measured


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Customer Service

Key Metrics:

PERCENTAGE OF QUERIES WITH RESPONSES:

• This number should be as close to 100% as possible

AVERAGE RESPONSE TIME:

• How long does it take you, on average, to respond to a comment?

NUMBER OF CALL CENTRE CALLS:

• The number of customer service calls that you receive – it should decrease as more and more customer service takes place on social

ANALYTICS SOFTWARE


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Analytics Software

Three Key Tools:

We’ll be taking a whirlwind tour of three key analytics tools

FACEBOOK INSIGHTS:

• Extremely powerful in-built analytics software

TWITTER ANALYTICS:

• In-built analytics, plus useful third-party apps

GOOGLE ANALYTICS:

• A must for any website

FACEBOOK INSIGHTS


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Facebook Insights

Key Features:• Conversion pixel: Allows you to track

Facebook traffic behaviour on your website and to optimise your ads based on conversion

• Engagement reports: Shows you how people are engaging with you, including post clicks

• Net likes: Shows when people ‘liked’/’unliked’ your page – look for peaks!

• When your fans are online: Tells you which times of day and days of the week your followers are browsing Facebook

• People: Important demographic data about your audience

TWITTER ANALYTICS


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Twitter Analytics

Key Features: • Tweet Highlights: Shows you your top tweet,

mention and follower

• Summary: Shows you number of tweets, number of impressions, profile visits, mentions, followers and more

• TweetReach: Third-party application to estimate the reach of competitor tweets/hashtags

• Fakers.StatusPeople.com: Third-party app telling you how many of your followers are fake accounts

• DemographicsPro: Third-party app which estimates overall demographic data of your followers

GOOGLE ANALYTICS


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Google Analytics

Key Features: • Social Overview: Shows you which social

networks drove traffic, as well as which URLs were shared

• (Assisted) Conversions: Shows you how many of your social visitors carried out an action of your choice

• Secondary Dimensions: Allows you to further segment your social audience (i.e. Facebook visitors who were using an iPhone)

• Behavioural Analysis: The technique by which you analyse the site behaviour of visitors from social when compared to other sources

IN SUMMARY


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Thanks for listening!

Remember the main goals of social media marketing:

- Brand exposure- Sales- Engagement- Share of voice- Traffic- Customer service

Contact Me:

- @DaneCobain

- [email protected]

- (+44) 1628 498514

mailto:[email protected]


#SMX #24a

measuring up with social analytics

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