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Social Media Strategy  – Measurements and Metrics (Module 11)
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Social Media Strategy – Measurements and Metrics (Module 11)

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Measurements & Metrics (Module 11) presentation for the Advanced Social Media Strategies class at the University of Memphis. To learn more about the course and social media business strategy, visit …

Measurements & Metrics (Module 11) presentation for the Advanced Social Media Strategies class at the University of Memphis. To learn more about the course and social media business strategy, visit ProfessorBrey.com.

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  • -Understand the landscape-What are we doing-What are our competitors doing
  • -
  • Transcript

    • 1. Advanced Social Media Strategies | University of MemphisProfessorBrey.com
    • 2. Advanced Social Media Strategies | University of Memphis2 ProfessorBrey.com
    • 3. /user/TheProfessorBrey /in/professorbrey /Professorbrey @professorbrey Finding Value in Social Media Initiatives MODULE 11: MEASUREMENT, METRICS & ROI Advanced Social Media Strategies | University of Memphis3 ProfessorBrey.com
    • 4. Stephanie Brown Advanced Social Media Strategies | University of Memphis4 ProfessorBrey.com
    • 5. Kevin Carter Advanced Social Media Strategies | University of Memphis5 ProfessorBrey.com
    • 6. Craig Cerrito Advanced Social Media Strategies | University of Memphis6 ProfessorBrey.com
    • 7. Alanna Rolli Advanced Social Media Strategies | University of Memphis7 ProfessorBrey.com
    • 8. Madison Sites Advanced Social Media Strategies | University of Memphis8 ProfessorBrey.com
    • 9. Eric Wardlaw Advanced Social Media Strategies | University of Memphis9 ProfessorBrey.com
    • 10. Bryant Warren Advanced Social Media Strategies | University of Memphis10 ProfessorBrey.com
    • 11. Advanced Social Media Strategies | University of Memphis11 ProfessorBrey.com
    • 12. Social Integration Strategy (SiS) Alignment Technology Policies & ProceduresAssessment Culture Metrics Action PlanAssessment Culture Metrics Action Plan• Understand • Who are our • Integrated • Workflowthe landscape Alignment people Technology evaluations Policies establishment•Company & • Current goal •Profile of our • Solidify points • Component •Action itemcompetitive applications customers integration •Social media importance assignmentsstanding •Potential •Cultural needs metrics •Asset •Program•Social Media points of barriers to •Technology •Success/failure allocation leadership (buy-Audit integration integration evaluations indicators •Procedural in) •Financial •Culture development aspects comfort Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
    • 13. Social Integration Strategy (SiS) Assessment Assessment • Understand the landscape •Company & competitive standing •Social Media AuditAdvanced Social Media Strategies | University of MemphisProfessorBrey.com
    • 14. Assessment• Social Media Metric Audit• Perceptions on the data• Industry benchmarks Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
    • 15. Social Integration Strategy (SiS) Alignment Alignment • Current goal applications •Potential points of integration •Financial aspectsAdvanced Social Media Strategies | University of MemphisProfessorBrey.com
    • 16. Alignment• Align organizational goals with measurements• What do we want/can we measure• Explore measurement options with Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
    • 17. Social Integration Strategy (SiS) Culture Culture • Who are our people •Profile of our customers •Cultural barriers to integrationAdvanced Social Media Strategies | University of MemphisProfessorBrey.com
    • 18. Culture• Belief in the data• Data usages outside ‘good to know’• Customer learning vs. operational input Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
    • 19. Social Integration Strategy (SiS) Technology Technology • Solidify integration needs •Technology evaluations •Culture comfortAdvanced Social Media Strategies | University of MemphisProfessorBrey.com
    • 20. Technology• What technologies provide the needed data?• What data/technologies do we understand?• A cry for help (assistance) Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
    • 21. Social Integration Strategy (SiS) Metrics Metrics • Integrated evaluations points •Social media metrics •Success/failure indicatorsAdvanced Social Media Strategies | University of MemphisProfessorBrey.com
    • 22. Metrics• Search engine optimization• Social media measurement• Integrated, nonline programs Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
    • 23. Social Integration Strategy (SiS) Policies & Procedures Policies • Component importance •Asset allocation •Procedural developmentAdvanced Social Media Strategies | University of MemphisProfessorBrey.com
    • 24. Policies & Procedures• Handling the data• Procedures in implementing change – Data driven decisions• Trigger mechanisms for investment Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
    • 25. Social Integration Strategy (SiS) Action Plan Action Plan • Workflow establishment •Action item assignments •Program leadership (buy- in)Advanced Social Media Strategies | University of MemphisProfessorBrey.com
    • 26. Key Measurements• Gross views• Connections• Audience engagements (comments)• Social media referrals• Social media conversations Advanced Social Media Strategies | University of Memphis26 ProfessorBrey.com
    • 27. • Refer company to • Making noise friends • Store and share things• Buy into your brand • Love your website• Buy your products • Visit more frequently Metrics are only important components if you understand why you are measuring what you’re measuring and if you can use the data to make decisions Advanced Social Media Strategies | University of Memphis27 ProfessorBrey.com
    • 28. • Task completion rate• Share of search• Visitor loyalty and recency• Feed subscribers• % of valuable exits• Days and visit comparison Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
    • 29. Visitor LoyaltyAdvanced Social Media Strategies | University of MemphisProfessorBrey.com
    • 30. User RecencyAdvanced Social Media Strategies | University of MemphisProfessorBrey.com
    • 31. Length of VisitAdvanced Social Media Strategies | University of MemphisProfessorBrey.com
    • 32. Depth of VisitAdvanced Social Media Strategies | University of MemphisProfessorBrey.com
    • 33. Keyword ReportAdvanced Social Media Strategies | University of MemphisProfessorBrey.com
    • 34. Share of SearchAdvanced Social Media Strategies | University of MemphisProfessorBrey.com
    • 35. Blog Analytics• Audience growth (visits vs. unique visits)• Conversion rates (visitor comments vs. posts)• Cost (Technology*Time*Opportunity Cost) Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
    • 36. Sample KPI’s• Traffic origination – % of visits from search engines – % of conversions from search engines• Sell more products – % of visits that add to shopping cart – % that complete the shopping cart – % where cart is abandoned Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
    • 37. Sample KPI’s• Website engagement – % that leave a comment or download something – % complete a Contact Us form - click a link – Ave. time spent per visit – Ave. page depth per person• Customer experience – % that bounce (single-page views) – % internal site search that provides no response – % that interact with specific content Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
    • 38. SEO Success• Total traffic from organic search• Same: branded vs. non-branded terms – 20-40% should include your brand name• Head vs. long-tail terms – 40-60% should come from head terms• Unique keywords referring traffic – More optimization = more keyword combinations Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
    • 39. SEO Success• Home page vs. deep-content page – Most clicks are specific not homepage• Bounce rate of organic search – High bounce rate, low search relevancy• New vs. returning guests – A good mix of both (that return more than once or twice) Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
    • 40. Advanced Social Media Strategies | University of MemphisProfessorBrey.com
    • 41. @professorbrey /Professorbrey /in/professorbrey /user/TheProfessorBreyAdvanced Social Media Strategies | University of MemphisProfessorBrey.com
    • 42. NEXT WEEK• Final Quiz Advanced Social Media Strategies | University of Memphis42 ProfessorBrey.com