10 Most Frequently Asked Questions about Measuring Social Media

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Alan K'necht & Adam Proehl explore the top 10 questions they are asked about measuring social media presented at Pubcon New Orleans on March 20, 2014. By exploring these questions and providing insightful answers and examples and case studies they provide valuable insight in how to measure social marketing efforts.

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    Alan gave the Heinz Example.
    Other examples:
    Sales
    Support
    PR / Branding Goals
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    What has to happen for someone to come directly to your site?
    They have to know about you!
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    Learn?
    Customer
    Product
    Perception in the marketplace
    What’s working, what’s not?
    Help:
    Increase sales
    Lower cost?
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    NOTE: What are you trying to get out of it? Remember the “How will it help my business”?
    (depending on the answer, you might be better off in a rusty Ford)
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  • 10 Most Frequently Asked Questions about Measuring Social Media

    1. 1. @aknecht @adamproehl 10 Most Frequently Asked Questions about Measuring Social Media
    2. 2. Social Media Measurements Presented by: Alan K’necht & Adam Proehl @aknecht @adamproehl • The ones that matter • Why they matter • How to get at them
    3. 3. About Us Alan K’necht • Working with the Internet since 1994 • Started with Digital Analytics in 1995 • Also been a: – Web developer – Analyst – SEO/Social Media • Teach Digital Analytics for USF Online • Published 1st book in 2010 • Founding Partner at Digital Always Media @aknecht
    4. 4. About Us Adam Proehl • In Digital Marketing since 1998 • Specialize in complex & multi-channel sales • Principle at NordicClick Interactive – a Digital Marketing Agency based in Minneapolis • Instructor at the Online Marketing Institute & University of San Francisco @adamproehl
    5. 5. Why Top 10? @aknecht @adamproehl
    6. 6. Works for Blogs @aknecht @adamproehl
    7. 7. Works for Letterman @aknecht @adamproehl
    8. 8. Got 10 Fingers @aknecht @adamproehl
    9. 9. And……We’re kinda Lazy @aknecht @adamproehl
    10. 10. Q1: What Social Measurement figure do you see being reported that is TOTAL BS? ……….And Why @adamproehl Image Credit: 12160.info
    11. 11. Q1: What Social Measurement figure do you see being reported that is TOTAL BS? •Number of Followers •Number of Likes •Number of Comments •Number of Posts •Reach •Sentiment @aknecht
    12. 12. Social Analytics in Perspective • Followers/Fans/Likes are to social media what Hits were to web analytics @aknecht
    13. 13. Social Analytics in Perspective • Brands that only focus on Twitter/Pinterest/Instragram follower counts & Facebook likes are missing the point of social marketing • They’re measuring the wrong thing and wasting money! @aknecht
    14. 14. State of Social Analytics • Similar spot as web analytics circa 1999 – Measuring followers, fans, etc. – Counting likes, shares, etc. @aknecht
    15. 15. @adamproehl Q2: How can I tell if people actually give a crap about our stuff? Photo Credit: sodahead.com Token cat photo
    16. 16. Consult Journalism 101 @adamproehl Measurements that Matter
    17. 17. Tool: Shared Count www.sharedcount.com Example: @adamproehl
    18. 18. Tool: Muckrack.com/whoshared Example: @adamproehl
    19. 19. Topsy.com/links Example: @adamproehl
    20. 20. Example: @adamproehl • Reviews • Tips • Suggestions Fried gator!
    21. 21. Are people actually clicking and reading the link? Photo Credit: Sodahead You know, the reason you shared it to begin with? @adamproehl
    22. 22. Free Tool: bitly bit.ly @aknecht
    23. 23. • Realtime Analytics • Key Metrics @aknecht bitly
    24. 24. @aknecht bitly
    25. 25. Q2 – Who Cares? Measuring Success • Twitter/G+: Number of RTs or shares per Tweet/Post • Blogs: – Avg Number of comments/post – Avg number of shares/post • Pinterest – Avg Number of comments/post – Avg number of shares/post @aknecht
    26. 26. Q2 – Who Cares? Measuring Success • Facebook: Likes, shares, and comments on a post • Instagram: – Avg Number of comments/post – Avg number of likes/post • FourSquare – Frequency of check ins – Comments & likes on check ins @aknecht
    27. 27. Q2 – Who Cares? True Engagement Metrics Image & Methodology Credit: Avinash Kaushik & Jennifer Lopez (Moz) • Conversion Rate • Comments/Replies • Applause Rate • Favs/Likes/+ • Amplification Rate • Shares/RT/Clicks @adamproehlbit.ly/1hfdfbr
    28. 28. @adamproehl Q3: The C-Level – What are some must have’s in a social media report?
    29. 29. “Treat the C-level the same as you would an 8 year old: Pretty pictures and simple numbers” - Alan K’necht Q3: The C-Level – What do you report? @aknecht
    30. 30. The C-Suite just like kids: • They Talk in TLAs @aknecht
    31. 31. The C-Suite just like kids: • They Talk in TLAs • CFO • CMO • CTO • ROI • CPA • MBO • Don’t use your SEO acronyms or jargon! @aknecht
    32. 32. C-Level Reporting: Short Term: Volume, Mood, PR successes & problems Long Term: Social’s impact over sales – not easily attributable Q3: The C-Level – What do you report? @aknecht
    33. 33. Draw Them A Treasure Map @aknecht
    34. 34. Example: & @aknecht
    35. 35. Q3: The C-Level – What do you report? ALWAYS tie back to a company goal @adamproehl • What’s public? • Semi public? • How is the C-level measured?
    36. 36. @aknecht Q4: What is the measurement/signal that brands forget to think about? Impact on retail (social awareness at a retail level)
    37. 37. @adamproehl Q4: What is the measurement/signal that brands forget to think about? Branded Keyword Queries
    38. 38. Direct site traffic ………..unless you just get yours by magic Q4: What is the measurement/signal that brands forget to think about? @adamproehl
    39. 39. @adamproehl Q5: What are some useful, AND reliable tools for measurement?
    40. 40. Best Combination of Tools @adamproehl
    41. 41. First, Ask Yourself: • What am I trying to learn? • How will this tool help my business? @adamproehl
    42. 42. Also……. • Where do you need to go with it? • How fast do you need to get there? • Do you care how it looks? @adamproehl
    43. 43. @adamproehl What do you really need?
    44. 44. Nothing wrong with top tier tools but... @adamproehl
    45. 45. What are you doing with what you have? @adamproehl Token 80’s icon photo
    46. 46. What you already have: Example: Facebook Analytics @adamproehl
    47. 47. Example: YouTube Analytics • Segmented Stats • Video Interactions • Source Data What you already have: @adamproehl
    48. 48. Pinterest Source www.pinterest.com/source/URL Betty Crocker Example What you already have: @adamproehl
    49. 49. Check Ins (Foursquare & Facebook) What you already have: @adamproehl
    50. 50. What you already have: Share Counts @aknecht
    51. 51. Twitter Apps Tweetdeck Hootsuite Crowdboaster What you already have: @aknecht
    52. 52. Social Mention www.socialmention.com Tools: What’s Free @aknecht
    53. 53. Tool: Tweriod, Followerwonk Simple: When is the best time to tweet to your followers? @aknecht Tools: What’s Free
    54. 54. @aknecht Q6: How can you use social to influence search?
    55. 55. @aknecht Q6: How can you use social to influence search? 6a: (answered with a question) “Search is highly dependent on one over riding component, which is __________________?”
    56. 56. Q6: How can you use social to influence search? …..Some level of awareness @adamproehl
    57. 57. @adamproehl Q6: How can you use social to influence search? Example: What is this?
    58. 58. Trademarked Terms Trademarked Terms Category Term Category Term @adamproehl
    59. 59. Example: Toyota Q6: How can you use social to influence search? @aknecht
    60. 60. @aknecht Q6: How can you use social to influence search? 6b: “What about Links? Will social help me there?”
    61. 61. YES!Great stuff to share + The right audience ----------------------------------------- = Natural links (The best kind) @aknecht
    62. 62. And…..NO! @adamproehl Page likes won’t help with the algorithm
    63. 63. If no one else cares about your stuff…. ….then don’t expect the search engines to, either. Food for Thought @adamproehl
    64. 64. @adamproehl Understand Causation vs. Correlation If it rains, you use an umbrella
    65. 65. @adamproehl Understand Causation vs. Correlation Using an umbrella doesn’t mean it’s raining
    66. 66. @aknecht Q7: Example of a big brand doing it right?
    67. 67. @aknecht Q7: Example of a big brand doing it right?
    68. 68. @aknecht Q7: Example of a big brand doing it right?
    69. 69. Their most important tools @aknecht
    70. 70. @aknecht Q8: Example of a small brand doing it right?
    71. 71. @aknecht Q8: Example of a small brand doing it right?
    72. 72. @adamproehl Q8: Example of a small(er) brand doing it right? • Pinterest Promotion • Measured pins • Crowdsourced a new blend inspiration • “Real Life Board” at Mall Credit: Colle+McVoy Agency
    73. 73. @adamproehl Q9: How do I tie sales & revenue back to social activity? • How do you value a cocktail party?
    74. 74. @adamproehl Q9: How do I tie sales & revenue back to social activity? Sales/Revenue: Low instant gratification signals (usually) Customer Service High instant gratification signals
    75. 75. @adamproehl Q10: Why can’t I use junior interns to manage my social media? …..Seriously
    76. 76. • They might have 5K friends on FB @adamproehl
    77. 77. • But haven’t used it for: – Business Marketing – Promoting others – Customer Service @aknecht
    78. 78. A10: #OUCH! @aknecht
    79. 79. A10: Alan’s Mayor: Was it the crack smoking? Drunken stupor? or The intern? You decide… @aknecht @adamproehl
    80. 80. Bonus: Final Thought ONE ENTHUSIASTIC unpaid brand advocate is worth more than 1 million unengaged followers who never see your posts @aknecht @adamproehl Success measurement might equal no more than one of these
    81. 81. Bonus: Final Thought #2 Social Analytics = The ultimate actionable data @aknecht @adamproehl
    82. 82. Bonus: Final Thought #3 Social Analytics: Don’t wait for the dashboard to take action – you may be too late! @aknecht @adamproehl
    83. 83. Thank You Alan K’necht alan@digitalalwaysmedia.com @aknecht Adam Proehl adam@digitalalwaysmedia.com @adamproehl

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