3 Critical Guidelines For Effectively Using Social Media Metrics

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3 Critical Guidelines For Effectively Using Social Media Metrics

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3 Critical Guidelines For Effectively Using Social Media Metrics

  1. 1. #SMX #23B @travisbernard 3 Critical Guidelines For Effectively Using Social Media Metrics Travis Bernard
  2. 2. #SMX #23B @travisbernard Who am I? • Audience Development at AOL • Drive traffic to AOL’s sites using social media • Work with brands like TechCrunch, Engadget, Autoblog, Daily Finance, and The Huffington Post • Previously worked on the ad agency side, supporting clients like • National Guard • Walt Disney Studios • NBC • NFL Players Association Travis Bernard
  3. 3. 3 guidelines for using social media metrics 3
  4. 4. #SMX #23B @travisbernard #1 – Figure out the goal first • Don’t pick the metrics and tactics first • Decide on the goal first • The goal will dictate the metrics and tactics to use
  5. 5. #SMX #23B @travisbernard #2 – Use “cause” metrics to test and refine strategies and tactics
  6. 6. #SMX #23B @travisbernard #3 – Analyze “cause” metrics, but report on “effect” metrics Cause metrics = data points or indicators that help guide you towards the goal Effect metrics = Key performance indicators (KPIs) or big picture goals that allow you to track where you are now vs. then Examples of cause metrics • Reach and impressions • Engagement • Clicks • Fans or followers added • Posts per day • Mentions by hour • Post type • Audience demographics • Usage by device Examples of effect metrics • Sale or purchase • Site traffic • Sign up or acquisition • Brand education or awareness • Sentiment
  7. 7. #SMX #23B @travisbernard Recap • Figure out the goal first • Use “cause” metrics to test and refine strategies and tactics • Analyze “cause” metrics, but report on “effect” metrics
  8. 8. 3 examples of what we can do with social metrics 8
  9. 9. #SMX #23B @travisbernard Example #1 • Problem: • Traffic from Facebook has been declining since the beginning of the year • Goal: • Increase entries and page views from Facebook • Tactic: • Analyze engaged users, link clicks, and reach by post type • Shift post type balance to improve reach, engaged users, and link clicks • More link clicks means more traffic
  10. 10. #SMX #23B @travisbernard Example #1 % of Posts by Type Which Post Type Reaches the Most Users? 180,000 162,322 160,000 44% 140,000 120,000 100,000 55% 80,000 60,000 59,831 51,921 40,000 20,000 1% 0 Average Reach Links Text/Status Photos Source: Simply Measured 1/1/13 – 5/25/13 Links Text/Status Photos
  11. 11. #SMX #23B @travisbernard Example #1 Which Post Type Engages the Most Users? 3,459 3,500 3,000 1,341 1,200 1,000 2,500 2,000 1,600 1,400 3,795 4,000 Which Post Type Drives More Traffic? 800 1,703 600 1,500 400 1,000 237 500 200 0 0 0 Average Engaged Users Links Text/Status Photos Source: Simply Measured 1/1/13 – 5/25/13 Average Link Clicks Links Text/Status Photos
  12. 12. #SMX #23B @travisbernard Example #1 What did we decide to change? • Increase the use of links because they are driving the most traffic • Increase the use of status/text posts to maximize reach and engaged users • Add shortened links to the status/text posts to see if they can also drive traffic • Decrease use of photos because they aren’t driving much traffic Before After % of Posts by Type Posts by Type 44% 42% 52% 55% 6% 1% Links Text/Status Photos Links Sources: Simply Measured 1/1/13 – 10/5/13 Text/Status Photos
  13. 13. #SMX #23B @travisbernard Example #1 Source: Simply Measured 3/1/13 – 9/30/13 Changes were made in August, and the results were impressive • Potential impressions and reach increased month over month How Many People Are Seeing Our Content? 120,000,000 100,000,000 80,000,000 60,000,000 40,000,000 20,000,000 0 March April May Potential Impressions June July Potential Reach August September
  14. 14. #SMX #23B @travisbernard Example #1 Source: Simply Measured 3/1/13 – 9/30/13 Changes were made in August, and the results were impressive • Potential impressions and reach increased month over month • Engagements and engaged users increased month over month How Engaged Are Our Fans? 250,000 200,000 150,000 100,000 50,000 0 March April May Engagements June Engaged Users July August September
  15. 15. #SMX #23B @travisbernard Example #1 Source: Adobe Discover 3/1/13 – 9/30/13 Changes were made in August, and the results were impressive • Potential impressions and reach increased month over month • Engagements and engaged users increased month over month • Entries and page views from Facebook increased month over month How Many Entries Were Made Via Facebook? 1,400,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0 March April May Entries from Facebook June July Page Views from Facebook August September
  16. 16. #SMX #23B @travisbernard Example #2 • Problem: • Traffic from Twitter has been declining the last few months • Goal: • Increase entries and page views from Twitter • Tactic: • Host a tweet chat in August to see if it will have an impact on traffic How Much Traffic is Twitter Driving? 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 March April May Entries from Twitter Page Views from Twitter June July
  17. 17. #SMX #23B @travisbernard Example #2 How Engaged Are Our Twitter Followers? 9,000 8,000 Engagement: • Engagement increased 50% month over month • Unique engaged users increased 14% month over month 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 March April May Engagements June July August September Engaged Users How Much Traffic is Twitter Driving? 35,000 30,000 25,000 Traffic: • Entries from Twitter increased 15% month over month • Page views from Twitter increased 26% month over month 20,000 15,000 10,000 5,000 0 March April May Entries from Twitter June July Page Views from Twitter August September Source: Adobe Discover 3/1/13 – 9/30/13 Simply Measured 3/1/13 – 9/30/13
  18. 18. #SMX #23B @travisbernard Example #3 • Problem: • Traffic from Twitter has been declining the last few months • Goal: • Increase entries and page views from Twitter • Tactic: • Analyze the time of day were are posting and compare it to when our audience is talking about us the most to see if we are missing opportunities
  19. 19. #SMX #23B @travisbernard Example #3 Source: Simply Measured 8/1/13 – 9/30/13 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 160 140 120 100 80 60 40 20 0 Time of Day (EST) Mentions by Time of Day (EST) 1,000 800 600 400 200 0 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 Total Comments • We are getting a moderate amount of mentions at 10 and 11 PM EST, but we aren’t tweeting much at that time • We are still getting a number of mentions from 12-7 AM EST Total Brand Posts Brand Posts by Time of Day (EST) Time of Day (EST)
  20. 20. #SMX #23B @travisbernard Example #3 Source: Simply Measured 8/1/13 – 9/30/13 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 160 140 120 100 80 60 40 20 0 Time of Day (EST) Mentions by Time of Day (EST) 1,000 800 600 400 200 0 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 Total Comments What opportunities exist? • Increase tweet frequency from 10:00-11:59 PM EST • Increase tweet frequency at 12 AM, 3 AM, and 7 AM Total Brand Posts Brand Posts by Time of Day (EST) Time of Day (EST)
  21. 21. #SMX #23B @travisbernard Example #3 • • • We have a following around the globe Most of our followers are in Eastern Time (-5 GMT) and Central Time (-6 GMT) We have a large following on the west coast (-8 GMT) and England (GMT and GMT +1) What opportunities exist? • Our west coast and international following gives us a good reason to tweet more around the clock Source: Simply Measured 8/1/13 – 9/30/13
  22. 22. #SMX #23B @travisbernard Example #3 Engagement: • Engagement increased 45% month over month • Unique engaged users increased 35% month over month • Greater impact on engagement than the tweet chat How Engaged Are Our Twitter Followers? 10,000 9,000 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 March April May June Engagements July August September October Engaged Users How Much Traffic is Twitter Driving? 35,000 30,000 25,000 20,000 15,000 Traffic: • Entries from Twitter increased 14% month over month • Page views from Twitter increased 5% month over month • Less of an impact of traffic than the tweet chat 10,000 5,000 0 March April May June Entries from Twitter July August Page Views from Twitter September October Source: Adobe Discover 3/1/13 – 10/31/13 Simply Measured 3/1/13 – 10/31/13
  23. 23. #SMX #23B @travisbernard Follow me for updates on social media strategy and analytics @travisbernard

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