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  • !
  • Finally, you can measure conversation and qualitative metrics by monitoring the conversation about your brand on a regular basis One free tool to use is Social Mention. It crawls MSN sites and social media sites for content around a keyword You can set up alerts to make life easier There is human analysis involved here. What is the sentiment? Etc.

Transcript

  • 1. Defining Success Measuring Your Social Media Effort
  • 2. What is the worth of a conversation?
    • Desired action
      • Engagement
      • Decision
      • Change in sentiment
      • Lead generation
      • Purchase
  • 3. Calculating ROI
    • Deduct cost of social media work (time, money) from the income generated
    • Positive result = profitable investment
    • Negative result = time to review strategy and tactics
  • 4. Calculating ROE
    • Not everything is numbers
    • ROE = return on engagement
    • Assign value to the qualitative
  • 5. What to Measure
    • An overview of potential metrics to include in your reporting
  • 6. Layer One
    • Website
      • Web hits, unique visitors
    • Social Media
      • Fans, followers, clicks
    • External online environments
      • Number of mentions
      • Brand placements
  • 7. Layer Two
    • Time on site
    • Page views per visit
    • Comments
    • Subscriber count
    • Bounce rate
  • 8. Layer Three
    • Twitter
      • Mentions, retweets
    • Facebook, LinkedIn
      • Likes, comments
    • Media-sharing
      • Views, comments, subscriptions, tags
    • Social news/bookmarking sites
      • Votes, shared content
    • Review sites
      • Number and quality of reviews
  • 9. Layer Four
    • Sentiment
    • Conversation volume
    • Conversation trends
    • Keyword trends
    • Customer service queries handled
  • 10. Information Overload
    • How to measure all of these metrics?
  • 11. Measurement Tools
    • Google Analytics
      • Free and robust
      • Tracks eyeball and engagement metrics
      • Also track goals, direct purchases and leads
    • Facebook Insights
    • Twitter content management tools
      • Content management tools
      • Web URL shortening tools
    • Social Mention
  • 12. Let’s look at ANALYTICS
  • 13. Let’s Take a Look
  • 14. Let’s Take a Look
  • 15. Let’s Take a Look
  • 16. Let’s Take a Look
  • 17. Facebook Insights
  • 18. Content Management Tools
  • 19. Web URL Shortening
  • 20. Qualitative/Conversation Data
  • 21. What to do with all the data?
    • Choose metrics that map back to your goals, objectives and strategy
    • Develop a dashboard
    • Engage in ongoing measurement
  • 22. Topline Takeaways
    • Know how you’re going to measure progress
    • Focus on engagement metrics over pure eyeball metrics
    • Select an easy-to-use web analytics package