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Measuring Social Media: A Tweet Is Worth WHAT?

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Measuring social media can be tough – but it's not impossible. We'll follow the journey from awareness to engagement to traffic to conversions to show how social media can be measured and reported all the way to real dollars.

Published in: Marketing, Technology, Business

Measuring Social Media: A Tweet Is Worth WHAT?

  1. 1. A tweet is worth what? A guide to measuring social media Saturday, November 9, 13
  2. 2. A tweet is worth what? A guide to measuring social media COURTNEY SEITER Community Manager If you’ve ever talked to Raven on Twitter, Facebook, Google+, LinkedIn or any other social network, that was probably me. @RavenCourtney courtney@raventools.com Saturday, November 9, 13
  3. 3. A tweet is worth what? A guide to measuring social media Saturday, November 9, 13
  4. 4. A tweet is worth what? A guide to measuring social media Saturday, November 9, 13
  5. 5. A tweet is worth what? A guide to measuring social media raven.im/SMgoals Saturday, November 9, 13
  6. 6. A tweet is worth what? A guide to measuring social media The five goalposts of social measurement • Awareness • Engagement • Traffic/Leads • Conversions • Retention/Advocacy Saturday, November 9, 13
  7. 7. A tweet is worth what? A guide to measuring social media OBJECTIVE 1: AWARENESS Saturday, November 9, 13
  8. 8. A tweet is worth what? A guide to measuring social media Reach metrics • Facebook: Weekly Total Reach or “saw this post” • Twitter: Total followers + Total followers of those who retweeted your posts • YouTube: Total views • Google Plus: Those who have you in a Circle + total number of Circles of everyone who shared your content • LinkedIn: Total impressions Saturday, November 9, 13
  9. 9. A tweet is worth what? A guide to measuring social media Audience growth metrics • Facebook: New fans ÷ total fans • Twitter: New followers ÷ total followers • YouTube: New subscribers ÷ total followers • Google Plus: Newly added to Circles ÷ have you in Circles • LinkedIn: New followers of company page ÷ total followers of company page Saturday, November 9, 13
  10. 10. A tweet is worth what? A guide to measuring social media RAVEN CAN HELP: SOCIAL METRICS Saturday, November 9, 13
  11. 11. A tweet is worth what? A guide to measuring social media Brand awareness metrics • Brand mentions: How often are people talking about your brand? • Brand sentiment: How do they feel when they’re talking about you? • Share of voice: Are more people talking about you, or your competitor(s)? Saturday, November 9, 13
  12. 12. A tweet is worth what? A guide to measuring social media RAVEN CAN HELP: SOCIAL MONITOR raven.im/MaxMonitor Saturday, November 9, 13
  13. 13. A tweet is worth what? A guide to measuring social media OBJECTIVE 2: ENGAGEMENT Saturday, November 9, 13
  14. 14. A tweet is worth what? A guide to measuring social media Engagement metrics • Likes • Comments/Mentions • Shares • Reviews • Links Saturday, November 9, 13
  15. 15. A tweet is worth what? A guide to measuring social media RAVEN CAN HELP: SOCIAL METRICS Saturday, November 9, 13
  16. 16. A tweet is worth what? A guide to measuring social media RAVEN CAN HELP: SOCIAL MONITOR Saturday, November 9, 13
  17. 17. A tweet is worth what? A guide to measuring social media OBJECTIVE 3: TRAFFIC/LEADS Saturday, November 9, 13
  18. 18. A tweet is worth what? A guide to measuring social media Traffic metrics • Social traffic to site • Percentage social visits • New vs. returning visitors • Social actions • Top landing pages Saturday, November 9, 13
  19. 19. A tweet is worth what? A guide to measuring social media RAVEN CAN HELP: SOCIAL METRICS Saturday, November 9, 13
  20. 20. A tweet is worth what? A guide to measuring social media RAVEN CAN HELP: GOOGLE ANALYTICS SOCIAL Saturday, November 9, 13
  21. 21. A tweet is worth what? A guide to measuring social media OBJECTIVE 4: CONVERSIONS Saturday, November 9, 13
  22. 22. A tweet is worth what? A guide to measuring social media Conversions=goals • Duration goals: Spending more than 3 minutes on site • Pages/visit goals: Visiting more than 5 pages on site • Event goals: Watching a video, completing a form • Destination goals: Visiting a thank-you page Saturday, November 9, 13
  23. 23. A tweet is worth what? A guide to measuring social media Conversion metrics • Number of conversions • Conversion value • Conversion rate • Top converting pages • Top converting networks Saturday, November 9, 13
  24. 24. A tweet is worth what? A guide to measuring social media RAVEN CAN HELP: GOOGLE ANALYTICS SOCIAL Saturday, November 9, 13
  25. 25. A tweet is worth what? A guide to measuring social media OBJECTIVE 5: RETENTION/ADVOCACY Saturday, November 9, 13
  26. 26. A tweet is worth what? A guide to measuring social media Happy customer metrics • Response rate • Average response time • Problems solved • Questions answered • Customers nurtured • Advocates developed Saturday, November 9, 13
  27. 27. A tweet is worth what? A guide to measuring social media RAVEN CAN HELP: NEW SOCIAL TOOL! Saturday, November 9, 13
  28. 28. A tweet is worth what? A guide to measuring social media ONE MORE SNEAK PEEK... Saturday, November 9, 13
  29. 29. A tweet is worth what? A guide to measuring social media WANT MORE? DOWNLOAD OUR RESOURCE! raven.im/30metrics Saturday, November 9, 13
  30. 30. A tweet is worth what? A guide to measuring social media WHERE IS ALL THIS GOOD STUFF? Saturday, November 9, 13
  31. 31. A tweet is worth what? A guide to measuring social media WHERE IS ALL THIS GOOD STUFF? Saturday, November 9, 13
  32. 32. A tweet is worth what? A guide to measuring social media REPORTING Saturday, November 9, 13
  33. 33. A tweet is worth what? A guide to measuring social media P.S. Join our community! • Twitter • Google+ • YouTube • Facebook • Pinterest • Quora Saturday, November 9, 13 @RavenCourtney courtney@raventools.com

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