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The Social Media Metrics & Analytics guide
 

The Social Media Metrics & Analytics guide

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A presentation on social media metrics and analytics; what the key measurement stats are to prove social media is contributing to business goals.

A presentation on social media metrics and analytics; what the key measurement stats are to prove social media is contributing to business goals.

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    The Social Media Metrics & Analytics guide The Social Media Metrics & Analytics guide Presentation Transcript

    • Social Media Marketing Analytics“Are My Social Media Efforts Effective?”
    • Am I GettingWhat is QualityEngagement Websiteand am I Visitors?Doing itRight? Is My Content Any Good?What AreMy Goals? Am I Generating Leads & Sales?
    • “Show Me Data”
    • Let’s Offer Some Insight!
    • Agenda• Twitter Metrics• Facebook Metrics• Google Analytics• Shout Outs: Listening Platforms
    • Rules• Success is Arbitrary; all businesses are different. Begin with benchmarks, then improve them• Formulas and KPIs are just numbers; taking action to improve business is the goal of any “marketing”• Track conversions. You’re in this to make money; prove to management social’s contribution
    • Gather the Following (Monthly) Number of Followers Active Followers Tweets Mentions Retweets Received Retweets Given @Replies Tweets Favorited Number of Clicks from Original Content
    • Is My Message Relevant to Followers?• Active Followers/ Total Followers x 100 = Engaged Follower Rate – Active Followers: Number of followers who retweeted you or mentioned you in a tweet 40/1000 x 100 = 4%
    • Am I Engaging with Followers?• (Retweets Given + @replies) / Followers x 100 = Conversation Rate (100+ 30)/1000 x 100 = 13%
    • Is My Content Relevant?• Retweets Received / Tweets x 100 = Amplification Rate 60 / 1000 x 100 = 6%
    • Is My Content Influential?• (Mentions + Retweets Received + Favorited Posts)/ Tweets = Content Influence Rate  (120 + 60 +10)/ 1000 x 100 = 19%
    • Did My Original Content Attract Website/Blog Visitors?• Original Content Post Clicks / Total Original Content Posts = Clicks per Post  463 /2 = 232
    • Twitter Metric Dashboards
    • Have Fun With Twitilyzer
    • Gather the Following (Monthly) Number of Page Fans Lost Fans Organic Page Impressions Viral Page Impressions Posts Post Likes, Comments, Shares Consumptions (Post clicks, link clicks, video clicks, photo clicks)
    • Is My Page Growing?• (New Fans-Lost Fans) / Previous Period New Fans = Fan Growth Rate (100-10)/80 = 12%
    • Are My Posts or Page Content Viral?• PTAT (Likes, Shares, Comments- Activity that shows in newsfeeds, a k a Stories)/ Organic Reach) x 100 = Virality Rate  4,000 / 190,000 x 100 = 2.10% – Organic reach: The number of unique people, fans or non-fans, who saw this post in their news feed, ticker or on your Page. – Viral reach: The number of unique people who saw this post from a story published by a friend.
    • Is My Content Being Shared?• # of Shares/ # of Posts= FB Amplification Rate 100 / 60 = 1.66, aka shares per post
    • Are My Fans Engaging with my Posts?• PTAT + Consumptions (Clicks or Views of Links in Posts) / Fans x 100 = Fan Engagement Rate  2,000 + 500 / 7,500 x 100 = 33% Socialbakers research
    • Is My Content Relevant• (Likes + Comments + Shares)/ Fans x 100 = Post Engagement Rate  1,600 / 7,500 x 100 = 21% Photo Video Text Link
    • Measure and Tag Posts with Page Lever
    • Have Your Conversion Goals Set UpeCommerce-Purchase Lead Generation- Trials/Content
    • Create Advanced Segment
    • Is Social Media Generating Conversions?
    • Does Social Media Contribute to Other Channel Conversions? (Attribution)Lead Gen SiteeCommerce Site
    • Which Channels Bring More Engaged Traffic to Your Site/Blog?
    • How Does Social Media EngagementMetrics Compare to Other Channels?
    • What is the Value of a Social Media Transaction?
    • What is the Conversion Rate of Social Media Versus Other Channels?
    • ROI: eCommerce• Gather: Platform Costs, Ad Costs, Content Costs, Time Costs*, Consultant Costs*, Revenue generated (Option- add LTV)• (Revenue-Costs)/Costs = Return on Investment• * Depending on philosophy, feel free to eliminate these items.
    • Lead Gen Sites: Cost Per Conversion• Gather: Platform Costs, Ad Costs, Content Costs, Time Costs*, Consultant Costs*, Conversions (Last)• Costs/Conversions = Cost Per Conversion
    • Shout Out: Social Snap
    • “OK- Let’s Invest More Into Social”
    • Listening and Reputation
    • Shout Out:
    • Daily Monitoring Emails
    • Shout Out:
    • Have a Dashboard?I’ll help you develop and manage a custom dashboard
    • Questions? Need Help? • Contact Paul Mosenson of NuSpark Marketing • pmosenson@nusparkmarketing.com • 610-604-0639 • www.nusparkmarketing.com • @nusparkmktgHappy to Help! That’smy Job!