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Social Media
Measurements
Presented by:
Adam Proehl
@adamproehl
The ones that matter
Why they matter
How to get at them
About Me
• In Digital Marketing since 1998
• Specialize in complex & multi-channel sales
• Principle at NordicClick Interactive – a
Minneapolis based Agency
• Instructor at the Online Marketing Institute,
Instant E-Learning & University of San Francisco
• Hopeless MN Sports fan
@adamproehl
Topics for Today
• Measurements and Signals…… that
actually matter
• What you can do with them
• The view from a “data guy”
• Useful Tools / Tricks
• Examples
@adamproehl
Four Sides to Measurements & Signals
@adamproehl
Can’tReallyMeasure Ultimate Actionable Metrics
Mostly Useless
Squishy
1. Can’t Really Measure ROI
• Bar Conversations
• Water cooler gossip
• Cocktail Party
• Business & Personal Relationships
@adamproehl
2. Ultimate Actionable Signals
• Real Time Data
• Incredible Clues
• Leading Indicator Business Metrics
@adamproehl
Things you’ll learn:
• You’re loved
• Why you’re loved
• How to stay loved
• How to get more
love
• You suck
• Why you suck
• How to not suck
• How many think you
suck
• Who the brand ambassadors are
• Who you have to win over
• Who the trolls are
@adamproehl
Or…worst of all
No one cares
Token cat photo
@adamproehl
3. Mostly Useless Measurements
• Followers
• Fans
• Likes
• Reach
• Tweet volume
• Posts
• Mention volume
• Impressions
• Most cookie cutter “Scores algorithms”
@adamproehl
4. Squishy Measurements*
• Share of Voice
• Sentiment
@adamproehl
* There’s value, but be careful. Data reliability is a real issue
@adamproehl
What Social
Media
Managers
Measure
Source: eMarketer 2014
Social Media – Why Engage?
2014 Study:
83% of brand marketers view
SHARING as the primary
benefit of social media
@adamproehl
Social Media & Brands – Four Uses
• Monitoring & research
• Responding to customers
• Amplifying messages
• Establishing thought leadership
- Mark Schaefer
@adamproehl
IMHO
May be simpler than all that:
“Talk to people who may:
• Buy
OR
• Influence someone who may buy”
@adamproehl
Social Media & Brands – Four Uses
Monitoring
&
Research
@adamproehl
Monitoring & Research
Is there an audience?
….who actually cares?
@adamproehl
Monitoring & Research
@adamproehl
Just go to the actual platforms!
Monitoring & Research
Freemium
to
$20/mo
GEO Based
Twitter
Trends
@adamproehl
Monitoring & Research
@adamproehl
Responding
to
Customers
@adamproehl
Responding to Customers
• Real Time
Signals
• Do this part
first
• Listen before
anything else
@adamproehl
Nothing New
Consistency Matters
That “Ultimate Actionable” part
Responding to Customers
@adamproehl
Actionable signals at work:
Responding to Customers
@adamproehl
Loyalty & amplify opportunity for one brand
Responding to Customers
@adamproehl
Missed opportunity for another
Amplification
@adamproehl
• Twitter: Number of RTs or shares per
Tweet
• Blogs:
– Avg Number of comments/post
– Avg number of shares/post
• Pinterest
– Avg Number of comments/post
– Avg number of shares/post
@adamproehl
Does anyone care? Simple Measurements:
Amplification
• Facebook: Likes, shares, and comments
on a post
• Instagram:
– Avg Number of comments/post
– Avg number of likes/post
• FourSquare/Swarm/Yahoo (whatever)
– Frequency of check ins
– Comments & likes on check ins
@adamproehl
Amplification
Does anyone care? Simple Measurements:
Image & Methodology Credit: Avinash Kaushik & Jennifer Lopez (Moz)
• Conversion Rate
• Comments/Replies
• Applause Rate
• Favs/Likes/+
• Amplification Rate
• Shares/RT/Clicks
@adamproehl
TOOL: www.truesocialmetrics.com
“True Engagement Rate”
Amplification
Tool Example:
Shared Count
www.sharedcount.com
Amplification
@adamproehl
Tool Example: Muckrack.com/whoshared
@adamproehl
Amplification
Topsy.com/linksTool Example:
@adamproehl
Amplification
Amplification
Ultimate actionable metrics
Once Again:
@adamproehl
Your Action (part 1)
Always drill deeper than the summary rollup:
@adamproehl
Your Action (part 2)
Find the emotional spark:
@adamproehl
Your Action (part 3)
Analyze:
• Lessons learned
• Scalable?
• Repeatable?
• Frequency?
@adamproehl
@adamproehl
Common FAQ’s
Q1: Are people actually clicking and
reading the link?
Photo Credit: Sodahead
You know, the reason you shared it to begin with?
@adamproehl
Free Tool: bitly
bit.ly
@adamproehl
• Realtime Analytics
• Key Metrics
bitly
@adamproehl
bitly
@adamproehl
Bitly - bonus
Custom URL Shortener capabilities:
@adamproehl
@adamproehl
Q2: The C-Level – What are some must
have’s in a social media report?
“Treat the C-level the same as you
would an 8 year old: Pretty pictures and
simple numbers”
Q2: The C-Level – What do you report?
@adamproehl
- Alan K’necht
frequent Pubcon speaker
C-Level Reporting:
Short Term: Volume, Mood, PR successes,
customer satisfaction, & problems
Long Term: Social’s impact over sales – not
easily attributable
Bonus: Success anecdotes
Q2: The C-Level – What do you report?
@adamproehl
Q3: The C-Level – What do you report?
ALWAYS tie back to a company goal
@adamproehl
• Customer Satisfaction Rating
• Brand visibility
• Reputation
• Etc.
Q3: What is the measurement/signal that
brands forget to think about?
Impact on retail
(social awareness
at a retail level)
@adamproehl
@adamproehl
Q3: What is the measurement/signal that
brands forget to think about?
Branded
Keyword
Queries
Direct site traffic
………..unless you just get yours by magic
Q3: What is the measurement/signal that
brands forget to think about?
@adamproehl
Q4: How can you use social for links?
“What about Links?
“Will social help me there?”
@adamproehl
YES!Great stuff to share
+
The right audience
+
Amplification
-----------------------------------------
= Natural links (The best kind)
@adamproehl
And…..NO!
@adamproehl
Page likes & no-follow social referrals won’t help with the algorithm
And…..Maybe
@adamproehl
This just happened – too early to really guage
Screengrab Credit: Search Engine Land
If no one else cares about
your stuff….
….then don’t expect the
search engines to, either.
Food for Thought
@adamproehl
@adamproehl
Q5: What are some useful, AND reliable
tools?
The Wonderbar
(Most valuable tool on the planet when you’re tearing apart a house!)
Nothing wrong with top tier
tools
but...
@adamproehl
What are you doing
with what you have?
@adamproehl
Token 80’s icon photo
What you already have:
Example: Facebook Analytics
@adamproehl
Example: YouTube Analytics
• Segmented Stats
• Video Interactions
• Source Data
What you already have:
@adamproehl
Pinterest Source
www.pinterest.com/source/URL
Betty Crocker Example
What you already have:
@adamproehl
Check Ins
What you already have:
@adamproehl
What you already have:
Share Counts
@adamproehl
Twitter Apps
Tweetdeck
Hootsuite
Crowdboaster
What you already have:
@adamproehl
Social Mention
www.socialmention.com
Tools: What’s Free
@adamproehl
Best Combination of Tools
@adamproehl
Bonus: Final Thought
Social Media Analytics:
Don’t wait for the reporting
dashboard to take
action………
@adamproehl
Thank You
Adam Proehl
adam@nordicclick.com
@adamproehl

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Social Media Measurements - Pubcon Austin 2015

Editor's Notes

  1. Adam
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  17. Adam read the quote – softball to Alan
  18. Alan to cover
  19. Adam Alan gave the Heinz Example. Other examples: Sales Support PR / Branding Goals
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  22. Adam What has to happen for someone to come directly to your site? They have to know about you!
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