Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Top 5 Social Media Metrics Your CMO Wants to See

584 views

Published on

Learn how to track the most important b2b social media metrics and tie social media to revenue with multi-touch attribution.

Published in: Social Media
  • Get the best essay, research papers or dissertations. from ⇒ www.HelpWriting.net ⇐ A team of professional authors with huge experience will give u a result that will overcome your expectations.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hi there! I just wanted to share a list of sites that helped me a lot during my studies: .................................................................................................................................... www.EssayWrite.best - Write an essay .................................................................................................................................... www.LitReview.xyz - Summary of books .................................................................................................................................... www.Coursework.best - Online coursework .................................................................................................................................... www.Dissertations.me - proquest dissertations .................................................................................................................................... www.ReMovie.club - Movies reviews .................................................................................................................................... www.WebSlides.vip - Best powerpoint presentations .................................................................................................................................... www.WritePaper.info - Write a research paper .................................................................................................................................... www.EddyHelp.com - Homework help online .................................................................................................................................... www.MyResumeHelp.net - Professional resume writing service .................................................................................................................................. www.HelpWriting.net - Help with writing any papers ......................................................................................................................................... Save so as not to lose
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Get Paid To Manage Facebook Fan Pages! Facebook Fan Page Workers Required - Start Immediately. ♥♥♥ http://t.cn/AieXiXbg
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

The Top 5 Social Media Metrics Your CMO Wants to See

  1. 1. #B2BMX The Top 5 Social Media Metrics Your CMO Wants to See (& How to Track Them) Amelia Ibarra, Marketing Manager - Community & Social, BrightFunnel
  2. 2. #B2BMX Your Presenter: ▪ Marketing Manager @ BrightFunnel ▪ Previously at EverString and several B2C companies ▪ Has a rescue Formosan Mountain Dog named Nova 🐶 ▪ Tweet: @miadia ▪ Email: amelia@brightfunnel.com
  3. 3. #B2BMX ▪ Marketing Attribution Tracking ▪ ABM Analytics ▪ Web Tracking and Ad Network Integration ▪ Independent Platform Solution ▪ Revenue Funnel Analysis ▪ Forecasting and Prediction ▪ Data Validation and Process Optimization ▪ Sales Activity Analysis
  4. 4. #B2BMX ▪ 64% of marketers are using social media for six hours or more and 41% for 11 or more hours weekly. (Social Media Examiner) ▪ 32% of Facebook users engage with a brand or business regularly ▪ Every second 6000 tweets are sent ▪ 94 percent of B2B marketers use LinkedIn to distribute content. ▪ Half of LinkedIn users say they’d be more likely to buy from a company they engage with on LinkedIn. 5 Reasons Social Matters
  5. 5. #B2BMX 75% of B2B buyers have been influenced by info they found on social media.
  6. 6. #B2BMX
  7. 7. #B2BMX Social Marketers are doing a lot!!
  8. 8. #B2BMX
  9. 9. #B2BMX STEP OUT OF THE SOCIAL ABYSS IT’S TIME TO START TRACKING!
  10. 10. #B2BMX 5 Social Metrics Your CMO Wants to See 5. Engagement 4. Acquisition 3. Account-Based Social Metrics 2. Which social campaigns are performing the best? 1. How is this impacting pipeline and revenue? CMO CAT
  11. 11. #B2BMX #5 - Engagement Are you connecting to the right audience?
  12. 12. #B2BMX Why Engagement Matters ▪ Are you reaching the right audience? ▪ Is your audience listening? ▪ Does your message resonate? ▪ In the buyer’s journey -- ▪ determine awareness and interest in your product ▪ Identify potential customers → Find out who is listening
  13. 13. #B2BMX How to Track Engagement On Twitter: analytics.twitter.com
  14. 14. #B2BMX How to Track Engagement On Facebook: Page Insights
  15. 15. #B2BMX How to Track Engagement On LinkedIn: Business Page Analytics
  16. 16. #B2BMX Another Way to Track Clicks If you’re using a URL shortener → check owly or bitly CTR
  17. 17. #B2BMX Track Mentions on Twitter ▪ Set up a Twitter search stream for your company’s name ▪ Search vs. mention ▪ Hack → use If This Then That
  18. 18. #B2BMX ▪ Determine which posts are most engaging ▪ Maximize spend ▪ Increase CTR Engage in A/B testing
  19. 19. #B2BMX #4 - Acquisition Is social helping bring in new customers?
  20. 20. #B2BMX Why Acquisition Matters ▪ Find what % of your marketing traffic is coming from social ▪ Determine if clicks are converting into leads for your biz ▪ See which channels are impacting the buyer’s journey ▪ Know where to optimize spend → Acquisition demonstrates your social media’s value to the business.
  21. 21. #B2BMX UTMs are your BFF ▪ UTM stands for Urchin Tracking Module ▪ 5ys ago Google purchased Urchin and rebranded it Google Analytics ▪ A UTM tag is a tracking marker appended to a URL ▪ https://ga-dev- tools.appspot.com/campaig n-url-builder/ How to Track Acquisition
  22. 22. #B2BMX How to Track Acquisition Using Google Analytics + UTMs
  23. 23. #B2BMX How to Track Acquisition Using Marketo Forms + UTMs
  24. 24. #B2BMX How to Track Acquisition
  25. 25. #B2BMX How to Track Acquisition But how do I track someone who saw our content on social but didn’t fill out a form immediately?
  26. 26. #B2BMX Track anonymous leads with web cookie tracking
  27. 27. #B2BMX How to Track Acquisition
  28. 28. #B2BMX # 3 - Account Based Social Metrics How is social impacting your account-based marketing?
  29. 29. #B2BMX Why Account-Based Social Matters ▪ Gauge awareness of your target accounts ▪ Measure activity on social at the account level ▪ Measure effectiveness of social selling → Account based social helps you develop better relationships with your target accounts
  30. 30. #B2BMX How to Track Account Based Social
  31. 31. #B2BMX How to Track Account Based Social Account A Account B Account C Account D
  32. 32. #B2BMX How to Track Account Based Social
  33. 33. #B2BMX How to Track Account Based Social
  34. 34. #B2BMX #2 - Which social campaigns are performing the best? How can I optimize my campaigns?
  35. 35. #B2BMX Why Campaign ROI Matters ▪ Understand what moves the needle ▪ Analyze channel / offer mix ▪ Which social channel brings in the most leads ▪ Which offer moves leads through your funnel → Campaign ROI helps you make smarter decisions on the entire customer journey
  36. 36. #B2BMX How to Track Campaign ROI
  37. 37. #B2BMX How to Track Campaign ROI
  38. 38. #B2BMX # 1 - How is this impacting my pipeline and revenue? How does each marketing activity impact the bottom line?
  39. 39. #B2BMX Why Pipeline + Revenue Impact Matters ▪ This is your $$$ report ▪ 1st touch tracks what marketing has sourced ▪ Multi-touch shows you how marketing is impacting the entire customer journey → Multi-touch attribution with social media show marketing results in dollars and cents
  40. 40. #B2BMX How to Track Social Impact
  41. 41. #B2BMX How to Track Social Impact
  42. 42. #B2BMX How to Track Social Impact
  43. 43. #B2BMX 5. Engagement 4. Acquisition 3. Account-Based Social Metrics 2. Which social campaigns are performing the best? 1. How is this impacting pipeline and revenue? To recap:
  44. 44. #B2BMX ● Tweet: @miadia ● Email: amelia@brightfunnel.com Q’s & Thank you!

×