A tweet is worth
what?
A guide to measuring social media

Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media

COURTNEY SEITER
Community Manager
If you’ve ever talked to Raven...
A tweet is worth what? A guide to measuring social media

Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media

Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media

raven.im/SMgoals

Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media

The five goalposts of
social measurement
• Awareness
• Engagemen...
A tweet is worth what? A guide to measuring social media

OBJECTIVE 1: AWARENESS

Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media

Reach metrics
• Facebook: Weekly Total Reach or “saw this post”
...
A tweet is worth what? A guide to measuring social media

Audience growth metrics
• Facebook: New fans ÷ total fans
• Twit...
A tweet is worth what? A guide to measuring social media

RAVEN CAN HELP: SOCIAL METRICS

Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media

Brand awareness metrics
• Brand mentions: How often are people t...
A tweet is worth what? A guide to measuring social media

RAVEN CAN HELP: SOCIAL MONITOR

raven.im/MaxMonitor
Saturday, No...
A tweet is worth what? A guide to measuring social media

OBJECTIVE 2: ENGAGEMENT

Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media

Engagement metrics
• Likes
• Comments/Mentions
• Shares
• Review...
A tweet is worth what? A guide to measuring social media

RAVEN CAN HELP: SOCIAL METRICS

Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media

RAVEN CAN HELP: SOCIAL MONITOR

Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media

OBJECTIVE 3: TRAFFIC/LEADS

Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media

Traffic metrics
• Social traffic to site
• Percentage social vis...
A tweet is worth what? A guide to measuring social media

RAVEN CAN HELP: SOCIAL METRICS

Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media

RAVEN CAN HELP: GOOGLE ANALYTICS SOCIAL

Saturday, November 9, 1...
A tweet is worth what? A guide to measuring social media

OBJECTIVE 4: CONVERSIONS

Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media

Conversions=goals
• Duration goals: Spending more than 3 minutes...
A tweet is worth what? A guide to measuring social media

Conversion metrics
• Number of conversions
• Conversion value
• ...
A tweet is worth what? A guide to measuring social media

RAVEN CAN HELP: GOOGLE ANALYTICS SOCIAL

Saturday, November 9, 1...
A tweet is worth what? A guide to measuring social media

OBJECTIVE 5: RETENTION/ADVOCACY

Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media

Happy customer metrics
• Response rate
• Average response time
•...
A tweet is worth what? A guide to measuring social media

RAVEN CAN HELP: NEW SOCIAL TOOL!

Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media

ONE MORE SNEAK PEEK...

Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media

WANT MORE? DOWNLOAD OUR RESOURCE!

raven.im/30metrics

Saturday,...
A tweet is worth what? A guide to measuring social media

WHERE IS ALL THIS GOOD STUFF?

Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media

WHERE IS ALL THIS GOOD STUFF?

Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media

REPORTING

Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media

P.S. Join our community!
• Twitter
• Google+
• YouTube
• Faceboo...
Upcoming SlideShare
Loading in...5
×

Measuring Social Media: A Tweet Is Worth WHAT?

642

Published on

Measuring social media can be tough – but it's not impossible. We'll follow the journey from awareness to engagement to traffic to conversions to show how social media can be measured and reported all the way to real dollars.

Published in: Marketing, Technology, Business

Measuring Social Media: A Tweet Is Worth WHAT?

  1. 1. A tweet is worth what? A guide to measuring social media Saturday, November 9, 13
  2. 2. A tweet is worth what? A guide to measuring social media COURTNEY SEITER Community Manager If you’ve ever talked to Raven on Twitter, Facebook, Google+, LinkedIn or any other social network, that was probably me. @RavenCourtney courtney@raventools.com Saturday, November 9, 13
  3. 3. A tweet is worth what? A guide to measuring social media Saturday, November 9, 13
  4. 4. A tweet is worth what? A guide to measuring social media Saturday, November 9, 13
  5. 5. A tweet is worth what? A guide to measuring social media raven.im/SMgoals Saturday, November 9, 13
  6. 6. A tweet is worth what? A guide to measuring social media The five goalposts of social measurement • Awareness • Engagement • Traffic/Leads • Conversions • Retention/Advocacy Saturday, November 9, 13
  7. 7. A tweet is worth what? A guide to measuring social media OBJECTIVE 1: AWARENESS Saturday, November 9, 13
  8. 8. A tweet is worth what? A guide to measuring social media Reach metrics • Facebook: Weekly Total Reach or “saw this post” • Twitter: Total followers + Total followers of those who retweeted your posts • YouTube: Total views • Google Plus: Those who have you in a Circle + total number of Circles of everyone who shared your content • LinkedIn: Total impressions Saturday, November 9, 13
  9. 9. A tweet is worth what? A guide to measuring social media Audience growth metrics • Facebook: New fans ÷ total fans • Twitter: New followers ÷ total followers • YouTube: New subscribers ÷ total followers • Google Plus: Newly added to Circles ÷ have you in Circles • LinkedIn: New followers of company page ÷ total followers of company page Saturday, November 9, 13
  10. 10. A tweet is worth what? A guide to measuring social media RAVEN CAN HELP: SOCIAL METRICS Saturday, November 9, 13
  11. 11. A tweet is worth what? A guide to measuring social media Brand awareness metrics • Brand mentions: How often are people talking about your brand? • Brand sentiment: How do they feel when they’re talking about you? • Share of voice: Are more people talking about you, or your competitor(s)? Saturday, November 9, 13
  12. 12. A tweet is worth what? A guide to measuring social media RAVEN CAN HELP: SOCIAL MONITOR raven.im/MaxMonitor Saturday, November 9, 13
  13. 13. A tweet is worth what? A guide to measuring social media OBJECTIVE 2: ENGAGEMENT Saturday, November 9, 13
  14. 14. A tweet is worth what? A guide to measuring social media Engagement metrics • Likes • Comments/Mentions • Shares • Reviews • Links Saturday, November 9, 13
  15. 15. A tweet is worth what? A guide to measuring social media RAVEN CAN HELP: SOCIAL METRICS Saturday, November 9, 13
  16. 16. A tweet is worth what? A guide to measuring social media RAVEN CAN HELP: SOCIAL MONITOR Saturday, November 9, 13
  17. 17. A tweet is worth what? A guide to measuring social media OBJECTIVE 3: TRAFFIC/LEADS Saturday, November 9, 13
  18. 18. A tweet is worth what? A guide to measuring social media Traffic metrics • Social traffic to site • Percentage social visits • New vs. returning visitors • Social actions • Top landing pages Saturday, November 9, 13
  19. 19. A tweet is worth what? A guide to measuring social media RAVEN CAN HELP: SOCIAL METRICS Saturday, November 9, 13
  20. 20. A tweet is worth what? A guide to measuring social media RAVEN CAN HELP: GOOGLE ANALYTICS SOCIAL Saturday, November 9, 13
  21. 21. A tweet is worth what? A guide to measuring social media OBJECTIVE 4: CONVERSIONS Saturday, November 9, 13
  22. 22. A tweet is worth what? A guide to measuring social media Conversions=goals • Duration goals: Spending more than 3 minutes on site • Pages/visit goals: Visiting more than 5 pages on site • Event goals: Watching a video, completing a form • Destination goals: Visiting a thank-you page Saturday, November 9, 13
  23. 23. A tweet is worth what? A guide to measuring social media Conversion metrics • Number of conversions • Conversion value • Conversion rate • Top converting pages • Top converting networks Saturday, November 9, 13
  24. 24. A tweet is worth what? A guide to measuring social media RAVEN CAN HELP: GOOGLE ANALYTICS SOCIAL Saturday, November 9, 13
  25. 25. A tweet is worth what? A guide to measuring social media OBJECTIVE 5: RETENTION/ADVOCACY Saturday, November 9, 13
  26. 26. A tweet is worth what? A guide to measuring social media Happy customer metrics • Response rate • Average response time • Problems solved • Questions answered • Customers nurtured • Advocates developed Saturday, November 9, 13
  27. 27. A tweet is worth what? A guide to measuring social media RAVEN CAN HELP: NEW SOCIAL TOOL! Saturday, November 9, 13
  28. 28. A tweet is worth what? A guide to measuring social media ONE MORE SNEAK PEEK... Saturday, November 9, 13
  29. 29. A tweet is worth what? A guide to measuring social media WANT MORE? DOWNLOAD OUR RESOURCE! raven.im/30metrics Saturday, November 9, 13
  30. 30. A tweet is worth what? A guide to measuring social media WHERE IS ALL THIS GOOD STUFF? Saturday, November 9, 13
  31. 31. A tweet is worth what? A guide to measuring social media WHERE IS ALL THIS GOOD STUFF? Saturday, November 9, 13
  32. 32. A tweet is worth what? A guide to measuring social media REPORTING Saturday, November 9, 13
  33. 33. A tweet is worth what? A guide to measuring social media P.S. Join our community! • Twitter • Google+ • YouTube • Facebook • Pinterest • Quora Saturday, November 9, 13 @RavenCourtney courtney@raventools.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×