0
Social Media Marketing Analytics“Are My Social Media Efforts        Effective?”
Am I GettingWhat is      QualityEngagement   Websiteand am I     Visitors?Doing itRight?                 Is My            ...
“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 a...
Gather the Following (Monthly)                    Number of Followers                    Active Followers                 ...
Is My Message Relevant to Followers?• Active Followers/ Total Followers x 100 =  Engaged Follower Rate  – Active Followers...
Am I Engaging with Followers?• (Retweets Given + @replies) / Followers x 100  = Conversation Rate  (100+ 30)/1000 x 100 =...
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 + 6...
Did My Original Content Attract        Website/Blog Visitors?• Original Content Post Clicks / Total Original  Content Post...
Twitter Metric Dashboards
Have Fun With Twitilyzer
Gather the Following (Monthly)               Number of Page Fans               Lost Fans               Organic Page Impres...
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)/ Org...
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 Engagemen...
Is My Content Relevant• (Likes + Comments + Shares)/ Fans x 100 =  Post Engagement Rate   1,600 / 7,500 x 100 = 21%      ...
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 (Opti...
Lead Gen Sites: Cost Per Conversion• Gather: Platform Costs, Ad Costs, Content  Costs, Time Costs*, Consultant Costs*,  Co...
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     • 61...
The Social Media Metrics & Analytics guide
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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.

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Transcript of "The Social Media Metrics & Analytics guide"

  1. 1. Social Media Marketing Analytics“Are My Social Media Efforts Effective?”
  2. 2. Am I GettingWhat is QualityEngagement Websiteand am I Visitors?Doing itRight? Is My Content Any Good?What AreMy Goals? Am I Generating Leads & Sales?
  3. 3. “Show Me Data”
  4. 4. Let’s Offer Some Insight!
  5. 5. Agenda• Twitter Metrics• Facebook Metrics• Google Analytics• Shout Outs: Listening Platforms
  6. 6. 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
  7. 7. Gather the Following (Monthly) Number of Followers Active Followers Tweets Mentions Retweets Received Retweets Given @Replies Tweets Favorited Number of Clicks from Original Content
  8. 8. 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%
  9. 9. Am I Engaging with Followers?• (Retweets Given + @replies) / Followers x 100 = Conversation Rate (100+ 30)/1000 x 100 = 13%
  10. 10. Is My Content Relevant?• Retweets Received / Tweets x 100 = Amplification Rate 60 / 1000 x 100 = 6%
  11. 11. Is My Content Influential?• (Mentions + Retweets Received + Favorited Posts)/ Tweets = Content Influence Rate  (120 + 60 +10)/ 1000 x 100 = 19%
  12. 12. Did My Original Content Attract Website/Blog Visitors?• Original Content Post Clicks / Total Original Content Posts = Clicks per Post  463 /2 = 232
  13. 13. Twitter Metric Dashboards
  14. 14. Have Fun With Twitilyzer
  15. 15. 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)
  16. 16. Is My Page Growing?• (New Fans-Lost Fans) / Previous Period New Fans = Fan Growth Rate (100-10)/80 = 12%
  17. 17. 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.
  18. 18. Is My Content Being Shared?• # of Shares/ # of Posts= FB Amplification Rate 100 / 60 = 1.66, aka shares per post
  19. 19. 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
  20. 20. Is My Content Relevant• (Likes + Comments + Shares)/ Fans x 100 = Post Engagement Rate  1,600 / 7,500 x 100 = 21% Photo Video Text Link
  21. 21. Measure and Tag Posts with Page Lever
  22. 22. Have Your Conversion Goals Set UpeCommerce-Purchase Lead Generation- Trials/Content
  23. 23. Create Advanced Segment
  24. 24. Is Social Media Generating Conversions?
  25. 25. Does Social Media Contribute to Other Channel Conversions? (Attribution)Lead Gen SiteeCommerce Site
  26. 26. Which Channels Bring More Engaged Traffic to Your Site/Blog?
  27. 27. How Does Social Media EngagementMetrics Compare to Other Channels?
  28. 28. What is the Value of a Social Media Transaction?
  29. 29. What is the Conversion Rate of Social Media Versus Other Channels?
  30. 30. 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.
  31. 31. Lead Gen Sites: Cost Per Conversion• Gather: Platform Costs, Ad Costs, Content Costs, Time Costs*, Consultant Costs*, Conversions (Last)• Costs/Conversions = Cost Per Conversion
  32. 32. Shout Out: Social Snap
  33. 33. “OK- Let’s Invest More Into Social”
  34. 34. Listening and Reputation
  35. 35. Shout Out:
  36. 36. Daily Monitoring Emails
  37. 37. Shout Out:
  38. 38. Have a Dashboard?I’ll help you develop and manage a custom dashboard
  39. 39. Questions? Need Help? • Contact Paul Mosenson of NuSpark Marketing • pmosenson@nusparkmarketing.com • 610-604-0639 • www.nusparkmarketing.com • @nusparkmktgHappy to Help! That’smy Job!
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