social media summer school - session 7 (measuring social media success and google analytics)
TRANSCRIPT
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#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary
Rare CommunicationsSocial Media Summer School
Wifi: Wurst-Guest Password: 123Wurst
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Live Tweeting!Ask your Social Media Questions to:
@rareresults or #SMSummerSchool
slideshare.net/rareresults
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#SMSummerSchool @rareresults @WurstCalgary @AcceleratorYYC
• A Digital Measurement Approach
• Functions of Social Media
• Measuring Social Media Success
• Google Analytics
• Questions
Today’s session will cover:
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary
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A Digital Measurement Approach
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary
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A Digital Measurement ApproachYou can’t measure everything, choose wisely.
• Audience
• Function
• Business Goals
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AudienceALL marketing measurement is driven by audience.
• Discard every metric that isn’t audience specific
• Traffic to our website is up 5%
• Who are those visitors?
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FunctionOnce you’ve established the audience, think about the function.
• If the extra traffic to your website is returning
customers, why are they there?
• Support vs. Purchase
• Customer Intent
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Business GoalsDetermine your most important business goal first.
• Engage existing customers
• Drive sales
• Grow awareness of offerings
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Functions of Social Media
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary
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Not a Single FunctionSocial media should never be narrowed down to a single function.
• PR
• Marketing Campaigns
• Customer CRM
• Customer Community
• Customer Support
• Evangelism
• Research
• Sales Campaigns
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Which Function is Most Important?Dependent on the size of your following and industry.
• Retail
• Services
• B2B
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Measuring Social Media Success
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary
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Working vs. NotBased on retweets, likes, favourites, clicks & comments.
• Top 5 most engaged posts
• What topics?
• What did people say?
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Adapt & BuildBased on your most effective posts.
• Adapt new posts to be similar to effective topics
• Expand on most engaged topics
• Build a list of most engaged topics over time
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OptimizeUtilizing hashtags, keywords & other @names
• Use industry specific hashtags or trending
hashtags (Facebook, Twitter & Instagram)
• Use keywords and phrases that resonated with
your audience in previous posts
• Tagging and mentioning supporters/customers
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Potential MetricsDepending on your goals, you may choose one or many metrics.
• Likes per post
• Comments/replies per post
• Brand mentions (based on sentiment)
• Outgoing likes/favourites
• In-store mentions of social media
• Discount codes
• Retweets incoming/outgoing
• Followers
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Google Analytics
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary
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Google AnalyticsFree tool from Google that allows you to monitor your website and
marketing performance
• Monitor the effectiveness of your website
how many unique visitors?
how long do they spend on my site?
how many people bounce off my page?
• Monitor marketing campaigns
how many visitors from ‘x’ campaign?
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GoalsYou can’t manage what you don’t measure
• Setting up goals in your analytics is relatively easy…it
then allows you to measure multiple marketing channels
at once to determine your most effective practices, and
make them more effective.
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Key Stats
• Unique Visitors
• Time on Site
• Bounce Rate
• Goals Completed
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Live Demo
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Key Learnings
• Need to add more product links to campaign
• Encourage people to visit site
• Use more @brandx tags
• Tell our story more
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Thank you for attending!
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary
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Questions?
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary