Measuring success in social media

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Measuring success in social media

  1. 1. Measuring Successin Social Media
  2. 2. AGENDA• Overview of key principles for success• How to set measurable objectives for social media – Align objectives with your client’s journey (aka “the sales funnel”) – Align objectives with appropriate metrics• The Homeland & Embassy model• Review platform-level metrics and tools – Twitter – LinkedIn – Facebook – YouTube• Questions2
  3. 3. KEY PRINCIPLES FOR SUCCESS• B2B = high stakes decisions – Requires you provide more education – Provide more value up-front to encourage engagement – Recognize that multiple customer touches will likely be necessary to convert a visitor to a prospect – Give specific demonstrations of customer success to reduce anxiety, within boundaries of compliance• Develop customer empathy – Develop relationships, not followers• Don’t sell – People care about their problems, not your products• More emphasis on service and solutions – Continually engage with customers outside of standard account interactions3
  4. 4. SET YOUR OBJECTIVES• Awareness: – Increase awareness of you / your company & the problems you solve – Engage community with content – Demonstrate thought leadership – Reputation management• Consideration / Education: – Establish interest with: • Compelling data • Analysis of breaking news • In-depth content• Demand Generation: – New client inquiries• Retention: – Establish more frequent client contact4
  5. 5. ALIGN OBJECTIVES WITH METRICS• Awareness: – Twitter – Tweets, followers, #hashtag use – LinkedIn – LinkedIn shares, connections, appearances in search, profile views – Facebook – Fans, likes• YouTube – Views, comments, likes, favorites – Consideration / Education: – Twitter – Retweets, @replies, favorites, referral traffic to site – LinkedIn – Messages, recommendations, referral traffic – Facebook – Shares, comments, referral traffic – YouTube – Subscribers, referral traffic• Demand Generation: – Data capture5
  6. 6. THE HOMELAND & EMBASSY MODELUse social media platforms generate traffic to your blog:• Build a unified presence across platforms that amplifies your message• Use the right platform for each message• Drive back to your blog – Deliver long-form content to satisfy user needs in Consideration / Education phase – Deliver a clear, compelling call-to-action for Demand Generation6
  7. 7. TWITTER METRICSAwareness: – Number of followers – #hashtag useConsideration / Education: – Retweets – will sharing your tweet reflect positively on your follower(s)? – @replies – your friends / fans are engaging and others will see that engagement – Favorites – influences Twitter’s search results – Referral traffic back to your website / blog • Engagement metrics: Visits, time on site, page views per visit, bounce rateDemand Generation: – Website conversions where the referring traffic source was Twitter7
  8. 8. TWEETREACH.COMUseful for: – Conversation volume – #hashtag tracking – Reach • Unique accounts reached – Exposure • Impressions – Activity • Timeline of mentions – Top Contributors – Most retweeted tweets – Contributors – Tweets timeline8
  9. 9. TOPSY.COMhttp://analytics.topsy.comUseful for : – Identifying popular topics – Keywords – #hashtags – Identifying popular articles – Make sure you’re using hashtags appropriately9
  10. 10. LINKEDINBasics: 1) Get your profile to 100% complete! 2) Pay for a PRO accountAwareness: – Connections – Appearances in search results – Profile views – Who’s viewedConsideration / Education: – Messages – Recommendations – Referral traffic back to your website / blogDemand Generation: – Messages – Website conversions where referral traffic source is LinkedIn.com10
  11. 11. LINKEDIN PROFILE STATS PROUseful for: – Who’s Viewed – Views – App. in search – Keywords11
  12. 12. FACEBOOKBasics: 1) Set up a Fan Page 2) Get 30 Fan Page likes 3) Activate Facebook InsightsAwareness: – Total post views – Likes • Fan page likes • Individual post likesConsideration / Education: – Shares • If you’re getting lots of shares, it’s an indication that people really like what you’re saying, so consider posting more – Comments – Referral traffic back to your website / blogDemand Generation:12 – Website conversions where referral traffic source is Facebook
  13. 13. FACEBOOK INSIGHTSUseful for: – Total Likes • Fan Page likes – Friends of Fans • Potential reach – PTAT – Weekly Total Reach13
  14. 14. YOUTUBEAwareness: – Views – Comments – Likes / DislikesConsideration / Education: – Subscribers – Minutes watched – An important measure of engagement – Referral traffic back to your website / blogDemand Generation: – Website conversions where referral source was youtube.com14
  15. 15. YOUTUBE STATSUseful for: – Key discovery events • Which websites? – Views – Subscriber count – EngagementTools: – YouTube Statistics • For individual videos – YouTube Analytics • Gives you info on: – Engagement – Traffic sources – Playback locations – Views – Demographics15
  16. 16. THANKS!16

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