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Social media metrics and measurement
 

Social media metrics and measurement

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This presentation was delivered at Third Tech Tuesday, a monthly meeting of entrepreneurs and small business owners in Castle Rock. It is a high overview of what could be measured when using social ...

This presentation was delivered at Third Tech Tuesday, a monthly meeting of entrepreneurs and small business owners in Castle Rock. It is a high overview of what could be measured when using social media and a brief overview of how to create a measuring campaign.

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    Social media metrics and measurement Social media metrics and measurement Presentation Transcript

    • Social Media Metrics and Measurement Michelle Post, Ph.D., CSMS
    • Amazing & Scary at the Same Time! Gary Kovacs: Tracking our online trackers http://on.ted.com/sWpr ©Michelle Post, Ph.D., CSMS
    • Lessons to Learn ©Michelle Post, Ph.D., CSMS
    • What is Social Media Metrics & Measurement? “Social metrics is the relatively young science of measuring social media to determine what kind of impact it is having.” (Walker, n.d., para. 1) ©Michelle Post, Ph.D., CSMS
    • Why do you need to measure Social Media? Simply stated: “What gets measured, gets improved.” ~ Rebekah Seragih ©Michelle Post, Ph.D., CSMS
    • ITS ALL ABOUT THE HOW ©Michelle Post, Ph.D., CSMS
    • Social Media Metrics Model Bartholomew, D. (n.d.). A New Framework for Social Media Metrics and Measurement [Blog posting]. Retrieved from http://bit.ly/1bw3ygi ©Michelle Post, Ph.D., CSMS
    • @Nichole_Kelly - The Three Primary Goals of Social Media Lead Generation Customer Retention Social Media Brand Awareness Kelly, N. (2013). How to measure social media, p. 13. ©Michelle Post, Ph.D., CSMS Indianapolis, IN: Que.
    • Creating a SM Measurement Strategy ©Michelle Post, Ph.D., CSMS
    • WHAT CAN YOU MEASURE? ©Michelle Post, Ph.D., CSMS
    • Facebook Analytics • • • • • • • • • • Admin Posts People Talking About This Stories Created User Mentions Total Reach Total Impressions Consumers Page Mentions Organic Reach Viral Reach Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post]. ©Michelle Post, Ph.D., CSMS Retrieved from http://bit.ly/Ta8Okt
    • Twitter Analytics Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post]. ©Michelle Post, Ph.D., CSMS Retrieved from http://bit.ly/Ta8Okt
    • LinkedIn Analytics • • • • • • • • • Size of your network Number of new invitations Number of LI profile views Times your profile shows up in a search Percentage of target audience profile views Interaction level Number of skills & expertise endorsements Number of recommendations Selling activity success Moran, G. (2013, June 9). Size Matters. How To Measure Your LinkedIn Social Selling Success [Blog post]. Retrieved from©Michelle Post, Ph.D., CSMS http://bit.ly/16UIP9j
    • Web Analytics • • • • • • Pages Pageviews Time on site Engagement Clicks Clickpaths • Referral websites traffic • Search engines traffic • Direct traffic • Top keywords • New visitors • Returning visitors • Bounce rate • Abandonment Hounsokou, F. (2013, February 11). 10 metrics to effectively track your website ©Michelle Post, Ph.D., [Slideshare post]. Retrieved from http://slidesha.re/17GRyqY CSMS
    • Blog Analytics • Total number of posts on your blog • Average number of posts per day • Average number of words per post • Total number of comments on your blog • Average number of comments per day • Average number of comments per post Wordpress.org. (n.d.). Advanced blog metrics [Blog post]. Retrieved from ©Michelle Post, http://wordpress.org/plugins/advanced-blog-metrics/ Ph.D., CSMS
    • YouTube Analytics Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post]. ©Michelle Post, Ph.D., CSMS Retrieved from http://bit.ly/Ta8Okt
    • Google+ Analytics Brand Posts Reshares Circles Newly Added to Circles • Have you in Circles • • • • Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post]. ©Michelle Post, Ph.D., CSMS Retrieved from http://bit.ly/Ta8Okt
    • Pinterest Analytics • • • • • • • • Average Repins per Pin Average Likes per Pin Average comments per Pin Average 2nd Degree Followers Follower Engagement Short Term Follower Engagement Reach Velocity • • • • • • • • • Impressions Reach Clicks Most Recent Most Repinned Most Clicked Top Fans and Influencers Top Pins Total Interactions Walter, E. (2013, August 12). The Ultimate Guide to Pinterest Metrics for Every Brand [INFOGRAPHIC]. Retrieved from http://bit.ly/17jTgin ©Michelle Post, Ph.D., CSMS
    • Instagram Analytics • • • • Likes Total Engagement Filters Best Time for Engagement Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post]. ©Michelle Post, Ph.D., CSMS Retrieved from http://bit.ly/Ta8Okt
    • NOW ITS TIME TO TAKE ACTION & MEASURE! ©Michelle Post, Ph.D., CSMS
    • Apply the SMM&M Strategy ©Michelle Post, Ph.D., CSMS
    • REPORTS, TOOLS, BOOKS, & RESOURCES ©Michelle Post, Ph.D., CSMS
    • Free Reports • 30 social media metrics defined and explained - http://bit.ly/1iqrMip • Ian Cleary – Razor Social - http://www.razorsocial.com/ • The Social Media ROI Cookbook http://www.slideshare.net/Altimeter/the-social-media-roi-cookbook • Free Social Media Analytics in Excel & On The Web http://simplymeasured.com/free-social-media-tools • Guide to Twitter Analytics http://simplymeasured.com/blog/category/guide-to-twitter-analytics/ • Guide to Facebook Analytics http://simplymeasured.com/blog/category/guide-to-facebook-analytics/ • KISSmetrics FREE Marketing Guides http://blog.kissmetrics.com/marketing-guides/ ©Michelle Post, Ph.D., CSMS
    • Tools, Tools, & More Tools • Tools Used by the Experts http://www.razorsocial.com/category/asktheexpert/ • 10 free metrics tools - http://socialbrite.s3.amazonaws.com/10free-metrics-tools.pdf • Free social media tools - http://simplymeasured.com/free-socialmedia-tools • 39 Awesome Tools and Resources for Blogging and Social Media Marketing - http://bit.ly/11dZZFN • 50 Top Tools for Social Media Monitoring, Analytics, and Management – http://bit.ly/13sJc6I • Top 25 Free Website Grader Tools http://upcity.com/blog/2013/04/top-25-free-website-grader-tools/ ©Michelle Post, Ph.D., CSMS
    • Tools, Tools, & More Tools • 12 Awesome Pinterest Tools To Power Up Your Marketing http://bit.ly/14K6HMa • 29 Tools to Enhance Your Business Blog - http://bit.ly/10R7WTe • Free Twitter Analytic Tools: The Ultimate Guide http://www.razorsocial.com/free-twitter-analytics/ • 5 Free Instagram Analytics Tools One Must Use!! http://www.dazeinfo.com/2013/04/19/5-free-instagram-analyticstools-one-must-use/ • 5 Tools to Grow Your Presence on Google Plus http://bit.ly/VPuHmh • See who is tracking you (Lightbeam) https://addons.mozilla.org/en-US/firefox/addon/lightbeam/ • Advanced Blog Metrics – Wordpress Plugin http://wordpress.org/plugins/advanced-blog-metrics/ ©Michelle Post, Ph.D., CSMS
    • My Favorite Books ©Michelle Post, Ph.D., CSMS
    • Resources • 12 Must Read Analytics Blogs http://blog.crazyegg.com/2013/02/22/best-analytics-blogs/ • 40 Key Social Media Metrics Defined - http://bit.ly/Ta8Okt • 5 Social Media Metrics That Won't Slow You Down http://socialmediatoday.com/1607386/5-social-media-met • A Few Good Tools for Measuring and Monitoring Social Media http://bit.ly/pC5kma • How to Measure the Reach of Your Facebook Posts (and then Increase It) - http://www.postplanner.com/how-to-measureincrease-facebook-reach/ • How To Measure Your Facebook Page Performance [INFOGRAPHIC] - http://bit.ly/10sRInJ • The Minimalist’s Guide To Social Media Metrics http://mklnd.com/14xbtbO ©Michelle Post, Ph.D., CSMS
    • Resources • 10 useful Google Analytics custom dashboards http://bit.ly/12QO8Qw • Gerry Moran Infographic: 9 Simple Ways to Measure Facebook and Twitter Success - http://bit.ly/17eIVE1 • Get A Pulse: The Best Social Media Metrics To Track For Your Brand - http://bit.ly/1eVylYk • How to Use Pinterest Analytics: 6 Metrics Worth Measuring - http://www.socialmediaexaminer.com/pinterestanalytics/ • Making the Most of LinkedIn Insights http://bit.ly/135wPiV • Top Ten Steps to Measure Social Media Return on Investment (ROI) - http://bit.ly/KmjiYC ©Michelle Post, Ph.D., CSMS
    • REFERENCES ©Michelle Post, Ph.D., CSMS
    • References • Bartholomew, D. (n.d.). A New Framework for Social Media Metrics and Measurement [Blog posting]. Retrieved from http://bit.ly/1bw3ygi • Hounsokou, F. (2013, February 11). 10 metrics to effectively track your website [Slideshare post]. Retrieved from http://slidesha.re/17GRyqY • Kelly, N. (2013). How to measure social media. Indianapolis, IN: Que. • Moran, G. (2013, June 9). Size Matters. How To Measure Your LinkedIn Social Selling Success [Blog post]. Retrieved from http://bit.ly/16UIP9j ©Michelle Post, Ph.D., CSMS
    • References • Shively, K. (2012, December 20). 40 Key social metrics defined [Blog post]. Retrieved from http://bit.ly/Ta8Okt • Walker, L. (n.d.). Social Metrics: What Does It Mean? [Blog post]. Retrieved from http://personalweb.about.com/od/socialmediaresearc h/a/Social-Metrics.htm • Walter, E. (2013, August 12). The Ultimate Guide to Pinterest Metrics for Every Brand [INFOGRAPHIC]. Retrieved from http://bit.ly/17jTgin • Wordpress.org. (n.d.). Advanced blog metrics [Blog post]. Retrieved from http://wordpress.org/plugins/advanced-blog-metrics/ ©Michelle Post, Ph.D., CSMS
    • IMAGE CREDITS ©Michelle Post, Ph.D., CSMS
    • Image Credits • Buzztimebusiness. (2012). Measuring social media [Image file]. Retrieved from http://bit.ly/I2pMiV • Dashoflime.co.za. (2012). Facebook-Measuring1 [Image file]. Retrieved from http://bit.ly/1efv6Kr • Icdn5.digitaltrends.com. (n.d.). twitter-analytics-3650x0 [Image file]. Retrieved from http://bit.ly/1fRlfLj • Hudsonhorizons.com. (n.d.). Googleanalyticsyoutube [Image file]. Retrieved from http://bit.ly/18LAzEl • Venturebeat. (2011). Google-plus-businesses [Image file]. Retrieved from http://bit.ly/1aoEwm9 ©Michelle Post, Ph.D., CSMS
    • Image Credits • Media.licdn.com. (n.d.). 3871215 [Image file]. Retrieved from http://bit.ly/185miYw • Alexanders.com. (2013). Measuring-pinterest [Image file]. Retrieved from http://bit.ly/I2snJw • Whitehatmedia.com. (n.d.). Instagram [Image file]. Retrieved from http://bit.ly/19CqeKj • Intersearchmedia.com. (2013). Web-Analytics-Function-Diagram [Image file]. http://bit.ly/Ie5nqc • Cdn.impactbnd.com. (2013). Analytics-Blog-690x426 [Image file]. Retrieved from http://bit.ly/1iqWuIe • Kcerny.files.wordpress.com. (2011). fotolia_30498382_xs [Image file]. Retrieved from http://kcerny.files.wordpress.com/2011/07/fotolia_30498382_xs.jp g ©Michelle Post, Ph.D., CSMS
    • ABOUT DR. POST ©Michelle Post, Ph.D., CSMS
    • Michelle Post, Ph.D., CSMS ©Michelle Post, Ph.D., CSMS