Measuring Social Media


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The only way to truly know if your social media efforts are working for you is to measure your results. We cover some easy and more in depth ways to measure your social media success.

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Measuring Social Media

  1. 1. Measuring and Tracking Your Social Media Efforts Hall Web Services Photo credit:
  2. 2. Who We Are Amanda O'Brien Inbound Marketing Manager [email_address] <ul><li>Hall Web Services </li></ul><ul><li> </li></ul><ul><li>10+ Years in Business </li></ul>@Hall_Web @amanda_pants
  3. 3. I'm Not Fred (sorry to disappoint)‏ Next Week: Fred - Boost Your Rep! A Marketer's Approach to Link Building
  4. 4. Got Questions? <ul><li>Use GoToWebinar “Chat” or “Ask a Question” </li></ul><ul><li>Twitter with #SEOvision tag </li></ul>
  5. 5. <ul><li>Corporate Transparency </li></ul><ul><li>Build Trust with Customers </li></ul><ul><li>Generate Inbound Links </li></ul><ul><li>Reputation Management </li></ul><ul><li>Promote your blog and website </li></ul><ul><li>Inexpensive </li></ul><ul><li>Build relationships before purchasing point </li></ul><ul><li>Be a part of the conversation that is already going on </li></ul><ul><li>Extend your events, seminars, webcasts, conventions </li></ul>Benefits of Social Networking
  6. 6. Time to Re-think Your Marketing Strategy! <ul><li>Old/Outbound Marketing </li></ul><ul><li>TV Radio Ads </li></ul><ul><li>Print Ads </li></ul><ul><li>Direct Mail </li></ul><ul><li>Telemarketing </li></ul>An Interruption An Interaction <ul><li>New/Inbound Marketing </li></ul><ul><li>Social Media </li></ul><ul><li>SEO/SEM </li></ul><ul><li>Blogging </li></ul><ul><li>Online Videos </li></ul>
  7. 7. Your Social Media Success depends... <ul><li>Your commitment and passion towards it and keeping up with it </li></ul><ul><li>Knowing your buyer personas and speaking TO them in their language </li></ul><ul><li>Your willingness to not only contribute but listen and respond as well </li></ul><ul><li>Your company – it's policies, goals, business plan, staff, size, products, services, it's website, the content you provide, your scalable model, hours of operation, the temp you just hired, the circle of people around you, your existing reputation, your blog, your lack of a blog, your kids facebook page, the pictures of you from last summers rafting trip that your brother-in-law took, how willing you are to hear negative feedback, your strategy for dealing with negative feedback, your enewsletter, what your competitors are doing, what got you interested in Social Media, what obstacles you see and are afraid of, how well your departments speak to each other, what online communities you participate in, what unique voice you have to contribute, your originar assumptions about social media etc. etc. etc. </li></ul>No one size fits all here!
  8. 11. Why Measure Social Media <ul><li>Qualify your social media efforts </li></ul><ul><li>It's not about how many eyeballs. It is about which eyeballs. </li></ul><ul><li>You are what you measure – decide what is important to track </li></ul><ul><li>Conquer your fears </li></ul><ul><ul><li>Afraid measuring will show it's not working? Why waste your time? </li></ul></ul>Photo credit:
  9. 12. Getting started Setting objectives <ul><li>Where are you now? </li></ul><ul><li>What do you want to achieve? And by when? </li></ul><ul><li>How does this fit in with your business? </li></ul><ul><li>Who is your audience and what do they want to hear? </li></ul><ul><li>What measurement tools are you going to use? </li></ul><ul><li>What is your strategy? And company policies? </li></ul><ul><li>What works for you is different </li></ul><ul><li>What are you going to measure? </li></ul><ul><li>Check back and start over </li></ul>
  10. 13. Popularity - Reach <ul><li>Number of friends on Facebook </li></ul><ul><li>Number of followers on Twitter </li></ul><ul><li>Number of fans on your fan page </li></ul><ul><li>Number of blog subscribers </li></ul><ul><li>Number of people subscribed to your FriendFeed </li></ul><ul><li>LinkedIn Connections </li></ul>
  11. 14. Engaging <ul><li>Number of retweets </li></ul><ul><li>Number of blog comments </li></ul><ul><li>Brand Mentions </li></ul><ul><li>Industry mentions </li></ul><ul><li>Comments to LinkedIn discussion </li></ul>Strategy to Engage <ul><li>Listen actively </li></ul><ul><li>Produce and distribute quality content </li></ul><ul><li>Participate in online communities correctly </li></ul>
  12. 15. Measurable Goals <ul><li>Google Analytics! Get it! Traffic Sources? </li></ul><ul><li>Specific landing pages </li></ul><ul><li>User conversion on those landing pages (convert) </li></ul><ul><li>Actions taken? Downloads, purchases, forms </li></ul><ul><li>Customer Service calls lower? </li></ul><ul><li>Memberships </li></ul><ul><li>Enewletter signups </li></ul><ul><li>Dang math! </li></ul>
  13. 16. Measuring Analytics <ul><li>Unique visitors (% each month +-) </li></ul><ul><li>Returning visitors </li></ul><ul><li>Content – most popular pages </li></ul><ul><li>Links from other sites </li></ul><ul><li>Time spent on the site. Bounce rate. </li></ul><ul><li>Ratio of blog comments to blog posts </li></ul><ul><li>Dang math! </li></ul>
  14. 17. Measuring relationships? <ul><li>Harder </li></ul><ul><li>Measuring quality of relationships </li></ul><ul><li>Building trust – does it exist? </li></ul><ul><li>Interaction </li></ul><ul><li>Were expectations met? </li></ul><ul><li>Do unto others – reciprocation of promotion </li></ul><ul><li>Promotion with no expectation of reciprocation </li></ul><ul><li>Survey? Monitor conversations? </li></ul>
  15. 18. ROI of Social Media ROI is the measurement of the money in and the money out – that’s it. What is the money in? Your time. What is your billable worth per hour? Figure that out and keep track of how much time you spend on your social media efforts. What is the money out? True conversions or sales. The act of someone getting off their duff and handing you some cash for your products and services because of your social media efforts.
  16. 19. Action – Reaction - Outcome Photo credit: “ It isn’t to say that eyeballs, impressions and clickthroughs aren’t important. They are. But they’re one link (of the action-reaction-outcome narrative) shy of ROI. (They don’t tie the investment to the actual return.)” Olivier Blanchard – Brand Builder
  17. 20. Outcome <ul><li>Did relationships improve? </li></ul><ul><li>Did your message get out there? </li></ul><ul><li>Did you get exposure? </li></ul><ul><li>Did sales or profits increase? </li></ul><ul><li>Did the right people show up to your event? </li></ul><ul><li>Did audience behavior change? </li></ul>Job opening Twitter campaign # Tweets # RT, @s Landing pg views # applicants & New hire
  18. 21. Free Measurement Tools 1. Google Analytics 2. Facebook Insights 3. Feedburner 4. Flickr
  19. 22. 5. Twitter Search 6. Hootsuite, Splittweet, tweetbeep 7. Blog/Wordpress analytics 8. Social Mention Free Measurement Tools
  20. 23. Free Measurement Tools 9. Wordpress Blog Stats Daily referrers Posts Visits Clicks Incoming Links
  21. 24. Paid Measurement Tools <ul><li>Radian6 </li></ul><ul><li>TrackUr </li></ul><ul><li>Crimson Hexagon </li></ul>
  22. 25. Don't <ul><li>Waste your time </li></ul><ul><li>Spend time in communities that don't matter or show return </li></ul><ul><li>Go into social media blindly </li></ul><ul><li>Forget to have a plan, strategy and goals </li></ul><ul><li>Get lost in the data </li></ul>
  23. 26. Recap <ul><li>No Magic Bullet </li></ul><ul><li>Part of your business communication plan </li></ul><ul><li>Have a plan </li></ul><ul><li>Measurable Goals </li></ul><ul><li>Company policies </li></ul><ul><li>Decide what's important – popular, engaging, relationships </li></ul><ul><li>Analyze the outcome </li></ul><ul><li>Pick the right tools for you </li></ul><ul><li>Be prepared to start over again </li></ul>
  24. 27. Get Started! <ul><li>SEO Vision Blog - </li></ul><ul><li>Webinars – </li></ul><ul><li>Call us! 1-877-425-5932 (HALL-WEB)‏ </li></ul><ul><li>[email_address] </li></ul>Follow Hall: Hall_Web Follow Amanda: amanda_pants KD Paine: