Measuring Social Media: Measuring Up The Down Escalator
@aknechtSocial Media AnalyticsModelsMeasuring SuccessUp The Down EscalatorAlan K’necht
@aknechtAbout Me• Working with the Internet since 1994• Started with Digital Analytics in 1995• Also been a:– Web developer– Analyst– SEO/Social Media• Teach Digital Analytics for USF Online• Published 1stbook in 2010
@aknechtAbout DAM• Providing SEO, Social & AnalyticsServices, Consulting & Training
@aknechtSocial Analytics in Perspective• Followers/Fans are to social media whatHits were to web analytics
@aknechtSocial Analytics in Perspective• Brands that only focus onTwitter/Pinterest/Instragram followercounts & Facebook fans are missing thepoint of social marketing• They’re measuring thewrong thing and wastingmoney!
@aknechtState of Social Analytics• Similar spot as web analytics circa 1999– Measuring followers, fans, etc.– Counting likes, shares, etc.
@aknechtWhyUp The Down Escalator?• Takes longer• Not an easy trip for your audience• The moment you do something wrong– They take the easy ride to the bottom• Initially nothing to motivate the climb
@aknechtThe End of the Journey• Your perspective– Fully engaged audience– Unpaid brand advocates– Increases in sales/leads/etc. $$$$• Their perspective– A responsive organization– An organization that respects their customers– Easy access to information/help
@aknechtWays to Get Them There• Engaging with Strangers– Participating in social environments– Introducing yourself to your audience– Typical efforts:• Participate in TwitterChats/Hangouts• Write blog posts/Leave comments• Join a community or discussion group• Pinning images
@aknechtMeasure Step 1 Success• Twitter/G+: Number of RTs or sharesper Tweet/Post• Blogs:– Avg Number of comments/post– Avg number of shares/post• Pinterest– Avg Number of comments/post– Avg number of shares/post