Social Media Metrics In Depth
presented to eBound
February 6, 2014
Monique Sherrett
monique@boxcarmarketing.com
604-732-64...
Social Media Metrics In Depth
• Facebook Insights & Exports
• Finding Influences w/ Twitter API
• Custom alerts, dashboard...
Master Facebook Marketing
Covered on Feb 4

•
•
•
•

Monday, 17 February, 14

#1 component most Pages get wrong
How to mak...
Example: How to Use Graph Search
Let’s say Orca Books has a goal to build up its audience.
i.e., Get More Likes: People wh...
Facebook Export

Monday, 17 February, 14
Total Reach and Organic Reach

582: This is Total Reach
Hover to see Organic/Paid
What you really want is
Lifetime Post Re...
People Talking About This

Monday, 17 February, 14
Post Clicks vs Link Clicks

Monday, 17 February, 14
Where is it? http://youtu.be/KkK4oAIMUzw at 0:06

Monday, 17 February, 14
What metrics are important?
• Publishers: People seeing content on your website, blog, book detail pages
• Link Clicks (tr...
What to do with Facebook Data
• Export Post-Level Data quarterly (or at least bi-annually)
• Analyze several months of dat...
Finding Influencers on Twitter

Monday, 17 February, 14
Finding Influencers on Twitter

Monday, 17 February, 14
Twitter API: TAGS

Monday, 17 February, 14
Twitter API: Use TAGS to create an archive
http://bit.ly/twitterarchiver

Monday, 17 February, 14
What to do with Twitter Data
• Track Reach vs Fans; monitor ratios
• Quarterly (or at least annually) do some competitor r...
Custom Dashboards

Monday, 17 February, 14
Better Questions Lead to Better Metrics

Monday, 17 February, 14
What to Track

Micro Conversions
Book-Page Views
Ratings & Reviews

Social Interactions

Add to Cart
Search

#Pages

# Pag...
Digital Marketing & Measurement Model
Create Awareness

Generate Leads

Conversions

Goal: Reinforce offline/online
marketi...
Where are those reports? http://youtu.be/KkK4oAIMUzw at 0:36
Create Awareness
Goal: Reinforce offline/
online marketing &
a...
Where are those reports?
Create Awareness
Goal: Reinforce offline/
online marketing &
advertising
KPI: Unique visitors;
Bra...
Where are those reports?
Create Awareness
Goal: Reinforce offline/
online marketing &
advertising
KPI: Unique visitors;
Bra...
Where are those reports?
Create Awareness
Goal: Reinforce offline/
online marketing &
advertising
KPI: Unique visitors;
Bra...
Where are those reports?
Generate Leads
Goal: Provide DetailPg Info
Capture Leads (Email/
Contact)
KPI: # Pageviews
eNews ...
Where are those reports?
Conversions
Goal: Provide easy
online access to
signup; contests, Buy
Links, etc.
KPI: Conversion...
Custom Report + Audience Segment
Conversions
Goal: Provide easy
online access to
signup; contests, Buy
Links, etc.
KPI: Co...
How to Set Average Goal Values
1. What is the value of someone clicking a Buy the Book link?
If you use affiliate links the...
Set a Goal Value http://youtu.be/KkK4oAIMUzw at 1:20

Monday, 17 February, 14
Custom Alerts

Monday, 17 February, 14
Set Custom Alerts Based on Benchmarks
Create Awareness

Generate Leads

Conversions

Goal: Reinforce offline/online
marketi...
Custom Alerts http://youtu.be/KkK4oAIMUzw at 1:55

Monday, 17 February, 14
What to do with Google Data
• Set Benchmark Targets
• Create Dashboards to see key metrics at a glance
• Create audience s...
We do X to know Y
•
•
•

Export Facebook Insights to see Fan-Only Data
Adv. Audience Research with Twitter Tools to Find I...
Marketing Metrics: Resource Page for Publishers
http://www.boxcarmarketing.com/marketing-metrics
How can I help?
Monique S...
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Social Media Metrics In Depth

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eBound Canada presentation Feb 6, 2014. Social Media Metrics In Depth includes Facebook Insights, Twitter tools for outreach and Google Analytics custom alerts, reports and dashboards.

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Social Media Metrics In Depth

  1. 1. Social Media Metrics In Depth presented to eBound February 6, 2014 Monique Sherrett monique@boxcarmarketing.com 604-732-6467 #MktgQA Monday, 17 February, 14
  2. 2. Social Media Metrics In Depth • Facebook Insights & Exports • Finding Influences w/ Twitter API • Custom alerts, dashboards & report Monday, 17 February, 14
  3. 3. Master Facebook Marketing Covered on Feb 4 • • • • Monday, 17 February, 14 #1 component most Pages get wrong How to make Facebook advertising worth it Ideas for getting more Likes, Clicks & Sales Selling via Facebook
  4. 4. Example: How to Use Graph Search Let’s say Orca Books has a goal to build up its audience. i.e., Get More Likes: People who like children’s books. 1. Search on Facebook for “People who like Orca Book Publishers” Results give us a look at who those people are and can be used to build audience profile / personas based on avatar, key details or used when setting up targets for ads. 2. Refine by looking at more pages they like (what else do ppl who like Orca like) Search for “Pages liked by people who like Orca” * other publishers * magazines (possible advertising opportunities) * lit organizations, bookstores (places to do co-op, online ads/promotions, * Canada Reads 3. Search in combination: “People who like Orca Book Publishers AND Annick Press” Monday, 17 February, 14
  5. 5. Facebook Export Monday, 17 February, 14
  6. 6. Total Reach and Organic Reach 582: This is Total Reach Hover to see Organic/Paid What you really want is Lifetime Post Reached by People Who Like Your Page Monday, 17 February, 14
  7. 7. People Talking About This Monday, 17 February, 14
  8. 8. Post Clicks vs Link Clicks Monday, 17 February, 14
  9. 9. Where is it? http://youtu.be/KkK4oAIMUzw at 0:06 Monday, 17 February, 14
  10. 10. What metrics are important? • Publishers: People seeing content on your website, blog, book detail pages • Link Clicks (track consumption of content) • Post-Level Fan Reach and Fan Engagement data • Tag your links with Google’s URL builder (track FB traffic YOU send to your site) https://support.google.com/analytics/answer/1033867?hl=en • Use conversion pixel (track FB revenue) Monday, 17 February, 14
  11. 11. What to do with Facebook Data • Export Post-Level Data quarterly (or at least bi-annually) • Analyze several months of data (try 150 days worth) • Look for trends • Analyze by post type (link post, photo post) • Calculate ratios (Engaged Fans/Fans Reached) • Shares by post type • Negative feedback • When Insights isn’t enough then add other tools: AgoraPulse Barometer, EdgeRank Checker, Quintly Monday, 17 February, 14
  12. 12. Finding Influencers on Twitter Monday, 17 February, 14
  13. 13. Finding Influencers on Twitter Monday, 17 February, 14
  14. 14. Twitter API: TAGS Monday, 17 February, 14
  15. 15. Twitter API: Use TAGS to create an archive http://bit.ly/twitterarchiver Monday, 17 February, 14
  16. 16. What to do with Twitter Data • Track Reach vs Fans; monitor ratios • Quarterly (or at least annually) do some competitor research • Monthly (or quarterly) look at your influential followers • Use TAGS to monitor campaigns or general-press traffic • Sign up for an ad account to view Twitter Analytics http://ads.twitter.com • Use data exports to look for efficiencies • Type of tweets (original content, status, link, photo, RT, reply) • Time of day/day of week Monday, 17 February, 14
  17. 17. Custom Dashboards Monday, 17 February, 14
  18. 18. Better Questions Lead to Better Metrics Monday, 17 February, 14
  19. 19. What to Track Micro Conversions Book-Page Views Ratings & Reviews Social Interactions Add to Cart Search #Pages # Pages Time on Page Sign Ups Contest Entries Registrations Monday, 17 February, 14 Sales
  20. 20. Digital Marketing & Measurement Model Create Awareness Generate Leads Conversions Goal: Reinforce offline/online marketing & advertising Goal: Provide Detail-Pg Info Capture Leads (Email/Contact) Goal: Provide easy online access to signup; contests, Buy Links, etc. KPI: Unique visitors; Branded traffic, Search & Direct KPI: # Pageviews eNews Signups KPI: Conversions, Visitor Loyalty Target: 33K unique visitors/month; 10K during campaign weeks Target: 13K Detail-Pg pageviews/ month Target: 200 signups/month, 50 entries/week Segments: Traffic Sources, Converted Visits Segments: Page Type & Geography; Traffic Sources Monday, 17 February, 14 Segments: Visitor personas, Converted Visits
  21. 21. Where are those reports? http://youtu.be/KkK4oAIMUzw at 0:36 Create Awareness Goal: Reinforce offline/ online marketing & advertising KPI: Unique visitors; Branded traffic, Search & Direct Target: 33K unique visitors/ month; 10K during campaign weeks Segments: Traffic Sources, Converted Visits Monday, 17 February, 14
  22. 22. Where are those reports? Create Awareness Goal: Reinforce offline/ online marketing & advertising KPI: Unique visitors; Branded traffic, Search & Direct Target: 33K unique visitors/ month; 10K during campaign weeks Segments: Traffic Sources, Converted Visits Monday, 17 February, 14
  23. 23. Where are those reports? Create Awareness Goal: Reinforce offline/ online marketing & advertising KPI: Unique visitors; Branded traffic, Search & Direct Target: 33K unique visitors/ month; 10K during campaign weeks Segments: Traffic Sources, Converted Visits Monday, 17 February, 14
  24. 24. Where are those reports? Create Awareness Goal: Reinforce offline/ online marketing & advertising KPI: Unique visitors; Branded traffic, Search & Direct Target: 33K unique visitors/ month; 10K during campaign weeks Segments: Traffic Sources, Converted Visits Monday, 17 February, 14
  25. 25. Where are those reports? Generate Leads Goal: Provide DetailPg Info Capture Leads (Email/ Contact) KPI: # Pageviews eNews Signups Target: 13K Detail-Pg pageviews/month Segments: Page Type & Geography; Traffic Sources Monday, 17 February, 14
  26. 26. Where are those reports? Conversions Goal: Provide easy online access to signup; contests, Buy Links, etc. KPI: Conversions, Visitor Loyalty Target: 200 signups/month, 50 entries/week Segments: Visitor personas, Converted Visits Monday, 17 February, 14
  27. 27. Custom Report + Audience Segment Conversions Goal: Provide easy online access to signup; contests, Buy Links, etc. KPI: Conversions, Visitor Loyalty Target: 200 signups/month, 50 entries/week Segments: Visitor personas, Converted Visits Monday, 17 February, 14
  28. 28. How to Set Average Goal Values 1. What is the value of someone clicking a Buy the Book link? If you use affiliate links then calculate (total revenue/# link clicks = avg goal value) 2. What is the value of a catalogue download? If you track micro-conversions in offline systems, i.e., someone requests a catalogue, you track downloads of the catalogue in a CRM and match that to seasonal orders, then calculate (total revenue/# web-requests) If you allocate budgets and calculate ROI for related tactics, use that. i.e., “when we send 6,000 catalogues, typically we get ### orders, which yields $$$ revenue,” calculate the ROI of each catalogue and use that as the goal value. 3. What is the value of an email sign up, contest entry, etc.? Use relative goal values. 4. What if I have no clue what you’re talking about? Set $1 as the goal value for all outcomes. Monday, 17 February, 14
  29. 29. Set a Goal Value http://youtu.be/KkK4oAIMUzw at 1:20 Monday, 17 February, 14
  30. 30. Custom Alerts Monday, 17 February, 14
  31. 31. Set Custom Alerts Based on Benchmarks Create Awareness Generate Leads Conversions Goal: Reinforce offline/online marketing & advertising Goal: Provide Detail-Pg Info Capture Leads (Email/Contact) Goal: Provide easy online access to signup; contests, Buy Links, etc. KPI: Unique visitors; Branded traffic, Search & Direct KPI: # Pageviews eNews Signups KPI: Conversions, Visitor Loyalty Target: 33K unique visitors/month; 10K during campaign weeks Target: 13K Detail-Pg pageviews/ month Target: 200 signups/month, 50 entries/week Segments: Traffic Sources, Converted Visits Segments: Page Type & Geography; Traffic Sources Monday, 17 February, 14 Segments: Visitor personas, Converted Visits
  32. 32. Custom Alerts http://youtu.be/KkK4oAIMUzw at 1:55 Monday, 17 February, 14
  33. 33. What to do with Google Data • Set Benchmark Targets • Create Dashboards to see key metrics at a glance • Create audience segments (personas or cohorts) • Use Audience Segments with Standard & Custom Reports • Set up Custom Alerts for various thresholds of interest • Ask better questions of the data Monday, 17 February, 14
  34. 34. We do X to know Y • • • Export Facebook Insights to see Fan-Only Data Adv. Audience Research with Twitter Tools to Find Influencers Who Can Amplify Messages Google Analytics to determine benchmark metrics (and set Goal Values) to more efficiently dig into why significant changes happen Monday, 17 February, 14
  35. 35. Marketing Metrics: Resource Page for Publishers http://www.boxcarmarketing.com/marketing-metrics How can I help? Monique Sherrett monique@boxcarmarketing.com 604-732-6467 If you LIKE this webinar, please consider recommending me for other workshops. #MktgQA Monday, 17 February, 14

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