Uploaded byRhea Drysdale
Social Media Analytics: The Peanut Butter to Business Metrics’ Chocolate
The document discusses the integration of social media metrics with business metrics, emphasizing the need for social marketers to go beyond basic metrics like likes and shares to drive business objectives. It highlights the challenges faced by social marketers, such as insufficient resources and the difficulty in measuring ROI. The importance of creating actionable insights from social media data to enhance accountability and alignment with broader business goals is also addressed.
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Social Media Analytics: The Peanut Butter to Business Metrics’ Chocolate
- 1. Social Media Analytics: ThePeanut Butter to Business Metrics’ Chocolate SearchFest 2013 @Rhea | @outspokenmedia
- 2. Forgive the beerbelly baby! @Rhea | #searchfest
- 3. Get the linksfrom the deck: http://bitly.com/bundles/rhea/1 @Rhea | #searchfest
- 5. A world wherepeanut butter and chocolate were segregated. @Rhea | #searchfest
- 6. http://www.youtube.com/watch?v=DJLDF6qZUX0 @Rhea | #searchfest
- 7. What’s as perfectlypaired as peanut butter and chocolate? BUSINESS METRICS = + SOCIAL MEDIA METRICS @Rhea | #searchfest
- 8. Social marketers oftenonly report on: Likes Referrals Conversion Visits s Leads Mentions Retweets Shares @Rhea | #searchfest
- 9. But, if thisis the extent of your social media reporting… @Rhea | #searchfest
- 10. You don’t getpaid to track tasteless metrics! @Rhea | #searchfest
- 11. You do getpaid to: Think critically Make informed recommendations Drive business objectives @Rhea | #searchfest
- 12. Unfortunately, social mediametrics rarely support business objectives because: CEO CMO CFO COO CTO VP VP Public Marketing Relations Business Marketing Developmen Director t Online Brand Marketing Manager Manager Social media often falls somewhere under here. Little internal support or prioritization. @Rhea | #searchfest
- 13. Awareness, Inc. Stateof Social Media Marketing Jan 2012 Social marketers face significant challenges: Social Media Examiner, 5 Social Media Marketing Trends: New Research http://bit.ly/YnBVyG
- 14. 77% Lack of sufficientresources @Rhea | #searchfest
- 15. 58% Measuring ROI @Rhea | #searchfest
- 16. 42% Managing and growingsocial presence @Rhea | #searchfest
- 17. 37% Integrating social mediaw/lead gen & sales @Rhea | #searchfest
- 18. 34% Integrating social mediaw/rest of marketing @Rhea | #searchfest
- 19. 33% Monitoring social media @Rhea | #searchfest
- 20. 31% Management of publishingacross platforms @Rhea | #searchfest
- 21. 22% Social media training @Rhea | #searchfest
- 22. There is potentialfor greatness. @Rhea | #searchfest
- 23. Lack of sufficientresources Cross-functional teams Define Team Charter • Mission Resources: http://bit.ly/XpQrd7 • Business Objectives http://bit.ly/13t73Qx • Composition and Roles • Authority and Empowerment • Resources and Support Available • Operations • Negotiation and Agreement @Rhea | #searchfest
- 24. Measuring ROI Multi-channel ROIreporting @mikecp @Rhea | #searchfest
- 25. Managing and growingsocial presence Community development @Rhea | #searchfest
- 26. Get your rippleson… @Rhea | #searchfest
- 27. Get your rippleson… @Rhea | #searchfest
- 28. Get your rippleson… @Rhea | #searchfest
- 29. Integrating social mediaw/lead gen & sales Understanding the sales funnel http://bit.ly/Zx721o @Rhea | #searchfest
- 30. Integrating social mediaw/rest of marketing Integrated marketing campaigns @Rhea | #searchfest
- 31. Monitoring social media Monitoring for critical topics GIGANTOR LIST OF SOCIAL MEDIA MONITORING TOOLS! http://bit.ly/XpT0fd @Rhea | #searchfest
- 32. Management of publishingacross platforms Process for reactive dialogue Meet Andy White of M80 http://bit.ly/YrilkZ @Rhea | #searchfest
- 33. Social media training Brand guidelines, policies, company-wide response strategies http://bit.ly/Xu6YcV @Rhea | #searchfest
- 34. And yet, mostof us would rather aim for deliverables and random KPIs like: @Rhea | #searchfest
- 35. Top Areas ofCorporate Social Marketing Investment for 2012 Increased presence across social media platforms Increased frequency of content publishing More robust social marketing management More robust social media monitoring More social media presence Other Social Media Examiner, 5 Social Media Marketing Trends: New Research http://bit.ly/YnBVyG
- 36. While fighting todefend the very existence of social media: Social Media Examiner, 5 Social Media Marketing Trends: New Research http://bit.ly/YnBVyG
- 37. Why is itso difficult to demonstrate the value of social media? @Rhea | #searchfest
- 38. Social metrics makeeverything more delicious actionable… PR Marketing Customer Service Usability Sales IT Product Development @Rhea | #searchfest
- 39. Social metrics holdeveryone more accountable… PR Marketing Customer Service Usability Sales IT Product Development @Rhea | #searchfest
- 40. Being held accountableis uncomfortable. Dysfunctional businesses hide from accountability while functional businesses embrace it. @Rhea | #searchfest
- 41. • Does yourbusiness care about the opinions of your customer base? • Do you conduct market research to strengthen traditional ad campaigns? • Do you know what influences customers at different stages of the sales cycle? • Do you work with customer service to segment, track and reduce issues by type? @Rhea | #searchfest
- 42. When social mediametrics reflect business metrics, the entire business wins. @Rhea | #searchfest
- 43. Business Metrics Defined “Aunit of measurement that provides a way to objectively quantify a process.” McGraw-Hill: Setting Business Metrics http://bit.ly/Y9uuPv @Rhea | #searchfest
- 44. Metrics vs. BusinessMetrics http://slidesha.re/VMP9L4 @Rhea | #searchfest
- 45. Common Business Metrics • Cost per acquisition • Lifetime value • Churn rate • Revenue percents For further reading: Inc, 4 Business Metrics You Can’t Afford to Ignore: http://bit.ly/11W073w Forbes, 10 Metrics Every Growing Business Must Keep An Eye On http://onforb.es/Xq4jB1 @Rhea | #searchfest
- 46. 2012: Google Analyticsreleases social reports @Rhea | #searchfest
- 47. Client case studies: Pinterest Yahoo! Answers reddit StumbleUpon Facebook @Rhea | #searchfest
- 48. Seasonal Product Page Valentine’s Day @Rhea | #searchfest
- 49. Social Media Metrics •2,111 visits • 81 likes on original poster’s pin • 1.5% of social referrals • 309 repins • 5th most socially shared URL SOCIAL MEDIA SUCCESS! @Rhea | #searchfest
- 50. Business Metrics 0 conversions Businessobjective: • Grow customer base and revenue Outcome: FAIL! @Rhea | #searchfest
- 51. Business Metrics Clarified Don’texpect social media to drive ROI entirely. Was this a failure on the part of social media? Their metrics look great! @Rhea | #searchfest
- 52. We’ve reached themoment when we bring everything together. Delicious metrics = business + social @Rhea | #searchfest
- 53. Analysis: Yes, you mustnow THINK. What caused the timely, engaged product page not to convert? Did anyone visit the page?! WTF(udge) They forgot the chocolate! @Rhea | #searchfest
- 54. TIME OUT! Weneed an after action review with all responsible teams present. Not to place blame—to develop a checklist/process for future success and accountability. @Rhea | #searchfest
- 55. Potential AAR Social Media: Daily social media reporting of most shared content. Marketing/Content: Develop plan for seasonal product promotion and related products. Development: Link to “other recommendations” mentioned in the second line of content to a landing page. Design: Place “related products” in an area that isn’t consistent with ads. Integrate “related products” with the product layout/design. @Rhea | #searchfest
- 56. Seasonal Linkbait Back to school @Rhea | #searchfest
- 57. Social Media Metrics •7,065 visits • 5,304 likes • 2.3% of all social referrals • 38 lists • 4th most socially shared URL • 79,000+ views SOCIAL MEDIA & SEO SUCCESS! @Rhea | #searchfest
- 58. Business Metrics 0 conversions…AGAIN! Business objective: • Grow customer base and revenue Outcome: FAIL! @Rhea | #searchfest
- 59. What happened toour chocolate? @Rhea | #searchfest
- 60. Where is thecall-to-action?
- 61. Here it is! Two “related searches” text links.
- 62. TIME OUT! TAKETWO. We need an another after action review. Marketing and/or SEO: Linkbait needs a content strategy informed by business objectives and metrics. All departments: Develop compelling calls-to-action that integrate with the linkbait and align with our promotional strategy. @Rhea | #searchfest
- 63. Let’s talk abouta perceived social media failure that’s actually a success. @Rhea | #searchfest
- 64. Social Referrals 2012vs 2013 SOCIAL MEDIA FAIL! @Rhea | #searchfest
- 65. FAIL! EPIC FAIL! SUPER FAIL! STILLA FAIL! Whew, success?
- 66. What were thebusiness metrics? @Rhea | #searchfest
- 67. Conversions @Rhea | #searchfest
- 68. Expense Revenue s @Rhea | #searchfest
- 69. Organic Search Traffic @Rhea | #searchfest
- 70. What drove theseresults if social media metrics were all down? @Rhea | #searchfest
- 71.
- 72.
- 73. Strategic Posts @Rhea | #searchfest
- 74. Community Involvement @Rhea | #searchfest
- 75. Speaking & Partnerships @Rhea | #searchfest
- 76. Training & Mentorship @Rhea | #searchfest
- 77. Client Retention &Growth @Rhea | #searchfest
- 78. We got socialwith the people who mattered to us (not everyone!). @Rhea | #searchfest
- 79. Direct social mediaROI doesn’t matter if we use social media to meet exceed business objectives. @Rhea | #searchfest
- 80. Want to growSEO’s % of revenue? GET CREATIVE! You can use social media metrics to qualify link prospects and as a performance metric for campaign success. Relevance Engageme Backlinks nt @Rhea | #searchfest
- 81. Blogger Outreach QualityMatrix Developed a combination of: 1. Backlinks – Citation Flow from Majestic SEO 2. Engagement – Avg of Engagement Per Post (EPP) w/3 posts 3. Relevance – 3 tiers affect minimum thresholds for CF and EPP @Rhea | #searchfest
- 82. Without this approach: SEO Social Media • Backlinks regardless of • Focused on outreach without industry relevance knowledge of risks, e.g. sponsored posts or mommy • Riskier methods of link blogger outreach acquisition to hit link quantity vs. quality metrics • Placing backlinks in questionable neighborhoods • Referral traffic isn’t a consideration • Not tied to content strategy • Not supporting social media • Not supporting SEO efforts efforts @Rhea | #searchfest
- 83. Together, we achieveindividual social media and SEO metrics as well as business metrics. In 20 years we won’t remember a world where we didn’t base business decisions in social media metrics. @Rhea | #searchfest
- 84. Get the deck: http://www.slideshare.net/rdrysdale Sayhello! rhea@outspokenmedia.com t: @Rhea | @outspokenmedia
Editor's Notes
- #2 Structure the presentation as sound bites and takeaways.Teach them how to apply social media metrics to business metrics. For every case study define both metrics and the overall objective.
- #9 Add a case study?? Discuss OSM’s goals? Leadsvs conversions vs referrals vs brand awareness vs client retention vs upsell? What metrics can we measure with each? Google Analytics falls short of many internal business metrics, which have to be coordinated internally across departments. Need a process to expedite this, which means you need buy-in from the top down to find real success.
- #44 Add a case study?? Discuss OSM’s goals? Leadsvs conversions vs referrals vs brand awareness vs client retention vs upsell? What metrics can we measure with each? Google Analytics falls short of many internal business metrics, which have to be coordinated internally across departments. Need a process to expedite this, which means you need buy-in from the top down to find real success.
- #45 Add a case study?? Discuss OSM’s goals? Leadsvs conversions vs referrals vs brand awareness vs client retention vs upsell? What metrics can we measure with each? Google Analytics falls short of many internal business metrics, which have to be coordinated internally across departments. Need a process to expedite this, which means you need buy-in from the top down to find real success.
- #46 Add a case study?? Discuss OSM’s goals? Leadsvs conversions vs referrals vs brand awareness vs client retention vs upsell? What metrics can we measure with each? Google Analytics falls short of many internal business metrics, which have to be coordinated internally across departments. Need a process to expedite this, which means you need buy-in from the top down to find real success.
- #48 Link to social media reporting announcement and include year.
- #49 Move why to another slide and blow up the image.
- #50 Move why to another slide and blow up the image.
- #51 Move why to another slide and blow up the image.
- #52 Move why to another slide and blow up the image.
- #53 Move why to another slide and blow up the image.
- #54 Move why to another slide and blow up the image.
- #55 Mention other departments and resources they have to bring in.
- #56 Mention other departments and resources they have to bring in.
- #57 Hide conversions and then reveal on this and other slide. This looks like success, but it’s not if rooted in business metrics. How do you actually turn these insights into actionable results? Have an After Action Review discussing a process for content (reference Jonathan’s preso on content strategy) and the need for a strong call-to-action or at least some more visible tie to business metrics/goals.Need marketing and business to communicate and ensure metrics are speaking to the same goals. Otherwise both operating blind to each other’s efforts and appear successful despite massive missed opportunities.
- #58 Move why to another slide and blow up the image.
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- #63 Mention other departments and resources they have to bring in.
- #64 Mention other departments and resources they have to bring in.
- #67 Mention other departments and resources they have to bring in.
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- #73 Mention other departments and resources they have to bring in.
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