Jay Goldman - Measuring your Social Media Success


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This session will focus on defining and measuring success for social media campaigns. Join us for an exploration of the various common Key Performance Indicators (KPIs) and the best practice methods for measuring them. Make sure to bring your campaign ideas and challenges as we'll be analyzing some of your examples!

- Real metrics for success (hint: it's not about the followers!)
- Practical and cost effective ways to measure them
- A good understanding of how to use the data to improve

Published in: Technology, Business
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Jay Goldman - Measuring your Social Media Success

  1. 1. Measuring Your Social MediaSuccess
  2. 2. A Note on Links http://bit.ly/klickpharma http://bit.ly/klickpharma http://klickpharma.com
  3. 3. What is Social Media?
  4. 4. What is social media? “Social media is information content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content.”
  5. 5. In the future… All Media will be Social.
  6. 6. Social = Sharing.
  7. 7. Conversation Prism http://bit.ly/klick-conversation
  8. 8. Why use social media?
  9. 9. The ‘charity’ perspective Fundraising Membership Awareness
  10. 10. Conversion funnel Acquisition Engagement Retention
  11. 11. Conversion Funnel Endorse
  12. 12. The Cluetrain Manifesto http://amzn.to/klick-cluetrain
  13. 13. The Cluetrain Manifesto Markets are conversations95Thesis Hyperlinks subvert hierarchy Connection between markets & orgs Orgs entering marketplace Marketing & org response Intranets and impact on control/structure Connecting marketplace and intranets New market expectations
  14. 14. Who uses social media?
  15. 15. Groundswell http://amzn.to/klick-groundswell
  16. 16. Social Technographics http://slidesha.re/klick-technographics 18%Creators Publish blogs, upload videos and photos, etc.Critics Post ratings, reviews, and comments, use forums 29%Collectors Use RSS feeds, add tags, vote 17%Joiners Maintain profiles, visit social nets 57%Speculators Read blogs, watch, view 64%Inactives None of the above 21%
  17. 17. Strategy vs. Tactic Vision > Mission > Strategy > Tactics
  18. 18. Beth Kanter http://slidesha.re/klick-50 • http://slidesha.re/klick-50more
  19. 19. Measuring Social Media
  20. 20. Define your KPIs • What are you measured on? • What do you consider to be success? • How do you translate between them?
  21. 21. It’s all about… Conversation & Engagement
  22. 22. Practical KPIs: Engagement & Volume• Like • Facebook Like, Twitter Followers, Email subscriptions, bookmarks, marking favourites, etc.• Interact • Register (new/total/active), print page, key page activities (custom tracking), star/number ratings, wishlist, downloads, report posts, tagging, typical GA metrics• Share • Send to friend (invite, refer, etc.), social share, install widget• Create • Comments, posts, UGC, profile, uploads, etc.
  23. 23. Practical KPIs: Engagement & Volume Reach x Frequency Time Spent
  24. 24. Practical KPIs: Conversation • Who is talking about us? • What are they saying? • When are they doing it? • Where are they doing it? • How are we engaging?
  25. 25. Practical KPIs: ConversationSentiment & Ecosystem Size
  26. 26. Practical KPIs: Conversion • Conversion between steps • Total conversion • Customer Acquisition Cost
  27. 27. Measurement Challenges• Translating their stats to your KPIs• Measuring across the funnel• Measuring engagement vs. followers• Drowning in data (a.k.a. what to track and when)• Crossing the physical digital divide
  28. 28. Measurement: Twitter• Tag all inbound links before you shorten • utm_source • utm_medium • utm_campaign • utm_content• Use a URL shortener with analytics• Klout and listening to find key influencers
  29. 29. Measurement: Facebook• Facebook Insights• Facebook Ads (if you can)• Tag inbound links if possible• Google Analytics on custom tabs
  30. 30. Measurement: Your Site• Google Analytics • Custom tagging (trackPageview)
  31. 31. Keep it Personal It’s about more than lies,damned lies, and statistics.
  32. 32. Your Challenges
  33. 33. @jaygoldman • facebook.com/jaygoldman • jgoldman@klick.comTHANK YOU