Session13 measurement


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  • Insights provided by analytics will help you make the most appropriate and intelligent decisions moving forward in a social media strategy.
  • I like measuring influence against engagement.
  • Also measure the your share of the conversation against competitors.
  • You can track this metric by monitoring the referring sources in your web analytics platform. Ultimately, you want to see traffic from social media sources rising over time, especially as your social media reach grows. After all, a major goal of social media outreach is to attract visitors to your website where they can convert into leads or customers.
  • You may discover that social media visitors convert into leads and customers at a higher rate than visitors from other channels, thanks to the level of engagement you’ve been able to generate before a social follower even visits your website. Or, you may find that social media followers convert at a lower rate than visitors who find you through a specific search or who are on your email list. That situation may be okay, though, if your social media strategy is more focused on building brand awareness or fostering closer connections with existing customers.
  • Session13 measurement

    1. 1. Measuring Social MediaMarketing
    2. 2. You you need marketing analytics• Identifying what’s working• Identifying what’s not working• Identifying ways to improve• Implementing more of the tactics that work toimprove marketing performanceThe Four benefits of measuring is knowing the following:
    3. 3. PurposeThe idea is about quantitative growthand qualitative perception of brand.
    4. 4. Much of your analytics monitoring will orshould be in the form of a feedback loop:CreateContent& EngageListen &MonitorMeasure& EngagePlan &Set Goals
    5. 5. Your Social Media Metrics• Audience Growth & Reach• Engagement• Visibility & Brand Perception• Traffic Pull• Conversion Rate
    6. 6. Audience Growth & Reach
    7. 7. Audience Growth & ReachDefinition: The total number of people engagingwith your brand in social media channels.#People + #Reach / Time = GrowthI like to call this, Influence in the Groundswell
    8. 8. Engagement
    9. 9. EngagementDefinition: The number of interactions generatedas measured by specific metrics: FB Likes, TwitterRTs and Replies, Comments, Shares, etc.I like to think of this as quality ofcontent, measuring the relevance, interest ofcontent and conversations.
    10. 10. Visibility & Brand Perception
    11. 11. Visibility & Brand PerceptionDefinition: All the mentions of your brandthroughout social media channels and qualitativeanalysis of whether the mentions are positive,negative or neutral.Requires the use of monitoring tools and listeningto the groundswell. Know where you are beingtalked about and respond appropriately, whethercustomers have a problem, needsomething, engage with new prospects and more.
    12. 12. Traffic Pull
    13. 13. Traffic PullDefinition: The percentage of unique visitors toyour website that comes from social mediachannels.If your traffic from social media isn’t growing, thenyou should examine your social media strategy. Doyour tweets or Facebook posts include relevantlinks back to your website, where readers can getmore information on a particular topic or takeadvantage of a special offer on a landing page?
    14. 14. Conversion Rate
    15. 15. Conversion RateDefinition: The percentage of visitors from socialmedia that convert into lead or customersThis metric is critical for measuring the value ofyour social media reach. Comparing thepercentage of leads or customers you generatethrough social media vs. other channels will helpyou determine the ROI of your social mediaoutreach.
    16. 16. Tools for Measurement• Tweetdeck• Hootsuite• SproutSocial• Radian6• PeopleBrowsr• Spredfast• Google Analytics
    17. 17. Career NarrativesThe old industrial, nuclear family narrativeThe new dynamic, networked narrative
    18. 18. Career PathsSocial Media:• Social Media Manager, Coordinator,Community Manager• Professional Blogger, Personality• Strategist, Analyst, Communications expert• Content Auditor, Specialist, Content Writer forthe Web• SEO Marketer, SEO Specialist