Getting actionable insights from better social media measurement.Social Media Insight 2013.

#SocialMediaInsight#FreshEgg

Dara Fitzgerald – Head of Insight for Fresh Egg • Works with clients including: Eurostar, John Lewis

and Maplin• Speaks at events such as BrightonSEO, JUMP and

MeasureFest• Can juggle

David Somerville – Head of Social Media for Fresh Egg• Works with clients including: Confused.com,

Adecco and Vodafone Australia• Speaks at events such as BDMF, plus runs Brighton

Social Media• Can also juggle!

Who are we?

• Fresh Egg - an integrated digital marketing agency• We create awesome campaigns using a mix of:

• Paid and organic search• Display advertising• Analytics and insight• Social media • Web design and build

• Offices in London, Worthing and Sydney home to over 80 busy Fresh Eggers

Who are we?

• Questions to consider• Planning – objectives and KPIs• Basic and better metrics• Social media tools• Tracking social media plugins• Campaign tagging• Dashboards• Multi-channel funnels• Key takeaways

Today we will cover…

1. Before you start tweeting, posting, following, or friending, are you clear on how you are going to be supporting business objectives as a result of your efforts?

2. How do your customers and potential customers interact and engage with you?

3. How are you integrating social media activity within your wider marketing mix?

4. Have you moved beyond the like and follow? How are you measuring success?

Key questions

Planning – objectives and KPIs.Getting actionable insights from better social media measurement.

Why are you doing this activity?

Setting clearly defined OBJECTIVES is vital to the planning and success of a social media campaign or strategy

How are you going to measure the success of this activity?

Each social media campaign needs to have measureable KPIs to help with reporting – these will help show if you have achieved your OBJECTIVES

Planning – Objectives and KPIs

Basic and better metrics.Getting actionable insights from better social media measurement.

• To help measure the effect of your social media activity there are several basic metrics you can use:

• Size of communities – Page likes/followers for Facebook, Twitter, LinkedIn etc

• Engagement metrics – Likes, Comments, Shares, Retweets, Replies, +1s etc

What can be measured? Basic metrics

• Better metrics should be used to give a deeper understanding of your social media activity – here are 4 better metrics to use:

• Conversation rate – the level of conversations your posts generate

= # of audience comments (or replies) per post (and average # per post)

• Amplification rate – the rate at which your followers take your content and share it through their network

= Twitter: # of retweets per tweet (and average # per tweet)= Facebook: # of shares per post (and average # per post)

What can be measured? Better metrics

• Applause rate – the level of applause users give your posts

= Facebook: # of likes per post (and average # per post)= Twitter: # of favourites per tweet (and average # per tweet)= Google+: # of +1s per post (and average # per post)

• Economic value – the level of value each social media visitor brings to your website (this will depend on the goals with values your site has)

= total value of completed macro and micro conversions / # visits from social network

What can be measured? Better metrics

Social media measurement tools.Getting actionable insights from better social media measurement.

On platform tools

Third party platform tools

Social shares tracking tools

Brand monitoring tools

Tracking social media plugins.Getting actionable insights from better social media measurement.

Social media plugins

Custom social plugins require individual tracking – G+ tracks automatically

ShareThis & AddThis allow easier GA integration

Campaign tagging.Getting actionable insights from better social media measurement.

• Tagging all of your social media activity helps to prove exactly how this is performing in terms of resulting traffic to your website

• Tag all of your links with Google UTM parameters/tags – when someone clicks on your link you will see the results in Google Analytics

Campaign tagging

• Ensure that the SOURCE is ‘facebook, ‘twitter’, ‘linkedin’, etc. and the MEDIUM is ‘social’

• This is important as in Google Analytics ‘Social’ with a capital ‘S’ is different to ‘social’

• This is quick and easy to do – use the Chrome extension ‘Google Analytics URL Builder’

• Tag the link and then use a link shortener (i.e. Bitly)

Social media traffic – tag your social media activity

Dashboards.Getting actionable insights from better social media measurement.

Dashboards

Multi-channel funnels.Getting actionable insights from better social media measurement.

• Assisted conversions have helped to prove that social media (and other channels) DO help drive conversions (and revenue) as part of the marketing process

• Multi Channel Funnels show the number of ‘last click’ conversions and the number of ‘assisted’ conversions for each channel

Multi Channel Funnels – Assisted Conversions

Micro-conversions

Brochure download goalEcommerce transaction

• In this example, social media drives micro-conversions more effectively than primary conversions.

• Custom variables could be used to tag users who complete micro-conversions • Subsequent primary conversions can then be measured & segmented by CVar.

Summary.Getting actionable insights from better social media measurement.

1. Before you start tweeting, posting, following, or friending, are you clear on how you are going to be supporting business objectives as a result of your efforts?

Embrace the power of planning

2. How do your customers and potential customers interact and engage with you?

Learn about your audience and use these learnings

Key questions – the key takeaways

3. How are you integrating social media activity within your wider marketing mix?

Integrate social media intelligently into your overall digital strategy

4. Have you moved beyond the like and follow? How are you measuring success?

Use BETTER metrics

Key questions – the key takeaways

Social media tools:

Sprout SocialTweetReachCircleCountPinalyticsStatigramSocial Crawlytics

Useful links

LinkTallyShared CountHashtrackingBrandwatchSocial MentionSentiment140

Google Analytics tools:GA DashboardGA URL builder Chrome extension