Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Establish Campaign Goals +
Applying Metrics for Social Media
Class 2: New York University
Social Media Analytics I
@BrianH...
Develop a Campaign
Social
Media
Customer
Service
Human
Resources
Public
Relations
Corporate
Communications
Sales Marketing...
@BrianHonigman
The Measurement Framework
1. Select
Your Goals
2. Define an
Audience
3. Choose a
Timeline
4. Understand
Chan...
@BrianHonigman
What is a Goal?
The aim or desired
result of an action.
___________
@BrianHonigman
Defining Your
Goals with
Social Media
Key Questions to Ask.
___________
@BrianHonigman
What’s Does Your
Organization Stand For?
Define Your Purpose.
___________
@BrianHonigman
Simon Sinek’s
Golden Circle.
@BrianHonigman
What Organizational
Goals Already Exist?
@BrianHonigman
Who’s Your
Audience?
@BrianHonigman
What Action(s) Do You
Want To Encourage?
@BrianHonigman
Have You Separated The
Nice To Know From
The Have to Know?
@BrianHonigman
Which Channels Will
Your Business Be Using?
@BrianHonigman
Choose 2-3 goals to
remained lazer focused.
@BrianHonigman
Example Social Goals
Audience Development
More Awareness
Increased Engagement
Sales Growth
Thought Leadersh...
@BrianHonigman
JCrew’s Facebook Campaign
@BrianHonigman
CBRE’s Instagram Campaign
@BrianHonigman
CBRE’s Instagram Campaign
@BrianHonigman
Pairing the
Right Metrics
@BrianHonigman
What is a Metric?
A qualitative measurement of
statistic describing events or
trends on a website.
________...
@BrianHonigman
Example Social Media Metrics
Net Promoter Score
Post Reach
Clicks
Pages Per Session Favorites, Retweets
Men...
@BrianHonigman
What is a KPI?
A leading metric that helps
you understand how you are
doing against your objective.
_______...
@BrianHonigman
Pair 2-3 metrics per goal,
ensures your not
measuring in a silo.
@BrianHonigman
+ + +
GOAL #1
CUSTOMER
ENGAGEMENT
GOAL #2
INCREASED
REVENUE
GOAL #3
ESTABLISH
THOUGHT
LEADERSHIP
Metrics: S...
@BrianHonigman
Vanity Metrics vs.
Actionable Metrics
via @EricRies
@BrianHonigman
Vanity Metrics are surface level
metrics that can indicate
success, but don’t always.
@BrianHonigman@BrianHonigmanSource: Markerly
VANITY VS. ACTIONABLE METRICS
@BrianHonigman
Example: Vanity Metrics
- Pageviews -
- Likes -
- Followers -
- Video Views -
- Subscribers -
- Users -
- D...
@BrianHonigman
Actionable Metrics give your
business the full story.
@BrianHonigman
Example: Actionable Metrics
- Leads -
- Time on Site -
- Sales -
- Social Sharing -
- Conversions -
- Refer...
@BrianHonigman
Vanity Metrics &
Actionable Metrics
Vary by Your Goals
@BrianHonigman
Types of Social Metrics
via @JayBaer
Consumption
Metrics
Sharing
Metrics
Lead
Generation
Metrics
Sales
Metr...
Metrics Worth Measuring
@BrianHonigman
via @Avinash
Uncomplex
Relevant Timely
Instantly
Useful
@BrianHonigman
ENGAGEMENT CONVERSION
++
*Comments
*Shares
*Click Through Rate
*Time on Site
*Downloads
*Sales
*Request for...
@BrianHonigman
Metrics Per Channel
Will Vary, Do Research
Example: Lucky Charms
@BrianHonigman
Example: Lucky Charms
ENGAGEMENT +
*# of UGC Produced
*Shares
*Brand Mentions
*Hashtag Use
Goal: Metrics:
Example: Humane Society Silicon Valley
Example: Humane Society Silicon Valley
@BrianHonigman
AWARENESS +
*Media Mentions
*Video Views
*Brand Recognition
*Social Impressions
One Goal: Metrics:
Example:...
Example: Sour Patch Kids
Example: Sour Patch Kids
@BrianHonigman
Example: Sour Patch
AUDIENCE

DEVELOPMENT +
*# of followers
*Snaps received
*Screenshots taken
*Views on sn...
Questions!?
@BrianHonigman
Upcoming SlideShare
Loading in …5
×

@BrianHonigman Example: Actionable Metrics - NYU: Establish Campaign Objectives & Applying Metrics

17,500 views

Published on

@BrianHonigman
Example: Actionable Metrics
- Leads -
- Time on Site -
- Sales -
- Social Sharing -
- Conversions -
- Referral Traffic -
- Revenue -

Published in: Social Media, Marketing
  • Nice !! Download 100 % Free Ebooks, PPts, Study Notes, Novels, etc @ https://www.ThesisScientist.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Great.. I Will write about this in my site http://informasikampus.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

×