Social Media Measurements

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Adam Proehl and Alan K'necht presented on the topic of Social Media Measurement during Pubcon New Orleans. Learn about the social media measurements that matter, why they matter and the best way to measure them.

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Social Media Measurements

  1. 1. Social Media Measurements Presented by: Alan K’necht & Adam Proehl @aknecht @adamproehl • The ones that matter • Why they matter • How to get at them
  2. 2. 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
  3. 3. 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
  4. 4. @aknecht @adamproehl 10 Most Frequently Asked Questions about Measuring Social Media
  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 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 Adam Proehl adam@nordicclick.com @adamproehl Alan K’necht alan@digitalalwaysmedia.com @aknecht

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