1. FROM DUMMY TO GENIUS
Tips for Social Media Metrics

2. image credit @marc_smith
Get past metrics paralysis
Turn data churn into actionable metrics
Use metrics to drive actions and goals
Tame the analytics beast

3. OCCUPY ANALYTICS
Did you know?
Untamed analytics are
putting the Occupy
Movement at risk.
Analytics are a two-way
street.
image by AdBusters

4. 5 MAIN METRICS CHANNELS
• Marketing
• Human Resources
• Customer Service
• Sales
• Operations
image by Seattle Municipal Archives

5. TO AUTOMATE OR
NOT TO AUTOMATE
• Automate basic reporting or
recurring custom reports
• Manuallyanalyze content
structure and sentiment
image by NASA Goddard Space Flight Center

6. KEY B2B METRICS
• Cost per sale
• Customer Lifetime Value
• Database Performance
• Length of Sales Cycle
image by Search Engine People
• Conversion Rates
• Lead Generation / Referrals

7. KEY B2C METRICS
• Cost per acquisition
• Bounce Rate
• Abandonment Rate at Checkout
• Conversion Rate
• Click Through Rate
• Deep Page Engagement
image by craigCloutier
• Repeat visitors
• Use KPIs for Micro Data

8. MEASURING SOCIAL METRICS
• Google +
• Twitter
• Facebook
• YouTube
• Pinterest
• Email
• Website
• Mobile

9. COMPETITIVE INTELLIGENCE
• Google Analytics
• Extensions / Plug-ins
• Alerts
• Saved Search
• Excel
image by Anonymous9000

10. MAXIMIZE KPI TRACKING
• KPI by industry
• KPI per goal
• KPI per problem to solve
image by klipfolio
• KPI for demographics
• KPI for finances

11. THE ALMIGHTY SPREADSHEET
image by mtanalytics

12. SEGMENTING
• Source
• Location
• Demographic
• Keyword
• Ads
• Mobile
• More

13. FILTER OUT IP
• Filter out your own IP
• Filter the IP of others

14. VISITOR FLOW

15. ROPE IN PPC

16. KEY GOALS
• What should your visitor
DO when they come to
your site?
• What are your incremental
objectives?
• Don’tget distracted by
nebulous, shaky or vague
goals image by stockerre

17. DOWNLOAD DETECTIVE
image by filmnoir 1

18. SENTIMENT
Emotional aftertaste left after an interaction with a brand

19. MEASURING MORE
• Page Load Times
• Video Metrics
• Phone Calls
• Social Buttons
• QR Codes image by google.com blog
• TV Ads

20. QUANTIFIED SELF
image by feltron

21. Leslie Poston, Magnitude Media
@leslie or @magnitudemedia on Twitter
800•501•4049 phone | 928•438•5038 fax
leslie@magnitudemedia.net
Author: Social Media Metrics for Dummies (Wiley, 2012)
Co-Author: Twitter for Dummies (Wiley, 2009+)
Contributor: Social Media ProBook (Eloqua)
Author: Grande Guide to Social Advertising (Eloqua)
If you enjoyed my presentation, won’t you recommend me on LinkedIn?
http://linkedin.com/in/leslieposton
Connect with Magnitude Media’s pages also:
http://www.linkedin.com/company/magnitude-media
http://facebook.com/magnitudemedia
http://magnitudemedia.net
©Leslie Poston, All Rights Reserved