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Social Media Measurement

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From a June 2013 presentation to small business owners in Raleigh

Published in: Social Media
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Social Media Measurement

  1. 1. May29,2013 Tracking and Measuring Social Media Marketing Campaigns
  2. 2. Overview • About Me • Getting Started • Objectives • Tools • Next Steps • Q&A
  3. 3. ABOUT ME
  4. 4. About Me • I’m a storyteller • Graduated from Elon University with B.A. in Strategic Communications and M.A. in Interactive Media • Clients I’ve worked with: API, Cree, Dow Jones, Duke Realty, New England Patriots, SCVNGR, Coca-Cola, Esurance, Sears, House of Raeford, Swedish Match, West Village • Connect on Twitter: @larsbredahl
  5. 5. About Me • Eckel & Vaughan (@EckelVaughan) – Founded in 2008 – Raleigh, NC – “Conversation Agency” – Full-service agency • Marketing & Advertising • Public Affairs • Public Relations • Digital Media
  6. 6. GETTING STARTED
  7. 7. Getting Started • What is your business objective? • What are your Key Performance Indicators (KPIs)? • What is your budget? • How many people will monitor your accounts? Source
  8. 8. OBJECTIVES
  9. 9. Reach • Boost brand awareness • Grow community, following • KPIs: followers, subscribers, fans, Likes, shares
  10. 10. Reach Example: Lars Bar and Grill • Campaign: Facebook Ad Awareness Campaign • Objective: Earn 200 Facebook “Likes” in June 2013 using paid promotions. • Measurement: Use Facebook Insights to analyze growth patterns. Optimize ads on Facebook Ad platform.
  11. 11. Engagement • Generate interactions with your content • Experiment with different types of content and monitor KPIs to see what works • KPIs: Clicks, time on site, retweets, mentions, comments, replies, emails sent, downloads, video views, reviews, “Talking About This”
  12. 12. Engagement Example: Lars Bar and Grill • Campaign: Develop compelling content for Facebook that generates interactions • Objective: Create engaging content to earn 100 interactions in June 2013 • Measurement: Track the average amount of post likes, comments, shares and then optimize accordingly.
  13. 13. Conversions • Drive traffic to your website and other platforms • Top of “Sales Funnel” • KPIs: Product purchases, forms completed, emails sent
  14. 14. Conversions Example: Lars Bar and Grill • Campaign: Build email list • Objective: Earn 50 new email subscribers in June 2013 • Measurement: Use Google Analytics to track social media traffic to website and amount of clicks on “Subscribe” button.
  15. 15. Other Objectives • Competitive Data – Share of Voice – Share of mentions compared to competitors in your space • Sentiment – How do followers react to your content? – Positive, negative, or neutral
  16. 16. TOOLS
  17. 17. Free Tools • Metric Tools: allow you to track basic statistics from various platforms – Google Analytics – Facebook Insights – TwitterCounter – Followerwonk – Pinterest Web Analytics Source
  18. 18. Free Tools • Link Shortening Tools: allow you to clip and customize long URLs while tracking clicks – Bit.ly – BufferApp – Su.pr – Goo.gl – TinyArrows Source
  19. 19. Free Tools • Monitoring Tools: allow you to keep tabs on the conversation around your brand – Google Alerts – HootSuite – TweetDeck – Social Mention – Icerocket Source
  20. 20. Free Tools • Influence Tools: allows you to determine how engaging your content is and identify key influencers – Klout – Kred – Tweetreach – Peerindex – Pinpuff Source
  21. 21. Paid Tools • Radian6 • ViralHeat • Spredfast • Argyle Social • Sysomos • Sprout Social • UberVU Source
  22. 22. NEXT STEPS
  23. 23. Next Steps • Set goals
  24. 24. Next Steps • Plan specific measureable objectives
  25. 25. Next Steps Facebook Date Posts Page Likes Fan Posts Post Likes Shares Comments 6/1/13 2 100 1 21 2 1 6/2/13 1 100 0 10 1 0 6/3/13 1 101 0 8 1 0 6/4/13 2 102 1 24 2 2 6/5/13 2 102 1 16 2 0 6/6/13 2 103 0 18 0 1 • Create a social media tracking document
  26. 26. Next Steps • Choose monitoring platforms based on objectives, budget, team
  27. 27. Next Steps • Monitor, measure, optimize
  28. 28. Q&A
  29. 29. Q&A Questions? @larsbredahl @EckelVaughan

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