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The 7 Social Insights That Will Help Your Brand Win Today

The surface-level engagement social analytics era is over. It's time to move to more advanced analytics to win today and thrive in the future. Here are the 7 insights every brand must know.

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The 7 Social Insights That Will Help Your Brand Win Today

  1. 1. The 7 Social Insights That Will Help Your Brand Win Today And Thrive In The Future
  2. 2. Next-Generation Social Analytics About a decade ago, search marketing was transformed by Google Analytics. For the first time, it gave companies better insights to prove and improve the value of their investment in search ads. Now, businesses need the same for social.
  3. 3. Next-Generation Social Analytics The social analytics space beyond likes, follows, RTs, and comments can be daunting…
  4. 4. Next-Generation Social Analytics …But with these seven social insights, you’ll be able to have a clear business perspective of where your social efforts stand. You’ll be able to prove that they are driving business as well as improve and make a meaningful impact.
  5. 5. #1: Conversions Per Share This is the single most must-have metric every business that is seriously investing in social needs to be measuring. Google Analytics brought conversion metrics to web analytics. Conversion metrics need to be brought to social. …And Conversions Per Share is it. Because sharing (posts, tweets, pins, etc.) is the foundational action of social media, it’s important that the share is the denominator of social’s conversion metric.
  6. 6. #1: Conversions Per Share It’s also important to note that, like traditional media, social media has 3 elements: earned (what your fans share), owned (what you share), and paid (social ads), so really, every brand has 3 conversion metrics: 1. Earned Conversions Per Share 2. Owned Conversions Per Share 3. Owned Revenue Per Share
  7. 7. #2: Revenue Per Share Similar to Conversions Per Share, Revenue Per Share is integral now that social, especially Facebook, is a pay-to-play channel. Every ecommerce brand that’s investing in social (and they should be) needs to be tracking how social impacts revenue. For example, if your brand is running an influencer campaigns, this metric tells you exactly how much each influencer’s tweet is worth in dollar terms, allowing you to easily calculate ROI.
  8. 8. #3: Most Social Content Your Most Social Content is the content that has the most number of conversions from social. If you’re not tracking how your content is performing (again, preferably based on conversions), you will be wasting a lot of time, effort, and money on sharing sub-optimal content. Google Analytic’s referral analysis captures this, but is limited to last-click attribution.
  9. 9. #4: Most Social Influencers Services like Klout are great at identifying large-scale influencers… …But if your brand is able to define social influence on a conversion per share basis, you’ll be able to identify influencers large and small—based on social conversion efficiency—which is super powerful with social’s sophisticated targeting ability.
  10. 10. #5: Most Social Converters On the flip-side, these are the people that respond well to social sharing. People who respond well to their friends’ recommendations on social have a higher likelihood of converting from social ads, as well. Therefore, if you know who converts at a high conversion per share rate organically, you can more efficiently target your paid social ads.
  11. 11. #6: Fastest Channel to Convert Because every brand has different customers and different customer behaviors, brands need to figure out the efficiency of their social channels. The Fastest Channel to Convert insight helps brands do just that. For example, if the average time to convert on Facebook is two weeks, while Twitter and Pinterest are 2 hours, Facebook is a top-of-the-funnel channel, while Twitter and Pinterest are a lot lower. This insight helps brands more effectively prioritize and distribute their social advertising budget social in accordance with their customer behavior.
  12. 12. #7: Social Average Order Value For most retailers, average order value is a staple KPI. As companies increase their investment in social, it’s critical for marketers to be able to compare AOV across channels, including social. • Comparing digital banner AOV vs. Pinterest AOV vs. Facebook AOV • Even more granularly, organic Facebook AOV vs. paid Facebook AOV, etc. With these specific social AOV insights, marketers can more effectively allocate their social budget to the channels that are most effective.
  13. 13. For a more in-depth look at these seven social insights, check out our blog post here: Blog Post
  14. 14. About Inside Social Inside Social is a social marketing platform that helps companies measure and increase their social ROI by focusing on the metrics that matter, not the vanity metrics you’re used to on social. We built a share tracking technology that connects social sharing to downstream conversions, such as a download, subscription, or purchase. By measuring, attributing, and optimizing social based on conversions, we help companies do better social marketing. We are based in Seattle, WA. Connect with us on our social channels: