Lion Brand Social MediaMeasurement and Analysis

Ilana RabinowitzVP of Marketing@Ilana221

Lion Brand Social Media

Lion Brand Yarn

Ilana Rabinowitz

Measuring and tracking the Social media influence

Visitors (trends, loyalty)

Goals (conversions)

E-commerce tracking (orders, revenue, product performance)

Lion Brand Yarn

Ilana Rabinowitz

Page/Visits

Social Media TrafficReferring Traffic

(+11%)

Bounce Rate

Social Media TrafficReferring Traffic

(+6%)

Visitors Loyalty

Returning Visitors

Social Media TrafficReferring Traffic

(+7%)

Lion Brand Yarn

Ilana Rabinowitz

Goals Conversion Rate

Newsletter SubscriptionSocial Media TrafficReferring Traffic

(+200%)

Catalog Request

Social Media TrafficReferring Traffic

(+80%)

Submit Order

Social Media TrafficReferring Traffic

(+13%)

Lion Brand Yarn

Ilana Rabinowitz

Social Media Analysis

Measurement Content Analysis

Lion Brand Yarn

Ilana Rabinowitz

Twitter Measurements

1. Bit.ly links – measuring click throughs with special branded URL (lby.co)

2. New followers – tracking our influence

3. TweetDeck – staying in touch with what’s happening now

4. TwitPic – posting photos and videos

Lion Brand Yarn

Ilana Rabinowitz

Twitter Measurements

5. Twitatyzer (http://www.twitalyzer.com) – your and competitors’ impact analysis.

Lion Brand Yarn

Ilana Rabinowitz

Twitter Measurements

6. Twitter Grader (http://twittergrader.com) – measures the power and authority of your twitter profile.

Lion Brand Yarn

Ilana Rabinowitz

Twitter Measurements

7. Klout (http://klout.com/) – determines your twitter influence level

Lion Brand Yarn

Ilana Rabinowitz

Facebook Measurements

1. Engagement

2. Daily new Likes

Lion Brand Yarn

Ilana Rabinowitz

Facebook Content Analysis

Lion Brand Yarn

Ilana Rabinowitz

We asked our fans to tell us their favorite material for hooks and needles.

Here’s a visual representation of the top 25 most used words in the post:

1. Views

2. “Hot” spots

3. Demographics (compare to Facebook and website)

4. Community engagement (how many times have viewers rated, favorited or commented on video)

5. Subscribers

Youtube Measurements

Lion Brand Yarn

Ilana Rabinowitz

Lion Brand Blog

Lion Brand Yarn

Ilana Rabinowitz

Top content analysis

1. Perfect Sweaters for Your Body

2. Fall Fashion Trends

3. Did You Know…? Vanna’s Choice Colors Are Meant to Mix and Match

4. How to Crochet a Basic Beanie

5. What’s in Your Project Bag?

6. …

Interest in how to better use our productsPreference for heavy use of photosInterest in how to select clothing to fit body typeInterest in our take on fashion trends for our consumersPrefer opportunities to give an opinion in the comments

Conclusions

Lion Brand Yarn

Ilana Rabinowitz

– for generating Word Clouds http://www.wordle.net

Helpful Free Tools

– feedburner stats to track the numbers of subscribers http://feedburner.google.com

– mentions of your brand in blogosphere http://www.blogpulse.com/

Lion Brand Yarn

Ilana Rabinowitz

Take-aways

Social media does not operate in a vacuum. It is effected by your website and newsletter and visa versa Consider this when evaluating success.

  Measurement should be made against goals. How

well you are doing depends on what you are trying to accomplish.

  Not everything about social media is measurable.  Measurement is part quantitative (analytics) and part

qualitative (analysis).  Social media can help you grow revenue, members

and subscribers but should also help improve your all marketing efforts.

Thank you.

Ilana RabinowitzVP of Marketing@Ilana221