Social Media Summer School - Session 7 (measuring social media success and google analytics)
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Learn the what and how when it comes to measuring social media success and a basic overview of the bennefits and uses of Google analytics.
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Social Media Summer School - Session 7 (measuring social media success and google analytics)
- 1. xcxcxzcx Rare Communications Social Media Summer School #SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary Wifi: Wurst-Guest Password: 123Wurst
- 2. Live Tweeting! Ask your Social Media Questions to: @rareresults or #SMSummerSchool slideshare.net/rareresults
- 3. Today’s session will cover: • A Digital Measurement Approach • Functions of Social Media • Measuring Social Media Success • Google Analytics • Questions #SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary #SMSummerSchool @rareresults @WurstCalgary @AcceleratorYYC
- 4. A Digital Measurement Approach #SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary
- 5. A Digital Measurement Approach You can’t measure everything, choose wisely. • Audience • Function • Business Goals
- 6. Audience ALL marketing measurement is driven by audience. • Discard every metric that isn’t audience specific • Traffic to our website is up 5% • Who are those visitors?
- 7. Function Once you’ve established the audience, think about the function. • If the extra traffic to your website is returning customers, why are they there? • Support vs. Purchase • Customer Intent
- 8. Business Goals Determine your most important business goal first. • Engage existing customers • Drive sales • Grow awareness of offerings
- 9. Functions of Social Media #SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary
- 10. Not a Single Function Social media should never be narrowed down to a single function. • PR • Marketing Campaigns • Customer CRM • Customer Community • Customer Support • Evangelism • Research • Sales Campaigns
- 11. Which Function is Most Important? Dependent on the size of your following and industry. • Retail • Services • B2B
- 12. Measuring Social Media Success #SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary
- 13. Working vs. Not Based on retweets, likes, favourites, clicks & comments. • Top 5 most engaged posts • What topics? • What did people say?
- 14. Adapt & Build Based on your most effective posts. • Adapt new posts to be similar to effective topics • Expand on most engaged topics • Build a list of most engaged topics over time
- 15. Optimize Utilizing hashtags, keywords & other @names • Use industry specific hashtags or trending hashtags (Facebook, Twitter & Instagram) • Use keywords and phrases that resonated with your audience in previous posts • Tagging and mentioning supporters/customers
- 16. Potential Metrics Depending on your goals, you may choose one or many metrics. • Likes per post • Comments/replies per post • Brand mentions (based on sentiment) • Outgoing likes/favourites • In-store mentions of social media • Discount codes • Retweets incoming/outgoing • Followers
- 17. Google Analytics #SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary
- 18. Google Analytics Free tool from Google that allows you to monitor your website and marketing performance • Monitor the effectiveness of your website how many unique visitors? how long do they spend on my site? how many people bounce off my page? • Monitor marketing campaigns how many visitors from ‘x’ campaign?
- 19. Goals You can’t manage what you don’t measure • Setting up goals in your analytics is relatively easy…it then allows you to measure multiple marketing channels at once to determine your most effective practices, and make them more effective.
- 20. Key Stats • Unique Visitors • Time on Site • Bounce Rate • Goals Completed
- 21. Live Demo
- 22. Key Learnings • Need to add more product links to campaign • Encourage people to visit site • Use more @brandx tags • Tell our story more
- 23. Thank you for attending! #SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary
- 25. Questions? #SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary