Measuring social-media-update

Measuring and Tracking Your Social Media Efforts Hall Web Services Photo credit: http://www.flickr.com/photos/cambiodefractal/503032254/

Who We Are Amanda O'Brien VP Marketing [email_address]
Hall Web Services
www.hallme.com
10+ Years in Business
@Hall_Web @amanda_pants

Got Questions?
Use GoToWebinar “Ask a Question”
Twitter with @hall_web

Corporate Transparency
Build Trust with Customers
Generate Inbound Links
Reputation Management
Promote your blog and website
Inexpensive
Build relationships before purchasing point
Be a part of the conversation that is already going on
Extend your events, seminars, webcasts and conventions
Benefits of Social Networking

Your Social Media Success depends...
Your commitment and passion towards it and keeping up with it
Knowing your buyer personas and speaking TO them in their language
Your willingness to not only contribute but listen and respond as well
Everything…
No one size fits all here! Photo credit: http://www.flickr.com/photos/jeffhester/2434283985/

Why Measure Social Media
Qualify your social media efforts
It's not about how many eyeballs. It is about which eyeballs.
You are what you measure – decide what is important to track
Conquer your fears
Afraid measuring will show it's not working? Why waste your time?
Photo credit: http://www.flickr.com/photos/ppdigital/2327029777/sizes/l/

Where to start?
Measurable Objectives
What actions do you want people to take?
Know what you want before you start monitoring
“ You’ve got to be very careful if you don’t know where you are going, because you may never get there.”

Getting started Setting objectives
Where are you now?
What do you want to achieve? And by when?
How does this fit in with your business?
Who is your audience and what do they want to hear?
What measurement tools are you going to use?
What is your strategy? And company policies?
What works for you is different
What are you going to measure?
Check back and start over

Popularity – Reach - Volume
Number of friends on Facebook
Number of followers on Twitter
Number of fans on your fan page
Number of blog subscribers
Number of people subscribed to your FriendFeed
LinkedIn Connections
YouTube Subscribers

Engaging
Number of retweets, replies, lists
Number of blog comments
Brand Mentions
Industry mentions
Comments to LinkedIn discussion
Sentiment
Time spent with brand
Facebook Insights
Strategy to Engage
Listen actively
Produce and distribute quality content
Participate in online communities correctly

Conversion
Click throughs (bit.ly)
Website traffic
Leads generated
Sales

Measurable Goals
Google Analytics! Get it! Traffic Sources?
Specific landing pages
User conversion on those landing pages (convert)
Actions taken? Downloads, purchases, forms
Customer Service calls lower?
Finding trends and finding their origin
Memberships
Enewletter signups
Dang math!

Measuring Analytics
Unique visitors (% each month +-)
Returning visitors
Content – most popular pages
Links from other sites
Time spent on the site. Bounce rate. (per website?)
Ratio of blog comments to blog posts
Dang math!

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.

Outcome
Did relationships improve?
Did your message get out there?
Did you get exposure?
Did sales or profits increase?
Did the right people show up to your event?
Did audience behavior change?
Job opening Twitter campaign # Tweets # RT, @s Landing pg views # applicants & New hire

Free Measurement Tools 1. Google Analytics 2. Facebook Insights 3. Feedburner 4. Flickr

5. Twitter Search 6. Hootsuite 7. Blog/Wordpress analytics 8. Social Mention Free Measurement Tools

Free Measurement Tools 9. URL Shorteners with tracking and 301 directs bit.ly

Paid Measurement Tools
Radian6
TrackUr
Crimson Hexagon

Don't
Waste your time
Spend time in communities that don't matter or show return
Go into social media blindly
Forget to have a plan, strategy and goals
Get lost in the data

Recap
No Magic Bullet
Part of your business communication plan
Have a plan
Measurable Goals
Company policies
Decide what's important – popular, engaging, relationships
Analyze the outcome
Pick the right tools for you
Be prepared to start measuring process over again

Get Started!
SEO Vision Blog - http://www.hallme.com/blog
Webinars – http://www.hallme.com/webinars
Call us! 1-877-425-5932 (HALL-WEB) ‏
[email_address]
Follow Hall: Hall_Web Follow Amanda: amanda_pants KD Paine: http://kdpaine.blogs.com/ Brian Solis - Engage

Measuring social-media-update

by Hall Internet Marketing on May 28, 2010

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