1.
Social Media
Measurement for
Sales & Marketing
Class 5: New York University
Social Media Analytics I
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2.
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Social Media Serves
Different Purposes

3.
*Drive Awareness
*Increase Engagement
*Attract Leads
*Build Thought Leadership
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Marketing Goals on Social Media:

4.
Driving Awareness
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5.
Measuring Awareness
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6.
Measuring Awareness
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7.
Measuring Awareness
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@SIGolfPlus Report
02/2/16 - 03/23/16

8.
Example: Starbucks
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9.
Example: Starbucks
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@Starbucks Hashtag Report via Keyhole.co
03/20/16 - 03/29/16

10.
Increased Engagement
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11.
Simple Formula for Measuring Engagement
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Engagement rate =
Sum of Interactions / Post Reach x 100
(with in-depth data)
Engagement rate =
Sum of Interactions / Audience Size x 100
(without in-depth data)

12.
Example: American Express
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13.
Attracting Leads
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14.
Attracting Leads
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15.
Attracting Leads
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16.
Measuring Leads
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17.
Example: Steamboat
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18.
Build Thought Leadership
National Wildlife Federation
Snapchat Campaign

19.
Build Thought Leadership
Sephora's
Kik Campaign
Everlane on
Facebook Messenger

20.
Example: HRC
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21.
Measure Thought Leadership
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Press Mentions

22.
Measure Thought Leadership
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Influencer Engagement

23.
Measure Thought Leadership
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Brand Endorsements

24.
Measure Thought Leadership
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Political Support

25.
Measure Thought Leadership
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UGC: Memes

26.
Measure Thought Leadership
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Industry Awards

27.
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AWARENESS
ENGAGEMENT
CONVERSION
RETENTION
Organic + Paid Social Ads
Audience Engagement,
Retargeting Ads, Subscribers
Social Exclusive Offers,
Loyalty Program, Retargeting
Build a Social Media
Marketing Funnel
Coordinate Other Channels,
Optimize Landing Pages

28.
*Nurture Leads
*Foster Referral Network
*Generate Sales
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Sales Goals on Social Media:

29.
Nurture Leads
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30.
Measure Lead Nurturing
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31.
Example: College of William & Mary
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32.
Foster Referral Network
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33.
Foster Referral Network
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34.
Measuring Referrals
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35.
Generate Sales
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36.
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Measuring Sales

37.
Measuring Sales
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38.
Measuring Sales
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39.
Measuring Sales
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40.
Example: Munchery
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41.
Questions!?
@BrianHonigman