Erica Mc Gillivray - MOZ- WebCongress San Francisco 2014

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Erica Mc Gillivray - MOZ- WebCongress San Francisco 2014

  1. 1. Why 1 Million Social Media Followers Sucks Erica McGillivray Senior Community Manager at Moz @emcgillivray #webcongress
  2. 2. I <3 Community building Social media geekery Pushing boundaries Singing Frozen songs Reading comic books
  3. 3. You @emcgillivray #webcongress
  4. 4. Your Wants Love your work Excel at it Please your boss/ clients Grow your social media followers
  5. 5. Danger Goal @emcgillivray #webcongress
  6. 6. Bought 1,256,382 Followers Has 0 Friends
  7. 7. Truths @emcgillivray #webcongress
  8. 8. Business Follower Averages Twitter: 14,709 followers Facebook: 13,157 likes Pinterest: 229 followers Instagram: 208 followers @emcgillivray #webcongress
  9. 9. Mailbox Recycling Door Direct to Garbage
  10. 10. Attention Spans Twitter: 18 minutes Facebook: 2-3 hours G+: 3 hours Instagram: 3-4 hours @emcgillivray #webcongress
  11. 11. Don’t Panic! @emcgillivray #webcongress
  12. 12. 1 Million Followers
  13. 13. Tough Talk Why is my brand on social media?
  14. 14. @emcgillivray ! ! ! ! ! ! ! ! ! ! ! ! !#isum13!
  15. 15. Say No to Reporting Vanity Metrics
  16. 16. But track them for the math! @emcgillivray #webcongress
  17. 17. Report This! Engagement @emcgillivray #webcongress
  18. 18. True Social Metrics
  19. 19. Math = Counting & Division # of actions by followers / # of posts = Rate
  20. 20. Finding a Baseline Select a time period that makes sense.
  21. 21. Conversation Rate Who’s chatting with me? How often? What topics are interesting to them?
  22. 22. Conversation Goals @emcgillivray #webcongress
  23. 23. Are you keeping up? SproutSocial @emcgillivray #webcongress
  24. 24. Amplification Rate Who’s re-sharing my social media content? Where? And why?
  25. 25. Amplification Goals @emcgillivray #webcongress
  26. 26. Audience Reach Buffer @emcgillivray #webcongress
  27. 27. G+ Ripples
  28. 28. Share top content again Rival IQ @emcgillivray #webcongress
  29. 29. Applause Rate Who’s lurking, but liking? Who encourages you? Who gives you high fives?
  30. 30. Applause Goals @emcgillivray #webcongress
  31. 31. Report This! Relative Engagement @emcgillivray #webcongress
  32. 32. What? As you grow your followers & regular postings, you want to keep pace with connecting to your community.
  33. 33. True Social Metrics
  34. 34. Math = Followers, Counting & Division # of actions / # of posts / Followers per 1,000 = Relative Engagement Rate # of actions / Followers per 1,000 = Content Rate
  35. 35. Relative Engagement Goals @emcgillivray #webcongress
  36. 36. What About Conversions? @emcgillivray #webcongress
  37. 37. Sales? Try Traffic Google Analytics @emcgillivray #webcongress
  38. 38. Report This! Anything Important to Your Business @emcgillivray #webcongress
  39. 39. Customer Happiness In Q1 2014, Moz sent 362 happy packages to our community.
  40. 40. Team Growth Moz’s community team went from one primary person to 5 full-time & 4 part-time people since 2010. 2010 2011 2012 2013 2014
  41. 41. Product Feedback @emcgillivray #webcongress
  42. 42. Reporting @emcgillivray #webcongress
  43. 43. Reports Tell a Story by Showing Love, Passion, & Relevance
  44. 44. Sample Report Shows both engagement and traffic over time.
  45. 45. Who’s Listening Weekly check-ins with your team Monthly reports to your team & company Share quarterly with the world
  46. 46. I want 1,000 conversations with 100 people, not 1 million followers & 100 conversations @emcgillivray #webcongress
  47. 47. Contact Me Erica McGillivray Senior Community Manager at Moz @emcgillivray erica@moz.com http://moz.com/
  48. 48. Resources Social Engagement Metrics That Matter - Measuring, Tracking, and Reporting FTW by Jen Lopez http://moz.com/blog/social-engagement-metrics-that-matter Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value by Avinash Kaushik http://www.kaushik.net/avinash/best-social-media-metrics-conversation- amplification-applause-economic-value/ Beginner’s Guide to Social Media http://moz.com/beginners-guide-to-social-media G+ Ripples Bookmarklet by AJ Kohn http://www.blindfiveyearold.com/ripples-bookmarklet True Social Metrics http://www.truesocialmetrics.com/ SproutSocial https://sproutsocial.com/ Buffer https://bufferapp.com/ Rival IQ https://www.rivaliq.com/ Infogr.am https://infogr.am/
  49. 49. Photo Credits https://www.flickr.com/photos/orinrobertjohn/80698721 https://www.flickr.com/photos/sadiediane/4235308808 https://www.flickr.com/photos/daquellamanera/355061741 https://www.flickr.com/photos/beglen/2464007260 https://www.flickr.com/photos/erix/5683572 https://www.flickr.com/photos/therussiansarehere/3646211340 https://www.flickr.com/photos/falh/3563568771 https://www.flickr.com/photos/maaorg/8009975343 https://www.flickr.com/photos/abby28xyz/469737055 https://www.flickr.com/photos/polandmfa/7374395194 https://www.flickr.com/photos/crdot/6212235831 https://plus.google.com/photos/+WojtekTylu%C5%9BPL/albums/ 5950980670907190513 https://www.flickr.com/photos/kristabaltroka/8527817179 https://www.flickr.com/photos/wwworks/4759535970 https://www.flickr.com/photos/pagedooley/2121472112 @emcgillivray #webcongress

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