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Measure It! Social media metrics made simple

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Social media measurement doesn't have to be so confusing/frustrating/scary. When you match social media to your business goals, it's easy to focus on the right social media metrics and prove real value.

Published in: Business, Technology
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Measure It! Social media metrics made simple

  1. 1. Measure It!(a.k.a. “Is this really working?”)@RavenCourtney
  2. 2. Courtney Seiter@RavenCourtneyslideshare.net/raventoolsraventools.com
  3. 3. But before that...@RavenCourtney
  4. 4. KPIs? CTR?WTF?!@RavenCourtney
  5. 5. @RavenCourtney
  6. 6. @RavenCourtneyUh oh...
  7. 7. @RavenCourtneyOuch...
  8. 8. Well, duh...ource: Altimeter Group@RavenCourtney
  9. 9. @RavenCourtneyWhat matters:
  10. 10. @RavenCourtneySource: Social Media Examiner Industry Report 2013Let’s talk goals
  11. 11. @RavenCourtney“Don’t measure what you can,measure what you should.”–Philip Sheldrake
  12. 12. ActivityReachEngagementAcquisitionConversionMetrics that matter@RavenCourtney
  13. 13. Yup. Sorry.@RavenCourtney
  14. 14. raven.im/30metrics@RavenCourtney
  15. 15. Activity@RavenCourtney
  16. 16. Post metrics@RavenCourtney• Post rate• Post type percentage• Post topic percentage
  17. 17. Response metrics@RavenCourtney• Response rate• Average response time
  18. 18. Customer servicesavings@RavenCourtneyCost to solve a customer issue via traditionalchannels-Cost to solve a customer issue via social media=Savings
  19. 19. Reach@RavenCourtney
  20. 20. ReachFacebook: Weekly Total Reach or “saw this post”Twitter: Total followers + Total followers of those who retweetedyour postsGoogle Plus: Total number of those who have you in a circle+ totalnumber of circles of everyone who shared your contentLinkedIn: Total impressionsPinterest: Daily average reach@RavenCourtney
  21. 21. Audience growth rateFacebook: New fans ÷ total fansTwitter: New followers ÷ total followersGoogle Plus: Newly added to Circles ÷ have you in CirclesLinkedIn: New followers of company page ÷ total followers ofcompany pagePinterest: New followers ÷ total followers@RavenCourtney
  22. 22. Brand awareness@RavenCourtney• Brand mentions• Brand sentiment
  23. 23. Share of voiceYour brand mentionsTotal industry mentions (Your brand + competitors A,B,C, etc.)@RavenCourtney
  24. 24. Engagement@RavenCourtney
  25. 25. Applause rateFacebook: Total number of likes ÷ total postsTwitter: Total number of favorites ÷ total postsGoogle Plus: Total number of +1s ÷ total postsLinkedIn: Total number of likes ÷ total postsPinterest: Total number of favorites ÷ total pins@RavenCourtney
  26. 26. Conversation rate@RavenCourtneyFacebook: Total number of comments ÷ total postsTwitter: Total number of mentions ÷ total postsGoogle Plus: Total number of comments ÷ total postsLinkedIn: Total number of comments ÷ total postsPinterest: Total number of comments ÷ total pins
  27. 27. Amplification rateFacebook: Total number of shares ÷ total postsTwitter: Total number of retweets ÷ total postsGoogle Plus: Total number of shares ÷ total postsLinkedIn: Total number of shares ÷ total postsPinterest: Total number of repins ÷ total pins@RavenCourtney
  28. 28. Engagement rateFacebook: People Talking About This ÷ total fansTwitter: Favorites + mentions + retweets ÷ total followersGoogle Plus: +1s + comments + shares ÷ total followersLinkedIn: Likes + comments + shares ÷ total followersPinterest: Likes + comments + repins ÷ total followers@RavenCourtney
  29. 29. Acquisition@RavenCourtney
  30. 30. @RavenCourtney• Social visits• Percentage social visitsHow much traffic?
  31. 31. Where tofind it -->@RavenCourtney
  32. 32. It’s magic!@RavenCourtney
  33. 33. Find the patterns@RavenCourtney
  34. 34. @RavenCourtney• Visitor frequency rate• Visit duration• Pages per visit• Bounce rateWhat are they up to?
  35. 35. Conversion@RavenCourtney
  36. 36. 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, downloadinga guide•Destination goals: Visiting a thank-you page or other specificpage@RavenCourtney
  37. 37. Some goal resources•Overall goals: raven.im/startgoals•Engagement goals: raven.im/engagegoals•Event goals: raven.im/eventgoals•Destination goals: raven.im/destinationgoals@RavenCourtney
  38. 38. GAConfig.com@RavenCourtney
  39. 39. @RavenCourtneyOK, let’ssee theresults -->
  40. 40. Contributed conversion@RavenCourtney
  41. 41. Last interaction conversion@RavenCourtney
  42. 42. Social conversion value@RavenCourtney
  43. 43. Percentageof total conversions@RavenCourtney
  44. 44. @RavenCourtneyBonus resource!raven.im/customdash
  45. 45. @RavenCourtneyDon’t fear the metrics
  46. 46. raven.im/30metrics@RavenCourtney
  47. 47. Thank you!Courtney Seiter@RavenCourtneyslideshare.net/raventoolsraventools.com

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