Defining Success Measuring Your Social Media Effort
What is the worth of a conversation? <ul><li>Desired action </li></ul><ul><ul><li>Engagement </li></ul></ul><ul><ul><li>De...
Calculating ROI <ul><li>Deduct cost of social media work  (time, money) from the income generated </li></ul><ul><li>Positi...
Calculating ROE <ul><li>Not everything is numbers </li></ul><ul><li>ROE = return on engagement </li></ul><ul><li>Assign va...
What to Measure <ul><li>An overview of potential metrics to include in your reporting </li></ul>
Layer One <ul><li>Website </li></ul><ul><ul><li>Web hits, unique visitors </li></ul></ul><ul><li>Social Media </li></ul><u...
Layer Two <ul><li>Time on site </li></ul><ul><li>Page views per visit </li></ul><ul><li>Comments </li></ul><ul><li>Subscri...
Layer Three <ul><li>Twitter </li></ul><ul><ul><li>Mentions, retweets </li></ul></ul><ul><li>Facebook, LinkedIn </li></ul><...
Layer Four <ul><li>Sentiment </li></ul><ul><li>Conversation volume </li></ul><ul><li>Conversation trends </li></ul><ul><li...
Information Overload <ul><li>How to measure all of these metrics? </li></ul>
Measurement Tools <ul><li>Google Analytics </li></ul><ul><ul><li>Free and robust </li></ul></ul><ul><ul><li>Tracks eyeball...
Let’s look at ANALYTICS
Let’s Take a Look
Let’s Take a Look
Let’s Take a Look
Let’s Take a Look
Facebook Insights
Content Management Tools
Web URL Shortening
Qualitative/Conversation Data
What to do with all the data? <ul><li>Choose metrics that map back to your goals, objectives and strategy </li></ul><ul><l...
Topline Takeaways <ul><li>Know how you’re going to measure progress </li></ul><ul><li>Focus on engagement metrics over pur...
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Measurement

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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.
  • Measurement

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