Measuring and Tracking Your Social Media Efforts


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Now that you're using Facebook, LinkedIn, and/or Twitter, what's happening? Do people care about your tweets? Is your fan page engaging anyone? Do your blog entries get extra mileage? In this webinar we'll talk about how to use web analytics programs to track and assess your social media efforts, helping you better judge what's working. Focus your best effort to the communities that care.

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Measuring and Tracking Your Social Media Efforts

  1. 1. Measuring and Tracking Your Social Media Efforts Photo credit:
  2. 2. Who We Are Amanda O'Brien VP Marketing [email_address] <ul><li>Hall Web Services </li></ul><ul><li> </li></ul><ul><li>12 Years in Business </li></ul>@Hall_Web @amanda_pants
  3. 3. Got Questions? <ul><li>Use GoToWebinar “Ask a Question” </li></ul><ul><li>Twitter with @hall_web </li></ul>
  4. 4. <ul><li>Corporate Transparency </li></ul><ul><li>Build Trust with Customers </li></ul><ul><li>Generate Inbound Links </li></ul><ul><li>Reputation Management </li></ul><ul><li>Promote your blog and website </li></ul><ul><li>Inexpensive </li></ul><ul><li>Build relationships before purchasing point </li></ul><ul><li>Be a part of the conversation that is already going on </li></ul><ul><li>Extend your events, seminars, webcasts and conventions </li></ul>Benefits of Social Networking
  5. 5. Your Social Media Success depends... <ul><li>Your commitment and passion towards it and keeping up with it </li></ul><ul><li>Knowing your buyer personas and speaking TO them in their language, where they are </li></ul><ul><li>Your willingness to not only contribute but listen and respond as well </li></ul><ul><li>Everything… </li></ul>No one size fits all here! Photo credit:
  6. 6. Why Measure Social Media <ul><li>Qualify your social media efforts </li></ul><ul><li>It's not about how many eyeballs. It is about which eyeballs. </li></ul><ul><li>You are what you measure – decide what is important to track </li></ul><ul><li>Conquer your fears </li></ul><ul><ul><li>Afraid measuring will show it's not working? Why waste your time? </li></ul></ul>Photo credit:
  7. 7. Where to start? <ul><li>Measurable Objectives </li></ul><ul><li>What actions do you want people to take? </li></ul><ul><li>Know what you want before you start monitoring </li></ul><ul><li>What you need </li></ul><ul><ul><li>Analytics and analytics understanding </li></ul></ul><ul><ul><li>Historical Metrics </li></ul></ul><ul><ul><li>CRM tools </li></ul></ul>“ You’ve got to be very careful if you don’t know where you are going, because you may never get there.”
  8. 8. <ul><li>Sales </li></ul><ul><li>Get new leads </li></ul><ul><li>New customer conversions </li></ul><ul><li>Increase in average order size </li></ul><ul><li>Branding </li></ul><ul><li>PR (mainstream media mentions) </li></ul><ul><li>SEO (search engine rank changes) </li></ul><ul><li>Customer service (customer reviews posted) </li></ul><ul><li>Objectives first, tactics second </li></ul>What are you using social media for? Photo credit:
  9. 9. Getting started Setting objectives <ul><li>Where are you now? </li></ul><ul><li>What do you want to achieve? And by when? </li></ul><ul><li>How does this fit in with your business? </li></ul><ul><li>Who is your audience and what do they want to hear? </li></ul><ul><li>What measurement tools are you going to use? </li></ul><ul><li>What is your strategy? And company policies? </li></ul><ul><li>What works for you is different </li></ul><ul><li>What are you going to measure? </li></ul><ul><li>Check back and start over </li></ul>
  10. 10. Popularity – Reach - Volume <ul><li>Number of friends on Facebook </li></ul><ul><li>Number of followers on Twitter </li></ul><ul><li>Number of fans on your fan page </li></ul><ul><li>Number of blog subscribers </li></ul><ul><li>Number of people subscribed to your FriendFeed </li></ul><ul><li>LinkedIn Connections </li></ul><ul><li>YouTube Subscribers </li></ul>
  11. 11. Engaging <ul><li>Number of retweets, replies, lists </li></ul><ul><li>Number of blog comments </li></ul><ul><li>Brand Mentions </li></ul><ul><li>Industry mentions </li></ul><ul><li>Comments to LinkedIn discussion </li></ul><ul><li>Sentiment </li></ul><ul><li>Time spent with brand </li></ul><ul><li>Facebook Insights </li></ul>Strategy to Engage <ul><li>Listen actively </li></ul><ul><li>Produce and distribute quality content </li></ul><ul><li>Participate in online communities correctly </li></ul>
  12. 12. Conversion <ul><li>Click throughs ( </li></ul><ul><li>Website traffic </li></ul><ul><li>Leads generated </li></ul><ul><li>Sales or relationship </li></ul><ul><li>What do you want people to do? </li></ul><ul><li>Make it very obvious </li></ul><ul><ul><li>Join our mailing list </li></ul></ul><ul><ul><li>Contact us </li></ul></ul><ul><ul><li>Download whitepaper </li></ul></ul><ul><ul><li>Purchase </li></ul></ul>Photo credit:
  13. 13. Determine Key Metrics <ul><li>Obvious numbers </li></ul><ul><li>Number of posts </li></ul><ul><li>Audience growth </li></ul><ul><li>Conversions </li></ul><ul><li>Email subscribers </li></ul><ul><li>Inbound Links </li></ul><ul><li>SEO Improvements </li></ul><ul><li>Set timelines </li></ul><ul><li>Customer satisfaction scores </li></ul><ul><li>Interaction </li></ul><ul><li>Diagnostics vs. Objective Metrics </li></ul><ul><ul><li>– Christopher S. Penn </li></ul></ul><ul><ul><li> </li></ul></ul>
  14. 14. Measurable Goals <ul><li>Google Analytics! Get it! Traffic Sources? </li></ul><ul><li>Specific landing pages </li></ul><ul><li>User conversion on those landing pages (convert) </li></ul><ul><li>Actions taken? Downloads, purchases, forms </li></ul><ul><li>Customer Service calls lower? </li></ul><ul><li>Finding trends and finding their origin </li></ul><ul><li>Memberships </li></ul><ul><li>enewsletter signups </li></ul><ul><li>Dang math! </li></ul>
  15. 15. Measuring Analytics <ul><li>Unique visitors (% each month +-) </li></ul><ul><li>Returning visitors </li></ul><ul><li>Content – most popular pages </li></ul><ul><li>Links from other sites </li></ul><ul><li>Time spent on the site. Bounce rate. (per website?) </li></ul><ul><li>Ratio of blog comments to blog posts </li></ul><ul><li>Dang math! </li></ul>
  16. 16. ROI is Easy ( + ) x Return on Investment Ratio of value received to the actual cost over a base period of time Resources x Rate Return = ROI Time spent (track it) Talent & Technology Rate Money in the bank
  17. 17. Outcome <ul><li>Did relationships improve? </li></ul><ul><li>Did your message get out there? </li></ul><ul><li>Did you get exposure? </li></ul><ul><li>Did sales or profits increase? </li></ul><ul><li>Did the right people show up to your event? </li></ul><ul><li>Did audience behavior change? </li></ul>Job opening Twitter campaign # Tweets # RT, @s Landing pg views # applicants & New hire
  18. 18. Free Measurement Tools 1. Google Analytics 2. Facebook Insights 3. Feedburner 4. Flickr 5. YouTube analytics
  19. 19. 6. Twitter Search 7. Hootsuite 8. Blog/Wordpress analytics 9. Social Mention Free Measurement Tools
  20. 20. Free Measurement Tools 10. URL Shorteners with tracking and 301 directs
  21. 21. Paid Measurement Tools <ul><li>Radian6 </li></ul><ul><li>TrackUr </li></ul><ul><li>Crimson Hexagon </li></ul><ul><li>Scout Labs </li></ul>
  22. 22. Don't <ul><li>Waste your time </li></ul><ul><li>Spend time in communities that don't matter or show return </li></ul><ul><li>Go into social media blindly </li></ul><ul><li>Forget to have a plan, strategy and goals </li></ul><ul><li>Get lost in the data </li></ul>
  23. 23. Recap <ul><li>No Magic Bullet </li></ul><ul><li>Part of your business communication plan </li></ul><ul><li>Have a plan </li></ul><ul><li>Measurable Goals </li></ul><ul><li>Company policies </li></ul><ul><li>Decide what's important – popular, engaging, relationships </li></ul><ul><li>Analyze the outcome </li></ul><ul><li>Pick the right tools for you </li></ul><ul><li>Be prepared to start measuring process over again </li></ul>
  24. 24. Get Started! <ul><li>SEO Vision Blog - </li></ul><ul><li>Webinars – </li></ul><ul><ul><li>Next week 11 Quick Things You Can Do To Update Your CMS Website </li></ul></ul><ul><li>Call us! 1-877-425-5932 (HALL-WEB) ‏ </li></ul><ul><li>[email_address] </li></ul>Follow Hall: Hall_Web Follow Amanda: amanda_pants KD Paine: Brian Solis - Engage Photo credit: