How to measure success of Social Media - Social Media in Utilities Conference

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My slides from the Social Media in Utilities conference. The deck looks at a framework for planning a social media campaign, how to reach the right customers on social and some frameworks for choosing the right KPIs.

Marketing

How to Measure the
Success of a Social
Media Campaign
Conor Barron
Bord Gáis Energy
11.04.2016

Digital Communications Manager
Bord Gáis Energy
Working in Digital since 2008
Held roles in Bord Bia (Irish Food
Board) and Dublin City University
MSc. eCommerce from Dublin City
University
Training for the Ironman 70.3 in
Dublin in August
Conor Barron
@Cbarron15
About me

Agenda
What is social media success?
A framework for achieving SM success
Reaching & engaging with the right customer
How to choose the right KPIs
Questions

Awesome content that adds value
to your users and helps  
to achieve your business goals

Situation Analysis
Internal Analysis
External Analysis
Competitor Monitoring
Wider Cultural Environment
1
2
3
4

Objective Setting
S
M
A
R
T
Speciﬁc
Measurable
Achievable
Realistic
Time-bound

STRATEGY DEVELOPMENT
We will increase our market  
share X% in 2016 by growing our customer  
acquisition by Y% and reducing  
our customer losses by Z%

Strategy Development
Grow
Acquisition
Reduce Loss

Send your content
out into the world
Implement your
tactics
Create your
content, share it,
and promote it
Actions

Control
Review the  
results
Develop  
insights
Optimise your  
content

How to  
reach the  
right people  
on social  
media

Social Media  
Sweet Spot
Customer
Messaging
Medium
Timing

Customer
Develop a detailed pen portrait
of your customer
Look at where they spend time online
Your content plan should reﬂect your
target users online usage habits

Messaging
Be Entertaining Provide Utility Give Information
Away

How to pick the  
right KPIs?
Set Targets

Conversation rate
Ampliﬁcation rate
Economic ValueApplause rate
# of comments (replies) per post
On Twitter - # of Retweets Per Tweet
On Facebook, Google Plus - # of Shares  
Per Post
# of Likes, Favourites, +1s per post Value of Macro and Micro Conversions
Avinash Kaushik

The Purchase Funnel
Awareness
Advocacy
Consideration
Transaction
Loyalty

Awareness
Advocacy
Consideration
Transaction
Loyalty
YouTube -
Video Views
Facebook -
Landing Page
Arrivals
Twitter -
Online Sign Ups

Measurement tools
Facebook Insights
Twitter Analytics
Google Analytics
Google URL Builder
LinkedIn Insights
YouTube Analytics
Snapchat
Instagram
Cloud90
Union Metrics
Hootsuite
Bitly
iConSquare
BuzzSumo
Moz – Follower Wonk
Buffer
Klear

And ﬁnally…
Social is just  
another  
marketing  
channel
The right
message to
the right
person at the
right time
Provide
actionable
insights to  
improve your
marketing
efforts

@Cbarron15
cbarron@bordgais.ie
https://ie.linkedin.com/in/conorbarron
Conor Barron
@Cbarron15

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How to measure success of Social Media - Social Media in Utilities Conference

1. How to Measure the Success of a Social Media Campaign Conor Barron Bord Gáis Energy 11.04.2016

2. Digital Communications Manager Bord Gáis Energy Working in Digital since 2008 Held roles in Bord Bia (Irish Food Board) and Dublin City University MSc. eCommerce from Dublin City University Training for the Ironman 70.3 in Dublin in August Conor Barron @Cbarron15 About me

3. Agenda What is social media success? A framework for achieving SM success Reaching & engaging with the right customer How to choose the right KPIs Questions

4. What is   social media   success?

5. Awesome content that adds value to your users and helps   to achieve your business goals

6. How to achieve success

7. SOSTAC Model A Framework for Success

8. Situation Analysis Internal Analysis External Analysis Competitor Monitoring Wider Cultural Environment 1 2 3 4

9. Objective Setting S M A R T Speciﬁc Measurable Achievable Realistic Time-bound

10. STRATEGY DEVELOPMENT We will increase our market   share X% in 2016 by growing our customer   acquisition by Y% and reducing   our customer losses by Z%

11. Strategy Development Grow Acquisition Reduce Loss

12. Tactics

13. Set targets Be   SMART Bench- mark

14. Send your content out into the world Implement your tactics Create your content, share it, and promote it Actions

15. Control Review the   results Develop   insights Optimise your   content

16. How to   reach the   right people   on social   media

17. Chasing perfect the storm

18. Social Media   Sweet Spot Customer Messaging Medium Timing

19. Customer Develop a detailed pen portrait of your customer Look at where they spend time online Your content plan should reﬂect your target users online usage habits

20. Messaging Be Entertaining Provide Utility Give Information Away

21. Medium

22. Timing

23. How to pick the right KPIs

24. How to pick the   right KPIs? Set Targets

25. Conversation rate Ampliﬁcation rate Economic ValueApplause rate # of comments (replies) per post On Twitter - # of Retweets Per Tweet On Facebook, Google Plus - # of Shares   Per Post # of Likes, Favourites, +1s per post Value of Macro and Micro Conversions Avinash Kaushik

26. Courtney Seiter – Buﬀer Activity Reach Engagement Acquisition Conversion Retention & Advocacy The output of your social team Your audience and potential audience Creating a relationship Interactions and interest in your brand Actions, sales and results Happy customers and brand evangelists

27. The Purchase Funnel Awareness Advocacy Consideration Transaction Loyalty

28. Awareness Advocacy Consideration Transaction Loyalty YouTube - Video Views Facebook - Landing Page Arrivals Twitter - Online Sign Ups

29. Measurement tools Facebook Insights Twitter Analytics Google Analytics Google URL Builder LinkedIn Insights YouTube Analytics Snapchat Instagram Cloud90 Union Metrics Hootsuite Bitly iConSquare BuzzSumo Moz – Follower Wonk Buffer Klear

30.

31.

32. And ﬁnally… Social is just   another   marketing   channel The right message to the right person at the right time Provide actionable insights to   improve your marketing efforts

33. THANK YOU

34. @Cbarron15 cbarron@bordgais.ie https://ie.linkedin.com/in/conorbarron Conor Barron @Cbarron15

How to measure success of Social Media - Social Media in Utilities Conference

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