prove your worth: social media measurement
TRANSCRIPT
ABOUT ZONTEE• Strategist for leading consulting firm Convince & Convert, founded by Jay Baer• Digital marketing expert & founder of her own consultancy, Media Volery, in NYC• Adjunct professor of communications at the City College of New York• Advise brands from Indiana University to Allstate Insurance
SEE: BUILD AWARENESS• Changes in brand
awareness/recognition• Percent of new
visits/visitors to the website
• Volume of social chatter and enagement/interaction
• Clicks on Youtility-driven content
THINK: MAKE THEM CONSIDER• Repeat visits within a
specific period• Pages viewed per visit• Behavior/flow• Click-through rates from
product-specific content• Leads generated from
social channels or content
DO: CONVERT THEM• Conversion rate• Abandonment rate• Accounts/logins created• Time spent on customer-
specific pages• Customer loyalty/churn
CARE: ENGAGE WITH THEM• Customer loyalty• Repeat purchases• Net promoter scores/
likelihood to recommend• Participation in customer
communities• Number of reviews• Volume of social chatter
YOUR TURN!
• Identify one type of social content you’re creating currently for your business at each stage: See, Think, Do, Care
• Define the key metric for that execution
• Is there more than one audience stage that this content might impact/reach?
SEE: HOW ARE THEY ENGAGING?• Establish benchmarks for
success• Measure results for each
target group• Track each individual
version of your content
THINK: WHAT ARE THEY DOING?• Track behavior flow• Look at efficacy of
retargeting ads• Measure behavior within
automations/series
DO: WHY HAVE THEY COMMITTED?• Test and optimize
shopping cart flow/conversion flow
• Send follow-up surveys• Measure activity levels
within the first 30, 60, 90, 180 days
CARE: WHAT DO THEY VALUE?• Survey regularly• Listen for community
participation and monitor user-generated content
• Benchmark tone, sentiment, and volume of social chatter
MEASURING MULTIMEDIA
Tracking is about thinking end-to-end. You have to build action-worthy content in the first place.
• Ebooks• Slideshows• Video• Podcasts
VIDEOS & PODCASTS• Uniquely searchable
titles• Calls-to-action (hashtags,
search terms on-site) • On-screen/spoken short
URLs• Special codes• Post-credit content
IN ADDITION TO NATIVE TOOLS & DASHBOARDS…
Social Media Metrics
Competitive Benchmarking
Social Listening & Sentiment Analysis
Website Tracking
TOOLS FOR EACH STAGESee Think Do Care
• Conversation Score
• Wolphram Alpha • Facebook Report• LikeAlyzer• Social Bakers• Sysomos• Talkwalker• Zignal Labs
*free/freemium/low cost
• Hotjar• Google Analytics• CrazyEgg• KISSmetrics
• Segment• Usability Tools
• Peek• Optimizely• User Testing
• Survey Monkey• Google Consumer
Surveys
• Survey Monkey• Google Consumer
Surveys
• Conversation Score
• Agora Pulse Facebook Barometer
• Talkwalker• Brandwatch
KEY TAKEAWAYS• Set content goals based
on the stage of the customer journey addressed by that content
• Define success so you’re measuring apples to apples
• Look at the right metrics for each stage of the customer journey
• Measure against your competition, listen actively, track specifically
• Attribute each touchpoint in a way that acknowledges its value
• Keep adjusting what you’re measuring to reflect your business goals