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CASESMC: Social Media Analytics and Tracking

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He who has the most followers doesn't always win. There are a number of tools available to measure the success of a social media program. The challenge is determining which metrics are actually …

He who has the most followers doesn't always win. There are a number of tools available to measure the success of a social media program. The challenge is determining which metrics are actually meaningful. Explore the ways to measure effectiveness on Facebook, Twitter and other social media platforms, along with how to bring them in line with institutional goals.

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  • Social media is not free. Unless you work in an agency model, it can be hard to calculate the costs of your efforts.
  • This is where people get lost and see the dandelion, the moss, the twigs, the salamander and forget they are in a forest.
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    • 1. 1Social MediaSocial MediaAnalytics & TrackingAnalytics & TrackingPatrick PowersmStoner
    • 2. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 2Twitter@patrickjpowers#casesmc#smm
    • 3. Our Mission• Clarify goals and objectives.• Identify key performanceindicators.• Understand availabletools/metrics.• Provide clear reporting andanalysis.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 3
    • 4. Determining ROICOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 4ROI = (Gain – Cost) / Cost
    • 5. The CostSocial media is onlyfree if your time isworthless.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 5#casesmc
    • 6. The GainCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 6
    • 7. The Gain•Build better brandawareness.•Increase eventattendance.•Increase applications.•Drive web traffic.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 7
    • 8. What are your goals?1. Build awareness.2. Increaseengagement.3. Drive enrollment.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 8
    • 9. Measureable Objectives• Reach ___ people onFacebook.• Increase engagement ___percent.• Drive ___ people to thewebsite.• Prompt ___ people to inquire.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 9
    • 10. Determining KPICOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 10What are your keyperformanceindicators?
    • 11. Performance IndicatorsReach • Impressions • Views •Friends • Subscribers • Followers • InCircles • Likes • +1s • Comments •Shares • Retweets • Mentions •People Talking About This •Engaged Users • Virality • Check-Ins • Visits • Pageviews • Time onPage • Bounce Rate • Conversions •RSVPs • Inquiries • Applications •GiftsCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 11
    • 12. Define Your KPIDon’t measureeverything, just whatmatters to you.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 12#casesmc
    • 13. Determining KPICOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 13GoalFacebookTwitter YouTube LinkedInBuildAwarenessTotal LikesReachImpressionsFollowersSubscribersViewsUnique ViewsFollowersPageviewsIncreaseEngagementLikesCommentsShares@MentionsRetweetsLikesCommentsSharesLikesCommentsRecommendDriveEnrollmentReferralsInquiriesApplicationsReferralsInquiriesApplicationsReferralsInquiriesApplicationsReferralsInquiriesApplications
    • 14. Facebook InsightsCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 14View Insights
    • 15. Facebook InsightsCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 15
    • 16. Facebook InsightsCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 16Metric MeaningTotal LikesThe number of unique people who like yourpage.Friends of FansThe number of unique people who are friendsof people who like your page.Talking About ThisThe number of people in a week who havecreated a story about your page, i.e. liked,commented, shared or posted.Weekly Total ReachThe number of unique people in a week whohave seen a piece of content from your page.
    • 17. Page PostsCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 17
    • 18. Facebook InsightsCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 18Metric MeaningReachThe number of unique people who page seenyou post.Engaged UsersThe number of unique people who clicked ona post (includes photo views).Talking About ThisThe number of unique people who havecreated a story about your page, i.e. liked,commented, shared or posted.ViralityPercentage of people who saw your post andcreated a story from it.
    • 19. Export the DataThe real gold inFacebook page datahas to be exported.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 19#casesmc
    • 20. Exported Data• Organic, paid and viralimpressions.• Organic, paid and viral reach.• Lifetime negative feedback.• Consumptions by type.• Story types created.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 20
    • 21. TwitterFollowersFollowingTweetsListedCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 21
    • 22. HootsuiteCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 22
    • 23. TwitterCounterCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 23
    • 24. Additional Resources• Social Media Monitor by Wildfire• TwitterGrader by Hubspot• TweetStats• SocialBroCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 24
    • 25. LinkedInCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 25
    • 26. LinkedInCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 26
    • 27. YouTubeCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 27
    • 28. FoursquareCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 28
    • 29. KloutCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 29
    • 30. 3rdParty ScoresUnless a measurement tooladdresses your specificgoals, the number it spits outis useless.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 30#casesmc
    • 31. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 31The good stuff is here …
    • 32. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 32General Trends
    • 33. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 33Network Referrals
    • 34. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 34Social Visitors Flow
    • 35. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 35Specific Campaigns
    • 36. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 36Specific Campaigns
    • 37. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 37Google URL Builder
    • 38. What’s Next?COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 38Now what do I do?
    • 39. Analyze and ReportSocial mediameasurement is only asvaluable as the analysisthat follows.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 39#casesmc
    • 40. Creating a Report• Make it easy to read andunderstand.• Report key performanceindicators.• Monitor and highlight trends.• Offer recommendations.• Explain causation.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 40
    • 41. Creating a ReportCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 41
    • 42. Creating a ReportCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 42
    • 43. Creating a ReportCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 43Social Media Report: OverviewJune1, 2011 - May 31, 2012Build Brand AwarenessPosts Subscribers Reach Impressions1,331 20,591 é 70% 874,495 4,415,571IncreaseAudienceEngagementEngagements Engagements per Post Engagements per Subscriber10,247 7.70 0.50Drive Traffic to EnrollmentReferrals Inquiries Undergraduate Applications GraduateApplications65,740 ê 41% 667 9 é 100% 165 é 100%Total number of referrals to theWebsterwebsitefromsocial media.Requests for information, RSVPs andapplications fromsocial media referrals.Number of undergraduateapplications comingfromsocial media referrals.Websters social channels grew70 percent over thepast year with littlesign of slowingdown. Facebook continues to dominatethesocial media scencewhen it comes to building awareness. It possesses thelargest network of Webster subscribers (9,534) with Twitter coming in second (6,865).Total number of unique users reached acrossall social media platforms.Facebook rules when it comes to audience engagement, netting nearly 32 engagements per post. Thenext highest platformwas Y ouTube whereeachvideoposted averaged just over 5 engagements per post. Facebook accounted for 92 per cent of Websters total social engagements.Themost social traffic to theWebster websitecamefromFacebook (90 percent), so it is no surprisethat Facebook also leads when it comes toinquriiesand applications. Therewas a significant decreasein the year-over-year referrals, most likely due to changes in Facebook that keep users logged in.Number of graduateapplications coming fr omsocial media referrals.Total number of Facebook posts, tweets, pinsand videos uploaded by Webster.Total number of Facebook fans, Twitterfollowers, YouTubesubscribers, etc.Total number of uniqueusers reached acrossall social media platforms.Total number of likes, comments and shar esacross all social media channels.Averagenumber of engagements — likes,comments, shares — per post.% of subscribers who haveengaged withWebster-generated content.
    • 44. Review• Clarify goals and objectives.• Identify key performanceindicators.• Understand available tools.• Provide clear reporting andanalysis.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 44
    • 45. Thank YouCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 45Questions?