Tracking your Social Media campaigns for effectiveness


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Presentation by Bruce Chapman at the 2011 DotNetNuke World conference on Social Media campaign tracking.

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  • Q of the crowd : who has run a social media campaign? Want to have a two-way discusson on this one, so if you have a comment or question, please interrupt and bring in the discussion your examples or thoughts
  • Being Effective.
  • Tracking your Social Media campaigns for effectiveness

    1. 1. Tracking your Social Media Campaigns for Effectiveness Bruce Chapman iFinity Software1 Company Confidential
    2. 2. Tracking your Social Media Campaigns for Effectiveness2 Company Confidential 2
    3. 3. Social Media Statistics  23% of online time is spent on social media sites  40% of social media access is done through mobile devices  Half of all Facebook users log in once a day  Business brands that post once a day reach 22% of their fans in a week  98% of 18-24 year olds access social media accounts at least once per month  Sources: Nielsen 3Q 2011 / Facebook / Comscore3 Company Confidential
    4. 4. Social Media Campaigns  What is a social media campaign? “Series of online activities based around using social sites to engage people with your business” • The defining feature of social sites is links between users and user generated content. • More than just saying „I have a Facebook page‟.4 Company Confidential
    5. 5. Example Social Media Campaigns  Blendtec – Will it Blend? • CEO Blends everyday items with blender • Debuted in 2006 • Total of 177,925,505 views on YouTube • 80,298 Likes on Facebook • 7,056 followers on Twitter • Receives suggestions on what to blend • 700% sales growth • CEO gets paid $5000/hour to appear in other brands ads5 Company Confidential
    6. 6. Example Social Media Campaigns “Best Job in the World” • Tourism Queensland Promotion • $150k / year to house-sit a house on Hamilton Island • Job included writing a blog and doing PR • 34,000 applications from 200 countries • $200 million worth of publicity for $1.2 million spent6 Company Confidential
    7. 7. Breast Cancer Awareness Campaign  Encouraged Facebook users to post a message starting with “I Like it On” • Was supposed to be where the person liked to keep their handbag • Obvious double-entendre meant viral campaign quickly spread • Unofficial campaign not started by Breast Cancer Foundation • Questioned by many, but did drive traffic to awareness sites • Comes down to „is any publicity good publicity?‟7 Company Confidential
    8. 8. Dell Outlet  Started with @DellOutlet tweeting twitter-only discounts to followers  Used to sell goods from the Dell Outlet store, which is refurbished products  Strategy gained 15,000 followers and attributed $2m in revenue directly from the campaign  Also partly contributed to a further $1m in sales through the regular Dell online store8 Company Confidential
    9. 9. Outcomes of Social Media Campaigns  Increased Followers / „Friends‟/ Connections  Increased Company Website Traffic  Reaching influential people  Long Term Brand Building  Long Term SEO Benefit  Increased Customer interaction and Feedback Increased Sales9 Company Confidential
    10. 10. Social Media Campaigns - Summary  Growing Fast, but still in infancy compared to other marketing  Can be extremely effective if done well  Don‟t always have control over the outcome  Can either flop, or have negative results if done badly  Careful choice of desired outcomes and matching to market is the key Have a specific goal, and know how to measure that goal10 Company Confidential
    11. 11.  Tracking  your Social Media Campaigns for Effectiveness11 Company Confidential 11
    12. 12. Tracking Social Media Activity  Tracking is the process of assessing the impact of a social media campaign  Different and more difficult from traditional web traffic because activity can happen off-site  Careful tracking is important to determine if a campaign meets its goals12 Company Confidential
    13. 13. What to track  Specific Campaign tracking or General Social Traffic  Your specific goal(s): • Traffic • Sales • Friends, Followers, Likes, Connections • Mentions by specific individual or group of individuals • Links for SEO  Things that are difficult to track • “Buzz” • Opportunity cost – ie, sales that would have happened anyway  Number of hours spent on Social Media by workers  Cost of any Software for Social Media13 Company Confidential
    14. 14. Tracking Social Media Social Media Tracking Categories - By Importance Activity Influence Engagement Conversion14 Company Confidential
    15. 15. How to track Social Media Activity  Activity • Tweets, Likes, Followers, Friends, Connections, Clicks • In-built statistics, aggregated data • Url Shortener Analytics (ie, • Twitter Metrics (twittercounter, tweetstats, tweeteffect) • Facebook Metrics  Influence • Importance in specific topics and areas, degree of influence • Influence Metrics (Klout, Twitalyzer, SocialMention)  Engagement • Retweets, Mentions, Recommendations, Comments, Replies  Conversion • Web Analytics (ie, Google Analytics or similar) • Custom metrics / reports (roll your own)15 Company Confidential
    16. 16. Twitter Counter Basic Twitter Counts • Followers • Tweets • Graphs over time16 Company Confidential
    17. 17. Statistics •Url Shortener with built-in metrics •Clicks from shared links across platforms and devices17 Company Confidential
    18. 18. TweetStats •Provides free statistics •Useful for input into analysis •How much you tweet •When you tweet the most •Who re-tweets you the most •Who replies the most18 Company Confidential
    19. 19. Klout •Influence Measurement •Shows key listeners •Provides a proprietary score19 Company Confidential
    20. 20. SocialMention •Searches across social networks for mentions, sentiment, keywords •Provides metrics for measurement20 Company Confidential
    21. 21. Tracking Links via AddThis21 Company Confidential
    22. 22. Tracking Time  Provide Estimate or use tool.  RescueTime provides an easy way of tracking Social Media Use22 Company Confidential
    23. 23. Google Analytics  Imperative to setup Goals (conversions, registrations, downloads)  Apply filters to extract social data and measure goals  Use | to separate sources ie twitter|facebook|linkedin23 Company Confidential
    24. 24. Google Analytics – Tracking Conversions  Use Goals to track conversions  Make Goals as specific as possible • Need to separate out sales/registrations/downloads accurately  Group Goals together in Goal Sets that are related • Sales => per product • Registrations/Enquiries => across website • Downloads => per product  Set up website goals, then introduce social media filtering to break out tracking of social media campaigns24 Company Confidential
    25. 25. Google Analytics – Creating Segments •Segments allow you to apply a high-level filter to reports •Create a Social Media Segment based on the social media sites you are targeting •Quickly Filter out Social Media traffic to monitor impact on your goals •Suggested sites: • / / / / linkedin.com25 Company Confidential
    26. 26. Google Analytics – Using Segments Segments are created and applied to reports in the title bar26 Company Confidential
    27. 27. Google Analytics – Using Url Data to track links shared in Social Media  Links shared in Social Media may not show correct referer  This can mean incomplete data, which may mislead  Solve problem by using a Url Shortener to shorten a link with campaign and source information embedded  Google „Analytics Url Builder‟  Creates a Url such as: eet&utm_campaign=url%2Bmaster  Shorten Url using Shortener:  Traffic from this Url can be filtered using the campaign and medium filters in Analytics, effectively isolating the tweeted url27 Company Confidential
    28. 28. Google Analytics – Using Url Data to track links shared in Social Media28 Company Confidential
    29. 29. Google Analytics – Tracking Social Media  You don‟t always get to choose what Urls, so be sure to figure out how to capture all referred traffic: Direct link to site shared by Someone else29 Company Confidential
    30. 30. Google Analytics – Social Analytics  Built-in function of asynchronous Google Analytics script  Use the _trackSocial() method to track a social action from embedded buttons on your own site • Facebook Like, Unlike, Share • Twitter Tweet  Must be coded to work with Google Analytics Javascript  Can be added into a DotNetNuke module as plain javascript with embedded Like/Tweet button  Appears in Analytics under Visitors->Social • Engagement, Action and Pages reports  Google „_trackSocial integration‟ for more information30 Company Confidential
    31. 31. Tracking Analysis  Roll your own into spreadsheet  Collate the data you want on a periodic basis (per week, per month)  Create your own analysis statistics, measures and graphs  Concentrate on identifying trends, and measuring improvements from changing inputs31 Company Confidential
    32. 32. Tracking Analysis cont..  Collect data like: • Total Visitors / Pageviews / Goals in Social Media Segment (Google Analytics) • Total Time spent on Social Media sites (RescueTime) • Tweets / Status Updates / Posts (TweetStats, Facebook)  Focus on inputs (tweets, time spent) and outputs (Visitors, Goals)  „Vanity‟ statistics (influence, retweets, likes) can be useful but don‟t confuse vanity with value.32 Company Confidential
    33. 33. Tracking Analysis - Trends Social Media Campaign Trends Tweets Trend Visitors Trend Goal Trend Time Trend Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 •Track Trends by working from a base starting month, then calculate percentage move since starting month •This removes numbers and leaves the trend behind •Graph Trends to see relationships and improvements33 Company Confidential
    34. 34. Tracking your Social Media Campaigns for  Effectiveness 34 Company Confidential 34
    35. 35. Measuring Effectiveness  Effective => Obtaining results that would not otherwise be achieved, or obtaining results at a lower cost than otherwise.  For Example: • Reaching people you wouldn‟t normally reach • Acquiring traffic at lower cost than SEO or PPC  Building a model of ROI and tracking it over time  Achieving same outputs for a smaller number of inputs • Less time spent on sites • Higher quality interactions35 Company Confidential
    36. 36. Using Analysis to Improve Effectiveness  Employ 80/20 analysis. 80% of success will come from 20% of activity. Find 20% and concentrate on that.  Essentially : Look for good results and repeat • Successful tweets • Widely shared Facebook posts • More contribution to blog post commenting  Look for bad results and discard • Loss in followers/friends from particular tweet/post • Topics that aren‟t related to your core image  Try and find better tools and information continually36 Company Confidential
    37. 37. Ideas for Social Media Campaigns and Tracking  E-commerce site : Tweet followers special discount and track with specific analytics campaign code  Community Site : Send out daily updates – thought for the day, weather, community happenings to increase awareness and engagement. Measure number of followers/friends.  Blog site : Post/tweet links for each new post with unique tracking code, track retweets/shares and correlate with traffic  Membership Site : Share teaser content on Facebook posts, track conversions from the linked content.37 Company Confidential
    38. 38. Conclusions  Social Media can be a very effective business tool  Social Media can be a very distracting waste of time  Learn what makes a difference through careful measurement and tracking of activity  Use results to refine your activities and increase effectiveness  Use the medium to connect better with customers/suppliers/competitors/anyone.  Have fun while you‟re at it, nobody likes a grumpy poster38 Company Confidential
    39. 39.  Questions   Feedback Forms 39 Company Confidential 39