Seminar on Metrics for Awareness

FROM DUMMY TO GENIUS Tips for Social Media Metrics

image credit @marc_smith Get past metrics paralysisTurn data churn into actionable metrics Use metrics to drive actions and goals Tame the analytics beast

OCCUPY ANALYTICSDid you know?Untamed analytics areputting the OccupyMovement at risk.Analytics are a two-waystreet. image by AdBusters

5 MAIN METRICS CHANNELS• Marketing• Human Resources• Customer Service• Sales• Operations image by Seattle Municipal Archives

TO AUTOMATE OR NOT TO AUTOMATE • Automate basic reporting or recurring custom reports • Manuallyanalyze content structure and sentimentimage by NASA Goddard Space Flight Center

KEY B2B METRICS• Cost per sale• Customer Lifetime Value• Database Performance• Length of Sales Cycle image by Search Engine People• Conversion Rates• Lead Generation / Referrals

KEY B2C METRICS• Cost per acquisition• Bounce Rate• Abandonment Rate at Checkout• Conversion Rate• Click Through Rate• Deep Page Engagement image by craigCloutier• Repeat visitors• Use KPIs for Micro Data

MEASURING SOCIAL METRICS • Google + • Twitter • Facebook • YouTube • Pinterest • Email • Website • Mobile

COMPETITIVE INTELLIGENCE• Google Analytics• Extensions / Plug-ins• Alerts• Saved Search• Excel image by Anonymous9000

MAXIMIZE KPI TRACKING• KPI by industry• KPI per goal• KPI per problem to solve image by klipfolio• KPI for demographics• KPI for ﬁnances

THE ALMIGHTY SPREADSHEET image by mtanalytics

SEGMENTING• Source• Location• Demographic• Keyword• Ads• Mobile• More

FILTER OUT IP• Filter out your own IP• Filter the IP of others

VISITOR FLOW

ROPE IN PPC

KEY GOALS• What should your visitor DO when they come to your site?• What are your incremental objectives?• Don’tget distracted by nebulous, shaky or vague goals image by stockerre

DOWNLOAD DETECTIVE image by ﬁlmnoir 1

SENTIMENTEmotional aftertaste left after an interaction with a brand

MEASURING MORE• Page Load Times• Video Metrics• Phone Calls• Social Buttons• QR Codes image by google.com blog• TV Ads

QUANTIFIED SELF image by feltron

Leslie Poston, Magnitude Media @leslie or @magnitudemedia on Twitter 800•501•4049 phone | 928•438•5038 fax leslie@magnitudemedia.net Author: Social Media Metrics for Dummies (Wiley, 2012) Co-Author: Twitter for Dummies (Wiley, 2009+) Contributor: Social Media ProBook (Eloqua) Author: Grande Guide to Social Advertising (Eloqua) If you enjoyed my presentation, won’t you recommend me on LinkedIn? http://linkedin.com/in/leslieposton Connect with Magnitude Media’s pages also: http://www.linkedin.com/company/magnitude-media http://facebook.com/magnitudemedia http://magnitudemedia.net©Leslie Poston, All Rights Reserved

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Seminar on Metrics for Awareness

by Leslie Poston on May 25, 2012

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Seminar on Metrics for Awareness Presentation Transcript