Measuring Social Media Anna Harper-Hess Bizwatch Search Analytics marketing@bizwatchsearchanalytics.com  ~ www.bizwatchsea...
Anna Harper-Hess/Bizwatch <ul><li>MA in Liberal Studies with a focus on Sociology </li></ul><ul><ul><li>Digital Sociologis...
MYTH <ul><li>Social Media Marketing is Impossible to Measure. </li></ul>marketing@bizwatchsearchanalytics.com  ~ www.bizwa...
Measurable Objectives <ul><li>What are your goals? </li></ul><ul><ul><li>You must have a plan and have goals put into plac...
Online Marketing Works in Multiple Parts marketing@bizwatchsearchanalytics.com  ~ www.bizwatchsearchanalytics.com
Online Marketing <ul><li>You can choose to only work in one area, to get the best ROI it helps to work simultaneously with...
What Should You Measure? <ul><li>Engagement </li></ul><ul><ul><li>Are people listening and responding to your posts? </li>...
Engagement <ul><li>Numerous ways to measure engagement  </li></ul><ul><ul><li>Shorten URLS </li></ul></ul><ul><ul><li>Tool...
URL Shorteners <ul><li>Using URL shorteners in combination with a desktop Twitter tool is a great way to measure your effo...
Hootsuite <ul><li>Hootsuite provides insightful stats </li></ul><ul><ul><li>Region info, popular messages, top influencers...
Klout <ul><li>Free service that shows you who you influence and who influences you </li></ul>marketing@bizwatchsearchanaly...
Grader.com  <ul><li>Free service from Hub Spot </li></ul><ul><ul><li>See how influential your Twitter, Facebook, Blog, etc...
Facebook Insights <ul><li>Facebook Insights provides demographic data, pageview data, media consumption info </li></ul>mar...
The Old Fashion Way <ul><li>When you post something do people comment, retweet, @ message you or direct message you? </li>...
Brand Buzz <ul><li>Who is talking about you or your brand? How is your brand message reaching the masses? </li></ul><ul><u...
Google Search <ul><li>Completing a Google Search every few weeks is a good way to see how your brand is populating through...
Twitter Search <ul><li>Search on your company or brand name and see what people are saying </li></ul><ul><ul><li>Resolve c...
Addictomatic <ul><li>Allows you to see the buzz around your brand </li></ul><ul><ul><li>Helps to see where you need to foc...
Social Mention <ul><li>Four part measurement system </li></ul><ul><ul><li>Strength of your brand - how likely is it that y...
Social Mention marketing@bizwatchsearchanalytics.com  ~ www.bizwatchsearchanalytics.com
Leads <ul><li>Online marketing requires a measurable lead generation process </li></ul><ul><ul><li>Contact us form </li></...
Google Analytics <ul><li>Free software for your website that allows you to track visits, bounce rate, time on site, conver...
Google Analytics <ul><li>Through Google Analytics you can see where people are coming from to get to your site. </li></ul>...
Google Analytics <ul><li>You can also see how people are moving through your site once they arrive </li></ul><ul><ul><li>W...
Google Analytics <ul><li>Allows you to track goals  </li></ul><ul><ul><li>Contact Us Form </li></ul></ul><ul><ul><li>Thank...
Google Analytics <ul><li>You can also track events </li></ul><ul><ul><li>Set up new campaigns </li></ul></ul>marketing@biz...
Google Analytics Tips <ul><li>Make sure the Google Analytics code is on every page of your website </li></ul><ul><li>Make ...
Paid Industry Tools <ul><li>Radian 6  </li></ul><ul><li>Omniture </li></ul><ul><li>Trackur </li></ul>marketing@bizwatchsea...
Bizwatch Search Analytics <ul><li>Our all in one tool that uses Google Analytics to put together informative reports </li>...
Bizwatch Social Media <ul><li>Our newest update - social media measurement </li></ul><ul><ul><li>Measure conversions, webs...
Recap <ul><li>To measure social media you must have goals and a plan in place </li></ul><ul><ul><li>Integrating SEO, PPC, ...
Thank You! <ul><li>Contact Info: </li></ul><ul><ul><li>Anna Harper-Hess </li></ul></ul><ul><ul><ul><li>1-877-609-7027 </li...
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Measuring Social Media Campaign Effectiveness - Anna Harper-Hess - Bizwatch Search Analytics

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Measuring Social Media Campaign Effectiveness - Anna Harper-Hess - Bizwatch Search Analytics

  1. 1. Measuring Social Media Anna Harper-Hess Bizwatch Search Analytics marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  2. 2. Anna Harper-Hess/Bizwatch <ul><li>MA in Liberal Studies with a focus on Sociology </li></ul><ul><ul><li>Digital Sociologist </li></ul></ul><ul><li>Got into social media because of the economic downturn </li></ul><ul><ul><li>Led to sales leads, a jump in retail sales, and brand awareness </li></ul></ul><ul><li>Digital Marketing Specialist for Bizwatch </li></ul><ul><ul><li>Search Marketing Company specializes in PPC, SEO, Social Media. </li></ul></ul><ul><ul><li>Metrics focus - what are you spending and what is it getting you? </li></ul></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  3. 3. MYTH <ul><li>Social Media Marketing is Impossible to Measure. </li></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  4. 4. Measurable Objectives <ul><li>What are your goals? </li></ul><ul><ul><li>You must have a plan and have goals put into place in order to begin measuring your social media campaigns </li></ul></ul><ul><ul><ul><li>Example: traditional marketing efforts like advertisements or mailers </li></ul></ul></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  5. 5. Online Marketing Works in Multiple Parts marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  6. 6. Online Marketing <ul><li>You can choose to only work in one area, to get the best ROI it helps to work simultaneously with all three </li></ul><ul><ul><li>SEO, PPC, and Social Media feed one another </li></ul></ul><ul><ul><ul><li>Example: keyword optimization and research </li></ul></ul></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  7. 7. What Should You Measure? <ul><li>Engagement </li></ul><ul><ul><li>Are people listening and responding to your posts? </li></ul></ul><ul><li>Brand Buzz </li></ul><ul><ul><li>Who is talking about your brand? </li></ul></ul><ul><li>Leads </li></ul><ul><ul><li>Are you achieving leads via your website or through other means? Can these be attributed to social media? </li></ul></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  8. 8. Engagement <ul><li>Numerous ways to measure engagement </li></ul><ul><ul><li>Shorten URLS </li></ul></ul><ul><ul><li>Tools like Hootsuite </li></ul></ul><ul><ul><li>Klout </li></ul></ul><ul><ul><li>Grader.com </li></ul></ul><ul><ul><li>Facebook Page Statistics </li></ul></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  9. 9. URL Shorteners <ul><li>Using URL shorteners in combination with a desktop Twitter tool is a great way to measure your efforts </li></ul><ul><ul><li>http://bit.ly </li></ul></ul><ul><ul><ul><li>Rename links, track clicks </li></ul></ul></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  10. 10. Hootsuite <ul><li>Hootsuite provides insightful stats </li></ul><ul><ul><li>Region info, popular messages, top influencers, shortened URL tracking, individual message tracking </li></ul></ul><ul><ul><li>Cost for some of the services </li></ul></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  11. 11. Klout <ul><li>Free service that shows you who you influence and who influences you </li></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  12. 12. Grader.com <ul><li>Free service from Hub Spot </li></ul><ul><ul><li>See how influential your Twitter, Facebook, Blog, etc. is </li></ul></ul><ul><ul><li>See where you need to enhance your efforts </li></ul></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  13. 13. Facebook Insights <ul><li>Facebook Insights provides demographic data, pageview data, media consumption info </li></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  14. 14. The Old Fashion Way <ul><li>When you post something do people comment, retweet, @ message you or direct message you? </li></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  15. 15. Brand Buzz <ul><li>Who is talking about you or your brand? How is your brand message reaching the masses? </li></ul><ul><ul><li>Google Search </li></ul></ul><ul><ul><li>Twitter search </li></ul></ul><ul><ul><li>Addictomatic </li></ul></ul><ul><ul><li>Social Mention </li></ul></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  16. 16. Google Search <ul><li>Completing a Google Search every few weeks is a good way to see how your brand is populating through the internet. </li></ul><ul><ul><li>Do you see your social media feeds when you complete this search? </li></ul></ul><ul><ul><li>Did your latest blog post get indexed? </li></ul></ul><ul><li>Combo of SEO, PPC, with Social Media increases your success rate </li></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  17. 17. Twitter Search <ul><li>Search on your company or brand name and see what people are saying </li></ul><ul><ul><li>Resolve customer issues </li></ul></ul><ul><ul><ul><li>Deli Example </li></ul></ul></ul><ul><li>Search on your industry topics </li></ul><ul><ul><li>Are there people looking for your services? </li></ul></ul><ul><ul><ul><li>Network with these people </li></ul></ul></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  18. 18. Addictomatic <ul><li>Allows you to see the buzz around your brand </li></ul><ul><ul><li>Helps to see where you need to focus your efforts and where your marketing efforts are successful </li></ul></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  19. 19. Social Mention <ul><li>Four part measurement system </li></ul><ul><ul><li>Strength of your brand - how likely is it that your brand is being discussed in social media? </li></ul></ul><ul><ul><li>Sentiment - Ratio of positive comments to negative </li></ul></ul><ul><ul><li>Passion - likelihood that people will continuously talk about your brand to others </li></ul></ul><ul><ul><li>Reach - your level of influence </li></ul></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  20. 20. Social Mention marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  21. 21. Leads <ul><li>Online marketing requires a measurable lead generation process </li></ul><ul><ul><li>Contact us form </li></ul></ul><ul><ul><li>Website hits </li></ul></ul><ul><ul><li>Sale Confirmation </li></ul></ul><ul><li>Know your sales process and how your sales people are processing leads </li></ul><ul><ul><li>Example: phone number, bakery lead </li></ul></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  22. 22. Google Analytics <ul><li>Free software for your website that allows you to track visits, bounce rate, time on site, conversions, and much more </li></ul><ul><li>Google Analytics gives factual data to allow you to see where you need to enhance your website. </li></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  23. 23. Google Analytics <ul><li>Through Google Analytics you can see where people are coming from to get to your site. </li></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  24. 24. Google Analytics <ul><li>You can also see how people are moving through your site once they arrive </li></ul><ul><ul><li>Where do they exit your site? </li></ul></ul><ul><ul><li>What pages do they visit? </li></ul></ul><ul><ul><li>How long do they stay? </li></ul></ul><ul><ul><li>What keywords did they search on to arrive at your site? </li></ul></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  25. 25. Google Analytics <ul><li>Allows you to track goals </li></ul><ul><ul><li>Contact Us Form </li></ul></ul><ul><ul><li>Thank You Page </li></ul></ul><ul><li>Allows you to track advertising efforts </li></ul><ul><ul><li>PPC </li></ul></ul><ul><ul><li>Facebook Ads </li></ul></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  26. 26. Google Analytics <ul><li>You can also track events </li></ul><ul><ul><li>Set up new campaigns </li></ul></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  27. 27. Google Analytics Tips <ul><li>Make sure the Google Analytics code is on every page of your website </li></ul><ul><li>Make sure you have your conversion tracking code set up properly </li></ul><ul><ul><li>Contact confirmation page </li></ul></ul><ul><ul><li>Thank you page </li></ul></ul><ul><li>Lunch and Learn December 29th on Google Analytics </li></ul><ul><ul><li>Bizwatchsearchanalytics.com for more info </li></ul></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  28. 28. Paid Industry Tools <ul><li>Radian 6 </li></ul><ul><li>Omniture </li></ul><ul><li>Trackur </li></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  29. 29. Bizwatch Search Analytics <ul><li>Our all in one tool that uses Google Analytics to put together informative reports </li></ul><ul><ul><li>Measure SEO </li></ul></ul><ul><ul><li>Measure PPC </li></ul></ul><ul><ul><li>Measure Social Media </li></ul></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  30. 30. Bizwatch Social Media <ul><li>Our newest update - social media measurement </li></ul><ul><ul><li>Measure conversions, website visits, time on site, goals, and more. </li></ul></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  31. 31. Recap <ul><li>To measure social media you must have goals and a plan in place </li></ul><ul><ul><li>Integrating SEO, PPC, and Social Media together will help you achieve the best results </li></ul></ul><ul><li>The things to measure are </li></ul><ul><ul><li>Engagement </li></ul></ul><ul><ul><li>Brand Awareness </li></ul></ul><ul><ul><li>Leads </li></ul></ul><ul><li>There are many tools to help you measure success </li></ul><ul><ul><li>Google Analytics is one of the best ways </li></ul></ul><ul><ul><li>12/29 Lunch and Learn </li></ul></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com
  32. 32. Thank You! <ul><li>Contact Info: </li></ul><ul><ul><li>Anna Harper-Hess </li></ul></ul><ul><ul><ul><li>1-877-609-7027 </li></ul></ul></ul><ul><ul><ul><li>Twitter: @bizwatchsearch </li></ul></ul></ul><ul><ul><ul><li>www.bizwatchsearchanalytics.com </li></ul></ul></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul>marketing@bizwatchsearchanalytics.com ~ www.bizwatchsearchanalytics.com

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