Why 1 Million Social Media Followers Sucks, WebCongress May 2014

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Stop reporting follower counts and making your social media goals more followers! This is bad for your brand. Instead, focus on engagement, relative engagement, and other goals that make sense for …

Stop reporting follower counts and making your social media goals more followers! This is bad for your brand. Instead, focus on engagement, relative engagement, and other goals that make sense for your business.

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  • Measure what matters is the message I took away from this awesome Deck Erica.

    I would venture a guess 1 in 1,000 SMM Community Managers have the wherewithal to dive this deep into their SMM campaigns, let alone an SMB with a business to run.

    Still, its a superb blueprint to follow, so its very cool that you enabled us to download your strong work product.
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  • Great meeting you this morning and loved the preso stats:)

    ~Clint
    @cazoomi
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  • 1. Why 1 Million Social Media Followers Sucks Erica McGillivray Senior Community Manager at Moz @emcgillivray #webcongress
  • 2. I <3 Community building Social media geekery Pushing boundaries Singing Frozen songs Reading comic books
  • 3. You @emcgillivray #webcongress
  • 4. Your Wants Love your work Excel at it Please your boss/ clients Grow your social media followers
  • 5. Danger Goal @emcgillivray #webcongress 1 Million Followers or another follower expectation
  • 6. Bought 1,256,382 Followers Has 0 Friends
  • 7. Truths @emcgillivray #webcongress Harsh truths that, sadly, reflect most brand’s social media efforts.
  • 8. Business Follower Averages Twitter: 14,709 followers Facebook: 13,157 likes Pinterest: 229 followers Instagram: 208 followers @emcgillivray #webcongress
  • 9. About your message & how you talk about yourself.
  • 10. Mailbox Recycling Door Direct to Garbage I recycle junk mail coupons. Don’t make your social media junk.
  • 11. Attention Spans Twitter: 18 minutes Facebook: 2-3 hours G+: 3 hours Instagram: 3-4 hours @emcgillivray #webcongress The short lifespan of your social media posts.
  • 12. Don’t market to everyone. They don’t care about your brand.
  • 13. Talk to the audience that does care.
  • 14. Don’t Panic! @emcgillivray #webcongress
  • 15. 1 Million Followers Make sure this is not your goal.
  • 16. Tough Talk Why is my brand on social media?
  • 17. @emcgillivray ! ! ! ! ! ! ! ! ! ! ! ! !#isum13!
  • 18. Say No to Reporting Vanity Metrics
  • 19. But track them for the math! @emcgillivray #webcongress
  • 20. Report This! Engagement @emcgillivray #webcongress
  • 21. True Social Metrics
  • 22. Math = Counting & Division # of actions by followers / # of posts = Rate
  • 23. Finding a Baseline Select a time period that makes sense. Compare against what you’ve been doing to mark improvements.
  • 24. Conversation Rate Who’s chatting with me? How often? What topics are interesting to them?
  • 25. Conversation Goals @emcgillivray #webcongress A simple spreadsheet to calculate your goals & how you’re doing.
  • 26. Are you keeping up? SproutSocial @emcgillivray #webcongress Compare against your social competitors.
  • 27. Amplification Rate Who’s re-sharing my social media content? Where? And why?
  • 28. Amplification Goals @emcgillivray #webcongress
  • 29. Audience Reach Buffer @emcgillivray #webcongress
  • 30. G+ Ripples
  • 31. Share top content again Rival IQ @emcgillivray #webcongress
  • 32. Applause Rate Who’s lurking, but liking? Who encourages you? Who gives you high fives?
  • 33. Applause Goals @emcgillivray #webcongress
  • 34. Report This! Relative Engagement @emcgillivray #webcongress
  • 35. What? As you grow your followers & regular postings, you want to keep pace with connecting to your community.
  • 36. True Social Metrics
  • 37. Math = Followers, Counting & Division # of actions / # of posts / Followers per 1,000 = Relative Engagement Rate # of actions / Followers per 1,000 = Content Rate
  • 38. Relative Engagement Goals @emcgillivray #webcongress
  • 39. What About Conversions? @emcgillivray #webcongress
  • 40. Sales? Try Traffic Google Analytics @emcgillivray #webcongress We drive top of funnel traffic. Our goal’s related to traffic, not sales.
  • 41. Report This! Anything Important to Your Business @emcgillivray #webcongress
  • 42. Customer Happiness In Q1 2014, Moz sent 362 happy packages to our community.
  • 43. Team Growth Moz’s community team went from one primary person to 5 full-time & 4 part-time people since 2010. 2010 2011 2012 2013 2014
  • 44. Product Feedback @emcgillivray #webcongress The top product new feature requests from our customers.
  • 45. Reporting @emcgillivray #webcongress
  • 46. Reports Tell a Story by Showing Love, Passion, & Relevance
  • 47. Sample Report Shows both engagement and traffic over time. We also include explanations for context & fun photos!
  • 48. Who’s Listening Weekly check-ins with your team Monthly reports to your team & company Share quarterly with the world
  • 49. I want 1,000 conversations with 100 people, not 1 million followers & 100 conversations @emcgillivray #webcongress
  • 50. Contact Me Erica McGillivray Senior Community Manager at Moz @emcgillivray erica@moz.com http://moz.com/
  • 51. Resources Social Engagement Metrics That Matter - Measuring, Tracking, and Reporting FTW by Jen Lopez http://moz.com/blog/social-engagement-metrics-that-matter Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value by Avinash Kaushik http://www.kaushik.net/avinash/best-social-media-metrics-conversation- amplification-applause-economic-value/ Beginner’s Guide to Social Media http://moz.com/beginners-guide-to-social-media G+ Ripples Bookmarklet by AJ Kohn http://www.blindfiveyearold.com/ripples-bookmarklet True Social Metrics http://www.truesocialmetrics.com/ SproutSocial https://sproutsocial.com/ Buffer https://bufferapp.com/ Rival IQ https://www.rivaliq.com/ Infogr.am https://infogr.am/
  • 52. Photo Credits https://www.flickr.com/photos/orinrobertjohn/80698721 https://www.flickr.com/photos/sadiediane/4235308808 https://www.flickr.com/photos/daquellamanera/355061741 https://www.flickr.com/photos/beglen/2464007260 https://www.flickr.com/photos/erix/5683572 https://www.flickr.com/photos/therussiansarehere/3646211340 https://www.flickr.com/photos/falh/3563568771 https://www.flickr.com/photos/maaorg/8009975343 https://www.flickr.com/photos/abby28xyz/469737055 https://www.flickr.com/photos/polandmfa/7374395194 https://www.flickr.com/photos/crdot/6212235831 https://plus.google.com/photos/+WojtekTylu%C5%9BPL/albums/ 5950980670907190513 https://www.flickr.com/photos/kristabaltroka/8527817179 https://www.flickr.com/photos/wwworks/4759535970 https://www.flickr.com/photos/pagedooley/2121472112 @emcgillivray #webcongress