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Effectively Measuring and Improving Your Social Media Efforts

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A recent presentation for Social Media University-Milwaukee talking about various social media analytic tools one can use. Highlights include: …

A recent presentation for Social Media University-Milwaukee talking about various social media analytic tools one can use. Highlights include:
- Start with Goals
- Create Strategies
- Set-up Analytics
- Facebook Insights
- Shoutlet
- Google Analytics
- Make Improvements

Published in: Social Media, Technology, Business

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  • A really fancy title for …
  • It’s a bit like this… How do you make sure what you are doing is even working?
  • My background:
    7 years at Potawatomi – over 1 year in Advertising
    The Casino, OTB, Poker, Bingo, Table Games, Slots, 500-seat Theater, five restaurants, Sales & Catering, Tour & Travel, Public Relations, Human Relations… There’s a lot here.

    Before doing the social media for the Casino, I oversaw paysbig.com, emails, web ads—digital marketing for the Casino—within the in-house Creative team.

    Also, ran a little blog called MilwaukeeBrunchReviews.com – and Facebook & Twitter Accounts
  • So… effectively measuring and improving goals…
    By a show of hands, how many people think of this when they are confronted with charts, graphs and tables of numbers?
  • Ok, let’s try and take that fire hose of data and put a spray nozel on it.

    Four Basic Steps:
    Set goals
    Create Strategies
    Set-up Analytics
    Change Strategies based on results
  • How can you know what to measure without setting goals?
    What do you want people to do?

    Casino – make plans to visit / share in the fun, winning atmosphere / people DO win here
    Theater – buy tickets to shows
    Restaurants – make dinner reservations
  • Casino Social Media Goals:
    - Have Guests make plans to visit
    - Share in the fun, winning atmosphere
    - People DO win here
    - Show community outreach
  • Theater Social Media Goal:
    - Buy tickets to shows
  • Restaurants’ Social Media Goals:
    - Make dinner reservations / Stop in for a meal
  • Step 2: Outline Strategies

    How can I get people to do these things?

  • Casino – make plans to visit / share in the fun, winning atmosphere / people DO win here
    - Show Winners
    - Show User-Generated Content
    - Share Milwaukee Related content

  • Casino – make plans to visit / share in the fun, winning atmosphere / people DO win here
    - Show Winners
    - Show User-Generated Content
    - Share Milwaukee Related content

  • Casino – make plans to visit / share in the fun, winning atmosphere / people DO win here
    - Show Winners
    - Show User-Generated Content
    - Share Milwaukee Related content

  • Casino – make plans to visit / share in the fun, winning atmosphere / people DO win here
    - Show Winners
    - Show User-Generated Content
    - Share Milwaukee Related content

  • Theater – buy tickets to shows
    - Show Announcements
    - Welcome to Milwaukee … posts
    - Stage is set … posts

  • Theater – buy tickets to shows
    - Show Announcements
    - Welcome to Milwaukee … posts
    - Stage is set … posts

  • Theater – buy tickets to shows
    - Show Announcements
    - Welcome to Milwaukee … posts
    - Stage is set … posts
  • Restaurants – make dinner reservations
    - Show food
    - Share specials
    - Behind-the-scenes info
  • Restaurants – make dinner reservations
    - Show food
    - Share specials
    - Behind-the-scenes info
  • Restaurants – make dinner reservations
    - Show food
    - Share specials
    - Behind-the-scenes info
  • Let’s get back to that fire hose:



  • Now that we have set-up strategies, let’s make sure they are meeting out goals.

    That huge flow of data should become more manageable now.



  • Facebook Analytics:
    What is really important?
    - Likes? Reach? Engagement?

    - Depends on your Goal/Strategy
  • Facebook Analytics:
    What is really important?
    - Likes? Reach? Engagement?

    - Depends on your Goal/Strategy
  • Taking a look at overall likes of the page

    -organic growth
    -no paid posts
    -steady on the upward trend
  • Taking a look at overall likes of the page

    -promotion/offer with like gate
    -strong increase of likes to the page
  • Taking a look at post reach…
    How many people per day that are seeing your message

  • Take a look at the posts for the past three months…

    Sort out based on reach
    – Notice the high engagement
    - The different types of posts (links, photos, videos, text)
  • Shoutlet

    Enterprise-level social media tool
    Monitor social channels
    Schedule and post
    Create social campaigns/contests
    Manage social resources
    Permission-based workflow
    Great analytics/reports from various sources
  • Shoutlet Reports:
    (Potawatomi FB Page)
    What is really important?
    Demographics of Likes – who are you talking to?
    Reach – is engagement helping to spread your message?

    Posts – Frequency, Day Part, Type
  • Shoutlet Reports:
    (Potawatomi FB Page)
    What is really important?
    Demographics of Likes – who are you talking to?
    Reach – is engagement helping to spread your message?

    Posts – Frequency, Day Part, Type
  • Shoutlet Reports:
    (Potawatomi FB Page)
    What is really important?
    Demographics of Likes – who are you talking to?
    Reach – is engagement helping to spread your message?

    Posts – Frequency, Day Part, Type
  • Shoutlet Reports:
    (Potawatomi FB Page)
    What is really important?
    Demographics of Likes – who are you talking to?
    Reach – is engagement helping to spread your message?

    Posts – Frequency, Day Part, Type
  • Shoutlet Reports:
    (Potawatomi FB Page)
    What is really important?
    Demographics of Likes – who are you talking to?
    Reach – is engagement helping to spread your message?

    Posts – Frequency, Day Part, Type
  • Shoutlet Reports:

    (NLT Page)


    What is really important?
    Demographics of Likes – who are you talking to?
    Reach – is engagement helping to spread your message?

    Posts – Frequency, Day Part, Type
  • Google Analytics

    Free analytics tool for websites
    Track website traffic (my background)
    Follow different audiences around the site
  • Smart URL example:

    URL – Bill Engvall Q&A
    Source – facebook
    medium – social (vs. web ad, video ad, email, cpc, etc)
    campaign – NLTshow (vs. promotion, dining, etc)
  • Built the URL using Google’s URL Builder
    - search for it to use it and create the URLs

  • Google Analytics

    Creating Smart URLs to link back to your website


    Track web traffic from various social accounts / campaigns

  • Google Analytics

    Creating Smart URLs to link back to your website


    Track web traffic from various social accounts / campaigns

  • Step 4: Make Changes Based on Results
  • NLT – SHARE PHOTO rather than link for show announcements
  • Hotel related items do well, even the most mundane items.
    - news stories picked this up – WISN and Today’s TMJ4
  • User-generated content on the weekend does great.
    The marketing message is out there in different forms.

    Let the social content be an enhancer of that message.
  • Milwaukee-related content does great. We here in Milwaukee love our city. And we love to share about it.
  • Milwaukee-related content does great. We here in Milwaukee love our city. And we love to share about it.
  • Milwaukee-related content does great. We here in Milwaukee love our city. And we love to share about it.
  • Saw this great quote about Life, and I just changed it a bit to be about Social Media Management.
  • Thanks!

    Follow @paysbig
  • Transcript

    • 1. Effectively Measuring (and Improving) Your Social Media Efforts Chris Graham, Digital Media Specialist Potawatomi Bingo Casino
    • 2. Step 1: Set Goals
    • 3. Step 2: Outline Strategies
    • 4. Step 3: Set-up Analytics
    • 5. shoutlet.com
    • 6. google.com/analytics
    • 7. search “Google URL Builder”
    • 8. Step 4: Make Changes Based on Results