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Social Media Metrics - What Really Matters for Recruitment and HR


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So, you’ve implemented your social media strategy and you’ve been networking and tweeting and blogging every which way. But are you doing all that you need todo to reach your audience? How do you know?

•Discover why traditional Web metrics won’t work with social media
•Learn the two crucial dimensions of social media measurement
•Discover how to set and measure meaningful metrics

Published in: Self Improvement
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Social Media Metrics - What Really Matters for Recruitment and HR

  1. 1. What Matters in Measuring Your Social Media
  2. 2. <ul><li>For my tweeps in the audience….. </li></ul><ul><li>@KevinBHawkins </li></ul><ul><li>@NASRecruitment </li></ul><ul><li>#talenttalk </li></ul>Kevin B Hawkins Senior Interactive Marketing Analyst NAS Recruitment Communications
  3. 3. The Social Media Land Rush Yee –haw! Facebook here I come!
  4. 4. You Have To Come To The Dance
  5. 5. You Have To Come To The Dance But You Don’t Want To Be These Guys
  6. 6. Still Not Sure About Social Media? &quot;unfriend “– verb – To remove someone as a 'friend' on a social networking site such as Facebook. As in, 'I decided to unfriend my roommate on Facebook after we had a fight.'&quot; What was the New Oxford American Dictionary’s Word of the Year for 2009?
  7. 7. So How Do You Tell If It’s Working?
  8. 8. And What Investment Are You Measuring? Social Media Is Free *If your people, time and expertise are ‘free’ Social Media Is Free* Yippie! Our Online Marketing Problems are OVER!
  9. 9. And What Investment Are You Measuring? Social Media Is Free *If your people, time and expertise are ‘free’ Social Media Is Free* oh. Bummer. *If your people, time and expertise are ‘free’
  10. 10. What Investment? Everyone Says “It’s Free!”
  11. 11. … Only, It’s NOT
  12. 12. Even The Pundits Invest A Lot Into ‘Low Cost’ Social HubSpot claims: “On the Internet, you can publish your own blog, pictures, videos and more for very low cost.” To spread this message they employ “over 70 people, over 20 of whom are their own “Marketing Specialists” whose job is to live and breathe SEO, make blog posts, publish interviews, compile reports, create videos, make podcasts, run webinars, and even draw cartoons.” * Jason Cohen ‘Please stop saying social media marketing is free’ And they still pay for ads:
  13. 13. So Set Your Expectations Realistically <ul><li>Marketing, even in Social Media, costs you either: </li></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>Money </li></ul></ul><ul><ul><li>Both of the Above </li></ul></ul>
  14. 14. Most Metrics Are Ego Driven
  15. 15. Your Ego Wants Metrics Like This
  16. 16. Social Metrics Is Like Stamp Collecting
  17. 17. How Valuable Is Your Collection
  18. 18. You Want The Right Followers For Value
  19. 19. Two Types Of Social Media Measurement I want to know how my much my network is growing and how social media performs as a source. I want to know if my social media efforts are engaging the right audience of brand advocates.
  20. 20. Top 3 Marketing Social Media Metrics <ul><li>Visitors and Traffic Sources </li></ul><ul><li>Network Size (fans, followers, members) </li></ul><ul><li>Quantity of Brand or Product commentary </li></ul>* MarketingSherpa’s 2010 Social Media Marketing Benchmark Report 2,000+ Marketers Surveyed
  21. 21. Marketing Social Media Metrics * MarketingSherpa’s 2010 Social Media Marketing Benchmark Report
  22. 22. Social Metrics Aren’t Web Metrics Web Metrics Move In One Direction – Towards You
  23. 23. Web Metrics Can Feel Good But Don’t Track Social &quot; You like me , you really like me !&quot;
  24. 24. Two Focuses Depending On Function I want to monitor effectiveness of social media sources as a marketing effort. I need insight which will allow me to manage and adjust social media presence.
  25. 25. ROI For Engaging In Social Media Return On Interaction Audience and Engagement Metrics Allow Me To Manage and Adjust My Strategy.
  26. 26. Business ROI From Social Media Specific Business Goal Metrics Show Me Which Strategies Are on Target.
  27. 27. Tracking Audience - Who’s Real and Worthwhile?
  28. 28. Who’s Real and Worthwhile?
  29. 29. How Much ‘New Blood’ Is In Your Network? Overlap Potential Extended Reach
  30. 30. How Much ‘New Blood’ Is In Your Network?
  31. 31. Are You A Victim Of Churn?
  32. 32. People Can Follow You On An ‘Off-Topic’ Post… Wow!
  33. 33. … But Leave When They See Your Primary Topics I’m Outta Here! Wow, That’s Amazing!
  34. 34. Churn In Action This is a neat gadget, maybe some of my followers will find this amusing or cool.
  35. 35. My ‘Cufflinks’ Tweet Gets Me Followed…
  36. 36. By a Commercial Account Strictly ‘Pushing’ Jewelry
  37. 37. They ‘unfriend’ Me the next day, but I Gain…
  38. 38. … A Real Person With Followers and Topic Overlap Laurie_H has 167 followers and tweets about PR, social media & networking. SCORE!
  39. 39. This Follower is ‘Listed’ ON Geo-Centric Lists Laurie_H is a great resource if I want to get a tweet out to the Cleveland area!
  40. 40. Tracking Engagement
  41. 41. Track Clicks On Articles To Gauge Interest Watch This To Keep An Eye On Broadcasting See if content is of interest and if you have an effective network. I wonder if the tweet about Google Remarketing could have had a better headline…maybe that would get more clicks.
  42. 42. Track ReTweets and References to Track Your Growth
  43. 43. Watch Overall Engagement Trends
  44. 44. Tracking Goals - Start Taking Baby Steps
  45. 45. Goal: Building Loyalty and Trust Interact with people who mention your brand on Twitter Success Metrics Goal <ul><li>Amount of positive comments sent </li></ul><ul><li>Amount of conversations that start from that comment </li></ul>X amount of positive brand conversations
  46. 46. Track Specific Goals
  47. 47. Business Goals Drive Channel Usage * MarketingSherpa’s 2010 Social Media Marketing Benchmark Report
  48. 48. What Happens Next – Where Do They Go?
  49. 49. How Engaged Are Social Audiences With Your Site? 3.6 3.3 2.9 2.5
  50. 50. Which Media Sources Drive Event Conversion? 18% 15% 13% 12%
  51. 52. Thank you! @KevinBHawkins [email_address]