How do you communicate value to your managers? How do you know that your strategy is actually working? Metrics are a tricky and commonly misunderstood subject. In this Twitter chat, we asked Helen Lawrence of mOSa about why she looks at and how to ensure you're getting the information you need.

1. © 2015 BancVue. All rights reserved. Not for distribution.

2. You Have Fans, Now What?
• Special
Guest:
– Helen
Lawrence
–
Digital
Marke8ng
Coordinator
@
#BankSocial
– #BankSocial
is
a
community
of
passionate
social
media
experts
in
the
retail
banking
industry.
Check
out
their
2-­‐day
conference
in
April,
2016
• Goals:
– Define
which
social
metrics
actually
drive
business
results
– Discover
how
community
FI’s
can
track,
report,
and
refine
digital
campaigns
based
on
analy8cs
– Deliver
insight
to
FI’s
on
how
to
measure
the
effec8veness
of
your
social
campaigns
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial
Delving
into
how
to
look
past
superficial
numbers
and
find
out
what
really
counts.

3.
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial

4. Divider Slide Option 1
“Followers,
Facebook
likes,
Page
views,
Podcast
downloads
–
basically
anything
that
makes
it
look
like
they
like
you
#BankOnSocial”
@HelenLawr

5.
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial

6. Divider Slide Option 1
“Engagement,
and
engagement
percentage.
Allows
you
to
know
what
kind
of
content
to
replicate
#BankOnSocial”
@Alukomnik
“Time
on
site,
blog
subscribers,
and
email
click-­‐throughs.
These
people
are
engaged
and
spending
their
8me
with
my
content
#BankOnSocial"
@HelenLawr

7. Divider Slide Option 1
“Also
my
sugges8on
for
#communitybanks
is
to
pay
aZen8on
to
loca8on.
You
want
to
know
you
are
engaging
the
RIGHT
PEOPLE
#BankOnSocial”
@HelenLawr
“Metrics
that
maZer
are
connected
to
ac8on.
Ac8ons
that
demonstrate
intent
&
movement
down
the
pipe!
#BankOnSocial”
@BancVue

8.
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial

9. Divider Slide Option 1
“Make
the
goal
first,
align
your
metrics
so
they
support
these
goals,
then
get
to
tracking,
and
change!
#BankOnSocial”
@HelenLawr
“Find
your
baseline
–
write
up
a
goal
and
set
dates
to
track
and
meet
your
goals.
You
can
re-­‐
adjust
your
strategy
as
needed
#BankOnSocial"
@BankSmartKATE

10.
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial

11. Divider Slide Option 1
“I’d
say
there’s
2
things
–
qualita8ve
data.
It’s
oaen
given
liZle
value.
But
customer
feedback
etc
is
powerful
#BankOnSocial”
@HelenLawr
“Page
visits
can
be
hard
to
understand.
Unique
visits
mean
a
lot
more.
These
visitors
are
genuinely
interested
#BankOnSocial”
@FTWCCU

12.
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial

13. Divider Slide Option 1
“Having
an
ini8a8ve
and
not
using
any!
#BankOnSocial”
@BankSmartCARRIE

14.
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial

15. Divider Slide Option 1
“YES!
Please
read:
hZp://mosa.me/1SGtWLI.
Too
long
for
a
Tweet
#BankOnSocial
#MustRead”
@HelenLawr

16.
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial

17. Divider Slide Option 1
“A
lot
of
plaforms
will
determine
a
dollar
amount
–
ex:
Yelp
will
say
a
click
on
a
link
is
valued
a
certain
way
#BankOnSocial”
@BankSmartKATE
“Determining
the
value
depends
on
the
goal.
Use
tracking
code
to
see
if
people
are
delivering
vs.
how
much
was
spent
#BankOnSocial”
@HelenLawr

18.
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial

19. Divider Slide Option 1
“Certainly
with
some
hard
data
but
anecdotal
stories
speak
volumes!
Buzz
and
#BrandRecogni8on
is
a
win!
#BankOnSocial
@BankSmartCARRIE
“Trending
metrics
over
8me
is
so
crucial,
so
that
we
can
update,
change,
and
adapt
#BankOnSocial”
@Alukomnik

20.
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial

21. Divider Slide Option 1
“We
use
Google
Analy8cs,
TwiZer
Analy8cs,
Facebook
insights.
Also,
buffer
and
klout
are
good
at
measuring
influence
#BankOnSocial”
@FTWCCU
“Yes!
Customer
and
Community
feedback
has
been
key
to
our
program.
For
us,
it
speaks
louder
than
data.
#BankOnSocial”
@BankSmartCARRIE

22.
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial

23. Divider Slide Option 1
“Google
trends
lets
you
know
what
other
people
are
searching
for
so
you
can
create
content
that
answers
their
ques8ons
#BankOnSocial”
@HelenLawr
“Trending
metrics
over
8me
is
so
crucial,
so
that
we
can
update,
change,
and
adapt
#BankOnSocial”
@Alukomnik

24. Key Takeaways
• Vanity
metrics,
like
followers,
Facebook
Likes,
page
views
etc.
are
not
as
valuable
as
you
may
think
• Engagement
is
king!
– Not
all
engagement
is
created
equally.
Ex.
An
email
subscriber
>
a
Facebook
comment
– Time
on
site
shows
that
people
are
actually
consuming
your
content
• Pay
aZen8on
to
loca8on
–
you
want
engage
the
right
people
– Use
loca8on
hashtags,
TwiZer
advanced
search,
and
Facebook
geo-­‐targe8ng
to
help
• ALWAYS
8e
analy8cs
to
your
marke8ng
ini8a8ves
• Qualita8ve
data
is
extremely
valuable
–
ex.
Posi8ve
sen8ment
• Learn
to
calculate
and
measure
your
social
media
ROI
– Check
out
this
handy
guide
-­‐
hZp://mosa.me/1SGtWLI
• U8lize
Google
trends
to
see
what
people
are
interested
in
&
deliver
content
to
them
that
answers
their
ques8ons
• AZend
the
#BankSocial
conference
in
April
2016!
© 2015 BancVue. All rights reserved. Not for distribution. #BankOnSocial

25. See a list of Social
Media Month
events:
http://bit.ly/BankOnSocial

26. © 2015 BancVue. All rights reserved. Not for distribution.
#bankonsocial
Thank you